Marketing Essentials for Travel and Tourism

This document discusses the key roles and responsibilities of marketing in the travel and tourism industry. It explains how marketing functions relate to the organization and compares the ways in which different organizations apply the marketing mix. The document focuses on Expat Explore Travel as a case study.

Marketing Essentials
for Travel and Tourism

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1............................................................................................................................................3
P1. Explain the key roles and responsibilities of the marketing function...................................3
P2. Discuss how roles and responsibilities of marketing relate to organisation.........................5
TASK 2............................................................................................................................................6
P3. Compare the ways in which different organisation apply the marketing mix......................6
TASK 3............................................................................................................................................9
P4. Produce a basic marketing plan to meet marketing objectives.............................................9
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................12
Books and Journals:..................................................................................................................12

INTRODUCTION
Marketing is the activity that perform by marketing manager of the company. In
marketing, marketer performs all activities that helps to promote products and services. It is a
very important function of organisation that should be appropriately analyse (Hallenbeck, 2017).
Marketing plays a significant role in organisation as it promotes goods and services in the
marketplace. It include functions such as selling, advertising, delivering of the products. In this
context, Expat Explore Travel is undertaken for analysing the marketing role. Travel and tourism
industry is a newly emerging business in the market. Expat Explore Travel is a travel company
that provides tour packages to consumer. They provide travel and tour packages in UK, Canada,
USA, Middle East, Europe, South America, Africa and Asia. They offer a rewarding tour
experience to consumers so that their customers are satisfied. In this report, it covers role of
marketing, marketing mix and plan. With the help of these topic, everyone can understand the
need of marketing in an organisation.
MAIN BODY
TASK 1
P1. Explain the key roles and responsibilities of the marketing function
It is identified in many cases that every person thought that marketing is about selling of
goods and services in the market place (Fong and et. al., 2018). But it is not true, because
marketing is beyond than selling of an article. It is the term in which all activities that are starting
from manufacturing of products and services included. It is not a narrow concept because it
covers all activities even after the selling of an article. In nowadays, marketing manger focuses
on customers satisfaction. They make all strategies only for satisfied their customer's needs and
preferences. Marketing play a crucial role in organisation because it becomes a factor that attract
customers from crowded area. It is not easy for marketer that they set targets and then attract
their potential buyers. Every buyer thought that why they choose products and services of Expat
Explore Travel. This question should be get a valid answer through their products and service
quality. It is very necessary for marketer that they design their products and services in such a
way that customers cannot switch to other organisation.
Travel and tourism industry becomes one of the attraction point of country that invites
trade. In nowadays, every government of nation try to improvise their travel areas. So that they

can provide best experience to each and every person (Kaya). There are some role and
responsibility of marketing function that mentioned below:
 Market Research: Market research is the important function of organisation as it
identify and analyse current marketing trends. Market research helps in finding taste and
preference of customers so that they can make their products and services accordingly. In
Expat Explore Travel, marketer try to analyse the competitors strategy and make their
travelling area glorious (Norris, 2019).
 Finance: For creating tour packages interesting, Expat Explore Travel is focuses on their
financial resources so that they can invest on infrastructure (Hausmann, 2019). That helps
to increase beauty of travelling areas. Marketer should assure that they arrange financial
resources.
 Product Development: Expat Explore Travel tries to develop their services so much
efficient that satisfy the customers' need. It is very essential for organisation as it helps in
improving their services that become the reason of attraction.
 Promotion: It is most important function that promotes their services in the global
market. So that they can achieve their target market. Expat Explore Travel is the
company that always focuses on promotion of products and services.
 Listening customers need: It is very important function in which organization try to
listen customers needs. They can be found through internal and outside channel of
company. It can be done through capture information from the sales department of
organisation.
 Brand management: Brand management is one of the important factor that should be
properly managed so that their customers get attract with their name. Every person
thought that the branded products is the best. So it become necessary for organisation that
they create and develop their brand value maximum. Their brand value attract consumers
so that it directly increases the sales of tour packages (Martens and Reiser, 2019).
 Searching marketing tools: Marketing can be applicable effectively only with the help
of marketing tools. One important function is searching best marketing tools so that they
can apply policies and strategies appropriately. It helps in achieving organisational goals
and objectives. Marketing tools are important for organisation as they attain their goals
effectively and give their focus on other important things.

