Hospitality Marketing Essential (TASK 3)

This document discusses the marketing plan to launch premium economy rooms or Super Rooms throughout the UK for Travelodge Hotel. It includes a PESTEL analysis, SWOT analysis, segmentation, targeting, positioning, business objectives, marketing mix and strategy, and monitoring and evaluation.

Hospitality Marketing Essential (TASK 3)
SWOT Analysis
This is tool that help to track both internal strength and weaknesses as well
as opportunities and threat in the environment that affect the operations and
function of Travelodge-
Marketing Plan to meet the objectives of Travelodge Hotel
Aim: To launch premium Economy rooms or Super Rooms throughout the UK”
Executive Summary
Travelodge is planning to launch premium economy rooms or Super rooms
throughout the United Kingdom. Travelodge is a private company operating
in hotel and hospitality industry in United Kingdom. This company was
founded in 1985. It has more than 500 hotels in United Kingdom. Marketing
manager will use the tools in order to track the external and internal
environment of company.
Business Objective Marketing Mix & Strategy Tactics Monitoring & Evaluation
Launching
premium economy
rooms or
‘SuperRooms’
throughout the UK
as it looks to push
its services to
professionals
Product is the element that can
able to satisfy the needs and wants of
customers. The product of McDonald’s
are produced and designed as per the
expectations of customer. They are
offering both vegetarian. They also
involved combo pack
Defining target market- This
is the best technique that
market have to follow that
before targeting customers,
one should have to define the
target market to entire
organisation
They are responsible for marketing research as it is
also directly linked with marketing environment as
research is the heart of marketing without research it
is not possible that marketing activities can run
smoothly
Increasing sales Price is the most important element in
7P's. The product that company is
offering their products and service
through value pricing.
Marketer should adopt
mixed strategy to encourage
sales- Marketer should make
coordination. It is fact that
advertising is nothing without
marketing.
Customer feedbacks
Expanding business Place defined as the area where
customers can easily reach to use the
product or services of organisation
Positioning
Segmentation, Targeting and Positioning
STRENGTH
 Powerful brand
 Customers are loyal and
excellent.
 High reputation in the market.
 The Highest revenue.
 One of the older and largest
hotels in United Kingdom.
WEAKNESSES
 It is difficult for them to find top
quality of employees within
organisation.
 Lots ODF training and
development are needed for
providing training to employees.
OPPORTUNITIES
 Many tourists both foreign and
local.
 Personal trainers.
THREAT
 The global economic down-tom.
 Rise of budget.
 Expenses are very high.
 High competition.
PESTEL Analysis
Political
 Stability
 Laws
 IPR Copyright.
 Human Rights
 Policies
 Labour laws
 Trade Laws
 Foreign Investigate
 Proper Security
Economical
 GDP per Capita
 Parity in Purchasing
Power
 High Interest rate
 High rates of inflations.
 Exchange rates
 Unemployment rates
 Consumer confidence
 Trade balance
 Balance of payment
Legal
 Decentralise system in
tribunal.
 Hotel industry is
regulated in
legislative.
 FDI are controlled by
law.
 Accounting standard is
low.
Social
 Demography
 Sociology
 Lifestyle of customers
 Education
 Index of Human
development
 Social safety as well as
benefits.
Technological
 innovations
 Research and
Developmental
 Skilled resources
 Easier acceptance of
new technologies in
UK
 Information and
communication
Environment
 Vast biodiversity
 Protection of
Environment is a part
of national strategy.
 Pollution is very high.
REFERENCES
Kandampully, J., Zhang, T. and Bilgihan, A., 2015. Customer loyalty: a review
and future directions with a special focus on the hospitality
industry. International Journal of Contemporary Hospitality
Management, 27(3), pp.379-414.
Jauhari, V. and Bharwani, S., 2017. An exploratory study of competencies
required to cocreate memorable customer experiences in the hospitality
industry. In Hospitality Marketing and Consumer Behavior (pp. 159-
185). Apple Academic Press.
Segmentation
The division of customers into similar groups is known
as segmentation. Travelogue hotel will target high
income group as hotel is going to launch premium
Economy rooms or Super Rooms throughout the UK.
All age group of people will be targeted by the
Travelodge hotel.
Targeting
Targeting Means Company will target those segments
which are targeted by the marketing manager. They are
going to launch premium Economy rooms or Super
Rooms throughout the UK so they will target high
income group with all age group people.
Positioning
Travelodge already having a good position in the
market. By launching economic rooms, company will
achieve the highest position in the market. The market
share of Travelodge is also very effective and
companies have tough competitors in the market like