Marketing Management: TOWS Analysis, Objectives, and Marketing Plan

This document discusses the concepts of marketing management, including TOWS analysis, marketing objectives, and marketing plan. It focuses on Travelodge, a private firm in the UK, and provides insights into improving customer service and achieving business goals.

Marketing Management

Table of Contents
Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
1) Construct a Marketing TOWS and explain the marketing audits...........................................1
2) Demonstrate three marketing objectives that is set for marketing campaigns........................4
3) Examine a marketing plan in regard to business objectives....................................................5
4) Provide proposals on how Travelodge could improve customer service as a part of
marketing campaign.....................................................................................................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is an interaction between two parties such as buyer and seller that aims to satisfy
the requirements of customers in a marketplace (Azarnivand and Malekian, 2016). Marketing
management is a process of planning the conception, that involve pricing, distribution of
merchandise and promotes new and innovative ideas that create exchange in order to accomplish
goals in a respective time period. In other words, this involve the usage of marketing orientation
and determine the availability of resources so that task is accomplished within a limited period of
time. This report is based on Travelodge which is a private firm, headquarter in UK. This
company is founded in 1985 which has over 500 hotels in United Kingdom and also it has
approximately 11000 employees. It provides accommodation facilities and emphasise on
delivering fast and efficient services to their clients so as to gain maximum satisfaction.
Furthermore, the respective firm aims to provide excellent quality of rooms at an affordable price
so as to generate large base of customers which increase the sales and profitability at a global
level. Also, the employees are highly trained which increase the skills and knowledge base and
thus achieve a desired level of output. This report comprises of TOWS analysis which determine
both strength and weakness and also it assist in proper planning so as to minimise the threat. This
report also covers marketing objectives that is set for marketing campaigns and also it includes
marketing mix plan that constituent several elements such as product, price, place, promotion,
process, physical evidence and people which is discussed in this report. At last, this report also
includes proposal that improve the level of customer services so that it could prepare a strategy
to meet their expectations.
1) Construct a Marketing TOWS and explain the marketing audits
TOWS analysis is just similar to SWOT analysis that determine both positive and negative
aspects of a business and also it combat threats and make best use of opportunities (Bagozzi and
et.al., 2018). In other words, it provides an excellent analysis of both internal and external
aspects of a business and provides direction of action so that task is accomplished in a respective
time period. This analysis helps the management of a firm to make an appropriate planning and
thus assist in making fast and accuracy of decisions making by avoiding weaknesses. In the
context of Travelodge, the TOWS matrix is presented as follows:
TOWS matrix Opportunities (O) Threats (T)
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 To expand their
operations
 To form strategic
alliance
 To make proper use
of new and innovative
technology
 Face stiff competition
 Lack of expansion
 Decrease in demand
due to pandemic such
as corona virus.
Strengths (S)
 Reasonable room rates
 Increase awareness
towards environment
 Strong presence in UK
 Strong reputation
SO
 Could increase its
expansion so as to gain
large customer base
 Affordable room rates
provide all segments of
customers in UK to
enjoy their weekends.
 Creating partnership so
as to enjoy greater
economy of scale.
ST
 It provides a
reasonable room rates
that could achieve
competitive advantage.
 Could expand in other
parts of country other
than UK
 Could generate
demand even in
Pandemics by
providing services at
low cost
 Increase in awareness
towards environment
generate a positive
image
Weaknesses (W)
 Lack of services
 Implement the policy
of overbooking
 Limited choice
WO
 Increase the diversity
of services that allow
the company to take
advantage of
expansion
 Creating strong
WT
 By providing wide
varieties of services
could eliminate strong
competition.
 By moving the focus to
cheaper markets as this
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partnership could
create wider choice
 Strategic alliance
allows to provide
innovative technology
would face the
pandemic such as
corona virus
Strength and opportunities
 The respective firm could expand its operations in different parts of countries as it is
one of the reputed firms which in turn generates large base of customers across the
globe (Balderjahn, 2016).
 Travelodge could form partnership with other companies that allows to enjoy greater
economy of scale and this increase the sales and profitability within the confines of
hotel industry.
 The concerned firm provide an affordable room rates that allow customers to enjoy
their weekend in a respective place rather them to allow to go other foreign places
and incur huge investment.
Strength and Threats
 Travelodge emphasise on providing an affordable rate of room that provide a
way to beat its competitors at a global level.
