Designing TOWS and SMART Model for Travelodge in Marketing Audit

This project designs TOWS and SMART model for marketing audit to meet the needs and wants of customers by analysing alteration in their experience and liking. It further justifies three marketing objectives for “Enabling a leading brand” over 12 month period. Additionally, it constructs Marketing Mix Plan for achieving objectives within a year to sustain at international marketplace by creating threats for opponents. This project also develops proposal for Travelodge to improve patron facilities through marketing campaign.

Marketing
Management

Table of Contents
INTRODUCTION......................................................................................................................3
MAIN BODY.............................................................................................................................3
1. Design TOWS and SMART model for Travelodge in marketing audit.............................3
2. Justify three marketing objectives for “Enabling a leading brand” over 12 months..........5
3. Construct the Marketing Mix Plan for achieving the above discussed objectives within a
year.........................................................................................................................................6
4. Develop proposal for Travelodge to improve customer service as marketing campaign. .8
CONCLUSION..........................................................................................................................9
REFERENCES.........................................................................................................................11

INTRODUCTION
The process of exchanging services from manufacturers to clients for satisfying their
requirements and wishes by developing good relationship is termed as marketing. It is
essential for business owners and directors to manage human resource effectively through
motivating them to finish action with efficacy. This project depends upon Travelodge
organisation as being the leading sovereign hotel brand with more than 570 hotels across the
United Kingdom (Allen, 2018). This project designs TOWS and SMART model for
marketing audit to meet the needs and wants of customers by analysing alteration in their
experience and liking. It further justifies three marketing objectives for “Enabling a leading
brand” over 12 month period. Additionally, it constructs Marketing Mix Plan for achieving
objectives within a year to sustain at international marketplace by creating threats for
opponents. This project also develops proposal for Travelodge to improve patron facilities
through marketing campaign.
MAIN BODY
1. Design TOWS and SMART model for Travelodge in marketing audit
Travelodge:- The organisation is leading sovereign hotel brand with more than 570
hotels across the United Kingdom. It was founded in 1985 with its current Chief Executive
Officer as Peter Gowers from 25th November, 2013 and consists of 11,000 numbers of
employees (Bird, Westcott and Thiesen, 2018). The Travelodge is highly capable in
providing accommodation at hotels through best available rates with free breakfast and Wi-Fi
routers. It promote customer to book their rooms easily for gaining high pleasure at low cost
payment as enjoying luxurious lifestyle.
TOWS Matrix:- This analysis refers as ability of directors within an organisation for
identifying the intrinsic and extrinsic capabilities that has to be maximised for diminishing
weak spots and coercion. It is essential for business to determine the positive and negative
impact of business environments towards organisational goals (Chung, 2019).

The managers of Travelodge implement this matrix for identifying the consequences
in minimising sales and profits. It further interprets the pandemic situation of whole universe
as being affected by victims of COVID-19. The issue creates severe problems for customers
that result in current situation of saving unnecessary monetary transaction for surviving good
future. The Travelodge further express its features as “Enabling a Leading brand” through the
marketing campaign by describing its varied features for maximising revenue (Colliander and
Marder, 2018).
 Threats:- It refers as coercion or uncontrollable risk which is mostly faced by
organisation due to external factors that creates instability for company. The
Travelodge director challenges pandemic situation through foreign trade restrictions,
bound to pay income for its workers, etc. This results in deduction of profitability
ratios with decrease in sales and income generation.
 Opportunities:- The ability of directors to generate prospect from external aspects
that generate competitive strategies for being steady at competitive market. Managers
of Travelodge improve trade restrictions by facilitating its hotel with various
protective measures for clients to stay and be safe.
 Weakness:- It is considered as weak spots within the business that lacks in satisfying
demands of clients which result in bad image and reputation of target market.
Travelodge managers face weakness in managing business due to lack in
interpersonal relations of human beings that increase conflicts and disturbing nature
for its clients.
 Strength:- The most important strategy for every business is to build aggressive
advantages by furnishing qualitative services that create possibility for company to
satisfy customers (Ferreira, Cardim and Branco, 2018). The Travelodge directors are
highly beneficial in develop good employee association that leads to complete task
effectively for meeting requirement of customers.
SMART Model:- This representation is defined as strategic tool which is mostly used
by organisations for planning their vision and mission that has to be accomplished in future
with effective performance. The SMART model is considered as an acronym of Specific,

