Marketing TOWS for Travelodge: Objectives, Marketing Mix Plan

This document discusses the marketing TOWS for Travelodge, setting marketing objectives for the 'Enabling a leading brand' campaign, and the marketing mix plan for achieving the objectives. It also explores how Travelodge can improve customer service with its marketing campaign.

MARKETING
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Construct marketing TOWS for Travelodge by explaining the marketing audits.......................3
Stating and justifying 3 Marketing Objectives that should be set for the ‘Enabling a leading
brand’ Marketing Campaign over the 12 months period............................................................6
Marketing mix plan, suitable according to the objectives and their achievement over 12
month’s period.............................................................................................................................7
Provide proposals on how Travelodge can improve their levels of customer service with its
marketing campaign...................................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
In present business advertise, showcasing the board is explicitly being considered as one of
the significant component which has held associations to advance themselves and their items
also. Throughout the years, any business association has thought about of both conventional and
advanced advertising that has affected decidedly on their image picture and given upper hands
too in this contention market. On the other hand, a portion of the pandemics like in the midst of
corona virus outbreak brought money related emergency which has additionally affected
adversely upon various advancements those associations has acted so as to advance their items
and administrations (Bagozzi and et. al., 2018). In present report, organization that has been
thought about is Travelodge which is anticipating perform productive advertising with the
assistance of a promoting effort named as "Enabling Leading Brand", which will help structure
in increasing upper hands in the midst of Corona Virus flare-up as well. This a year showcasing
effort of Travelodge, will help organization to unite its current position and furthermore will help
firm in increasing adequate number of upper hands. Counting this, report will consider TOWS
Analysis centring upon the advertising reviews, it will likewise convey the data of the three
promoting goals that organization's showcasing division has wanted to accomplish.
MAIN BODY
Construct marketing TOWS for Travelodge by explaining the marketing audits
Marketing audit depicts the broad deliberate evaluation assessment and interpretation of
business publicizing condition covering both internal and outside components, various levelled
goals, its methods, the gauges which are specific for the issues and openings available for
working up a marketing plan (Iankova and et. al., 2019). The procedure like advertising reviews
are explicitly being considered as important in orchestrating diverse scope of exercises in order
to improve and update the general execution of advancing activities of an association. So as to all
the more likely clarify the showcasing reviews, TOWS model is used for coordinating by and
large market survey understanding the conditions of the market regarding the affiliation for
example Travelodge where the showcasing effort has been developed named as “Enabling
Leading Brand".

Travelodge is an association which was developed in the time of 1939 and headquartered
at California, United States. The affiliation is explicitly offering distinctive scope of
administrations climate in accommodation industry among various nations like United Kingdom,
Spain, United States, Australia, New Zealand, Ireland, and a portion of the Asian nations also. In
present time, organization is explicitly managing novel Corona Virus, which has brought
budgetary emergency. The National and worldwide economies are viewed as affected as a result
of the impacts of corona virus as the whole world is about in the lockdown.
The economies are not filling in as the illness is so deadliest and powerful that it is hard for
neighbourliness industry too to beat the circumstance. Regarding this, the component need to
lead fitting factual studying in order to make practical campaign engaging greatest customer base
and making them about the prosperity and all the reasonable advances taken by the providers of
cordiality industry. The TOWS model is utilized for separating and choosing the monetary
circumstance and diminishing the concerning risk which is Novel Corona Virus from the market.
TOWS Analysis of Travelodge:
In present setting, so as to play out the advertising review so that successfully examination
should be possible of the general market and to break down the effect of corona virus, TWOS
Analysis has been performed underneath:
Travelodge Strengths
 Affordable valuing
system, has affected
decidedly in catching
eye of the clients.
 Grabbed effectively a
decent market among
various nations.
 Effective occasion
bundles and sumptuous
however reasonable
cost based
convenience.
Weaknesses
 High turnover
proportion of staff
individuals, this raised
the issues like low
inspiration and clashes
among staff
individuals.
 Miscommunication at
working environment
because of low
inspiration level
among staff.
Opportunities
 Digital progressions
and internet booking
with security strategies
and techniques like
Strengths/Opportunities
 Effective occasion
bundles given by
Travelodge to its
clients at sensible costs
Weaknesses/Opportunities
 With the assistance of
a compelling pay
strategy high turnover
proportion of staff

