Marketing Essentials for Travel and Tourism

This document discusses the key roles and responsibilities of marketing functions in the Topdeck travel company, the comparison of marketing mix in different organizations, and a basic marketing plan for Topdeck. It covers topics such as increasing customer awareness, new market research, promoting facilities, building customer relationships, brand advertisement, and different marketing concepts. It also explores the relationship between marketing and other departments such as human resources, sales, operations, finance, and production.

Marketing
Essentials for
Travel and
Tourism

Table of Contents
INTRODUCTION ..........................................................................................................................3
P1.....................................................................................................................................................3
Key roles and responsibility of the Marketing Functions in company top deck tourism
company......................................................................................................................................3
P2 ....................................................................................................................................................5
Roles and responsibility of marketing relates to the wider organization....................................5
P3.....................................................................................................................................................6
Comparison of different organization marketing Mix to the marketing planning process to
achieve objectives.......................................................................................................................6
P4 ....................................................................................................................................................9
Basic marketing plan for company top deck ..............................................................................9
CONCLUSION .............................................................................................................................12
REFERANCE ...............................................................................................................................13
.....................................................................................................................................................14

INTRODUCTION
Tourism management include all the activities which is related to the tourism and travel
industry. This is a multidisciplinary filed that prepare people with a training interest and
experience for a management positions in the food . Accommodations and tourism management
industry. This report will briefly define a marketing and examine the development of the
different concepts of marketing , it will cover role of marketing in tourism and explain the
fictional unit . It will explain the all 7 pieces of marketing and how it helps to achieve
organizational goals. Study will compare marketing mix of two companies. This report will
evaluate detailed plan which will apply objectives of organization. Report will include design of
strategic plan for travel company and tourism organization that enables the marketers to
tactically use the pieces to achieve the overall objectives and include measures for monitoring
and evolution of success. This all will be cover in this report.
TASK
P 1 Key roles and responsibility of the Marketing Functions in Topdeck travel company
Marketing is the process or activity which helps companies institutions to promote,
communicate, deliver the ideas and goods and exchange the offerings of product or services
which have value in the eyes of clients, partners and society.
Marketing manager of Topdeck has impotent role they are responsible for maximization
of the profit in the company (Al-Janabi and Mhaibes., 2019). Individual develop programs for
the company and they are only responsible in the search of proper market of tour and tourism.
They also have to understand the needs and demand of the customers . The main role of the
manager is to promote their company in market. Without marketing they cannot be successful.
They find a right market for the company and bring the proper trends which can satisfy
customers of the company top deck
Increase customers Awareness
Many people from the all around the world come as tourist. It is important for the
marketing managers of the The company top deck that it should focus on the tourist . This will
help them to increase more opportunity for company.
New Market Research

Marketing helps company to find a potential market of the customers. They study about
the different market after the study of different markets they add those places in their list and
provide tours of that places (Al-Janabi and Mhaibes., 2019 ).
Promoting Facilities
Marketing managers develop the plan for the company they need to increase occupancy
during the time of the year when the online booking is very low. During this time they provide
budget tour plan and provide low ticket price. This helps to attract more customers for the
company and they can generate revenue when online booking is low. Offers and sales attract
people and the main role of marketing is to attract customers. managers can organize conference
as well they have to fulfil them when events are not taking places.
Build Customers Relationship
For every tourism company it is important before them to build a relationship with their
regular customers so they can take services for them. It is important For Topdeck company to
make strong relationship with their existing customers. manager of the company have to
organize customer loyalty programs and give discount to the Customer who regularly take
tourism services from this company (Becker., 2016). They have to provide regular meeting
facilities for the amount of travellers and visiting customers.
Brand advertisement
They advertise their brand on the T.V and many social media platforms. Social media is
the best way to promote their company because they can target different age group of people.
Every people use social media now a days. Marketing team can give advertisement on the social
media platforms like Instagram, twitter , Facebook and many more. It is less expansive and
company can reach to the new customers easily. Marketer of the company have to make plan
that in which social media platform they should promote advertisement of the Topdeck travel
company and they have to decide the target people as well. This will helps company to show
their present on the market and they can increase brand value in the market.
Development of marketing concept
Production Concept-
This concept stated that companies believed and anticipated that customers those
products which are reasonable and can be easily accessed by them. This concept stated that if

