Marketing Essentials for Travel and Tourism

ICON College of Technology and Management
Department of Travel & Tourism Management
BTEC HND in Travel and Tourism Management
Coursework
Marketing Essentials for Travel and Tourism
Tutor: Carlos Gomez
Submitted by Mihaela Cucos
ID No: 16441
Session: September 2019
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Table of Contents
INTRODUCTION...........................................................................................................................1
LO1..................................................................................................................................................2
P1 : Define marketing and examine the development of marketing concepts and explore the
key roles and responsibilities of the marketing function...........................................................2
P2: Discuss how roles and responsibilities of marketing relate to the wider organisational
context.........................................................................................................................................3
P3: Compare the ways in which different travel and tourism organisations apply the marketing
mix to the marketing planning process to achieve business objectives......................................5
LO3..................................................................................................................................................7
P4: Produce a basic marketing plan for a travel and tourism organisation to meet marketing
objectives organisation................................................................................................................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
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INTRODUCTION
The term marketing is essential for every business organisation in order to carry forward their
business activities. This helps the business in identifying what exactly their customers demands
and how their needs and wants can be satisfied. Marketing is referred to as the activities which
an organisation undertakes in order to buy or sell their products or services. This includes various
activities such as promoting, selling, advertising of the products in the market place. In this
present report, the selected organization is Ritz London Hotel which is a travel and tourism
organisation that is located in London. This assignment covers the study about the roles and
responsibilities of the marketing along with their interdependence on other functional unit in the
organisation. Moreover, the study also considers the concepts of marketing mix which supports
the association in gaining their vision and mission within a short duration of time. Apart from
this, the project focuses on the preparation of the marketing plan for the business of Ritz London
Hotel so that the organisation can expand their business in the most effective manner by
achieving a competitive advantage over their rivals.
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LO1
P1 : Define marketing and examine the development of marketing concepts and explore the key
roles and responsibilities of the marketing function
Marketing is the term refereed to as the process of promoting and selling products and services.
The concepts of marketing had been developed to a large extent and it focuses upon finding
appropriate products for customers in place of finding right customers for the company's
products. Marketing concepts has been evaluated to a large extent such as in production concept,
consumers prefers such products which are inexpensive and are widely available. In product
concept, customers prefer such products that is of better quality and has certain innovative
features. In selling concept, consumers indulge in appropriate selling and certain promotional
tools for encouraging more purchasing. In customer concept, an organisation focuses upon
individual customers and provide them certain offers and services.
This is also coined as the survey and management of the dealing with relationship. Marketing
within the organisation foster their significance importance as this assist the business with the
current market situations and demand. There are various functions related to the marketing which
are to be performed in the association so that the business can accomplish their goals and
objectives on time. For executing these functions, there are various roles and responsibilities
which is required to be operated within the business so that organisation can attain a sustainable
development(Babin and Zikmund, 2015). Below mentioned are the key duties and
responsibilities of the marketing function which the manager of the Ritz London Hotel is
requisite to perform under their organisation:
Formulating marketing strategies: The functioning of the business starts with the formulation
of the strategies. The company of the Ritz London Hotel has been established with the purpose to
attain certain goals so that the manager of the business can focus on formulating the strategies
which are flexible and easily understood by everyone so that the accomplishment of the objective
can be done significantly.
Market research: Evaluating the market and its demand is the core responsibility of marketing
function which will help the manager of the Ritz London Hotel in identifying what exactly is the
expectation and demand of their potential customers so that the product can be avail in the
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