Travelodge's Marketing Plan: A Strategy to Enter the Premium Market

This essay presents a comprehensive marketing plan for Travelodge Ltd, focusing on entering the premium market segment while maintaining affordable costs. It includes a thorough market analysis using SWOT and PESTLE frameworks to identify strengths, weaknesses, opportunities, and threats, as well as political, economic, social, technological, environmental, and legal factors. The plan details specific marketing tactics, including budgeting, positioning, and segmentation strategies aimed at quality-conscious consumers with lower incomes. It also outlines the marketing mix, emphasizing product enhancements like premium economy rooms with modern amenities, pricing strategies, promotional activities leveraging digital and direct marketing, and place considerations with easy booking systems. The plan further addresses process improvements, people management, and physical evidence to enhance the overall customer experience, ensuring Travelodge delivers value-added services and maintains a competitive edge in the hospitality industry. Desklib offers similar documents to aid students in their studies.

Marketing plan for Travelodge Ltd
Business Objective: To offer luxurious services and to enter in premium market in its industry with affordable cost.
Market Analysis: SWOT Analysis:
Strength
 Offers affordable prices as known as budgeted hotels
 Runs programs for its various premium customers such as
Business account card
 Extensive presence in entire UK with 500 facilities
Weakness
 It does not equip with customers for whole services and
products with whole range
 Absence of room, concierge and porter service
 Plain looking and boring decor
Opportunities
 Environmental protection along with attaining its momentum
and green and ecotourism is considered as new trend
 Eco-friendly
 Global expansion and to gain more margin
Threats
 Competitive sector
 Limited international presence
 Absence of premium services
Marketing Tactic
Elements Description
Segment
ation
Division of current consumers with context of income as it will
give premium services at affordable cost
Target Quality conscious people with desire on less cost (Low income
consumers)
Positioni
ng
Luxurious service such as premium economy rooms along with all
modern facilities
Budget
Administration
cost 4000
Electricity cost 3000
Employee cost 3500
Land and
building 7000
Promotion cost 4500
Total expense 22000

PESTLE Analysis
Political
 Presence of digital economy act 2010 for diminishing
sum of illegal file sharing along with violations of
copyright.
 Innovative immigration policies
Economical
 Crowded market as presence of high
competition
 Increment in UK's touristry disbursement
 Increment in VAT
Social
 Location is considered as real import in hospitality
industry
 Proponent of UK enlargement
Technological
 It had stood up with easy and very
understandable booking system
 Multiple odd ins
 Wi-Fi facilities
Legal
 Creation of policy statement for demonstrating
commitment of privacy of consumers
 Dedicated telephone reservations
Environmental
 Flood or heavy rains
 Possibilities of natural factors like
earthquake which directly impact sales
Marketing Mix
Elements Description
Product  Premium economy rooms along with
modern residential decor.
 Availability of more seating with
USB charging points
 Fresh capsule coffee machine
Place  Establishing at 5 locations which are
Central London, Heathrow, Gatwick
Price  It will use such pricing method
which counters its competitor and
helps in giving value added element
as consumers want the best quality in
less amount.
Promotion  These rooms will be directly
advertised via digital comprises
social and programmatic.
 The current consumers will be
communicated with help of direct
marketing.
Process Presence of business operations which are
highly consumer focused as they will be
using Travelodge campaign
People Organization's individual like employees,
management and customer representatives
Physical
evidence
The experience of user should be good like
delivering goods to different consumers
along with consumer representatives