Marketing Management: TOWS Matrix, Marketing Objectives, Marketing Mix Plan

Marketing Management

Contents
INTRODUCTION...........................................................................................................................1
TASK...............................................................................................................................................1
1. TOWS Matrix on the basis of Marketing Audit of Travelodge...............................................1
2. Marketing objectives for Travelodge.......................................................................................4
3. Examination of Marketing Mix Plan for Travelodge..............................................................5
4. Proposals and Recommendation for improving Customer Service as a part of Travelodge’s
“Enabling a leading brand” campaign.........................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing refers to the set of activities which are aimed at increasing the sales and revenue
of the products and services being offered by a business organisation such as promotion,
advertising, distribution strategy etcetera (Kotler and et. al., 2017). Travelodge is the largest
independent chain of hotels across UK which was founded in the year 1985 and is headquartered
at Thames, England, United Kingdom. The company has more than 570 hotels across UK,
Ireland and Spain. In the following project report, an attempt has been made to prepare a
marketing plan for the company which will help Travelodge achieve the objective of “Enabling a
leading brand” in the budget hotel industry.
TASK
1. TOWS Matrix on the basis of Marketing Audit of Travelodge.
Marketing audit can be defined as the process of reviewing the marketing plan of an
organisation which involves its goals, objectives, strategies, resources used etcetera to determine
the effectiveness of different strategy and tactics used for marketing by the company (Gâdău,
2017). Principles of marketing audit helps the marketing manager of Travelodge to understand
and comprehend the marketing ecosystem which is at the disposal of the company. The primary
objective of conducting the marketing audit for Travelodge is to determine the needs and
requirements of the potential customers of the company and the effectiveness of company’s
marketing strategy and products to satisfy those needs and requirements. Existence of gap
provides the opportunity for competition to increase in the industry which is not desirable by the
management of Travelodge. Some of the key principles which needs to be considered for
conducting the marketing audit of Travelodge are:
Comprehensive: Marketing audit for any organisation should be an holistic approach and
have the key element of comprehension in it. Hence, the marketing audit which has been
considered for Travelodge covers all the aspect of its marketing strategy and based on that
analysis, determines its competitive position and identifies the areas which are performing well
and the areas where there exists a scope of improvement (Jobber and Ellis-Chadwick, 2012).
Systematic: One of the key principle of a marketing audit is systematic execution and
organisation. Hence, it is important for the management of Travelodge to realise that the
marketing audit of the company has been accounted for each and every principle, strategy,
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