This document discusses the key roles and responsibilities of the marketing function within a selected travel and tourism organisation. It explores the interrelation of marketing with other functional units and compares organisations using the marketing mix to achieve business objectives.
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Marketing Essentials for Travel and Tourism
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Table of Contents INTRODUCTION...........................................................................................................................3 TASK 1............................................................................................................................................3 P1: Key roles and responsibilities of the marketing function within a selected travel and tourism organisation.....................................................................................................................3 P2: Interrelation of roles and responsibilities of marketing with wider organisational context. .5 M1: Analyse the roles and responsibilities of marketing in the context of the marketing environment................................................................................................................................6 M2: Analyse the significance of interrelationships between marketing and other functional units..............................................................................................................................................6 D1: Critically analyse the key elements of the marketing function and their interrelate with other functional units...................................................................................................................6 TASK 2............................................................................................................................................7 P3: Compare organisations by applying the marketing mix to achieve business objectives......7 M3: Evaluate different tactics applied by travel and tourism organisations..............................10 D2: Design a strategic marketing plan to achieve overall marketing objectives.......................10 TASK 3..........................................................................................................................................10 P4 & M4: Produce a basic marketing plan for a travel and tourism organisation to meet marketing objectives..................................................................................................................10 CONCLUSION..............................................................................................................................14 REFERENCES..............................................................................................................................15
INTRODUCTION Marketing is the set of different activities that involve in creating and communicating the best suited offers to the clients, partners, customer as well as society. It identify the requirement of customer for which data is collected based on which the company tap into the untapped need which act as opportunity to cover the whole market effectively (Yanenko, 2018). Within marketing essential, the market research determine the vital information that is useful to address thespecificissue,designcollectionofvividinformation,analysesignificantresultand communicate the same to the interested stakeholders of company. In terms of services, marketing is based on delivering the value and formulated strategy to build long term relationship with ultimate target market. To deal in services firm need to cautious due to its unique intangible experience that helps to build strong experience of customer regarding the offerings. For the better understanding of report Inter Contionenetial hotel group has been selected which is the multinational hospitality company that has the headquarter in England(Yanenko, 2018).The company basically provide different services like hotels and resorts to the customerin order to cater the tourist of different country and make their trip memorable. This report cover tropics like role of marketing and its interrelation with the different functional unit. Compare the ways by which different travel and tourism organisations uses the marketing mix.Further, develop the marketing plan to meet the objective of an organisation are covered in this report. Report is about the marketing plan which is being implemented by company in order to achieve their goals and objectives TASK 1 P1: Key roles and responsibilities of the marketing function within a selected travel and tourism organisation Marketing functionassist the company to identify as well as promote the successful brand within the diverse market by differentiating it with others. The typical functioning comprises of different roles as well as responsibilities such as conducting in-depth marketing research, preparing plan and maintaining public relation for potentially functioning of an organisation (Jeon, Ok and Choi, 2018). Explanation of roles and responsibility of diverse marketing functions for IHG hotel are defined below:
