Roles and Responsibilities of Marketing in Travel and Tourism

Marketing Essentials
for Travel and Tourism

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1) Key roles and responsibility of marketing ......................................................................3
M1) Analysis of roles and responsibilities of marketing in the context of the marketing
environment ...........................................................................................................................5
P2) Roles of marketing in broader organisational context.....................................................5
M2) Significance of Interrelationship ...................................................................................6
D1) key elements of the marketing function and how they interrelate with other functional
units .......................................................................................................................................6
TASK 2............................................................................................................................................6
P3) Comparison of elements of marketing mix within two hospitality organisations (travel and
tourism) ..................................................................................................................................6
M3) Evaluation of different tactics applied by travel and tourism organisations to achieve
their business objective ........................................................................................................11
TASK 3..........................................................................................................................................11
P4 & M4) Marketing plan ...................................................................................................11
D2) Strategic marketing plan ...............................................................................................14
CONCLUUSION ..........................................................................................................................15
REFERENCES..............................................................................................................................17
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INTRODUCTION
Marketing is basically related with the process of creating awareness and publicity about the
offerings of an organization to persuade the target customers for intending them to making
purchases. Thus, marketing is a tool used for increasing sales and profits of a company through
properly promoting and communicating information about their products or services. It is also
useful in developing and maintaining effective and long lasting relationship and bonding with
customers, clients and other stakeholders to maintain the success and performance of an
organization(Fairley, 2019). This assignment is based on marketing and promotional activists of
Cosmos Tours Ltd. It is a travel and tourism organisations of UK having it’s headquarter in
Bromley, south east London, England, UK. Cosmos Tours Ltd provides a range of tour packages
and escorted holidays across UK and many other locations of world. This report includes role of
marketing and its relation with others functional unity in a hospitality organisation. Beside this a
comparison between marketing mix of two organisations is provided for better understanding of
tactics used for achieving objectives. At last a strategic marketing plan is also included in this
assignment.
This report is bout the important role played by marketing in success of any organisation
and includes use of various marketing tolls and strategies like marketing mix, etc. A interrelation
among marketing and various functional unit is also made to have greater emphasis on role and
necessity of marketing. For this assignment the chosen organisation is Cosmos tour Ltd which is
a famous tour operator of UK providing a wide range of package holidays and other attractive
touring site for its customers. Cosmos tours ltd was founded by Sergio Mabtegazza in 1961 in
UK and the main purpose behind selection of this organisation is that it provide information
about all the dimes ion of a tour and travel organisation.
TASK 1
P1) Key roles and responsibility of marketing
Marketing is an integration of all those activities which are performed by an organization
to enhance image of its brand and to make its product popular among customers. For this
purpose many roles are performed by marketing which include marketing research, strategy
formulation, product development and promotion, customer service, etc (Stalmirska, Whalley
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and Fallon, 2019). The important role and responsibilities played by marketing in Cosmos Tours
Ltd are provided below:
Marketing research- It is one of the most crucial role of marketing as all the strategies
and plans of an organisations are based on marketing research. Timely research is conducted by
marketing to gather the information about current trend and prevailing situation in business
environment of an organisation. The marketing team of Cosmos Tours Ltd regularly conduct
market research to collect information about latest demand and trends of customers. This
ascertainment of taste and preference of customers enable Cosmos Tours Ltd to come up with
best services and touring packages to attract a large section of customers.
Formulation of strategies- The success and performance of an organizationdepends on
effectiveness of its strategies and polices. Marketing plays an important role in strategy
formation through providing all the relevant information about current market situation and
behaviour of customers thus, lead to better decision making and effective policy formulation.
Marketing also ensure that strategy formed must be parallel to overall targets and should
properly align with objectives of organisations (Malik and Sharma, 2019). In Cosmos Tours Ltd
marketing makes it aware about new opportunities and threat that are prevailing in business
environment so that proper strategies can be made to grab the opportunities and reduce the risk
of threats. Thus, marketing plays a crucial role in effective strategy formulation and success of
Cosmos Tours Ltd.
Promotion and communication- It is yet one of the most important role of marketing
which aim at creating awareness about product and services of an organisations. Promotion
function of marketing ensures communication of attractive features of product or services so that
attention of large a number of customers can be attracted for enhancing sales of product.
Marketing is playing a crucial role in communicating best features of tours and travailing
packages of Cosmos Tours Ltd through making effective use of promotional tool like advertising
through digital media and many more (Martens and Reiser, 2019). Thus, marketing is having a
important role in improving brand image and customer base of Cosmos Tours Ltd through
properly communicating.
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