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Marketing Essentials For Travel &Tourism Assignment

   

Added on  2021-02-20

15 Pages4645 Words26 Views
MARKETINGESSENTIALS FORTRAVEL ANDTOURISM

Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1P1. Explanation of Key Roles and Responsibilities of Marketing function...........................1P2. Discussion of Roles and Responsibilities of Marketing related to wider organisationalcontext....................................................................................................................................2M1. Analysis of Roles and Responsibilities of Marketing in Context with MarketingEnvironment...........................................................................................................................4M2. Analysis of Interrelationships between Marketing and other Functional Units.............4TASK 2............................................................................................................................................5P3. Elements of Marketing Mix.............................................................................................5M3. Evaluation of Different Tactics by TUI to Achieve Business Objectives......................8TASK 3............................................................................................................................................8P4 & M4. Development of a Marketing Plan.........................................................................8CONCLUSION..............................................................................................................................12REFERENCES..............................................................................................................................13

INTRODUCTIONMarketing refers to all those activities, procedures and processes which are adopted aswell as implemented within a company in relation to appropriately and essentially makecustomers familiar with their services and products (Hair and et. al., 2015). It is one of the mostessential functions within Travel and Tourism industry that allows different companies to attractas well as retain customers, along with gaining appropriate market share. The report below isbased on TUI AG, which is one of the most recognised travel and tourism companies in London,United Kingdom. The report covers a detailed explanation of marketing role within the firm, aswell as the marketing environment, along with discussion related to interrelationship betweenmarketing and other functional units of the organisation. Furthermore, the report coverscomparison of how different hospitality organisations use elements of Marketing Mix inachieving their objectives. In addition, the report undertakes development of a basic marketingplan to meet business objectives for TUI.TASK 1P1. Explanation of Key Roles and Responsibilities of Marketing functionMarketing is a process of ensuring that each customer within the market is familiar andattracted towards the service or product which the company is offering. It helps an organisationin communicating in niche as well as potential markets in context with their offerings andperceived benefits for customers associated with the same (Nguyen and Wait, 2015).There has been a major development witnessed within marketing concepts through theyears. These factors are discussed below:Production Concept: This concept emphasised on the idea that production within acompany must be channelised upon development of offerings that could be producedefficiently and create demand due to being affordable.Product Concept: It followed the philosophy that only those products are preferred bycustomers that are available at higher quality as well as price.Selling Concept: This focuses on the aspect that aggressive selling measures must beadopted by organisations in order to sell their offerings amongst customers.1

Marketing Concept: Customers are the central point of attraction and practice within thisconcept. This means that companies implementing this approach channelise each of theiractivities towards achieving needs and wants of customers.Societal Marketing Concept: Within this concept, companies adopt methods whereinsociety is also benefited alongside customers, through the value provided by thecompany.Additionally, there are several roles and responsibilities of marketing function withinTUI, which are explained below:Research: One of the major roles of marketing function within travel and tourismorganisations such as TUI is that it helps the firm in engaging in market research, whichundertakes research on different spectrum and areas, such as, preferences of customers,trends, technologies, etc.Brand Management: Another aspect within roles and responsibilities of marketingfunction within TUI is that it helps in managing brand of the firm. It undertakescompetitive analysis which helps the company in identifying prospects which would helpthe organisation in achieving brand equity.Product Development: This role of marketing function within TUI relates with effectivedevelopment of offerings by the company. This means, the function is responsible forproducing services that are affordable, along with perceived quality. This is done bymarketing through acquisition of feedbacks from customers, along with analysis of theoverall marketing environment (Yan and et. al., 2019).P2. Discussion of Roles and Responsibilities of Marketing related to wider organisationalcontextMarketing function is one of the crucial functions within an organisation that interrelateswith other functional units of the company. Furthermore, the roles and responsibilities ofmarketing too have appropriate relation with these units. Some of the most prominent aspectswithin the same are discussed as under:Marketing and Sales: One responsibility of marketing function related to widerorganisational context is to retain the existing customer base and to cultivate newindividuals to the organisation. It drives sales of the company due to having new2

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