Marketing Essentials for Travel and Tourism

Marketing Essentials for
Travel and Tourism
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Table of Contents
INTRODUCTION...........................................................................................................................3
MAINBODY....................................................................................................................................3
TASK 1............................................................................................................................................3
P1 Explain the key roles and responsibilities of marketing function..........................................3
P2 Explain how roles and responsibilities of marketing relate to the other organisational
departments. ...............................................................................................................................5
TASK 2............................................................................................................................................6
P3 Compare the ways in which different tourism organisations apply the marketing mix to the
marketing planning process to achieve business objectives.......................................................6
TASK 3............................................................................................................................................8
P4 Produce a basic marketing plan for a travel and tourism organisation to meet marketing
objectives of the organisation......................................................................................................8
CONCLUSION..............................................................................................................................11
REFERENCES .............................................................................................................................12
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INTRODUCTION
Marketing is the sale, advertising and publicity of the product. The approach of
marketing begins with the product or service designed, produced and being ready for the sale
and delivery to the customers. The approach of marketing is to focus on certain things like right
customer segment, designing and developing of the product which is required by the customers
segment, by communicating the benefits of the product to the customers and gaining profits in
return (Allis and Fraga, 2018). Topdeck Travel is the tour operator company founded in the year
1973. It provides trip for the customers between the age group of 18 to 40 throughout North
America, Europe, Africa, Australia, Asia and Egypt. This report covers about key roles and
responsibilities of the marketing functions. Then it covers how these roles and responsibilities of
marketing relate to the other organisational context and comparison of the ways in which
different tourism companies apply marketing mix to the marketing planning process. Lastly,
report includes a marketing plan for the tour and travel organisation to meet the marketing
objectives.
MAINBODY
TASK 1
P1 Explain the key roles and responsibilities of marketing function.
Marketing refers to the sum total of the all activities that is performed by the companies
in order to promote the goods and services. The marketing has been performs the various roles
and responsibilities for the operations of the business for the purpose of generating high
revenues and profit maximization so hat it leads to longer sustainability and success. Some of
the roles and responsibilities are explained below:
 Attainment of customer satisfaction: The marketing department is concerned with the
customers satisfaction by fulfilling their demand and requirements with the support of
analysis of the feedback that is obtained through intermediaries and something with the
direct interaction survey. This information is used by marketing departments so that they
can implement the changes in order to improve the product and services which will attain
and provides the optimum level of satisfaction to the customers (Chankoson, 2020). The
department should focus on making the advancements as the per the dynamic business
environment as with the change, customers expectation and needs also get increased. I
context to Topdeck traveller company, that used to get the feedback from the customers
through many ways such as questionnaire, online survey and direct interaction that help
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them to know about the shortcomings in the products and services that is being offered
by the company and this provide support in to make the strategies for the improvements
in the services.
 Promotional strategies: This department is also engaged in formulation and
implementation of the strategies that is promoting the goods and services that is based
on the analysis of the potential and existing customers (Cowan, 2019). This promotional
decision are generally includes various methods, target customers, budget allocation
etc. In relation to the Topdeck traveller company, they are promoting their goods and
services on the various platforms such as TV ads, print advertisements, banners, social
media marketing and search engine optimization etc. which will help the organisation to
attract and retain the large number of customers base.
 Brand building: This is refers to the development of the image of the brand in front of the
customers, and for this marketing department is responsible that helps the organisation
to build its brand through the wide rage and high quality of the product and services who
are being sold to the customers. Brand building is refers to the essential element for the
organisation to attract and retain the customer for the longer period of time. In relation to
the Topdeck company, the organisation is making the efforts in providing the excellent
services while travelling along with the great after services so that strong image can be
build among the customers that help in to longer sustainability and success.
 Marketing channel: This is refers to the channel or system that ensures the distribution
of the products and services to the customers. Marketing department also decides the
way and number of intermediaries that the organisation is like to involve in the
distribution of the product to the final customers. This depends upon the size of the
market in which company is operating. In context to the Topdeck company, this is
multinational traveller, which offers 330 different tours to the 65 countries, this has been
used both direct selling as well as through agencies (Dixit, K.H and Loo, 2019).
 Identification of target market: This departments also plays the very vital role in
identifying the target market through the analysing the features of the product and its
suitability for the category of people. This helps in to segment the market and
development of the marketing strategies for the particular segments, in relation to the
Topdeck company, they has been focused on the people aged between 18 to 39 as
those are physical fit to travel across the world.
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