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

This report discusses the marketing management strategies for Travelodge, including the TOWS matrix, marketing objectives, and marketing mix plan. It explores the internal and external factors affecting the company, sets objectives for the 'Enabling a leading brand' campaign, and outlines the marketing mix plan. The report also proposes improvements for customer service.

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
numbers of hotel
 Respective
hotel may
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which offer
similar kinds of
services that may
attract more and
more customer
toward them
(Gölgeci and
Kuivalainen,
2020). For
example 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
competitive
advantage as
compare to
Travelodge.
change their
interior design
and adopt
attractive
styles which
help them in
attracting
more
customers.
 They must
also chance
their service
style and try
to offer
premium
quality
products and
services to all
customers as
that help in
increasing
business
(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
customers.
In respect of this section
management of
Travelodge need to
overcome from their
weakness as they must
provide quality and
premium services to all
Respective company
also attain
opportunities by
improving and
overcoming their
weakness effectively
such as they may
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 The interior of
respective hotel is
based on old and
tradition ways which
are considered as
boring and plain
looking.
customers who help in
increase sales and it also
help in overcoming
threat for decreasing
sales due to competitors
(Martínez-López and et.
al., 2020). In addition to
this respective company
also need to redesign
their interior according
to which they need to
adopt new style and
technology as that will
also help in attracting
more audiences towards
the hotel.
adopt new technology
as well as interior at
their workplace
because through it
they get opportunity
to attract more and
more audiences
towards the hotel that
leads to increase in
sales and profit. In
addition to this
company also need to
change their services
style and prices so
that they can offer
premium quality
services to all
customers as this will
make customers loyal
which increase sale.
Strengths  Travelodge offer their
facilities at the
affordable price
which help them in
attracting huge
numbers of customers
towards their hotel.
 The respective
company runs a
program according to
which they offer a
Travelodge is
conducting its business
from numbers of years
due to which they have
several loyal customers
as well as they also offer
several programs which
attract customers
through this respective
company may overcome
threat of decreasing
The respective
company has
strengths that they
offer quality services
at the budgeted prices
which help them in
attracting customers
at the hotel which
help hotel in adopting
new technology and
interior as they are
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Business Account
card to customers in
order to make loyal
customers in the
marketplace.
sales due to competitors
like Holiday Inn, Hilton
Hotel, Red Roof Inn and
so on. As these
company offer quality
services but its price are
comparatively high then
Travelodge. So by
offering services at the
budgeted prices
respective company able
to attract customers and
attain competitive
advantages at potential
marketplace.
also financially strong
for adopting changes.
They also offer
different cards or
programmes for
customers as that
retain customers for
long time.
2. Marketing objectives for ‘Enabling a leading brand’ campaign.
Under the marketing campaign of ‘Enabling a leading brand’, following three objectives
are to be considered by the management of Travelodge:
1. To increase the number of followers on Instagram and Facebook pages by 18% in the period
of next 6 months.
Social media platforms such as Instagram and Facebook helps in generation of leads by
using paid form of advertising and reaching out to potential customers. For the ‘enabling a
leading brand’ campaign, the management of Travelodge aims to increase the social media
presence and the number of followers on Instagram and Facebook pages by 18% using blogs and
articles and running paid advertisements on these channels in the next six months. Instagram and
Facebook are widely-popular among the millennial generation which is the target market for
Travelodge under its ‘Enabling a leading brand’ campaign in the budget hotel industry
(Zsarnoczky, 2018). With the help of increasing followers on these channels, limited brand
awareness and low international presence can be eliminated by the management of Travelodge.
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2. To increase the conversion ratio by 25% for online leads generation in the period of next 9
months.
The management of Travelodge aims to increase the conversion ratio for online leads by
25% in the period of next nine months. For the purpose, technology such as augmented reality,
virtual reality and artificial intelligence will be used to increase and enhance the experience of a
customer during the online booking process. With the help of AR and VR, the customers will be
able to get a look at the rooms and services provided by the company which will further assist in
their decision-making process (Nayyar and et. al., 2018). Artificial intelligence can be used to
provide recommendations and assist the customer in making decisions. Along with technology,
management also aims to use sales promotional tools such as first-time discount and coupons for
increasing conversion ratio as well as building a new base of customers. Hence, attainment of
this objective will help in improving the revenue and establishing a strong brand image under the
marketing campaign for Travelodge.