Measurable, Attainable, Relevant and Time-bound aspects to improve growth and stability of
company (Smart Model. 2020).
The managers of Travelodge execute this model for developing varied strategies that
create prospect for company to diminish consequences of corona virus with innovative ideas.
It further plans protective measures for their clients to stay in this pandemic situation by
granting them “Free PPE Kit and medicines” that are useful for them to live long life.
 Specific:- Managers of Travelodge focus on developing promotional activities in
order to improve brand awareness and positioning by supplying varied services at
least cost (Forlani and Pencarelli, 2019). It further results in maximisation of revenue
and profitability ratios for being sustainable at competitive market.
 Measurable:- The Travelodge further focus on taking necessary steps to prevent its
customers from the adverse impacts of corona virus infections. It supplies Free PPE
kit, masks and medicines to its clients with separate room for their well-being.
 Attainable:- The Travelodge directors are highly advantageous as people develops
interest for booking accommodation and energise to spend their luxurious lifestyle
within the hospitality industry. It leads company to achieve ambition and intention in
this pandemic situation of Universe by satisfying the needs of customers.
 Relevant:- Managers of Travelodge focus on developing relevant actions in
accordance with desired goals that leads company to increase sales and build good
image among target market.
 Time-bound:- The Travelodge managers emphasize on forecasting their plan for
future period with the motive to play its roles for attaining success within fixed time
period (Gilligan and Lowe, 2018).
2. Justify three marketing objectives for “Enabling a leading brand” over 12 months
Marketing Objective:- The main duty and accountability for managers of an
organisation is to develop marketing objectives for achieving their short and long term goals.
It is essential to attain business intention that leads to compete with rivalries for being
sustainable at global market. The managers of Travelodge further develops various plans and
schemes to enlarge customers for increasing sales that satisfies the demands of end-users at
low pricing strategy. It is most important for directors to develop various strategies that
attract clients to book their room for spending their vacation by staying at hotels in order to
live adventurous and experience new things. The Travelodge further creates inventive ideas
in accordance with this pandemic situation of COVID-19 by building clients interest towards

booking accommodation through playing varied online games for winning it to gain discounts
(Gölgeci, Karakas and Tatoglu, 2019).
The three marketing objectives that are mostly implied by managers of Travelodge for
maximising revenue and profitability ratios are as follows:-
 Provide discounts till 3 months at 10% through online gaming:- The managers of
Travelodge focus on encouraging customers to attain victory in playing various
online games that leads to win them discounts. It furthermore allows end-users to be
successful in gaining price deduction through being an effective game player that
result in minimising the cost of accommodation with application of coupon. This
voucher or token is valid for only 1 year from its victory and clients are engaged to
book their rooms eagerly for enjoying the concession to survive comfortable life. This
builds interest among customers for wining more games and achieving high position
for getting highest advantage while doing reservations.
 Maximise revenue by 15% in 5 months:- The Travelodge directors are beneficial in
encouraging and inspiring customers to get benefits through playing games while
sitting at their home due to corona virus situation. It develops interest of individual
for spending their time in future benefits as to gain that attracts large number of target
from childhood to adults (Harrison and Ajjan, 2019). This strategy being promoted in
“Enabling a leading brand” marketing campaign has the capability to explore its
services at large level from rural to urban areas. It is also advantageous for poor
people to explore and gain advantages by getting discounts through playing online
games. This results in maximising revenue and profitability ratios for managers of
Travelodge to sustain in perfect competition market by competing with its rivalries
that are Premier Inn, Holiday Inn, etc.
 Improve customer security from COVID-19 by 5% in 4 months:- The managers
of Travelodge further promote its services for the infectious patients of COVID-19
patients by facilitating them with “Free PPE Kit and medicine” at their booking
accommodation. This encourages customers for being safe and secure in their
prestigious hospitality industry through “Enabling a leading brand” which assure
about its services. It also develops good image and reputation among target market by
increasing sales and profits. This furthermore enhances market share and value by
building customer support and loyalty through maintaining the price of
accommodation at least price (Hisrich and Ramadani, 2018).
3. Construct the Marketing Mix Plan for achieving the above discussed objectives
within a year
Marketing Mix Plan:- The marketing mix refers as essential elements of marketing
which are mostly implied by managers of an organisation for analysing competitive strategies
as compared to rivals. It further emphasize on taking protective measures to minimise errors
through creative thinking skills that leads to minimise mistakes for achieving the target on
certain date. The managers of Travelodge also implement these marketing mix elements for
determining the competitive advantages that create potential power and prospect for company
(Jones, Cronin and Piacentini, 2018). This further takes necessary steps to minimise

