Marketing in Communication: Travelodge's Business Strategies Report

This report provides a comprehensive analysis of Travelodge's marketing and communication strategies. It begins with an introduction to the hospitality industry and Travelodge's position within it. The report then defines product and production orientations, outlining their advantages and disadvantages, and identifies the marketing management orientation adopted by Travelodge. It further explores the internal environment factors, highlighting strengths and weaknesses within Travelodge's business operations, including technological and legal dimensions, as well as factors such as owners, suppliers, culture, employee strength, and financial resources. The concept of positioning is discussed, emphasizing its importance in marketing strategy planning, alongside potential positioning strategies for Travelodge. Finally, the report identifies Travelodge's product and service offerings, detailing the marketing mix elements such as product, price, place, and promotion, to deliver products and services effectively, and how these elements contribute to creating a unique value proposition and competitive advantage in the market. The report concludes with a summary of the key findings and recommendations for Travelodge's future marketing efforts.

MARKETING IN
COMMUNICATION

Table of Contents
INTRODUCTION...........................................................................................................................1
Overview of Travelodge- ...........................................................................................................1
TASK 1 ...........................................................................................................................................1
A. Define the product and production orientation and highlight its advantage and
disadvantage. ..............................................................................................................................1
B. Identification and discussion on marketing management orientation adopted by Travelodge
with help of example. .................................................................................................................2
TASK 2............................................................................................................................................3
A. identification and explain two internal environment factors that could be considered as
strength and weakness of Travelodge business operations. .......................................................3
B. Explanation on internal environment factors that could be considered as strength and
weakness of travlogue business operations. ...............................................................................3
TASK 3 ...........................................................................................................................................4
A. Description on the concept of positioning and importance in planning of marketing
startegy for Travelodge. .............................................................................................................4
B. Description on positioning strategy that Trvelodge could taken in positioning. ...................4
TASK 3............................................................................................................................................5
A. Identification in Travelodge product and service offering to deliver product and services. .5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
The marketing and communication will be helpful and it is crucial to planned out each
things in better mode (Fernández-Cavia and et.al., 2017). It is tool that will be inclusive of the
advertising, personal selling, direct marketing, sponsorship, public relations and promotions. The
present report is based on the business activities of the Travelodge, it is hospitality industry in
the UK. Furthermore, the report will cover the following activities as product and production
orientation, marketing mix and it strategies to conduct the business activities effectively.
Overview of Travelodge-
This is the firm that works as to operating in the hotel and hospitality industry and
situated in United Kingdom. This firm operates their working in the attractive midscale and
economy sector of hotel market and also provides standardised and modern guest rooms at the
affordable prices rates. It is usually located in the centre of major cities as London, cardiff,
Manchester, Dublin, Barcelona etc. thus, it provides quality services at affordable price and with
the attractive leisure facilities. This kind of services will be helpful in terms to provide better
services to customers.
TASK 1
A. Define the product and production orientation and highlight its advantage and disadvantage.
Product orientation- In this, the product orientation can be defined as sole consideration
on products and services alone. Thus, product oriented firm works as to put the maximum efforts
in producing the quality products and to fix it at the right price so that consumer can works as to
differentiate the firm product and purchase it ( Teixeira, Barbosa and Pinto, 2019 ). Advantage
and disadvantage has been discussed in below context as are-
Advantage-
 It is assistive in terms to put consideration over product quality.
 This allows technology to be developed so that can be used for the wider range of
commodities.
Disadvantage-
 This approach do not focus over the needs and wants of the customer but it also focus on
the quality of the commodities.
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 By focussing over brand and selling message only on product, construction, cost, quality,
features, change in techniques or other kind of factor can devalue in other product selling.
Production orientation- In this, the firm provides production orientation and it also allows
to ignore customer need and there focus must be made on building quality product (Hänninen
and Karjaluoto, 2017 ). Thus, firm with the market orientation put their first consideration over
the quality of product and services.
Advantage-
 It allows to focus on need and wants of customers rather than focussing over customers.
Disadvantage-
 In this, the quality of products tends to be ignored in order to produce production at the
maximised level.
B. Identification and discussion on marketing management orientation adopted by Travelodge
with help of example.
