LSC UoS BA Business: Travelodge Marketing Campaign Analysis and Plan

This report analyzes the marketing strategies and objectives for Travelodge, a major UK hospitality company. It begins with an introduction to marketing management and its significance for business success, then delves into a TOWS analysis of Travelodge, examining its strengths, weaknesses, opportunities, and threats. The report then outlines three marketing objectives for the "Expressing Ourselves" campaign, along with a detailed 12-month marketing mix plan to achieve these objectives. Furthermore, it provides proposals on how Travelodge can enhance its customer service as part of its "Enabling a leading brand" marketing campaign. The report concludes with a summary of the findings and a list of references, providing a comprehensive overview of Travelodge's marketing efforts and strategies.

Report
Table of Contents
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Marketing TOWS in regards to Travelodge and marketing audits in doing so...........................1
Three Marketing objectives for marketing campaign of “Expressing Ourselves”......................6
Marketing mix plan which is to be undertaken for achieving objectives over the period of 12
months..........................................................................................................................................8
Provide proposals on how Travelodge can improve their levels of Customer Service as part of
their ‘Enabling a leading brand’ Marketing Campaign...............................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
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INTRODUCTION
Marketing management is definite term which uses by organisation in order to inform
people, organise activities and delivering products in high range that helps to attain the business
goals. Management means to identifying, organising, directing and controlling the functions in
relation to business and maintain high performance (Galli, 2020). Whenever organisation is
going to start their own business then there is need to focus on marketing and management
activities that can help to deal with customers by providing products and services accordingly
and increase the profitability. To increase the insights about marketing and its important
Travelodge UK hospitality company has been selected that is private company operating
business throughout UK and managing the activities by attracting customers. This report cover
an understanding about marketing TOWS, justification of marketing objectives and market
campaign that helps to attracts customers and increase productivity. Marketing mix plan that
needs to be consider achieving objectives and proposal plan that helps to improve the customer
services are also covered.
MAIN BODY
Marketing TOWS in regards to Travelodge and marketing audits in doing so
Marketing is the activity that uses by organisation which can help to increase the
organisational productivity. For organisation it is important to introduce new products and
services by using marketing activities that attracts customers and encourages to buy products.
Marketing is essential for companies that uses to run the business and increase brand image. In
organisation, strategic plans and objectives are formulated by management that can help to attain
the business goals (Prasad and Saigal, 2019). Marketing Audits refers comprehensive,
systematic, evaluation and analysis that maintain the business environment by running all
activities that increases production and profitability. In business environment number of factors
are available that arises while performing activities and increasing the business image. For
instance, Travelodge, is hospitality industry that is selling the hotel services and different types
of food that attracts customers and make decision to buy more. In this organisation, marketing
manager is playing a vital role who analysis the market get needs and wants of people then
provide products and services accordingly. It can help to increase the business productivity by
expanding business in competitive environment and deliver the kind of products. This make
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higher profits by conducting market audits and setting the organisational goals. This become
important for all organisation to conduct the market analysis and manage the activities by
offering variety of products. TOWS analysis is defined as tool that uses by companies to know
the real value and strength of organisation that suggest ideas what needs to be brining changes
for improving organisational performance. It is not compulsory for organisation to make higher
profits and increase the brand image but dream of business is to lead in competition and satisfy
their customers so they can retain in organisation for long period of time. In other words, TOWS
analysis is a framework that states the internal threats, weakness, opportunities and strength of
business by managing all activities and functions which helps to deal with problems and get
them a optimum solution (Murphy, Gretzel and Pesonen, 2019).
Market Audit is defined as systematic, evaluating, and comprehensive methods which are
uses to run and increase the production by analysing market and providing products accordingly.
