Marketing Communication for Travelodge: Strategies and Analysis

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Marketing Communication
Name:
Course
Professor’s name
University name
City, State
Date of submission

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Table of Contents
Introduction......................................................................................................................................2
Overview..........................................................................................................................................2
TASK 1............................................................................................................................................3
a)Describe the product and production orientation,.....................................................................3
b)Identify and discuss the marketing orientation.........................................................................4
Task 2...............................................................................................................................................4
a) Identify and discuss one legal and technological factor that could impact Travelodge.......4
b) Internal environmental factors that could be considered as strengths and weaknesses of
Travelodge...................................................................................................................................5
Task 3: Marketing Strategies (LO3)................................................................................................5
a) Explain the concept of positioning and its importance in planning a marketing strategy for
Travelodge...................................................................................................................................5
b) Discuss one positioning strategy that Travelodge could adopt in positioning themselves...6
Task 4: Marketing Mix (LO1).........................................................................................................7
a) Travelodge’s product and service offerings,........................................................................7
Conclusion and key findings...........................................................................................................8

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Introduction
This report is developed in relation to Travelodge which is a hotel growing in the UK that
provides accommodation services to business segment people and tourists in major cities around
the world. The report will analyze the company’s marketing strategy and also do a PESTEL
analysis and factors that give Travelodge a competitive advantage over its peers (Andrews, and
Shimp, 2017). The report shall also discuss on the positioning strategy that Travelodge has
adopted over the years to remain a formidable company. Also discussed in this report is the
company’s products and services and the process they go through before they are delivered to the
company.
Overview
Travelodge was founded in 1985, as a company that was to offer budget accommodation to
clients in the UK. The company has 558 hotels across major cities in the world and 200 lodges in
the UK and over 42,110 rooms in UK, Ireland and Spain. Travelodge promotes the brand
through brand communication procedure and in a bid to increase its market share by more than
255, the management has decided to invest in online marketing process which are promotional
activities that are done in the digital communication process (Chen, Shih, and Chang, 2016). This
has enabled the company to promote higher sales of the lodge to clients. This has also made
booking process simple and fast.
TASK 1
a) Describe the product and production orientation, highlighting the advantages and
disadvantages of each.

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The company offers various types of products and services by which the revenues of the
company can be increased. The products includes different products for family travellers and
business clients. Restaurant and accommodation services are the core products that Travelodge
offers. The product orientation of the company is offering budget accommodation for its clients
(Datta, Ailawadi, and van Heerde, 2017). The advantage of this is that their rooms are always
fully booked because people will go for affordable accommodation. For the basic rooms,
Travelodge offers internet services, provision of a television and network connectivity to its
customers. For business class people, the company offers rooms with internet facilities, wi fi
services and a network service. The Hotel also provides meeting rooms and conferencing rooms
and also offers video conferencing.
Advantages of this is that by offering budget accommodation and high end products makes sales
to be high because all the market is catered for. Offering a wide variety of products is one of the
advantages because the hotel is able to have many customers. On the other hand, one major
disadvantage with offering a variety of products and services is that the company is not
associated with a specific product.
b)Identify and discuss the marketing orientation.
The company has developed a product strategy that caters to the needs of the market. There is
demand for low cost guest rooms at affordable prices in all major cities and Travelodge seeks to
capitalize on this. In the hospitality industry, the bargaining power of consumers especially in the
UK is regarded highly. Therefore, offering low cost will give the hotel an extra edge over its
competitors.