Unit 15: Hospitality Marketing Essentials - Marketing Plan Report

This report analyzes the marketing plan for Travelodge Limited, focusing on strategic objectives, vision, and mission. It explores the STP (Segmentation, Targeting, and Positioning) strategy, detailing how Travelodge identifies and targets its market. The report includes a SWOT analysis, evaluating the company's strengths, weaknesses, opportunities, and threats. Additionally, it presents a marketing budget, outlining financial allocations for various marketing activities over a five-year period, including promotion, online booking, and direct booking. The conclusion emphasizes the importance of a comprehensive marketing plan and SWOT analysis for successful product launches and competitive advantage in the hospitality industry.

Hospitality Marketing Essentials
It is a type of document which include the various strategy
and it will be implement in the future for the effective
performance. Basically, market plan include the overall
overview of the organisation, it's goal & objectives. It also
include the current position or current marketing strategy of
the company and the develop another marketing strategy for
the future.
Strength: Affordable price of the rooms with high quality of
service which is help the business to increase customer
loyalty.Brand value of Travelodge Limited is very good
because it is the 2nd largest hospitality company in UK.
Company have higher marketing share and they develop
effective marketing strategy to expand their business.
Weakness: Company using market penetration strategy
which negatively affect their upper class customers. They
think that, hotel is for lower class people which affect the
company.
Opportunities: Super luxury room going to launched by
the company which improve the image of company for the
upper class people.
Threats: Due to high competition in hospitality sectors,
Travelodge have to be always creating and innovative in
their marketing strategy.
It is one of the strategy of marketing plan which include the long term
strategy along with organizational mission or vision. Strategic
objective of Travelodge Limited is to acquire high market share
through innovation of their best services to the customer which
increase loyalty and provide profitability.
Vision: To increase their reach across the nation and provide quality
service to their customer as well their loyalty regarding Travelodge
Limited.
Mission: To become first choice of the customers and provide
attractive services which provide more satisfaction. As per their future
strategy, they estimate about 10% profit margin in every quarter after
implementing their marketing plan to launch premium rooms for higher
class people. Also increase the number of visitors about 15% in the
next year (Han Neuninger, 2017).
Their is another way also which help the business to expand more in
the market with the help of STP. It include segmentation, targeting &
positioning and all of them discussed below:
Segmentation: In this analysis, firstly company analyses the segment
where they have to focus and it will be based on common interest,
characteristics or need of the customer & market. Travelodge identify
the market and then develop services which fulfill the organizational
goals.
Targeting: In this strategy, company target the specif segment which
have same class or taste. Travelodge prepare effective strategy to
attract more customer for the successful results.
Positioning: This stage include the effective promotional
Markting Budget:
Particulars
1st
year
2nd
year
3rd
year
4th
year
5th
year
Initial Fund 8000 11000 18000 18000 9000
Investment 3000 7000 10000 35000 18000
Total 11000 18000 28000 53000 27000
Marketing
Spending
Promotion 10000 8000 12000 8000 3000
Online
Booking 5000 5000 3000 6000 6000
Direct
Booking 5000 5000 5000 6000 5000
Total 20000 18000 20000 20000 15000
From this poster it has been concluded that, marketing plan is
a combination of various strategy which help the business to
introduce new product in the market. Along with this, SWOT
analysis provide the competitive analysis which help them to
analyze their strength, weakness, opportunity or threats.
CONCLUSION
SWOT ANALYSIS
MARKETING PLAN STRATEGIC OBJECTIVES