Marketing Plan for Trailfinders

This marketing plan outlines the strategies and tactics to be used by Trailfinders, a travel and tourism organisation, to achieve its marketing objectives and business goals.

Marketing essentials
for travel and tourism

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Explain roles and responsibilities of marketing function within travel and tourism
organisation............................................................................................................................1
P2. Discuss how roles and responsibilities of marketing relate to wider organisational context
................................................................................................................................................2
TASK 2............................................................................................................................................4
P3 Compare the ways in which this organisation apply the marketing mix to marketing plan
process to attain business goals..............................................................................................4
TASK 3............................................................................................................................................8
P4 Produce a marketing plan for travel and tourism organisation to meet marketing objectives
of the organisation..................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is defined as set of different activities which are conducted by companies for
promoting the selling and buying of services and products. The main objective of marketing is
promotions and advertisements. Promotions are targeted to specific target customers and this
may include catchy phrases, slogans, memorable packaging, media experience, etc. The
marketing discipline consists of various actions which are taken by an organisation for
maintaining customer relationship. The travel and tourism organisation is considered in the
following report naming Trailfinders. This is a travel company of UK. This is largest
independently owned travel company of UK and it has approximately 31 travel centres in UK.
This company specialises in tailor-made travel worldwide including New Zealand, Australia,
Asia, Africa and North and South America. The following report is based on marketing of this
company in UK. It includes roles and responsibilities of marketing, relation between different
departments. There is also marketing plan given in this report for this company.
TASK 1
P1 Explain roles and responsibilities of marketing function within travel and tourism
organisation
Marketing is a set of activities that is used in promoting and selling of goods and services
offered by the company or it is a creative activity of fulfilling requirements and needs of the
customers. In order to approach target market, marketing helps in creating and identifying the
value and needs of the consumer that leads to increase in profit of the company. In addition to
this, it also identifies the size of market and which segment company need to target so that
maximum profit can be generated.
The roles and responsibilities needed in the function of marketing by marketing
department are discussed below:
Brand management- Brand is the personal identity of an organisation. To manage the
brand is the main function of marketing due to which a company can gain competitive
advantage. Marketing department helps in finding the best opportunities for the company that
aid in building good reputation of the brand in the market. With this, a strong relationship is
made with the customers which in turns to the loyal customer for the company. In context to
1

Trail finders, the company has been a good brand reputation in the market that increase the
profitability of the company year by year.
Research- Research is the most important element of marketing department through
which a company can gather and collect information about its customer taste and preferences.
Through research company get to know about the choices of target customer. With reference to
Trail finders, the company make huge investment in research and development in order to attain
organisational objectives and goals.
Product development- This function of marketing in Trail finders connected with making
number of deals that is offered by the company as an entity. In simpler words, it is marketing
department role to produce those services which the customer can easily afford. The goods that is
produced is of high quality. The information collected and gathered through customer feedbacks
that is used by the company in identifying and analysing the present situation of the market.
Innovative and creative: The marketing department is responsible to create unique and
different products in the market. Whether it is the innovation in old product or producing of new
product it is the main role of marketing department to make it different from its competitors and
gain a competitive edge in the market. In context to Trail finders, their policies is different and
unique that easily attract large number of customers within the market.
Managing strategy: To carry out the business activities properly of a company, the
marketing department plays important role in implementing these activities. It is the
responsibility of marketing department to made those strategies which is easy to manage and
implement. In context to Trail finders, their strategy is to give unbeatable service to its customers
that no competitor can match in the market. In addition to this, a good percentage of market
share is covered by the marketing manager of the company that increase the profitability as well
as productivity of the company.
P2. Discuss how roles and responsibilities of marketing relate to wider organisational context
Marketing function plays a crucial role that helps in analysing good marketplace for the
product offered by the company. It also help in promoting the business activities that is different
from its competitors. Marketing functions includes promotion, market research, advertisement,
customer service, marketing plan, public relations, product development , marketing &sales
distribution and so on. All the marketing functions is somewhere related with the other
departments of the company whether it is finance, human resource and sales department. This
2