Above mentioned marketing functions plays a significant role in organisation. Because it
helps achieving objective and goals of market. When organisation wants to trade at global level
then they focus on marketing roles and responsibilities.
P2. Discuss how roles and responsibilities of marketing relate to organisation
It is very obvious that marketing cannot a single department in the organisation. There
are many more department present that are interrelated with each other (Martens and Reiser,
2019). It is analysed that organisation can achieve their goals and objectives only when they
perform all functions very well. Roles of each functions are interrelated with another function.
Expat Explore Travel is the company that perform various functions in such a way that they can
get maximum profits. Interrelationship between functions of organisation are as under mentioned
below:
Marketing and Human Resources: Marketing is one of the important field of
organisation in which they perform many functions such as research, product development,
promotion, brand management, listening customers needs, searching marketing tools, etc.
Marketer is the person who identify the needs of human resource department. They identify the
talent management in the market so that their organisation's productivity and profitability get
increases. Marketing department of Expat Explore Travel needs efficient marketer so that they
can get high quality of staff or personnel in their team. This function can be performed by human
resource department. They recruit and select most appropriate candidate that suits in organisation
so that they can get high productivity. Most suitable candidate can be selected through
recruitment and selection process. Human resource is the important key element in which they
invite pool of candidates and then take a interview rounds. HR department gives talented
employees for performing marketing roles and responsibilities. HR manager of Expat Explore
Travel trained their marketer in such a away that they can promote their services to attract their
potential customers. So in this way, both of them are interrelated with each other.
Marketing and Finance Department: Finance department is the important department
in which organisation try to make budget. Finance department helps to give actual position of
organisation (Pooler, 2018). This department is responsible for management of funds so that they
cannot come in a problem of lack of finance. Finance is focuses on profits, revenue and sales.
Marketing department is concerned with identification of potential customers that purchase their
travel & tour packages. Travel and tourism industry grows very well that received support from

government. It is identified that marketing helps to find and attract their customers. Finance
department of organisation allocates and segregate all financial amount to each and every
department (Borg, 2020). So Expat Explore Travel's marketing department give their main
focuses on strategies and functions that helps to achieve their goals and objectives. It is very
obvious for organisation that they advertise their services on digital media that require lots of
funds. This activity get only done by department of finance.
Marketing and Research & Development: Marketer of Expat Explore Travel perform
activities in the marketplace that needs research of market. Marketer's duty is to find current
trend so that they can make advertisement strategies. A marketer needs market research so that
they can analyse the competitors' moves. Marketer make strategies only when they know the
taste and preference of customers. This function is done by research and development
department. R&D department performs functions of research in marketplace. They identify the
needs of customers so that they marketing department make strategies accordingly.
Marketing and Production Department: Production department manufactures products
and services in the organisation. Expat Explore Travel is the organisation that need to develop or
manufacture their services so efficient. That helps to provide best experience in travel and tour
packages (Gravetter and et. al., 2020). They set their packages in such a way that helps to attract
their customers. They provide best travel packages with reasonable prices. Marketing department
needs to coordinate with production department because they should be know the products and
service quality. After that they can choose marketing tools and apply strategy accordingly. So in
this way they are interrelated with each other.
All above function or departments of organisation are interrelated only because of the
common goals. Each and every department of organisation has a single goals that they have to
achieve organisational objectives. All functions are interrelated that they can work together on
main objective.
TASK 2
P3. Compare the ways in which different organisation apply the marketing mix
It can be noticed that organisation have some important elements of marketing mix.
Marketing mix is the important concept that should be understand by marketing manager.
Marketing mix is the set of tools in which firms utilise these tools to achieve their desired target

