Learning Outcomes Addressed
a) Describe the marketing concept
b) Outline and apply the elements of the marketing process.
c) Identify and explain the macro and micro environmental factors impacting the marketing of a business or industry.
d) Demonstrate an ability to incorporate new trends to solve marketing problems and apply communication skills.
Situational, Social, and Psychological Influences on Customer Behavior
As the junior marketing associate, the implementation of the artificial intelligence with the usage of the voice recognition technology in different rooms will be helpful in attracting more customers. Furthermore, the marketing associate will be conducting proper surveys in the entire market as this will assist him in understanding the behaviour of the customers and their nature of purchase which will be helpful in managing their pricing appropriately. Lastly, the different customers in the market are the main asset of the hotel which will increase the sales of the hotel (Bowie, ButtleBrookes&Mariussen, 2016).
Situational Influenceshas huge impact on the process of the buying decision which is the temporary condition which helps in analysing the behaviour of the consumers whether they will be purchasing the product, buy additional products or buy nothing at all from the respective hotel (Wang, 2015, p.2553). In Travelodge Sydney Martin Place, it is the duty of the junior marketing associate to identify the different behaviour of the guests at the hotel may be influenced by the surroundings of the hotel. For instance- Suppose when the guest is coming for the medical treatment, then he will be checking whether the hotel is near the medical shop or the medical chamber or not. From the respective instance, this can be helpful for the marketing associate to offer such services to customers such as providing car along with other pick and drop facilities.
Social Influences has huge impact on the process of decision-making process in which this changes the behaviour of the consumers on the services provided by the Travelodge Sydney Martin Place hotel. Furthermore, the junior marketing associate will analyse the perceptions of the customers can create a huge impact on the changing relationship in an efficient manner. For instance-When a customer is coming to stay at Travelodge Sydney Martin Place, this is the entire duty of the junior marketing associate to gather knowledge about the tastes and preferences of the customers through the different surveys. This will be beneficial for the customers along with the hotel in making their stay as comfortable and gaining knowledge on the reviews of the hotel.
Psychological Influences is the other aspect in which the satisfaction of the customers is the main aspect which is required to be taken into consideration while choosing the hotel as per their choice (Proctor, 2014). The junior marketing associate is required to analyze the different customer reviews and based on that the renovation of the different services is required to be done.
Travelodge Sydney Martin Place: Strategies to Target High-income Niche Market
This will be essential for the customers to gain knowledge on the reviews which are being gained by the hotel which will provide a brief overview on the different aspects which are being needed by the customers in making their stay memorable in nature (West, Ford& Ibrahim, 2015). For instance-The implementation of the voice recognition technology can help in attracting the different customers as this is the latest trend which will help the customers in managing the sales in an appropriate manner.
Age- The age group which will be attracted by Travelodge Sydney Martin Place is from age group 35 years and above
Income-Above $180000 annually for the different customers who will be staying in Travelodge Sydney Martin Place as this is a luxurious kind of hotel.
Region- The Travelodge Sydney Martin Place is trying to target the overall Australia wherein they will be gaining more sales and revenues in comparison to the other hotels
Climate Zone- Sydney has pleasant climate for the entire twelve months in which this can be seen that this will be attracting more customers in all the months of year and this will be beneficial for the Travelodge Sydney Martin Place hotel as well (Venter, Wright&Dibb, 2015, p.80).
Lifestyle- The lifestyle of the individuals should be luxurious in nature as this is a high budgeted hotel and only a niche market will be targeted which will be only the rich or the higher-class customers.
Interests and Opinions- The Travelodge Sydney Martin Place hotel has different facilities such as heated swimming pool, banquet hall for parties and the voice recognition technique which will be the major points which will be beneficial for the company in managing the overall revenue of the firm (Li,Cheng, Kim& Li, 2015, p.100).
Loyalty Status- The restaurant offers different kinds of loyalty bonus cards to the customers who are the major target segment of the hotel. Furthermore, there are various discounts which are being provided to the customers who are the major group who increases the sales of the hotel (Solomon, 2018).
