Construct a marketing TOWS for Travelodge

This report discusses the construction of a marketing TOWS for Travelodge, justifies 3 marketing objectives for a campaign, provides a marketing mix plan for 12 months, and explores how Travelodge can improve customer service. The report also includes a SWOT analysis of Travelodge and discusses the segmentation, targeting, and positioning strategies for the campaign.

REPORT
1

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
2

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
3

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
4

to make efforts in ways of achieving them. Also, data and info is collected on basis of those
goals. Furthermore, marketing plan is developed by taking into consideration of those objectives.
Likewise, after doing TOWS Travelodge has set 3 main objectives which is defined as below :
Creating awareness – it is the main objective which is set by company. Here, they want to
create awareness among people about the new services which are offered to them. The services
include more safety of customers and is based on contact less technology. Apart from it, by
creating awareness it will be easy to attract customers of middle class and fulfil their needs. In
addition, it will reflect that Travelodge care about customer safety during offering services and
they are very unique as well. Thus, it will create a positive image in their minds. So, if people are
aware about company services then they will prefer to avail it. Besides, short term goal is to
increase traffic up to 13% on website of firm (Heydari, and Mosanna, 2018)
Rise market share – it is objective in which Travelodge focus on increasing market share up to
8- 9% in UK market within 1-2 years. This can be done with help of marketing campaign. thus,
here company can provide various offers, discounts, coupons, etc. in order to attract customers.
they can provide new services with more safety measures. In this way, they can generate more
sales and profits in industry. Hence, it will be useful in increasing customer base as well and
converting new customers. Thus, market share can be gained and a strong brand image is
developed.
Focus on middle class customers- in this objective Travelodge will focus on middle class
customers by attracting them. this will be done by segregating them. So, company goal is to
increase customer base up to 11% of middle class customers. thus, by increasing customer base
hotel will be gain competitive advantage. Besides, there is opportunity for firm as after covid 19
people will like to save money and not go to premium hotels. It will led to increase in existing
customer base of hotel.
Marketing mix plan for 12 months
It is necessary for organisation to develop a proper and effective marketing plan. the plan is
based on marketing objectives that are set. It consists of many other elements as well such as
STP, marketing mix, budget, etc. which is included. Marketing plan is defined as strategies
which are being applied in future to attain objectives. In that it is described about current
marketing position of firm as well (Kirkby, and Hutchinson, 2019). Also, plan gives insight on
what marketing activities are to be undertaken to attain goals. besides that, it provides detailed
5

info about marketing strategies to be done, when and how. Furthermore, plan provide a strategic
direction to organisation. Similarly, for Travelodge a marketing plan is developed on basis of
objectives set. There are many elements in it which are followed. thus, it is described as below :
Executive summary- In this plan it has been described about marketing campaign of Travelodge
along with its objectives. Also, it is discussed about STP of plan and SWOT analysis of
company. Furthermore, the marketing mix is been described in it. in addition, in plan the budget
required and monitoring and evaluation techniques has been explained.
Company background – the company operate in hotel industry basically in UK. Ot was founded
in 1985 and its headquartered in London UK. there are total 570 hotels of company in entire UK.
It does not operate at global level but in UK and neighbour countries. Travelodge is UK largest
independent hotel brand.
Objectives-
To increase traffic up to 13% on website of firm
to increase market share up to 8- 9% in UK market within 1-2 years
to increase customer base up to 11% of middle class customers
SWOT
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 (Kramer, and Ning, 2019).
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.
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
opportunity
6

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.
hotel can do partnership with other hotel brands as well. it will help in their expansion in global
market.
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 (Nicholson, and Lagrois, 2018).
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.
STP
segmentation- It refers to segmenting of population on basis of several criteria such as
psychographic, demographic, geographic, etc. Here, characteristics of audience is considered in
it. So, here Travelodge will segment it on basis of demographic criteria in which they will do it
on income level.
targeting- in this audience is selected on basis of demographic criteria. this makes it easy to
identify audience and target them. So, as Travelodge is budgeted hotel thus they will target
middle income class level people.
positioning- it refers to positioning of services in market in such a way that customers are
attracted towards it. therefore, Travelodge will position it in through social media and on their
hotel building. It will enable in focusing on creating new image of hotel.
Marketing mix
product- this P refers to tangible products and services which are offered to people. It is analysed
that Travelodge offers limited range of services to customers. They are products consists of
rooms, and services are wi fi, laundry, food, etc. Thus, in this campaign as well products and
services offered will be same.
7

