BA Business: Marketing Management - Travelodge's Marketing Plan

This report provides a comprehensive marketing plan for Travelodge, focusing on its 'Enabling a Leading Brand' campaign. It begins with an introduction to marketing management principles and then delves into a detailed TOWS analysis of Travelodge, examining its strengths, weaknesses, opportunities, and threats within the competitive hotel market, especially in the context of the COVID-19 pandemic. The report then formulates and justifies three key marketing objectives aimed at enhancing sales, boosting profitability, and increasing customer footfall. Following this, it examines the marketing mix plan designed to achieve these objectives, including product, price, place, and promotion strategies. Finally, the report proposes ways in which Travelodge can improve its customer service as a part of its marketing campaign, offering recommendations to enhance the overall customer experience and reinforce its position as a leading brand. The report concludes with a summary of findings and recommendations.

Marketing management

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
TASK 1............................................................................................................................................1
Construct a Marketing TOWS for Travelodge, explaining the Marketing Audits that you have
undertaken in doing so. ..............................................................................................................1
TASK 2............................................................................................................................................3
Formulation and Justification of 3 Marketing Objectives...........................................................3
TASK 3............................................................................................................................................5
Examination of the marketing mix plan that have been proposed to achieve objectives............5
TASK 4............................................................................................................................................7
Proposal on the way in which Travelodge can improve its level of customer services as a part
of marketing campaign................................................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES .............................................................................................................................10

INTRODUCTION
Marketing management is explained as analysis, planning, implementation and control of
programs which enables the business entity to meet out the objectives on specific time period. In
any of the entity, marketing plays the crucial as it certainly allows to ensure that whether entity
will accomplish their goals or not in given time period (Bagozzi and et. al., 2018). Effective
marketing always allows the organisation to raise in per capital income as well as demand for the
number of goods within the market. In context of the file, the chosen entity is Travelodge which
is one of the hotel industry. Its headquarter is in Thames, United Kingdom whereas it was
founded in the year 1985.
In regards to the file, there are multiple number of question which will be addressed in it.
Firstly, TOWS will be discussed in it detail along with it marketing mix will allow the entity to
ensure that how they can accomplish their goals. Also, some of the ways will be suggested that
how organisation like Travelodge can improve their levels of customer services as a part of
leading brand.
MAIN BODY
TASK 1
Construct a Marketing TOWS for Travelodge, explaining the Marketing Audits that you have
undertaken in doing so.
In current market scenario, there is a huge competition where each of the entity must be
able to come with certain ideas and views so that they can perform effectively so that their
targets can be accomplished. In the similar way Travelodge also needs to understand that how
they are going to play each of the steps even in the time period of Corona Virus so that they can
take competitive lead in the market. In order to take lead within the market, it will be crucial for
the organisation that company should be able to develop proper marketing plan and work
according to their strength and weaknesses (Bojanic and Reid, 2017). In order to attain target, it
will be necessary for the management of Travelodge hotel to use TOWS analysis and detail
analysis on the model has been mentioned below:
TOWS analysis: It is the analysis model which is mostly used by entity at the time of
making any of the important decision. TOWS represents threats, opportunity, weakness &
strength and by considering this company can easily decide that what are those points where they
1

can work. Consideration to TOWS analysis will certainly allow Travelodge to build effective
objective through which they can easily give tough competition within the market. The detail
analysis of TWOS upon Travelodge has been mentioned below:
Components Opportunities Threats
Travelodge has the option to
develop effective marketing
campaign through social
media.
There is a higher percentage of
competition in the market.
Company has the option to
expand its business to new
platform (Hollensen, 2019).
Due to the effect of Corona
Virus, customers shows very
rear interaction towards hotel
industry.
Strengths SO
(Maxi – Maxi)
ST
(Maxi – Mini)Strong presence in the UK
market.
Company works with the
innovative ideas
Weaknesses WO
(Mini – Maxi )
WT
(Mini - Mini)Company have weaker
strategy positioning.
Conduct their business activity
in limited area.
SO (Strength – Opportunity): Looking at the above table, it is said that organisation
like Travelodge have number of strength such as their presence within UK market as well as
their way of introduction of innovative ideas. It certainly allows the entity to perform effectively
and on the other side there are two major opportunities for Travelodge and if they are able to use
them effectively then goals can be accomplished easily. The main opportunity for Travelodge are
marketing campagin and opportunity to expand their business to new platform. If both of this
section can be focused by the entity then there is higher possibilities for them to sustain in the
2

