Marketing Management Report: Analysis of Travelodge Strategies

This report examines the marketing management of Travelodge, a leading hotel brand. It begins with an introduction to marketing management and its importance in the business sector, followed by a discussion of TOWS analysis and marketing audits relevant to Travelodge. The report then explores the company's marketing objectives, focusing on enhancing brand awareness, increasing market share, and understanding customer behavior. A detailed marketing mix plan is presented, covering product, price, place, and promotion strategies. Finally, the report suggests ways Travelodge can improve its customer service levels. The analysis includes internal and external audits, PESTEL factors, and an evaluation of Travelodge's strengths, weaknesses, opportunities, and threats. The report aims to provide a comprehensive understanding of Travelodge's marketing approach and strategies for achieving its goals.

Marketing
Management

Table of Contents
INTRODUCTION.................................................................................................................................3
MAIN BODY........................................................................................................................................3
TASK....................................................................................................................................................3
1. Discuss TOWS and marketing audit in relevance with organisation.............................................3
2. Explain the marketing objectives in relevance with organisation.................................................6
3. Produce and examine the marketing mix plan to achieve the objectives over 12 month time
period.................................................................................................................................................7
4. Briefly describe organisation can improve the customer service level..........................................8
CONCLUSION...................................................................................................................................10
REFERENCES....................................................................................................................................11
Books & Journal:.............................................................................................................................11

INTRODUCTION
In business sector, marketing management plays a vital role for growth and
development. It is defined as way of planning something new regarding the product
advertisement and promotions and then implementing them according to the plan. Travelodge
which is the leading private independent hotel brand headquartered in UK. The company
deals in values types of hotels in different countries such as Ireland Spain. This report
includes marketing TOWS, marketing objectives, marketing mix plan and proposal for
improving customer service level. Hospitality sector is booming in the market and it is
necessary to you have a proper knowledge as well as information regarding the market
situation and trends. With deep market research, it is easier to carry out the functions and
operations of business at larger scale. Moreover, marketing management is wider and broader
concept which is to be adopted with proper consideration as well as correct measures so that
all the decisions are made effectively.
MAIN BODY
TASK
1. Discuss TOWS and marketing audit in relevance with organisation
Concept of marketing has a deeper impact on organisational functions and operations.
So, in relation with choose an entity Travelodge they uses two approaches which are tows
matrix and marketing audit to carry out their activities. The manager of entity needs to be
aware about the auditing procedure and process so that problem solves issues do not occur in
near future. Also, it has been examined that to conduct this method goals and objectives are
achieved properly by conducting analysis of the marketing activities. Therefore, main
purpose of the marketing audit is to improve and increase the productivity of work and
practices which have been undertaken by the organisation (Hollensen, 2019).
Marketing Audit
Marketing audit refers to method through which objectives plan tactics and strategies
and other on-going activities are being reviewed to analyse and examine whether they are
currently working or not and in which area improvement is needed (Visconti, 2020). With
help of this process, capital is used in most efficient manner also financial and non-financial
statements are being determined by the organisation with the help of the audit. It also helps in
analysing me weak spot of business and making it stronger so that market position and
progress of the enterprise increases at higher level. Furthermore, it has been also seen that it
requires deep knowledge of market and research analysis so that process is carried out

accordingly. This is further divided into two parts such as external and internal audit and
which are explained below-
External Audit- It is defined as to examine and analyse the factors are elements
which affect the progress and performance of business. During this audit Travelodge uses
PESTEL framework which is discussed below-
Political factor- This element includes tax, policies, governmental laws, Labour law
and many more. In relation with selected enterprise, they also have been affected by political
factors such as due to the implications of Brexit it is becoming difficult for them to carry out
their business activities and access the global market (Gupta, 2020).
Economic factor- Then another element is economic factor in which involves
inflation and deflation rate trade restrictions tariff and non-tariff, etc. Due to the changing
laws and legislations of government structure of Travelodge is being affected in negative
way. This is because rules and regulation related with labour and employees results in
frequent change and new policies.
Social- This is referring to elements which include religion, culture, age, income and
many more. The manager of the chosen enterprise makes strategy and tactics according to the
social factors so that decisions are made appropriately.
Technological factors- Technology has been a crucial part of business sector. In this
competitive era, technology is being used by everyone to get the work done in more efficient
manner. This includes using of artificial intelligence, hardware and software. Travelodge,
also use technology and which help them to be in touch with their customers for which they
use upgraded online management system (Adams,2019).
Environmental factors- This involves pollution weather waste management etc.
Many organisations focus on this factor so that corporate social responsibility is being
fulfilled by the entity properly. In relevance with Chosen Corporation they also use these
factors so that they perform their roles and responsibilities in well organised manner.
Legal factors- It includes contract agreements which are enacted by the law and
government. In this it is crucial to have a proper knowledge regarding the laws and act so that
problems on use and not face by enterprise Travelodge and their legal team is well aware
about such legislations which help them to make decisions during the process.
Internal audit- It refers to internal activities and factors which have a deep impact on
organisational functions as well as operations. These types of factors include financial
reports, processes, operations and many more. With the help of the internal audit and become
easier to identify and examine the weak areas which require improvement attribute scale.
Strength and weakness of internal audit

