Marketing Management: Marketing Audit, TOWS Analysis, Marketing Objectives

This project report provides an overview of marketing management, including marketing audit, TOWS analysis, and marketing objectives. It focuses on Travelodge, a leading hotel company, and explores its background and marketing strategies. The report discusses the importance of conducting a marketing audit and using the TOWS framework to develop effective communication strategies. It also outlines Travelodge's marketing objectives and rational for these objectives. Overall, this report offers valuable insights into marketing management in the hospitality sector.

Marketing Management

ABSTRACT
The project report summarizes about term marketing management as well as about
related concepts. From the first task of report this can be summarized that marketing audit and
TOWS analysis is crucial for better internal analysis of a company. From further part of report it
can be summarized that each company should have particular goals and objectives of marketing
so that effective promotion can be performed. The last part summarizes about different aspects of
marketing mix such as product, price etc.

Contents
ABSTRACT................................................................................................................................................2
INTRODUCTION.......................................................................................................................................4
1.1 Background of the Company.......................................................................................................4
2.0 Task 1....................................................................................................................................................5
2.1 Marketing Audit................................................................................................................................5
2.2 TOWS analysis..................................................................................................................................7
3.0 TASK 2.................................................................................................................................................9
3.1Marketing Objectives.........................................................................................................................9
3.2 Marketing Objectives for Travelodge................................................................................................9
4.0 TASK 3...............................................................................................................................................10
4.1 Marketing Mix.................................................................................................................................10
5.0 TASK 4...............................................................................................................................................12
5.1 Customer service.............................................................................................................................12
5.2 Recommendations for improvement of customer service................................................................12
CONCLUSION.........................................................................................................................................14
REFERENCES..........................................................................................................................................15

INTRODUCTION
Marketing management relates to a method that consists of efficient preparation, carrying
out various tasks, marketing the products and services provided by the business, determining
sales prices and delivering goods and services in an effective and acceptable manner. Their
primary goal is to meet the needs and demands of consumers and to achieve organizational
objectives within a given period of time (Hollensen, 2019). Travelodge, the largest private luxury
hotel company based in the UK is chosen as a company for project report. The department
partners with value high - end hotels in various countries, like Ireland Spain. This report contains
marketing TOWS, target market, a market segmentation plan and a proposition to improve the
level of service. The hospitality sector is growing on the industry and you will need to have good
knowledge as well as data on the market environment and patterns. Deep consumer analysis
allows it possible to carry out the roles and activities of companies on a broader scale. In
addition, marketing mangers is a wider and larger notion to be embraced with due regard as well
as to correct measures so that all the decisions are made effectively.
1.1 Background of the Company
In the 1980s, Charles Forte purchased the US Travelodge company image with the hope of
creating it in the UK. He connected them to most of his eateries on the side of the highway of the
little food critic and words that begin them Little Chef Lodges. In 1985, after redesigning,
Travelodge had become England’s very next value luxury hotel when it was initiated in the UK,
going to open its first restaurant in Barton-under-Need wood in the core of London (About
Travelodge company, 2020). Since then, the industry has increased to more than 570 hotels in the
UK, right in the central of major cities, such as London, Edinburgh, Cardiff, Bristol, Manchester
and Belfast, in many of Britain's big towns, and also famous beaches destinations and critical
roadside prevents. Travelodge Hotels Company is a leading company that operates in the hotel
and hospitality sector across the United Kingdom, Ireland and Spain. Officially known as
Travelodge, it is the UK’s leading hotel brand with more than 570 hotels in the UK.

