Marketing plan for Travelodge Ltd Business Objective:To offer luxurious services and to enter in premium market in its industry with affordable cost. Market Analysis: SWOT Analysis: Strength Offers affordable prices as known as budgeted hotels Runsprogramsforitsvariouspremiumcustomerssuchas Business account card Extensive presence in entire UK with 500 facilities Weakness It does not equip with customers for whole services and products with whole range Absence of room, concierge and porter service Plain looking and boring decor Opportunities Environmental protection along with attaining its momentum and green and ecotourism is considered as new trend Eco-friendly Global expansion and to gain more margin Threats Competitive sector Limited international presence Absence of premium services Marketing Tactic ElementsDescription Segment ation Division of current consumers with context of income as it will give premium services at affordable cost TargetQuality conscious people with desire on less cost (Low income consumers) Positioni ng Luxurious service such as premium economy rooms along with all modern facilities Budget Administration cost4000 Electricity cost3000 Employee cost3500 Land and building7000 Promotion cost4500 Total expense22000
PESTLE Analysis Political Presence of digital economy act 2010 for diminishing sumofillegalfilesharingalongwithviolationsof copyright. Innovative immigration policies Economical Crowdedmarketaspresenceofhigh competition Increment in UK's touristry disbursement Increment in VAT Social Locationisconsideredasrealimportinhospitality industry Proponent of UK enlargement Technological Ithadstoodupwitheasyandvery understandable booking system Multiple odd ins Wi-Fi facilities Legal Creationofpolicystatementfordemonstrating commitment of privacy of consumers Dedicated telephone reservations Environmental Flood or heavy rains Possibilitiesofnaturalfactorslike earthquake which directly impact sales Marketing Mix ElementsDescription ProductPremium economy rooms along with modern residential decor. Availabilityofmoreseatingwith USB charging points Fresh capsule coffee machine PlaceEstablishing at 5 locations which are Central London, Heathrow, Gatwick PriceItwillusesuchpricingmethod whichcountersitscompetitorand helps in giving value added element as consumers want the best quality in less amount. PromotionTheseroomswillbedirectly advertisedviadigitalcomprises social and programmatic. Thecurrentconsumerswillbe communicated with help of direct marketing. ProcessPresence of business operations which are highly consumer focused as they will be using Travelodge campaign PeopleOrganization'sindividuallikeemployees, management and customer representatives Physical evidence The experience of user should be good like deliveringgoodstodifferentconsumers along with consumer representatives