Marketing Mix and TOWS Analysis for Travelodge Hotels

This report provides a comprehensive analysis of Travelodge's marketing strategies. It begins with an introduction to the marketing process and its objectives, followed by a discussion of TOWS analysis, a strategic tool used to evaluate a company's strengths, weaknesses, opportunities, and threats. The report then applies TOWS analysis to Travelodge, identifying key internal and external factors impacting the hotel chain. Based on this analysis, the report outlines specific marketing objectives, such as implementing digital technology and improving customer service. A detailed marketing mix plan is developed, covering product, price, place, promotion, people, process, and physical evidence. Finally, the report offers recommendations to enhance Travelodge's marketing operations and improve its competitive position in the market. The report highlights the importance of digital marketing and customer satisfaction in achieving business goals.

Marketing Management

Contents
INTRODUCTION...........................................................................................................................3
DISCUSION....................................................................................................................................3
TOWS Analysis...........................................................................................................................3
Objectives for Marketing Process................................................................................................7
Marketing Mix for Organization.................................................................................................8
Recommendations......................................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing process is explained as process of management of interchange connection with
customer. In the process management of marketing is explained as identification, anticipation
and customer satisfaction. Main objective of the marketing department in the organization to
perform market research in order to analyze and find the need of customer to provide better
products and services to them. Department of Marketing perform various type of market research
for the company to find the requirements of customers for the company (Keegan, 2017). This
report is based on Travelodge Private Limited Organization. It is hospitality sector company
which was found in year 1985 and headquarter of the Travelodge Private Limited Company is in
Thame, England, United Kingdom. The area that is served by Travelodge is in UK, Republic of
Ireland and Spain, 11 hotel within Ireland and 5 hotels within Spain and 500 hotels in UK. Brief
of marketing process will be analyzed in report. TOWS analysis will be performed for
Travelodge in order to develop strategy for the hotel to improve their performance in market
place. According to TOWS analysis various objectives will be developed and explained to
evaluate the importance of objectives for the company. Marketing mix plan will be developed for
the one year duration for the business company for the objectives that are considered as the
marketing strategy for the organization. Various recommendations will be used in the report that
can support the company to improve their marketing operation in market place.
DISCUSION
TOWS Analysis
TOWS analysis is similar to the SWOT analysis process. This tool is mainly used by the
business company to analyze the (S) strengths, (W) weaknesses, (O) opportunities and (T)
threats of the organization in internal functions. This considered as the extension of SWOT
analysis. TOWS analysis is little bit different from the traditional SWOT model. In this analysis
process threats and opportunities for the company are considered initially before finding
weaknesses and strengths in of the company. On the basis of threats and opportunities along with
weaknesses and strengths of the company are analyzed (Hollensen, 2019). In this procedure
strengths of the firm are connected to the opportunities for company in global made and
weaknesses of the firm are considered for the threats of the company. in the TOWS analysis
relationship between the weaknesses and threats are analyzed in order to evaluate the negative

factor of the hotel. On other hand the strengths of the organization are considered for the
opportunities that are present in the international market. This is how relationship between all the
factors is analyses in order to develop better strategy using the current resources of company.
There are different purposes of performing TOWS analysis in company. Some of the main
purpose of implementing TOWS analysis are- reducing the threats of the organization using
strength explore and strengths of the company to take positive action in the international market.
Implement various process in business in order to remove the weaknesses from the company. On
th basis of various strategies are developed by the hotel in order to improvise the performance of
Hotel Travelodge in market place.
SWOT analysis is completely different from the SWOT analysis. The factor that are
considered in both process are similar but main difference of these analysis tools is about the
process or utilization of these tools. SWOT is mainly used to evaluate the internal strengths (S)
and weaknesses (W) of the company and TOWS is mainly used by the company in order to
relate the internal factors with the external factors of organization. Strengths and weakness of the
company is taken as internal factor of company and Opportunities and Threats are taken as
external factors of the organization (Deepak and Jeyakumar, 2019). Strengths are related to the
opportunities of company and weaknesses are connected to the threats of the company. This is
how capabilities of the organization can be evaluated n effective manner. Along with this aspect
strengths of the company are evaluated for the threats of the company and weaknesses are
connected to the opportunities of the hotel in market. There are different advantage of TOWS
analysis that can help the company to effectively run their business in market place. Some of
main advantage of TOWS analysis are- This is much simple process to understand, provide
better analysis for internal and external factors of the company. this process focuses on the
positive and negatives aspect of the organization. This process is more effective to improve the
condition of the company in market place.
Opportunities
 Connection with
travel company can be
made to attract more
customers.
Threats
 Bad publicity against
company can affect
the operations of hotel
in market place.