they increase the supply then they will be able to easily decrease their cost as the main focus of
this aspect is to work on producing in mass quantity so that they can decrease the cost.
Product Concept-
This concept clearly works on assumption that the consumers only demand quality goods
and services and the prices that Topdeck charges does not affect their consumers. They are even
ready to pay high prices if the company is offering quality goods to them. This concept only
target high class customers as it charges higher prices for their products and other people won't
be able to afford it.
Selling Concept-
This concept is different from product and production because the main focus of this
aspect is to sell the product. This concept is not concerned with the quality or price of the
product. The prime focus of this aspect is to make a sale. It believes that if the company don't try
to sell it in an aggressive way then they won't be able to make the sale.
Marketing Concept-
This concept helps Topdeck to identify the current demand in the market and fulfill it. So
that both the company and the customer can get benefit from that. Different concepts of
marketing are used according to the nature of the business. This concept states that if the
company wants to meet their goals then they will need to anticipate the demand in the market
and needs of people so that they can work on them way more effectively than their competitors.
This concept emphasizes on Pull strategy.
Societal marketing concept-
This concept is new as compared to the concept of marketing. This concept focuses on
the market they have targeted its needs and wants so that they can make a quality delivery to
their customers in a better way then their competitors. Also it focuses on the importance of
society as a whole. This concept maintains a balance between the marketers and the standards
which they need to maintain which is the ethical code of conduct of the company. If not followed
will affect the reputation of the company in the market.
P2 Roles and responsibility of marketing relates to the wider organization
Relation between marketing & Human resources
HR hire people and marketing team forecast requirement of man force to meet the
demand. This coordination between both department I helpful in giving support to each other and

meeting the objective of business. By this way sales can be generated and firm can support in
meeting organisational goal (Eletxigerra, Barrutia and Echebarria., 2018).
Relation between Marketing and sale
Hospitality sales is totally different from the customer goods sale because in the
Hospitality industry marketers sale services of the company. Marketers of Topdeck has to sale
services which will be provided by the companys. They focus on how they can attract tourist to
come and stay in the company (Dodds and Jolliffe., 2016). They make plans according to that
then sale their services through the activities.
Relation between marketing & operations
Marketing aids in knowing consumer’s needs and operational department ensure to give
quality goods to consumers. Both department works with each other which help business in
raising sales and increasing profit of organisation to great extent. Marketing and operation have
strong bonding which allows in exchanging necessary information properly.
Relation between marketing & Finance
For the Promotion of the Topdeck need a huge amount of money because they use
different platform for the marketing like online advertisement, market study and many more
(Becker., 2016). This relationship aids in managing funds well and generating cash flow in
business for longer duration.
Relation Between marketing & productions
Marketing department ensure getting detail about needs of consumers and production
department take care of quarries of people and make changes in production process accordingly
so that customer can get desired products and services by firm. This relationship aids in
increasing profit of organisation to great extent.
P3
Comparison of different organization marketing Mix
Basis of Difference Top deck Sta travels
Product The company is the travel
company and it is selling the
travel packages which would
attract customers for working in
Sta travels is travel company and it
is proving the services ot the
customers by the way of the
tourism packages which would

the effective way (Holzbaur Ross
and Rothrock 2016).
specially attract the young people
and children.
Price Prices of then products must be
suitable according to the
customers but the prices are
moderate and it is affecting the
customers at some level.
The rices of the products are quite
low and it would affect the sales of
the company and it would increase
the sales of the company as well.
Place Company is delivering the
tourism packages for the Europe
and many more places but the
place of the company must be
suitable for customers.
The place of the company is
suitable and not would provide the
travel packages for the students to
young people because it is
providing the packages of
adventures.
Promotion The promotion of the products
and the services would have the
effect the sales and the marketing
techniques would be used by the
company to enter the market in
the successful way.
Company would not require the
promotion because it has build the
brand image in the market and
company is using the latest
technologies for marketing of the
products.
Physical evidence company has great infrastructure
and its services are great which
gain attention of buyers.
top deck has great staff and
welcoming services. Its logo is
very popular which attracts people
towards the brand.
Process It has smooth process, staff
members ask for feedback which
enhances loyalty of consumers.
It has online website where
consumers can raise quarries and
can find immediate solution of it.
People People are cooperative, they get
attractive salaries in the business
for their hard efforts.
Incentives are given to staff which
encourage them and make them
loyal towards the brand.

