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. 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 1
function contribute to retain them, which is actually very essential for organization in term of increasing strong customer base. 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. 2
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P2 Discussing how roles and accountabilities of marketing relate to wider organizational context The above roles and responsibilities of marketing department is related to Thomas Cook in term of collaboration, which they conduct with varied functional units. Marketing collaborate with HRM- Both departments work together for commercial purpose. Marketing department by conducting market research gain benefit in term of key customer's information. Furthermore, it enables section to collect data about job requirements in market, which they may share with human resource department. This role is interrelated with organizational context in form of sharing benefits with HRM. It enables HR manager to develop plan in context of employees requirements accordingly. The collaboration provides valuable benefits to company as well in term of increasing workforce and productivity while operating in its sector. Marketing coordinate with IT- Marketing department collaborate and coordinate with other functional departments as well along with above, which in return maximize productivity and profitability of Thomas Cook They both coordinate with each other in term of providing support, for example IT support marketing section to solve their technical issues as they are able to handle these problems. Information technology team have knowledge about how to update system and use it in manageable manner. It enables department to promote and advertise services at global level, where potential travelers are seeking to get best travel offer. Interrelation between marketing and finance department- Marketing section is responsible to promote Thomas Cook services in market, which gain benefits and these benefits are interrelated to wider organizational context in term of giving chance to finance department for managing overall account of firm which has increased after service launch (Krizanova and et.al., 2019). Collaboration and coordination between these two departments contribute to increase sales, profits margin and productivity of firm. Importance of interrelationships between marketing and other departments- From above discussion, it can be analyzed that interrelationship between marketing & other functional department is quite beneficial and essential for company as it enhance customer satisfactory and experience level after obtaining services of Thomas Cook. Interrelation of these sections provide organization chance to generate more revenue, gain competitive edge and hold its position in sector for longer. It enables firm to achieve set aims and objectives in effective 3
manner, which is not possible for each brand to do. Furthermore, along with above advantages, interconnection between marketing and other sections provides benefit in term of accomplishing functional and operational activities that may conduct at workplace. It can be said that interrelation of these departments relay on the basis of dependency, which allow each of them to completedaily work and providedesirableoutcomes.It helpstoincreasethe speedof understanding, working and completing work. LO 2 P3 Comparing the ways in which different organization apply the marketing mix ParticularsThomas CookTUI ProductsThe company deal with different types of holiday packages, provide luxurious destination,hotels,mobilesitesand insurance services to their customers. It offers high quality tour package to theircustomers.Itoffersproduces online and then sells to wholesalers who can easily sell to different retailers as well. PriceThomas Cook uses half-way premium pricing strategy in order to attract right customers. Further, during off seasons, it also provides good discounts to meet target(PolatandArslan,2019).In additiontothis,tourpackagesofa company is also available at reasonable rates. It uses premium pricing strategy which encourages customers to purchase the products.Also,itprovidesdifferent offers and discounts to their customer during on and off seasons that helps to gainhighcompetition.Thisinturn assist business to enhance the overall brand image. PlaceCurrently, company have its location at 223 different places in85 cities. It also deals online as well as offline. Recently, thecompanyalsoacquiredholiday lifestyle company as well as Sterling Holiday resorts. Itusesownoutletsthathasbeen established in UK and other nation, to offer travel services to target customers. Furthermore,ithas1200franchise partners and 1600 travel outlets where skilled applicants are offering the best offerstocustomers.Throughthese distribution methods, firm satisfy each 4
traveler, which is quite beneficial for organization growth. PromotionIt uses both modern and traditional form of marketing tools such as launch ads in magazines,newspaper,YouTube,TV and Internet. It also sponsors big events in order to increase its brand visibility. In contrast to Thomas cook, TUI uses multiple media sources such as social mediaetc,inordertopromoteits services and new offers at international level.Itusestraditionalmarketing sources as well in term of advertising servicesthrough televisionand radio, whichisquitebeneficialinformof promoting offers quickly. PeopleBeing a big service brand, it focuses upontheircustomersandemployees. Another key people includes in its sales team or tour guides (Blut, Teller and Floh, 2018). In order to gain competitive advantages, companyfocusedonincreasing productivity for which they plan to hire newpeopleandtrainexisting employees. All the current workers have been trained in persuasive approaches, which in return increase their abilities andskillsthattheyused toimprove brandimageandboostperformance level in Travel & Tourism sector. ProcessIt has a good process such that during enquiry, customization is done as per customer requirement. It also ensures all partnersinordertodeliverbest experience to their customers. This is considered as a backbone process for a firm. In term of process, TUI has installed varied systems at workplace that help to makeallservicesaccessiblefor travelers. The action that firm has taken contributetoincreasecustomer satisfactorylevel.Furthermore,along with this act, company also implement online service system. PhysicalCurrently,companyhasmorethanTo show existence in industry, TUI uses 5
