Marketing Management: Travelodge Case Study

This document provides an overview of marketing management and its application in the case of Travelodge. It covers topics such as marketing audit, objectives, marketing mix, and customer service recommendations.

MARKETING
MANAGEMENT

Table of Contents
INTRODUCTION.......................................................................................................................................3
Overview of Company.............................................................................................................................3
TASK 1.......................................................................................................................................................4
Marketing Audit......................................................................................................................................4
Importance of Marketing Audit...............................................................................................................4
TWOS Analysis.......................................................................................................................................4
TASK 2.......................................................................................................................................................6
Marketing Objective................................................................................................................................6
Objectives of Travelodge.........................................................................................................................7
SMART Plan for Travelodge...................................................................................................................8
TASK 3.......................................................................................................................................................9
Marketing Mix.........................................................................................................................................9
Marketing mix for Travelodge...................................................................................................................10
TASK 4.....................................................................................................................................................11
Customer Service...................................................................................................................................11
Recommendation to improve customer service in hotels.......................................................................12
CONCLUSION.........................................................................................................................................13
REFERENCES..........................................................................................................................................14

INTRODUCTION
Marketing management refers to a practical application that is marketing oriented, methods and
techniques inside a business. It is planning, controlling implementing and organizing of marketing
programs by which the customer demand gets satisfied. It employs tools by competitive strategy in order
to analysis firm operations. This is a process by which products and services are introduced to the
potential customers. The process includes advertisement, promotions public relation etc. It is activity of
managing marketing resources. It drives on the basis of five concepts which are: production, selling,
product, societal and marketing. By this firm is able take competitive advantage.
Marketing plan means a comprehensive documentary which outlines marketing and advertising
efforts for the next year. This describe activates of business that involved for accomplishment of
marketing objectives in the given time period. This describes the current marketing strategies and position
of a business. This indicates which market will be targeted and specifies current customer’s needs. It is an
overview of marketing tactics in order to increase sale of the firm and to earn higher profitability. This
have included marketing strategy, situational analysis, and expense budget and forecasting. For stages of
marketing life cycle are growth, introduction, decline and maturity. Sometimes it also covers the
manager’s responsibilities and duties. It indicates the strategies of brand, promotional, actions and
deadlines of the projects of marketing. This contains objectives of sales targets.
The report is based on Travelodge. The study will give a brief overview of the company. Then it
will explain marketing audit and its significance. Furthermore, Tows analysis will be done for
Travelodge. It will set 3 objectives of marketing for the firm with the help of SMART plan. Moreover,
7ps of marketing mix will be explained. Lastly, study will provide summary and recommendations in
order to improve customer service in the company.
Overview of Company
The company was established in 1985 in Thames, England, UK by Charles Forte with a
motive of number of branches all over the UK. The company has over 500 hotels in UK, 11
hotels in Ireland and 5 hotels in Spain. The company is continuing its diversification since
establishment. .

TASK 1
Marketing Audit
Definition - It refers to a comprehensive, systematic, evaluation, analysis and interpretation of
the marketing environment of the business, either internal or external. It also includes evaluation
of goals, strategies, and objectives, principles to ascertain all the areas of opportunities and
problems and to make an action plan for future accordingly. It must be checked that marketing
audit should be comprehensive and systematic by which the no aspect of problem or opportunity
should be neglected (Grant, 2019).
Importance of Marketing Audit
Marketing audit is important as it helps the company to know his assets deeply by which the
company can use his assets to the greatest of their efficiency (da Silva. and Las Casas, 2018).
 Marketing audit helps to evaluate the organizational by which a company will be able to
know which work is done and which is still pending to gain effectiveness.
 Marketing audit helps in finding the hidden inefficiencies that can be big cause 9f failure.
Also it helps in separating the efficient and inefficient workers.
 It also helps in making strong strategies and plans for future by evaluating and analyzing
the financial budget of the company.
 It helps in making right decision on right time which can be beneficial for the
organization rather than using hit and trail approach.
TWOS Analysis
Meaning - TWOS Analysis is an extension of SWOT analysis that focus on identifying the
strengths, weaknesses, threats and opportunities. It not only evaluates these four but also looks
for matching the strengths with opportunities and weaknesses with threats. It also establishes the
relation between the internal and external factors, which makes it more beneficial and important.
The main purpose of TWOS analysis is to take the advantages of opportunities, exploit strengths,
remove weakness and reduce threats. TWOS Matrix is a relatively simple tool of establishing
strategies that are used after detailed analysis of all the threats, opportunities, strengths and
weaknesses.