P4
Basic marketing plan for company top deck
Overview
company top deck is privately held company and they are having companys in the all
over the world. Founder of the company top deck is Conrad top deck (Zhang, Cheung. and Law.,
2018). Companies headquarter is in Mclean , Virginia , etc. they are having total 586 companys
in all over world in 2018 and they provide quality services and luxury rooms to their customers.
Mission
company top deck main mission is to focus on the two business objectives- first is
positive impact of the customers and best hospitality service. To raise satisfaction level of
consumers and make them loyal is the mission of company.
Vision
hospitality is the most important passion for this company. (Yolal., 2018) . It means that
the customer of the company experience crafted to be five star. To become the leading brand
globally.
Objective
To increase sales of company by 25% in next three months
PEST analysis
Political Factor
Every country has their own different tax structures. Topdeck tries to provide their
services in more than 1 countries. Different tax structure effect on the probability of the
company. With the change of government, tax structure also change. They have to make
strategies to overcome from this issue.
Economic Factors
This factor affect the firm’s sales across the world, strong economic condition boost
profit and help organisation in sustaining in market for longer duration (Pike., 2015).
Social factors
Topdeck ensure offering food to consumers as per their taste. This attracts people and
make them frequent guest of company.

Technological factor
This factor helps in raising productivity and serving consumers immediately by using
latest technologies.
Legal Factors-
Topdeck follows all the rules and regulations of the country so that they are allowed to
serve their operations (Kobayashi Matsumoto. and Fukushige 2018).
Environmental Factors-
Topdeck is taking some rightful measures and initiatives which can help and sustain the
environment.
Marketing mix
 Product: it will offer additional spa and gym to consumers. By this way it will be able to
target new consumers.
 Price: it will use skimming pricing strategy to attract consumers. This will help in
generating more sales in company and marketing objective will be obtained.
 Promotion: It will be done through social media which will increase sales of company.
 Place: It will distribute directly and will coordinate with consumers directly.
 Physical evidence: infrastructure and staff facilities will be improved so that more
consumers take experience of company’s services.
 Process: online service will be provided to consumers and their complains will be
resolved soon.
 People: employees will get additional training to serve consumers well. salaries and
incentives both.
SWOT Analysis the company top deck
Strength
 they have expand their business to all over the world (Jolliffe., 2016).
 They have good reputation in the market because they are continually growing and
making revenue.
 They treat their employees like their family members. Companies mangers and
employees are having good relationship with each other.
Weakness

 they are having a limited shares in the market and they call themselves a good
brand
 It has poor investment tactics which sometimes affect its revenues and expansion
as well.
Opportunities
 they are having high potential in the market
 Globalisation is the opportunity to business, it can serve in global market and can attract
more customers towards the organisation. Company needs to find suitable market where
it can run its business successfully.
 innovation in the customer services, by innovating new thing company can serve
consumers well and can attract more consumers towards the organisation.
Threats
 Stagnated growth
 Changing policies and regulation are the major threat because top deck has to change all
its operations in order to run business legally. All these things decrease profit and
sometimes affect its sustainability as well.
 High completion is another threat to business which affect its operational efficiency to
great extent.
STP
Stp would include the segmentation, targeting and positioning of the company in the
market.
In the market segmentation company is focusing on the market and the need of the
customers. Customers are attracted towards the company which would provide the products to
them at the low prices. Company would segment at the market and select the targeted customers
in which marketing would be done in the effective way.
In the targeting market company would target the customers and select the targeted
customers which would buy the products according to the company. Target customers would
need the segment the market and also the customers would be analysed and segmented (Tao, and
et.al., 2016).

In the positioning the position of the company and the product is analysed in the market
and the strategies of the marketing is changed as per the need of the customers which would
work in the effective way.
Product life cycle stages
The product life cycle would include the introduction stage, growth, maturity and decline
stage. In the introduction stage it would be concentrating on the introduction of the product in the
market and products would be planned to launch in the market for working in the effective way.
Growth in the product life is must because every product in the company would work in the
effective way and it would also include the working of the product in the effective way. At the
maturity stage the product would attain the Growth in the market and after that the in company
would earn high profits due to the products' maturity stage. In the decline stage products would
need to be improvised and customers would not buy the product because they have switched
towards the other products in the market (Ciambrone 2018).
Budget
Entire marketing plan will have cost spending of 1500 Pound. As marketing experiences
will be of 500 Pound. Salaries will require 500 Pound. Rest expenses will have 500 Pound.
Controlling and monitoring
Controlling will be done through close supervision and by taking feedback from
consumers (Zhang, Cheung and Law., 2018). Monitoring will be done through test marketing.
CONCLUSION
Marketing is considered as essential activity which supports business in attracting new
consumers and offering them satisfactory services. Each company spend huge money in
marketing so that brand can be promoted and enterprise can attract more consumers towards the
brand. This activities ensure to know more about consumers and serve them well so that they
retain in business for longer duration. Marketing mix is the great tool which helps in comparing
strategies of company with other firm. By this way evaluation of existing strategy can be done
and enterprise can make changes in its existing strategies which helps in generating more
revenues in the organisation. Effective marketing planning plays great role in the firm which
supports organisation in generating revenues and attracting more customers towards the brand.

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