Marketing TOWS for Travelodge: Enabling Leading Brand

This report focuses on the marketing audits and TOWS analysis for Travelodge's marketing campaign 'Enabling Leading Brand'. It also discusses the marketing objectives, marketing mix plan, and proposals to improve customer service. The report aims to help Travelodge gain competitive advantages in the hospitality industry amid the COVID-19 pandemic.

MARKETING
MANAGEMENT
1

Table of Contents
Table of Contents.............................................................................................................................2
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...........................................................7
Marketing mix plan, suitable according to the objectives and their achievement over 12
month’s period.............................................................................................................................8
Provide proposals on how Travelodge can improve their levels of customer service with its
marketing campaign...................................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12
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INTRODUCTION
In present business market, marketing management is specifically being considered as one
of the crucial element which has held organisations to promote themselves and their products as
well. Over the years, any business organisation has taken into consideration of both traditional
and digital marketing that has impacted positively on their brand image and given competitive
advantages as well in this rivalry market (Chesbrough, 2020). On the other hand, some of the
pandemics like amid coronavirus outbreak brought financial crisis which has also impacted
negatively upon different promotions that organisations has performed in order to promote their
products and services. In present report, company that has been taken into consideration is
Travelodge which is looking forward to perform constructive marketing with the help of a
marketing campaign named as “Enabling Leading Brand”, which will help form in gaining
competitive advantages in amid Corona Virus outbreak as well.
This 12 months marketing campaign of Travelodge, will help company to consolidate its
existing position and also will help firm in gaining ample number of competitive advantages.
Including this, report is going to consider TOWS Analysis focusing upon the marketing audits, it
will also deliver the information of the three marketing objectives that company's marketing
department has desired to achieve. Lastly, assignment will also considered marketing mix and
how customer service that Travelodge can improve is mentioned.
MAIN BODY
Construct marketing TOWS for Travelodge by explaining the marketing audits
Marketing audit alludes to the extensive methodical assessment examination and
translation of business advertising condition covering both inner and outside elements,
hierarchical objectives, its procedures, the standards which are particular for the issues and
openings accessible for building up a marketing plan (Baker and et. al., 2020). The process like
marketing audits are specifically being considered as valuable in arranging different range of
activities so as to improve and upgrade the general execution of promoting exercises of an
organization. In order to better explain the marketing audits, TOWS model is utilized for
directing in general market review understanding the states of the market in connection with the
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association i.e. Travelodge where the marketing campaign has been developed named as
“Enabling Leading Brand”.
Travelodge is an organization which was built up in the year of 1939 and headquartered at
California, United States. The association is specifically offering different range of services
weather in hospitality industry among different countries like United Kingdom, Spain, United
States, Australia, New Zealand, Ireland, and some of the Asian countries as well. In present time,
company is specifically dealing with novel Corona Virus, which has brought financial crisis. The
National and global economies are considered to be influenced because of the effects of
coronavirus as the entire world is nearly in the lockdown (Whitworth, 2020).
The economies are not working as the malady is so deadliest and irresistible that it is hard
for hospitality industry as well to overcome the situation. So as to conquer the emergency of
coronavirus and the effects of it on the matter of the association Travelodge is intending to
immediately settle itself in the market as the main brand in the hospitality industry with the
assistance of marketing campaign named as "Enabling Leading Brand". In connection with this,
the element need to lead fitting statistical surveying so as to create viable crusade appealing
biggest client base and making them about the wellbeing and all the prudent steps taken by the
suppliers of hospitality industry. The TOWS model is used for breaking down and deciding the
economic situation and lessening the concerning hazard which is Novel Corona Virus from the
market.
TOWS Analysis of Travelodge:
In present context, in order to perform the marketing audit so that effectively analysis can
be done of the overall market and to analyse the impact of coronavirus, TWOS Analysis has
been performed underneath:
Travelodge Strength:
 Affordable pricing
strategy, has impacted
positively in grabbing
attention of the
customers (Lurie and
et. al., 2020).