Strengths Weakness
Opportunities As Travelodge offers very low
affordable prices and now
healthy environment is a
priority of visitors so this
would be a perfect match of
the opportunity that has been
grabbed by the company as
the hotels are using fully
organic items and the
environment is healthy. Also
the company has a strong
goodwill in the market and
mostly all visitors prefer to
stay in his hotels that also
make a trust of customers
upon the company, for long
survival in market. This is a
perfect match of strength with
opportunities as a result of the
analysis.
Companies like Travelodge
mostly earn positive feedback
and therefore a negative
feedback can damage it’s all
reputation in the market. As
the company has a weakness
that it does not provide room
services, and this is very risky
as if any negative feedback
comes, then all the hard work
the company is doing from
past years will go in vain due
to just one minor weakness
(Lindgreen and Di Benedetto,
2018). This can be overcome
as matching weakness with
opportunity can be helpful bas
the company has a strong
recovery base for negative
feedbacks.
Threats As the major strength of the
company is that it offers very
affordable prices , including
all types of rooms, and the
biggest threat for the company
is that, hospitality is
increasing day by day and
many competitive sectors
provides many hotels from 1
Travelodge mainly runs his
business in UK and Ireland
countries, this makes it a risky
business as many other
organizations provide full
hygiene but at high prices and
by these visitors have no
choice. Matching the threats
with weakness helps the

start to 5 but are having very
high unaffordable prices ( Di
Benedetto and Lindgreen,
2018). This makes it a benefit
for the Travelodge company
as it is providing different
varieties of rooms with full
hygiene, and providing these
rooms at affordable prices
makes the company free of
this threat.
organization to focus on his
weaknesses and also if it will
not then they are waiting
ahead, this makes the firm
efficient and effective. So the
benefits of this analysis are
more, also the employees can
also be able to understand the
threats and weaknesses in a
early stage.
TASK 2
Marketing Objective
Meaning - It refers to the goals set by an organization when it starts promoting its products or
services to efficient and potential consumers that should be achieved in a given period of time. In
simple words marketing objectives are the marketing strategies that are to be achieved with the
given time period.
Importance of objectives in business
By setting goals and objectives of in a business one knows for what he is working for and what
he has to achieve to earn maximum profit, in simple words they are general guidelines for a
business man and his employees (Naudé and Sutton-Brady, 2019).
 Objectives helps in motivating the employee by making them sure of for what goal they
are working for, it gives the employees a sense of right direction for the success.
 Making objectives facilitates business planning, it makes the work of superior to manage
the financial Budget of the firm as, he will know about the end result that has to be
achieved.

