Marketing Essentials for Travel and Tourism

Marketing Essentials for
Travel and Tourism

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
P1 Explaining roles and responsibilities of marketing function within Thomas Cook...............1
P2 Discussing how roles and accountabilities of marketing relate to wider organizational
context..........................................................................................................................................3
LO 2.................................................................................................................................................4
P3 Comparing the ways in which different organization apply the marketing mix....................4
LO 3.................................................................................................................................................6
P4 Marketing plan........................................................................................................................6
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is defined as procedure of selling and promoting a product or services in
market, which help to satisfy the needs and fulfill the expectations of customers (Abou-Shouk
and Soliman, 2021). This process contribute to increase sales and bring many advantages for
companies. By combining current and future marketing trends, in recent time organizations
gaining a lot of benefits. The current assignment will be based on Thomas Cook, which included
in category of leading travel agencies in the UK. Brand offers the best and unforgettable travel
services to its customers and other people as well. The study will explain accountabilities and
roles of marketing function in firm and also define how it relates to wider organizational context.
Furthermore, the assignment will justify a comparative form in context of two companies that
apply marketing mix to achieve their business objectives. The report will clarify basic marketing
plan in regard to firm to meet its marketing objective.
LO 1
P1 Explaining roles and responsibilities of marketing function within Thomas Cook
Marketing function or department within any company, play a vital role in term of
developing effective plans, strategies and promoting a product or service in market by using the
most influencing tools (Davila and Ditillo, 2017). The department has different roles and
responsibilities within the organization that are;
Roles-
Identify customers-
The most significant role of marketing function within chosen company is to determine
potential and right customers for its travel services (Iglesias and et.al., 2020). They identify
people who are interested in exiting offers of Thomas Cook and seeks to use from longer period
of time. By determining prospects buyers, they support firm in term of selling offers, products
and services which in return enhance experience and satisfactory level of each traveler.
Retain buyers-
Marketing department play another role in firm by retaining potential travelers and
gaining attention of new, which turns into increasing customer base of company. They create
value for individual consumer by conducting effective communication practice via digital
marketing sources such as Facebook, Twitter etc. After determining right buyers, marketing
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function contribute to retain them, which is actually very essential for organization in term of
increasing strong customer base. Thomas cook Group is using this principle to influencing
number of employees and getting the work done effectively which can help to develop the
organizational performance.
Market research-
Furthermore, they also conduct market research in systematic and productive manner to
gather useful and beneficial information that may relate to customers, rivals, key market trends
etc. By conducting detail market investigation, the function help to reduce uncertainty around
decisions which management may made to promote and sell items (Søilen, 2017). Market
research help marketing team to define its target customers and business growth opportunities.
Accountabilities-
Monitor competitors-
Marketing function is responsible for major activities, for example, they accountable to
monitor rivals and their actions. It provides many benefits to Thomas Cook, in term of collecting
important information about competitors and identifying what they plan to offer for increasing
their sales. There are varied types of tools, models and approaches accessible in the business
world, which department may use to monitor its rivals and collect data about their tactics.
Generate brand awareness-
Along with above, they have a huge accountability in context of company, which drives
their attention towards taking use of new methods that help to generate brand awareness at
international level. It allows administration to make their venture viable and profitable within
Travel and Tourism sector against its rivals (Abou-Shouk and Soliman, 2021). By using
customer loyalty programs, arranging events and campaigns, marketing department helps
company in term of generating brand awareness, which contribute to increase customer base.
Product promotion planing-
Marketing department is accountable to create appropriate plan which they may use to
promote travel services of Thomas Cook at global level. Planing is the key elements that
contributes in success and growth of company in effective manner. Marketing section is
responsible to create content that influence each customer and gain their attention towards travel
service purchase. It included several activities, practices and require hard work to make
everything perfect.
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