Marketing Management: TOWS Analysis, Objectives, Marketing Mix Plan, Customer Service Improvement

Marketing Management

Contents
INTRODUCTION...........................................................................................................................1
TASK...............................................................................................................................................1
1. Marketing TOWS of Travelodge based on the marketing audit..............................................1
2. Marketing Objectives for ‘Enabling a leading brand’.............................................................4
3. Marketing Mix Plan.................................................................................................................5
4. Proposal and recommendations for customer service improvement.......................................7
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing denotes the set of comprehensive activities aimed at boosting the sales and
revenue of an organisation and communicating the value of products and services that are being
provided to the potential customers (Kotler, 2012). Travelodge was founded in the year 1985
with headquarters at Thames, England, United Kingdom. It is the biggest independent chain of
budget hotels in United Kingdom with more than 570 hotels throughout United Kingdom, Spain
and Ireland (About Travelodge, 2020). The following report includes preparation of a marketing
plan for Travelodge in light of the company’s marketing campaign of ‘Enabling a leading brand’
in the budget hotel industry.
TASK
1. Marketing TOWS of Travelodge based on the marketing audit.
Marketing audit refers to the comprehensive and systematic approach for evaluating the
external and internal environment of an organisation with respect to determination of the
effectiveness of marketing strategy adopted by the company in achievement of organisational
goals and objectives (Wilson, 2005). It is the process of thorough review of the marketing tactics,
resources, goals, strategies etcetera being implemented by the company to determine what areas
of marketing plan needs improvement and which areas are performing well. Marketing audit for
an organisations is instrumental for determining the level of customer satisfaction and
consumption trends in the market. With the help of marketing audit conducted for Travelodge, a
marketing TOWS Matrix is being prepared as follows:
TOWS Matrix:
A TOWS Analysis is primarily an extension of SWOT Analysis where strengths and
weakness of an organisation are determined and further related with the external opportunities
and threats to enhance the purpose of strategic policy formulation (Ravanavar and Charantimath,
2012). TOWS Matrix for Travelodge hotels in light of the company’s marketing objectives is
being analysed as follows:
TOWS Matrix External Opportunities (O)
1. International expansion
2. Improving goodwill through
sustainability marketing
External Threats (T)
1. Increasing competition
within hospitality industry
2. Low brand awareness
1