Marketing Management: TOWS Analysis, Objectives, and Marketing Plan

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)
1

 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
2