place- Here, the P refers to place where services are available. The location or place selected
must be suitable so that it is convenient for people to reach. Therefore, the Travelodge hotels are
located on city side. Thus, people can easily find it and reach out there (Salazar, and Veríssimo,
2019).
price – it refers to price at which those services are available to people in the market. Here, firm
follows a specific pricing strategy. They follow lowest pricing strategy to attract low and middle
class tourist and customers. Likewise, in marketing campaign as well Travelodge will focus on
keeping its price low for products and services offered to people. Moreover, this enable them to
gain competitive advantage in industry in terms of budgeted hotel
promotion – this P is for promotion of products and services in market. there are different
sources to advertise and promote services such as internet, social media, TV, newspaper, etc. It
allows in marketing of goods. similarly, Travelodge promote their services on social media. They
focus on using social sites such as Facebook, twitter, etc. to advertise. besides, e mail are also
being used by firm to attract people. Thus, the marketing of campaign will be promoted on social
media. The main focus will be on it as many people uses it in large number.
budget
In order to execute marketing campaign there is budget required in it. So, 12 month
budget is mentioned below:
Particulars
Janu
ary
Febru
ary
Mar
ch April May June July
Augu
st
Septe
mber
Octo
ber
Novem
ber
Decem
ber
Cash inflows
Opening cash
inflow 7000 8300
1068
2
13145
.88
15691
.45
18318
.43
21026
.48
23815
.16
26683.
94
29632
.19
32659.
19
35764.
11
Sales revenue
1000
0 10200
1040
4 10612 10824 11041
11261
.62
11486
.86 11717 11951 12190 12434
Other income 2000 2000 2000 2000 2000 2000 2000 2000 2000 2000 2000 2000
Total cash
inflows
1900
0 20500
2308
6
25757
.96
28515
.77
31359
.24
34288
.11
37302
.02
40400.
53
43583
.12
46849.
14
50197.
85
Cash outflows
Material 2500 1530
1560
.6
1591.
812
1623.
648
1656.
121
1689.
244
1723.
029
1757.4
89
1792.
639
1828.4
92
1865.0
61
Labour 2000 2000 2000 2000 2000 2000 2000 2000 2000 2000 2000 2000
8

Other expenses 2200 2288 2380 2475 2574 2677
2783.
702 2895 3011 3131 3257 3387
Administration
expenses 4000 4000 4000 4000 4000 4000 4000 4000 4000 4000 4000 4000
Total cash
outflows
1070
0 9818
9940
.12
10066
.51
10197
.34
10332
.76
10472
.95
10618
.08
10768.
34
10923
.92
11085.
03
11251.
86
Cash deficit /
surplus or
closing cash
balance 8300 10682
1314
6 15691 18318 21026
23815
.16 26684 29632 32659 35764 38946
Monitoring and evaluation
It is necessary to monitor and evaluate marketing campaign so that objectives are
attained. thus, in this campaign evaluation done is
KPI- there will be various KPI which will be used to evaluate plan. It will enable in measuring
results with set goals. in this way monitoring will be done (Gao and Mattila, 2020).
Measuring outcomes- the results obtained from plan will be measured with set objectives. This
will enable in proper execution of plan.
How Travelodge can improve customer service
It is evaluated that not only doing effective and attractive marketing is not enough. the
company has to retain their customers in order to gain competitive advantage. This can be done
by offering them high quality services and solving issues which they are facing. This is because
it is useful to gain their satisfaction and trust. With this, they become loyal and customer base in
increased in market. Besides that, to compete with rivals it is essential to retain customers. It
results in generating sales and profits. Thus, for Travelodge as well they can improve their
customer service level. it will be useful in marketing campaign as well. Thus, there are certain
ways through which company can enhance services. they are defined as below :
Taking customer feedback – here, by taking customer feedback it becomes easy to find out
what issues they are facing. Besides, it provides info about in what areas issues are being faced
and how it can be solved (Cooperman, and Zeman, 2019). However, by taking feedback through
mail, survey measure and strategies are developed. Also, their experience is measured that to
how much they are satisfied and value company. So, by solving issues a strong relationship can
9

