Travelodge Marketing Plan

This assignment outlines a basic marketing plan for the hotel chain Travelodge. It analyzes the competitive landscape using Porter's Five Forces, identifies key market segments and targeting strategies (focusing on business travelers), and presents a detailed marketing budget allocation across various activities such as advertising, promotion, blogging, campaigning, and distribution.

Basic marketing plan for Travelodge
Threat of substitute: There is high chances of additional services which
can be provided by competitors.
Bargaining power of suppliers: Bargaining power of supplier is low, as
supplier want to generate high profit by entering into a contract with such
big companies like Travelodge.
Bargaining power of buyers: High, as the switching cost for buyer is
low they can easily switch to other brand.
Objective of Marketing:
Travelodge marketing objective is to increase its sales by 5 to 10
% within six months.
Segmentation, targeting and positioning:
It is better for Travelodge to focus on particular market rather
than whole market because it simplifies the process of achieving target.
Segmentation is the process where buyers or clients are divided
according to their taste and preferences. Travelodge can target business
class people.
Marketing budget
Basis Estimated budget
Advertising activities £10.22
Promotion £11.35
Blog creators £8.27
Campaigning £9.36
Distribution £9.27
Executive summary: Marketing plan can be defined as a document which
provide information about the various activities which will be executed by
an organization for promoting their goods or services in the market. There
is various tool such as PESTLE, SWOT, porters five forces, value analysis
etc. which can be used by manager in Travelodge organization for
identifying the various external factors which have effect on marketing
plan of an enterprise. Marketing objective of an enterprise is to increase
sales by 5 to 10 percent within six months.
Analysis of situation: Porters five force analysis:
Threat of new firm: The company in which Travelodge company is
operating is very big and new companies in order to enter into an industry
requires to make huge capital investment. Which is not at all possible for
small organisation to do so. Therefore, there is less chances of threat of
new entrant.
Threat of rivalries among existing firm: An industry in which
travelogue company is operating its business consist of giants or powerful
companies. As organisation is operating business at international level,
therefore, business entity has to face competition from global companies
as well. Hilton hotel is big competitor of Travelodge (Pradana, and .et.al.
2018).