sterilizing the rooms,
etc.
 Focusing on various
that divisions that are
adequately driving
even in the pandemic.
will be considered as
the open door for
Travelodge as it will
help organization in
upgrading the client
base (Yusuf and
Nilowardono, 2019).
individuals can be
diminished to
negligible which can
be considered as
happenstance as it will
help structure in
upgrading the worker
commitment towards
various scopes of
administrations offered
by organization to the
clients.
Threats
 Outbreak of dangerous
illnesses like in the
midst of Corona Virus
has brought up
sufficient number of
issues on generally
speaking plans and the
methods that have
been contemplated by
Travelodge.
 Rising rivalry in
neighborliness
industry, in light of the
fact that after Brexit
came to an end it has
carried open doors for
remote business
associations to play out
their activities at
United Kingdom.
 Brexit's effect on
execution level of the
organization, on the
grounds that
Travelodge needed to
made plentiful number
of changes among
Strengths/Threats
 Affordable evaluating
procedure is explicitly
considered as a quality
for business
association which has
Travelodge yet it
might likewise
contrarily affect up on
net revenues in light of
the rising rivalry inside
neighborliness industry
and because of flare-up
of fatal infections like
corona virus.
 Another significant
quality that came
before Travelodge is
that it has a solid client
base, because of
ascends in rivalry erase
the association to
experience abundant
number of issues as a
result of the outside
organizations that are
coming consistently in
accommodation
Weaknesses/Threats
 Brexit has explicitly
made United Kingdom
as an open market,
pulled in adequate
number of clients and
because of less
changes organization
has made in its
administrations it
might affect contrarily
on by and large
execution level of the
organization (Deisons,
2018).
 Adoption of a
compelling it
framework may help
all the staff individuals
from organization to
diminish the odds of
miscommunication
however due to Brexit,
representatives that has
a place with European
association are
additionally
experiencing their

various approaches and
techniques followed by
Travelodge from the
current ones which
was used by get them
to satisfy the
necessities and
prerequisites of clients
throughout the years.
industry of United
Kingdom.
occupations with the
dread of losing them.
Along these lines,
creating viable it
framework at working
environment may
likewise raise costs
and furthermore there
are unlimited odds of
holding negative effect
in not so distant future
on Travelodge.
Stating and justifying 3 Marketing Objectives that should be set for the ‘Enabling a leading
brand’ Marketing Campaign over the 12 months period
Marketing campaign that has been created by Travelodge is "Enabling Leading Brand",
which won't just effect emphatically on in general overall revenues of the organization yet it will
likewise ad lib the brand picture at worldwide level that will likewise prompt addition plentiful
number of serious advantages (Kotler and et. al., 2018). On the other hand, there are explicitly
the three advertising goals which have been set by Travelodge considering the showcasing effort
and these are introduced underneath:
Building trust through sanitising the hotel premises: As per this the objective is to
improve the deals by 20% inside a year through building up client's trust thinking about all plans
and the systems corresponding to wellbeing and security. By taking a scope of precautionary
measures at the overall pandemic situation, which has just occurred that is Novel Corona Virus.
Therefore, it is transforming into a conventional prerequisite for cordiality industry to
decontaminate and tidy up their rooms that are accessible in the inn in order to guarantee that the
customers trust the affiliation and their commitments (Möller and Halinen, 2018). So as to
achieve the previously mentioned objective, Travelodge has previously spreading mindfulness
according to how they will be dealing with their very own cleanliness and of the clients too
through disinfecting each and every room not long before a customer visits it. The system which
is being referenced above won't just assistance inn to spread mindfulness with the assistance of
Enabling Leading Brand marketing effort yet it will likewise improve trust of clients among
administrations that are being offered by this friendliness association.