(Pasquier and Villeneuve, 2017). It can be identified that organisation should wisely use these
tools so that they get maximum benefits and revenue. The main objective of every firm is to
generate more and more profits that can be achieved through marketing tools. Formerly
marketing mix has four major tools but after the development of marketing mix. It is analysed
that there are 7 marketing mix tools. All tools are necessary to elaborate correctly.
The detail explanation of all elements of marketing mix can be understand with the help
of comparison of two firms is given below:
Elements of
marketing mix
TUI Group Expat Explore Travel
Product TUI's product strategy is
diversification that used in their
business. One of the main reason
that they use this strategy in their
organisation is to increase
profitability (Tietenberg and Lewis,
2019). They utilise their assets in
such a away that they get higher
profits and revenues. This product
strategy helps in increasing sales.
They identified and analysed the
Expat Explore Travel is the firm
that focuses on their customer
based strategy. They make their
strategy only for satisfying their
consumers. It is the company that
focuses on achievement of
organisational goals and
objectives. They provide excellent
travel and tour packages at
reasonable rate. Their rate are also
decide on the basis of their

need of customers then take a
decision regarding their services.
They make their services in such a
way that their customers get best
experience.
customers.
Place Customers can avail services from
TUI's two platforms. It is identified
that both TUI platform get success.
Because if their business strategy.
Customers can book travelling
tickets through online platform as
well from their stores. This factors
positively affect on organisation
success and growth.
Expat's websites is so interesting
and informative. Their customers
can easily access all information
through their websites. It is
analysed that Expat Explore
Travel give booking system on
online platform.
Promotion TUI used traditional methods for
promoting their services in the
marketplace. They use television,
magazines and advertisement on
newspapers. But because of
digitalisation, now TUI also focuses
on digital media as they use social
media.
For purpose of promotion, Expat
Explore Travel focuses on travel
and tour packages that show on
their websites. They make their
packages attractive so that their
customers get attracted through
their design. They promote their
services through digital media.
Price TUI is the large organisation that
run their business from many years.
So that's why they use competitive
pricing strategy. In this strategy
they analysed the competitors price.
After that they decide their price so
that they give tough competition to
other competitors. Higher prices
In comparison to TUI, Expat
Explore Travel is small so they
provide tour packages at
reasonable rate (Kotsi, Pike and
Gottlieb, 2018). So that their
customers afford their tour
packages. Price is the main
consideration that affects on sales

with higher service quality are
provide to attract their potential
buyers.
of organisation. So that's why
they decide their prices wisely
according to the travelling area.
Physical Evidence For physical evidence of their
products, they use different kinds of
methods such as videos on social
media. It is very useful for
organisation as it helps in attracting
customers.
Expat Explore Travel use physical
evidence as their design of their
tour packages. They offered some
discounts on their travel and tour
packages that make their products
attractive. They also use some
videos and photographs.
Process They used different kind of process
such as their management track
their process through online
platform services (Singh, 2017).
Expat Explore Travel use their
digital method to provide efficient
process in the organisation. It is
very necessary for organisation
that their process should be
smooth so that no one single
function cannot stop. Expat's
provide an efficient service.
People People plays a key role in every
organisation. Same thing that
applied in TUI is they recruit a very
large number of employees
approximate 71473. Their huge
employees number gives the image
of success and growth.
Expat Explore Travel started their
business with a small number of
employees. Now they also
recruits many employees. Their
gradually growth gives the image.
They started their business with
just 500 travellers and now
approximate 17000 employees are
become their travellers who are
enjoyed their services.

