Marketing Management Report: Analyzing Motel 6's Business Strategies

This report provides a thorough analysis of Motel 6's marketing management, examining its business activities within the hospitality industry. It begins with an introduction to marketing principles and then delves into a PESTLE analysis to assess the political, economic, social, technological, environmental, and legal factors impacting the company. A SWOT analysis identifies Motel 6's strengths, weaknesses, opportunities, and threats. The report also explores current industry trends, competitor analysis, and the application of Porter's generic strategies. It further covers SMART objectives, STP analysis, perpetual maps, and the 7 Ps of marketing, offering a comprehensive overview of Motel 6's marketing mix. Recommendations are provided, and the Ansoff matrix is applied to suggest growth strategies. The report concludes with a summary of findings and a list of references.

Marketing
Management

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
PESTLE ANALYSIS.............................................................................................................1
SWOT Analysis-....................................................................................................................2
Current trends of industry..................................................................................................3
Competitor analysis..............................................................................................................4
Porter Generic strategy........................................................................................................4
SMART objectives................................................................................................................4
STP analysis..........................................................................................................................5
Perpetual Map......................................................................................................................5
7 p’s........................................................................................................................................6
RECOMMENDATION.......................................................................................................7
Ansoff matrix........................................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is defined as philosophy that enterprise should analyze the needs and wants of
customer and to make decision as per their requirements. Each enterprise must strive to satisfy
the wants and needs while meeting enterprise goals (Cho, Fiore and Yu 2018). Thus, market is
offering combination of services, idea, person, place etc.
Additionally, it is function that involves of involving, implementation and to keep control
over marketing programmed and campaigns. The main aim of marketing management is to bring
improvement in product and service to satisfy the requirements of customers with help of
reaching potential customers.
The present report is based on business activities of Motel 6; it is enterprise that deals in
accommodation services. Furthermore, assignment will cover activities as SWOT, PESTLE and
current trends and competitor’s analysis of enterprise to run business activities effectively.
Lastly, report will be based on recommendation to improve marketing activities.
MAIN BODY
PESTLE ANALYSIS
It is defined as strategic analytical tool that stands for political, economic, social,
technological, environmental and legal factors. Thus, the potential impact of these components
can be analyzed and this defined in below defined manner as are-
Political factor- Political stability termed out as basic necessities to gain success regardless of the
industry. Therefore, political components influence the number of visitors, business travelers and
tourist in direct and indirect mode (Chen and et.al.,2018). Therefore, the risk or threats of acts of
terrorism are most likely to reduce the number of visitors to London and UK. However, this is
the particular situation that has negatively affected the Motel 6 performance.
Economic factors- The macroeconomic components such as inflation rate, savings rate, foreign
exchange rate mainly determines the aggregate demand and investment in economy. On the other
hand, Motel 6 worldwide holdings can have the use of firm economic factor such lodging
industry growth rate, spending power of consumer etc.
Social factor- The components as culture and way of doing the things affects the operation of the
enterprise in the huge context. Thus, shared beliefs and attitude plays great role that how markets
of Hotel Motel 6 understands the customers and their needs. However, demographic, income
level of consumer, skill level of population impacts the working of the industry.
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Technological factor- It is fast disrupting various industries around the world. Technological
factor have great impact on performance of Hotel. Henceforth, hotel bookings have become very
sophisticated. Thus, great technological advancement leads to have positive effect on the
performance of hotel (Blakeman, 2018). Thus, enhancement in the number of social media such
as Face book, Twitter and website life Trip advisor assist the customers to get connected with
hotel. This kind of technology has helped the enterprise to conduct proper function within the
enterprise. In order to expand business activities effectively, the enterprise needs to adapt
technological advancement that leads to accomplish business objectives.
Legal- These are those components that termed out as crucial source of external impact on
performance of Hotel Motel 6. Thus, it is inclusive of changes in the Jurdiction of the UK, this
has impact on catering industry of UK. Thus, the rules in relation to the visa restriction in many
such as EU, Australia etc and this plays important role in travel and tourism.
Environmental factor- Different market have differ norms that can impact the profitability of the
enterprise in those markets (Hurtado, 2018). Within the enterprise there are different
environment and liability laws. In order to earn profitability, the existing market must carefully
evaluate standards of environment that are required to operate in those markets.