 Grabbed already a
Weaknesses:
 High turnover ratio of
staff members, this
raised the issues like
low motivation and
conflicts among staff
members.
 Miscommunication at
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good market among
different countries
 Effective holiday
packages and luxurious
but affordable price
based accommodation
workplace due to low
motivation level
among staff.
Opportunities:
 Digital advancements
and online booking
with safety policies
and procedures like
sanitizing the rooms
and so on.
 Focusing on different
that sectors that are
effectively leading
even in the pandemic.
Strength/Opportunities:
 Effective holiday
packages given by
Travelodge to its
customers at
reasonable prices, will
be considered as the
opportunity for
Travelodge as it will
help company in
enhancing the
customer base
(Hollensen, 2019).
Weaknesses/Opportunities:
 With the help of an
effective compensation
policy high turnover
ratio of staff members
can be reduced to
minimal which can be
considered as
opportunity as it will
help form in enhancing
the employee
engagement towards
different range of
services offered by
company to the
customers.
Threats:
 Outbreak of deadly
diseases like amid
Corona Virus, has
raised ample number
of questions on overall
plans and the
procedures that has
been taken into
Strength/Threats:
 Affordable pricing
strategy is specifically
considered as a
strength for business
organisation which has
Travelodge but it may
also negatively impact
up on profit margins
Weaknesses/Threats:
 Brexit has specifically
made United Kingdom
as an open market,
attracted ample
number of customers
and due to less changes
company has made in
its services it may
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consideration by
Travelodge.
 Rising competition in
hospitality industry,
because after Brexit
reached to an end it
has brought
opportunities for
foreign business
organisations to
perform their
operations at United
Kingdom (Kotabe and
Helsen, 2020).
 Brexit’s impact on
performance level of
the company, because
Travelodge had to
made ample number of
changes among
different policies and
procedures followed
by Travelodge from
the existing ones
which was utilised by
buy them to fulfil the
needs and
requirements of
customers over the
years.
because of the rising
competition within
hospitality industry
and due to outbreak of
deadly diseases like
coronavirus.
 Another major strength
that came in front of
Travelodge is that it
has a strong customer
base, due to rise in
competition delete the
organisation to go
through ample number
of problems because of
the foreign companies
that are coming
continuously in
hospitality industry of
United Kingdom.
impact negatively on
overall performance
level of the company
(Visconti, Peñaloza
and Toulouse, 2020).
 Adoption of an
effective it system may
help all the staff
members of company
to reduce the chances
of miscommunication
but due to Brexit,
employees that belongs
to European union are
also living their jobs
with the fear of losing
them. Therefore,
developing effective it
system at workplace
may also raise
expenses and also
there are endless
chances of holding
negative impact in near
future on Travelodge.
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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 which has been developed by Travelodge is “Enabling Leading
Brand”, which will not only impact positively on overall profit margins of the company but it
will also improvise the brand image at international level that will also lead to gain ample
number of competitive advantages (Iankova and et. al., 2019). On the other hand, there are
specifically the three marketing objectives which has been set by Travelodge considering the
marketing campaign and these are presented underneath:
Objective 1: To enhance the sales by 20% within 12 months through developing customer’s trust
considering all plans and the procedures in relation to safety and security.
 Building trust through sanitising the hotel premises- By taking a range of precautions
at the worldwide pandemic circumstance, which has already taken place that is Novel
Corona Virus. Therefore, it is turning into an ordinary requirement for hospitality
industry to purify and clean their rooms that are available in the hotel so as to ensure that
the clients trust the association and their contributions. In order to attain the above-
mentioned goal, Travelodge has already spreading awareness in relation to how they will
be taking care of their own personal hygiene and of the customers as well through
sanitizing every single room just before a client visits it. The procedure which is being
mentioned above will not only help hotel to spread awareness with the help of Enabling
Leading Brand marketing campaign but it will also improve trust of customers among
services that are being offered by this hospitality organisation (Johnsen, 2018).
