Marketing Essentials for Travel and Tourism

Marketing
Essentials for
Travel and Tourism

Table of Contents
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
Explanation of Key Roles and Responsibilities of Marketing function.................................3
Discussion key roles and responsibilities of marketing which is related to wider organisational
context....................................................................................................................................5
Investigation of Roles and Responsibilities of Marketing in reference with Marketing
Environment...........................................................................................................................6
Analysis of Interrelationships between Marketing and other Functional Units.....................7
LO 2.................................................................................................................................................7
Elements of Marketing Mix....................................................................................................7
Evaluation of Different Tactics used by Trailfinders to Accomplish Business Objectives...9
LO 3...............................................................................................................................................10
Development of a Marketing Plan........................................................................................10
Produce a detailed, coherent, evidence based marketing plan that applies the marketing mix to
meet marketing objectives for a travel and tourism organisation.........................................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing includes all those activities, process and functions which is conducted by the
management team in order to satisfy the requirements and needs of consumers. Marketing is
considered as the core business function which is conducted by every organisation so that they
can promote their business functions in an effective manner (Kakarot-Handtke, 2015). It is the
report which is based on an organisation belongs to Travel and Tourism industry which is
Trailfinders. It is a British Travel company which is well known for its business operations in UK
and Ireland. Along with this, it is a company which mainly have 31 travel centres in UK as well
as 3 in Ireland. It is an organisation operates its business functions at the marketplace of
London (Gregg, 2015). It is the report which covers elaborated discussion about the role of
marketing within a firm as well as discussion which is related with marketing & other
departments of a unit. There is a comparison between different hospitality organisations on
basis of tools of Marketing Mix and a Marketing Plan which can help in attainment of
organisational goals and objectives in an effective manner to Trailfinder.
TASK 1
Explanation of Key Roles and Responsibilities of Marketing function.
Marketing is define as an effective procedure which mainly ensure that each and every
individual become familiar with the services offered by companies to them. For this,
management team of an organisation need to adopt effective promotion strategies which will
assist them in order to retain their potential customers for long period of time. There are different
marketing concepts which need to be considered by the management team of Trailfinders so
that they will be able to perform their business functions in an effective manner (Kakarot-
Handtke, 2015). Some of the most essential concepts of marketing are as follows: Production Concept: It is the concept which mainly based on an approach according to
which an organisation can enhance its supply by reducing their costs. Along with this, it
has also define that companies focused towards production process believes in
economies of scale, therefore with the help of mass production overall cost will be
reduced and increase the profitability (Hair Jrand et. al., 2015). It is the concept which is
enhanced over the period of time as management team in today's world focus on
providing high quality services to their customers in order to retain them for a longer
period of time. Selling Concept: According to selling concept main highlight of this element is that
customers need to buy all the products of the organisation only if they sell it in

aggressive manner. Their main motive is to sell product rather than building relationship
with consumers (Kakarot-Handtke,2015). This concept is developed by the each passing
year as companies believes in developing effective relationship with their customers
rather than just selling them products and services. Product Concept: It is the concept mainly based on assumption that users of product
prefer high quality services which as a result become expensive. Along with this,
management team develop innovative and unique services according to the changing
world which makes the whole service more expensive. In this context, it is said that
company produce high quality services and make them affordable to the customers so
that they can enhance their overall profitability. Marketing Concept: In this concept, customers are the main focus and centre point for
the organisation. Managers of the company provide goods and services according to the
requirements & needs of consumers(Yan and et. al., 2019). It is the concept which
remains same over the period of time as customers are the king and products are
developed in order to satisfy their requirements.
 Societal Marketing Concept: In this method, company generally adopts such methods
which provide benefits to the whole society. Main focus of this method is to develop
consumer as well as the society with the help of there offerings. This is the concept
which also remains constant over the period of time as they operates business functions
for the welfare of society (Horton, 2019).
Apart from this, there are various roles and responsibilities of the marketing function
within Trailfinders which are as follows: Market Research: It is identified as one of the most essential role of marketing
department as they need to examine the whole market trends and situations. This will
assist in developing strategies and policies according to the requirements of customers
(Kakarot-Handtke, 2015). In the context of Trailfinders, role of a marketing manager is to
conduct effective marketing research. On the other hand, responsibilities of a marketing
manager is to utilise that information in an effective manner and gain information
according to the requirements of company.
 Product Designing: It is the method which mainly focusing of developing new and
innovative designs of products so that they can attract large number of customers
towards the organisation. In this case role of marketing manager of Trailfinders is to
design the product in an attractive manner according to the needs and requirements of
consumers. On the other hand, responsibilities for the same is that they need to design