Travelodge's 'Enabling a Leading Brand' Marketing Plan Analysis

This report provides a comprehensive analysis of Travelodge's marketing strategy, focusing on the 'Enabling a Leading Brand' campaign. It begins with an introduction to marketing management and its application within the hotel and hospitality industry. The main body of the report includes a TOW...Read More

Marketing
Management
1

Contents
INTRODUCTION.......................................................................................................................................3
MAIN BODY..............................................................................................................................................3
1. Construct a Marketing TOWS for Travelodge, explaining the Marketing Audits that you have
undertaken in doing so.............................................................................................................................3
2. On the basis of these findings, state and justify 3 Marketing Objectives that should be set for the
‘Enabling a leading brand’ Marketing Campaign over the 12 months period..........................................6
3. Outline and examine the Marketing Mix Plan that your marketing plan needs to consider in order to
achieve these objectives over the 12 months period................................................................................7
4. Provide proposals on how Travelodge can improve their levels of Customer Service as part of their
‘Enabling a leading brand’ Marketing Campaign....................................................................................9
CONCLUSION.........................................................................................................................................11
REFRENCES............................................................................................................................................12
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INTRODUCTION
Marketing management is considered as company discipline that focuses on the
practically application of marketing techniques, orientation and methods within the enterprises as
well as organization marketing activities and resource. By adopting effective marketing
management a company able to attain its desire goal as well as objectives in effective manner as
they able to attract more and more customers towards offerings (Al-Surmi, Cao and Duan, 2020).
Organization given for the respective report is Travelodge, which is operating in the hotel and
hospitality industry across the United Kingdom. It is founded in 1985 as well as its head office is
located at the Thame, England, United Kingdom. The aim of respective report is to understand
about Travelodge marketing campaign i.e. “Enabling a leading brand”. Topic included in
respective report are TWOS analysis, Marketing objective, marketing mix plan and proposal for
improving customer services.
MAIN BODY
1. Construct a Marketing TOWS for Travelodge, explaining the Marketing Audits that you have
undertaken in doing so.
Marketing audit is considered as method or technique through which a company reviews
its marketing plan, strategy, objective and current activities. By adopting effective audit practices
a company able to develop proper strategies which help them in conducting activities in effective
way by attracting more and more customers towards the products and services (Brennan,
Canning and McDowell, 2020). There are several models that a company may adopt for
conducting marketing audit, from which main are mentioned below which are adopted by
Travelodge in respect of their marketing campaign i.e. “Enabling a leading brand ”:-
SWOT Analysis
Strengths Weaknesses
It is strength of respective hotel that they offer
their rooms or services at the affordable price.
Moreover, they also have offer business
It is weakness of Travelodge that they not same
like other budgeted hotel. It is so because this
hotel not provides its customers with whole
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account card for the business traveler as well as
they also use sustainability campaign in order
to promote green programmes at the premises.
This will help Travelodge to attract as well as
retain at the market place by having high
competitive advantage at marketplace.
range of products like other budget hotel as
they offer luxury hotel. Moreover, respective
hotel also have only basic décor which not help
them in attracting audiences at huge numbers.
Moreover, they are also not considered
appropriate for the large parties or family
function (Chernev, 2020). This may impact on
the respective company in gaining competitive
advantage at the potential marketplace.
Opportunities Threats
Respective hotel may conduct partnership with
other big hotel in order to increase market by
adopting smart marketing move. Along with
this they also need to change their business
operations and functions according to the
guideline for the COVID 19 as that will help
them in sustaining at marketplace by gaining
competitive advantage successfully. In addition
to this they can also expand their business
operations at the different locations of United
Kingdom and United State as that will help in
attract more travelers or audiences (Colbert,
2020).
There are several other budgeted hotels which
offer more well facilities as compare to the
Travelodge which may affect their business at
the marketplace. For example Day Inn,
Comfort Inn, Ramada Limited, Fairfield Inn
and many more. In current time there is change
in economic conduction of every nation due to
COVID 19 which will directly impact on the
business of Travelodge.