SWOT Analysis-
It is vital strategic planning tool that can aids to do the situational analysis of the
organization. This, its defined in the following manner as are-
Strength-
 The business enterprise has most extensive and vast scope of the business.
 It is the enterprise that has effective customer retention schemes.
 High level of the service customization has accomplished by this industry via
technological integration.
 This entity has strong property portfolio.
Weakness-
 This is the enterprise that has huge level of the debts.
 The little global market share has the large portfolio of brands.
 Lack of the flexibility within market due to its large size.
Opportunities
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 This is the enterprise that has chance to have further international market expansion.
 It is entity that has formation of strategic alliance.
 This is the organization that focuses on research and developments, as this aids to
enhance brand image in the market.
 It is the enterprise that has presence within the middle level budget hotel sector.
Threats
 The rapid changes in technological advancement impacts the working of industry.
 There is high level of threats of terrorism and political instability within the market.
 Ethics relates issues within hotel Motel 6 impact the working of enterprise.
 The loss of key talent workforce and key personnel impacts the working of the industry
in huge context.
Current trends of industry
It is competitive industry that is extremely competitive, this is crucial for hospitality
industry to keep with the latest trends. Thus, these trends are defined in following manner as are-
 Sustainability- Customers are mainly concern with issues as environmental and wants to
know that business is dealing in ethical behavior. Sustainability is one of the noticeable
hospitality trends of current times with growing number of hospitality business and to
promote the eco-friendliness.
 Artificial intelligence- It plays crucial role within hospitality industry but it plays
effective role to bring improvement in customer service. There are some hospitality
industries who have introduced AI and voice controlled customer service to assist
customers.
 Robots- one of the most hospitality trends is emergence of Robots. It is define as machine
that built to carry out the complex task either autonomously and semi autonomously. This
is very effective technique that can aid to hospitality management in generating speed,
accuracy improvement and cost.
Current issues in Hospitality industry
 The one of the main issue is to constantly changing expectation of customers.
 Regular innovation and continual technological changes impact the industry as the loss of
talent has become the key issue in growth of industry.
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 The one of the issue is relate with skilled labour shortage, staff turnover and irregular
working hours impacts the working of the industry.
Competitor analysis
This is defined as marketing and strategic management defined as an assessment of the
strength and weakness of current and potential market competitors. Thus, current competitor of
the Motel 6 is Marriott, Holiday Inn etc.
Porter Generic strategy
There are approaches that can be applied to product and services in all industries and to
the organization of the all sizes. Thus, it’s defined in following manner as are-
 Cost leadership strategy- It is defined as plan of action that aids to gain competitive
advantage within the industry. However, developing the competitive edge can assist to
Motel 6 to gain competitive advancement within market.
 Differentiation strategy- It is defined as plan of action that involves in making
commodities more attractive than to the competitors. However, the good research,
development and innovation plays crucial role in undertaking business activities
effectively and efficiently. Thus, Motel 6 must use effective sales and marketing
activities by understanding the benefits offered by the differentiates industries entity can
enhance its brand image.
 The focus strategy- The firm should consider focus strategy to put concentrate on niche
markets by understanding the dynamics of market with help of identifying customers
unique needs. Thus, Motel 6 must use this method as this helps in building strong brand
loyalty among customers.
SMART objectives
It is the goals and also called as objectives that can be adopted as team and used by individual
employees, manager and entrepreneurs. Thus, its defined in following manner as are-
 S- The entity must set the goals to enhance the brand loyalty and customer retention by
50% in coming three years.
 M- The customer loyalty will be helpful to determine the about the objective in market.
 It is the stage that can aid to measure out that whether the goal is achievable or not.
 R- With help of adoption of technological advancement and skilled labour workforce the
goal can be accomplished and it can provide realistic performance expectation.
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 T- The loyalty of gaining profitability and productivity must be gained within 3 years.
