Marketing Objectives for 'Enabling a Leading Brand' Campaign

Marketing
Management

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1 ...........................................................................................................................................3
Construct a marketing TOWS for travelodge, explaining the marketing audits that you have
undertaken in doing so................................................................................................................3
Company Overview:...................................................................................................................3
Situational analysis:....................................................................................................................4
TASK 2 ...........................................................................................................................................7
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.......................7
Objectives:...................................................................................................................................7
TASK 3 ...........................................................................................................................................8
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......................................................8
STP analysis:...............................................................................................................................8
Marketing mix plan:....................................................................................................................9
TASK 4 .........................................................................................................................................11
Provide proposals on how travelodge can improve their levels of customer service as part of
their ‘Enabling a leading brand’ marketing campaign..............................................................11
Recommendations:....................................................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing management is the organisational discipline which looks over the practical
application of marketing action, techniques, methods and orientation that are available in the
company on its management of marketing resources and tools. For hospitality businesses
marketing and promotions are essential task to perform in most efficient and effective manner for
which they have ample of resources and finances available. It is considered as one of the crucial
activities as hospitality business as it deals in service industry (Chonko and Hunt, 2018) .
For the current report, discussion is conducted over identifying and evaluating the
marketing activities which are essential to undertake for constructing the most efficient
marketing mix and performing marketing audit. Travelodge is a hospitality brand which has
numerous hotel chains in United Kingdom, Spain and Republic of Ireland. Travelodge is known
as the largest hotel chain in UK operating with more than 600 hotels. The hospitality company
was founded in 1985 and it is headquartered in Thame, England, UK. The project holds thorough
discussion and analysis over new marketing campaign of “Enabling a leading brand” for
identifying and searching for new efficient marketing options available to the business.
Company is developing this marketing campaign for developing itself with the changing
scenarios of the hospitality industry and attaining competitive edge while operating in the
market. The assignment at the end has a efficient marketing plan developed with the help of STP
and Marketing mix tool. Moreover, further few recommendations or suggestions are provided
for improving customer service standards as a leading hotel operations holding company.
TASK 1
Construct a marketing TOWS for travelodge, explaining the marketing audits that you have
undertaken in doing so.
Company Overview:
Travelodge is a hotel chain which was established in 1985 in United Kingdom and since
then company have became the leading budgeted hotel chain which is spreading rapidly with
around 600 hotels in UK (Hogarth and Soyer, 2016). Travelodge operates with its value and
focused over its objectives, main aim of the company is safety and security of guests along with
providing them the best experience for the value they have paid. Travelodge has its presence in
three major markets of hospitality that is UK, Spain and Ireland. Every year they serve their