Marketing Management: TOWS Analysis and Marketing Mix

This report discusses TOWS analysis and marketing mix in marketing management, using Travelodge as an example. It covers the objectives of the campaign 'Enabling a leading brand' and analyzes the marketing mix of the company. The report also includes information on the marketing environment audits and provides insights into how Travelodge can gain a competitive advantage and become a leading brand.

Marketing Management

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Marketing TOWS for travelodge and the marketing audits which needs to considers in the
marketing planning......................................................................................................................3
Marketing objectives for campaign “Enabling a leading brand”................................................6
Analysis of marketing mix of the company according to their plan proposed ..........................7
Proposal for improving the level of customer services into organisation ..................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
The marketing is an activity in which the organisation markets or educate the targeted
customer about any idea, message, product or of any services. The education is done through the
help of various sources or tools. They use the various advertising and promotional activities
which helps them in market their product. Marketing is very much necessary for any business.
And managing the marketing activity is also another important aspect. The marketing
management refers to the planning, organising, implementing and monitoring the marketing
activities (Kotler and et. al., 2018). It is also related with the formation of rules, regulations,
policies, methods, tools and techniques which the organisation uses for as a marketing purpose.
For reference purpose this report has taken an example of a company, Travelodge. Travelodge is
the private British company which is into hotel and hospitality industry. The company is
operating in major parts of UK, Ireland and Spain. In total it has around 570 hotels across the
UK.
This report discusses about TOWS for the company along with its marketing audits. The
objectives which meant to be set for the company campaign ‘Enabling a leading brand’. The
report also includes the marketing mix plan which the company would be using in its campaign.
TASK 1
Marketing TOWS for travelodge and the marketing audits which needs to considers in the
marketing planning.
Travelodge is a British company which was set up in the year 1985 by Keith Hamill and
Peter Gowers. The company is engage in the hotel and hospitality business. It is a hotel which
has around 570 independent hotel in United Kingdom. The main headquarters for the company is
in Thame, England, UK.
TOWS is an abbreviation which stands for Threats, opportunities, weaknesses and strength of
any organisation (Adams, Freitas, and Fontana, 2019). It is an internal analysis which analyses
the internal resources of an organisation and states the strengths and weaknesses which it has.
Through this analysis the company has the can determine the factors which are unique and
creating value for the company. It also tells about the factors which are weak points for the
organisation and the organisation needs to work upon them. This TOWS framework also tells
about the opportunities and threats which the company has. Threats are the risks form which the

organisation is prone to and opportunities are the areas which would help the organisation in its
growth and success. The TOWS analyses of Travelodge company are as follows
Components Opportunities Threats
Making and implementing of
new campaigns for marketing.
The level for competition is
very much high.
More diversification and
expansion of organisation in
various markets or countries.
Any unfavourable change in
the political factor which
causes inaccurate operations.
Strengths SO
(Maxi – Maxi)
ST
(Maxi – Mini)Market share
Bringing of innovation and
creation into their operations.
Weaknesses WO
(Mini – Maxi )
WT
(Max- max)
By the table which has been presented above, The TOWS analyses of the company
Travelodge has evaluated and there interrelationship are as follows:
SO (Strength and opportunities): Through the TOWS, it has been observed that the
organisation has the strength for expanding their businesses as there service quality is very
excellent and the market share of the organisation is small as it targets only UK, Ireland and
Spain with much capability for expansion and growth. The organisation has the capability to
increase the size for their market share. They can perform this through expansing their hotels at
new markets (Aghazadeh, 2015). The company also has the opportunities for mergers and
acquisitions. For expansion into new markets the company go for mergers with other brand
which has a good goodwill into that market. This would help the organisation in creating an ease
in establishing their business in a whole new place.
ST ( Strength and Threats): The major threats which the organisation is prone to is high
competition and any unfavourable change in the political factor. As the number of competition