Gather market information:This is the prime marketing function that assist the organisation to gather the significant data which is required for potential functioning of firm. It is useful way to collect the data that can be used by the IHG hotel to cater the needs of customer. Analysis of the relevant information is the core responsibility that help to design the criteria and promote adequate business functioning. Marketing planning:It is the essential part of the marketing functioning under which the future action as well as strategies are determined for the functioning of firm. Within IHG hotel the roles and responsibility of marketing function helps to enhance the overall production as well as sales of company. So adequate or strong planning leadsto smooth business functioning required for sustainable development. Branding:This marketing function is responsible to generate the awareness of the hotel and differentiated the services with other rivalries. It consist of the brand promise that need to be catered by the company (Sharma and Kaurav, 2018). Like, the IHG hotel which offer luxury services exclusively pay attention to the need of each and every individual in order to retain its image within hospitality industry. Customer support service:It involve different kind of function like provide after sales service, handling the issue or problem faced by customer, procuring the credit services and so on. In context to the IHG hotel the main responsibility of this function is to retain the interest of overall customer by solving their issue within suitable duration. Arising issue is not the major issue if it is handled adequately so the selected hotel offer the customer support services via its website which is the part of online platform as well as physical hotels. Promotion:As per promotion marketing function all the necessary detail such as its attributes, usage as well as prices of the product or services is shared with the customer in order to persuade them to take the action suitably. Some of the promotional tools used by IHG hotel comprisesofadvertisementmethodandbuildingpositivepublicitywhoserolesand responsibility is to build the sound image of company which is required to take all the possible actions. Therefore, various marketing functions cover diverse areas but the sole objective of these roles and responsibility is to attract the customer and fulfil their expectations which are beneficial for the service marketing to gain competitive advantage. Thus, the marketing manager
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of IHG hotel is to anticipate the external marketand enhance the profitability as well as productivity of firm. P2: Interrelation of roles and responsibilities of marketing with wider organisational context Marketingisthevitalbusinessactivitythathelpthefirmtomaintaincustomer satisfactionand maintain long lasting relationship with them for adequate functioning of firm. This marketing function is highly related with the other functionof an organisation as all the function are the internal part of an organisation whose ultimate objective to attain the objective of firm. This laid the marketing departmentto be backed up by other department and carry out the effective performance (Yilmaz,2018). If the IHG hotel prepare plan then the marketing department needs to support of HR, finance, production as well as sales. Explanation on the interrelation of different department are determined below: Marketing with HRM:Human resource department are responsible to hire the right applicant, train as well as engage them by formulating effective employment relation. The basic purpose of this department is to manage the personnel and and motivate them to enrich the existing skills and capabilities in order to attain the desired outcome. So marketing department of IHG hotel depend upon HR department to get the potential employee that can boost up the reputation of firm. Similarity, they can get the performance evaluation report based on which the marketing manager can organise the session to attain the collective target. Marketing with sales:Sales department is responsible to direct deliver the services to customer by pitch them and sharing the usefulness of particular product and services. This ultimately help the organisation to enhance its profitability as well as productivity. Similarly, marketing is the broad term which is not only confined to selling the services but it cover the activities like conducting market research, convert business idea into concept and then finally deliver it to the potential market (Shinohara, 2018). Thus, both of the function are interrelated with one another like the marketing department of IHG hotel depend upon the sales department to attract the customer and enhance the footfall of company. Also with the help of this department company can gain the idea of customer response as well as behaviour towards the product so that they can bring modification in the existing product. Marketingandresearchdepartment:Researchanddevelopmentdepartmentis responsible to analyse the external environment or surrounding and anticipate the changing trend based on which existing organisation need to bring certain alteration. Data is the prominent part