3. To increase the sales of the company by 12% in the period of next 12 months.
The management of Travelodge has an objective to increase the sales of the company by
minimum 12% in the period of next twelve months under its marketing campaign for ‘Enabling a
leading brand’ in the budget hotel industry. For the purpose, additional services such as voice-
assistants in room, high-speed internet etcetera will be provided to foster repeated sales and
increase the revenue of the company. Also, customer loyalty programs and referral programs will
be implemented to ensure customer loyalty and generation of new customers simultaneously.
Hence, accomplishment of the above mentioned marketing objectives will help the
management of Travelodge to establish the image of a leading brand in the budget hotel industry
post Covid-19.
3. Marketing Mix Plan.
Marketing Mix refers to the primary focus areas or the variables which are controlled by a
business organisation for increasing sales of a product or a service (Khan, 2014). Elements under
the marketing mix forms the part of the comprehensive marketing plan for an organisation.
Marketing Mix Plan that needs to be followed and considered by the management of Travelodge
for achieving the objectives under ‘Enabling a leading brand’ campaign is being described as
follows:
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Product: Product refers to the item or service which has been designed to satisfy the needs
and requirements of customers and earn profit. Travelodge currently offers a range of budget
rooms with single and double occupancy with basic and limited services. For attainment of the
objectives under marketing campaign of company, the management of Travelodge needs to offer
additional services such as integration of room-assistance technology such as Amazon’s Alexa
by which customers can control the temperature and lighting of the room, high-speed internet
and Wi-Fi etcetera (Ciriković, 2014). Along with this, a high quality of customer service needs to
be provided by the management of Travelodge and the provision of personalised experience and
services needs to be provided to the customers.
Price: Travelodge currently follows a low cost strategy where the customers can stay for
longer vacations with limited budgets. Under the campaign, the price of the products and service
being provided by the company needs to be kept similar to maximise the money’s worth for the
customers. The objective of marketing campaign is to target millennial generation and the huge
number of tourists visiting the country by providing them the best quality of high-tech room
service at very affordable prices. Thus, the pricing strategy will not be influenced to a very
significant extent under the marketing campaign of the company for obtaining the leadership
position in budget hotel industry.
Place: Targeting customers using multi-channel marketing strategy is essential for the
management of Travelodge to accomplish the marketing objectives. Development of mobile
applications and website which are compatible with a range of electronic devices such as
smartphones, laptops, tablets etcetera is the important aspect of how products and services will
be offered to the target customers by Travelodge ((Bhargav, 2017). Both online as well as offline
distribution channels will be used by Travelodge. Travelodge also gains strategic location
advantage since most of the hotels by the company are located near busy roads, airports etcetera
to target tourists and visitors in the area.
Promotions: For branding and advertising under the marketing campaign of Travelodge,
extensive use of social media platforms such as Instagram and Facebook to target millennial
generation will be made. With the help of these platforms, engagement and interaction with the
potential customers is sought and regular flow of information about the products and services
offered by Travelodge is also envisioned (Tuten and Solomon, 2017). Additional tools of sales
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promotion such as discounts, coupons, customer referral bonus and loyalty cashbacks will be
used for increasing the sales and revenue.
People: Customer service is the most important factor which is central for the success of a
hospitality business organisation and also determines the level of customer satisfaction. For the
achievement of high-brand value and the marketing objectives, the management of Travelodge
needs to train and develop its employee and workforce to provide the best quality of service.
Motivation and morale of the employees needs to be maintained to ensure passion and
commitment for better quality of customer service (Xiong and King, 2015). Through effective
training and education, important skills such as creative-thinking, communication abilities and
cultural awareness needs to be inculcated in the workforce which will help in better execution of
tasks and responsibilities.
Process: Process of delivering the service and products to the customer is equally
important as is the product and service in itself. The management of Travelodge needs to ensure
that both online as well as offline booking and registration process is hassle-free for customers
and use of over-booking policy needs to be eliminated. Electronic kiosk for smooth check-ins
and check-outs need to be arranged which require very little assistance or input from the staff.
Smooth and range of flexible payment options also needs to be provided for improving the
overall service delivery process (Ozturk, 2016).
Physical Evidence: In context of hospitality industry or service industry, physical evidence
has great importance due to the intangible nature of the service being offered. Physical elements
such as dressing and appearance of the staff, proper hygiene and sanitisation, clean reception
area, spaced lobby, interiors of the building etcetera need to be enhanced by the management of
Travelodge which can help in assuring the customers of the quality of service being offered by
the company. Physical evidence for Travelodge also extends to the design of company website
and application with implementing technologies such as AR, VR and AI that can establish a
strong brand image and reputation in the industry (Moro and Rita, 2018).