increases in the industry because of its ongoing growth, the organisation is getting burden with
this as because of this the organisation is losing their customers base. The cope up with these, the
organisation has to bring new and creative services to retain their customers. Another threat is
the unfavourable political rules and regulation of government. Any unfavourable rule or any
regulation can cause damages to the operations of the organisation. The political factor is such
factor which is out of any control of any organisation. It works independently and does affects
the working and operations for any organisation. It is of paramount task to deal with the threats
and eliminate or reduce the risks. As the company, Travelodge have the strength that it gains
competitive advantage by brining new and innovative services and also the services which the
company got to offers is of high quality (Deepak and Jeyakumar, 2019).
WO (weaknesses and opportunities) : The organisation has the weakness that the
number of choices offered by the company is very much limited. Also, the company has a low
market share as it has its presence in few countries or markets. But the company can convert this
weakness into opportunity by providing it the expansion. It can expand itself into the markets
where it has never put its step before. Through market expansion the company can increase its
customer base, profit potential and etc.
WT (weakness and threats) : The company has a threat of competition which it faces
into the market, its impact which is put into the organisation activities is also very much high.
The company has the very limited market (Turnbull and Valla, 2013). Therefore the impact
which is put by both these factors upon the company is maximum as they both works negativity
for the organisation.
The marketing audits help was taken by the company for the preparation of TOWS
analysis. The marketing environment audits are as follows:
Marketing environment audits: The marketing environment audit is the factors in
which the organisation takes the external and internal environment under evaluation. The internal
analyses includes the employees, structures, systems, values, mission, vision, suppliers and the
so forth. Whereas the external environment is concern with the factors which are out of the reach
of any organisation. These factors work independently and do impacts the working of any
organisation (Foroudi and et. Al,. 2017). The macro environment tells about the opportunities
and the threats which the organisation is prone to.

Marketing objectives for campaign “Enabling a leading brand”.
The marketing campaign which is set by the company has the following objectives:
Set digital presence: The major motive is to establish the digital presence. The Travelodge is
planning to implement for the organisation to run this campaign itself at all the digital platforms
so that they can establish a strong presence at the online platform (Kotler, 2012). In this world of
digitalisation where most of the companies are planning or preparing to take their business at
online platform, Travelodge has also planned to make the proper use of this Covid time and to
take their organisation at the digital platform. The company has planned to make the use of all
internet technology and performs the marketing functions at online platform. The company,
Travelodge, can use the social media sites like Facebook, Instagram, Twitter, and other methods
for online marketing like displaying of ads, making of the company's own website and etc. The
organisation knows the importance of digital marketing, that's why they have make the plan for
enabling them as a leading brand.
Gain competitive advantage: The organisations can also gain the competitive advantage
through their marketing activities. The company from their strong marketing plan and execution
can create the competitive advantage for themselves. When the Travelodeg would create a create
demand through their this campaign, it would help the business in creating a unique position into
the market place (Gellynck and et. al., 2012). The marketing activities performed by the
organisation would be so strong and effective that they would enable the Travelodge in
generating the new customers for them. The strong marketing plan also would help the business
in creating themselves a leading brand when it comes to marketing. The company can also the
brand image and awareness among the targeted customers or market. Through the proper
marketing the company can show about how they are different from the available competitors
and why the customers can choose them. Through all these the company would able to gain
competitive advantage.
Making a leading brand: The organisation has the major objective from this campaign that the
organisation can create the brand as a leading brand through their marketing activities. With the
strong marketing activities, more number of customers or people would get attracted to the
company which works as an advantage for them. Through this campaign the company wants to
make the brand as one of the leading brand. The company's marketing activities should be such
that every customer can watches the ads about the company, they should also spread their idea in

such a way that it reached to the maximum number of people (Goryushkina and et. al., 2016).
Posting about the company at maximum number of places maintaining them is very much a
difficult task to perform. The company, Travelodge, needs to have such management that it can
handle this large scale of social media thing.
Like every campaign, this campaign has also its purpose. The majority of its objectives is
to create a strong digital platform, to gain the competitive advantage into the market and to be a
leading brand through the establishment of strong and creative marketing activities.
Analysis of marketing mix of the company according to their plan proposed
Marketing mix: Marketing mix is a comprehensive evaluation about the market and the
market plan. This framework is used while preparing for the marketing plan. This framework
helps in targeting the wider range of audiences (Hutchinson and et. al., 2015). The marketing
mix consists of 7 P's namely product, price, promotion, place, process, people and physical
evidence. The marketing mix of the company, travelodge are as follows:
Basis Description
Product Product refers to the item which is the company offers. For the company,
travelodge, it has become as an necessity for them to offer the great or
quality services to their customers. The services which the company
offers should be of high quality and very much new to the customers.
The services should satisfies the needs and demand of the customers. It
is the product offered or the services rendered only which decides the
company success or failure. If the services would valuable for the
customers and they get satisfied then the company will be successful but
if the services offered is not as per the expectation of the guests or do not
satisfy them then it might can take the company into failure.
Price The price refers to the cost or the value of that product or service. The
price which has been offered by the company should be equal to the
level of satisfaction it is offering. For example if travelodge is charging
the high amount with the guests and in return they are providing not a
special or valued services then it might result into unhappy customers.
This also can create problem for the company's image. But if the level of