2.0 Task 1
2.1 Marketing Audit
The marketing concept has a deeper effect on company management and activities. So, in
relation to choosing a Travelodge entity, they utilize two approaches that are tow matrices and
advertising audit to carry out their activities. The institution manager must be aware of the audit
work and process so that problems do not arise in the coming years. This was therefore
investigated whether the goals and aims of this approach are adequately accomplished by
performing an overview of the marketing practices. The main objective of the marketing audit is
to enhance the efficiency of the employee and practices taken by the company.
Marketing Audit
Marketing audit applies to the process by which goals, policies and plans and other existing
practices are examined to assess and evaluate whether or not they are actually functioning or in
which areas change is required. With the help of this process, capital is used in the most effective
way, and financial and nonfinancial statements are also defined by the organization with the
assistance of the audit (Deepak and Jeyakumar, 2019). It also serves to evaluate me as a bad
place in business and to make me better such that the performance of the industry and the
success of the company improve at a higher point. However, it has often been shown that it
needs a thorough understanding of the industry and the application of data such that the
procedure may be carried out appropriately. This is further split into 2 parts, such as external and
internal audits, which are explained below-
External Audit- It is classified as the evaluation and understanding of the different which are
factors which affect the development and success of the company. During this audit, Travelodge
shall use the PESTEL system listed below —
Political factor- It covers revenue, regulation, government rule, labor law and many more. In the
case of selected companies, they have also been influenced by political forces, such as the
consequences of Serves, which render it challenging for them to carry out their commercial
operations and have exposure to the global market.

Economic factor- Another component is the economic factor involving inflation and deflation of
trade restrictions on tariffs and non-tariffs, etc. Adapt to the evolving laws and regulations of the
governmental system Travelodge are being negatively affected. This is because labor and
employees-related rules and regulations result in frequent developments and change policies.
Social- This refers to elements that include religion, culture, age, income and much more. The
management team of the selected organization shall make tactics and strategies on the basis of
social variables in such a way that decisions are taken in an appropriate way.
Technological factors- Technology has been a key part of the business sector. In this era of
competition, technique is used by everyone to make work more effective. That involves the
usage of quantum computing, hardware and applications. Travelodge also uses technology that
helps them to be in contact with their clients using an updated online control system.
Environmental factors- This encompasses the planning of weather carbon emissions waste, etc.
Many organizations focus on this component to ensure that corporate governance is properly
fulfilled by the organization. These variables are also used in relevance to Chosen Company in
order to carry out their duties and responsibilities in a well-organized manner.
Legal factors-It requires arrangements that are enforced by statute and regulation. In this sense,
it is important to have good awareness of the law and to behave in such a way that the problems
of usage and not of the business Travelodge and its legal team are well informed of these laws
that allows them to make decisions throughout the period (Visconti, Peñaloza and Toulouse,
2020).
Internal audit- It applies to internal behaviors and causes that have a significant effect on both
corporate and operating functions (Lehtinen, Aaltonen and Rajala, 2019). These categories of
events include financial reporting, processes, operational activities, and much more. With both
the help of an internal audit, it is easier to recognize and evaluate weak areas that require an
enhancement in the level of the characteristics.
Strength and weakness of internal audit
Strength-

 The main benefit of the internal audit is that it tends to help the company to set up and
create a marketing project and helps to accomplish the aim of an efficient tribe.
 Instead, with the aid of this report, it becomes simpler to classify the sport of the
enterprise.
Weakness-
 The main downside of the internal audit is that it does not deliver real outcomes and
concentrates heavily on economic performance and corporate progress.
2.2 TOWS analysis
2.2.1 TOWS analysis of Travelodge
The TOWS analysis is used by firms to evaluate the various types of weaknesses,
strengths, opportunity and threat. It is used for the intent of reaching various goals (Gupta and
Rajan, 2020). Travelodge Managers often utilize the TOWS model as a guide to designing Tier
Communication Strategy strategies to accomplish their "Expressing oneself" corporate goals in a
timely and efficient way. Travelodge supervisors use the TOWS framework to develop policies
and tactics for the "Expressing our self" intensive promotional campaign.
TOWS Analysis of Travelodge
Opportunities Threats
Strength
SO
Travelodge is internationally
positioned and has the
highest business to consumer
ratio.
ST
Travelodge provides a range
of services and foodservice
price increases at an
affordable rate that attracts
consumers but also slows
down their development as
well as full growth due to

