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uploaded to expertLPC MCOM4040                                                                                                  AUTUMN 2018 COURSEWORK BRIEF   MCOM4040  Marketing and Communications  Autumn 2018      Coursework Brief     Handout: [Week 1]  Access via GSM Learn    Deadline for Submission:   Coursework 1-Report: Thursday, 13-12-2018 2pm  Coursework 2-Assignment: Thursday, 20-12-2018 2pm     Submit this coursework through the Student Portal with a Turn-it-in Report    Word Limit    Coursework 1-Report: 2,000 Words (Plus or minus 10%)  Coursework 2-Assignment: 750 Words (Plus or minus  10%)    Learning outcomes assessed:  At the end of a module students will be expected to be able to:   1. Identify and explain the marketing concept, the marketing mix and the  components of the marketing communications mix.  2. Explain the relationship between the marketing environment, its impact upon  organisational decision making and consumer behaviour.  3. Discuss the factors that determine competitive advantage within organisations  4. Explain key theories, concepts and models underpinning business communication  to create effective communications.  5. Examine and discuss organisational issues and challenges that impact on the  effectiveness of business communication through the use of pre-defined criteria to  assist in improving communication within the organisation.  6. Demonstrate an application of concepts and techniques related to business  communication processes used within the workplace.  MCOM4040                                                                                                  AUTUMN 2018 COURSEWORK BRIEF     This Coursework is worth 100% of the total marks for this module. MCOM4040                                                                                                  AUTUMN 2018 COURSEWORK BRIEF   GSM  LONDON Page 2 of 15  Coursework Instructions  Please read carefully • Carefully read the module handbook, the marking criteria and the grade  descriptors. Academic Misconduct  You are responsible for ensuring you understand the policy and regulations  about academic misconduct.  You must:  • Complete this work alone except where required or allowed by this  assignment briefing paper and ensure it has not been written or composed  by or with the assistance of any other person.  • Make sure all sentences or passages quoted from other people’s work in  this assignment (with or without trivial changes) are in quotation marks, and  are specifically acknowledged by reference to the author, work and page. MCOM4040                                                                                                  AUTUMN 2018 COURSEWORK BRIEF   GSM  LONDON Page 3 of 15  Coursework 1-Report (50%) 2000 words       Assignment Questions    Case     Travelodge became Britain’s first value hotel brand when it launched in the UK  in 1985, opening its first hotel at Barton under Needwood in the heart of  England. Since those early days, Travelodge has grown from strength to  strength. It is one of the UK’s largest independent hotel brands. Travelodge  Operates in the attractive midscale and economy sector of the hotel market and  are positioned as a low-cost operator, offering standardised modern guest  rooms at affordable prices to both business and leisure customers (The  Guardian 2018; Travelodge 2018).     The group leased, franchised and managed 558 hotels and 42,110 rooms  across the UK, Spain and Ireland as at December 2017 (Travelodge 2018).  Travelodge hotels are usually located in the center of major cities, including  London, Edinburgh, Cardiff, Manchester, Birmingham, Belfast, Dublin,  Barcelona, and Madrid; in most of Britain’s larger towns, as well as in the  classic seaside locations and vital roadside stops (The Independent 2018).     Scenario    Hired as a marketing assistant of Travelodge’s marketing team, you have been  assigned the task of writing a report that addresses each the following areas:   Introduction   Outline the purpose of the report (100 words)   Provide an overview of  Travelodge (200 words)   Task 1: Marketing Management Orientations/Concepts (L01)                        a. Describe the product and production orientations, highlighting the  advantages and disadvantages of each (200 words) b. Identify and discuss the marketing management orientation adopted by  Travelodge, providing one (1) example that demonstrate Travelodge’s  use of the approach (200 words) MCOM4040                                                                                                  AUTUMN 2018 COURSEWORK BRIEF   GSM  LONDON Page 4 of 15      Task 2: Marketing Environment (L02, 3)    a. Identify and discuss one legal factor and one technological factor that  could impact Travelodge's business operations and consumer buyer  behaviour (200 words) b. Identify and explain two (2) internal environmental factors that could be  considered as strengths or weaknesses of Travelodge’s business  operations (250 words)      Task 3: Marketing Strategies (LO3)     a. Explain the concept of positioning and its importance in planning a  marketing strategy for Travelodge (200 words) b. Discuss one (1) positioning strategy that Travelodge could adopt in  positioning themselves (200 words)     Task 4: Marketing Mix (LO1)    a. Identify and describe Travelodge’s product and service offerings, the  processes they go through to deliver their products/services to the customers  and the physical environment of Travelodge; providing detailed descriptions and  examples for each (250 words)     Conclusion   Summarise the reports key findings (200 words)                  MCOM4040                                                                                                  AUTUMN 2018 COURSEWORK BRIEF   GSM  LONDON Page 5 of 15  Structure and Guidelines  You are expected to submit a professionally presented assignment in a  business report format. The following structure could be used.  You will need to  create your own headings and sub headings for each task in the main body    A title page: ID number, module code and module title, and the  assignment title   Contents page   Introduction   Main body (create your own headings and sub headings for each task)   Task 1 – 4   Conclusion   Reference page   Appendix   You are expected to submit work that includes:    Correct spelling and appropriate use of grammar.   Line spacing no less than 1.5 and no greater than double.    Fonts such as Times New Roman, Arial and 12pt font size for the main  text.    Acknowledgement of all sources of information using Harvard format and  includes a detailed reference list. You must research widely and include  a minimum of eight peer-reviewed scholarly articles in your final report   Headings and subheadings for each section. Managers need to be able  to find information quickly.    Tables and graphs to illustrate your points where necessary. All tables  and graphs must be numbered, titled and referred to in the text of your  report.    Clear arguments. For any statement you make, such as p therefore q,  justify why p is the case (e.g., using numbers or diagrams), and justify  why q should result (e.g., by citing scholarly journal articles).     Word count: 2000 words (excluding the cover page, table of contents,  reference list and appendix)    Remember, your tutor will be happy to see you, during the semester so make  an appointment at any time.  However, avoid bringing draft copies for pre- reading, rather bring specific queries you would like clarified.  It is important that  learners learn to take ownership of their ideas, and learn to trust and believe in,  their own marketing knowledge.    End of Assignment Brief MCOM4040

