TABLE OF CONTENTS INTRODUCTION...........................................................................................................................1 LO 1.................................................................................................................................................1 P1 Roles and responsibilities of marketing functions.................................................................1 P2 Roles and responsibilities of marketing in wider organisational context of Cosmos............2 LO 2.................................................................................................................................................4 P3 Ways different organisation apply marketing mix to achieve business objectives................4 LO 3.................................................................................................................................................7 P4 Marketing plan for Cosmos to meet marketing objectives....................................................7 Conclusion.......................................................................................................................................9 REFERENCES..............................................................................................................................10
INTRODUCTION Marketing is an activity that company uses to promote there products and services to the potential customers with help of advertisement. For managing a business marketing plays a key role as it also includes research and development to raise the product in market. Present study is based on travel and tourism in UK. Cosmos is a UK based tour operators founded in the year 1961, headquarter at Bromley, UK and provides services related to Cosmos Tours Ltd. Study will include key roles and responsibility of marketing function and its relation with the wider organisationalcontextofCosmos.Furtherreportswillincludewaysinwhichdifferent organisations apply marketing mix in planning process so that business objectives can be achieved. Finally report include basic marketing plans for Cosmos so that it can achieve marketing objectives(Adeyinka-Ojo and Nair, 2016.) LO 1 P1 Roles and responsibilities of marketing functions The major roles and responsibility of marketing functions in Cosmos are as follows:- Identifycustomersneeds:-Majorrolethatmarketingplaysistoidentifywhat customers are actually in need. For the same they receive feedback from customers and make plans accordingly. Cosmos is having internal as well as external channels that collect different information for making strategies so that users needs can be identified to convert them into customers. This can help the company to increase there market share and create value in eyes of the customers(Adeyinka-Ojo and Nair, 2016). Monitor competition:-Another role of marketing is to track where the company position in market so that negative points can be overcome related to services and with help of innovation Cosmos can make good positioning to compete with there rivalries. Monitoring competition on continuous basis can also bring huge scope for there business in near future as it will help in improving the quality of there services time to time(Ahamed And et.al., 2016). Innovation:-It is a customers retention technique as competition is increasing it is tough for Cosmos to keep the position in market but with help of innovation Company is able to attract huge customers towards them. This continuous innovation helps in bringing newopportunityand sustainingitfor long period. Cosmosiscoming with new 1
innovative ideas to serve there customers so that any other rivalry is not able to grab there potential market. Customers have varieties of options in market and they can switch the product if better options will come. Here marketing plays a major role to retain customers of Cosmos by making innovative ideas and implementing them in there organisation. Branding:-For bringing a special identity to the product marketing plays an important role. Cosmos have made there services differentiable from the competitors as a result they have an separate identity of there offerings. This is all possible due to marketing that the services of Cosmos are recognised as a brand. It is tough for the companies to make there products differentiable as competition is very high but by having some additional features that other rivalry can not think upon can make there products recognised as a brand in market(Biełuszko and Marciszewska, 2018). Promotion:-Marketing also plays an important role in informing customers about there products and services and motivate them to try it. Cosmos is promoting there services with help of different advertising like on social media, TV, radio etc. They also do various sales promotion and believe in personal selling also. Is is important to make your products recognised in the market and all customers get aware about the actual offering because market is so wide that customers can not reach directly without having information. Company have to reach the customers and make such impression that customers can become loyal towards the offerings. Research and development:-Marketing plays a key role in research and development of products. It is essential for every organisation to identify the ways in which there productsandservicescanbecomemoreenhancedsothattheycangivetough competition to there rivalries. For the same marketing helps in bringing new technology or innovative ways so that products and services can be modified to look more attractive in eyes of customers. Cosmos is doing research time to time to get aware about the market conditions and develop there offerings accordingly(Gretzel and et.al., 2016). P2 Roles and responsibilities of marketing in wider organisational context of Cosmos Marketing is having different roles and responsibility in wider organisational context of Cosmos:- 2
