...Sachs 6,000 (full and part-time) (2011) [1] [1] Endell Group Holdings Ltd (ultimate parent company) [www.travelodge.co.uk www.travelodge.co.uk] Travelodge Hotels Limited is a private company operating in the hotels and hospitality industry throughout the United Kingdom. Branded simply as Travelodge, it is the second largest in the budget hotel sector (behind Premier Inn) and third biggest hotel chain in the UK by number of bedrooms (31,600 at the end of 2010[1]) Travelodge Hotels Ltd is under separate ownership from the Travelodge chain of the United States. Travelodge UK 2 Company history Forte In the 1980s, Lord Forte bought the US Travelodge brand and established it in Britain. He attached them to many of his Little Chefs as Little Lodge before later rebranding them as Travelodges. Travelodge was formerly a division of Forte Hotels, and was known as Forte Travelodge. Since then, it has become a company in its own right and has over four hundred Travelodge hotels, mainly located beside motorways and major roads, although more and more hotels are being opened in city centres. The first hotel was opened in 1985 at Barton-under-Needwood on the A38 near Lichfield, Staffordshire. A city centre Travelodge in York....
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...Using sports marketing to engage with consumers: A Kia Motors case study Introduction Today’s consumers have higher expectations than ever before. Dramatic improvements in media, communication and transport have made the world’s economy more connected. Products developed in one country have become increasingly attractive in other parts of the world. However, entering markets in other parts of the world is not an easy task. Entrants face many different challenges as they try to develop their brand profile. This is especially evident in mature markets like the UK car market. This market has a number of long established brands. The awareness and brand loyalty that exists for established brands form a barrier to entry for new organisations. This case study illustrates how Kia , a South Korean motor company, has used sports marketing to develop its brand identity in the European motor market. The Kia Motors Corporation, based in South Korea, has 12 manufacturing and assembly plants and subsidiaries in 165 countries around the world. Globally the Hyundai Kia Group is now the fourth largest car company in the world. Kia Motors UK has more than 166 dealerships. It also has plans to grow the network to support the increasing demand. Kia is a relatively new entrant to the UK car market. However, it has become more well known in recent years. Kia does not have the same level of brand heritage in the UK as it does elsewhere in the world. Kia aims to overcome this through its massive...
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...Introduction Today’s consumers have higher expectations than ever before. Dramatic improvements in media, communication and transport have made the world’s economy more connected. Products developed in one country have become increasingly attractive in other parts of the world. However, entering markets in other parts of the world is not an easy task. Entrants face many different challenges as they try to develop their brand profile. This is especially evident in mature markets like the UK car market. This market has a number of long established brands. The awareness and brand loyalty that exists for established brands form a barrier to entry for new organisations. This case study illustrates how Kia, a South Korean motor company, has used sports marketing to develop its brand identity in the European motor market. The Kia Motors Corporation, based in South Korea, has 12 manufacturing and assembly plants and subsidiaries in 165 countries around the world. Globally the Hyundai Kia Group is now the fourth largest car company in the world. Kia Motors UK has more than 166 dealerships. It also has plans to grow the network to support the increasing demand. Kia is a relatively new entrant to the UK car market. However, it has become well known in recent years. Kia does not have the same level of brand heritage in the UK as it does elsewhere in the world. Kia aims to overcome this through its massive ambition and plans for growth in the European market. Developing brand identity ...
Words: 2029 - Pages: 9