Marketing Essentials: MIS Application for Travelodge Hotels

This report delves into the application of Marketing Information Systems (MIS) within Travelodge Hotels, a prominent player in the UK's hospitality sector. It examines the four key components of MIS: internal records, marketing intelligence, marketing research, and decision support systems, illustrating how Travelodge utilizes each to address marketing challenges and enhance decision-making. The report highlights how Travelodge gathers internal data, monitors external market trends through various sources, conducts market research to identify problems, and employs decision support systems for strategic planning. It emphasizes the benefits of MIS in improving communication, cutting marketing costs, and providing a competitive edge. Furthermore, the report discusses the effectiveness of MIS, considering both its advantages and potential drawbacks, such as over-reliance on managerial skills and the impact of inaccurate information. The conclusion underscores the value of MIS for Travelodge, emphasizing its role in effective marketing and business decision-making.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing information system is the management system which helps the manager to take
the marketing decision in the organisation. It is the system under which manager gathers the data
and evaluate that to find the problem and try to resolve it. There are 4 component of the MIS
Internal record is the first one in which internal information about the company is gather by the
company. Marketing intelligence is the second component in which manager gathers the external
information of the company from the external environment, newspaper, magazine, distributor
and customer feedback are the some of the source (Novikova, 2015). Marketing research is the
third component of the MIS in which manager researches in the market to find out the problem
in the environment and try to resolve it. Decision support system is the 4 component which helps
the manager to take the decision in better way as different software are used in for gathering and
evaluating of data and plans are also made with the use of that software. Travelodge hotels is the
private company which offers services in the hotels and hospitality industry in the UK.
Travelodge is the one of the largest company in the industry in UK . These reports highlights the
usage of component of MIS in the organisation. Further report also shows the effectivness of
MIS in the organisation.
MAIN BODY
Marketing information system (MIS) is the one of the most commonly used tool in the
marketing by the organisation as component of MIS provides company with the solution of each
and every marketing hurdle which are faced by the organisation. Component of MIS has also
been used by Travelodge in overcoming many marketing problem. There are 4 component of
MIS (Laudon, 2016). Internal record is the first component of MIS is being applied by the
manager of the Travelodge as in the company manager gathers all the information regarding the
internal record of the company with the parties in charge of that, so that manager can have a
proper knowledge of cost incurred by the company, sales of the company and cash flow of the
company as on the basis of that manager at Travelodge takes the decision. Marketing intelligence
is the second component in which manager in the Travelodge uses the different source to gather
the external information about company as it help the company to known the position of the
company in the external environment, manager gets these information from the sales force of the
company and distributor of the company as they are in touch with customer, manager can get the
information from the publishers data from magazines and newspaper and also through the
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customer feedback it helps the Travelodge in gathering the data and also in improving the
communication in the organisation as manager always try to reach the concern party in regular
time interval to gather the information (Rowley, 2016). Marketing research is the third
component of the MIS which helps the company to ascertain the problem faced by the
Travelodge in the marketing as it relates to see the marketing technique used by manufacturer,
retailer and distributor which helps the company to see what is lacking in the marketing efforts of
the travelogue. After ascertaining the problem in the marketing, marketing manager of the
Travelodge applies different marketing knowledge and takes the decision to resolve it as it can
help the firm in improving the marketing of the company. Decision support system is the fourth
component of the MIS it helps the manager of Travelodge to take the marketing decision more
effectively as in it different software are used to collect the information from the environment
and software are also used to evaluate the data which was collected in the past which helps the
manager at Travelodge to understand the situation in better ways and software also helps the
manager to design the different marketing plans and strategies (Kotler and et.al., 2017).