TOWS Analysis
Internal Factor
Strengths Weaknesses
In this section a company will
determine their strengths
which help in gaining
In this management will
develop strategies for
counter opportunities in
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External
Factor
Opportunities
opportunities. In respect of
Travelodge Hotel they has
strengths like they offer their
services at the affordable or
budget prices which help
them in attracting more and
more customers. In addition
to this, respective strengths
also help respective hotel to
attain opportunity of
expanding business at market
of United Kingdom and
United Stage. It will also help
in retaining business at the
long time in the potential
marketplace (Crick, Crick and
Chaudhry, 2020).
effective manner. In context
of respective hotel it is their
weakness that they didn’t
have attractive décor as well
as them also not provides
luxury facilities as compare
to other budgeted hotel. So
it is essential for them to
overcome weakness by
adopt new as well as
attractive décor material and
they also need to offer more
quality and luxury services.
It is so because through it
they able to attain
opportunity of expanding
business at the other
locations in effective
manner.
Threats
It refers to factor according to
which a company will
determine their strength
through which they can
overcome threats properly. In
respect of Travelodge they
have strength like they offer
rooms at budgeted prices as
well as they also have special
business cards or facilities for
business travelers which help
them in attracting business
In respect of this aspect a
company will develop
strategies to overcome
weakness so that they can
avoid threat effectively
(Gölgeci and Kuivalainen,
2020). In respect of
Travelodge they need to
adopt improve their décor at
the hotel as that will help in
attract more and more
customers. In addition to
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travelers in large amount. In
addition to this, respective
strengths will help hotel in
overcoming threats of decline
in business at the potential
marketplace of United
Kingdom (González-Zapatero
and et. al., 2020).
this, it will also help them in
overcoming threat of
decrease in sales as compare
to competitive hotels due to
basic services and décor.
2. On the basis of these findings, state and justify 3 Marketing Objectives that should be set for
the ‘Enabling a leading brand’ Marketing Campaign over the 12 months period.
By conducting above analysis it can be determined that there Travelodge have several
advantage through which they can attain competitive advantage at the potential marketplace, but
there are some weaknesses which they needs to overcome so that they can attain their desire goal
as well as objective of gaining advantage successfully. Through their strengths as well as
overcoming weaknesses respective hotel able to grab opportunities successfully as well as it will
also help them in overcoming threats successfully (Kotabe and Helsen, 2020). In respect of this,
management of respective hotel need to develop different strategies as well as plan so that they
can conduct their business operations and functions in successful manner at the potential
marketplace. In respect Travelodge they design or develop three marketing objectives so that
they can improve their market position by gaining competitive advantages. Below all three
marketing objectives of respective hotel is given:-
 Objective 1 - Travelodge want to improve their interior of hotel by adopting attractive
décor as well as they also want to renew their interior according to guidelines of COVID
19 in next 6 months.
According to this objective respective hotel will change their interior or premises décor
so that they can attract travelers or audiences in effective manner. Along with this they
will also change their functioning according to the guidelines provided by government for
preventing with COVID 19 such as maintaining distancing, all staff will wear mask and
gloves and many more.
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 Objective 2 - Travelodge want to expand their business at United Kingdom and United
State in upcoming 8 months for increasing their profit by 30 percent.
In respect of this objective respective hotel want to expand their business operations and
functions at the market of United Kingdom and United Stare in next 8 months because
through that they want to enhance their profit by 30 percent as well as through it they also
want to attain high competitive advantages at the marketplace (Lim, 2020).
 Objective 3 - Travelodge want to train their staffs in upcoming 10 months so that they can
perform their allotted duties in effective manners which increase their sales up to 40
percent.
According to this objective respective hotel want to train their staffs in next 10 months as
well as they will observe improvement in next 2 months so that they can conduct enhance
their sales by 40 percent. Moreover through it they also want to ensure that every staff
follows guideline related to the COVID 19.
3. Outline and examine the Marketing Mix Plan that your marketing plan needs to consider in
order to achieve these objectives over the 12 months period.
A marketing mix is considered as model which helps a company in analysis aspects
related to its products and services. It is also determined as set of actions or tactics that an
organization adopt to promote its brand, products and services at the potential marketplace.
