Marketing Plan for Motel 6

MARKETING PLAN

EXECUTIVE SUMMARY
The present report is based on Motel 6 which is coming up with the various new services
such as Studio 6, it is a big chain of extended-stay hotels and this company also offers budget
motels. For this pestle analysis will be done for determining factors creating impact on its
business operations. Also, STP analysis will be disclosed. The marketing program and
competitive analysis will help to know the competency capabilities of company in the market.
SWOT analysis has been performed for identifying the internal strengths and weaknesses and
external opportunities and threats.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
MAIN BODY...................................................................................................................................4
PESTLE ANALYSIS..................................................................................................................4
Strategy & Segmentation, Targeting and Positioning.................................................................5
REFERENCES................................................................................................................................6

MAIN BODY
Mission: To become market leader is the mission of Motel 6.
Vision: To offer high quality services to their guests and consumers and ensure that customers
get value for money
Marketing objectives
The objective of this marketing plan of Motel 6 is to raise expansion of their hospitality
by 30% till the end of 2019. Another objective of business unit is to raise number of guests by
20% before completion of this year.
Marketing mix
This is the strategic tool that helps the hospitality company in promoting the brand and
attracting number of customers towards the organisation.
 Products: In order to meet the marketing objective Motel 6 will serve customers the best
quality of services. Hospitality company will ensure offering services that have required
quality standards.
 Price: Motel 6 will take support of penetration pricing strategy, in this company will offer
its services at affordable rates. If company is provides its hospitality at lower rates, then it
would help business unit in gaining attention of mass audience. This would be the best
strategy because by this Motel 6 will be able to gain competitive advantage.
 Promotion: This is another most important element of marketing mix. Motel 6 will use
social media Facebook and Twitter to promote its various services. In the recent time
most of the people use social networking sites hence this strategy will be beneficial in
gaining attention in the new market. This is the modern approach which would give the
best result to hospitality company. In addition, Motel 6 will also promote the brand by
involving celebrities which will gain attention of guests.
 Place: Motel 6 is operating in the global market, it will use direct serving loactions in
order to provides their services to mass customers. This strategy will give the best result
to company, as cost of direct serving is manageable and firm can get the advantage of
reaching to mass audience.
 Physical evidence: Motel 6 will use attracting logos and its infrastructure in the new
location will be amazing. This tactic will give the best result to business unit and will