Designing TOWS and SMART Model for Travelodge in Marketing Audit

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,