Marketing Management: Enabling a Leading Brand Marketing Campaign

MARKETING
MANAGEMENT
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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...........................................................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..............................................................................................................................11
REFERENCES..............................................................................................................................12
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INTRODUCTION
Marketing management is a procedure and more appropriately it is the organisational discipline
that concentrates on practical applications of all the unique and separated marketing orientation
techniques methods and tools on the organisations and for managing all the marketing related
activities and resources of the company (Bagozzi and et. al., 2018). Marketing is a sub head of
marketing management the company make appropriate analysis of the current situation doing the
external and internal factors affecting the business and appropriately making strategies with the
help of tools and techniques for enhancing the marketing activities of the entity and making the
most efficient use of all the resources available for conducting these activities. The report is
based on the marketing management of Travelodge as organisation is focusing towards quick
establishment of itself as the leading brand in the budgeted hotel market following the crises of
coronavirus. the organisation is establishing a marketing campaign known as “Enabling
Leading Brand”. The marketing plan of Travelodge marketing campaign covers a constructive
marketing TOWS for the company and accordingly developing three marketing objectives for
the campaign. More over the marketing mix plan for the marketing campaign is also examined in
order to achieve the developed the objectives within the period of 12 months. At the end some
proposals are suggested to Travelodge in relation with improvement of their customer service
standards as it is a part of their marketing campaign.
MAIN BODY
Construct marketing TOWS for Travelodge by explaining the marketing audits
The process of marketing audit refers to the comprehensive systematic evaluation analysis and
interpretation of business marketing environment covering both internal and external factors,
organisational goals, it's strategies, the principles which are respective for the assertive problems
and opportunities available for developing an action plan (Müller and et. al., 2018). The
marketing audit process is useful in planning and predetermined action in order to improve and
enhance the overall performance of marketing activities of a company. The TOWS model is used
for conducting in overall market audit understanding the conditions of the market in relation with
the respective organisation that is Travelodge and its marketing campaign known as “Enabling
Leading Brand”.
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Travelodge is a company which was established in 1939 and headquartered in a California US.
The organisation is basically referring to several hotel chains around the world serving is
operations specifically in United States, Canada, United kingdom, Spain, New Zealand,
Australia, Ireland and Asia. The world is facing the negative impacts of the deadliest diseases
which recently outbreak as an infection in named as covid-19 (Becker, 2019). The National and
international economy is our diversity affected due to the impacts of coronavirus as the whole
world is almost in the lockdown. The economies are not functioning as the disease is so deadliest
and infectious that it is reading a very fast pace. In order to overcome the crisis of coronavirus
and the impacts of it on the business of the organisation Travelodge is planning to quickly
established itself in the market as the leading brand in the budgeted hospitality industry with the
help of a marketing campaign known as “Enabling Leading Brand”. In relation with this
campaign The entity need to conduct appropriate market research in order to develop effective
campaign attractive largest customer base and making them about the safety and all the
precautionary measures taken by the hospitality provider. The TOWS model is utilised for
analysing and determining the market condition and reducing the concerning risk from the
market.
TOWS Analysis of Travelodge:
TOWS analysis is basically a tool or technique which is used by companies to generate compare
and select appropriate strategies (Olson and et. al., 2018). This model has similar routes with
SWOT analysis model but it is a technique which is used particularly for strategy generation and
selection where as a SWOT analysis is a tool used for audit and analysis. Travelodge is
introducing a marketing campaign for which tools analysis is constructed as follows:
Travelodge STRENGTHS WEAKNESSESS
OPPORTUNITIES  Digital Advancement
 Affordable pricing strategy
 Struggle in meeting
customer needs and
satisfaction
THREATS  BREXIT  Coronavirus
outbreak
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