The marketing concept is the strategy that works as to implement the working as to satisfy
the needs or customers, enhancement in sales, maximisation in profitability and beat the
competition avail in market. The marketing management orientation has been developed by the
Travelodge. It is the orientation that is build on principle that firm should work as to exceed its
competitors in the efficiency level of creation, delivery and marketing of products so that various
beneficial aspect can get (Lewandowska and et.al., 2018 ). This is the concept tat is useful in
order to create the commodities that can satisfy the needs and then it allows to have better
comparison with the competitors.
The company providing the services of Travelodge made a good choice in terms to execution of
this principle due to product will be become similar popular among the people from the differ
areas. This kind of production system is very popular among the huge companies and its appears
to be best for the contemporary society. Thus, this kind of the services plays crucial role in terms
to managing the whole operation in effective mode. In this, it can be said that the company with
the customer in the mine rather than pushing the orders they works as to gain in terms customers
satisfaction so that the productivity can be maximised.
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TASK 2
A. identification and explain two internal environment factors that could be considered as
strength and weakness of Travelodge business operations.
The operations of Travelodge and consumer buying behaviour both can affect the
working of the enterprise in the huge context. Thus, it strength and weakness has been defined in
following manner as are-
Technological dimension- There are the number of methods that are available for the
conversion of resources into the products and services. In this, the manager must be responsible
and careful about the technological dimension. The Travelodge should adopt the technical
advancement so that they are able to provide the quality services to the customers. On the other
hand, investment decision must be accurate in the new techniques and this kind of the things
must be adaptable (Porcu and et.al., 2017). With the advent of new technologies, it can be
possible to bring smooth working in the enterprise.
Legal dimension- The political legal dimensions is the factor that refers to the government law
of business, business government relationships and the all political and legal situation of the
country. The business government relationship is crucial in order to run systematic bsuiness
operations. Thus, implementation of law and justice in a country indicates
B. Explanation on internal environment factors that could be considered as strength and
weakness of travlogue business operations.
The forces and conditions surrounding within the boundary of the enterprise are the major
elements that affect the working of the organisation in the huge context. In addition to this, the
internal environment will be consisting of the following factors as-
Owners- They are the people who invested in the company and they have property rights and
claims to the organisation. They are the people who can change the policies ans procedure of
Travelodge.
Supplier- The suppliers are the providers of the production and service materials and they deal
with the suppliers to maintain the good coordination. This kind of things attracts the customer in
the huge context ( Kocic, Ratkovic and Marijanovic, 2017 ).
Culture- The organisation culture collective behaviour of members and that is also helpful in
terms to maintain the values, mission and values of that they attach to the actions. The culture
and all other factors can affect the working of the enterprise in the huge contetxt.
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Strength of employees- It is also one of crucial part and internal business factor. If the
employees are motivated, hard working and talented then the can able to produce better results as
compare to the unmotivated and less talented workers in the enterprise. Thus, the internal
workers basically inclusive of the strength and weakness and it cal also affects the objectives of
the enterprise. The financial resources as funding, investment opportunities and sources of
income can affects the working of the enterprise in the huge context.
TASK 3
A. Description on the concept of positioning and importance in planning of marketing startegy
for Travelodge.
Positioning is a marketing concepts that works as to outlines what business should taken
the initiatives in terms to market its product and services to its customers. In this terms, it can be
said that the good positioning strategy elevates the marketing efforts that helps the buyers move
from knowledge of product and services to its customers (Akbar and et.al., 2017). In addition to
this, by knowing the need, wants and interest of a product or service to target market. In this,
good marketing team will be helpful in order to develop a positioning statement in terms to reach
the target market as soon as possible.
In terms to make the effective marketing strategy, it can be said that the reaching the
customers can also be the matter of advertising. The effective promotional strategy can be done
with the use of promotion, price, product and place with help of it business operations of
Travelodge of can run in the market in better mode. By analysing the needs and wants of the
customers each things can be done in the better and efficient mode. In this, it can be said that the
good positioning can be helpful in order to give the Unique value proposition and its makes the
brand stand out of its products and services. Thus, the good position is also one that allows the
flexibility to the brand and product extension in changes, distribution and advertising.
B. Description on positioning strategy that Trvelodge could taken in positioning.
The positioning strategy will be helpful in terms to make the product of the firm unique
as compare to its suppliers in the market. The two elements are there and that must be inclusive
of core elements as articulation of key benefits and to make distinguish from its competitors.