Strength-
 Main advantage of internal audit is that it helps enterprise to establish and develop
marketing campaign as well as helps in implementing effective Clan to achieve
objectives.
 Then, also with the help of this audit it is easier to identifying which sport of the
organisation (Martínez-Martínez, 2019).
Weakness-
 Main drawback of internal audit is that it doesn't provide actual results and mainly
focuses on financial performance and progress of business.
TOWS Analysis of Travelodge
Opportunities Threats
Strength
SO
Travelodge is located
globally and they have
largest market and customer
ratio (Wang, 2019).
ST
 The ranges of
services and food as
well as beverages
prices are being
provided by
Travelodge at
affordable rate which
attracts more
customers but also
slow down their
growth as well as
overall development
due to low profit.
Weakness WO
 Due to the
implication of Brexit
they are not able to
access the other
countries.
 Travelodge has the
opportunity to merge
up with other brands
so that activities are
being performed at
Wider level.
 Further, the selected
entity also has
opportunity of
introducing new
services which will
increase their sales
and market share
growth.
WT
 Due to the rise of
hospitality sector
which results in high
level of competition
and this is affecting
Travelodge
performance in the
market
 Also many other
hotels have been into
partnership or joint
ventures to get down
the selector enterprise
and which is a big
threat for the
company.
 Changing rules and
regulations of
government make it

difficult for
organisations to
sustain their business
for longer period of
time and also
employees turnover
rate is also increasing
which is a big threat
for the enterprise.
So, after going through the above stated matter, it is seen that TOWS analysis and
marketing audit are the crucial part of business which are need to be adopted by every
organisation so that mission and vision are achieved appropriately.
2. Explain the marketing objectives in relevance with organisation
Main aim of conducting the marketing campaign which is “enabling a leading brand
“by Travelodge of 12 month duration is being discussed below-
 To enhance and increase the awareness about the company and their services.
 Increase the customer as well as market share by making the Goodwill of the
company at wider level.
 To study the customer behaviour and their sweating reason. Also to analyse the
demand and requirements by the market.
 To Implement strategies and gain competitive advantage in this competitive era
(Goryacheva, 2020).
Rational for marketing objectives
Main reason for choosing the above stated marketing objectives is that with the help
of these objectives it will be easier to carry out the activities functions and operations in well
organised away without facing any issues of problems during the sales funnel. In order to
make customer more aware about the product services and brand conducting marketing
campaign will be beneficial for the company through which advertising as well as promotion
could also be done we are direct selling of distribution channel. Also, by considering these
objectives more effective strategies and tactics could be implemented and adopted by the
organisation which will also lead to positive result and outcomes (Chen, 2019).
Moreover, competitive advantage will be also gained by the Travelodge and this will
help them to use their resources as well as capital accordingly at optimum level. This also
results in making decision process easier as well as appropriate which can be further used for
growth as well as development. It is necessary for manager of marketing campaign to make
ensure that all the objectives are being fulfilled within a specific period of time so that
morning activities could be implemented in future perspective.

After a brief analysis of above matter it has been examined that it is important to have
a proper knowledge about the marketing campaign and reason for establishing it. This will
lead to you using of information and manpower in most efficient way. Further, time and
capital are to be required at larger scale when marketing campaign is to be established and
also it is needed to be pre-decided at what location their activities are going to be occurred.
Therefore, it is essential for company to focus on their marketing activities and operations so
that proper analysis is being done regarding their objectives. To achieve the objective deep
knowledge of marketing and high level of expertise is required so that campaign of the
organisation is being carried out properly. Different types of promotional and advertisement
tools can also be used to conduct the campaign in most effective way (Shabanali Fami, 2020).
3. Produce and examine the marketing mix plan to achieve the objectives over 12 month time
period
Planning is essential for business so that all the resources manpower and other
materials are used appropriately. It is not possible for any organisation to achieve the goals
without proper planning and tactics. So, Travelodge uses the marketing mix plan which helps
them to understand the market situation as a less customer behaviour full show marketing
mix is a set of different strategies and ideas which is being used by entities to gain
competitive advantage as well as analyse the customer requirements and demands. It is a
wider concept which is essential for the organisation so that all the information planning and
other activities are being used appropriately. Marketing mix include various elements which
are being discussed below-
Product- It is the first element of marketing mix which is defined as item or thing
which is being offered by the corporation to the customer with motive of fulfilling demands
and requirements. It is necessary to deliver products with total satisfaction as well as good
quality so that what customers are being attracted towards the organisation. In relevance with
selected enterprise there is no services are being provided by the Travelodge such as
accommodation services food and beverages safety security and many more (Nasution,
2020).
Price- It is a specific amount which is being charged by the entities to the customers
or consumers for delivering the goods and services to them. Without a price it is not possible
for any customer to take participate in sales female. Moreover in relation with the fusion
entity they use different types of pricing strategies such as the competition rising they are
adopting the competitive pricing strategy in which they offer to drugs and other services at
affordable rates other than their competitors.
Place- Then, further company/ location which specifies a location from where people
can easily access the store or a product of the company without facing any problem. It is

