Marketing Management: Analysis and Strategies for Motel 6

Marketing
Management

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
PESTLE ANALYSIS.............................................................................................................1
SWOT Analysis-....................................................................................................................2
Current trends of industry..................................................................................................3
Competitor analysis..............................................................................................................4
Porter Generic strategy........................................................................................................4
SMART objectives................................................................................................................4
STP analysis..........................................................................................................................5
Perpetual Map......................................................................................................................5
7 p’s........................................................................................................................................6
RECOMMENDATION.......................................................................................................7
Ansoff matrix........................................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is defined as philosophy that enterprise should analyze the needs and wants of
customer and to make decision as per their requirements. Each enterprise must strive to satisfy
the wants and needs while meeting enterprise goals (Cho, Fiore and Yu 2018). Thus, market is
offering combination of services, idea, person, place etc.
Additionally, it is function that involves of involving, implementation and to keep control
over marketing programmed and campaigns. The main aim of marketing management is to bring
improvement in product and service to satisfy the requirements of customers with help of
reaching potential customers.
The present report is based on business activities of Motel 6; it is enterprise that deals in
accommodation services. Furthermore, assignment will cover activities as SWOT, PESTLE and
current trends and competitor’s analysis of enterprise to run business activities effectively.
Lastly, report will be based on recommendation to improve marketing activities.
MAIN BODY
PESTLE ANALYSIS
It is defined as strategic analytical tool that stands for political, economic, social,
technological, environmental and legal factors. Thus, the potential impact of these components
can be analyzed and this defined in below defined manner as are-
Political factor- Political stability termed out as basic necessities to gain success regardless of the
industry. Therefore, political components influence the number of visitors, business travelers and
tourist in direct and indirect mode (Chen and et.al.,2018). Therefore, the risk or threats of acts of
terrorism are most likely to reduce the number of visitors to London and UK. However, this is
the particular situation that has negatively affected the Motel 6 performance.
Economic factors- The macroeconomic components such as inflation rate, savings rate, foreign
exchange rate mainly determines the aggregate demand and investment in economy. On the other
hand, Motel 6 worldwide holdings can have the use of firm economic factor such lodging
industry growth rate, spending power of consumer etc.
Social factor- The components as culture and way of doing the things affects the operation of the
enterprise in the huge context. Thus, shared beliefs and attitude plays great role that how markets
of Hotel Motel 6 understands the customers and their needs. However, demographic, income
level of consumer, skill level of population impacts the working of the industry.
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Technological factor- It is fast disrupting various industries around the world. Technological
factor have great impact on performance of Hotel. Henceforth, hotel bookings have become very
sophisticated. Thus, great technological advancement leads to have positive effect on the
performance of hotel (Blakeman, 2018). Thus, enhancement in the number of social media such
as Face book, Twitter and website life Trip advisor assist the customers to get connected with
hotel. This kind of technology has helped the enterprise to conduct proper function within the
enterprise. In order to expand business activities effectively, the enterprise needs to adapt
technological advancement that leads to accomplish business objectives.
Legal- These are those components that termed out as crucial source of external impact on
performance of Hotel Motel 6. Thus, it is inclusive of changes in the Jurdiction of the UK, this
has impact on catering industry of UK. Thus, the rules in relation to the visa restriction in many
such as EU, Australia etc and this plays important role in travel and tourism.
Environmental factor- Different market have differ norms that can impact the profitability of the
enterprise in those markets (Hurtado, 2018). Within the enterprise there are different
environment and liability laws. In order to earn profitability, the existing market must carefully
evaluate standards of environment that are required to operate in those markets.
SWOT Analysis-
It is vital strategic planning tool that can aids to do the situational analysis of the
organization. This, its defined in the following manner as are-
Strength-
 The business enterprise has most extensive and vast scope of the business.
 It is the enterprise that has effective customer retention schemes.
 High level of the service customization has accomplished by this industry via technologi-
cal integration.
 This entity has strong property portfolio.
Weakness-
 This is the enterprise that has huge level of the debts.
 The little global market share has the large portfolio of brands.
 Lack of the flexibility within market due to its large size.
Opportunities
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