There are main 4 of P’s of marketing mix plan which company need to considered i.e. products,
price, place, promotion as well as there is further addition of other three P’s i.e. people, physical
evidence and process. In respect of Travelodge they conduct marketing mix plan so that they can
attain their desire objective in 12 months because this analysis will help management in
developing effective decision as well as strategies according to situation. Below explanation of
marketing mix plan is given:-
 Product or services – It is considered as item which is offer by a company to their
potential customers so that their desire, need and wants get fulfilled. It is essential for a
company to offer products and services according to requirement, need and expectation
of potential customers (Lim, Jee and De Run, 2020). In respect of Travelodge they are
operating in hotel and hospitality industry so it is essential for them to offer quality
services so that they can attract as well as retain customers successfully. According to
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current situation it is essential for respective hotel to offer services and products by
following guideline of government. This is so because it will help in creating image that
they are taking steps for securing their customers from COVID 19 which help in gaining
competitive advantage at the potential marketplace.
 Price – It is considered as value of products and services which a company asks from
customers for attaining their products and services at the potential marketplace. For a
company it is essential to set price of the products and services according to economic
condition of customers (Lindgreen and Di Benedetto, 2020). In respect of respective
hotel, they need to set their price of room in budget form because due to COVID 19,
economic condition of people of every country gets decreased. So if respective hotel offer
budgeted or affordable services them able to attain their desire goal of attain high
competitive advantage successfully.
 Place – It is determine as point of sale. For a company it is essential to select that place to
display their products and services where it can attract customers easily as well as it is
essential that customer must able to reach to product in easily manner. In respect of
Travelodge they must open their hotel in those locations of United Kingdom and United
State where they can easily attract customers towards themselves. This may include
opening of hotel near railways station, airport, tourist place, local market and many more.
 Promotion – It is determine as that factor or practices which is adopted by a company in
order to attract more and more customer towards the products and services. For this it is
essential for a company to adopt attractive and effective promotional practices for
attracting customers. In respect of Travelodge they must use different promotional
activities for attracting more and more travelers towards their products and services. In
respect of this they may adopt digital technology, social media, press, print media and
many more as that will help them in attracting huge audiences at the potential
marketplace.
 Physical evidence – It is one of the main factors which are noticed by a customer when
they visited to any company or store (Martínez-López and et. al., 2020). So it is essential
for a company to design and develop their interior in attractive manner as that will help in
attracting customers as well as it will encourage people to visit store. In respect of
respective hotel it is essential for them to design their interior or physical evidence
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according to the guideline provided by government related to the COVID 19. It is so
because that will help them in attracting more and more customers towards the service in
current situation.
 People – It is determine as employees of a company who directly communicate or
interact with the customers and encouraging them to buy their products and services
effectively. For a company it is essential to have trained, skilled and knowledgeable
employees so that will conducted properly (Munuera Alemán and Rodríguez Escudero,
2020). In respect of Travelodge it is essential for them to train their employees so that
they can deliver services in effective manner or they can also hire experts who will
experience and skilled in respective field.
 Process – It is determine as system and procedure which is used by a company in order to
deliver their products and services at the potential marketplace. An organization need to
adopt proper process so that they can deliver quality services and products according to
customer need, demand and expectation. In respect of respect of respective hotel it is
essential for them to update their working process and procedure according to guidelines
provided by government for the prevention of COVID 19.
4. Provide proposals on how Travelodge can improve their levels of Customer Service as part of
their ‘Enabling a leading brand’ Marketing Campaign.
For every company it is essential to adopt effective practices which help them in
improving level of customer services. This is so because through it they can attract as well as
retain customers for the life time which help in increase in sales, profitability ratio and market
shares in effective manner. In respect of Travelodge it is essential for them to improve level of
Customers Services as that will help the in enabling as a leading brand at the potential
marketplace. There are several ways which respective company may adopt for this as that will
help in attainment of desire goal, from which some main practices are given below:-
 Make mobile marketing a better guest experience – According to this it is essential for
Travelodge to improve their mobile marketing effective because if there is in effective
mobile marketing customer not able to attract with the brand or product. This may
directly or indirectly affect the respective hotel market value and goodwill along with
decrease in sales as well as profitability ratio (Santos and Campus, 2020). So it is
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essential for respective company to conduct effective as well as attractive mobile
marketing for improving customer or guest experience.
 Adopt new technology for improving guest experience – In today’s time it is essential for
every company to adopt new technology so that they can attract customers as well as
retain them successfully. In respect of this, respective hotel may adopt several practices
such as voice assistant at room like Amazon’s Alexa, use interactive TV for greet and
guide customer, and adopt keyless entry and many more (Taylor, Reilly and Wren, 2020).
By adopting these technology respective hotel also become up to date which help in
attracting more and more customers.