 Partnership with other
organization can be
formed in order to
improve the business
and operations of the
company in market
place.
 Technological
changes can be used
in the company
processes to improve
the accuracy and
precisions in the
organization.
 Competitors of the
organization are major
threats to company.
 Poor economic
condition in company
can lead to poor
financial working of
organization in market
place.
Strengths
 Services that are
provided to the
customer are cheaper
and effective.
 Brand image of the
company is good in
market place.
 Digital presence of
company is good in
market place.
 Technology that is
used in the
organization is
compatible with the
new updates in the
technology.
 By attracting more
customer to the
company, services can
be provided to the at
much lower cost and
company can earn
more profit by
improving investment
in market place.
 Organization can
make connection with
marketing company to
improving their
marketing process in
order to improve their
performance in
market.
 The lower price and
better services can be
used to promote th
services of company
in international
market to attract more
customers.
 Effective brand image
of the company can be
used to get better
success in market
place as compared to
the competitors of
organization.
 Better digital presence
of the company can be
used to gain

 Latest technology can
be implemented in the
Travelodge in order to
provide better comfort
to the customer in
company.
 Various technologies
can be used to
improve the marking
process of
organization in market
place.
competitive advantage
in market. This is
better performance
standard can be
gained by the
company in market
place.
Weaknesses
 Poor staffing process
used by organization.
 Coordination between
the staff can affect the
business company in
customer service.
 Poor promotion
process is affecting
the profit of company
in market place.
 The operation of the
Travelodge is limited
in three countries.
 Poor customer
services can affect the
customer satisfaction
in organization.
 Poor promotion can
affect the company in
implementing better
strategies in company.
 Limited operation
area can cost more
financial capital in
implementing
technology in
organization.
 Poor staffing problem
can affect the brand
image or company in
market place.
 Poor coordination can
affect the customer
satisfaction that can
affect competitive
advantage of the
company in market
place.
 Limited operational
area of organization
can affect the
competitive
positioning of the
company in market
place.

It is how different procedure can be used by company in order to gain competitive
advantage in market.
Objectives for Marketing Process
There are different procedure and methods can be implemented by the hotel in order to
gain higher productivity in market using the strategies that are evaluated in the TOWS analysis
and the impact of negative assets that has been evaluated in the TOWS process can be considered
in the operations in the company in order to improvise the productivity of the company in market
(Kotabe and Helsen, 2020). On the basis of various strategies can be developed in order to
improve the operational and competitive positioning of the organization in the target. There are
different objectives can be considered in the business process in order to improvise the
performance of the company in market. Main objectives that can be considered in marketing
strategy of the company are-
 To implement digital technology in promotional process in order to develop the
marketing process of company.
 To develop collaboration with digital marketing company in order to improve brand
recognition in order to make the marketing campaign of hotel more effective.
 To introduce digital technology in the process of improving staffing and coordination
with in organization.
These strategies or objectives can be used by the company in order to achieve higher
performance standard in company. Objectives can be used by the company to get higher profit
from market place. Digital marketing is latest trends in market place. On global level most of
people are connected to the digital platforms and these platforms are used by the company in
order to improve the connectivity with the customer to generate higher benefits in market place.
For example mobile marketing process can be used by Travelodge to make direct
communication with the customer and it can help the firm to make customer aware of the service
and offers that are provide by the company in market place (Kotler, 2016). This is how high
productivity can be gained through digital marketing process. There are different company in
market that are providing digital marketing services to the various organization. These company
provides digital marketing services to other company. This process also can be considered as
third party marketing. There are various technologies can be implemented by the organization in

order to get higher productivity in market place. Along with company also can use digital
technology and other technology to improve the staffing and coordination in company. Through
this process various implementations can be made in organization that can support company to
develop more efficient staff with higher production standard. This is how better workforce can
be developed for the marketing department of the Travelodge Hotels.
Marketing Mix for Organization
Marketing mix is considered as set of various promotional strategies in the marketing
department of company. There are different elements are considered in the marketing mix of the
company. Mainly the strategies that are implemented in the organization are based on the
processes that can provide help to company to effectively improve the marketing process of
company. main Element of marketing that are considered in the marketing mix are- Price,
product, Process, People, Place, Promotion and Physical Evidence of organization (Visconti,
Peñaloza and Toulouse, 2020). These processes are considered by the business company to
provide effective services to the hotel in effective manner to get better result with the
promotional strategy of the organization. According to the marketing mix strategy the process of
marketing starts before the marketing that is visible in market place. Marketing of a product or
service starts way earlier than the activity of promotion starts in the market place. The process of
marketing starts with the initial development of the products that are used in the market place.
All the elements of the marketing mix can be considered by the business company in order to get
high effective performance in market with marketing processes.
Product- Products is the main attraction for the consumer. This is most crucial for the company
to implement better attributes in the product that is developed by the organization. There are
different changes can be made in the company in order to attract customer with the quality of
services that are given to the customers. There are various changes can be implement in the
services which are provided to the customers. This strategy can be used by the company to
improve the customer satisfaction to get better ratings in market place. To improve the product
organization need to improve the services that are provided to the consumer in the company.
Different technology like automation, artificial intelligence and digital technology can be
implemented in the company to provide better services to the customer to improve their
satisfaction level.