4. Proposal for improving customer service.
Customers are crucial part of business and it is responsibility of organisation to provide
better and effective services to customers. It is essential for Travelodge organisation to increase
customer services in order to meet with the needs and requirement of customers. There are
various advantages that could be accomplish by respective organisation by improving customer
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services. There are different activities conducted by Travelodge in “Enabling a leading brand”
marketing campaign (Kreutzer, 2019). This will lead to have significant impact on attracting
customers as well as increase customer base of business. Through this marketing campaign
respective company will be able to increase followers on social networking sites as well as
convert leads into potential customers. So it is important for consider effective and efficient
customer services approaches in order to satisfy customers as well as develop strong brand image
in market area.
It is important for Travelodge company to provide training to its employees so that they
can meet with the needs or requirement of customers. There are different types of training that
could be consider by organisation such as on the job training and off the job training. Both of
these training are effective in order to meet with customers requirement. Training will have
direct impact in enhancing capabilities and potential for employees for performing required task
in more better manner. Customers services of respective company will be automatically
increase when employees have correct knowledge and capability to provide services to
customers in more significant manner.
In order to improve customer services, respective organisation needs to work on
enhancing communication with customers. By improving communication Travelodge
organisation will be able to clearly provide information regarding the products and services
offered by respective company. Communication will lead to have positive impact on improving
customer services and full fill the requirement of organisation. Social networking site is
effective communication tool that could be consider by organisation in order to increase
communication with customers. Travelodge company can use this platform for understanding
needs of customers as well as proving information about different offering to customers. This
will increase strong relationship with customer as well as assist in improving customer services.
It is essential for Travelodge organisation to consider new and innovate technology in its
business. This will lead to have significant impact on improvement in customer services of
organisation and successful meet requirement of customer. New and innovative technology will
assist in increasing capability and potential for employees of performing customer service in
correct and accurate manner (Chaffey and Smith2017). This will enhance technical capabilities
of Travelodge and employees will be able to provide customer services in more creative way.
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Consideration of advance and updated technology will lead to help in properly implementing
business strategies. Due to this customer will be attracted towards respective organisation as
amazed with the offering of company. Innovative technology and creative techniques will lead to
enhancing experience of customers with the hotel of Travelodge.
Respective company should provide customized and personalised services to its customer
as this will have direct impact on experience of customers. It is crucial for customer services
team of Travelodge is sending personalised messages and replies to its customer in order
improve level of customer services. Due to this activity customers of Travelodge organisation
will feel valuable to business and it increase loyalty of customers towards business. Respective
company should always send personalise mails or messages which needs details as per their
requirement and needs. It is support in enhance in more visit of customer and develop strong
bound with its employees.
It is important for Travelodge organisation to rewards its loyal customers by different
discounts and offered. Rewarding to loyal customer will lead to have major impact in increasing
the level of customer services. It has been determined that in modern time, customer prefer
personalised services. By providing different offered or discount to customers which is
according to their needs and want then it will lead to enhance their level of customer experience.
The main role of customer service team is to provide support to customer as well as
resolve their issues. It is crucial for Travelodge employees to provide fast as well as convenient
support to its customers (Backman, 2019). By provide right and accurate services to customers as
well as resolving issues of customer is less time will lead to improve the level of customer
experiences. It is important the employees of respective company have proper solution or
information regarding the issues of customers. It will help in resolve queries of customer is no
time and developing strong brand image in market area.
CONCLUSION
From the above report it can be concluded that marketing management is the important
discipline of organisation which is focusing on providing guidance and direction for conducting
marketing activities. Management of different marketing activities are supportive in successfully
performing different marketing practices as well as accomplishing desired goals of organisation.
TOWS matrix is an effective tool that will support respective organisation to create better
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strategies for performing marketing activities of business. There are different ways that will lead
to successfully complete marketing campaign of business as well as attract large number of
customers towards business. Marketing mix consist of different marketing elements that is
crucial for increasing marketing activities and attaining objectives. Apart form this organisation
needs to consider creative customer service in order to provide better services to customers.
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REFERENCES
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Khan, M.T., 2014. The concept of'marketing mix'and its elements (a conceptual review
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