Objective 2: To improve customer base by 10% within 12 months through offering unique and
safe service line.
 Unique service offerings- Over the years, every single organisation and hospitality
industry is looking forward to deliver unique services to the customers. In the same way,
Travelodge is also delivering information to customers with the help of their marketing
campaign named as “Enabling Leading Brand”. Basically, Travelodge has started
holiday packages as well including transportation, sightseeing and many more other
adventurous services with accommodation based on the client requirement. Also,
company has taken into consideration of safety and security procedures in order to keep
members along with the clients safe from pandemic Corona Virus.
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Objective 3: To enhance profit margins by 30% in next 12 months through accepting payments
considering the cryptocurrency.
 Enhancement of the profit margins- Public in today's business environment is still
holding cryptocurrency which can be considered as an opportunity for Travelodge, which
is also mentioned in the marketing campaign that has been developed by company to gain
competitive advantages named as “Enabling Leading Brand”. With the help of this, in
this pandemic clients can take into consideration of cryptocurrency in order to pay the
bills which has been generated by Travelodge for their accommodation (Kotler and et. al.,
2018). This will not only help company to gain trust of customers but it will also lead
company to gain competitive advantages because there are approximately minimal
amount of organisations along with the hotel change that are serving customers and
taking cryptocurrency in return.
Marketing mix plan, suitable according to the objectives and their achievement over 12 month’s
period.
Marketing is considered as the important and influential tool that is utilised by the marketers
in order to create the marketing plan for the smooth running and functioning of the company.
Marketing mix as a tool which is the sum total of seven different factors that put emphasis on the
basic requirements address needs of marketing that are arranged in order to develop suitable
activities and efficiently achieving the marketing goals and objectives. Along with this the below
marketing plan is launched for the fresh marketing campaign named enabling leading brand by
the travellers in order to give significant attention towards the various marketing segment.
Therefore the plan is elaborated below:
Product: It is considered as the first factor of the marketing mix plan that impresses
regarding the providing of various products and services that are launched by the company
towards their potential customers by considering their requirements demands and satisfaction. In
terms of this Travelodge make sure that their customers always feel safe and secure in their
offered accommodation services and always available for their customers (Möller and Halinen,
2018). This campaign offer the significant opportunity in order to suitability understands the
sanitization procedure which is considered by the company. Despite from this the basic process
by considering the routine at the time of initiating project again also needs proper sanitization. In
addition to this company need to consider the digital Grounds in order to make sure the effective
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use of internet and Technology by adopting advanced digital devices as it provide comfort zone
to their potential customers regarding contact booking and their check in and check out.
Price: This element of marketing mix describes the price factor regarding the strategy of the
company that should be adopted by them in order to attract and retain their customers. Along
with this it is analyse that company need to offer affordable prices that are in the budget of their
customers. Considering this Travelodge is adopting penetration pricing that can become the
biggest strength and opportunity considering the current situation which is useful in attracting the
maximum number of customers. In regard of this the flow of money within the market gets
reduced by considering the choices and differences of customers and for this Travelodge need to
stick on the one pricing strategy (Müller and et. al., 2018).
Place: It defines the distribution channel of the company that can be used by both customers
and Organisation in order to provide their products and complete their suitable transactions. As
per this the marketing campaign that is developed by Travelodge is suitable and also notify the
company regarding their plan in order to make them the leader of market which is useful in
achieving the competitive advantage with the help of updated Technology in order to achieve
their prominent goals and objectives. Along with this the significant marketing campaign is
applied within the suitable operations of the company regarding this pandemic situation and it
also impacts the prominent face and economy of various countries and geographical locations.
Promotion: It is considered as the most significant element of the marketing mix tool as it is
useful in increasing the number of customers, sales and profitability of the company. In terms of
Travelodge their objective is to become the leader of market and achieve the competitive
advantage within the dynamic and tech savvy environment with the help of suitable marketing
strategies and internet. Along with this the promotional strategies that are adopted by the
company for its marketing and campaign include all the significant digital tools and social media
which are useful in increasing its number of customers and profitability (Olson and et. al., 2018).
