Marketing Analysis of Topdeck's Travel Industry

This assignment requires a detailed analysis of Topdeck's marketing strategy in the travel industry. The company provides best travel trips on phones, with a price of around $2166. The target market is segmented based on geographic location, with a focus on European customers. Positioning is also considered, with a emphasis on pricing. The assignment includes references to relevant books and journals for further reading.

Marketing Essentials for
Travel and Tourism

Table of Contents
INTRODUCTION...........................................................................................................................3
P1 Roles and responsibility of the marketing function....................................................................3
P2. Interrelationship between marketing and other functions.....................................................5
P3 marketing mix to the marketing planning process with different travel tourism organisation
.....................................................................................................................................................7
P4 Marketing plan for a travel and tourism ...............................................................................9
Conclusion ....................................................................................................................................10
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing is the study of promoting, advertising and selling the products and services to
customers. Marketing is reach of product and services through the help or promotion,
advertisement of product to customer(Uncles, 2018). Selling and distributing of the good and
services to promote the product in the market. In this project travel and tourism company is
Topdeck travel tourism company is a tour operator and also providing trips and make packages
for the customers throughout the Europe, Asian, north America, Africa, middle east, Egypt.
Topdeck also offers 330 different tours in 65 countries. Topdeck was founded in 1973 was a
London based travel and tourism company provide trips for people under the age background of
18 to 39 years and provide the trips in the buses the first trip of the company was to Spain to
Morocco. In 2005 an important hotel programme was introduced for all the budgets. Also,
introduced group trips under the banner of “EXPLORER” was launched in 2007. Top deck also
earned some awards throughout in there carrier they won the award as favourite big tour
operator and favourite big operator in west Europe as well. This report will highlight the role and
responsibility of topdeck in reference of there marketing functions and marketing mix and
comparison with other market competitors.
P1 Roles and responsibility of the marketing function
Marketing is an essential is part of the organization. Topdeck as a travel tourism
company marketing player a vital role in the advertisement and promotion to promote topdeck
tours and trips as they provide in the market. Marketing functions has some role and
responsibility which are as follows:
1. Research: is major function of marketing , in topdeck as they have competitors like
travelodge and premium tours there research is the prime role in marketing function and
responsible for the marketing of the product and service in the market. Top deck research
target there audience in research on them. Research is where they emphasize on the
buying trends and what people follow in the current time, what they are picking as a
customer and what they are rejecting at the same time this need to be researched by the
topdeck marketing functions. In marketing research topdeck requires the future trends in
the market and the also set campaigns for the customers needs and what are on to at this
time. What customer looking for and here topdeck research and campaign for upcoming

seasons trends like if people is looking for summer holidays also they must be searching
beach destinations .
2. Packaging : Along with research is a impact role and responsibility there is always a
question rise that what customers actually looking for, in tours and travels organization
topdeck logos is made according to customers attractions. They print and design there
packages and there billboards on the streets of London to just get attention of customer
about there new packages by some pickup line they use on the boards. They also conduct
market research to find the preliminary version and if that version receive most positive
feedback from there research market and topdeck also sets price of there product and
services where topdeck business make more profits.
3. Transportation: In tours and travels transportation has its impact on business as topdeck
as in tours and travel business who also provide the trips like road trips so they need a
proper transplantation (Pike, 2015). When customers are looking for road trip as and
there holiday so they want they best and comfortable rides in there whole road trip time
so top deck select some best rides like buses for group of peoples. In modern times solo
ride is very famous these days so they pick some excellent bikes and cars which are not
costly to them and customers as well. They deliver product which have an impact on the
marketing campaigns.
4. Risk assessment and quality control : risk is that factors which stays in the business every
time and in the every aspect of the business in travel tourism business organization
emphasizes on the customer comfort, satisfaction and meeting their needs according to
them.(Sharp, 2016) Quality control and risk assessment are the main aspect in the
marketing for travel business. Topdeck risk assessment is on the according to customers
requirement if they did not fulfill customers need then they have major disagreement and
loos in the business Risk assessment is looking for those variable which may affect the
sales of the organization. Quality control is the check of the product that stands against in
the market where topdeck has some intense competition like travelodge where they both
set different scale of there quality. It involves standards and set standards for product
grading in the market for the customers,.

