Marketing Management: Enabling a Leading Brand

Marketing
management

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
TOWS analysis.......................................................................................................................3
TASK 2............................................................................................................................................7
Three marketing campaigns for “Enabling a leading Brand” for a period of 12 months:......7
TASK 3............................................................................................................................................9
Marketing mix plan:...............................................................................................................9
TASK 4..........................................................................................................................................12
Proposals on increasing customer services:.........................................................................12
Ethics and sustainability:......................................................................................................12
CONCLUSION ...................................................................................................................14
REFERNCES.................................................................................................................................15

INTRODUCTION
Marketing management is one of the most important activities of every organisations as it
is related with the promotion and marketing of their brand. With the changing scenario it has
become very important to consider different activities that can impact the way marketing
functions are being performed in a organisation. In case of hospitality organisations it has
become more crucial to understand different ways in which this function are perceived to be
performed. In present scenario, there is discussion of hospitality brand that is helping in
development of understanding of the marketing activities that will be undertaken in order to
develop a marketing mix place in order to attain some specific laid down objectives after making
a deep analysis of audits of external environment (Abeck, , 2017). Travelodge that is Britain's
brand value hotel and was launched in UK. There is discussion in relation with their new
marketing campaign “Enabling a leading brand” that will help in developing a overview of
various marketing options that are available for this hospitality organisation and how it is going
to help in attainment of some specific laid down objectives. The main objective of this
marketing champaign is to create a competitive advantage in the 21st century for this there is a
requirement to prepare a marketing plan by using of several techniques like marketing mix, STP
analysis and lastly there are several recommendations that are made according to the above made
analysis.
TASK 1
TOWS analysis
Company scenario: Travelodge hotels is having presence in different parts of world they
are having a chain of 500 hotels in major locations. They are serving 13 million people each
year. Their headquarters are present in Thames England UK and their presence is spread across
Ireland, Spain and UK.

Travelodge is a hospitality organisation that is operating in major cities like Ireland,
Spain. It is a range of hotel that consist of bar, buffets and cafes. They are providing facilities of
mobile reservation and online reservation for development of services (Dadzie, Amponsah,
Dadzie, and Winston, 2017). Presently there is discussion of SWOT analysis as a part of
marketing audit of the organisation and based on that there is formation of TOWS matrix for
Travelodge (Travelodge: Comprehensive Business Analysis and International Expansion Plan,
2020).
TOWS Analysis:
Strength Weakness
 Travelodge is a brand
that offers very
reasonable prices for
family rooms & double
rooms with special
deals like bookings on
special occasions.
 Travelodge is having a
extensive presence
across different parts of
UK with more than 500
facilities and it helps
their loyal customer
 Travelodge is not able
to provide a wide range
of products & services.
Such as it does not
offer room services and
concierge services.
 These have been
instances where
Travelodge has face the
risk of guests turned
down because of
situations of frustration
and discomfort that