Price- There are mainly two aspects are mainly considered by the customer are- quality of the
product and price of the product or services that are made available to the customer. Customers
are mostly concerned with the price of the products that are delivered to them. Customer want to
buy the products that are good with quality and effectively low cost (Adams, Freitas and
Fontana, 2019). This is how organization can offer better pricing offer to the customers. This is
how effective pricing can be provided to the customer to attract more customer to the company
and promote the services of the company in market place. Effectively low price can be offered to
the customer to improvise the marketing function of the hotel.
Process- There are various processes re used by the company to provide services to the
consumers. This is important for the company to implement better processes in the firm in order
to offer effective services to the customer (Pasquier and Villeneuve, 2017). Still there are some
company are using traditional process in order to offer services to the customer. Travelodge can
use various technology that can improve their operation. For example company can use digital
technology to provide services to the customer in booking process and this process can be
implemented in the lobby of the hotel to provide quick services to the customer. Organization
also can offer digital services to perform various actions that are time taking in order to improve
the service standards.
People- There are various stakeholders are connected to the company in different way. company
can use effective technology in staffing and coordination process to offer better services to the
customer. With effective technology better staff coordination can be achieved in order to
improve the quality of the services to the customer in Travelodge. This is how by offering better
technology to the employees organization can offer effective services to the consumers.
Place- The selection of the target market is important for hospitality sector hotel. There are
various processes can be considered by the company in order to implement the marketing
operation. Various technologies can be used to develop better marketing operation. Different
monitoring and researching tools can be used to collect data from the market place. This data can
be used to implement marketing operation in market place (Johnsen, 2018). Through this process
marketing operation of the company can be improved in effective manner. For example effective
data base can be developed from the market place to implement better STP plan in the marketing
operation to effectively target the audience to get better result from marketing campaign.

Promotion- Promotion is the best process that is used by company to improve effectiveness the
product and services of the company in market. There are various processes are used to promote
the products and services of Travelodge in market place. There is huge role of technology in the
marketing and promotion process. For example Digital technology can be used by the company
to improve the promotional strategy of organization (Mix and Brand, 2017). There are many
people are connected to the digital technology so it will help company to make people aware of
the services and offers that are provided to the customer by Travelodge company. Social media
marketing is also effective process to gain benefits from market. On global level there are many
people are connected to the social media so this will be best platform for the organization to
implement their marketing operation in market. This is how company can perform marketing
activities with help of social media in effective manner.
Physical Evidence- Physical Evidence of the company are considered as tangible and intangible
assets of the organization. company can use technology like information system and digital
technology to improve the marketing process using the physical assets of company
Recommendations
This is important for the hotel to improve the marketing operation of Travelodge.
Company can make different changes in the business operation and marketing operation to get
better result with the marketing function. Various processes can be used by company to get better
result with the marketing actions that are performed by the hotel in market place (Gupta and
Rajan, 2020). Some of the processes that can be used by the business company in market place
are- information gathering, change implementation, innovation, technological development,
customer oriented and persistence service. These are common process that can be used by the
business company to get higher productivity with the marketing function in the market. These al
process are main used by the hospitality firm to take advantage form the target market. To
perform better marketing operation this is most important for the company to collect effective
data from market place. Different processes and tools can be used by the company to perform
research of the market place to get much efficient data to perform marketing operation in
effective manner. Internet and key performance indicators can be utilize to collect effective data
from market. There are mny changes can be made by the organization to implement effective
changes in the marketing operation can be implemented by company in order to get better

response from market place. innovations and technological development can be implemented by
the company to improve marketing operation in market place. By maintaining the marketing
operation consistence promotion of the organization can be done effectively in target market.
This is how various effective and suitable processes can be used by the company to improve and
marketing operation effectively.
CONCLUSION
This study is stating need of marketing management process for Travelodge. TOWS
analysis of Travelodge has been performed in order to get better evaluation of relationship
between the internal and external operation of company in market place. TOWS matrix has been
used to develop better strategy for organization. Marketing mix has been analyzed for the
Travelodge in order to develop better strategy in the marketing process to maintain effective
performance of marketing department in market place. Different recommendations also has been
provided in the report that can help the company to develop better marketing process with in the
company.

REFERENCES
Books and Journals
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Kotabe, M.M. and Helsen, K., 2020. Global marketing management. John Wiley & Sons.
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Pasquier, M. and Villeneuve, J.P., 2017. Marketing management and communications in the
public sector. Routledge.
Visconti, L.M., Peñaloza, L. and Toulouse, N. eds., 2020. Marketing management: A cultural
perspective. Routledge.