Travelodge Marketing Plan: Enabling a Leading Brand Campaign

Task

Stating and justifying Marketing objectives in line with the key principles of the SMART model.

Explaining the key principles and practices of Marketing Audits Constructing a TOWS matrix for TRAVELODGE demonstrating its competitive Environment.

Providing proposals on future adaptations and improvements in the levels of TRAVELODGE`s Customer Service as part of Travelodge`s ‘Enabling a leading brand’ future marketing campaign.

Marketing strategy using the 7P’s

Your report will briefly explain how you will recommend and action the tools of the marketing mix in the context of TRAVELODGE`s ‘Enabling a leading brand’ Marketing campaign.

LO1: Develop knowledge and understanding of key theories, concepts and models in marketing to guide the development and execution of marketing strategies.

LO2: Understand the complexity of competitive environment and discuss is impact on developing effective marketing decisions and marketing strategies in organizations.

LO3: Develop the skills to critically analyse marketing situations and problems facing organisations and assess its capacity to adapt to a dynamic and uncertain future.

LO4: Develop, recommend and justify, appropriate and actionable marketing strategies and tactics to an organisational scenario.

Fast-developing organisations have a range of business objectives that provide a direction for their actions and drive them forward, particularly in markets that are prone to change and innovation. In recent years few market areas have changed quite as much as that of hotels, where there has been a general recognition that consumer groups have different and changing requirements.

Following the crisis of corona virus, Travelodge wants to quickly establish itself as the leading brand in the budget hotel market with a marketing campaign called “Enabling a leading brand”. Through this marketing campaign Travelodge wants to consolidate its position through embracing the Internet technologies needed to create competitive advantage in the 21st century. Therefore, the top management of Travelodge consulted you as a marketing expert with the request to produce a marketing plan that will help the organisation to achieve the objectives.

The marketing plan should cover the following Marketing Management subject areas:

1.Construct a Marketing TOWS for Travelodge, explaining the Marketing Audits that you have undertaken in doing so.

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.

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.

4.Provide proposals on how Travelodge can improve their levels of Customer Service as part of their ‘Enabling a leading brand’ Marketing Campaign.

The word counts above are intended as guidelines in covering the 4 Marketing Management tasks and should be used as indicators of the content required in each of these in the context of the overall 3000word report.

Please note the following when completing your written assignment:

1.Writing: Written in English in an appropriate business/academic style

2.Focus: Focus only on the tasks set in the assignment.

3.Document format: Report

4.Ensure a clear title, course, and name or ID number is on a cover sheet and a bibliography using Harvard referencing throughout is also provided.

5.Research: Research should use reliable and relevant sources of information e.g. academic books and journals that have been peer reviewed. The research should be extensive.

Cognitive and Intellectual Skills

You should be able to present, evaluate and interpret qualitative and quantitative data, in order to develop lines of argument and make sound judgements in accordance with basic theories and concepts of your subject(s) of study. You should be able to evaluate the appropriateness of different approaches to solving problems related to your area(s) of study and/or work. Your work must contain evidence of logical, analytical thinking. For example, to examine and break information down into parts, make inferences, compile, compare and contrast information.  This means not just describing what! But also justifying: Why? How? When? Who? Where? At what cost? You should provide justification for your arguments and judgements using evidence that you have reflected upon the ideas of others within the subject area and that you are able to make sound judgements and arguments using data and concepts.  Where relevant, alternative solutions and recommendations may be proposed.