(Doc) Marketing Management Solution Assignment

MANAGEMENT

Table of Contents
INTRODUCTION ..........................................................................................................................2
Internal and external marketing environment ........................................................................2
Positioning map and STP strategy .........................................................................................5
Justification of smart objectives ............................................................................................7
Marketing mix .......................................................................................................................8
Recommendations................................................................................................................10
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Management can be defined as a process of controlling things and individuals efficiently.
Marketing management is also a procedure of planning and executing the pricing, promotion and
distribution of services to satisfy customers. This present report is based on Travelodge hotel and
hospitality industry. Travelodge is the cheapest hotel chain that offers several services and value
for money (Travelodge Hotel, 2019). It is the second largest in the UK budget hotel sector in the
context of number of hotels and rooms as well. This study of management is going to show about
increasing importance of marketing plan. In marketing planning internal and external marketing
analysis plays an important role as it helps the hotel in accomplishing its goals by analysis all
those factors that have positive and negative impacts. It will also discuss segmentation, targeting
and positioning strategy that supports Travelodge hotel in attracting targeted customers and
increasing sales. Further it will also show all elements of marketing mix of this hotel like
products, price, place of selling products etc.
Internal and external marketing environment
As a marketing manager it is important to make an effective marketing plan. Marketing
plan consists of all steps and functions that need to be carried out for making marketing functions
successful as well as attract wider range of customers towards buying services of an organization
(Kotler and et.al., 2015). As a marketing manager of Travelodge, a chain of budget hotels, it is
required to analyse marketing environment in order to identify all those factors that can have
positive as well as negative impacts on organizational functions.
Internal marketing analysis:
Internal marketing environment consists of company's strengths, weaknesses,
opportunities and threats that can help them as well as hinder their activities and marketing plan.
Internal marketing factors of Travelodge are being described as follows:
Strengths: Strengths refers quality and skills of doing something in an effective manner. Some
strengths of Travelodge hotel includes:

 The main strength of Travelodge hotel is it offers affordable family and double rooms
along with special offers.
 For attracting wider range of customers it runs programs for its premium customers that
is the best way for a budget hotel to increase brand image.
 It is the 2nd largest discount hotel chain in UK that has approximate 380 branches in the
UK.
Weaknesses: Weakness refers a condition that make a person and an organization weak which
make them unable to do something in an efficient manner.
 The main weakness of this hotel is it does not equip with its all customers' with a whole
range of services and products because it does not provide concierge and room services.
 It also implements overbooking policy which dissatisfy customers as they have to wait
for confirmation of their booking (Kuo and et.al., 2016).
Opportunities: Opportunity refers circumstances that makes possible to do something.
 This hotel tried to make its business eco-friendly and sustainable that gives it opportunity
to maintain a positive image.
 It has an opportunity to go global and expand its business and gain more profit.
Threats: It refers a thing and situation that can cause damage.
 There are several competitors in the hospitality sector that provides attractive services to
customers and it is the main threat for Travelodge hotel.
 Immigration policy and terrorist attacks in UK is also a threat because it can decrease its
sales and profitability.
External marketing analysis: External marketing includes political, social, technological,
economic and environmental factors of UK and all countries in which Travelodge hotel operates
and have branches.
Political: It is stated that employees are demanding excellent working conditions and
safety at workplace by which current legislations has made changes and standards are kept high.
These changes in legislations increase the overall cost of the company. Government charges and