Unique service offerings: In this the prominent objective is to improve client base by 10%
inside a year through contribution exceptional and safe help line. Over the years, each and every
association and neighbourliness industry is anticipating convey exceptional administrations to
the clients. Similarly, Travelodge is additionally conveying data to clients with the assistance of
their showcasing effort named as "Enabling Leading Brand". Fundamentally, Travelodge has
begun occasion bundles also including transportation, touring and lot increasingly different gutsy
administrations with convenience dependent on the customer prerequisite (Olson and et. al.,
2018). Likewise, organization has mulled over of wellbeing and security techniques so as to
guard individuals alongside the customers from pandemic Corona Virus.
Enhancement of the profit margins: For this the objective is to upgrade net revenues by
30% in next a year through tolerating instalments thinking about the cryptographic money.
Public in the present business condition is as yet holding cryptographic money which can be
considered as an open door for Travelodge, which is additionally referenced in the showcasing
effort that has been created by organization to increase upper hands named as "Enabling Leading
Brand". With the assistance of this, in this pandemic customers can contemplate of digital
currency so as to take care of the tabs which has been created by Travelodge for their
convenience. This won't just assistance organization to pick up trust of clients however it will
likewise lead organization to increase upper hands in light of the fact that there are roughly
negligible measures of associations alongside the lodging change that are serving clients and
taking cryptographic money consequently (Ziemba, Jankowski and Wątróbski, 2018).
Marketing mix plan, suitable according to the objectives and their achievement over 12 month’s
period
Marketing Mix refers to the elements of Product, Price, Place and Promotion which are
required in order to create a marketing strategy for a company (Foroudi and et.al., 2017). Thus
the company’s managers are required to make sure that they are able to achieve the desired goals
and objectives in the future time period by creating a marketing mix.
Due to the impact which has been created by the COVID-19 pandemic all over the world
Travelodge is required to change its strategy effectively in order to make sure that it is able to
achieve the goals and objectives. It needs to make sure that its marketing campaign of “Enabling
a leading brand” can be successful so that it can consolidate its position in the market.
The elements of Marketing Mix in the context of Travelodge are as follows-

Product: It means the goods or services which are provided by an organization to its
customers. Travelodge provides services related to booking of hotels across U.K. and Ireland.
Following the impact of COVID-19 pandemic the business of the company has seen a rapid
downfall. This has created problems for the company as its profits have dwindled. Thus it is
launching the marketing campaign of “Enabling a leading brand”. Thus it is providing the right
services by using internet technology. This is so because following the impact of the pandemic
more and more customers will prefer dealing with the company through digital modes and many
payments will also be processed through this mode (Raduški, 2017).
The company needs to expand its range and must include more budget hotels in its
framework. By doing so, it will be able to attract more customers towards it. Also it needs to pay
attention to creating its brand image once again. It is required to offer its services at an efficient
level after pandemic so that it can return to profitability. It needs to make its services look better
than the other competitors so that the customers and clients can trust it over others. It needs to
tell them the reasons why they should prefer it for the bookings of the hotels and the value which
it will offer to them in return of the prices which they are paying. Therefore, a specific strategy is
required here on the part of the company to make sure that its marketing campaign of “Enabling
a leading brand” is successful in the market and can allow it to achieve the desired goals and
objectives and target profit maximization in the future time period.
Price: It refers to the amount of money which an organization charges for providing a
particular product or a service in the market (Goryushkina and et.al., 2016). A right pricing
strategy has to be adopted by the organizations for this purpose. After the impact of COVID-19
pandemic there has been a serious impact on the business of Travelodge. It is aiming to resurrect
its business by launching a marketing campaign of “Enabling a leading brand”.
There is a requirement for the company to pay attention to the pricing aspect. It is to
ensure that it is able to generate the demand for its services once again. Thus it should consider
reducing the prices of its services. This will ensure that it is able to achieve the desired goals and
objectives. This will help in generating demand for its services and will make sure that it covers
up the losses it has suffered due to the pandemic and brings its business back to profitability once
again. This will make sure that it is able to achieve its desired goals and objectives of its
marketing campaign and get ahead of its various types of competitors in the market.