 The company could expand its operations in different parts of a country other
than UK and Ireland as it is one of the reputed brand which in turn generates
more sales and profitability in a marketplace.
 As it could create more demand by rendering excellent services at low cost even
in a case of Pandemic like corona virus which boost the sales and improves the
productivity.
 Travelodge run several green programmes which help in achieving sustainable
development in a long run that generates positive brand image at a global level
and also it creates strong customer loyalty.
Weakness and Opportunities
3

 The respective firm could provide more varieties of services like bars,
coercive and many more and also its expansion at international level provide
an immense level of growth opportunity to the firm.
 Travelodge could form a strategic alliance with local companies which
provide wider choices and also lead to sharing of resources and therefore
minimise the burden of risk.
 One of the greatest benefit that is provided to firm through partnership is that
it could provide new and innovative technology which assist in conducting
fast operations of business and thus generates greater transparency and
accountability within the confines of hotel industry.
Weakness and Threats
 Travelodge could provide excellent offerings to their customers at a
reasonable cost so as to minimise the possibility of competition in a
marketplace and thus increase the sales within a hospitality industry.
 It can gain recovering from economic crises of such pandemic by
providing great offerings to their customers at an affordable price.
 It could increase its market share by expansion in different countries
which increase the profit margins of a firm and thus maximise the
revenue.
2) Demonstrate three marketing objectives that is set for marketing campaigns
Setting objectives is very crucial for every organisation which can be done though an
appropriate planning so that task is achieved in a short span of time (Deepak and Jeyakumar,
2019). In relation to this, the marketing department set targets in an efficient manner which help
in bring proper coordination and cooperation in a workplace. This facilitate smooth operations of
a business and assist the firm in taking appropriate decisions which ensure future success. In the
context of Travelodge, the marketing manager has set business objectives which are set for
marketing campaigns are presented as below:
 To accelerates its sales by 20% within twelve months: Travelodge could
increase its sales by providing wider options to their customers so as to gain
maximum satisfaction. The respective firm could prepare planning in advance and
clearly assign the task among the subordinates in according to their specialisation
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so that they could work with zeal and thus produces desired level of output in an
effective and efficient manner (Festa and et.al., 2016). This strategy could
maximise the sales and improves the profitability within the confines of
hospitality industry. also. It could create strong connectivity with its customers by
proving excellent offerings that improves the overall productivity in a
marketplace.
 To increase the profitability by 15% within nine months so that it could expand
its operation at an international level: Travelodge could set an objectives for
marketing campaign that is to increase the profitability so that it could make an
appropriate plan regarding diversification, expansion and modernisation of a
business which facilitate proper coordination and also help in accomplishment of
task in a short span of time. The respective firm is currently operating in UK and
Ireland so it could expand in different countries as it is well established brand which
could gain large base of customers and develop a positive reputation across the
globe.
 To form strategic alliance within twelve months which bring new and advanced
technology in the market: Travelodge could form strategic partnership that provide
immense level of growth opportunities within the confines of hospitality industry
(Gaul and Baier, 2019). It provides greatest advantage to the company as it helps in
sharing of resources like manpower, financial source and many more and also it
reduces the burden of risk. Furthermore, it also promotes new and advanced
technology and large varieties of offerings to their customers which develop
goodwill of a firm at a global level. Also, it also helps in rendering an expertise
advise and also promote new and creative ideas that provide enormous growth of a
firm and thus ensure greater success in future.
3) Examine a marketing plan in regard to business objectives
Marketing plan is regarded as document that consist of marketing strategy for
accomplishment of goal within respective time period (Goryushkina and et.al., 2016). In other
words, it describes the several marketing activities which consist of several constituents such as
product, price, place, promotion, physical evidence, process and many more that assist the firm
in making decisions by determining the availability of resources in an effective and efficient
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manner. The manager of Travelodge would formulate a plan and conduct marketing research that
provide a competitive advantage across the globe. The management of respective firm would
perform marketing mix plan so as to attain goal effectively within limited time period. With
reference to Travelodge, the same is presented as follows:
Elements of marketing mix Detailed analysis
Product Product is any physical item or article that is
rendered to customers in exchange for money.