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evidence32000 hotels in India and 15000 outside India. It also merchandises like bags, pens,books,capsthatshowsasa physical evidence. billboardandadvertiseitsservices through social media pages where it has created official accounts. LO 3 P4 Marketing plan Executive summary The marketing plan is based upon Thomas Cook who offer a tour package to visit South India with many benefits. The plan covers situation analysis in which pest and swot conducted that helps to determine the internal and external factors that may affect the new package. Also, the plan provides competitive analysis in which two or more companies has been compared in order to differentiate itself. Moreover, with the help of marketing mix, company determined marketing strategy which helps to promote business products. Lastly, budget has been defined, along with monitoring, reviewing. Company overview Thomas Cook is a British global travel whose headquarter is in UK. The quoted firm is operating at global level with more than 21000 employees. Currently the company is highly affected due to pandemic because of decreases in tourists. Therefore, to attract visitors, chosen group will offer new travel packaging which covers South India for 7 days. In this travel package, company benefited customers by offering free lunch every day, along with spa and luxurious accommodation services. This in turn assists firm to raise the financial service and come back on competition as well. Vision:To become a leader of travel agency. Mission:To offer exceptional service to all people. Situational analysis In order to analyze the external environment of a company, Pestle analysis will be used which is as mentioned below: Political factor:Fluctuation in the political factor affected the performance of a company in negative manner. Also, due to terrorism attack and pandemic decrease traveling and this affect the business in negative manner (Othman and Jamal, 2017). That is why, Thomas Cook chooses 6
India as a destination because has a stable political condition and tourists will also enjoy the place as well. Economic factor:The factor deals with economy of a country, as per the current scenario every country have low economy due to pandemic crisis. Therefore, offering such package will help to provide employment opportunities to many people. Apart from this, due to inflation rate company's performance is also affected in negative manner, that is why company have to develop strategies. Social factor:Travel and tourism sector is completely relied upon people's perception and therefore, company decide their packages by considering disposable income of people. Moreover, there is an increasing demand of travel and to meet the same, Thomas Cook keep offered new travel package in order to attract customers. Technological factor:This somehow affect the business in negative manner because people use Internet which has allowed people to search plans as per their desired (Visentin and Bertocchi, 2019). Therefore, to keep it in mind, Thomas Cook also offered online services that attract customers. Legal factor:The company is operating at global level and that is why, company complies with different laws and regulations that helps in smooth functioning of a business. Further, while designing travel packages, firm ensured that it adhere with health and safety laws, employment law, intellectual property etc. Environmental factor:Sudden change in the climate might affect the tour package in opposite manner. Also, company must complied with sustainability act in order to minimize the impact of environment upon company. To examine how the micro environment factor affect the internal environment of a company, SWOT framework will be used. Such as: StrengthWeakness Ithasastrongbrandimageand considered one of the leading leisure travel agencies in UK. It has a strong financial position that helps to manage business (Aksu and BAYAR, 2019). It occupied a limited market share due to intense competition. Duetoeconomicslowdown,travel agency have experienced a huge break down of tourist. 7
The offer and prices of Thomas Cook areaffordableandaccessibleas compared to others. OpportunitiesThreats Having a strong financial performance, companybecomethelargesttravel agency within Europe and UK. In order to expand business, quoted firm also boost its share prices. It has to invest within technologies in order to boost up their performance. Uncertaintyinairlineindustryis consideredasthebiggestthreatfor Thomas Cook (Bhargav, 2017). Strong competition in market is also affectedthebusinessinopposite manner. Competitive analysis ParticularsThomas CookTUI Products/servicesThecompanyoffereddifferent travelandtourismpackagesto their customers by analyzing the demandofcustomers.Also,it dealsininsuranceservicesfor personalaccidents,medical expenses. Further, it offers site tours, hotels and cruise facilities as well. The services offered by TUI is easytouseanditdesigned packagesthrougheffective market research. PriceIt adopted mid-premium pricing strategy Itusescompetitivepricing strategy to attract customers. Promotional ToolUsesonlymodernformof promotional tools which includes social media, offers, discounts. Itusesbothtraditionaland modern form of marketing tool i.e.TVads,socialmedia, newspaper, magazine. 8