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Marketing with Research and development:-Marketing plays a significant role in developing a product as it identifies the need of customers and according research and development department improve that product and services so that it can get fit to the customers needs. Both the departments work together to increase the productivity of Cosmos by giving tough competition to there rivalries. When the product and services are modified it is responsibility of marketing to re-launch the product in market and make it more attractive in eyes of the customers. This helps the Cosmos to have a huge market share and make there services so attractive that all the individuals can easily identify there offerings within the market(Kitheka and Sirima, 2019). Marketing with Finance:-Marketing plays an important role in developing the sales of Cosmos and finance department have to work closely with marketing so that they can identify the new trends in business and manage the sales promotion. For all the promotional activities it is job of finance department to provide funds as a huge cost is involved in promoting the services of Cosmos in market. Marketing is directly related to cash flow of business and for advertisement or other promotional activities it is necessary to have proper finance. Finance department also helps in making budget so that or promotional activities can take place within the funds available(Kladou and et.al., 2017). Marketing with Human resource:-When company is in need of new potential employees it is responsibility of the marketing department to attract right talent with help of different marketing strategies. People usually want to work with the firm that have a reputation in market. So marketing helps to increase the brand value in market so that employees having good skills get attracted to work with the firm. Human resource management also helps Cosmos to identify skilled employees having marketing skills so that they can make efforts in promoting there services in market. Marketing with Production:-Marketing plays a key role in production part of Cosmos. Production department is responsible for converting inputs into finished outputs. These finished products are then distributed in market with help of marketing department. Both the department are interrelated to each other as without production inputs can not be converted to products and services and to make these finished goods and services marketing is the only solution(Melo, Hernández-Maestro and Muñoz-Gallego, 2017). It 3
is role of marketing to make strategies so that all the customers are able to take services from Cosmos with help of different mediums. Marketing with Customers service:-Customer service department helps in providing services to customers and also helps in building good relationship with them by giving them services which they are need of and within the time. Marketing helps service department to reach the customers on time by providing them proper medium(Qu, Qu and Chen, 2018). LO 2 P3 Ways different organisation apply marketing mix to achieve business objectives 4 Illustration1:https://www.google.com/search? q=Marketing+mix+7ps&source=lnms&sa=X&ved=0ahUKE wiAqoXmmOTjAhXBXisKHSc8BsQQ_AUIDCgA&biw=1452 &bih=726&dpr=0.9
Marketing mix are the tools of business that firm uses to influence there customers to achieve the objective of firm. They are as follows:- Product:-Product is a item that can be tangible or intangible and satisfy need of the customers. Cosmos:-Cosmos is providing services related to tour and travel where customers are given services related to transportation, sightseeing, accommodations and also guidance. There are spectacular train rides, overnight cruise ships etc. Cosmos also provide guide facility to bring destination to life. There services strike a perfect balance when it comes to meal part and customers can relax at a comfortable, clean and attractive hotels(Zhechev, 2016). Top deck:-They are providing services for travel and tours and for the same they are giving facilities like camping, providing hotel facilities and exploring to new places. Price:-Price is the amount that customers pays for a given product. Cosmos:-Company have made a good pricing strategy as they charge from customers according the service they take. Customers can take services according to there budgets. A 250$ per person have to be paid by the customers to reserve the space and that is non-refundable. Final payment have to be done before 45 days of the vacation. If not paid the reservation is cancelled and all the pricing depends on the place where the customers are going for vacations. Top deck:-They are providing services in all possible ranges so that customers are able to afford in there low budgets also. They are also providing these services at last moment also but may be possible that charges may rise in last minute deals(Adeyinka-Ojo and Nair, 2016). Place:-It decides where the services will be available to customers so that it reaches them on right time. Cosmos:-Cosmos is providing services related to travel and tourism so they provide these services at different locations all over the world where customers actually want to take them. It depends on customers where they actually want to visit, Cosmos is ready with there services. They are taking there customers to best possible locations of Europe, US, Canada, America etc. Top deck:-They are providing these facilities for various destinations like Europe, North America, Asia, Africa etc. At all the locations company is having many partners that are providing accommodation facility so that customers can feel relaxed and is bale to enjoy the trip(Adeyinka-Ojo and Nair, 2016). 5
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Promotion:-It is communication tool for a firm with help of which customers get aware about the services that company is offering with help of advertisement or social media marketing. Cosmos:-Cosmos is promoting there services with help of different activities like doing various sales promotion or promoting with help TV, radios. These promotions helps in making customers aware about the product and they also get all the information about the services they will get. Top deck:-Company is well known in market due to its innovation and marketing strategies. They are promoting there services with help of phone through emails, Facebook and many more social media sources. There are many followers on social media that are waiting for discounts so that they can have services from Top deck(Ahamed And et.al., 2016). People:-All organisational activities depends on people who are working in the firm. Cosmos:-Company is having skilled employees and they are the strength of there business. There are guides that have full knowledge about the places where company is taking customers for tour and travel. The staff members are involved from providing transportation facility to customers and also provides good meals to them(Biełuszko and Marciszewska, 2018). Top deck:-They are having employees with innovative mind and skilled in there part to give effective services there clients. There way of presentation is very impressive and attract many customers to take different services. Process:-It includes the ways these services are provided to the customers. Cosmos:-There are different delivery channels through which Cosmos is providing these services to customers. They have parter ship with different hotels all over the world so that they can provide accommodation facility to all there clients within the budget(Gretzel and et.al., 2016). Top deck:-They plan to make things more effective and for this a proper process is implemented from attracting customers to make them feel comfortable during the tour. They are organising camps, hotels that can make them comfortable and relaxed are arranged so that customers get satisfied with the services. 6