The manager of Travelodge deal with wide
range of accommodation services for their
guests. Also, the product ranges from fully
furnished double room with limited services
such as reception, Wi-Fi and room services and
also it caters to deliver fast services to their
clients which ensure maximum satisfaction
across the globe (Hollensen, 2019). it is
essential to provide best quality of products
among their customers and also it create
product differentiation so as to win the hearts
of customers and thus increase the sales and
profit margin of company.
Price The prices refer to amount of money that is
being paid in return for goods or services. The
manager of Travelodge adopts low cost
strategy so as to gain competitive advantage
and also it provides various offers and
discounts to their guest that boost the booking
and thus increase the profitability within the
market. Also, it uses competitive pricing
strategy while keeping its prices low so as to
gain competitive edge in a marketplace and
also develop a significant position across the
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globe.
Place The place involves the transformation of goods
from one place to another and also it involves
several intermediaries such as wholesalers,
retailers and consumers across the globe
(Kotler, 2019). The manager of Travelodge is
one of the budget hotel that emphasise to sell
its products among its clients through online
websites and also it has strong relation with
suppliers which provide easy accessibility of
raw materials at a reasonable cost. It majorly
focuses on improving online websites so as to
provide greater ease of convenience among the
large group of individuals across the globe. It
is located in UK and Ireland which cover a
large segment of customers and boost the sales
in a marketplace.
Promotion This involve the strategy that persuade
customers to buy the product as the main
motive of promotion is to increase sales. The
manager of Travelodge uses multiple medium
such as advertisement, print media and
electronic media in order to induce customers
to purchase the product. The manager of
Travelodge uses several modes such as digital
marketing which is most popular medium as it
induces the clients to buy the product which
maximise the sales of a firm. The firm also use
sales promotion tactics which creates more
sales.
Physical Evidence This involve the process of appearance of
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product which is presented to customer which
includes visual merchandising, store layout and
so on. The manager of Travelodge use to sell
its product which involve distinct colour
packaging and different colour patterns and
also make use of online websites and social
media platforms such as Facebook, Instagram
and many more and also it provide information
regarding online bookings, availability of
rooms and many more which provide greater
ease to their guest as it saves both time and
cost.
Process This involve the systematic procedure of
working that involve series of steps so as to
facilitate smooth flow of activities in an
effective and efficient manner (Krasyuk and
et.al., 2017). The manager of Travelodge
conduct market research and understand
several needs and requirements of customers
and also provide timely delivery of items
which in turn increase the efficiency and
productivity within the confines of hospitality
industry.
People This involve the subordinates who are working
in an organisation for accomplishment of a
goal in a respective time period. The manager
of Travelodge has highly trained staff who
work with greater zeal so as to produce desired
level of output. Also, the manager of
concerned firm maintain good relations with
suppliers in order to acquire raw materials at a
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low cost which provide excellent quality of
products among the group of customers across
the globe.
4) Provide proposals on how Travelodge could improve customer service as a part of marketing
campaign
It is necessary for every firm to provide such product and services to their clients or guest
so as to make them feel delighted and happy (Kurinji and Magesh, 2016). The manager of
Travelodge provides fast and efficient services to their clients and also deal with excellent
offerings so as to generate large base of customers around the globe. In the context of
Travelodge, the proposal is provided to improve the level of customer service is presented as
follows:
Proposal
Strategies Details
Identification of needs and wants of customers This is one of the foremost steps as it is
essential for every aspect of a business to
understand the demand of customers which can
be possible through an efficient market
research. This provide the greater idea to the
manager of Travelodge to determine the new
and emerging trends and lifestyles of
customers and also, they identify the nature of
competitors which assist the firm in
formulating an appropriate strategy so as to
gain competitive advantage across the globe.
therefore, it boosts the sales and profitability of
a firm within the confines of hospitality
industry. The concerned firm prepare an
appropriate strategy so that it could accomplish
the task and generate giant number of
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customers from different locations.
Timely feedback or suggestions from clients Feedback play an important role in an
organisation as it aids in accomplishment of
task in a very short span of time. This provide
the details regarding the product or services
that is being offered to guest as they help in
collecting information so that necessary
improvement could be made further. The
manager of Travelodge always collects
information from their clients so that they
could implement the changes and also it
creates a positive connection between both
parties which generate more sales. In addition
to this, feedback aids in improving the
effectiveness and facilitate proper coordination
in a workplace.
Renders an effective training This is most crucial aspect as it emphasises on
proper development of each and every
employee as it inculcates confidence and
determination among them (Quelch, 2017).