market even during the time period of Corona Virus. Also, company delivers their services at a
reasonable price which is the best part for Travelodge to accomplish their targets.
ST (Strength – Threats): The main threats for the company like Travelodge is high
competition ratio in the market and engagement of customers due to corona virus. In order to
deal with this major threats in current scenario, it will be important for Travelodge to work
effectively. For the purpose of dealing with high competition, company can go for reduction of
price and improvement in delivering the services (Homburg, Jozić and Kuehnl, 2017). Also,
management can work for introduction of latest technology which is relatable with AI
technology. On the other side, company can use some of the sanitizing related work so that
customers do not face any of the health related issue at the time of staying within the hotel. Both
of this area can allow to convert threat into better opportunity.
WO (Weakness – Opportunity): The above table of TWOS shows that Travelodge has
two major weaknesses and they are limited presence in different market and weaker strategic
positioning. As company has weaker strategic position, they can work in the positive manner
where it can be said that entity can take the help of opportunity to prepare effective strategies.
Also, company can work in the manner through which they can expand their business to new
market so that this particular weakness can be also resolved.
WT (Weakness – Threat): It is the most important aspects where organisation needs to
focus because if they fails to perform as per the requirement in the particular area then company
might have to suffer. Limited presence in the market, weaker strategy positioning are the major
threats which have increases for the company and it will be important to them to being some of
the effective strategies to deal with all of this issues.
In addition, Marketing environment audit has been conducted by the entity to prepare
TWOS and that has been mentioned below:
Marketing environment audit: It is the auditing which is needed to be analysed by
Travelodge in order to identify about the objectives, activities and all of the necessary factor
which can be crucial for the company. TWOS analysis required audit because it certainly
provides allow of the important information through which effective plans can be developed.
3

TASK 2
Formulation and Justification of 3 Marketing Objectives
In the current crisis of Corona virus the industry of hotel is facing the highest negative
implications and this is the reason that they are facing high losses. Travelodge is a very
prominent company in UK which is operating their business in hospitality industry and providing
hotel facility in the marketplace (Moutinho, 2016). In the crisis of Corona virus company is
facing high complexities and due to this in order to regain their market position they are
embracing digital technology and preparing marketing campaign. The title of their campaign is
“Enabling a leading brand” and along with this the company has made three marketing
objectives in order to give a path to their campaign. The explanation of these marketing
objectives are elaborated as under:
Objective One: To enhance sales by 5% in next 12 months in order to intensify overall
revenues.
Travelodge is a well known establishment in UK and due to the negative impact of
Corona virus in hospitality industry the company is facing complexities in making sales. So the
foremost objective of the company is to enhance their sales by this running campaign “Enabling
a leading brand”. This is helpful for Travelodge in getting prominent position at marketplace in
order to capture more customers (Omar, 2017). By enhancing sales Travelodge is able to attain
long term sustainability and this is enabling the company to attain long term retention of
customers. For this the campaign enable Travelodge to provide awareness related to their
services so as to create a path to accomplish their objective in prominent manner.
Objective two: To enhance profit by 12% in next 12 months in order to uplift overall business
performance.
Travelodge through their marketing campaign putting their efforts to boost their
profitability in order to intensify their business performance. For this the marketing consultant of
Travelodge is using digital technology so as to reach out to the maximum audience within
marketplace. By reaching out to huge customer the probability of earning high profits get
increased and the reason for using digital technology can also be met. For this their marketing
campaign “Enabling a leading brand” is highly beneficial for them as huge profit can be received
by the company in accordance with using internet technology.
4