TASK 3
P4. Produce a basic marketing plan to meet marketing objectives
Marketing plan is the blue print of marketing activities that include all functions that are
performed in future (McCabe and Gonzalez-Flores, 2017). It is the road map that gives all
information and directions to the members of organisation. With the help of marketing plan, a
market knows their roles and responsibilities that they should be perform. Marketing plan
include activities like identification of target audience, strategies and value propositions. It also
helps in taking competitive advantage in market. Expat Explore Travel already make their plan
that are mentioned below:
Company Overview: Expat Explore Travel provides travel and tourism services to the
consumer (Baron and Hmieleski, 2018). They has headquartered in London , UK. It is the most
reasonable travel and tour company that provides exciting tour packages in many countries that
are UK, Canada, USA, Middle East, Europe, South America, Africa and Asia. They run their
business from the last 10 years. They started their business through 500 passengers and now
every year they give their services to approximate 17000 passengers.
Vision & mission: To make their brand recognizable with the satisfaction of their
customers.
Objective: To increase the number of passengers with their attractive travel and tour
packages. It can be done through effective marketing strategy that they followed in their
organisation.
STP approach: Expat Explore Travel adopted segmentation, targeting and positioning as
their business strategy. This model is very helpful for targeting their market. Segmentation: Segmentation is the process in which organisation divide the whole
market into segments. Expat Explore Travel segment their areas so that they can focus on
each and every area. They make strategies for each of them so that they can get better
results (Rattansi, 2017). Targeting: It is the step in which Expat Explore Travel target their market in such a way
that they assign priorities to each and every segment. Targeting is the important step
because in this stage they focuses on their target market. For them they make policies
accordingly that helps to achieve their desired results.

 Positioning: Expat Explore Travel positioned their brand value in front of the market that
they provide best experience to the consumers. Positioning is a necessary stage in which
they provide travel and tour packages.
Budget: It is the document in which organisation show their marketing budget that gives
the information of all data that are required for marketer (Amaro, Barroco and Antunes, 2020). It
is the budget that should be analysed by marketer so that they can understand the allocation of
funds for advertising of products and services.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 6000 8500 12000 14500 18350
Investment 12000 14000 25500 32000 13500
Total 6000 22500 37500 46500 31850
Marketing outlay
Promotion 6500 3200 4300 3300 3250
Sales publicity 2200 2100 3300 2200 2000
Direct selling 4200 2500 6000 3000 4650
Total 12900 7800 13600 8500 9900
Above mentioned statements are necessary to include in their marketing plan. So that
organisation produce a effective marketing plan that helps to achieve their objectives and goals.
It is necessary for marketer that they properly analyse all the data which are mentioned in
marketing plan.
CONCLUSION
It is concluded from the above discussion that marketing play a major role in organisation
success and growth. With the effective marketing tools such as marketing mix, organisation
perform very well as they provide the best marketing services in organisation. In this report, it

covers all important topics that should be know by marketing manager so that they can give their
best ins marketing field. Marketer needs a marketing mix that helps to their organisation to
achieve their objective and goals effectively and efficiently. It is very important for organisation
that they use their marketing tools appropriately. It also covers the interrelationship between
other function of organisation in order to achieve their desired target market. All activities can be
performed so well only with the help of marketing plan. Marketing plan is the important concept
in which organisation list their all marketing functions and activities that are performed in near
future. It give clear direction to all members of firm.
REFERENCES
Books and Journals:
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operativos y marketing. Cultura Científica y Tecnológica, (63).
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Learning.
Hallenbeck, G., 2017. Lead 4 Success: Learn the Essentials of True Leadership. Center for
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Kotsi, F., Pike, S. and Gottlieb, U., 2018. Consumer-based brand equity (CBBE) in the context
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guide. Taylor & Francis.
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Pasquier, M. and Villeneuve, J. P., 2017. Marketing management and communications in the
public sector. Routledge.
Pooler, J. A., 2018. Demographic targeting: the essential role of population groups in retail
marketing. Routledge.
Rattansi, A., 2017. Liquid modernity: The bare essentials. In Bauman and contemporary
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Singh, H., 2017. Essentials of Management for Healthcare Professionals. Taylor & Francis.
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