of the marketing department which is generated from the research technique which depict the interrelation of marketing function with research and development. Like, earlier IHG used to maintain most of the data manually but with the help of R&D department it understand the marketing department understand the relevance of technology to store all the vital data of customer. This data can be further used to analyse the performance of company and understand the response of customer in order to build the long term relationship with customer. M1: Analyse the roles and responsibilities of marketing in the context of the marketing environment Marketing is the successful tool that laid the manager to sell the ultimate product or services to the customer in order to enhance the sales as well as profitability of firm. It involve the different marketing function that help the company to establish the base of loyal customers that can facilitate the performance of firm (Paniandi and et. al., 2018). The marketing function analyse the external marketing environment and carry out different roles and responsibilities liker to gather the essential information regarding changing preferences and taste of customers. Develop the suitable branding and promotional strategy in order to facilitate the customer to make the final purchases.Further, it even involve the after sales service to gain the trust and build long term relationship with potential customer. M2: Analyse the significance of interrelationships between marketing and other functional units As marketing department is interrelated with the other functional area such as sale, research and development which benefit it by getting the wide arena on the basis of which suitable actions can be taken for the effective business performance. Like, the significance of interrelations with HR department is that the marketing head gets the pool of suitable candidate who are trained enough to perform their respective tasks effectively (SINGH, 2018). Similarly, interaction with sales department is significant to handle customer grievances and widen up the sales of services. D1: Critically analyse the key elements of the marketing function and their interrelate with other functional units Marketing function involves different steps to reach out the final consumer. These steps start from gathering data and work till customer satisfaction. So it is vital to carry out each stage other it may lead to dissonance and wastage of company both in terms of money and cost. The
IHG hotel with the help of market research analyse the customer behaviour as well as competitors strategy based on which firm prepare its own strategy and conduct promotion. It is is done and planned effective then it will lead to favourable result otherwise this will give the opportunity to the rivalry in order to enhance their market (Birdir, Dalgic and Birdir, 2018). TASK 2 P3: Compare organisations by applying the marketing mix to achieve business objectives Marketing mixconsist of 7P's that help to make the desired strategy in order to attain the better result and serve the whole market effectively. This represent the set of tactics that help the firm to focuses on different elements and attain the objective by enhancing the brand amongst significant consumers. Basis of differenceIHG hotelMarriott hotel ProductIHG hotels sells the product within different categories such as Even hotelwhichhelpthefirmto concentrateandfocusonthe different product lines due to which customergetstheopportunityto selectthatvarietyorcategory whichsuitstheirrequirements. Thus, the company is more keen to deliver the supreme quality service in order to retain the interest of customers (Intercontinental Hotels Group Marketing Mix Strategy 7Ps Analysis. 2018). Marriott hotel is highly recognised in terms of its luxury chains of hotel. This helps the company to attract the tourist of different geographical and get the benefit to avail core, actual as wellasaugmentedservicesfrom company in order to suitably enjoy the stay. PriceAsthecompanyseekforthe differentiated strategy for which it hastheskimmingorpremium pricing structure which is relatively higherthanthepriceof Although the company charges high prices but sill it varies as per they location,customerrequirementas well as different hotels such as JW Marriott, Gaylord and so on. The
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competitors.Eventheloyal customerdonotmindpaying higherpricesbecauseofthe additionalfeaturesandcustomer oriented services. company set prices on the basis of need of customer so that they remain satisfied and find worth spending in particular company. PlaceThe different category of the hotels that fall under IHG cover different geographical market including both developedaswellasdeveloping partofthecountry.Thereare approximately five thousand hotels and eight lac room. This represent the capacity of company to cover the huge guests and look after their needs effectively. Also it uses both online and physical hotels to deals with the customer and create value addition. Thecompanycurrentlyfunction around120countriesandusually select the locations which are near the crowded marker or airport for theconvenienceofcustomers (MarriottMarketingMix(4Ps) Strategy. 2019). PromotionThecompanydependsupon multiplechanneltoappealthe interest of customer and promote its differentserviceswisely.This include the use of traditional media that comprises of print media or televisionaswellasdigital platform such as website and social mediatoattractthepeopleand widenitsreach.Thus,itisthe potentialplatformthathelpto convert the potential customer into Marriottsolelyusesthedigital platformtoshareallthedetail informationtothecustomer.As majority of the people are internet user so it uses different marketing marketing tools like website, email marketing, SEO, affiliate market and mostimportantsocialmediato remain connected with customer and resolve their queries.
