Travelodge Marketing Plan: Analysis, Targeting, and Positioning

This report provides a comprehensive marketing plan analysis for Travelodge, a major budget hotel chain. The analysis begins with an executive summary and company overview, highlighting Travelodge's market position and services. It then delves into a SWOT analysis, identifying the company's strengths, weaknesses, opportunities, and threats. The report also examines Travelodge's segmentation, targeting, and positioning strategies, detailing how the company aims to reach its target customer segments. Furthermore, the report includes an external analysis, considering political, economic, social, and technological factors that influence the business. The report concludes with a marketing plan that outlines strategies for Travelodge's continued success and expansion. References are provided to support the analysis and findings. This assignment is a valuable resource for students seeking to understand marketing principles and apply them to a real-world business case.

MARKETING PLAN FOR TRAVELODGE
Executive summary
The organization that has been
discussed is this present report is
Travelodge. This is a hospitality
organization which is second largest in
the budget hotel sector having more
than 32,600 rooms across the world.
The organization has already a strong
hold on present market as well as
customer segment, through this pan
they will attempt to reach out to the
fresh and relatively untapped segment
in the world.
Company overview
It is a third largest hotel
chain in the UK by the 32600
number of bed rooms. It
provides accommodation,
travelling, lodging and fooding
facilities to the customers.
SWOT analysis
Strengths
 One of the major strengths of the Travelodge is presence in the right
location.
 They have high synergies amongst stakeholders.
Weaknesses
 Lack of training among employees
 Lack of mixing among market policy and organization policy
Opportunities
 They can adopt an online service for delivery of products
 Go global
 Partnership with international firm
Threats
 New entry in the market
 Lack of talented employees
 Lack of financial support.
External analysis
It includes those factors which can
affects the business from outside the
environment. The factors includes -
Political
 Political stability and importance of
Lodging sector in the country's
economy
 Bureaucracy and interference in
Lodging industry by government
Economic
 Government intervention in the free
market and related Services
 Inflation rates
Social
 Demographics and skill level of the
population
 Culture (gender roles, social
conventions etc.)
Technological
 Impact on cost structure in Lodging
industry
 Impact on value chain structure in
Segmentation
Travelodge’s segmentation targeting and
positioning refers to ways in which the
organization chose to provide the services to
and give position to the services to fulfil the
needs and aspiration of these individuals in the
best possible manners
Targeting
Targeting refers that which will be the target
customers of the Travelodge. They have to
find the most attractive area which helps
them to maximize their profits.
Positioning
Positioning refers to the place at which
Travelodge will going to target the services from
where they can reach the most valuable customer
segment
REFERENCES
Ottman, J., 2017. The new rules of green marketing: Strategies, tools, and inspiration for
sustainable branding. Routledge.
Babin, B.J. and Zikmund, W.G., 2015. Exploring marketing research. Cengage Learning.