P2. Interrelationship between marketing and other functions
Interrelationship between marketing human resources- marketing and human resources
are the same as they have different working cultures styles, marketing is all about product and
details but the human resources Is about the employees who are working in the organisation.
Employer marketing and branding- with the strong mission and vision of the company everyone
wants to work with the organisation in topdeck the marketing styles influence they believe that
product and services are not the only part of our company which need promotions especially
when we want to work in that environment where we can have the best and the top talent outside
of the company(Perreault, 2018). Branding of the logo of the company concludes the vision of
the company.
Attracting the right talent- By means of attracting the fresh talent where topdeck company has
some tight budgets they need to sign and appoint the best among rest. As company deals with the
tours and travels business where they have build such strong websites and for that they need
developers, software engineers and creative artist for there application and for online market.
Keeping people happy- promotion of the product and services of the company where they
promise about many things in their trips and travel set-ups if somewhere they did not complete
what they promise they will lose their customers trust and when customers disappointment did
not on to the mark ultimately topdeck will fall just like that if topdeck fails to satisfy their
employees and if they promise the work environment that topdeck can't offer then they surely
will hurt the morale of the employees. While image of this feature in the company will ultimately
breakdown and company will see the fall down in the working of the employees.
Keeping up with the change- change with employees expectations and change with the
environment as well(Okumus and Cetin, 2018). Company need to stay on top of the trends, like
salary data a;so company need to know that the benefits and competitors are providing.
Interrelationship between marketing and finance- accounts and marketing work very closely with
each other as they have many activities that are interrelated with marketing and the account's
department. Business as well as efficiency of sales promotions initiated by the marketing of
topdeck work with proper financing of the future endeavours in marketing of their product and
services, if the marketing might have successes in the form of gross sales and if the account's
department found that whole marketing cost too high as accordance of the sales.

Accounting department and financial statements- accounts departments is responsible for all the
facts and figures of the topdeck when they suffer lose when they have profits, how much money
they spent on the marketing and promoting activities of the organisation. Expenses of the
company can make budget quite weak(Rowley, 2016). If budget of a company can not give the
proper and required budget to the company then they suffer the marketing program of the
top[deck. Topdeck is in the tours and travel business where they need more money investment in
the marketing of the products and packages which they provide to the costumers so there must be
some availability of funds by the finance department if they do not carry the fund and when they
need ultimately they fall.
Market reports- the marketing departments of a company advertise and promote there sales. This
include direct investments on the advertisements' activity of the tours and packages of the
company and this need a proper attention on their finance activities as they promote on the high
level. Determining strategies for sales that work for the company itself(Malhotra, 2015). With
limited budget marketing always looking for the best way to promote their products among
customers.
Ratio analysis- ratios are always helpful for the management which tells that which shows the
relationship of the sales and costs(Lane, 2016). Gross ratio tells the net ratio and the actual ratio
of the company sales after cutting the cost of the marketing, promotion and activity. Marketing
of the product expenses are changes but the actual sales remain constant sometimes because of
marketing are indefinite this called ratio analysis.
Considerations- marketing and accounting department of topdeck work very closely as they run
the tours and travels business where they have to take care of investments and funds for every
department for making a successful campaign are successful(Purvis, 2015). Accounts department
measures all the activities related to the fund of the marketing activities like promotions and all
and also the efficiency of the budgets that have been utilized.
Interrelationship between marketing and research and development- all the business of the
topdeck is on research and development team work closely with the marketing department.
Marketing requires the promotion and advertisement and here research and development
department role play there major part of creative ideas where they need new suggestions and
ideas to promote the tours and travels packages and new trips with existing offers they give to
customers.

Marketing research- process of gathering, collecting and analysing the data of customers as they
are doing research activities they perform. Understanding the data of customers and reviewing
the changes before it actually changes. Topdeck have some incredible staff who operate by the
research work as they notice the need of the customers like what kind of the actual trips and
packages they want from the company for them to create. Conducting the survey for the
customers to take the feedback on the trips taken by the existing customers.
Marketing strategies- it involves putting all information through marketing research to work.
Plans and strategies are made for the marketing team by the research team that marketing has to
do promotion of those products which have good scope in the market and from that area we can
make customers and built our respect and business in the market. Marketing strategies helps the
marketing team to promote and advertise in the same section to gather more customer attraction.
Topdeck is company that set the needs of the customer and also make a good relationship with
these customers(Lane, 2016) . Strategy take consideration the budget that company have
available.
Benefits of the research marketing with marketing strategy has many benefits for business to be
successful in the business Topdeck evolves its research development and marketing team work
closely and that means knowing what our customers exactly want from us as a topdeck inter
learnt that being in business research is the best avenues to reach out the consumers.
Customer data is the important data which helps the marketing department to show the facts and
figure and this also guides them on which section of customer company has to attack offering an
incentive, including a discount is the most easy way to attract numbers of customer as topdeck
team members in your and travel company gives the discount just to gathers customer to build
the faith again and get them back to our side. Top deck involves an online checkout and online
registration, ticket booking and vouchers are also given to the very specific demographic
information.
P3 marketing mix to the marketing planning process with different travel tourism organisation
Marketing mix Travelodge Topdeck
Product Product is the first in the list of
marketing mix. Product that a
consumer needs and wants to
buy and is the heart of the
marketing mix. In the
travelodege provide trips in
Product is the most precious
tool in the marketing mix. It is
tangible product is not easy to
examine. Product of topdeck
are travel in buses, the best
hotel of London and across the