In context to Travelodge, manager in relation is marketing is playing crucial role as they audit
the plans and increase insights how to improve the business activities and competitive
advantages. In chosen organisation, managers also get information that what people are
demanding and how they can be satisfied by providing best hotel services and managing the high
performance (Alnawas and Hemsley-Brown, 2019). They make plans and evaluate the activities
to know is all working are running properly or not, how customers can get influence3d and how
all activities are followed by employees for the purpose of attaining the business goals. The
strength and weakness of selected organisation are as defined:
Strength of Travelodge
 Travelodge is larger size organisation that operating business i9n UK by
understanding needs and demand of customers in relation to hotel services.
 This is providing unique and standardisation services according to class of people.
 Having wider range of product portfolio and scope.
 Operated at various place by managing activities and providing proper responds
to customers.
 Having global presence that attracts customers and maintain high productivity.
Weakness of Travelodge
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 The number of customers may be decreases due to increasing employee turnover
that create challenge for Travelodge to provide training and develop programme
to new staff.
 Increasing demand of hotel products and services that can affected the business
negatively.
 Having number of hotels and hospitality industry that reduce the sale and number
of customers in such organisation.
 High spending and low income
 No ideal for large parties or family where they demand more rooms (Heirati and
Siahtiri, 2019).
Opportunities of Travelodge
 To bring new hotel services such as Airbnb, digital technology and other services.
 High command on people’s demand that helps to provide the products and
services accordingly.
 To provide the hotel services at low prices than competitors this helped to
improve the business productivity.
 This delivers better quality of products and services in wider range.
 Increasing population and changing their lifestyle which encourages them to
spend their precious time with family and friends.
 To provide online facility to its customers which helps to increase organisational
performance.
 Up gradation of new technology and services that helps to increase number of
customers.
Threats of Travelodge
 To expand their business in other country and Europe that can be challenge for
increase the business activities.
 To participate in each activities in relation to business and can be create challenge
for selected organisation.
 The major threat for Travelode to opereate business in challenging and changing
environment that become difficult for organisation.
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 Changes in government policy and regulation has impacted negatively and
operate the business success
 Innovation and development of competitors of Travelodge that is creating major
threat for organisation and reduces profitability.
TOWS Analysis – This is a framework which is uses by organisation to run the provide
better quality of products and services. This is important for organisation to use the TOWS
analysis that can state the threats, opportunities, weakness and strength which helps to deal with
problems which arises in organisation and maintain the high performance. The managers who are
working organisation need to analysis the weakness, strength, opportunities and threats which
maintain the good performance and increase the higher performance. Travelodge is a large size
organisation that is selling the different types of products and hotel services that are related to
operating a business and maintain higher profitability (Hughes, Hughes, Yan and Sousa, 2019).
The TWOS analysis of Travelodge organisation and market audits are as defined:
TWOS is a analysis which uses by companies for knowing the strength and weakness of
organisation and maintain good profitability. The managers should be understand the needs and
wants of their customers which can help to maintain the good performance and increase the high
performance. This uses to generate and create the difference between strategies which are
suitable for organisation and management that can help to maintain the high performance. In
context to Travelodge, TOWS analysis is uses by management that states how a organisation can
compete with others by running a business (Zhu and Gao, 2019).
TOWS Analysis
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Source: TOWS Analysis, 2020
Strength/ Opportunities – This is considered as effective strategy which uses by
organisation to know their productivity and profitability baf6ter taking the opportunities. The
managers of organisation should analyses the strength and opportunities which helps to operate
the business successfully and maintain the high business. The organisation make efforts to
provide the better quality of products and services which they are demanding and exploiting the
opportunities that helps to maintain the business. It is also known as Maxi- Maxi strategy which
uses to maintain the high level of capabilities and profitability by managing all activities.
Travelodge is larger size organisations that is selling the standardisation product and services
that attracts customers and maintain the high performance by grabbing the opportunities
(Bassano and et. al., 2019).
Weakness/ Opportunity – This refers as Mini- Maxi strategy that means weakness and
opportunities, taken by organisation while operating business activities and brining digital and
robotics delivery. In changing environment people are demanding different types of products and
services so it is managing the performance and profitability. Travelodge, is larger size
organisation that is selling the services by updating technology that satisfied customers and
maintain good profitability (Mišič and Podnar, 2019).
