Marketing Essentials for Travel and Tourism: Assignment

Added on - 18 Feb 2021

  • 13

    pages

  • 3562

    Words

  • 2

    Views

  • 0

    Downloads

Showing pages 1 to 4 of 13 pages
Marketing Essentials forTravel and Tourism
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1LO 1.................................................................................................................................................1P1 Roles and responsibilities of marketing function...................................................................1P2 How marketing is related to other functional areas...............................................................2LO 2.................................................................................................................................................3P3 Comparison of marketing mix...............................................................................................3LO 3.................................................................................................................................................8P4 Marketing plan.......................................................................................................................8CONCLUSION..............................................................................................................................10REFERENCES..............................................................................................................................11
INTRODUCTIONMarketing is an important function of every company which helps in communicatingproducts in the market and increase its market share(Pike, 2015). Marketing department hasvarious functions like providing customer service, creating brand value, promotion,advertisement, market research etc. which help company to sustain in the market by gainingcompetitive advantage. Present report is based on Thomas cook company which is a travelagency providing various packages of tours. It also provide online booking facilities. Report willinclude the roles and responsibilities of marketing function, how it is related to other functionalareas. Report will provide a comparison of 7P's of marketing which is used for achievingorganisational goals. And lastly report will produce a marketing plan to meet the objective ofcompany.LO 1P1 Roles and responsibilities of marketing functionMarketing plays an important role in the company. This department deals with exchangeof products and services(Pike, 2016). There are various functions performed by marketers whichare as follows:Collect information from markets:It is an essential element which need to beconsidered. Thomas cook company need to do market research and collect data fromcustomers like what they want? In what quantity? Price? What kind of promotion theylike? etc. This types of information is collected through market research and then used inproduction of product. Thomas cook will use this information in planning the tourpackages. It is also beneficial for company to expand in global markets because throughthe marker research they get to know about various techniques, strategies and needs ofcustomer(Kotoua, and Ilkan, 2017).Market planning:To meet the objective and goal of the company marketing departmentneed to make plans. Thomas cooks company need to make plan to increase the marketshare of the company. If the company's market share is 25% and firm want to hike itsshare by 40% than marketers need to formulate plan to increase the level of promotionand attract target market to offer the product(Pike and Ives, 2018).Product design and development:It is one of the most important function played bymarketing department of Thomas cook. They design the packages of tours as per the1
needs and purchasing power of customers. For product selling product designing is animportant element(Stanford, 2017). If company's product design is good then it isattractive and sell more. Attractive product design will encourage company in entering innew markets. Marketing department design product according to the customer andinnovate the product on regular basis due to change in external environment. This helpscompany in development of product.Branding:Every company wants that it has special product identity and name. Thomascook marketers build its brand image by providing high quality service to customers andsolving the queries of customer quickly(Mahadevan, 2018). Giving a unique identity ofbusiness which is identified easily through large group of competitors is called branding.Marketing department communicates the product to customers in such a way that itcreates brand positioning. It increases brand value of the company and creates a positiveimage.Innovation:This marketing function is beneficial for company to develop its product inthe market and generate demand. Marketers continuously innovate its product byimplementing new technologies and ideas(Vorobjovas‐Pinta and Hardy, 2016). Thomascooks also innovates its services regarding tours and travel. They analyse the market anduse technologies to provide services to customers. Innovation may lead to globalisationof company as customers will come from different country to use product or services.P2 How marketing is related to other functional areasMarketing department plays a very crucial and critical role in the organization. It isconsidered as the lifeline of the company. It has the overall responsibility of growing therevenues, capturing the large market share and generating a great profit margin by conducting anextensive market research. Apart from this, it is also responsible for identifying the customerneed and wants and attracting them(Dimanche and Andrades, 2015).Marketing department works in collaboration with other departments like HR,production, logistics, finance, research, operations etc. and help these in some or the other way toachieve the goals and the objectives and hence this link forms the backbone of the company.Marketing department with HR departmentHR has a significant role in the company. The main task of the HR department is torecruit the skilled personnels that can bring success to the organisation. While the HR2
desklib-logo
You’re reading a preview
card-image

To View Complete Document

Become a Desklib Library Member.
Subscribe to our plans

Download This Document