the loyal ones. Physical evidenceIn terms of Physical evidence the companyhastheonlineuser friendlywebsitethatallowthe customertoviewthedistinct productandservicesthatare suitableenoughtomaintainthe quality and fulfil the requirement effectively. The hotel, resort, great ambiance as wellasphysicalobjectssuchas towel or other toiletry items are the part of physical evidence. This leads to the lasting experience of company and retail the interest of customer. PeoplePeoplewhoarethepartof respective hotel are highly trained as well as competitive enough to understandthepreferencesof customerand guide them in the potential direction. As the company changes the high prices and have sound reputation sue to which they cannotaffordcompromisingits services.Thisledthemto understandtherequiredof customer and fulfil them in order to enrich existing skill and capacity of workforceanderadicatethe chances of dissonance. Service the guest potentially is the basic objective based on which the hotel prepare the different strategy. Staff or the personnel delivers the services so the manager offer them consistent training to standout their servicesamongsttherivalries (Llopis-AmorĂłs, and et. al., 2018). ProcessWiththeadvancementof technology, the internal staff area morepronetousethelatest innovation that help in systematic functioning and quality delivery of services.Alongwiththatthe Toensurethedeliveryofquality servicestheprocessesofMarriott hotel include the efficient booking as well as comfortable stay. Almost all the activities starting from the online booking, check-in rooms as well as
company uses special software and customiseddatabasemanagement systemtorecordallnecessary informationandenhancethe process on the basis of cost as well efficiency. check out are done in the well versed ways. M3: Evaluate different tactics applied by travel and tourism organisations Tactics basically refer to the innovative technique or strategic plan that basically assist the organisation to enhance the performance of business. For this the manager of IHG hotel makes significant effort to focus on the different elements of marketing mix and articulate right tactics for each and every elements. Such as the company concentrate to prepare differentiated strategy for each of its divisions to et the unique image of company. Also innovative technology are used by company such as automation and use of special software for which training is provided to the staff. This lead to potential deliver of the services with the perspective to attain the overall objective. D2: Design a strategic marketing plan to achieve overall marketing objectives Marketing plan is the structured process that comprises of various components like setting the objective as well as vision and mission for the offerings of company. Based on this the marketing mix is prepared in order to avoid the chances of deviation. As the marketing plan of company is to enrich its services and become the top most luxury brand so according it prepare the tactics for marketing (Abou-Shouk and et. al., 2018). IHG hotels believes in deliver quality services for which premium prices are set which is higher than rivalries strategy. Along with that it chooses its location appropriately like near airports so that the traveller do not have to strive hard in order to reach the particular hotel. Further, the quick and potential services led the hotel to retain the interest of customer and attain the overall marketing objective effectively.
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TASK 3 P4 & M4: Produce a basic marketing plan for a travel and tourism organisation to meet marketing objectives Marketing planis the systematic structure or comprehensive activity that outline and develop the effective functioning of firm. This is most preferable method which is used by the organisation before launching the new product in market. Application of marketing plan laid the manager of IHG hotel to enhance the overall profitability of firm by preparing the set objectives as well as strategiesrelatedto the marketing and advertisement functioningin order to accomplish the set objective. Overview of IHG hotel InterContinental hotel is the public limited company tahat was founded in 2003 and curern6tly operate in more than ninety countries. The company has different divisions like Even hotels, Candlewood suites, Holiday Inn, Crowne Plaza and so on. These different division are responsible to effectively cater the need of traveller who require the hotel and accommodation facility in order to relax and enjoy the stay. Due to which it has the wide capacity to cover approx eight lac guest at a time (Tadic, Ratkic, and Suput, 2019). Thus, to smoothly expand and diversify thebusiness, IHG hotel has planned to use the robotics technology in order to reduce the waiting cost and carry out different activities smoothly. Objective:To deliver the supreme level of services within stipulate time period with the help of Robotics technology. This will possibly attract the traveller so the objective of firm is to widen its profit margin by 15% within one year. Vision and Mission:The vision of IHG hotel is to be the prime option for the customer in terms of luxury hotel. So to fulfil it the mission of company is to maintain the relationship with customer and provide additional feature to the customer in terms of convenient booking, pick up and drop facility, provide workout and spa corner. SWOT Analysis Strength The wide size of the IHG hotel can help them to gain the advantage of economies of scale in termsoffurtherexpansion,useadvance Opportunity As most of the customer largely depend upon theinternet,souseofdigitalmediaisan opportunity for company. This can help the
