Roles and Responsibilities of Marketing in Travel and Tourism

Marketing Essentials

Contents
INTRODUCTION...........................................................................................................................................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......4
TASK 2..........................................................................................................................................................5
P3. Compare the ways in which different travel and tourism organisations apply the marketing mix to
the marketing planning process to achieve business objectives..............................................................5
TASK 3..........................................................................................................................................................8
P4. Produce a basic marketing plan for a travel and tourism organisation to meet marketing objectives
organisation.............................................................................................................................................8
CONCLUSION.............................................................................................................................................11
References.................................................................................................................................................11

INTRODUCTION
Marketing is considered as an important function of business as it helps in influencing
customers choice and enhance sales. This can be define as business actions that includes
advertisements and promotion of products and services (Baker and Magnin, 2016). It is a process
of identifying needs and wants of customers as well as communicating features of company’s
products and services. Chosen company for this report is Thomas Cook. This is a British
company which is dealing travel and tourisms sector. This company was founded in 1841 and
headquarter of Thomas cook company is located in London, England, UK. This company is
providing various products and services such as holiday packages, cruise line, hotels, resorts,
flights and many more. This report consist of role of marketing function in travel and tourism
business as well as interrelation of marketing function with other functions of organisation.
respective report consist of marketing mix of 7 P’s and it comparison with other company which
is dealing in same sector. Apart from this, marketing plan is developed for travel and tourism
business in order to meet with the needs and requirements of market.
P1 Explain the key roles and responsibilities of the marketing
function within a selected travel and tourism organisation
Marketing concept can be described as those philosophies of management which help
organisation to attain its set targets as well as increase sales. It is a proposes that emprises that
business success is dependent on efforts of company which includes delivering valuable products
to company. Marketing refers to one of the most important function of organisations as it helps
in attracting more and more customers as well as influencing them to purchase products.
Marketing is a process which includes creating, developing, designing as well as communicating
valuable products to targeted customers. Company cannot achieve its desired goals and
objectives without effective and efficient functioning of marketing. Companies dealing in travel
and tourism sector needs to analyse and evaluate external environment in order to conduct
business activates in effective and efficient manner. There are various factor of external
environment such as market trends, customer’s needs, rules and regulations, society and many
more which can have positive as well as negative impact on Thomas Cooks business.
Current and future marketing trends will help in attracting and influencing targeted customers
towards Thomas cooks business. Currents trends of travel and tourism sector includes social
media marketing, digital marketing as well as providing information to customers thought emails
and messages. Future trends of marketing in respective sector consist of providing personalised
advertisements to customer on the bases of their needs and wants (Boschetti and Massaron,
2015). Role of marketing function in this sector in to provide information to customer in creative
manner so that they will be attractive towards products and services of Thomas Cook company.
Marketing process includes different elements such as analysis, strategic planning and marketing
mix. All of these are crucial components of marketing process as well as helps in effective and
efficient functioning of marketing process. Marketing process of Thomas Cook is mention below
in detail.

Analysis: Thomas cook company have to analyse and evaluate the market environment in order
to conduct business activities in more effective manner. This is can be consider as a first step of
marketing process as in this company needs to understand and analyse customer’s equipments.
Strategic planning: In this step of market process company have to develop effective strategic
plan for development of business. Developed strategic plan should be new and innovative in
order to attract targeted customers.
Marketing Mix: This includes four different elements of marketing such as product, price, place
as wel as promotions. All of these are crucial elements of marketing process and Thomas cook
company needs to take accurate decisions regarding these components of marketing mix.
Different role of travel and tourism marketing
In this different role and responsibility of Thomas cook company marketing function
regarding business to consumer as well as business to business is mention below. These role of
marketing function will help in attracting customers as well as other business. Marketing roles
are very important in accomplished set goals.
Market research: This is consider as an important role of marketing functions as company
dealing in travel and tourism sector needs to have complete knowledge and understanding
business respective industry (Eng, 2017). Market research includes analysing and evaluating
needs and requirement of customers as well as market trends in order to improve products and
services of Thomas cook.
Developing strategies: Marketing function of Thomas cook is responsible for develop effective
strategies for welfare of organisation. Strategies will helps in attracting right set of potential
customer which help in improving sale and profits of respective company.
Developing and designing: Thomas Cook company have to provide such products and serices
to its customers and clients which lead to resolve their problems and help in gaining satisfaction.
This is a role of marketing function to develop and design effective strategies that are able to
meet with the requirement of company.
By performing marketing roles and responsibilites in effecitve and efficient manner so
that Thoma Cook company can achive desired goals and objecitve. This will lead to increase in
overall performance of company in correct manner.
P2. Discuss how roles and responsibilities of marketing relate
to the wider organisational context
There are various functions of Thomas Cook organisation which helps in effective and efficient
functioning of organisations. Major function and department of respective company are human
resources, operations, marketing, production, finance and IT. It is important that each and every
function of company coordinate and interrelate with marketing department on order to achieve
desired goals and objectives. Interrelation of marketing department of Thomas Cook company
with other important functions are mention below in detail.