be developed. In this way their trust and satisfaction is gained and they are retained for long
term. In addition, Travelodge can get idea about change in their needs and trends. So, on basis of
that services can be offered to them.
Increasing customer service team- in this Travelodge can increase their customer service
delivering team. so, more experienced and skilled people can be hired that offers high quality
customer services. Along with it, the team will deal only with complaints regarding customers.
thus, they will solve it in effective way. So, there will be a separate team which will handle and
manage all complaints. They will assist customers in proper way and solve their problem. In this
way, customer satisfaction and trust can be enhanced. Thus, customers complaints will be solved
quickly and it will lead to decrease in complaints as well.
Using CRM systems
by using CRM system customer service quality can be improved. the system will store
data and info of customers and on basis of that services will be offered to them. Besides that, the
system will provide data by processing it so that it is easy to find out what problem customer is
facing. Thus, on basis of it services will be offered to them. in addition, CRM system will store
data of customers for long time period. hence, in this way customer satisfaction is gained and the
are retained by Travelodge for long term. Alongside, with use of CRM there will be instant
communication of info. So, quick services can be offered from anywhere (Domegan, and
Davison, 2019).
Leverage multi channel service
In this company can focus on improving service channel. For that they can use mobile
phone, laptop, etc. to provide instant customer services to them. This will enable in satisfying
them. Moreover, 24*7 services can be provided to them. Thus, it will be useful in reducing their
complaints. So, by maintaining of multi channel service, the customers services are improved.
CONCLUSION
From above it is summarised that marketing plan enables in attaining of objectives in
effective way. it consists of strategies which are followed in it. Also, the 3 marketing objectives
are to create awareness, increase markets share and target middle class people. furthermore, there
are many ways through which customer service is enhanced such as use of CRM system, take
customer feedback, etc. that is used by Travelodge.
10

11

REFERENCES
Books and journals
Cooperman, J. and Zeman, A., Adobe Inc, 2019. Display screen with graphical user interface for
a marketing campaign. U.S. Patent Application 29/589,348.
Domegan, C. and Davison, K., 2019. Co-creating a Sea Change Social Marketing Campaign for
Ocean Literacy in Europe: A Digital Interactive Tool for Environmental Behavior
Change. In Social Marketing in Action (pp. 393-409). Springer, Cham.
Gao, Y. and Mattila, A.S., 2020. Visual Design, Message Content, and Benefit Type: The Case
of A Cause-Related Marketing Campaign. Journal of Hospitality & Tourism Research,
p.1096348020911444.
George, K.S. and Brooklyn Partnership to Drive Down Diabetes (BP3D), 2016. Our health is in
our hands: a social marketing campaign to combat obesity and diabetes. American
Journal of Health Promotion, 30(4), pp.283-286.
Hamill, J., 2019. From the President: Donate to maintain and expand the new SOF Public
Relations and Marketing Campaign!. Shakespeare Oxford Newsletter, 55(1), pp.2-4.
Heydari, J. and Mosanna, Z., 2018. Coordination of a sustainable supply chain contributing in a
cause-related marketing campaign. Journal of Cleaner Production, 200, pp.524-532.
Kirkby, S.D. and Hutchinson, W., Accenture Global Services Ltd, 2019. Marketing campaign
management system. U.S. Patent 10,282,746.
Kramer, J.F. and Ning, P.C., Groupon Inc, 2019. System for Marketing Campaign Specification
and Secure Digital Coupon Redemption. U.S. Patent Application 16/151,503.
Nicholson, C.L. and Lagrois, M., Nielsen Co (US) LLC, 2018. Graphical user interface to
monitor a marketing campaign. U.S. Patent Application 15/969,717.
Salazar, G. and Veríssimo, D., 2019. Qualitative impact evaluation of a social marketing
campaign for conservation. Conservation Biology, 33(3), pp.634-644.
Online
SWOT of Travelodge, 2019. [online] Available through : <
https://toughnickel.com/industries/Travelodge-Comprehensive-Business-Analysis-and-
International-Expansion-Plan>
12