Physical evidence:-There are various physical elements included in services provided by travel and tourism companies. Cosmos:-There are physical elements that are included when customers take services like Cosmos provide travelling facility and book tickets of customers. So here tickets and medium of travelling is the physical evidence. Top deck:-Physical evidence for services that Top deck provides is the hotels they arrange, camps that arrange, or transportation facility that they provide(Kitheka and Sirima, 2019). LO 3 P4 Marketing plan for Cosmos to meet marketing objectives Executive summary:- Cosmos is a UK based tour operators founded in the year 1961, headquarteratBromley,UKandprovidesservicesrelatedtoCosmosToursLtd(Melo, Hernández-Maestro and Muñoz-Gallego, 2017). Company have made different plans to improve there business. Company have been engaged to make new partner all over the worlds. They have improved there services by implementing services that are also available for clients having less budgets in hand. Vision:-To do what makes our customers happy and make our brand global. Mission:-To anticipate the need of our clients and make them comfortable during the services by listening to them. Objectives:- To make the services recognised in eyes of customers by doing right things. Learn from the mistakes and face all the challenges to make the clients happy with the services. SWOT Analysis:- Strength:- Strength of the Cosmos is there employees as they are having good skills to make customers attracted towards them. They are having good partnership with different hotels all over the world. 7
Theyarehavinggoodtransportationfacility,accommodationandalsohave knowledgable guides. Weaknesses:- Have to work on infrastructure as competitors are having much better infrastructure as compared to Cosmos. Information must be available online in detailed manner as website is not having that much details(Qu, Qu and Chen, 2018). Opportunity:- Should have knowledge bout the leading hotels and have partnership with them as it can increase there value in market. Get aware about the rules and regulations of other country. Threats:- There is a huge competition in market and other travel industry can grab market before cosmos will be able to do. Lack of facilities in other countries can discourage the clients. Marketing mix of Cosmos:- Product:-Cosmos is providing services to customers related to transportation, sightseeing, accommodations and also guidance. Price:-Company have made a good pricing strategy as they charge from customers according the service they take and according to there budget. Place:-Cosmos is providing services at different locations all over the world where customers actually want to take them. Promotion:-Cosmos is promoting there services with help of TV, radios and also on social media(Zhechev, 2016).. People:-Company is having skilled employees that are the strength of there business. There are guides that have full knowledge about the places where company is taking customers for tour and travel. Process:-There are different delivery channels and have partnership with different hotels all over the world so that they can provide accommodation facility to all there clients within the budget. 8
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Physical evidence:-There are physical elements that are included when customers take services like Cosmos provide travelling facility and book tickets of customers(Kladou and et.al., 2017). Budget:- Basiscost Research and development£2000 Administrative cost£2500 Travelling cost£3000 Accommodation cost£1000 Total cost£7500 Monitoring and evaluation:- Bench marking is the practise that helps the company to improve there performance. Cosmos have set bench mark which they are trying to reach so that they can improve there business performance. Conclusion From the above report it have been concluded that marketing essentials plays an important role to raise business of Cosmos. There are major roles and responsibilities of marketing functions with respect to the firm. All departments are interrelated to marketing and also depends on it. Marketing mix helps the company Cosmos in developing product and services that can help in achieving the objective of the company.Finally reports concludes about the marketing plan of cosmos that helps in monitoring there business to achieve the target of the firm. 9
REFERENCES Books and Journals Adeyinka-Ojo, S. and Nair, V., 2016. Destination Branding Framework in Tourism Research: A State-of-the-Art Gap Analysis. Adeyinka-Ojo, S. and Nair, V., 2016. Destination Branding Framework in Tourism Research: A State-of-the-Art Gap Analysis. Ahamed, I. And et.al., 2016. Prospects of E-Tourism Ecosystem in Bangladesh: Services and Infrastructure. Biełuszko, K. and Marciszewska, B., 2018. Room Rate Parity vs. Rate Fences in the Context of Price Discrimination Theory: the Case of the Polish Hospitality Market. Argumenta Oeconomica, (2 (41)). pp.113-133. Gretzel, U. and et.al., 2016. Tourism disaster resilience scorecard for destinations (TDRSD): the case of Manta. Ecuador. International Journal of Tourism Cities. Kitheka, B. and Sirima, A., 2019. 15 Tourism governance and organisational infrastructure in the East African Community. Positive Tourism in Africa. Kladou, S. and et.al., 2017. The role of brand elements in destination branding.Journal of Destination Marketing & Management.6(4). pp.426-435. Melo,A.J.,Hernández-Maestro,R.M.andMuñoz-Gallego,P.A.,2017.Servicequality perceptions, online visibility, and business performance in rural lodging establishments. Journal of Travel Research. 56(2), pp.250-262. Qu, Y., Qu, H. and Chen, G., 2018. Market segmentation for a leverage revitalization of China’s inbound tourism: the case of US leisure tourists. Current Issues in Tourism. 21(6). pp.646- 662. Zhechev, V., 2016. Integrated marketing communications of hotel chains. The Routledge Handbook of Hotel Chain Management. p.274. Marketingmix.2019.[ONLINE].Available.Through<https://www.google.com/search? q=Marketing+mix+7ps&source=lnms&sa=X&ved=0ahUKEwiAqoXmmOTjAhXBXisKHSc8Bs QQ_AUIDCgA&biw=1452&bih=726&dpr=0.9> 10