Jolly Knight Motel Marketing Report: SWOT & PESTLE Analysis

This report presents a situational analysis of Jolly Knight Motel, a small motel in New South Wales, focusing on its marketing strategies. The analysis includes an overview of the current marketing situation, highlighting the motel's competitive environment and online booking system. A SWOT analysis identifies the motel's strengths (brand image, approachable location, nominal prices), weaknesses (quality of services, under-trained employees), opportunities (increasing tourism, consumer purchasing power, low tax rates), and threats (increased competition, consumer dissatisfaction). Furthermore, a PESTLE analysis examines the political and legal (low tax rate, minimum wage), economic (GDP growth, interest rates, employment levels), sociocultural (tourism trends), and technological factors (online marketing) impacting the motel's business. The report concludes that Jolly Knight Motel operates in a competitive market but can succeed with effective strategies, leveraging Australia's positive external environment. Desklib provides access to this report and other study tools for students.

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Marketing
5/31/2019
(Student Name)

MARKETING 1
Table of Contents
Introduction......................................................................................................................................2
Situational Analysis.........................................................................................................................2
Current Marketing Situation........................................................................................................2
SWOT..........................................................................................................................................2
PESTL Analysis...........................................................................................................................3
Conclusion.......................................................................................................................................3
References........................................................................................................................................4

MARKETING 2
Introduction
Jolly Knight Motel is one of the small motels that are located in New South Wales. The
motel is located at approachable place that made them competitive in the market. Jolly Knight
Motel cater its services to the business travelers, families, couples as well as other groups for an
overnight stay to those that are seeking longer term accommodation. Jolly Knight Motel offer
two type of rooms which include Standard as well as executive units that can be cater for the
multiple bedding configuration (Jolly Knight Motel, 2019).
In the following part there will be detailed analysis of internal and external environment
in which the Jolly Knight Motel run its business.
Situational Analysis
Current Marketing Situation
Jolly Knight Motel operates in the competitive market. It has adopted various marketing
strategies to compete its competitors. Most of the motel gives tight competition to the Jolly
Knight Motel however; it has adopted effective marketing strategy that helps them to survive in
the market. Online booking is provided to the consumers that help in targeting maximum number
of consumers in an effective and efficient manner. Moreover, it has adopted traditional
marketing strategy that will make it more competitive in the market (Tripadvisor, 2019).
SWOT
Strengths
 The motel has gain brand image in the local market that made them competitive
 It is situated in the approachable area that makes the consumers to attract towards such
convenient area.
 The prices of the motel is nominal as comparison to the competitive motels
Weaknesses

MARKETING 3
 The services that are provided by Jolly Knight Motel are not up to the mark of quality.
They compromise with the quality services
 the employees of Jolly Knight are not fully trained that make incompetence in the motel
and level of dissatisfaction among them
Opportunities
 The number of visitors’ increases day by day in Australia, therefore such growth will
provide new customers to Jelly Knight Motel.
 The purchasing power of consumers in Australia that will give an opportunity to the
motel to target maximum number of consumers
 The tax rate of the country is low that help in controlling overall cost of the motel in an
efficient and effective manner
Threats
 The increase in competition is one of the major threat for the Jolly Knight Motel
 The increase in level of dissatisfaction among consumers will give negative feedback for
the motel that can affect overall sales of the motel at greater level (Bull et al., 2016).
PESTL Analysis
Political and Legal: The tax rate in Australia is low it create positive working
environment for the motel due to the reason Jolly Knight Motel need to pay less tax to the
government that help in enhancing the overall profit marketing of the motel in an effective
manner. Jolly Knight Motel is also required to follow minimum wage rate in Australia that
affected overall cost of the motel at greater level (de Moel-Mandel & Shelley, 2017).
Economic Factors: the growth of Australia is better than other countries. The GDP of
the country is higher than other developed countries that created great impact on the revenue of
the motels. Moreover, the interest rate, exchange rate as well as the level of employment in such
country is high that provides great spending power to the consumers more efficiently. It helps in
providing great business to the motel (Venables, A., & Boon, 2016).

MARKETING 4
Sociocultural factors: the people in the international market wanted to explore new thing
in the world therefore, most of the visitors visit Australia for enjoying holidays, or for the
purpose of business. Such visits provide new consumers to the motel (Ziersch, Walsh, Due &
Duivesteyn, 2017).
Technological Factors: in the recent scenario, the technology plays a vital role for the
business. Most of the individuals are using interest for satisfying their needs. Therefore, Jolly
Knight Motel targets its consumers though online platform that provides new market to the motel
in an effective manner Ziersch, Walsh, Due & Duivesteyn, 2017).
Conclusion
From the above analysis it can be concluded that Jolly Knight Motel is motel hat is
situated in Australia. The motel has covered wide range of market to target its consumers. It
offers different rooms to its consumers that make them relax and can able to stay for overnight.
The mote l is located at approachable area that made them competitive in the market. Australia
has also positive external environment that help in enhancing the overall business of Jolly Knight
Motel in such competitive market. Therefore, it represent that Jolly Knight Motel is going
effectively I the market that will make them succeed in such competitive market.

MARKETING 5
References
Bull, J. W., Jobstvogt, N., Böhnke-Henrichs, A., Mascarenhas, A., Sitas, N., Baulcomb, C.&
Carter-Silk, E. (2016). Strengths, Weaknesses, Opportunities and Threats: A SWOT
analysis of the ecosystem services framework. Ecosystem services, 17, 99-111.
de Moel-Mandel, C., & Shelley, J. M. (2017). The legal and non-legal barriers to abortion access
in Australia: a review of the evidence. The European Journal of Contraception &
Reproductive Health Care, 22(2), 114-122.
Jolly Knight Motel. (2019). About Us. Retrieved from: https://jollyknightmotel.com.au/about-us/
Tripadvisor. (2019). Review of Hotel. Retrieved from:
https://www.tripadvisor.in/ShowUserReviews-
Casula_Liverpool_Greater_Sydney_New_South_Wales.html
Venables, A., & Boon, P. I. (2016). What environmental, social or economic factors identify
high-value wetlands? Data-mining a wetlands database from south-eastern
Australia. Pacific Conservation Biology, 22(4), 312-337.
Ziersch, A., Walsh, M., Due, C., & Duivesteyn, E. (2017). Exploring the relationship between
housing and health for refugees and asylum seekers in South Australia: a qualitative
study. International journal of environmental research and public health, 14(9), 1036.