Marketing Information system (MIS) offers a variety of features to the manager to
improve the effectiveness of the work as with the help of MIS company is able to get the
information of both the internal and external environment as these are the two big factor which
affects the business, internal environment information includes the internal records information
of the company such as cash flow projection of company, sales of the company and cost incurred
by the company these records helps the manager to see the current position of the company and
takes the decision to improves it (Cedrola, 2015). External environment information includes the
information which are not in hand of the company which are gather from the publishers,
distributors and sometime from the customer it helps the company to understand what external
party thinks about the company. Components not only helps in gathering the information but also
helps the manager to evaluate that as these helps the company to uncertain the problem which are
becoming the hurdle in marketing process of the company which eventually result in improving
the quality of the information gather by the manager as they are the two thing which is important
in the information that they are gathered from right source and evaluated in the correct way
(Shukla, 2018). Component of MIS includes the researching of the market as it helps the
company to ascertain the marketing policy of the competitor in the market and also helps in
finding out the problem which is faced by the company in marketing, through that information
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manager can take a decision to resolve the problem and can use the different policy to get a
competitor advantage. Components of MIS also coordinates different marketing plan into
common plans and also manager approaches the department on continues basis to gather the data
which helps the firm to improves the efficiency of communication in the organisation.
Component of MIS helps the leader to take the decision in the better way as component of MIS
provide the help of software to the leader in gathering and evaluating the data which increases
the efficiency level of the leader as software can help the manager to see the different faces of
data which was not touch by the manager earlier. Component of MIS helps the business to cut
down the marketing cost of the business as it provides a thorough knowledge of the marketing
technique which helps the manager to known what part of marketing is not effective and can
remove that part of the marketing which will reduce the marketing cost of the company and will
eventually increase the efficiency of the marketing in the business (Rowley, 2016).
A question which always arises with MIS and component of MIS is that is it effective or
not? Many leader has said that it is useful for them and some was against it. MIS is the tool
which are used by almost all the organisation in today world as it provides the business with
almost all the marketing solution which occurs in the marketing process. It also helps the
business to be ready for the situation which is too be occur in the future with proper scanning of
the environment, and also helps the business in proper communication in the organisation as MIS
forces the manager to gather the information from almost all the parties in the organisations such
as employee, sales, distributor and finance department (Kotler and et.al., 2017). It also helps the
firm to collect a good and proper data which allow firm to check the current situation of the
business and sometime used as a basis for the decision making in the organisation but sometimes
it also proves to be risk full for the team as effectiveness of a MIS overdependent upon the skills
and knowledge of the manager as manager is the one who need to evaluate and make the
decision according to the requirement of the business so it can prove to be positive if the
manager has a good knowledge of the marketing but can be risk full also if the manager is not
able to cope up with the requirement of the concept. MIS is also depends upon the information
gather from the internal and external environment, sometime wrong source of information can
laid to negative effect for the business as the information are the main basis for the manager to
take the decision under MIS (Cedrola, 2015).
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CONCLUSION
After going through the above report it has been summarised that Components of MIS is the
main tool which is used by Travelodge to effect the marketing of the business as the features
offer by the MIS is very useful in affecting the business in positive way. After that it has been
proved that component of the MIS is very useful for the marketing of the business as these
component covers a variety of aspect of the marketing, there are some disadvantages also of a
MIS shown in the above report but the advantages which are offered by MIS is enough for the
business to use these tool in the organisation for taking marketing decision.
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REFERENCES
Books and Journals
Novikova, E.N., 2015. Design of a marketing information system. Mediterranean Journal of
Social Sciences. 6(1 S3). p.141.
Laudon, K.C. and Laudon, J.P., 2016. Management information system.
Rowley, J., 2016. Information marketing. Routledge.
Shukla, N. and Gupta, A., 2018. Designing Marketing Information System an Analysis. GST
Simplified Tax System: Challenges and Remedies. 1(1). pp.148-150.
Kotler, P. and et.al., 2017. Marketing for hospitality and tourism.
Cedrola, E., 2015. Marketing Information Systems. Wiley Encyclopedia of Management, pp.1-2.
Online
Component of MIS. 2014. [Online]. Available through
<http://www.yourarticlelibrary.com/marketing/mis-top-4-components-of-marketing-information-
system/32273>
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