Objective three: To intensify footfall of customer by 20% in next 6 months so as to increase
their clientele.
In the current crisis of Corona virus industry of hospitality is facing the worst time. So
now in order to consolidate their position Travelodge is willing to enhance their customer base
so as to increase their footfall and earn more profits. Marketing consultant of Travelodge has
designed the campaign in which prominent objective is to boost customer footfall. For this sales
force of the company is required in order to respond to their customer in most effective manner
which is having positive implications on customer footfall and their overall revenue as well.
TASK 3
Examination of the marketing mix plan that have been proposed to achieve objectives
Marketing mix: This can be defined as the sum of various elements which is associated
with marketing of any product or services which are ready for sale in the marketplace. Various
dimensions of this concept is product, Price, place, promotion, people, physical evidence and
process. Within this context Travelodge has designed their new marketing objectives in order to
deal with Corona Virus crises and to accommodate their marketing campaign (Seligman, 2018).
Elements of marketing mix are required to be altered in order to achieve marketing objective of
Travelodge. The plan of marketing mix in order to attain marketing objectives are enlisted as
below:
Marketing Mix Plan
Marketing mix
elements
Detailed analysis
Product The services and items which ate manufactured and sold by an organisation
are known as product. In the process of designing marketing campaign this is
vital for Travelodge that they analyse their services and ensure that all the
services are rendered to their customers by maintaining prominent quality. In
this time of Corona crisis Travelodge is required to maintain proper hygiene
in their services so as to upkeep market position. This is significant for the
marketer that they understand needs of their target customer so as to achieve
their ultimate objective of enhancing sales and revenue. When public at a
large are aware about the services offered then this is going to provide
5

positive implications on sales and goals attainment for Travelodge.
Price This is known as the amount which is paid by customers in lieu of purchasing
the product and services from the company. As Travelodge is designing new
marketing campaign so this is highly essential that effective pricing strategies
are used by them so as to capture more customer from marketplace. Within
this concept through marketing campaign Travelodge is examining their
target customer and making them aware regarding their pricing strategies so
as to have distinct position of their services within marketplace (Shchepakin
and et. al., 2018). Various types of pricing strategies are used by companies in
order to decide prices of their product. Such as competitive, premium pricing,
economic pricing and many more. In the current time due to Corona crisis
Travelodge is maintaining economic prices in order to attract more customer
towards their offerings .
Place Place is known as the location at which product is sold and kept for customer.
In the process of designing marketing campaign Travelodge is making sure
that location of their hotel are reachable for their potential customers. By
putting high emphasis on this high profits can be earned by Travelodge as by
catering more customers and enhancing customer footfall due to high
approachability. When their locations of hotels are not easily reached by
customer this may lead them low engagement of customers.
Promotion This is referred as those activities which are executed by the companies in
order to attract high customers. Various methods are used by Travelodge with
the major purpose to boost sales and customer footfall such as TV
commercials, internet marketing, sales promotion and many more. With the
major purpose of attaining their objectives of increasing customer footfall ans
sales online marketing is prominently used by Travelodge. This is helping
them in reaching out to the maximum customer and improvise their sales as
well. Within this marketing campaign of Travelodge the company is
inculcating digital marketing methods of promoting their services in the
marketplace.
6

People The working individuals of the organisation are known as people, these are
highly contributing in success of the company so as to make them efficient in
achieving objectives. For the major purpose to enhance customer footfall,
sales and overall profitability, Travelodge has came across to render training
to their employees so that needs of customer can be understood in proper
manner. Similarly marketing consultant of Travelodge has decided to provide
incentives to their employees so as to boost up their productivity and attain
full efficacy (Sood, 2017).
Process The process which are exhibited so as to perform operations in most effective
way. This is considered as the most crucial part of marketing mix as this is
the aspect in which ways in which services are to customer are included.
Within the new campaign which is designed by Travelodge in order to attain
their marketing objectives marketing consultant has decided to alter various
processes. Internet processes are emphasised by the company in which high
efficacy can be attained (Tien, Anh and Thuc, 2019)). This is helpful in
achieving objectives of enhancing customer base and sale in effective manner
due to effective process positive results can be drawn which is inclined
towards earning high revenues.
Physical
evidence
This is the aspect in which distinct identity is recognised for the offered
services in order to provide differentiation in the marketplace. For the major
purpose to attain high profit and sales, Travelodge is making prominent
changes such as they are collecting feedbacks from their customer so as to
give direction to modify services as per needs of customer and attain
competitive edge as well.
TASK 4
Proposal on the way in which Travelodge can improve its level of customer services as a part of
marketing campaign
For every business organisation this is significant that they design effective marketing
campaign so that to reach out to their goals ad to enhance level of their services. Marketing
7