interrelationship helps in managing and coordinating the activities of the company. A detailed
description of interrelatedness among departments are discussed below:
Marketing and Sales- The main function of marketing department is to influence and attract
large number of population in the market. Marketing department help companies in retaining the
customers for longer period. The companies main motive is to target potential customers and
increase the sale of the company. The company can build its image in the market when it has a
strong promotional tools that is different from its competitors. Retaining high number of
customers leads to producing of more products and services which in turn increase the sale of the
company. Change in the number of customer base due to marketing activities means company is
growing and the sales is increasing. In order to provide good service to the customers or above
the expectations of consumers, marketing department need to have proper and appropriate
information about its customers and target market. In context to Trail finders, the company
increases its sales through effective marketing promotional tools. In addition to this, market
research is conducted to know the strategy of its competitors and produce differentiated products
from them. The Trail finders can collect and gather information to make travel packages as per
the customers requirement so that the productivity and sales of the company increases.
Marketing & HR- Hire the best employee for the organisation is the main role of
human resource department. Human resource department in a company has the responsibility to
finalize those employee that fulfils the requirement of vacant position in the company. Talent,
skills and knowledge of employees directly contributes in the success of an organisation. In
context to Trail finders, the marketing manager urgently requires employees who can do
advertisement of new services. For this, the manager directly communicate to the Human
resource department in order to hire the employee and fill vacant position. The working of HR is
to find those persons who can match the criteria and have the skills to perform the job. This
directly shows that there is inter-relationship between human resource department and marketing
department. With an aim to achieve objectives there should be a proper coordination among the
departments that directly affects the marketing functions of the organisation.
Marketing and Finance-
3

To carry out any of the activities related to marketing , the organisation require budget for
it. In context to Trail finder, the organisation want to promote its new product and conduct
campaigns to aware customers in the market. To conduct this, the marketing department need
finance so that they it can be done in a cost effective manner. The finance department issue a
budget for the marketing activities in order to maintain good financial stability of the
organisation. This interrelationship between the marketing and finance departments affect the
overall sales of the company. In addition to this, it aids the organisation to maximize the use of
resources which leads to attain organisation goals and objectives effectively.
TASK 2
P3 Compare the ways in which this organisation apply the marketing mix to marketing plan
process to attain business goals
Marketing mix is defined as strategic tool which is used for evaluating different elements
of marketing that helps in promoting products and services of company. This gives guidance to
marketers about strength and weakness that the company has. This analysis helps to know how
company can sustain in market for longer time. The marketing mix of Trailfinder is compared
with Booking.com for deeper understanding of this concept.
Elements of
Marketing Mix
Trailfinder Booking.com
Product This is main product which the
company is dealing with. A product is
known as main reason on which profit
and sales of the company depends.
The strategy used by travlefinder.com
is diversification of products. This
company provides various type of
services for attracting a lot of
customers. Another strategy used by
This organisation focuses on
customer-based service
development. This is a prime
strategy adopted by this
organisation. This organisation
does not provide a wide range of
services. This company provides
services to customers which are in
high demand. The different
4

this organisation is differentiation.
This is useful for gaining competitive
advantage in market. Such services
are able to meet requirements and
needs of customers. Trailfinder
provides services like online booking
of tours, ticket bookings, etc.
services provided by booking.com
are Hotels, guest houses, etc.
Price This is value or amount of service or
product offered by the organisations.
Price of product are affected by a
number of factors including demand
and supply, pay to labour etc. These
factors are considered while
developing pricing strategies.
Trailfinder has adopted competitive
pricing strategy. This is helpful for
growing in the existing and potential
markets by providing services at
relatively lesser price than
competitors.
Booking.com uses differentiated
pricing strategy for it's services and
products. This organisation
provides various deals and
discount offers to customers in
order to attract more customers. In
this company, price is estimated
by fixing it on the basis of actual
perceived value of the services.
5

