Marketing Essentials for Travel and Tourism

Marketing Essentials for
Travel and Tourism

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1: Explain the key roles and responsibilities of the marketing function within a selected travel
and tourism organisation..............................................................................................................3
P2: Discuss how roles and responsibilities of marketing relate to the wider organisational
context..........................................................................................................................................5
TASK 2............................................................................................................................................6
P3: Compare the ways in which different travel and tourism organisations apply the marketing
mix to the marketing planning process to achieve business objectives.......................................6
TASK 3............................................................................................................................................9
P4: Produce a basic marketing plan for a travel and tourism organisation to meet marketing
objectives organisation................................................................................................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is the vital process through which the company identify customer's
requirement and move from the concept of products or services till the final delivery to customer.
It generate the interest amongst potential customers regarding the offerings of company through
research, promotion as well as distribution of the company's offering. This involve marketing
programme that help to retain the large base of loyal and satisfied customers by successfully
implementing marketing plan and make the significant effort in order to enhance the sales of
company (Yanenko, 2018).
Within hospitality industry, marketing helps to build up the effective strategy in order to
smoothly deliver the services which allure existing as well as new customer and maintain long
term loyalty. For better understanding of report Virgin Atlantic company has been selected
which is the British airlines whose headquarter is in England. It basically cover the thirty
destination and has three cabins known as Economy, premium economy and business class that
together cater the demand of large audience (Paniandi, and et. al., 2018). This report cover topics
like explain the marketing and its interrelation with the different functional unit. Compare
different ways by which different travel organisation achieve its objective. Further, develop the
basic marketing plan for the tourism activity are covered in this report. Report is about the
marketing plan which is being used by Virgin Atlantic company so that their profitability and
consumer experience increases.
TASK 1
P1: Explain the key roles and responsibilities of the marketing function within a selected travel
and tourism organisation
Marketing function is the larger aspect of the business that involve diverse activities for
the successful functioning. It help to create the innovative image of offerings in the mind of
customers. This effectively source the offering of company within confined market place and
effectively promote it by carry out deep research and making effective plan for suitable business
functioning (Jeon, Ok and Choi, 2018). There are basically different roles as well as
responsibilities of market function some of them are described below:
Gather market information: Within this function the marketing manager of Virgin
Atlantic company gather all vital details of the target customers from external market. Such as

the current preferences of the customers as well as competitors strategy. This method can
preferably help the airline to articulate the strategy and bring modifications significantly. Further,
the vital data collected by the company is further converted into the information that is widely
used by the internal staff to plan out innovative strategy (Yanenko, 2018). Thus, it is the role
and responsibility of the marketing function to determine the preferable ways by which various
guests prefer the services of Virgin Atlantic company over other rivalries. Hence, all the
essential factors need to meet the existing trend effectively.
Product planning: This function is used by the marketing function for both new and
existing product. Like, for new product firm can plan out the ways by which it can suitably
appeal the interest of customers and satisfy their need. Similarly, in case of existing product the
firm need to regularly enhance the quality of its product which help them to overcome the
situation like decrease in market share or the value of product (Sharma and Kaurav, 2018). In
context to the Virgin Atlantic company it need to effectively upgrade the quality of its product
due to increase demand and the competitive level. So here the responsibility of marketing
function is to match the dynamic requirement of the customer because there are various
competitive airways company that can take each other place and affect the performance of firm.
Branding of the product: Branding is simply creating the name or symbol of the
product that act its identify and help them to differentiate it from the competitors. This helps
customer to make the suitable choice and build long term loyalty towards the product (Jeon, Ok
and Choi, 2018). Herein, Virgin Atlantic company makes the brand promise to deliver the
supreme quality of services but at desirable prices. For this the role of company is to exclusively
offer the potential services by promoting it through the digital channel such as social media,
email marketing, SEM, SEO, affiliate marketing and so on.
Customer support services: The role and responsible of this marketing function is to
effectively handle the queries of customer which include both pre as well as post sales services.
This source helps the customer to remain connected with the company and gain trust over the
effective services. Similarly, Virgin Airways via helpline number and email handle the issues
faced by customer or their complaints with the objective to mitigate the chances of dissonance
(Sharma and Kaurav, 2018). Thus, it is an effective tool that can persuade the final customer to
remain the part of the particular airlines and avail the services from the particular company
effectively.