Strength/ Threat: This strategy is also consider as Maxi Mini strategy that can be uses
by company to analysis their performance by increasing strength. A business organisation needs
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to focus on customer’s expectation then provide the products and services which can help to
operate the business and managing the activities. In context to Travelodge, managers are
following the an appropriate strategy that can help to enhance the productivity in relation to
business and increase number of customers. In context to Travelodge, management are focusing
on strategies and bring new services such as digital check in and out, selecting best room as per
demanding, better quality of food and customer’s loyalty which maximise organisational
productivity. By using this, company can avoid the competition and increase the market share.
On the other side, it can be challenge for organisation to operate their business in competitive
business environment by delivering their products and services. If organisation is not able to
provide better quality of products and services then it cannot manage business performance
(Bruhn, 2019).
Weakness/ Threat: It is defined as Mini – Mini strategy that should not be use by
organisation while operating business because it reduced the organisational performance in
competitive business environment. The management of organisation should be focuses and
manage the activities that related to elimination of problems and low productivity issues. The
management of organisation should be provide training and development programme to their
employees which can help to reduce the negative impacts and deliver the best quality of products
which increases business performance. By using new technology and development managers get
solution and capture high market share in competitive environment.
Three Marketing objectives for marketing campaign of “Expressing Ourselves”.
On the basis of research, it has been seen that Travelodge is large size organisation that is
selling the different types of products and services in hospital industry. This organisation wants
to expand their business activities in competitive environment and deliver best quality of
services. For attaining the target market some points are notice that restricted the functions and
activities of business organisation by managing the activities. Marketing objectives means to
inform the customers regarding products and services of company by managing the activities and
functions properly. The managers of organisation are those people who have market knowledge
and dominate the market by operating business. The strength of Travelodge is to operate the
hotels at different place, having effective distribution channel, target market, wider geographical
area, wider reach and potential customers which helps to operate the business and increase
productivity. The managers of organisation are understanding the needs and analysis the market
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which can help to provide the products and services in competitive market. In context to
Travelodge, employees are well trained and developed who are selling the hotel services to
customers as per their requirement and managing the activities by offering at low cost which
attracts customers and manage the high profits. The managers are taking right steps by offering
better quality of services and maintain good performance. In Travelodge, technique are uses to
deliver high value and beliefs that retain existing and new customers. This main the unique
position in competition by operating the business and maintain high performance. On the other
side, Travelodge is updating the technology by offering the services and increase high
productivity (Seyfi and Hall, 2020). This consider management activities that helps to attain the
business goals by using market campaign. The management of Travelodge, “expressing
ourselves” is designed below that helps to resolve problems within 12 months that are as defined:
 To minimise the absenteeism rate by 30% in upcoming 8 month by attracting employees
and getting the work done in certain time.
 The objective of Travelodge is to enhance the overall productivity by 40% within
upcoming 6 months that maintain production process.
 To retain the existing and new employees in business organisation by providing training
and development so they can manage the organisational performance.
 To make the plans and organise all activities which are relevant for organisation and
helps to attracts customers and increase market share.
 To improve the quality and hotel services by promoting campaign and mitigating the risk
and unnecessary expenditure by maintaining the activities by 50% within 2022.
As Travelodge hotel company, managers are understanding their customer’s needs and managing
the high values at discounted rates which helps to maintain the good performance. The managers
are targeting demographic, geographic and behavioural segmentation which helps to
accomplished the business goals in certain time and increase the number of customers. The
managers of organisation are building good performance by delivering hotel services and staying
facility which helps to organising the activities. The employees and managers who are working
organisation groom their personality and confidence level which helps to accept the challenges
and increase the productivity. The market campaign is prepared by managers of Travelodge
which is designed June 01, 2020 to June 30, 2021 that attracts potential customers and talent
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such as sales marketing, research, human resources and technology department which helps to
run the business and increase organisational productivity.