Place This is location from where
customers can buy services and
products. This consists of easy
distribution of various products and
services. This requires huge
investment for a detailed research or
investigation. This company do
business in two different ways-
physical outlets and online.
Customers can visit it's physical
outlet for tour packages, booking
hotels, airlines, etc. This company
also provides service at it's website.
People can visit this and access tours
and travel packages anywhere.
Booking.com is a company that
gone into digital transformation.
People have shifted to online
bookings and as internet of things
is raised, it was beneficial for
Booking.com to made it's business
online. This company provides
services through a mobile
application. This is the way by
which customers can communicate
with company and get their
required services. An individual
can avail services by using the
mobile application. There are also
physical stores of this company
where customers can get services
which are related to services of the
company.
6

Promotion This is associated activities conducted
for make services or products well
known to customers. Trailfinder
promotes products or services to
customers by using traditional media
approaches such as radio, television,
newspaper advertising etc. This is
best manner for making customers
regarding services given by
Trailfinder. Social media advertising
is helpful for Trailfinder to attract
more number of customers in less
time.
Booking.com uses social media for
promoting services and tour
packages given by the company.
There are many people who are
active on platforms like Facebook,
Instagram, Snapchat etc. and these
are used by various people. It is
best manner of advertising
services offered by the company.
There is also use of radio &
television in order to promote the
services for attracting a lot of
customers.
Process The process is defined as manner in
which a company functions. This is
an approach for reaching target
customers. There are more than one
processes adopted by Trailfinder for
managing the products & services and
make them available for end
consumer.
Booking.com is more into using
simple and easy to use processes so
that customers and employees can
utilise them. This has provided
services to different hotels.
7

People This includes people who at place for
selling products for earning profits.
The perceptions and viewpoint of
people are most essential for offering
service and product to them. Also
employees working in the company
include this concept. There are
talented employees working in the
company that includes various
departments such as sales, customer
relationship management, etc. The
main concern of Trailfinder is that
they are recruiting quality and
talented employees in their firm. For
providing customers quality service,
it is necessary to hire talented and
skilled employees who can perform
activities effectively. Moreover, the
target customers are the millennials
and business persons who are willing
to spend and avail the services.
Booking.com uses different ways
for motivating employees of it’s
firm. They use appraisal
programmes, training sessions,
development programmes etc. This
develops employee’s skills and
capabilities.
8

Physical evidence It refers to the marketing environment
wherein the interaction between
customer and firm. Trailfinder has
distinct packaging of its products
within its retail shops. Moreover, it
has incorporated website which is
user friendly and high quality images
and videos are available for people to
develop their perceptions about the
services provided by the company.
Personalisation is applied in
Booking.com. This is helpful for
customers for selecting the services
like choosing the accommodation,
holiday packages, etc. This is done
according to demands and needs of
buyers who are given services.
TASK 3
P4 Produce a marketing plan for travel and tourism organisation to meet marketing objectives of
the organisation
Marketing plan is referred as document which describes strategies and plans which are
used in order to advertise and promote services and products. This is used for communicating
interacting with the consumers. This plan is useful for making services popular among
customers. Strategic marketing plan has main objective for attaining organisational goals. This
also increases competitive advantage of this company in marketplace.
In context of Trailfinder, there are various services offered to customers. These services
include booking services, tour packages, travel service providers. Customers can use website of
this company and make bookings and tour orders in an effective manner. Customers can make
the bookings in an instant manner by using internet and website. This is helpful for in flight
engagement , fast check-ins, etc. The marketing plan of Trailfinder is mentioned below -
Offerings: The different services offered by Trailfinder are tour packages, personalised
services, tourist destination fares, etc. This is done by website and physical outlets. The main
9