 Provide guests personal streaming options – When an individual get addition service
they get attracted towards that brand or company, so that will provide opportunity for
companies to attract more and more customers. In respect of Travelodge they must
provide customer personal streaming option according to which smart TV will be
provided hotel on which guest can access their personal Netflix account or streaming
entertaining services. Moreover, through it respective hotel able to attract as well as
retain customers for the long period of time or life time.
 Respond to feedback of guest – For every sector companies it is essential to respond
feedbacks of customers because through that customer feel important and connected
toward the company. Moreover it also provides company ideas for the improvement. In
respect of Travelodge it is essential for them to respond feedback of customers so that
they feel connected as well as important at the hotel. This will help respective hotel in
increasing customer services in effective manner according to their requirement and
expectation.
 Develop connection with guest at personal level – For every company it is essential to
develop connection with the guest because through it they can increase their sales as well
as profitability ratio at the marketplace (Visconti, Peñaloza and Toulouse, 2020). In
respect of respective hotel it is essential for them to develop effective connection with
guest at the personal level because that will make them loyal toward the hotel. In addition
to this it will also encourage the customers to visit respective hotel gain whenever they
visit there as well as respective types of relation also leads to word of mouth marketing in
effective way.
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These are the main aspects which Travelodge need to follow for conducting their
business in effective manner as well as through these they also able to improve experiences
of customers which help them in gaining high competitive advantage in successful manner.
Along with this, it will also help respective hotel in increase their sales as well as profit at the
potential marketplace.
CONCLUSION
By analyzing above mentioned point it can be summarized that marketing plays an
essential role in the succession of a company because through that they can attract more and
more customers towards the products and services. Moreover a company need to considered
several aspects and theories while conducting its marketing campaign such as they can construct
TOWS and marketing audit because it help in understanding marketing. In addition to this they
also need to develop objectives related to aim and allotted time duration as well as they also need
to construct marketing mix plan which help in understanding market in effective manner
according to which plans or strategies can be develop. Along with this management also need to
propose strategies for the improving customer services as that will help in attaining desire goal as
well as objective successfully.
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REFRENCES
Books and Journals
Al-Surmi, A., Cao, G. and Duan, Y., 2020. The impact of aligning business, IT, and marketing
strategies on firm performance. Industrial Marketing Management. 84. pp.39-49.
Brennan, R., Canning, L. and McDowell, R., 2020. Business-to-business marketing. SAGE
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Chernev, A., 2020. The marketing plan handbook. Cerebellum Press.
Colbert, F., 2020. Marketing the arts. In Handbook of Cultural Economics, Third Edition.
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Crick, J. M., Crick, D. and Chaudhry, S., 2020. Entrepreneurial marketing decision-making in
rapidly internationalising and de-internationalising start-up firms. Journal of Business
Research. 113. pp.158-167.
Gölgeci, I. and Kuivalainen, O., 2020. Does social capital matter for supply chain resilience? The
role of absorptive capacity and marketing-supply chain management
alignment. Industrial Marketing Management, 84. pp.63-74.
González-Zapatero, C. and et. al., 2020. In search of optimal management of the purchasing–
marketing interface for new product development. Production planning &
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Kotabe, M.M. and Helsen, K., 2020. Global marketing management. John Wiley & Sons.
Lim, W.M., 2020. Challenger marketing. Industrial Marketing Management. 84. pp.342-345.
Lim, W.M., Jee, T.W. and De Run, E.C., 2020. Strategic brand management for higher education
institutions with graduate degree programs: empirical insights from the higher
education marketing mix. Journal of Strategic Marketing. 28(3). pp.225-245.
Lindgreen, A. and Di Benedetto, C.A., 2020. How to become a top business-to-business
marketing scholar.
Martínez-López, F.J. and et. al., 2020. Industrial marketing management: Bibliometric overview
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Munuera Alemán, J.L. and Rodríguez Escudero, A.I., 2020. Estrategias de marketing. Un
enfoque basado en el proceso de dirección. ESIC.
Santos, K.E.S. and Campus, A., 2020. Developed Skills of Marketing Students through Direct
Selling in Nueva Ecija. Open Access Library Journal. 7(02). p.1.
Taylor, M., Reilly, D. and Wren, C., 2020. Internet of things support for marketing
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Visconti, L.M., Peñaloza, L. and Toulouse, N. eds., 2020. Marketing management: A cultural
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