responsibility of the manager to have a deeper knowledge about the market and the customer
or target customers weather it will be easy for them to accept the location or not. In context to
Travelodge, they are located globally with convenient location which has them to who
attracts more and more end users for their hotel services.
Promotion- This element of marketing mix includes creating awareness regarding the
goods and services of the enterprise within the market and target customers. In relation with
selected entity, they use various types of promotional tools such as they use social media and
e-commerce websites for example- Facebook, LinkedIn, YouTube and many more through
which they are able to advertise their brand and services at large scale.
Process- This element specifies the layout which is being prepared by the
organisation for those two holes and the way a process by which customers can easily search
for the any services or a product. In relation with selected enterprise, barcodes are being
placed behind the product which helps both the customer as well as management to search for
the any product at emergence. The process is to be simple and effective so that problem of
conflicts is being eliminated up to some extent (Ak land, 2020).
Physical evidence- It involves warehouses, documents, bills, receipts and many more.
The chosen entity is located at different locations and has the hotels and their different types
of branches at different locations. With the help of physical evidence it gives proof that the
company as well as their products or services are physically present. It is necessary to focused
and have physical evidences so that customer trust increases towards the brand.
People- This type of element comprises of salesman, cashier, labour, watchmen,
employee who directly encounters the customers. In relevance with Travelodge they are well
aware about their people who put their effort in increasing the productivity of the business.
Through the specified people, all the activities are being carried out smoothly within the
business which also shows that employees and staff members manage and maintain the
customer relationship management for longer period of time.
After analysing the above marketing mix plan, it is observed that without planning
diversity elements cannot be used properly. Moreover it is duty of the manager of the hotel to
use suitable strategies as well as static so that the planning is being carried out appropriately.
Through the use of proper planning, risk associated with the process is also determined and
analysed which is beneficial for the company as they can develop preventive measures
according to the examined the problems (Kaushik, 2018).
4. Briefly describe organisation can improve the customer service level.
Customers are the core assets of organisation without which they cannot perform their
marketing and sales function. Market is dynamic which depicts that new entry of businesses
affects the existing customer new users by triggering their switching behaviour. So, it has

become essential to focus on customer feedbacks as well as problems which will help and
increase the company goodwill at larger scale. This also shows that it has become important
to increase the customer service level for rapid growth as well as overall development. Thus,
there are various types of ways through which Travelodge can improve and analyse their
customer service level at depth which are explained below-
 Providing practical training to service and staff team- The first way of increasing
the customer service level is by providing the real life and practical training to the
service team and people who did with customers regularly and a encounters them
personally. This will also help them to understand the customer’s queries, problems
and how to solve them within a specific period of time. Moreover, with the help of
this Travelodge can also increase their customer ratings by helping them with their
problem. Training is to be provided by the leader or manager of the organisation so
that performance and progress analysis of staff is being analysed appropriately.
 Feedbacks- Then, come the feedback stage in which overall experience of the
customer is being obtained by the organisation through the use of tools, forms
questionnaires, or different methods. It is the most beneficial way of improving the
customer service level as it will give a brief knowledge about customer perception
regarding the company and its services. Through the use of feedbacks, it is easier for
entity to make decisions and changes according to the customers preferences so that
they remain stick to the brand and do not switch to the other (Goldberg, 2019).
 Updated technology- n this dynamic world technology e has been an integral part of
growth and industrial sector. With the help of technology, companies can access their
customers as well as solve their problems in most efficient way within the time
period. So, the chosen enterprise uses the updated technology and online management
system through which they are able to engage customers towards their brand and
product. It is an expensive process but is most effective than the others as because
every individual nowadays use technology (Ndofirepi, 2020).
After examining the above paragraph it is seen that customer service level is
necessary to be improved so that demand and requirements as well as other
specifications by the customers are undertaken with proper considerations. It will also
results to increase of enterprise good well within the market and which will also leads
to increase of their market share as well as growth. With appropriate knowledge as
well as skills, customer service level could be increased at higher stage and which will
also help in positive word of mouth.

CONCLUSION
After a brief analysis of above report it has been concluded that marketing
management is the most important part of business which is needed to be carried out with
proper consideration. Furthermore it is also seen that decisions have email about tows matrix
marketing audit and marketing mix plan. Then, proposal for how customer service level can
be increased is being described in brief. The present report gives the brief knowledge about
the concept marketing management which will be beneficial for enterprise to use their
resources and capital accordingly. Therefore, knowledge and skills required at broad level to
understand the concept within the organisation.

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