Attitude- The attitude of the hotel and the customers include the different kinds of luxurious in nature which will be beneficial for the company to improve their sales of the hotel effectively. The customers are quality conscious in nature wherein Travelodge Sydney Martin Place provides the different quality products and services (Solomon, 2018).
Customer Profile of Miss Pamela
The customer profile of Miss Pamela has been shown below which helped in analysing the different kinds of aspects which is essential in understanding the different characteristics of the buyer in regards to the hotel.
Age- 35 years
Marital Status- Married
Location- New Zealand
Occupation and Annual Income
Professional and $700000 per annum
· Purchases heavily from the different online stores
· Frequently buys different gifts for friends along with family
· Great spending power
· Great Recommendations
· Quality Conscious in nature
· New and popular things which are trending in market
· Frequent inspirations of the product and services
· Mostly online purchases and the in-store purchases are rare in nature
· High level of personalization
· Great quality of the product with high prices is acceptable
· Good suggestions on the purchase of the different products
· Mobile phone, tablets along with laptops
· Creating loyalty programs for such customers
· Analyse the purchasing power and history along with the different other points which will help in recommending that the different services and products which will be beneficial for her in the next or future purchase
· Encourage her to try the different new products in the market which will be beneficial in nature for purchasing in an appropriate manner
The main positioning statement of Travelodge Sydney Martin Place is to target the rich or high salaried customers who are quality conscious in nature. The junior marketing associate is required to position the hotel as the five star restaurants along with hotel which will be beneficial for the overall success of the company. The benefits which are being provided by the Travelodge Sydney Martin Place is the voice recognition artificial intelligence technique which will be beneficial for the company in order to uniquely meet the different needs of the customers in an efficient manner.
From the positioning map, this can be analysed that Travelodge Sydney Hotel falls under the category of high price and high-quality luxurious hotels which is based in Sydney. The respective hotel in Sydney is one of the top hotels which is chosen by the customers of a certain age group and the high-income individuals which will be beneficial for the success of the hotel. Furthermore, the perceptual mapping is the diagrammatic technique through which the position of the hotel has been described and the product and services offered by the hotel is unique as the voice recognition is the new innovative service which is being offered by them to the customers.
Bowie, D., Buttle, F., Brookes, M., &Mariussen, A. (2016). Hospitality marketing. Routledge.
Li, X., Cheng, C. K., Kim, H., & Li, X. (2015). Positioning USA in the Chinese outbound travel market. Journal of Hospitality & Tourism Research, 39(1), 75-104.
Proctor, T. (2014). Strategic marketing: an introduction. Routledge.
Solomon, M. R. (2018, May 5). Decision making [Video file]. Retrieved from https://www.lynda.com/Marketing-tutorials/Decision-making/642488/738559-4.html?org=think.edu.au
Solomon, M. R. (2018, May 5). Motivation: Why do people want stuff? [Video file]. Retrieved from https://www.lynda.com/Marketing-tutorials/Motivation-Why-do-people-want-stuff/642488/738553-4.html?org=think.edu.au
Solomon, M. R. (2018, May 5). Why study consumer behaviour [Video file]. Retrieved from https://www.lynda.com/Marketing-tutorials/Why-study-consumer-behavior/642488/738547-4.html?org=think.edu.au
Strauss, J., & Frost, R. D. (2016). E-marketing: Instructor's Review Copy. Routledge.
Venter, P., Wright, A., &Dibb, S. (2015). Performing market segmentation: a performative perspective. Journal of Marketing Management, 31(1-2), 62-83.
Wang, C. H. (2015). A market-oriented approach to accomplish product positioning and product recommendation for smart phones and wearable devices. International Journal of Production Research, 53(8), 2542-2553.
West, D. C., Ford, J., & Ibrahim, E. (2015). Strategic marketing: creating competitive advantage. Oxford University Press, USA.
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