marketing management

Marketing Management

Contents
INTRODUCTION...........................................................................................................................3
DISCUSION....................................................................................................................................3
TOWS Analysis...........................................................................................................................3
Objectives for Marketing Process................................................................................................7
Marketing Mix for Organization.................................................................................................8
Recommendations......................................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing process is explained as process of management of interchange connection with
customer. In the process management of marketing is explained as identification, anticipation
and customer satisfaction. Main objective of the marketing department in the organization to
perform market research in order to analyze and find the need of customer to provide better
products and services to them. Department of Marketing perform various type of market research
for the company to find the requirements of customers for the company (Keegan, 2017). This
report is based on Travelodge Private Limited Organization. It is hospitality sector company
which was found in year 1985 and headquarter of the Travelodge Private Limited Company is in
Thame, England, United Kingdom. The area that is served by Travelodge is in UK, Republic of
Ireland and Spain, 11 hotel within Ireland and 5 hotels within Spain and 500 hotels in UK. Brief
of marketing process will be analyzed in report. TOWS analysis will be performed for
Travelodge in order to develop strategy for the hotel to improve their performance in market
place. According to TOWS analysis various objectives will be developed and explained to
evaluate the importance of objectives for the company. Marketing mix plan will be developed for
the one year duration for the business company for the objectives that are considered as the
marketing strategy for the organization. Various recommendations will be used in the report that
can support the company to improve their marketing operation in market place.
DISCUSION
TOWS Analysis
TOWS analysis is similar to the SWOT analysis process. This tool is mainly used by the
business company to analyze the (S) strengths, (W) weaknesses, (O) opportunities and (T)
threats of the organization in internal functions. This considered as the extension of SWOT
analysis. TOWS analysis is little bit different from the traditional SWOT model. In this analysis
process threats and opportunities for the company are considered initially before finding
weaknesses and strengths in of the company. On the basis of threats and opportunities along with
weaknesses and strengths of the company are analyzed (Hollensen, 2019). In this procedure
strengths of the firm are connected to the opportunities for company in global made and
weaknesses of the firm are considered for the threats of the company. in the TOWS analysis
relationship between the weaknesses and threats are analyzed in order to evaluate the negative

factor of the hotel. On other hand the strengths of the organization are considered for the
opportunities that are present in the international market. This is how relationship between all the
factors is analyses in order to develop better strategy using the current resources of company.
There are different purposes of performing TOWS analysis in company. Some of the main
purpose of implementing TOWS analysis are- reducing the threats of the organization using
strength explore and strengths of the company to take positive action in the international market.
Implement various process in business in order to remove the weaknesses from the company. On
th basis of various strategies are developed by the hotel in order to improvise the performance of
Hotel Travelodge in market place.
SWOT analysis is completely different from the SWOT analysis. The factor that are
considered in both process are similar but main difference of these analysis tools is about the
process or utilization of these tools. SWOT is mainly used to evaluate the internal strengths (S)
and weaknesses (W) of the company and TOWS is mainly used by the company in order to
relate the internal factors with the external factors of organization. Strengths and weakness of the
company is taken as internal factor of company and Opportunities and Threats are taken as
external factors of the organization (Deepak and Jeyakumar, 2019). Strengths are related to the
opportunities of company and weaknesses are connected to the threats of the company. This is
how capabilities of the organization can be evaluated n effective manner. Along with this aspect
strengths of the company are evaluated for the threats of the company and weaknesses are
connected to the opportunities of the hotel in market. There are different advantage of TOWS
analysis that can help the company to effectively run their business in market place. Some of
main advantage of TOWS analysis are- This is much simple process to understand, provide
better analysis for internal and external factors of the company. this process focuses on the
positive and negatives aspect of the organization. This process is more effective to improve the
condition of the company in market place.
Opportunities
 Connection with
travel company can be
made to attract more
customers.
Threats
 Bad publicity against
company can affect
the operations of hotel
in market place.