Roles and Responsibilities of Marketing in Travel and Tourism

Marketing Essentials
for Travel and
Tourism

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Explain the key roles and responsibilities of the marketing function within a selected
travel and tourism organisation..............................................................................................1
M1. Analyse the roles and responsibilities of marketing in the context of the marketing
environment............................................................................................................................2
P2. Discuss how roles and responsibilities of marketing relate to the wider organisational
context....................................................................................................................................3
M2. Analyse the significance of interrelationships between marketing and other functional
units within a selected travel and tourism organisation..........................................................4
D1.Critically analyse the key elements of the marketing function and how they interrelate
with other functional units within a selected travel and tourism organisation.......................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
M3. Evaluate different tactics applied by travel and tourism organisations to demonstrate how
business objectives are achieved............................................................................................7
TASK 3............................................................................................................................................7
P4, M4. Produce a basic marketing plan for a travel and tourism organisation to meet
marketing objectives organisation..........................................................................................7
D2. Design a strategic marketing plan that tactically applies the use of the 7Ps and includes
measures for monitoring and evaluation to achieve overall marketing objectives..............10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing refers to a business process in which relationships between customers are
created and developed for the purpose of providing them satisfaction by producing quality goods
and services (Avila-Robinson and Wakabayashi, 2018). This report is based upon Travelodge
which is a UK based travel and tourism organisation that provides hotel and hospitality services
throughout UK. It is the second largest hospitality sector that deals in United Kingdom
(Travelodge's, 2019). This report covers significant responsibilities and roles of the functions of
marketing within Travelodge and in context of its business environment. It also covers
interrelation of marketing with other departmental function and how they together achieve
organisational objectives. Further it covers comparison between various ways in which travel
and tourism sector uses marketing mix elements in its business process for attaining business
goals. At the end of this report, a marketing plan is developed for this organisation for
formulating certain strategies to meet business objectives.
TASK 1
P1. Explain the key roles and responsibilities of the marketing function within a selected travel
and tourism organisation
Marketing refers to actions and business processes that helps in selling and promoting
goods and services in the target market. Marketing concept focuses upon attaining business
objectives by developing a company which is more effective than its competitors. It is developed
in four concepts such as production, product, selling and customer concept (Anche, Hozouri and
Mehdizadeh, 2014). In production concept, customers purchase those products which are
inexpensive. In product concept, they prefer products that has innovative features and is of better
quality. In selling concept, customers do not buy products by which an enterprise puts a lot of
efforts in achieving competitive edge in market. In customer concept, company focus upon
customers and provides goods and services as per their demand.
Marketing function plays a major role in formulating various business strategies and in
achieving various objectives of an organisation (Dileep and Mathew, 2017). In each sector,
marketing is important as it helps in making customers aware about current products and services
provided by the company. In travel and tourism sector, marketing has a wide role in promoting
and advertising certain services to its customers and in formulating an effective market plan and
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strategies as required. In Travelodge, there are various roles and responsibilities played by
marketing function in its various business process.
Roles and responsibilities of marketing function
1. Promotion- It refers to the procedure of making targeted customers aware about the
existence of a specific product or service. The basic role and responsibility which is
played by marketing in an organisation is to promote and advertise company's products
and services among its customers. This function helps the customers in knowing about
the availability of a particular product or service (Anche, Hozouri and Mehdizadeh,
2014). Travelodge uses both online and offline promotional measures in promoting its
services among customers. It has a mobile friendly application that makes consumers
aware about deals and offers offered by this company.
2. Product development- It refers to introducing and launching a brand new product in a
target market. Although product is developed in two ways, either by introducing a new
product or by making changes to the existing product by adding certain features to it.
Marketing plays an important role in developing a product by indulging itself in market
research. By conducting market research, Travelodge can develop its products in
accordance as per the changing demand and preferences of its target audience
(Aswathappa, 2013).
3. Marketing strategies- Marketing function is also responsible in formulating various
marketing strategies by analysing marketing environment. These strategies refers to long
term fundamental approach of market planning that helps the business in achieving its
competitive advantage (Othman and et. al., 2019). An organisation can choose from
various strategies such as market penetration, diversification, product and market
development. Travelodge keeps on updating its services by adopting product
development strategy by appropriately analysing current market conditions.
M1. Analyse the roles and responsibilities of marketing in the context of the marketing
environment
The role and responsibility of marketing is not limited to the organisational context but it
is more than this. Marketing plays a major role in analysing business environment and
identifying customer's tastes and preferences thereby. On that basis, it formulate various business
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