Marketing mix plan which is to be undertaken for achieving objectives over the period of 12
months.
Marketing plan is considered as strategic planning that uses by organisation in order to run
business and increase performance. This is important for organisation to maintain all activities
and functions effectively by managing the activities. Marketing mix is the activities that
comprises of various element which are needed to operate the business and cope with problems
that help to carry out the business activities. Travelodge is hospitality organisation that is selling
the products and hotel services to customers which helps to attain the business goals. Marketing
mix is uses by chosen organisation that is defined below:
Product This means a items and services which are providing by
organisation by charging amounts. Travelodge is hotel services
organisation that is selling the variety of food and staying
facilities to customers by managing the activities.
Prices Travelodge is using the competitive pricing strategy that is
selling the hotel services at low cost than other which attracts
customers and increase the sale.
Place This organisation is selling the services at different places and
areas in UK that helps to retain existing as well as new
customers. This helps to operate the business successfully and
increase the production (Brennan, Canning and McDowell,
2020).
Promotion Whenever ant discount, offers, and new services are provided
by using social media, print media, magazine, websites that
helps to increase the organisation performance by attracting and
selling the products effectively.
Physical evidence Travelodge is having good structure and well-designed hotel
that maintain and treat all employees equally who come to
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spend their time for managing the performance.
Process This organisation is using the online and offline process in order
to sale and deliver the products which are important for
organisation and helps to operate the activities.
People Employee who are working in organisation are sales manager,
marketing manager, production department, customer service
and cleaning section that maintain hygiene in organisation.
Provide proposals on how Travelodge can improve their levels of Customer Service as part of
their ‘Enabling a leading brand’ Marketing Campaign
Proposal for Travelodge : for improving the customer service
“Express Ourselves” Marketing Campaign.
Customer service is main for all organisations that increase the level of satisfaction and
maintain the good performance by retaining customers. This is needed to handle all queries
of customers who wants to get information and complaint against others. If customer
service is good of organisation then they feel good and maintain the higher satisfaction in
competitive business environment. Travelodge is hotel management organisation that is
selling the products and services as per customer demands. The marketing managers of
such organisation are making plans to run the intensive marketing campaign between
duration of 12 month as 1st June 2020 to July end, 2021. This organisation is using
different ways to improve the customer service that are as defined:
Level 1: Unacceptable –Whenever customers are inquiring and not getting proper
response then it is consider as bad services which are unacceptable. For improving the
customer service, marketing managers need to use online chat, emails, and messages
properly that can help to increase their satisfaction level.
Level 2: Basic – This refers as commodity and services which are provide by organisation
to their customers. This is required to deal with basic needs and wants that helps to provide
better quality of products and services. The management of Travelodge understand the
query and basic needs of customers in relation to hotel services and use marketing that
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helps to inform people and increase the customer satisfaction level.
Level 3 Supply chain: The managers of Travelodge should make plans and proper
marketing strategies which helps to deal with low supply chain and increases business
performance. This organisation is using new technology and innovation in their process
that can help to improve the business activities and maintain high performance.
Level 4 Trade mark: This strategy is uses by organisation for the purpose of improving
the customer service level. Travelodge organisation uses trademark for creating brand
image and market share that helps to maintain productivity and profitability.
CONCLUSION
From the above report it has been determine that marketing management is the process
‘which uses by organisation to increase the business performance. This can help to maintain the
high productivity by managing the activities. TOWS analysis is uses to increase the strength and
weakness that is related business and increase the production. Marketing mix is the combination
which uses to define the variety of products and services that can help to maintain the activities.
Marketing objectives of organisation are performed by management that helps to operate
business and attain objectives effectively.
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REFERENCES
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Zhu, G. and Gao, X., 2019. Precision retail marketing strategy based on digital marketing
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