The manager of Travelodge renders an
effective training among their subordinates so
as to make them capable of handling
sophisticated machines which in turn increase
the sales in a marketplace. The manager of
respective firm provides specialised training to
them and also make them capable of accepting
challenging task as well as accepting changes
that are taking place in flexible environment so
that they could attain the goal within a limited
time period. Therefore, it improve the
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satisfaction level and employee retention for
longer time period and also they work with
zeal and complete the target in a shorter time
period which ensures greater success in future.
Resolving all queries and complaints of
customers
It is most important to solve the queries,
complaints at a proper time so customer could
not face any further issues. The manager of
Travelodge renders an effective solution to
their customers and also emphasise on
delivering fast and efficient services so as to
generates maximum satisfaction. Also, the
employees focus on redressing the queries and
issue of their guest in an effective manner
which make them feel satisfied and thus
develop customer loyalty at a global level. The
senior authority provides a fast solution to their
clients and also emphasise on timely delivery
of merchandise in order to generate more sales.
Recognising and rewarding the loyal customers This is most important factor as the customer
who remain in contact with company for a
longer period of time would get rewards. The
manager of Travelodge would provide rewards
on the basis of several customer loyalty
schemes, bonus and discounts so that it could
generate more sales. This increase the
profitability and productivity within the
confines of hospitality industry.
Develop customer relationship management Customer Relationship Management (CRM) is
very important in an organisation as it help in
boosting the sales and generate more
profitability within a marketplace. The
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manager of Travelodge emphasises on
developing effective relation with customers
by meeting their expectations and requirements
so as to generate more sales. This improves the
overall productivity and generates maximum
satisfaction of customers across the globe.
CONCLUSION
From the above information, it can be summarised that the role of marketing is crucial in
an organisation as it help in accomplishment of business objectives in a respective time period.
The marketing consultant conduct a proper research so that it could get an idea regarding the
taste and preference of customer as this aid in generating more sales and profitability of a
company. Also, marketing mix is significant in an organisation as it determines the availability
of resources and assist in making proper decisions in an effective and efficient manner. Also, a
proposal is provided so as to improve the level of customer service and to make them feel
satisfied and delighted.
REFERENCES
Books and Journals
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Azarnivand, A. and Malekian, A., 2016. Analysis of flood risk management strategies based on a
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Bagozzi, R.P., and et.al., 2018. Marketing-Management. Walter de Gruyter GmbH & Co KG.
Balderjahn, I., 2016. Nachhaltiges Marketing-Management: Möglichkeiten einer umwelt-und
sozialverträglichen Unternehmenspolitik (Vol. 5). Walter de Gruyter GmbH & Co KG.
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Ding, H., and et.al., 2017. Dynamic analysis of a floating wind turbine in wet tows based on
multi-body dynamics. Journal of Renewable and Sustainable Energy,. 9(3). p.033301.
Festa, G., and et.al., 2016. The (r) evolution of wine marketing mix: From the 4Ps to the
4Es. Journal of Business Research. 69(5). pp.1550-1555.
Gaul, W. and Baier, D., 2019. Marktforschung und Marketing Management: Computerbasierte
Entscheidungsunterstützung. Walter de Gruyter GmbH & Co KG.
Goryushkina, N.Y., and et.al., 2016. Marketing management in the sphere of hotel and tourist
services. International Review of Management and Marketing, 6(6S).
Gottfried, O., and et.al., 2018. SWOT-AHP-TOWS analysis of private investment behavior in
the Chinese biogas sector. Journal of Cleaner Production. 184. pp.632-647.
Hollensen, S., 2019. Marketing management: A relationship approach. Pearson Education.
Hüttner, M., 2018. Marketing-Management: allgemein-sektoral-international. Walter de Gruyter
GmbH & Co KG.
Kotler, P.T., 2019. Marketing management. Pearson UK.
Krasyuk, I.A., and et.al., 2017. Marketing management in retail chains. International Journal of
Applied Business and Economic Research. 15(12). p.83.
Kurinji, T. and Magesh, R., 2016. Women Entrepreneurship in Tamil Nadu-A Qualitative Study
using Tows Analysis. Asian Journal of Research in Social Sciences and
Humanities. 6(9). pp.1071-1080.
Quelch, J.A., 2017. Global marketing management: a casebook.
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