Marketing Essentials for Travel and Tourism - Travelodge Assignment

Marketing Essentials
for Travel and
Tourism

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1 ...........................................................................................................................................1
P1. Key responsibilities and roles of marketing function .........................................................1
M1. Roles of marketing in marketing environment context .....................................................2
P2. Interrelation of roles and responsibilities of marketing with other departmental functions 2
M2. Significance of interrelation between departments ............................................................3
D1. Critical Analysation..............................................................................................................4
TASK 2............................................................................................................................................4
P3. Comparison between ways in which organisations uses marketing mix..............................4
M3. Evaluation............................................................................................................................6
TASK 3............................................................................................................................................6
P4, M4. Market Plan...................................................................................................................6
D2. Strategic marketing plan by using 7P's of marketing ..........................................................9
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

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. 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. Key responsibilities and roles of marketing function
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. 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. 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 strategies as required.
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In Travelodge, there are various roles and responsibilities played by marketing function in its
various business process which are elaborated as follows-
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.
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).
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. 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. Roles of marketing in marketing environment context
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
strategies and provide products in accordance. In Travelodge, the role of marketing in
environmental context is elaborated as follows-
Market research- It refers to the activities and actions for the purpose of gathering
information about tastes and preferences of customers. Marketing plays a major role in
conducting market research and in identifying customers preferences.
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