low profits.
Weakness WO
 They are not in a
position to provide
ties to other countries
owing to the
consequence of
brexit.
 Travelodge has the
potential to combine
with other companies
so that the operations
are carried out.
 Furthermore, the
chosen company also
has the ability to
launch new offerings
that will increase its
revenue and market
share growth.
WT
 Due to the growth in
the hospitality
industry, which leads
to a high degree of
competitiveness and
this has an effect on
Travelodge's business
success.
 Many other hotels
also have been part of
a joint venture or
joint venture to set up
a selector company,
which would be a
major risk to the
industry.
 Changing rules and
regulation make it
very difficult for
organizations to
increase their profit
margins for longer
periods of time, and
the profit margin
level of employees is
also going to
increase, which is a
major threat to the
company.

3.0 TASK 2
3.1Marketing Objectives
Marketing objectives are very helpful in achieving the overall objectives of an organization. This
is also effective in the continued growth of communication campaigns over a specified period of
time (Gaul and Baier, 2019). Objectives must always be very SMART; so that they are honest
and detailed enough for those sales team firms. In the case of Travelodge, the institution of
specific and SMART goals will help further to handle the organization's marketing activities.
3.2 Marketing Objectives for Travelodge
The ultimate goal of the 12-month Travelodge advertising campaign "enabling a leading
brand" is mentioned below-
 Increase sales of company by 20% in May 2021.
 To achieve 20% of market share by May 2021.
 To maintain 50% of acquired customers for May 2021.
Rational for marketing objectives
The reason for selecting the above mentioned business goals is that, with the help of these
goals, it will be simpler to perform the duties and operational activities through a well-organized
location without having to face any issues during the purchase process. In addition to making the
consumer more conscious of the product and service and the marketing plan of the brand will be
good for the organization via which advertising and also endorsement could also be made, we are
trying to sell the distribution platform directly. In addition, the organization could incorporate
and adopt more efficient strategies by taking into account these objectives, which would also
lead to positive results and consequences.
The above mentioned goals can be achieved by above Travelodge Company if they will perform
their operations and activities in an effective manner. In order to do so they should prepare
effective policies and strategies. The first objective of increasing sales of 20% can be achieved if
they will sell their products in the areas in which demand is higher. For this purpose they can

apply STP strategy in that they can determine their particular location and customers where their
product can be sold out easily.
As well as their second objective of increasing market share can be attained if above mentioned
first objective will complete. It is so because if Travelodge Company will increase their sales
target then automatically their market share can be higher. For this purpose, they need to focus
on creating strategies to beat their competitors.
The third objective of acquiring 50% of customer is totally depended on quality of service and
products provided by above company. It is so because if they will offer better products and
services then this will be easier for them to have large number of customer shares in the market.
In fact, the Travelodge would therefore benefit from a cost edge, which would allow them to
leverage both their services and their money at an optimal point. That also helps the decision-
making phase simpler and more relevant, and can be utilized for both growth and progress
(Sander, 2019). This is important for the communications strategy planner to insure that all goals
are achieved within a reasonable timeline such that morning tasks can be carried out with
potential context. After a brief review of the above-mentioned problem, it has been investigated
that it is necessary to have proper knowledge of and reasoning for the marketing strategy. This
would contribute to the most effective usage of knowledge and manpower. In addition, time and
money are required on a larger basis when a marketing strategy is to be developed, and there is
always a need to pre-determine where their operations are to take place. It is also important for
businesses to concentrate on their strategic strategies and processes in order to carry out a
thorough review of their goals. In order to accomplish that goal, deep market information and a
team of highly are needed in order to ensure that the organization's campaign is carried out
properly. Various forms of marketing and publicity techniques can also be utilized to execute the
campaign in the most successful fashion.