Under this, focus must be given on highly competitive markets so that there can be possibilities
in order to offering help and sustain the long terms success in the enterprise ( What is a
'Marketing Mix'. 2018.). Thus, the major driving force is the competitive landscape that without
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brand there is no meaning to position the brand in the market. It is the kind of internal marketing
communication and it provides the direct with help of which the organisation function can be
taken in the systematic manner. The positioning strategy will be helpful in order to set the target
so that long terms profitability and productivity can be achieved. Thus, the good positioning
strategy will be helpful in terms to carry out the business operation's in the effective manner.
Thus, this kind of the things must be executed correctly, posting creates values and ensuring that
customer will pays for the products and service as they be capable for running the activities in
the market (Fernández-Cavia and et.al., 2017). Furthermore, it can be said that product
positioning is one of major element with help of which marketing plan and startegy involves
developing and communicating the distinct attributes about the product and services to the
targeted customers.
TASK 3
A. Identification in Travelodge product and service offering to deliver product and services.
The marketing mix refers to the actions and combination of factors that is controlled by
the firm to influence the customers to purchase the products and services. This kind of the
activities will be helpful in order to bring competitive advantage in market. Thus, it will be
inclusive of the following things as are-
 Product- This means product and item that is helpful to build and satisfy the need of
certain group of people. Thus, product has certain life cycle as growth phase, maturity
phase etc. In this term, travelogue hotel takes various initiatives in order to provide the
customers the good quality of facilities and this all things affects the business function in
the huge context.
 Price- The price is one of the essential component of marketing mix. With help of it,
there can be possibility in terms to bring long term profit and survival. Thus, pricing is
the term that will always be useful in order to shaping mind of customers about the
products. By providing the quality services at the affordable price rate the all things can
be taken in the better manner (Teixeira, Barbosa and Pinto, 2019).
 Place- It also provides the careful selection of product in market. In this, the type and
suitable place must be selected as per the suitability of the customers demand. Thus, the
another kind of consideration as physical store, online or both. This kind of things will be
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helpful in terms to bring the efficient customers so that all things can be done in efficient
mode.
 Promotion- The Travelodge can works as to promote the marketing campaigns with the
help of promotional mix. Thus, this activities will be inclusive of the advertising sales
promotion and personal and public relations so that each things can be undertaken in
better manner.
CONCLUSION
Based on the above report it can be concluded that marketing in communication will be
helpful in terms to build competitive advantage in market. The present report will be based on
business activities of Travelodge, it is hospitality enterprise. In addition to this, the present report
will cover the following things as marketing strategies, marketing mix so that all thinsg can be
planned effectively.
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REFERENCES
Books and Journals
Fernández-Cavia, J and et.al., 2017. Online communication in Spanish destination marketing
organizations: The view of practitioners. Journal of Vacation Marketing. 23(3). pp.264-
273.
Teixeira, S.F., Barbosa, B. and Pinto, H., 2019. How Do Entrepreneurs See Digital Marketing?:
Evidence From Portugal. In Entrepreneurial Orientation and Opportunities for Global
Economic Growth. IGI Global.
Hänninen, N. and Karjaluoto, H., 2017. The effect of marketing communication on business
relationship loyalty. Marketing Intelligence & Planning. 35(4). pp.458-472.
Lewandowska, A and et.al., 2018. Neuro-marketing Tools for Assessing the Communication
Effectiveness of Life Cycle Based Environmental Labelling—Procedure and Methodology.
In Designing Sustainable Technologies, Products and Policies (pp. 163-173). Springer,
Cham.
Porcu, L and et.al., 2017. Examining the mediating role of integrated marketing communication
on the relationship between adhocracy culture and brand advantage. In Advances in
Advertising Research (Vol. VII) (pp. 281-295). Springer Gabler, Wiesbaden.
Kocic, V., Ratkovic, M. and Marijanovic, R., 2017. Investments in Tourist Potential of Serbia in
Order to Have a Better Marker Recognizability.
Akbar, F and et.al., 2017. Niche marketing strategy framework for SMEs: A conceptual
framework.
ONLINE
What is a 'Marketing Mix'. 2018. [online] Available
thorough:<https://www.investopedia.com/terms/m/marketing-mix.asp>.
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