People: It describe the workforce of the company that focus in order to offer the prominent
training and development to their manpower in order to maintain hygiene within the
organisation. In terms of this the manager need to keep track regarding sanitization and suitable
instructions considering the prominent activities in order to prevent them and their staff as well.
Along with this the significant training is helpful for the employees regarding their safety and
security and also teaches them about the cleaning activities and procedure.
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Process: This element describes the significant procedure which is followed by the company
in order to offer its product to their prominent customers. Along with this it concentrates
regarding the various methods for the execution of business that leads to eliminate the basic
hurdles and errors from the operational activities of the company. Along with this the significant
online procedure is developed by the Travelodge it is useful in offering their customers the
significant opportunities to purchase their products without any human contact and with the help
of online platforms as it makes the company more reliable for its survival.
Physical evidence: It is the last factor of the marketing mix plan that focus towards the
physical appearance and evidence of the company considering its marketing campaign and
operations. In terms of this Travelodge try to improve its online websites regarding the physical
appearance that is helpful in order to promote suitable activities and products of the company
and also leads to increase their sales and purchase transactions (Wang and et. al., 2019).
Provide proposals on how Travelodge can improve their levels of customer service with its
marketing campaign.
If it is talked about hospitality industry then rise of fear among public due to amid Covid-19,
has impacted negatively on customer loyalty. In order to reduce the impact of deadly disease on
the profit margins along with the productivity of the company and to build trust among clients,
Travelodge has taken into consideration of marketing campaign named as “Enabling Leading
Brand”. Alongside this, a couple of proposition are recommended to Travelodge in connection
with progress of their client care principles alongside the advertising effort. Some of these are
presented underneath:
 Taking feedback from clients: this is considered to be one of the crucial strategy which
can be adopted by Travelodge and this can also be included within marketing campaign.
Basically, it is one of the vital most methodology which is valuable for Travelodge so as
to comprehend the requirements and inclinations precisely of the clients. Criticisms will
permit the association to comprehend the worry of individuals and make them educated
and give them guarantee about their security the worldwide pandemic circumstance.
Client’s feedback will permit Travelodge to comprehend the clients all the more intently
and give them a superior assistance contributions and plan for better safety related and
security relayed systems alongside their other extra value added services like sanitizing
the room and so on (Ziemba, Jankowski and Wątróbski, 2018).
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 Featuring the campaign among different traditional and digital channels: “Enabling
Leading Brand”, which is considered to be an effective marketing campaign developed
by Travelodge will help company to connect with its customers among different channels
social media, billboards and so on. Travelodge is already a famous brand of hospitality
industry at international level which makes it exceptionally fundamental that the
association take into consideration of effective channels where they can communicate
with the clients in the most proficient and viable manner for giving them the best what
they are anticipating from the cordiality supplier. Channels like social media, broadcast,
television and many more will empower Travelodge in taking care of the questions and
issues of the customers alongside giving them quick and fast answers for their issues.
Customized and altered help will permit the association to be in better touch with the
buyers and furthermore improve their experiences that they have experienced while
utilising services offered by Travelodge.
CONCLUSION
Considering the above mentioned report, it can easily be said that until and unless vaccine is
developed by healthcare department it is really very hard to reduce the impact of pandemic
Corona Virus. On the other hand, with the help of marketing campaign like “Enabling Leading
Brand” and considering the different objectives it is pretty much clear that Travelodge can
effectively gain competitive advantages and become a leader within hospitality industry in near
future. It is also must for business organisations to take into consideration of updated
technologies while developing the marketing campaigns as it will help them in talking clients in
much effective and efficient manner.
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REFERENCES
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Tropical Medicine and Hygiene, 114(4), p.241.
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pandemic speed. New England Journal of Medicine, 382(21), pp.1969-1973.
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Ziemba, P., Jankowski, J. and Wątróbski, J., 2018. Dynamic decision support in the internet
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