 It also reduces wastage of resources as the workers will already know about the end result
and will work upon it with less possible cost to achieve the goal with effectiveness and
efficiency.
Objectives of Travelodge
 Travelodge wants to increase its customers.
 To improve hotel services of Travelodge.
 To increase brand value of the company.
SMART Plan
It is an acronym for the five elements of measurable, achievable, relevant, specific and time-
based goals.
 Specific - Specific refers to what exactly a company wants to achieve and what the
company wants its employees to do. It is a simple and brief statement of what the
company wants as its end result (Kotler, 2019).
 Measurable - This is considered as one of the most important attribute. The objective of
a company must be quantifiable so that company is able to measure the amount of
outcome that it can achieve.
 Achievable - The goals of a company must be challenging but still be attainable. A
company must not set its goal to low and also not too high (Baker and Parkinson, 2016).
 Relevant - The goals of company must be relevant to the nature of his business. An
organization should not set goals which are not matching to the nature of his business.
 Time-bound - A company mast set a deadline for the completion of pre-planned goals
and objectives as because without a deadline they will be drag on forever with number of
excuses (SMART Goals, 2020).
SMART Plan for Travelodge
Objectives Specific Measurable Attainable Relevant Time bound
To increase
the customers
of Travelodge
To increase the
customers base of
Travelodge.
To increase
customers
and clients
of the
The company
will achieve
this goal by
giving
By increasing
the customers.
The company
is able to
Up to 30
January 2021.

company up
to 50%.
customers
special
discounting
offers. The
company will
introduced
combo holiday
packages in
which they will
offer holiday
trip and
accommodation
together basis.
capture high
market share
(Zaefarian,
Kadile and
Leischnig,
2017).
To improve
hotel services
The company
wants to gives
better hotel
services to its
clients.
This will be
measured
by seeing
customers
review on
official
website of
Travelodge
and ask
them to
provide
feedback to
each
customer
who stays in
hotel.
The company
will improve its
hotel service by
connecting
with customers
on personal
level. For
making future
decisions they
will refer
customers
feedback and
try to never
repeat that
mistake or
issue again.
Through
improving
hotel services
Travelodge is
able to increase
its goodwill
and
simultaneously
sales will also
boosts.
Up to 30
November
2020.
To increase
brand value.
Travelodge wants
to increase its
brand value.
The
company
work use
web traffic
By designing
logo of the
company and
tie up with a
Popularity of
Travelodge
gets increased
by tie up with
Increase in
brand value till
February

and social
media
tracking to
measure the
brand value
of the
company.
travel brand.
By doing work
with a
collaborate
brand people
will get to
know about
Travelodge.
The company is
going to Tie up
with Trafalgar
it is a renowned
tour operator.
Trafalgar. This
is tour operator
it will suggest
customers
about the
hotels of
Travelodge.
Hence, in this
way sales of
the company
get increased.
2021.
TASK 3
Marketing Mix
Meaning - It refers to a set of actions, or tactics that a company uses to promote its product in
the market. These seven marketing mix make up a typical value which enables a Manager to
increase its sale to high limits (What the Marketing Mix Is and Why It's Important. 2019).
Reason why marketing mix used in a business
The seven marketing mix are used in business to identify key factors such as how the production
meets or fails to full fill needs of the consumers, what are needs and wants of the consumers,
how people react after consuming the product, how their product is competitive and different
from others, etc. These are some major reason that forces a businessman to use the marketing
mix to ensure proper satisfaction of consumer wants and to earn maximum amount of profit
(Johnsen, 2018). This will help the firm to survive for a long period of time in the competitive
market.

Marketing mix for Travelodge
Product - The Travelodge can open its taxi service by launching app in order to provide
reasonable taxi services to its client. The customers who are already staying in their hotel rooms
get benefited from this service. This taxi service will provide sight seen facility to its clients. By
this customer loyalty gets increased. Travelodge will also include a new feature in its existing
app named as points for your experience. In this customers are able to give points from out of 10
in order to improve hotel service. Thus, through this company is able to improve its customer
experience.
Price - The Company will use pricing penetration strategy. In this price of the products are
initially low but later on its increases the price. The price of this taxi fare will initially be
reasonable later on they increase the price. Once the company captures large market of potential
customers, later on price of products of Travelodge gets increased (Quelch, 2017).
Place -Travelodge is planning to do expansion of their business at international level. Hence they
will open up new hotels in Europe. In which they will choose the areas near to the roads and the
main entrance of the cities. By choosing this they are able attract large number of audience.
Every new traveler or tourist passes across the roads or main entrance of the city they will
definitely see the board of Travelodge. They will surely visit once they see hotel near the road.
Promotion - Travelodge will do promotion through social media channels. There is huge
audience who are active on social media platform. Travelodge is able to attract large number of
customers by social media channels. Company will also provide combo offers in which
travelling and accommodation services both will be combined. This combo offers are given with
special offers in hotel promotional campaigns. Thus, through this customer base in the company
gets increased (Obradović, Kostić and Mitrović, 2016).
People - The people in Travelodge are the shareholders, government, employees, suppliers and
community. Shareholders refer as owner for Travelodge as they invest large amount of capital
through which the organization is able to expand its business internationally. Firm is planning to
do expansion in Europe. Thus, they need to follow the rules and laws of Europe for doing
expansion. The firm is giving training to its employees so that they are able to provide better
room services to its clients. The company will remain direct in touch with their suppliers through

