Marketing Management: TOWS Matrix, Objectives, and Marketing Mix Plan

Marketing Management

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1. Marketing TOWS matrix for Travelodge...........................................................................1
2. Marketing objectives for ‘Enabling a leading brand’ campaign........................................4
3. Marketing Mix Plan............................................................................................................5
4. Proposal for improving customer service...........................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing management can be describe as set of activities and task that is significant in
conducting marketing activities of business. It is important part of organisation as this will
support in performing business activities and task in more effective and efficient manner. There
are different marketing activities that needs to be managed in correct and accurate manner
(Westwood, 2016). This will help in enhancing sales and profitability of organisation. This
report is based on Travelodge company. This organisation is dealing in hospitality sector and
providing its products and services to large customer base. Travelodge organisation was
developed in year 1939 and its headquarter is located in California, U.S. This is a travel
company that is providing high quality hotels services to customers with the motive of enhancing
customer experiences. This report will include TOWS matrix in order determine different
factors that affect business. In this report different marketing objectives are developed for
marketing campaign for respective business. Marketing mix plan is developed for marketing plan
of business. Apart from this different ways and approaches has been determined in for enhancing
customer services.
MAIN BODY
1. Marketing TOWS matrix for Travelodge.
It is important for Travelodge organisation to determine its internal and external factors
that is affecting business. TOWS matrix is consider as significant tool or approaches that will
support respective company in determining different factors that will affect performance of
business as well as impact on capabilities of organisation (Chaffey, 2017). This is a tool that will
assist in analysing threats, opportunities, weakness and strength. Marketing TOWS matrix is
significant in developing strategies and action plan that will lead to successfully accomplish
desired goals and objective of business. Travelodge is a well established company and it is
essential for this company to analyse it internal and external factors that will have direct impact
on its performance. Marketing TOWS matrix in context of Travelodge organisation is mention
below.
Travelodge Threats Opportunities
 There are num-
bers of hotel
 Respective
hotel may
1

which offer simi-
lar kinds of ser-
vices that may
attract more and
more customer
toward them
(Gölgeci and
Kuivalainen,
2020). For ex-
ample Holiday
Inn, Red Roof
Inn, Hilton Hotel
and so on.
 Other budgeted
hotel are design
newly so their
interior are also
attractive which
help them in
gaining competi-
tive advantage as
compare to Trav-
elodge.
change their
interior design
and adopt at-
tractive styles
which help
them in at-
tracting more
customers.
 They must
also chance
their service
style and try
to offer pre-
mium quality
products and
services to all
customers as
that help in in-
creasing busi-
ness (Kotabe
and Helsen,
2020).
Weaknesses  Respective company
is budgeted hotel due
to which they not
able to provide all
quality and premium
services to all cus-
tomers.
 The interior of re-
In respect of this section
management of
Travelodge need to
overcome from their
weakness as they must
provide quality and
premium services to all
customers who help in
Respective company
also attain
opportunities by
improving and
overcoming their
weakness effectively
such as they may
adopt new technology
2