objective of Trailfinder is for assisting customers to book tours and travels effectively. Together
with this, self check-ins is also its another feature.
3.1 Difference between a basic (tactical) marketing plan and strategic marketing plan
Strategic marketing plan is important for every organisation that there must be effective
strategies present between management. This type of planning includes having a good analysing
and understanding of new trends within the hospitality sector, competitive position and
demographics and buying behaviour of customers. On the other hand, marketing plan is defined
as road map used for attaining objectives and goals of financial plan that entails marketing
budget. The tactical marketing plan consists of advertising , community building and sales
promotion. The Advertising of products and services of the organisation is done by using radio,
television, radio, print marketing ,etc. This is communication of brand image and informing
target customers about existence within market and promotional events. Benchmarks are set for
production of revenue and adjustment of strategic assumptions are done.
ANALYSIS
 Destination mission and vision – The vision of Trailfinder is to provide effective
services to customers so that it becomes benchmark for traveling companies.
The mission of Trailfinder is to provide affordable trips and plans for travelling.
 Situation analysis (environmental scanning)
Environmental scanning is defined as the process of collecting information regarding events
and relationships within the company's external and internal environment.
 Environmental scan (PESTLE analysis)
The PESTEL analysis is defined as market analysis done for analysing the various factors of
business environment that can affect functioning of business operations. In context of travel and
tourism company it is important to analyse all factors before providing service in market. The
elements of PESTLE in context of the tour and travel organisation is given below -
Political factors
The political stability is important for
managing the hospitality organisation like
Trailfinder has to work effectively by
managing all rules and regulations provided by
10

government.
Environmental factors
This traveling company focuses on managing
and doing activities which do no harm
environment.
Social factors
It is very important for managing and
analysing the needs and wants of customers.
They are provided services according to the
needs of customers and clients.
Technological factors
Trailfinder uses new technology for booking
services, boarding services, etc.
Economical factors
Economic factors affects the functioning of
Trailfinder. This organisation makes travelling
and tour services in places where there is high
economy and good conditions of living.
Legal factors
Trailfinder has to follow different regulations
and rules that are given by government.
 Destination analysis (SWOT analysis, PLC analysis)
The PLC analysis is defined as cycle by which products offered by the company goes from
introduction to the withdrawal demise. The stages of this model in context of Trailfinder is listed
below -
Introduction - This is defined as the entry stage where products are just introduced in the
market. In this stage, heavy marketing and promotion is doen for Trailfinder’s tour and travel
plans.
Growth – This is defined as the next stage where the new product or service is enhanced within
market. This is profit making stage and stabilisation of market share takes place.
Maturity – This includes sales growth at slow rate and then finally there is stabilisation. Here
product differentiation takes place.
11

Decline – If the new product or service is not making enough money then the offering of that
product or service is stopped.
SWOT analysis
Strength Weakness
Trailfinder provides services to places that are
attractive and have comfortable weather
conditions.
There is skilled workforce working in this
organisation.
There is higher intervention of government.
This organisation provides good
accommodation facilities.
Opportunity Threat
Opportunity for improving security and
economy in the country development and
research.
There is high competition in market so this
organisation has to develop strong marketing
strategies to capture wide range of customers.
 USP's Identification
The travel and tourism organisation, i.e. Trailfinder organisation has unique selling proposition.
It provides attractive and affordable packages of vacation across the world at affordable prices.
Positioning analysis: Trailfinder has been able to create a significant position in the market
which this company is targetting. The positioning strategy is considering various weakness and
strength so that they are able to create a effective position in the market.
USP Identification: The unique service which is provided by Trailfinder is related to various
services which are being provided by this company. The unique service which they are providing
includes tailor-made travel service which they are providing to their customers.
PLANNING
Marketing Goals: The main marketing goals of this company is to create a position which is
related to achievement of various objectives or sales targets. Such as there are targets which are
set by a company in terms of sales figure which they are willing to achieve in a coming quarter
or coming period. Trailfinder also has set marketing goals which have been decided by the
marketing department of company.
12