its online app so that there is timely delivery of resources. Travelodge will also follow the
community guidelines of local environmental activists of Europe so that there goodwill will not
decrease.
TASK 4
Customer Service
Customer service is the type of assistant which is provided by enterprise to the people who buy
their products and services. To take care of the customer’s needs and delivery them high quality services
for meeting the desired wants of them. (Kotler, Keller and Leong, 2018). This is helpful to increase
customer base. To resolve the customers problems and issues customer service is essential. It is a type of
support that company offers to their customers. To grow business and retain the loyal customers customer
service is important.
Customers services role are as follows
 It helps to resolve the problems of customers through emails, phone, mail and social
media. Travelodge also ask about regular feedback in order to do improvement in their
hotel services. To greet their customers warmly and provide them better infrastructure
and facilities.
 To assist the customers refunds, placement orders and exchanges. Travelodge also
upgrades their customer’s accounts (Hollensen, 2019).
 Helps is cancellation of customer’s orders.
 The company answers the questions of the customers for giving those warranties and
strict terms of sale.
 Travelodge helps their customers if any of the products of the hotel malfunctions.
 To delivery proper customer service, the company has assigned customer service
managers that deal with customer’s queries and issue (Chernev, 2018).
 To inform them about new product offerings and deals of discounting and vouchers for
increasing the customer loyalty.
Recommendation to improve customer service in hotels
 Every guest must be treated like special guest.

 Training should be on every day basis not just for one time.
 Mobile application must include personalize feature by which every customer can take
his room according to his comfort (Keegan, 2017)
 New employees must be always welcomed and not be rejecting without giving any
chance.
 There should be proper audit and attendance of all the employees.
 There should be facility of room service
 The company must focus on hygiene and cleanliness.
 The company's staff should be respectful to other and should not abuse any customer.
 There should be all choices available as per the convenience of the customer.
 All the customers must be fully and efficiently satisfied.
Comparison of service with Hotel Hilton
Hilton has a facility of room service which lacks in Travelodge, Travelodge is a company
which provides cheap quality products in hotel whereas Hilton provides quality products and
with proper hygiene. The Hilton Company is providing transportation facilities as they are linked
with the dealer's whereas Travelodge lacks this feature (Deepak. and Jeyakumar, 2019).
The company must use the suggestion of room service parking facilities which can be helpful
in increasing profit and all its customers will be fully satisfied and the company will earn a high
Value of goodwill. The other two are not such important but must be followed if possible or can
be neglected to a certain limit.

CONCLUSION
It has been summarized from the above report that Marketing planning is crucial to assess
the marketing operations and do promotional activates in order to earn higher profitability
Marketing audit helps to analyses external and internal environment through which harmful areas
of the business can be interpreted. Tows analysis is an interlinked of strengths, opportunities,
threats and weaknesses. It has been concluded that a business need to set marketing objectives to
increase the sales of its product. Travelodge is going to launch a new app for providing taxi
services to its clients on reasonable rate. It has been concluded that company is planning to do
market expansion of its business for which it is improving its customer service. Lastly it has been
interpreted that customer service has crucial role to retain the customers towards the product.

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