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USPDealingatdifferentareasis considered its USP and also offer all-inclusive holiday packages. Offer inclusive holiday package is USP. Segmentation:Company uses demographic segmentation in which it will target people from 30 to 55 age group. This in turn assists to attract range of people towards it and also promote the tour package as well. Targeting:It will use differentiated marketing in which specific group market will be targeted. Positioning:Including differentservice (free of cost) withintour packagewill consider positioning for Thomas Cook. Marketing mix Product/service:Thomas Cook will offer new tour package of India for 7 days. In this, differentserviceswillincludessuchastraveling,spa,rides,lunch,luxurious accommodation etc. Place:Currently the company is in UK, but the tour package is belongs to India. Also, people from different country will enjoy the services (Camilleri, 2018). Price:In order to launch the new package, company will use penetration pricing strategy in which low rates will be offered that helps to attract customers. As people are also ready to buy packages because of attractive benefits. Promotion:In order to promote the new package into market, Thomas Cook uses only modern form of marketing which includes post, blogs and use of digital marketing. Also, company keep post upon Facebook regards to new tour package that helps to attract customers. People:To launch tour package successfully, there are key people who contributed such as employee, customers, board of directors, suppliers etc, Process:The process of new tour package is simple to use such that people will easily enjoy the offered services. Like, they can pay amount in installment and this simple process attract customers. Physicalevidence:Building,logos,brochure,postofFacebook,employeesand customers are considered as a physical evidence. Budget 9
ParticularsAmount (£) Personnel120 Traveling200 Accommodation service300 Stationary80 Promotion expenses200 Miscellaneous expenses450 Total1350 Monitoring and review It is necessary to monitor and review the entire marketing plan quarterly. For that, quoted business will use benchmarking tools in which specific goal will be definedfor each quarter in order to identify the performance. Also, marketing manager should ensure to review the performance at each quarter, if there is no increment in sales, then modifications can be done to attain the set objectives. CONCLUSION By summing up above analysis, it has been concluded that marketing department by creating effective tactics and using beneficial approaches has increased profits margin of company and also enlarge its customer base, which is very essential to maximize in context of gaining competitive edge. Furthermore, from above discussion, it has been identified that by conducting market research and utilizing social media channels like Facebook, Instagram etc. marketing section has contributed to generate excellent brand image. Moreover, by collaborating and working with HRM, Customer service department, IT and finance section, they enhanced the productivity of firm even better than last few months or years. It has been determined that by applying suitable and effective marketing tactics, both companies are gaining benefits and attracting as well as retaining customers for longer period. Through marketing plan, organization has successfully achieved its marketing objectives because it has used varied approaches and techniques to achieve these. 10
REFERENCES Books and Journals Abou-Shouk, M. and Soliman, M., 2021. The impact of gamification adoption intention on brandawarenessandloyaltyintourism:Themediatingeffectofcustomer engagement.Journal of Destination Marketing & Management. 20. p.100559. Aksu, A. and BAYAR, K., 2019. Development of Health Tourism in Turkey: SWOT Analysis of Antalya Province.Journal of Tourism Management Research.6(2). pp.134-154. Bhargav, S., 2017. A study on marketing mix of hospitality industry.Journal Homepage: http://www. ijmra. Us.7(9). Blut, M., Teller, C. and Floh, A., 2018. Testing retail marketing-mix effects on patronage: A meta-analysis.Journal of Retailing.94(2). pp.113-135. Camilleri, M. A., 2018. Tourism supply and demand. InTravel marketing, tourism economics and the airline product(pp. 139-154). Springer, Cham. Davila, A. and Ditillo, A., 2017. Management control systems for creative teams: Managing stylisticcreativityinfashioncompanies.JournalofManagementAccounting Research.29(3). pp.27-47. Iglesias, O. and et.al., 2020. Co-creation: A key link between corporate social responsibility, customer trust, and customer loyalty.Journal of Business Ethics.163(1). pp.151-166. Krizanova, A. and et.al., 2019. The effectiveness of marketing communication and importance of its evaluation in an online environment.Sustainability.11(24). p.7016. Othman, N. and Jamal, S. A., 2017. Innovative system indicators for Islamic tourism using C- PEST factors.Journal of Tourism & Hospitalilty.6(4). pp.2167-0269. Polat, H. A. and Arslan, A., 2019. The rise of popular tourism in the Holy Land: Thomas Cook andJohnMasonCook'senterpriseskillsthatshapedthetravelindustry.Tourism Management.75. pp.231-244. Søilen, K. S., 2017. Why care about competitive intelligence and market intelligence? The case of Ericsson and the Swedish Cellulose Company.Journal of Intelligence Studies in Business. 7(2). Visentin, F. and Bertocchi, D., 2019. Venice: an analysis of tourism excesses in an overtourism icon.Overtourism: Excesses, discontents and measures in travel and tourism, pp.18-38. 11
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