Marketing Essentials for Travel and Tourism

MARKETING ESSENTIALS FOR
TRAVEL AND TOURISM

Table of Contents
MARKETING ESSENTIALS FOR TRAVEL AND TOURISM...................................................1
INTRODUCTION...........................................................................................................................3
LO1: ROLE OF MARKETING AND INTERRELATION WITH OTHER FUNCTIONAL
UNITS OF THE ORGANISATION...............................................................................................3
P1: Key roles and responsibilities of marketing function............................................................3
M1: Roles and responsibilities of marketing function in the marketing environment................5
P2: Roles and responsibilities of marketing through wider organizational context....................5
M2: Significance of interrelationships between different departments.......................................7
LO2: COMPARISON OF ORGANISATIONS MARKETING MIX TO ACHIEVE BUSINESS
OBJECTIVES..................................................................................................................................7
P3: Comparison of marketing mix...............................................................................................7
LO3: MARKETING PLAN TO MEET MARKETING OBJECTIVES.........................................9
P4: Basic marketing plan of Jet2 PLC.........................................................................................9
CONCLUSION..............................................................................................................................13
REFERENCES................................................................................................................................1

INTRODUCTION
One of the most crucial aspect of any organisation is related to marketing. The marketing
essentials of any company is defined to be the asset of the company which determines the
growth. the marketing essentials of the organisation relates with every functionality of the
organisation where there are aspects that are related in making decisions as well as by
implementing rules that are required to incorporate in the employees and that which will satisfy
the needs of the customers (Thabit, T. and Raewf, M., 2018). Travel and tourism is considered to
be one of the vast sectors that is regarded as one of the greatest potential industry out of every
other. The marketing essentials with regards to this particular industry must be such that it has
the potential to provide every minute factor that determines the provisions that it offers to its
customers. The company that is obtained in this regard is Jet2 PLC. The British multinational
airline company Jet2PLC is involved in providing the services that are subsidiary with jet2.com.
Its head office is located in the low fare finder house in Leeds Bradford airport England. The
entire report consists of the factors that are associated with the company Jet2 PLC which will
help to understand the core of aviation industry.
LO1: ROLE OF MARKETING AND INTERRELATION WITH OTHER
FUNCTIONAL UNITS OF THE ORGANISATION
P1: Key roles and responsibilities of marketing function
Marketing functional is responsible for operating several operations with the organization
through which it can ensure that company is having high level of work productivity. Thus,
following are the different organizational functions which are played by the marketing function.
Employee training
Marketing departments is responsible for analysing the marketing trends and because of which it
has to analyse the current market trends and then has to evaluate the current work capability of
Jet2 PLC. Thus, on the basis of this raised differentiations it tends to provide effective training to
employees through which it can ensure that employees are able to work according to the
organizational requirements and company is able to achieve efficient competitive edge
(Kusumadewi, 2019). However, during this process, the marketing functional has to ensure that
organizational expenditures are done in a controlled way because if excessive capital investment

is done on employee training then it will make a significant impact upon company's economic
growth.
Market strategies
Marketing functional has to ensure that it is able to attract wide range of customers towards the
organization though which it can ensure that organizational sales are being increased. This is an
important step for the marketing departments that it tends to implement several creative
marketing strategies through which it can achieve high level of organizational sales are being
achieved. In order to achieve this marketing department at Jet2 PLC can increase its engagement
in mixed integrated approach of traditional marketing and digital marketing through which high
sales are achieved at reduced expenditure.
Taking customer feedbacks
Marketing department comes in a direct contact with the customers and because of which it may
utilize its efficient relationships with the customers for taking their feedbacks on the experience
which they achieved with Jet2 PLC (Mu, 2017). Through this feedback marketing department
can identify the organizational weak sections which is making negative impact upon customer's
experience and then can make concentrated approach for improving the weak sections. Through
this approach of improving weak sections on the basis of customer experience marketing
department can ensure customers that their suggestions are being taken care of and will motivate
customers to increase their engagement with the organizational activities.
Monitor market trends
The marketing department at Jet2 PLC monitors the changing market trend such that it can
improve its product placement and services to the customers such that it is able to provide
company an efficient competitive edge. With that this is also important because company tend to
operate with some of the biggest market competitors because of which it has to ensure that it able
to fulfil customer requirements and is able to achieve high level of work productivity. This is
also very important for marketing department because it has to ensure that company is able to
provide new and rare products to the customers through which it can attract new and trendy
crowd towards the organization for attracting new and trendy crowd towards the organization.
Establish inter organizational relationships
It is the role of marketing function that it tends to develop efficient relationship with other
market competitors because through this it can ensure that Jet2 PLC is able to introduce unique