Marketing Strategy and Plan for Travelodge Sydney Martin Place

This article discusses the marketing strategy and plan for Travelodge Sydney Martin Place, including proposing new strategies, situational analysis, SWOT analysis, PEST analysis, competitor analysis, and ways to become superior in nature.

Running head: MARKETING STRATEGY AND PLAN
Marketing Strategy and Plan
Name of the Student
Name of the University
Author note

1MARKETING STRATEGY AND PLAN
Table of Contents
Introduction................................................................................................................................2
Proposing New Strategies for Service of Travelodge Sydney Martin Place.........................2
Situational Analysis of Travelodge Sydney Martin Place.........................................................2
SWOT Analysis.................................................................................................................2
PEST Analysis...................................................................................................................4
Competitor Analysis...................................................................................................................5
References..................................................................................................................................7

2MARKETING STRATEGY AND PLAN
Introduction
Travelodge Sydney Martin Place is one of the Australian owned brands of hotels
along with the subsidiary of TFE hotels. As on the 16th February 2018, Travelodge has more
than 18 hotels along with 3030 rooms across New Zealand and Australia. The CEO of the
company named Rachel Argaman tried to analyze the different kinds of innovation which is
essential for the growth of the organization named Travelodge Sydney Martin Place
("Travelodge Hotels Official Site | Best Rate Guaranteed", 2018).
Proposing New Strategies for Service of Travelodge Sydney Martin Place
The service which has been selected in this aspect for the Travelodge Sydney Martin
Place Hotel is the implementation of the artificial intelligence using the voice recognition
technology which will help in increasing the overall productivity of the organization in an
efficient manner.
With the implementation of the technological innovation, this will be beneficial for
the Travelodge Sydney Martin Place hotel in gaining competitive advantage in the market in
an appropriate manner. The marketing variable of Travelodge Sydney Martin Place is the
different amenities which are being provided by the hotel to the different customers.
Situational Analysis of Travelodge Sydney Martin Place
Proper internal and external analysis is required to be done in order to identified with
the SWOT and PESTEL analysis wherein this will help in categorizing the internal and
external factors which can create huge impact on the various decisions of the organization.
SWOT Analysis
Strengths

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 The amenities are one of the strengths of Travelodge Sydney Martin Place as they
have host of different facilities in their hotel. The hotels have host of facilities such as
spas, jacuzzi, rooms, multi-cuisine restaurants along with swimming pools and
banquet hall.
 The different customer-based loyalty programs are the other strength in which there
is automatic kind of upgradation in the stay of the different customers in the market
(Croft, 2018).
 The service differentiation is the aspect in which this can be analysed that there is
huge advancement of the technology in the different activities which are done by
them Weaknesses
 The high maintenance cost is the major weakness in which the cost related to the
same is becoming unaffordable. This is the major challenge faced by Travelodge
Sydney Martin Place and this can become one of the major reasons for decrease in the
entire productivity (Lee & Kotler, 2015)
 Limited share of market is the other weakness wherein there is tough competition
from domestic and international players
 The relationships among the different customers wherein this can be seen that there
are personalized services are not so strong in comparison to the other competitors will
be affecting the overall brand image of the company.
Opportunities
 There is introduction of the better plans of membership is one of the biggest
opportunities
 Improving the hygiene standards is the other aspect in which this will help in
managing the upgradation of the company

4MARKETING STRATEGY AND PLAN
 Growth in different parts of the world which is inclusive of different parts of the
world which will help in increasing their efficiency
Threats
 The huge competition is the major threat for Travelodge Sydney Martin Place which
is dangerous (Steiner-Williams, 2014)
 There are different other heritage properties which will be difficult for sustaining in
the market
 Expectations of the customers is increasing as there are no such technological
improvements
PEST Analysis
Political and Legal
Political factors can create huge instability for Travelodge Sydney Martin Place as
there is huge threat of military conflict or terrorist attack which can be difficult for the
survival of the hotel. Furthermore, the legal regulations can be of huge instability which will
be a huge impact on service status as there is competitor such as Airbnb and this will be
difficult for the survival of the company (Chernev, 2018).
Economic
The growth of the gross domestic product of the country will be attracting the
different investors and this will boost the industry efficiently. However, related problem for
Travelodge Sydney Martin Place is high exchange rate of the U.S dollars in the overseas
market will discourage the business travel as well (Pride et al., 2017).
Social

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This can be beneficial for the company as the number of individuals are planning to
travel to international destinations and this will be beneficial for the growth of the overall
economy as well.
Technological
The technological aspects can create a huge negative impact on the hotel business as
Airbnb is one such rental services which helps in allowing the individuals to stay with the
local individuals at a lesser cost and this will be effective.
Decisions of Customers
The customers’ decisions are based on the different amenities which are provided by
the hotel along with the ratings which are being provided to the hotel in different websites.
Furthermore, the customers main concern is relating to the cost of the hotel in terms of the
rooms, food and the other services which will be beneficial for the hotel in becoming more
effective in the different operations.
Competitor Analysis
In this respective scenario, the proper competitor analysis is required to be done with
the help of the brand competitors which will help in becoming more competitive in nature.
The brand competitor helps in analysing the different features of the brand which will be
same for the other brands which are similar to the competitors.
Brand Competitor (Travelodge)- Song Hotel Sydney
Product Competitor- Accommodation
Generic- Air BNB and Gumtree

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Total Budget- webjet.com, sky scanner, booking.com and Trip Advisor
Brand Competitor- Vulcan Hotel
Product Competitor- Accommodation and Restaurant Services
Generic- Air BNB
Total Budget- webjet.com, sky scanner and Trip Advisor
Analysis of Becoming Superior in Nature
From the overall analysis, this can be seen that Vulcan Hotel is more superior in
nature in comparison to Travelodge Hotel. Vulcan Hotel is the four-star hotel in which this
helps in providing the restaurant and accommodation services and this will help in managing
the different kinds of services. On the other hand, Song Sydney Hotel is the other four-star
hotel and the hotel is more like Air BNB and this has been more superior in nature in
comparison to the other hotels specially Travelodge Hotel.

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References
Chernev, A. (2018). Strategic marketing management. Cerebellum Press.
Croft, C. (2018, May 7) PEST [Video file]. Retrieved from
https://www.lynda.com/Marketing-tutorials/PEST/721907/728965-4.html?
org=think.edu.au
Lee, N. R., & Kotler, P. (2015). Social marketing: Changing behaviors for good. Sage
Publications.
Pride, W., Ferrell, O., Lukas, B., Schembri, S., Niininen, O., & Casidy, R. (2017). Marketing
principles (3rd ed.). South Melbourne, VIC: Cengage. Retrieved from
https://ebookcentral-proquest-com.ezproxy.laureate.net.au/lib/think/detail.action?
docID=5474380
Steiner-Williams, J. (2014, November 11). Writing the SWOT [Video file]. Retrieved from
https://www.lynda.com/Business-Skills-tutorials/Writing-SWOT/157341/196706-
4.html?org=think.edu.au
Travelodge Hotels Official Site | Best Rate Guaranteed. (2018). Retrieved from
https://www.travelodge.com.au/