Marketing objectives
The below-mentioned are the strategic goals which TRAILFINDER wish to achieve, the same
are as follows:
 Trailfinder has an aim for achieving an objective for increasing efficiency and
performance of business by 10% within a time period of 10 months.
 To increase customer satisfaction by 8% within 5 months from the introduction.
IMPLEMENTATION '
 Action plan Timelines: This is related to what are various resources which will be
required in order to achieve a particular objective in a company. It is a document which is
dealing with various steps which are needed for achievement of a goal. There is a
timeline which is made in trailfinder which will help this company in determining of
tasks to achieve their set goal.
 Marketing Budget - It is useful to identify the target market for selling the services.
Therefore, STP analysis has been conducted which is as follows: segmentation- On the basis of this, the market has been categorised into two parts viz.
Geographical which involves locations and demographical on the basis of age, gender,
income etc. Targeting- Trailfinder is targeting customers earning more than £1500 including people
living in rural as well as urban areas.
 Positioning- It has business presence online as well as physical outlets. This covers
mobile application and social media platforms.
Marketing Budget
Jan
uary
Feb
ruar
y
Mar
ch
Apri
l May
Jun
e July
Aug
ust Sept Oct Nov Dec Total
13

Sales 1:
Loans:
3000
0
Set up cost.
Total Sales:
75,0
00
82,5
00
91,0
00
98,0
00
1,10,
000
1,21,
000
1,33,
100
1,45,
000
1,60,
000
1,75,
000
1,90,
000
2,10,
000
15,90
,600
Direct Costs:
Materials.
10,0
00
11,0
00
12,1
00
13,3
10
14,6
41
16,1
05
17,7
16
19,4
87
21,4
36
23,5
79
25,9
37
28,5
31
2,13,
843
Stock.
2,00
0
2,20
0
2,42
0
2,66
2
2,92
8
3,22
1
3,54
3
3,89
7
4,28
7
4,71
6
5,18
7
5,70
6
42,76
9
Packaging.
1,00
0
1,10
0
1,21
0
1,33
1
1,46
4
1,61
1
1,77
2
1,94
9
2,14
4
2,35
8
2,59
4
2,85
3
21,38
4
Additional
Staffing 500 550 605 666 732 805 886 974
1,07
2
1,17
9
1,29
7
1,42
7
10,69
2
TOTAL
Direct Costs:
13,5
00
14,8
50
16,3
35
17,9
69
19,7
65
21,7
42
23,9
16
26,3
08
28,9
38
31,8
32
35,0
16
38,5
17
2,88,
688
Fixed Costs:
Salaries 1
5,00
0
5,50
0
6,05
0
6,65
5
7,32
1
8,05
3
8,85
8
9,74
4
10,7
18
11,7
90
12,9
69
14,2
66
1,06,
921
Rent.
3,50
0
3,85
0
4,23
5
4,65
9
5,12
4
5,63
7
6,20
0
6,82
1
7,50
3
8,25
3
9,07
8
9,98
6
74,84
5
Rates 900 990
1,08
9
1,19
8
1,31
8
1,44
9
1,59
4
1,75
4
1,92
9
2,12
2
2,33
4
2,56
8
19,24
6
Staff Wages. 3,60 3,96 4,35 4,79 5,27 5,79 6,37 7,01 7,71 8,48 9,33 10,2 76,98
14