US, UK's best hotels and trips
across the country. Product
needs to be designed carefully
where they are most tour and
activity operators do is
conduct service blue printing
world. They also provide road
trips.
Price The second p in the marketing
mix is the price which shows
the impact on the product and
business when it comes to
price. Travelodge provide
some special prices on there
different product and services
like London central Waterloo
10% off and on every hotels
with some high prices on
different ranges in the hotels.
Price involves profitable,
attractive to customers and in
competitive your niche. Like
they Europe tours from
US$2699 from departure to
destination.
Place Place in the travel tourism
sector where customer buys
there product and services both
have same styled and platform
for the customers visits but
travelodege office is in north
London where they have big
marketed share.
According to place where
customers have a visit on
topdeck have visiting site like
tripadvisor and the top deck's
self owned websites.
Promotion Promotion plays a very
important role in the marketing
mix how they get consumers
from there special discounts
and existing offers. Promotion
Here promotion billboards
research teams, company need
to inform and pursue potential
customers. Right promotion
will develop and set them in

is the habit in marketing and
sales is to think in terms of
promotion in all the time.
the market(Griffitts, 2016).
Advertising. Publicity and
sales promotion are the main
tools in the promotion.
Physical evidence In the physical evidence in the
sector of tour and travels
industry it is not possible to
show the product before it is
purchased from travelodge is
provide images of hotel and
view of these and further
information.
In physical evidence customer
can not test it before
purchasing them and there is
only one solution for them by
topdeck they provide
templates, actual image of the
hotel , photos of the existing
customer's trips and the review
wrote from the last customer
or experienced customers.
People They have some 11ooo and
more employees with efficient
team working and serving in
this industry
Topdeck have not that many
employees as travelodege but
serving and giving tough fight
to other competitors in the
market.
Processes Deliver the services to the
customers with following
different stages booking of
hotel and trips have specific
process .
Tour information, preparing
itineraries, service providers,
planning costing tours and at
last ticketing.
P4 Marketing plan for a travel and tourism
Executive summary- Topdeck is tours and travel company which came up with a new
idea as in the modern world as people like to explore by their own without any guide so they

came up with the idea of road trips with topdeck, here they introduce bikes, vans, buses and cars
for the traveller who want to travel with friends, family or go solo with their own.
Mission- Top deck's mission is to give their customer the best out of all and they want their
customers to give their best experience when they travel with topdeck.
Vision- vision of topdeck is to give new experience and new adventures and satisfy them .
Objectives- To increase sales of new service of providing health food by 10% till the end of
year 2020
To increase the market share by 30% till the end of year 2022
To enhance consumer experience by 10% in upcoming 6 months
To increase the profitability by 20% till the end of year 2020.
To give there customers the best experience and new adventures in the trip.
Situational analysis- SWOT of topdeck
Strengths of topdeck- topdeck strengths are that they have great market across all over the
world
Weaknesses of topdeck- they have a weakness like they only provides particular destination from
particular region.
Opportunities - they know the well about leading hotels, restaurants and public places.
Threats- Europe is fighting from crisis which affects them in their business of travel industry
and very few people are travelling.
Marketing strategy of topdeck – product of topdeck are best travel trips on phones. Price of
topdeck is around US$ 2166 ,most attractive price for small destination Europe. Place they
provide every place in the Europe(Baker and Saren, 2016). Asia, America, north east. Promotion
by online marketing and also run its blogs.
Segmentation, targeting, positioning (STP) segmentation on the geographic basis they have more
customer's from Europe where they segmented the market(Piñeiro-Otero and Martínez-Rolán,
2016). They are targetting peoples from 18 to 39. Positioning on the price where customers
mostly pays attention on it.

Conclusion
Travel industry plays an important role in expanding the business and gives boost to
tourism in the country and it also attracts people from other countries. People like to travel
where topdeck provide some best transportation facilities in the leading airlines and they want to
know about the places.

REFERENCES
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