Build your Skills

Build Your Skills
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Question One
Motel Six is using the concertation approach to select its target market. The concertation approach is a strategy whereby a service or product is developed with the intention of marketing it to a specific and well-defined segment of consumers (Wilson, Zeithaml, and Bitner, 2012). Ever since its inception, Motel Six has been targeting low-budget travelers with similar motels all over the country. The firm has taken a no-frills approach, and all of its rooms have a standard price of $34. In fact, one of its advertisements states that all of its motels and rooms look the same when there is no light at night. Concentrated marketing is especially useful for small to medium-sized companies that have limited resources since it allows a firm to create a strong position in the market segment it has identified (Shani and Chalasani, 2013). Through the strategy, Motel Six will be able to focus its resources and efforts on that particular segment.
Question Two
Marketing Mix Variable Current Strategy 5-Year Strategy
Product Motel Six takes a no-frills approach and has similar rooms in all of its branches. The rooms are clean, comfortable, and have ESPN and HBO. They also have free local calls and most units have a swimming pool and business services. The firm should place its focus on adding value for the client by offering services such as free internet and airport shuttles. They should also open restaurants in the motels so as to increase their income.

Price The firm takes a low-cost approach, and all units have a standard price. Motel six should continue with the low- cost approach but also add the option of meals that customers will get at an added cost.
Distribution The motels are conveniently located next to highways, shopping centers, business districts, and tourist attractions. The firm should concentrate more on urban areas due to the large population of such areas.
Promotion The firm uses a humorous television and radio commercials. The firm should maintain the humorous approach and expand its efforts to social media since it is less costly than traditional media (Claycomb and Martin, 2013).

References
BIBLIOGRAPHY Claycomb, C., & Martin, C. L. (2013). “Building customer relationships: an inventory of service providers’ objectives and practices.” Journal of Services Marketing.
Shani, D., & Chalasani, S. (2013). “Exploiting niches using relationship marketing.” Journal of Services Marketing.
Wilson, A., Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2012). Services marketing: Integrating customer focus across the firm. McGraw Hill.