0 0 6 2 1 8 8 5 7 9 7 71 3
Utilities/Gas/
Elec 120 132 145 160 176 193 213 234 257 283 311 342 2,566
Phones. 190 210 231 254 280 307 338 372 409 450 495 545 4,082
Freight &
Postage 220 245 270 296 326 359 395 434 477 525 578 635 4,760
Stationary. 100 110 121 133 146 161 177 195 214 236 259 285 2,138
Promotion &
Ad. 320 352 387 426 469 515 567 624 686 755 830 913 6,843
Website. 70 77 85 93 102 113 124 136 150 165 182 200 1,497
Accountant 800 880 968
1,06
5
1,17
1
1,28
8
1,41
7
1,55
9
1,71
5
1,88
6
2,07
5
2,28
2
17,10
7
Legal 750 825 908 998
1,09
8
1,20
8
1,32
9
1,46
2
1,60
8
1,76
8
1,94
5
2,14
0
16,03
8
Transport
1,10
0
1,21
0
1,33
1
1,46
4
1,61
1
1,77
2
1,94
9
2,14
4
2,35
8
2,59
4
2,85
3
3,13
8
23,52
3
Vehicles
1,50
0
1,65
0
1,81
5
1,99
7
2,19
6
2,41
6
2,65
7
2,92
3
3,21
5
3,53
7
3,89
1
4,28
0
32,07
6
Insurance 900 990
1,08
9
1,19
8
1,31
8
1,44
9
1,59
4
1,75
4
1,92
9
2,12
2
2,33
4
2,56
8
19,24
6
Maintenance 150 165 182 200 220 242 266 292 322 354 389 428 3,208
Computers. 800 880 968
1,06
5
1,17
1
1,28
8
1,41
7
1,55
9
1,71
5
1,88
6
2,07
5
2,28
2
17,10
7
Misc. 100 110 121 133 146 161 177 195 214 236 259 285 2,138
TOTAL:
20,1
20
22,1
36
24,3
50
26,7
85
29,4
63
32,4
09
35,6
50
39,2
15
43,1
37
47,4
50
52,1
96
57,4
15
4,30,
326
Sub Total: 33,6 36,9 40,6 44,7 49,2 54,1 59,5 65,5 72,0 79,2 87,2 95,9 7,19,
15

Fix + Direct
Costs. 20 86 85 53 28 51 66 23 75 83 11 32 014
Net Profit:
Sales – Sub
total
41,3
80
45,5
14
50,3
15
53,2
47
60,7
72
66,8
49
73,5
34
79,4
77
87,9
25
95,7
17
1,02,
789
1,14,
068
8,71,
586
7 p's :
 Product: This is related to the exact product which the company is dealing in in case of
Trail finder attempts are made that this should be dealing in providing services which rae
having something different so that they are able to have a differentiation advantage.
 Price: This is related to monetary value of a product or service in which company is
dealing. trailfinder is a established company and they are willing to provide their services
at reasonable prices.
 Place: This is the target market of customers. They are having a target market which is
the customers of all classes and there is no particular segment which is targeted by this
company.
 Promotion: Extensive marketing techniques are not used by Trailfinder instead they are
willing to use the bets quality of their service which can help them in maintaining and
attracting more customers.
 People: This is dealing with all the associated stakeholders in the company. Trailfinder is
able to mange all the individuals in their company in a more effective manner as
satisfaction of these people help in enhancing their performance at the workplace.
 Processes: This is with concern to overall process which is being used in the company.
Trailfinder always ensures that they are able to attract customers.
 Physical Evidence: This is the actual service which is availed by a person or a customer.
In case of Trailfinder when a customer is actually travelling somewhere that is the
physical evidence of that particular service.
16

MONITORING
Performance measures/Indicators - There are several measures for monitoring the marketing
plan. One of the most effective method is Key Performance Indicators. These are the elements
which indicate as to whether the plan is working according to set standards or not. Trailfinder
will measure it's performance by checking the level of customer satisfaction.
CONCLUSION
From the above discussion, this is analysed that marketing plays an important role in
business operations. The marketing department is interrelated with other functions of the
organisation and this helps in smooth functioning of the company. It is very essential for
comparing use of marketing mix of two organisations. This is helpful for developing strategies
and tactics. These are helpful for ensuring attainment of organisational objectives and goals.
Lastly, a strategic marketing plan helps in developing a pathway for marketing and providing
new offerings of an organisation within the market.
17

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