4.0 TASK 3
4.1 Marketing Mix
Planning is essential for industry to ensure that all human resources and other equipment are
used adequately. This is not feasible for any company to accomplish the goals without adequate
strategy and strategies (Becker, 2019). Thus, Travelodge uses a marketing mix plan that focuses
on understanding the market situation as a less customer-friendly full show advertising mix of
different strategies and ideas that are used by entities to achieve competitive edge as well as to
analyze customer expectations and objectives. It is a broader concept that is important for the
organization to insure that all information processing and other practices are done in an effective
manner.
Product- It is the first part of the marketing mix that is described as a product or thing that is
offered to customers by the company for the purpose of satisfying the demands and criteria. It is
essential to attain products with mutual success as well as good quality in order to retain
consumers to the organization. In the sense of the chosen company, no services are available by
the Travelodge, such as hotel accommodation for foodservice health and so many more.
Price- It is a fixed fee to be paid by companies to buyers or users for the distribution of products
and services to them. It is not feasible for any consumer to take part in female purchases without
a fee. Furthermore, in relation to the acquisition, they utilize various forms of price approaches,
such as increasing inflation, to pursue a dynamic pricing approach under which they sell
medications and other resources at cheaper prices rather than their rivals.
Place- Then there is another company / site that determines the site from which customers can
conveniently enter the shop or the company's goods without having to encounter any problems
(Adams, Freitas and Fontana, 2019). It is the role of the leader to have a deeper knowledge of the
market, and it'll be important for the users or the customer segment to accept the destination or
not. In the sense of Travelodge, they are geographically positioned with a comfortable place for
those who draw more and more end-users to their hotel facilities.
Promotion- This market segmentation aspect includes increasing visibility of the products and
services of the company inside the industry and of the potential customers. In relation to the
chosen entity, they use different types of promotional tools, like social networks and e-commerce

websites, such as Face book , LinkedIn, YouTube and many more, which enable them to
promote their brands and services on a massive scale.
Process- This element specifies the layout that the organization is preparing for these two holes
and the manner in which the visitors can directly search for any service or product. Barcodes are
placed and behind item in relation to the selected company, which helps both the customer and
the strategic planning to search for any product of development. The process must be easy and
efficient in order to remove the issue of disputes to some extent.
Physical evidence- It includes stores, records, payments, receipts and many more. The chosen
entity is located in different places and has hotels and their various varieties of branches in
different places. Through the aid of tangible proof, it presents confirmation that the organization,
as well as its goods or services, are physically available. It is important to concentrate and
provide tangible proof such that the confidence of the consumer improves in the company.
People- This category of item consists of salesmen, clerks, staff, watchmen, employees who
serve customers directly (Ellram and Murfield, 2019). With Travelodge, they are well informed
of their people who are making an effort to increase the competitiveness of the company.
Through the specified people, all activities should be carried out efficiently within the company,
which also demonstrates that employees install and control customer relationships for a longer
period of time.
After analyzing the above-mentioned marketing mix plan, it is noted that the elements of
diversity cannot be used properly without planning. In fact, it is the task of the hotel manager to
employ both dynamic and static methods to insure that the preparation is carried out properly.
Through careful preparation, the vulnerability involved with the project is often defined and
analyzed, which is helpful to the business because it will implement mitigation strategies
depending on the issues investigated.