controllable and uncontrollable risk through effective assessment and measurement of threats
to generate high return in future period. The marketing mix which includes product, price,
place, promotion, people, process and physical evidence of Travelodge have been described
through marketing campaign of ‘Enabling a leading brand” which is as follows:-
 Product:- The Travelodge provides accommodation facilities for its customers within
two distinct types of rooms that are categorised on the basis of family and
businessmen users. Its rooms are highly furnished and well maintained with interior
designing that attracts customers to stay more and enjoy their valuable livelihood. The
managers of Travelodge further emphasize on developing rooms with varied services
that includes Wi-Fi, housekeeping, electricity, good and pleasant atmosphere,
reception, etc. It also promotes its services in this pandemic situation for corona virus
victims and delivers best service for its customer health awareness to stay fit, healthy
and safe. This increase brand positioning through marketing campaign that enlarge
customers by promoting its services at various geographical areas (Karray and Sigué,
2018).
 Price:- The managers of Travelodge further facilitates its qualitative services at
penetration pricing strategy which increase sales. It focus on maintaining cheapest
prices for targeting both low and high income level customers that leads to maximise
support and loyalty. The Travelodge majorly focus on low income level clients by
creating good opportunity for them to experience and adventure new things. The high
income clients are attracted towards qualitative services for gaining high satisfaction
at which they are ready to pay premium. It further focus on encouraging customers to
gain benefits by taking advantage of coupons or vouchers for restricting their price of
accommodation.
 Place:- The Travelodge is highly capable in exploring its features through
promotional activities of print and social media that leads to attract large number of
customers within same time. The managers further focus on increasing its sales
through brand awareness and positioning with marketing campaign for “Enabling a
leading brand” to enlarge customers. It also provides various offers that include
discounts, offers, etc., which are beneficial for clients to accommodate booking in
cheapest rooms (Lugosi and Quinton, 2018).
 Promotion:- The directors of Travelodge emphasize on promoting their services
through digital marketing by describing the detailed information of their hospitality
industry on websites. It further aims to increase sales through developing short time
advertisements on various games, videos, etc., that builds attentions of its clients
towards their hotel rooms. The managers of Travelodge are highly advantageous with
various marketing campaign that leads to organise events in public by attracting large
number of customers through their programs. It also aims to promote services at
various programs such as birthday celebrations, wedding organizers, etc., where large
number of people collaborates.
 People:- The managers of Travelodge further emphasize on its human resource
management by motivating its workers to develop good relations among each other
that leads to co-ordinate with one another for completing their target (Petit, Velasco

