Marketing Plan for Launching Premium Economy Rooms in UK

MARKETING PLAN
EXECUTIVE SUMMARY
The report focuses on the launching premium
economy rooms in pan UK. For that the
marketing plan is being made which includes
the company over view. The external and
internal analysis of the company. The external
analysis includes the SWOT of the company
where as the external analysis includes the
PEST of the company. The plan will also
cover the marketing objectives and the strategy
of marketing will include the STP analysis
along with the marketing Control.
COMPANY OVERVIEW
It is a third largest hotel chain in the UK by the
32600 number of bed rooms. It provides
accommodation, travelling, lodging and foo-ding
facilities to the customers.
SITUATIONAL ANALYSIS
SWOT analysis
SWOT analysis stands for the strength , weaknesses , opportunities and threats. The
SWOT analysis of Travelodge is being discussed under.
Strengths
 They offers their products and services
in affordable prices, including rates for
family also.
 They run programs for its premium
customer's base such as Travelodge
business accounts cards.
Weaknesses
 Being a budget hotel, it does not
provide the whole range of product and
services which includes room service,
concierge service etc.
 They are often described as plain
looking and boring.
Opportunities
 They can implement the green and
ecotourism which is in trend now a
days.
 They can go global to expand their
markets
Threats
 New entrants with providing additional
services
 Lack of financial support
PEST Analysis
The pest analysis of the company includes the political, economic, social, technological
factors which can affect the Travelodge.
Political
Being a developing organization Travelodge
can be affected by the political factors.
Political stability can be the basic requirement
for the success of the company. Changes in
policies may affect the working of the
organisation.
Economic
Changes is the economic factors such as
inflation rate, taxes may, income may affect
the operations of the Travelodge.
Social
Changes in the consumer taste and preferences
provides of affect which can reduce the profit
of the organization.
Technological
Technology is dynamic in nature. It keeps on
changing. If the Travelodge do not update
themselves as per the technology they will
MARKETING
OBJECTIVES
after the careful analysis of
internal and external environment of
the Travelodge it has been seen that
organisation has to focus on making
the smart goals and objectives. The
marketing objectives are discussed
under-
 Increase in customers base
 Increase in number of
satisfied customers
 Improving cross functional
communication
MARKETING STRATEGY
Marketing strategy includes the
segmentation, targeting and positioning of the
Travelodge.
SEGMENTATION
The process of segmentation refers to
the dividing of market into various segment
such according to their common characteristics
(Loo and Leung, 2018). Segmentation by
Travelodge is done on the basis of
demographic behavioural and geographic.
Travelodge has done the segment on the basis
of Customer's income as they are known as
budget hotels.
TARGETING
Targeting includes the type of
customers the organization target to achieve
the profit. Travelodge target the mature people
in their late 20s and 50s who prefer the quiet
and traditional-looking accommodation. Apart
from that they have target the middle class
families which cannot afford high rated hotels.
POSITIONING
It is technique of portraying an image
in the mind set of the target customers.
Travelodge positioned themselves as an
affordable budget accommodation providing
organisation.
MARKETING CONTROL
Marketing control is the basic
requirement of the marketing plan. It
should be performed by keeping and
matching the objectives with the
results (Chandiok and Sharma, 2017).
Produce a detailed, coherent, evidence-
based marketing plan that applies the
marketing mix to meet marketing