Karan · Accepted Answer

Coursework 1-Report
TABLE OF CONTENTS                                                                                  Page
1.0 Description of the product and production orientation	3
2.0 Orientation adopted by Travelodge	4
3.0 Legal and technological factor	5
4.0 Two Internal environmental factors	6
5.0 Concept of positioning	7
6.0 Positioning strategy	8
7.0 Travelodge products/services offering, processes and the physical environment	8
References	12
Introduction
Purpose 
Hired as a Marketing Assistant of Travelodge’s marketing team, the purpose to conduct this report is to provide an overview of the selected hospitality organisation, i.e., Travelodge. The given task as a Marketing Assistant are describing the products, identifying the marketing management orientation as well as the external and internal environmental factors. The report addresses the marketing strategy of the cited firm including positioning as well as planning of the selected company. Moreover, it emphasises on the marketing mix of the company along with the conclusion. The primary purpose of the report is to create a framework for the marketing plan and strategies used by the company. 
Overview of Travelodge 
The cited hospitality business and hotel industry was launched in 1985 at Barton-under-Needwood, Staffordshire in Britain. The hotel was formerly a division of Forte Hotels and was known as Forte Travelodge throughout the United Kingdom. Now it operates under its individual brand name and acquires over 560 hotels under the name Travelodge. Travelodge offers standardised rooms to both leisure and business customers at pocket-friendly prices. The hotels are situated in various cities such as Manchester, Dublin, Barcelona, London etc. The Travelodge Hotel brand was established by Lord Forte in the Britain in the 1980s. The hotels of the cited brand are significantly located at the major and central areas of motorways and main roads and most of the hotels are located in the UK’s prime and central regions. Travelodge was sold to a United Arab Emirates based company known as Dubai international capital (DIC) in 2006 (Travelodge, 2018). In 2011, the company tied up with Waitrose, a British super market.  The key strengths of the company are its physical and human resources, along with it emphasises giving a high level of customer satisfaction by identifying and evaluating the needs of customers. The feedbacks and reviews further help the company in improving its work process. 
Task 1: Concepts of Marketing Management
1.0 Description of the product and production orientation 
Product and production orientation
Product orientation majorly emphasises on the needs, wants and desires of the customers whereas production orientation focuses on the production of the products or offering services at the best price; as well as the quality to customers irrespective of their needs and wants. In product orientation, market testing, consumer behaviour, market research such kind of tools are used to recognise the needs and taste of the consumer (Schultz, Kim and Kang, 2014). On the contrary, while adopting production orientation, the tools and techniques used are product testing, research and pricing. However the company seeks to offer astounding value to the customers by providing them the best leisure and business travel experience. 
The advantages and disadvantages of product orientation include. It leads to high customer satisfaction because the product is offered after analyzing the needs and demands of the consumer.  Another benefit of this approach is that after examining the requirements, it is easy to apply the production methods for the company. The disadvantages include that the needs and tastes of consumers are not stable (Hossain, Kabir and Rezvi, 2017). To offer the exact product what customers want is quite expensive sometimes, which is not affordable by the consumer. 
On the other hand production concept proves very beneficial when the customer is not aware of his wants and desires. This concept often is not able to meet the expectation of customers. However, lack of market research and study of consumer behaviour leads to having dissatisfaction among consumers that negatively affects the brand image of the company.  
Marketing management orientation 
Marketing management orientations are the tools and techniques that emphasize creating and offering the product to customers. The various marketing management orientation is a product, production, and selling, marketing and societal marketing concept.
The concept of marketing management orientation is comprised of five different marketing orientations that focus majorly on the product strategy and societal effects of the same (Blakeman, 2018). The concept of marketing orientation can be described as the organisation’s philosophy, majorly focused on meeting and discovering the desires and needs of the target audience through offering products and services. The five marketing management orientation are namely, production concept, selling concept, societal marketing concept, product concept and marketing concept. 
2.0 Orientation adopted by Travelodge  
The marketing management orientation adopted by Travelodge is market orientation. This is a customer-oriented philosophy, in which detailed research is done about the concern, preferences and needs of customers. This orientation which is used by Travelodge helps in higher customer satisfaction and promotes brand loyalty (Lusch and Vargo, 2014). The needs of customers drive market orientation concept. The market orientation used by the cited hospitality firm can be identified by the strategy and vision statement of the company. The hotel brand has mentioned in its vision and strategy statement about providing unbeatable value to the customers in terms of leisure and business travel (Travelodge, 2018). It shows that the brand is highly customer oriented and the same concept can be identified in the market orientation as mentioned above. It has also been identified that the brand gives much emphasis on providing the customers with the best possible services and facilities to release their stress. Moreover,

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