STP analysis
The model as segmentation, targeting and positioning is mainly for retaining the guest
and this can widely used in hospitality industry. This is defined as model that is consist of three
steps as are-
 Segmentation- It can be done in the manner as demographic, geographic, psychographic
and behavioral etc. There are different markets that can be used by hotel to segment the
target markets (James and Taylor, 2019). The Motel 6 is the hospitality company and this
provides accommodation services at the worldwide level. Henceforth, this entity has use
demographical segmentation as they segment market as per the gender, life style, social
class and income of people.
 Target- In order to attend the high profitability, the Motel 6 must target adults and retired
age people. Thus, lifestyle can attract to adults to travel and stay in leading hotels. On the
other hand, retired ones usually prefer to travel to enjoy their leisure moment. With help
of targeting this group, the entity can able to earn huge amount of the profitability.
 Positioning- In order to assist customer with excellent customer satisfaction, Motel 6
must linked with significant corporate traveller to promote the meeting rooms by offering
group rates. With help of using this kind of advanced system, it can be possible to
identify and market to guest to provide the highest return to the customers.
Perpetual Map
Perpetual map is chart defined by market researchers and businesses to depict and to
understand about target customer view and to feel in terms to given brand or commodity. This
will assist to Motel 6 to understand in terms to brand and commodity competitive positioning.
Also, being one of the highest priced hotels little over 200 dollars per night. Therefore, Motel 6
Niagara falls is the highest quality out of five hotels. The one of the attractive point about this
hotel is that it is situated besides the Niagara Falls and this is also one of the world biggest
attractions. This hotel has beautiful waterfall or city views and also has fine dining view and
customer can have night life here. It is the perfect place for any kind of the traveller.
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7 p’s
The chain of Hotel and resort is popular among the world. This is chain of hotel service
with combination of luxury and amenities. Therefore, Motel 6 marketing mix defined in
following manner as are-
Product- This is hospitality industry that provides the variety of hospitality services across the
hotel chains. Therefore, Motel 6 Garden Inn, executive services like extended stay suits and
vacations are part of the marketing mix product and service strategy. Additionally, the exotic
food and drinks on the hotel menus are one of the best hospitality delights for the customers. It
also provide their member exclusive membership discounts and other facilities like free Wi-Fi,
room options etc. Hence, the services as hotel, event celebration, wedding and banquet facilities
offer a gala experience to customers.
Place- It is hotel that engaged in providing deluxe experience of providing luxurious service
across the globe within 84 countries. This hotel is situated near the well surroundings and this
adds unique experience to the customers. Additionally, the attractions as Beach sides, calmness
around the place make it as desirable leading option of the people around the globe. Henceforth,
international indulgence Motel 6 and resorts showers to customised needs of the population.
Therefore, establishment is one of major vacation spots Motel 6 resorts are on spots near
airports.
Price- It is one of the leading enterprises that targeted the customers as exclusive segment of the
society. Thus, the cost of different types of hotels by Motel 6 group serves for the specific
purpose. With the advanced growth in international business within new emerging markets
luxury service provider is expand their business in this country (Wallwork, 2018). Henceforth,
price range changes with value added services as extra Wi-Fi, parking, exclusive service for
guest and food etc. This is the hotel that has premium prices for the services as spa, restaurants,
dynamism and breakfast etc. with help of adopting premium pricing strategy for the upscale
services. It is the hotel that provides four and five star customer service with sense of stay.
Promotion- It is also defined as hospitality industry that chooses to select the unique promotional
activities that helps to stand out of the crowd. This is the entity that offers unique exclusive
membership to people. Hence, well dedicated team and staff focus on marketing strategies to
bring about the unique and new marketing indulgence. In order to attract the customer, hotel
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Motel 6 uses promotional tools as print, media and television etc. It has given the strong
feedback to the promotional strategies of hotel Motel 6.
Physical evidence- Motel 6 group hotels and resort has great reach ad presence of its working
properties around the globe. Henceforth, this is the entity that has tied up with many hotel
bookings chains to enhance its reach and evidence in the market. Therefore, this si the enterprise
that has variety of location and type of services, the Motel 6 carry a lot of weight in the market.
Process- The system and processes of the Motel 6 group are considered as one of the best
management chain in the world. Thus, the flow of the processes and service to the customer of
this group is constant. Henceforth, this group has helped to minimize the operating cost. Thus,
Motel 6 group has maximized its profitability with resulting from maintaining market leading
position.