Place: It refers to the location where a company operates its business (Kireev and et.al.,
2016). Travelodge has various hotels across the U.K. Thus it has a widespread range which
covers different types of customers as well as clients. Therefore the company has to make sure
that it includes various budget hotels also so that it can get its business back on track after the
losses suffered due to COVID-19 pandemic. Therefore there is a requirement for it to target
expansion in the market by adopting the right strategies. In this way, it can make sure that its
marketing campaign of “Enabling a leading brand” is successful. This will make sure that it is
able to achieve its goals and objectives in the future time period and also target profit
maximization.
Also, it is required that the right expansion strategies are used by Travelodge. Location of
the hotels is very crucial as it affects the business of the company. Thus the hotels in central
areas should be given preference. If the company adopts the right strategies then this will lead
towards a higher level of efficiency and effectiveness in the future time period without any issues
and problems and will help in obtaining a strategic edge.
Promotion: Promotion is a very important element of the marketing mix (Krasyuk and et.
al., 2017). This helps the companies to make sure that their product or service reaches the
customers. In the context of Travelodge, this is quite crucial because its business has been
impacted by the COVID-19 pandemic. Therefore it has launched the marketing campaign of
“Enabling a leading brand”. This will make sure that it is able to adopt the right strategies for
attracting the customers towards it.
It should make use of aggressive advertising tactics and must use the right sales promotion
methods. It can provide rewards to its loyal customers. It can make sure that it brings out the
required discount offers to provide discounts on hotel bookings. In this way it can make sure that
the customers are attracted towards availing its services. It has to assess the promotional
techniques which are being used by its competitors and has to make sure that it stays ahead of
them by using the right techniques and methods. By adopting the right promotional techniques it
can make sure that it is able to achieve its goals and objectives in the future time period an can
target profit maximization by obtaining a strategic edge over the various competitors in the
market.

Provide proposals on how Travelodge can improve their levels of customer service with its
marketing campaign
In the event that it is discussed neighbourliness industry, at that point rise of dread among
open due to in the midst of Covid-19, has affected contrarily on client steadfastness. So as to
diminish the effect of dangerous ailment on the overall revenues alongside the profitability of the
organization and to fabricate trust among customers, Travelodge has mulled over of showcasing
effort named as “Enabling Leading Brand". Close by this, two or three suggestions is prescribed
to Travelodge regarding progress of their customer care standards nearby the publicizing
exertion. A portion of these are introduced underneath:
Taking feedback from clients: This is viewed as one of the critical technique which can
be embraced by Travelodge and this can likewise be incorporated inside showcasing campaign.
Basically, it is one of the crucial most systems which is significant for Travelodge in order to
grasp the prerequisites and tendencies decisively of the customers (Klemettinen, 2018).
Reactions will allow the relationship to fathom the concern of people and make them taught and
give them ensure about their security the overall pandemic situation. Customers' input will allow
Travelodge to understand the customers even more eagerly and give them a predominant help
commitments and plan for better wellbeing related and security handed-off frameworks nearby
their other additional worth included administrations like sterilizing the room, etc.
Expert customer service team: It is another exceptionally possible proposition for
Travelodge as they can upgrade the data gave to the clients in such and upsetting circumstance
occurring on the planet. The client support group will hold of those specialists and experts who
are unreasonably holding possibility to properly impart and comprehend the questions of
customers and give them suitable arrangement inside no time making them cheerful and happy
with the contributions of the cordiality convenience offered (SPAHIC and Parıltı, 2019).
CONCLUSION
Considering the previously mentioned report, it can without much of a stretch be said that
until and except if immunization is created by social insurance division it is actually quite
difficult to diminish the effect of pandemic Corona Virus. Then again, with the assistance of
showcasing effort like "Enabling Leading Brand" and considering the various goals it is basically
certain that Travelodge can viably increase upper hands and become a pioneer inside
neighbourliness industry in not so distant future. It is additionally should for business

associations to mull over of refreshed innovations while building up the showcasing efforts as it
will help them in talking customers in much successful and productive way.

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