satisfaction is higher then the price charged, it would result into satisfied
and happy customer. This would helps the company in creating a
goodwill also (Hollensen, 2019). The company has also tried their best in
gaining the competitive advantage through the cost effective measures.
Place Place refers to the location where the company has set up its product or
services. In the case with Travelodge, the company has set up its hotels
in around 570 location across the UK. The places are the actual location
where the company can prevail that services. The company has set up its
websites where the customers can visit and can see about the facilities
and offers offered by the company. The company increase the places
through expansion of market. They can expand their market by putting
the steps into the places where the company has never has step in before.
Promotion The promotions activity is concern with the activities for advertising and
promotions of the organisation. The company can use the various
advertising and promotional methods to educate the customers or
targeted market about their services offered. As in the case with
Travelodge, the company is making the use of digital marketing for their
promotional activities (Icha and Agwu, 2015). They also has set up and
run a campaign called “ Enabling a leading brand” in which there main
motive was to create a string marketing at the digital platforms. These
platforms helps the company in generating the new customers, creating
the brand image and awareness and etc.
Process The process refers to the method used by the company in transferring or
delivering the product or service to the ultimate customers. To bridge the
gap between them, the organisation has opened the online website where
the customers can visit and see the facilities which the hotel is providing.
The customers can also book the rooms form the website only through
online payments. To make their services very efficient, the company also
has started facilities for pick up and drop up so that the customers do not
face any issue or problem regarding commute.

Physical evidence It refers to the evidence which proves the relation between the customers
and the organisation. The physical evidence is also concerns with
evidences which proves the existence of the company. The hotel,
travelodge, organises various public events or programs which proves
the existence of the company. Through these public events the company
can generate the awareness about the product into the audience and also
can educate them about their services or product offered. The hotel
creates an environment which is very comfortable and smoothing for the
customers and provides the food which is healthy and is good in its taste
also.
People This refers to the degree the organisation cares about its employees and
customers. The hotel, travelodge, does care about their employees and
customers. The company has set up various policies in favour of the
employees (Johnsen, 2018). Some of them includes providing of medical
health to the employees, provision funds, basic salary, allowances,
bonuses, prize money, preparatory leave and much more. The Hotel
travelodge also think about their customers that's why they make the
services which satisfies the customers and bring smile on their faces. .
Proposal for improving the level of customer services into organisation
Customer services comes under the ancillary services which is provided by the company.
The company provides these services for their customers so that they can also assist the
customers after their purchase also. The customer services can get improved through the
followings:
Strategies Details
Identifications of customer
needs
For the proper growth of the company, the hotel needs to
identify the needs and the demand of the customers so that
they can provide those services and can gain the competitive
advantage. When any business provides the products or the
services which are of customer demand or need that

organisation would never get fail because through their
product or services they are satisfying the customers needs.
The customers would prefer the products which are of there
use only or which satisfies their needs (Keegan, 2017). The
hotel, travelodge should analyse the trend and the needs of
the customers so that they can conquer the market by
providing it to the customers.
Giving reward to loyal
customers
There are many customers which are loyal towards the
company. They always choose the company and are old
customers. The hotel, travelodge should maintain an account
for these people and should reward those people. The reward
can be through giving the discounts or offers to them. Or
including some extra services into their packages and etc.
through these rewards the customers feels very much valued
and satisfied that the company has taken care for their
loyalty.
Solving for the issues or any
queries
Through the appropriate customer services the company can
resolve all types of issues or the queries which the customers
or the guests have with the hotel (Kotabe and Helsen, 2014).
Through the proper customer care services their should be a
clear and straight line which connects the customers with
Hotel's staff who can take care of the quires and any kind of
issue which guests or any customer has. When the customers
feel that their issues has been addressed properly they feel
more happy and satisfied.
Attention on customer
relationship
Putting efforts on the maintaining a good relationship with
the customer is very much important. By maintaining the
same, the hotel can create a bond with the customers. This
also helps the company in creating a good goodwill and
brand image. The goodwill is an intangible element for the

organisation which does have a great value to the
organisation. Hotel Travelodge should put more efforts on
maintaining the relation with the customers, this activity
helps the business in creating the value for the organisation.
CONCLUSION
From the report presented above, TOWS analyses and the marketing audit has been
mentioned about the company. The marketing audit includes the components like macro
environment, employees, resources, system, structures, mission and etc of the organisation. The
campaign called “enabling the leading brand” has various marketing objectives some of them
are, setting of digital presence, gaining of competitive advantage, leading a strong brand and so
on (Kotabe and Helsen, 2020). The marketing mix of the company is also performed into the
report which includes the product, price, promotion, place, process, physical evidence and people
as the basis. Apart from this the organisation can adopt various approaches for improving their
customer services, some of them includes, identification of customer needs, attention on
customer relationships, giving the rewards to loyal customers and etc.

REFERENCES
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