People- The target and individuals can directly relate to this business. Therefore, hotel business
at the worldwide level depends on the loyal customers and upcoming market customers. In order
to maintain the loyalty and to have the large customer base the entity needs to overlook the
services as running support desk, customer service and to organise different entertainment events
and these are the string based of the Motel 6 success.
RECOMMENDATION
On the basis of above report, the suggestive measures must be taken to gain the
profitability and productivity within the enterprise as are-
The enterprise must use technological advancement that can help to provide effective assistance
to customer in booking hotel and get quick services in ease mode. Therefore, technical
advancement can attract the customer and this leads to gain profitability and productivity.
It is the enterprise that should use regular innovation services. This can aids to customer to offer
and build services effectively. Thus, innovation in the services leads to enhance the customer
experience.
Motel 6 manager should hire the skilled labour workforce who can provide better assistance to
the customers. This is one of the effective methods to attract customer and to maintain and
enhance enterprise sustainability. Thus, good workforce helps to build and enhance organisation
profitability.
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The enterprise must provide effective customer services with help of analysing their needs and
wants of the customers. It can attract the wide range of customer and this leads to enhance the
competitive advancement of the enterprise by enhancing customer retention.
The entity should have the use of Artificial intelligence and smart service that can aids to attract
the customer and this leads to enhance the market share of the enterprise by providing effective
services to the customers.
Entity must implement technological advancement that can bring fast and adaptable business
services it can also helps to attract and gain customer satisfaction. Thus, technological
advancement and effective services leads to enhance the customer loyalty and customer base.
Ansoff matrix
This is defined as strategic planning tool that offer frameworks to help executives, senior
managers and marketers to device plan of action for the future growth.
Market penetration- This is the strategy that provides the want to sell the existing product and
services to more customers. With the use of this strategy, the customer can be attracted and brand
image of the entity can also get enhanced. By providing the premium facilities the customer can
also be enhanced and sustained for long duration.
Market development- By help of entering into the new markets the diversification of firm aids to
gain the customer loyalty (Andrén-Sandberg, 2018). With help of entering into the new market,
the firm can able to attract new market segment and this can leads to enhance the profitability of
the enterprise.
Product and development- The enterprise should use technological advancement facilities as this
aids to develop existing commodities within the market. With the use of effective modification in
the product and service the brand image of the enterprise can also get enhanced and this can lead
to enhance firm sustainability by attracting the new customer with their technological services.
Diversification- With help of diversifying the markets with new product and services the entity
can enhance their sales with existing customer base. With help o bringing diversification in
business activities, the entity can perform their business activities in effective and efficient
manner.
CONCLUSION
Based on the above aforementioned report it can be concluded that marketing strategy
defined as to implement those activities that can aids to satisfy customer needs, enhance and
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maximise profitability and to beat competition. The present report is based on business activities
of Hotel Motel 6. Furthermore, this report has covered internal and external marketing activities
to analyse the market situation of the enterprise. Thus, this also has laid emphasize on activities
as elements of marketing mix and Ansoff growth strategy to analyse the competitive strength of
the enterprise.
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REFERENCES
Book & Journal
Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Hurtado, A., 2018. Protecting the Mickey Mouse Ears: Moving Beyond Traditional Campaign-
Style Enforcement of Intellectual Property Rights in China. Fordham Intellectual Property,
Media and Entertainment Law Journal. 28(2). p.421.
James, E. and Taylor, A., Concluding thoughts on humanitarian innovation. Managing
Humanitarian Innovation, p.209.
Wallwork, A., 2018. Business and Finance. In Wordsearches. Springer, Cham.
Andrén-Sandberg, F., 2018. How Could Countries Reap the Benefits of the Decommoditisation
Trend. In Commodities Pricing and the Bulk Trap . Springer, Cham.
Cho, E., Fiore, A.M. and Yu, U.J., 2018. Impact of fashion innovativeness on consumer-based
brand equity. Journal of Consumer Marketing, (just-accepted).
Chen, S and et.al.,2018. Teaching Design Thinking in Marketing: Linking Product Design and
Marketing Strategy in a Product Development Class. Journal of Marketing Education.
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