Service Sector Marketing - Assignment
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Added on 2020-04-21
Service Sector Marketing - Assignment
Added on 2020-04-21
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Running head: SERVICE SECTOR MARKETINGService Sector MarketingName of studentName of UniversityAuthor note
1SERVICE SECTOR MARKETINGTable of ContentsIntroduction......................................................................................................................................3Company background and situation analysis..................................................................................3Linking situational analysis.............................................................................................................6SWOT..............................................................................................................................................7Definition of problem......................................................................................................................9Selected issue.................................................................................................................................10Identification of alternatives..........................................................................................................10Evaluation of alternatives..............................................................................................................11Recommended course of actions...................................................................................................12Implementation plans and contingencies.......................................................................................12Conclusion.....................................................................................................................................13References......................................................................................................................................14
2SERVICE SECTOR MARKETINGIntroductionThe service sector marketing s concerned with the management of various processes ofmanufacturing and production during the business activities within the tourism and hospitalityindustry. This will include a situational analysis of the Travelodge Group of Hotels in UK andthe strengths, weaknesses, opportunities and threats of the company will also be assessed here.The problems faced by the organisation will be illustrated here along with how it has createdcomplexities during the management of feasibility of a project (Armstrong, 2012). Thealternative solutions will be provided here along with suitable actions that can be undertaken formaking the implementation plan successful and even apply contingency plans for overcomingthe issues with ease and effectiveness. Company background and situation analysis Travelodge Group of hotels is a business organisation within the hospitality and tourismindustry that provides over 500 hotels to choose from for the customers and offer great valuewith the upgraded rooms, good food and other services that can keep the customers satisfied andcome back for more to enjoy and relax. It is a great choice for the groups because of thecomfortable room services with shower and all these kinds of services are offered at great valuefor money to meet the demands and preferences of the customers (Atwal & Williams, 2017). Thehotel chains are offered with free Wifi internet access with no booking fees as well byTravelodge Group of Hotels, UK. The situational analysis for Travelodge is done by using the 5Cs analysis and Porter’sfive forces analysis, which can further help to create a marketing plan. The marketing plancreation would allow Travelodge to communicate the benefits of the products and services
3SERVICE SECTOR MARKETINGoffered to the consumers’ needs and requirements. With the help of situational analysis, a propermarketing plan is created for achieving the goals and objectives within the tourism andhospitality industry (Barkauskas et al., 2015). 5C analysisThe 5C analysis is used for analyzing both the internal and external business environment toidentify the problematic areas of marketing and assess the changes that can be done. Thecomponents of this model are company, customers, competitors, collaborator and climaticconditions. Company—The business organisation’s vision, strategies, culture and product line areunderstood along with the potential problems that can create a negative impact on the businessfunctioning. The vision of the organisation is to deliver value for money services in leisure andbusiness travel (Bowie et al., 2016). Customers—The situational analysis is done by using this framework and understand thecustomers, whose needs and requirements keep on changing from time to time. The targetedmarket segments, size of market and growth have been assessed too. Travelodge has a goodmarket share and it has provided its services to multiple market segments (E. Dobbs, 2014). Competitors—The analysis of competitors is done t understand the external environment andgain in-depth knowledge of the company’s strengths, weaknesses, positioning of services andthreats of competitors. Few competitors are Premier Inn, Holiday Inn, etc. Collaborators—These are the external stakeholders including suppliers, business partners, etc.who manage good relationships with the businesses and
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