and Spence, 2019). The leader aims to train and improve skills and knowledge of its
workforce by generating good values for respecting beliefs and norms of everyone.
This leads to maintain good atmosphere for its clients to enjoy luxurious and
comfortable lifestyle.
 Process:- The Travelodge analyse its procedure of performing services for clients that
is capable in meeting their requirements or not with the motive to provide them high
contentment. It is most important for directors to meet the needs and wants of its
customers for being sustainable at competitive market through developing aggressive
strategies. The managers are able to promote their services through 12 months of
marketing campaign by describing their each procedure that leads to transform visitor
to clients for booking accommodations.
 Physical Evidence:- The managers of Travelodge are highly capable in promoting its
services as true and fair by restricting the possibility of fraud, misrepresentation, etc.
It is most important for executives to build trust of its end-users as they believe
customers itself are promoters of hospitality industry by sharing their experiences
with relatives and peers. The managers must focus on promoting those services which
are actually been provided at hospitality industry for satisfying the demands and
expectations of their guests (Rahardja and Triyono, 2020).
4. Develop proposal for Travelodge to improve customer service as marketing
campaign
Customer Service:- This is defined as the service or facilities which is delivered to
clients before booking accommodation and moving out of hospitality industry. The main aim
for managers of Travelodge is to promote its services for encouraging clients to book
registration for enjoying comfortable environment. It also empower for safety and
precautionary measures of end-users through infectious diseases by delivering them kits and
medicines patients to be healthy and fit (Riswanto and et.al., 2019).
The managers of Travelodge highly focus on developing proposal for improving
customer services that has to be described in marketing campaign as:-
Proposal for managers of Travelodge to improve customer service in
“Enabling a leading brand” Marketing Campaign
The managers of an organisation focus on generating various strategies to meet the
requirements of customers by delivering them specialised features that enlarge sales. It is
most important for directors to determine changing desires of end-users through developing
good interpersonal relations for satisfying their demands. Managers of Travelodge analyse
the needs and wants of clients through having conversation with them at the time of booking
for facilitating them varied services at particular duration. It further examines the disease of
clients for taking precautionary steps that results in their health issues as it is duty of manages
must be aware of customer protection rights. The proposal is developed on the basis of
marketing campaign for 12 months period that begins from 1st July, 2020 to 30th June,
2021. Some of the necessities have been discussed under with reference to managers of
Travelodge for maximising satisfaction level of its clients.
 Total Quality Management:- The managers of Travelodge are highly specialised in
Total Quality Management by improving its services through effective utilisation of

scarce resources. It further focus on motivating and inspiring workforce to give their
best efforts towards company goals for achieving individual appraisal that leads to
build good image among others. This results in developing interest of workers for
finishing their task on the time that leads to improve effectiveness and efficacy for
target completion (Smyth, Duryan and Kusum, 2018).
 Good facilities for COVID-19 patients:- Travelodge directors focus on providing
best amenities for COVID-19 patients by taking approval or license from the
government of United Kingdom. It develops good brand image and reputation among
customers for taking high risk in order to restrict the negative impact of these patients
by applying highly qualified doctors. The Company also provides various services to
practitioners for being safe first themselves and then treating others as to minimise the
number of patients. The managers of Travelodge are able to promote their varied and
specialised services to its clients through marketing campaign for maximising sales
and profitability ratios.
 Coupons and gifts for existing clients:- The managers of Travelodge are highly
encouraged to services their existing clients for being aware of their needs and wants.
It develops ease for managers to serve them easily by developing good relations
among supervisors and customers. The Company is advantageous in identifying the
relaxation of customers and also provides gifts and coupons for being their loyal
customers. This enhance their market share and enlarge customer support by
satisfying their requirements for being stable at competitive market.
 Offer vouchers or discounts:- The supervisor of Travelodge are able to promote
customers through developing an opportunity for its clients by developing their
interest for playing online games to get discount vouchers for booking
accommodation. It further emphasize on dealing with varied situations through
solving the problems of customers for not able to pay their amount at one
transactions. The Company facilitates them to compensate or reimburse amount in
two instalments or grant loans. The accommodations charges are too low but still for
poor people services it allow varied services.
 Analysing the feedback of customers:- Travelodge executives focus on analysing
the feedback of its customers on moving out services. The clients are highly
encouraged and feel free to share their views, expenditure and adventure within the
hospitality industry to their peers and relatives (Van Laer, Visconti and Feiereisen,
2018). It creates opportunity for managers hospitality industry to increase their sales
by developing multi-taking promotional channels as client themselves prefer others to
book accommodation at certain place for gaining high contentment. The supervisor
aims to realise feedback of guests for identifying more improvement has to be done or
the services are able to meet requirements.
CONCLUSION
From the above discussion it have been concluded that marketing management plays
major role in an organisation for accomplishment of vision and mission to compete with
rivalries. This project designs TOWS and SMART model for marketing audit to meet the
needs and wants of customers by identifying change in their taste and preferences. It further
justifies three marketing objectives for “Enabling a leading brand” over 12 month period.
Apartly, it constructs Marketing Mix Plan for achieving objectives within a year to remain
stable at global market by creating threats for opponents. This project also develops proposal
for Travelodge to improve customer services through marketing campaign.

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