Construct a marketing TOWS for Travelodge

REPORT
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Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Construct a marketing TOWS for Travelodge.............................................................................3
Justify 3 marketing objectives for campaign...............................................................................4
Marketing mix plan for 12 months..............................................................................................5
How Travelodge can improve customer service.........................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12
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INTRODUCTION
Marketing is a very board term which includes practices and strategies to promote and sell
products and services in the market. It allows in attracting people by sharing them info. Also, it
allows in making them aware about products. Besides, they are able to earn revenue and increase
sales in market. There require a proper marketing plan and objectives to promote and advertise.
the report describe about TOWS of Travelodge and 3 marketing objectives (Cooperman, and
Zeman, 2019). Also, it will be discussed about marketing plan and how company can improve
customer service.
MAIN BODY
Construct a marketing TOWS for Travelodge
Literature review
As said by George, (2016) marketing audit refers to analysing the marketing situation to
find out further opportunities for growth. It enables in gathering relevant data and info about
target audience. However, it is necessary to do effective marketing so that customers can be
attracted and retained. this allows in gaining competitive advantage. Besides that, in order to do
effective and attractive marketing there is need to do TOWS analysis. it is a framework which
shows strengths, weakness, threats etc. So, with that it becomes easy to gather relevant and
precise data from market and then do find out outcomes. Thus, after covid 19 impact Travelodge
wants to establish themselves as new and leading brand. For this they need to evaluate things
which is defined as (SWOT of Travelodge, 2019)
Threats
There may rise in competition in hotel industry which led to intense competition. So, due to that
it may be difficult for Travelodge to sustain in market for long term. They will lose market share
and customers as well (Domegan, and Davison, 2019).
There may be change in trends among customers as they prefer high budget hotels. So, they
might opt for high quality and safety services due to covid 19. For instance, accommodation,
room service, etc.
As Travelodge only operate in UK and does not have any plan for expansion. So, foreign tourist
may not be familiar with hotel. they may prefer to stay in another hotel such a Hilton, Marriott,
etc.
opportunity
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Travelodge can expand their operations in other European countries. This will enable in making
attracting more customers and increases sales and profit.
They can provide more services to customers including porter, room service etc. It will enable in
creating positive experience among customers and retaining them. Also, in this way, they will be
able to gain competitive advantage in industry.
Travelodge can target audience in which they can provide unique services to them. this will
result in establishing a new market in industry. Moreover, there will be increase in sales and
profits.
Hotel can do partnership with other hotel brands as well. it will help in their expansion in global
market.
weakness
Travelodge does not provide all types of products and services in budgeted amount. So, it is not
attractive in terms of decoration and interior design (George, 2016).
It is not suitable for organising large family functions and parties as there is lack of room space
available in it.
They do not provide full fledged services such as porter, room and concierge services
guest face risk of being turned down as hotel run on policy of over booking. Thus, it creates lack
of trust among them.
strengths
The hotel offers rooms at affordable rate which is low as compared to all other hotels in UK
They are having their own business account card which makes it easy for customers to book
rooms.
The company is highly committed towards maintaining sustainability. So, it adds to their value in
industry and gives them competitive advantage in hotel industry.
Hotel is having extensive presence in UK with more than 500 facilities. Thus people can easily
find hotel at suitable location and in budgeted price (Hamill, 2019).
Justify 3 marketing objectives for campaign
In order to do effective marketing, it is necessary to set out certain objectives. this is
because it provides a direction to company that what they have to do. Moreover, setting of
objectives enable in defining purpose of marketing campaign. So, managers are able to take
decision according to the objective set. Along with it, if objectives are properly set then it is easy
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