5.0 TASK 4
5.1 Customer service
There are several forms in which Travelodge's mangers may be used to enhance their
offerings, which are now being provided to customers, as mentioned below:
Timely reviews from clients: it is critical to learn whether an organization has been able to fulfill
its clients or not. In fact, taking feedback is very beneficial in creating a basic knowledge if the
areas in which an organization lacks efficiency and is unable to meet the customers’ expectations
(Munuera Alemán and Rodríguez Escudero, 2020). Such input will help to increase their current
standard of benefits, as some of the clients are not happy with the product where the Travelodge
sell its services, so there is a need to enhance either in terms of performance or in terms of
system decrease.
5.2 Recommendations for improvement of customer service
Customers are the core resource of the company without that they cannot execute their sales and
marketing functions. The industry is competitive, which shows that small business entry impacts
new customers of current customers by activating their consumption behaviors. It has integral
part critical to concentrate on feedback from customers as well as on issues that will help and
boost the firm’s flexibility on a wider scale (Rudani, 2020). Consequently, there are different
types of ways in which Travelodge can enhance and analyze its quality of service in depth, as
described below.
Providing practical training to service and staff team- The best approach to improve the
quality of customer satisfaction is to offer actual life and realistic feedback to the sales staff and
to the individuals who have been in touch with clients on a daily basis and to meet them directly.
This would also allow them better consider the customer's questions, issues and how to address
them within a limited amount of time. In fact, with the aid of this Travelodge, they will even
increasing their consumer scores by supporting them with their issues. Training will be provided
by the president or the supervisor of the organization in such a way that the quality and progress
assessment of the staff is properly analyzed.
Feedbacks- Then come the input process in which the general perspective of the client is
acquired by the company by the usage of surveys, assessment formats, or various approaches. It

is the most useful way to improve the level of customer service as it provides a brief insight into
the eyes of the consumer regarding the company and its services. By incorporating input, it
becomes better for the company to make choices and adjustments due to consumer desires so
that they stay aligned with the brand and do not turn to the other.

CONCLUSION
Following a brief assessment of the above-mentioned report, it was concluded that
marketing management is by far the most essential aspect of the business that going to be moved
out with thoughtful regard. This is often shown that statements are taken via email on the brand
assessment framework and the product blend strategy for tows. The foregoing is a short
summary of the plan for how to increase the standard of customer support. The present report
provides a brief insight into the concept of service marketing that will be beneficial for
companies to use their capital resources correctly. Training and expertise are therefore required
at a larger scale to introduce the meaning within the organization.

REFERENCES
Books and journal:
Hollensen, S., 2019. Marketing management: A relationship approach. Pearson Education.
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Visconti, L.M., Peñaloza, L. and Toulouse, N. eds., 2020. Marketing management: A cultural
perspective. Routledge.
Gupta, C.B. and Rajan, N., 2020. Marketing management. Sultan Chand & Sons.
Gaul, W. and Baier, D., 2019. Marktforschung und Marketing Management: Computerbasierte
Entscheidungsunterstützung. Walter de Gruyter GmbH & Co KG.
Sander, M., 2019. Marketing-Management: Märkte, Marktforschung und Marktbearbeitung. Utb
GmbH.
Adams, P., Freitas, I.M.B. and Fontana, R., 2019. Strategic orientation, innovation performance
and the moderating influence of marketing management. Journal of Business
Research, 97, pp.129-140.
Ellram, L.M. and Murfield, M.L.U., 2019. Supply chain management in industrial marketing–
Relationships matter. Industrial Marketing Management, 79, pp.36-45.
Munuera Alemán, J.L. and Rodríguez Escudero, A.I., 2020. Estrategias de marketing. Un
enfoque basado en el proceso de dirección. ESIC.
Rudani, R.B., 2020. Principles of management. McGraw-Hill Education.
Becker, J., 2019. Marketing-Konzeption. Verlag Franz Vahlen.
Lehtinen, J., Aaltonen, K. and Rajala, R., 2019. Stakeholder management in complex product
systems: Practices and rationales for engagement and disengagement. Industrial
marketing management, 79, pp.58-70.
Online:
About Travelodge company, 2020 [Online] available through:<
https://www.travelodge.co.uk/property-development/about-us/#:~:text=Founded%20in
%201985%2C%20Travelodge%20is,the%20UK%2C%20Spain%20and%20Ireland. >