Marketing Management: Travelodge Marketing Campaign

Marketing
Management
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Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1............................................................................................................................................3
Construct a Marketing TOWS for Travelodge, explaining the Marketing Audits that you have
undertaken in doing so.................................................................................................................3
TASK 2............................................................................................................................................5
On the basis of these findings, state and justify 3 Marketing Objectives that should be set for
the ‘Enabling a leading brand’ Marketing Campaign over the 12 months period...................5
TASK 3............................................................................................................................................7
Outline and examine the Marketing Mix Plan that your marketing plan needs to consider in
order to achieve these objectives over the 12 months period......................................................7
TASK 4............................................................................................................................................9
Provide proposals on how Travelodge can improve their levels of Customer Service as part of
their ‘Enabling a leading brand’ Marketing Campaign............................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12
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INTRODUCTION
Marketing management is considered as the practical application which is marketing
techniques, process and other within entities. Moreover, in general terms it is regarded as the
procedures of overseeing and planning new product development, advertisement, sales and
promotion. It is important for organisation as this is considered as the key to success of any type
of business (Balderjahn, 2016). As it provide an understanding about customer requirements,
improving service or products for consumer satisfaction and others. As per the scenario, the
chosen report is Travelodge which is a private company that operates into hotels and hospitality
sector across UK, Spain and Ireland. Its headquarters is in Thame, United Kingdom. The main
objective o this report is to get knowledge about the marketing campaign of Travelodge
(Enabling a leading brand). This report covers TWOS analysis, marketing objective and plan for
marketing mix. Apart from this, improving consumer services proposal are also prepared in this
report.
MAIN BODY
TASK 1
Construct a Marketing TOWS for Travelodge, explaining the Marketing Audits that you have
undertaken in doing so.
Marketing Audit is considered as a comprehensive, systematic, evaluation, analysis and
interpretation of business marketing surroundings whether external or internal. This also consists
assessment of strategies, objectives, principles and goals for determining overall areas of
opportunities as well as issues and to develop action plan for future consequently. It is essential
for company as this assists firm in developing effective plans and strategies for future, in
identifying hidden inefficiencies and others (Foroudi and et. al., 2017). Moreover, through
adapting effectual audit practices a respective company can able to make strong strategies which
is helpful in grabbing the attention of more customers towards their services. There are various
models which entities can opt for performing marketing audit. Some of them that Travelodge can
adopt in context of its marketing campaign that is “Enabling a leading brand”:
TWOS Analysis
This is known as an extension of SWOT analysis which concentrates upon finding
strengths, weaknesses, opportunities and threats. This not only assesses these four aspects but
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also oversees to match strength with opportunities as well as weaknesses with threats. TWOS
develops the relationship among the external and internal factors that makes more vital and
advantageous as well. The main intent of respective analysis is to exploit benefits of
opportunities, take advantage of strengths, eradicate weaknesses and minimise threats
(Hollensen, 2019). It is relatively a simple tool of developing plan of action which are utilised
after detailed analysis of all opportunities, threats, weaknesses and strengths. So, TWOS analysis
of Travelodge are discussed below:
Internal Factor
External
Factor
Strengths Weaknesses
Opportunities
Herein, firm will ascertain its
strengths that aids them to
obtain opportunities. In
context of Travelodge, it has
strength such as they provide
services at affordable price
that assists them to grab the
attention of more consumers.
Moreover, particular strengths
also helpful in attaining
business expansion
opportunity at UK and US
market. This will also assists
them to retain business at
longer period into competitive
market.
Herein, management will
make plan of action for
counter opportunities
effectively and efficiently.
In respect of Travelodge, its
weakness is that they did not
have very much eye
catching decor and also do
not facilitates any kind of
luxury facilities in
comparison to another hotel
like Hilton. Therefore, this
is important for them to deal
with their weaknesses
through opting attractive
material for decor as well as
it also require to provide
luxury and quality services.
As this help them to gain
business expansion
opportunity at another
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