consultant of Travelodge is designing new campaign named “Enabling a leading brand” so as to
enhance their sales during the crisis of Corona. Detailed proposal is being explained in detail:
Proposal
Strategies Details
Identifying needs
of customers
For the major purpose to enhance customer satisfaction level Travelodge
is recognising needs of their customer through new marketing campaign.
With the help of this services of the company can be altered in the manner
which is demanded by customers (Wang and et. al., 2019). This is
advantageous for the company as by identification of needs business
stability can be obtained which is leading to enhance overall service
quality as well.
Taking timely
feedbacks
For all the business this is highly required that on a specific timely basis
feedbacks are collected by the customers so that need for modification in
services can be identified. In the process of designing marketing
campaign marketing consultant is taking appropriate feedbacks from the
customer so as to get to know regarding demands of them. After
accumulation of feedbacks in order to obtain customer satisfaction
relevant changes are made. This aspect is beneficial for Travelodge so as
to meet their marketing objectives and to modify their offerings as well.
Staff training For the major purpose to attain growth and success, this is highly required
that involved workforce is trained and knows all the tactics and
capabilities to perform operations in effectual manner. This is helpful in
rendering prominent services to customer so that to upkeep their level of
satisfaction (Wierenga and Van der Lans, 2017). Marketing consultant of
Travelodge has decided to provide training and development sessions to
their employees so as to meet requirement of customer and to establish
proper communication with them. With the help of trained staff customer
complaint can be minimised and this is impacting the probability of
Travelodge in huge manner.
Rewarding loyal This is one of the most significant step in order to enhance customer
8

customers satisfaction. For this marketing consultant of Travelodge has decided to
provide appropriate rewards to their loyal customer so that make them
feel valued and enhance recall time of services of Travelodge. In this
aspect additional discount and coupons are to be given to them which can
be redeemed by customer at the time of booking for services of
Travelodge.
Resolving all the
queries of
customers
For the major purpose to attain marketing objectives Travelodge is taking
care of queries which is raised by customers. Marketing manager of
Travelodge is paying high attention on concern of customer and making
efforts to solve the same on early basis. This is having positive
implication on customer satisfaction and their footfall as well.
Paying attention
towards customer
relationship
management
This is the aspect which is required to be maintained by hotel service
provider, for this Travelodge is keeping high relations with their customer
and by formulating strategies to build up CRM this aspect is enhanced. In
the respect of major objective of attaining high sales and profit relations
with customer are required to be maintained so that to meet satisfaction
level of customer.
Marketing consultant of Travelodge is adopting above mentioned steps in order to
enhance their customer satisfaction and to meet their objectives of enhancing sales and
profitability. These steps are helping Travelodge in strengthening their position in market place
along with high customer recall value.
CONCLUSION
From the above detailed report this can be concluded that marketing management is the
procedure which is helping the business in modifying their business activities in order to attain
their marketing objectives and to enhance functional performance as well. In the process of
designing marketing campaign so as to market product and services of the company TOWS
analysis is being conducted using marketing audit. Furthermore businesses are required to
formulate specific objective so that proper implementation can be drawn and high satisfaction
can be achieved.
9

REFERENCES
Books and journals
Bagozzi and et. al., 2018.Marketing-Management. Walter de Gruyter GmbH & Co KG.
Bojanic, D.C. and Reid, R.D., 2017. Hospitality marketing management. Wiley.
Hollensen, S., 2019. Marketing management: A relationship approach. Pearson Education.
Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science. 45(3). pp.377-401.
Moutinho, L., 2016. Worldwide Casebook in Marketing Management. World Scientific.
Omar, A.A., 2017. Extensive knowledge in marketing management. Economic and Social
Development: Book of Proceedings, pp.314-321.
Seligman, J., 2018. Artificial intelligence and machine learning and marketing management.
Lulu. Com.
Shchepakin and et. al., 2018. Marketing tools of innovation development management.Espacios.
39(31). pp.9-9.
Sood, T. ed., 2017. Strategic marketing management and tactics in the service industry. IGI
Global.
Tien, N.H., Anh, D.B.H. and Thuc, T.D., 2019. Global Supply Chain and Logistics
Management.
Wang and et. al., 2019. B2B content marketing for professional services: In-person versus digital
contacts. Industrial Marketing Management,81, pp.160-168.
Wierenga, B. and Van der Lans, R. eds., 2017. Handbook of marketing decision models (Vol.
254). Springer.
10