technologyandpromotionofcompanyto effectivelyattractthehugecustomerbase (Gupta, 2019). IHG hotel to promote the innovative Robotics technology with the use of online platform. Along with that with the help of analytical tool thecompanycananalysetheexisting performanceofcompanyforwhich improvement actions can be taken to engage the traffic. Weakness The all division of company serve the premium customersonlyduetowhichnoeconomic holding is the weakness for company that has laid to the confined customer base. As well as dynamicenvironmentandchangesinthe external factor act as a weakness because it affect the performance of internal staff. Threat Therecarevariouscompetitorofcompany such as Marriott and Hilton that too offer the luxury services to the customers but at low rates in comparison to the IHG. So strong presence of substitute is the threat to company. Marketing mix:The marketing mix for the new innovative that is Robotics technology is described below: ProductIntroductions of the Robots to carry out different functions of an organisation such as house keeping with leads to perfection as it does not involve human error. PriceThe manager chargeshigh or the premium pricesfrom the prestigious customer. PlaceInitially, IHG hotel has decided to launch the robotics technology in UK and USA to check the customer response. PromotionUse of digital platform to share the post regarding advance technology. Physical evidenceComputer system, robots as well as technical equipment are particularlythephysicalevidencethathelpbuildcustomer
experience. ProcessOnline website and computer system will help organisation to deliver travelling services. PeopleSkilled workforce and standardize performance of technology can help to enhance the satisfaction of customer. Marketing Budget Marketing budget of each year is prepared so that the IHG hotel for the new product that is Robotics technology makes the significant investment. This help to avoid the chances of incurring unnecessary expenditure which finally widen up firm's profitability. Monitoring and Controlling
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Systematic function and the use of predetermined budget can help the company to reduce the chances of deviation by minimising the gap between standard as well as actual performance. This even laid the firm to formulate and follow the strategies significantly. Physical evidenceComputer system, robots as well as technical equipment are particularlythephysicalevidencethathelpbuildcustomer experience. ProcessOnline website and computer system will help organisation to deliver travelling services. PeopleSkilled workforce and stnadradize role performed byteam will play a major role in developing the recognition technology that helps customers to get better services while travelling. CONCLUSION From the above report it has been concluded that marketing is the prominent part of an organisation that carry out all major activities which start from analyse the changing trend till spreading awareness regarding product and services amongst the potential market. It perform different roles and responsibilities like promoting the business and provide customer support services for the convenience of existing as well as potential buyer. Along with that marketing mix which is the inclusion of 7P's is required before launching the new or modified product in the market. Here the manager need to draft several decision for the convenience of customer as well as company. Therefore, investment in preparing marketing plan encompasses the firm to meet predetermined objective effectively which is required for sustainable growth.
REFERENCES Books and Journal Yanenko, L., 2018. Marketing in the Hotel and Tourism Business(Doctoral dissertation). Jeon, H., Ok, C. and Choi, J., 2018. Destination marketing organisation website visitors’ flow experience: an application of Plog’s model of personality.Journal of Travel & Tourism Marketing. 35(4). pp.397-409. Sharma, S. and Kaurav, R. P. S., 2018. Marketing destinations to domestic travelers. InThe Routledge Handbook of Destination Marketing (pp. 123-132). Routledge. Yilmaz, I., 2018. Service quality and marketing. InThe Routledge Handbook of Destination Marketing (pp. 92-99). Routledge. Shinohara,Y.,2018.TourismStrategytowards2020:PromotionofTourismandthe Revitalization of Regional Areas. InEconomic Challenges Facing Japan’s Regional Areas(pp. 67-73). Palgrave Pivot, Singapore. Paniandi, T. A., and et. al., 2018. Marketing mix and destination image, case study: Batu Caves as a religious destination.Almatourism-Journal of Tourism, Culture and Territorial Development. 9(17). pp.165-186. SINGH, M., 2018. UNDERSTANDING SOUVENIR AS AN ESSENTIAL INSTRUMENT FOR GUIDING TOURISTS: A CONCEPTUAL FRAMEWORK.Journal of Tourism Intelligence and Smartness,1(2), pp.75-87. Birdir, S. S., Dalgic, A. and Birdir, K., 2018. A critical review of destination marketing. InThe Routledge Handbook of Destination Marketing (pp. 7-15). Routledge. Llopis-Amorós,andet.al.,2018.Marketingdestinationsthroughevents:Researchon satisfaction and loyalty in festivals 1. InThe Routledge Handbook of Destination Marketing(pp. 133-153). Routledge. Abou-Shouk, M. A., and et. al., 2018. The role of international exhibition venues in marketing exhibitors’ destinations.Journal of Vacation Marketing. 24(2). pp.136-147. Tadic, D. P., Ratkic, H. and Suput, B., 2019. ONLINE MARKETING COMMUNICATION FORPURPOSEOFBRANDINGOFTOURISMORGANISATIONSAND DESTINATIONS WITH SPECIAL FOCUS ON SOCIAL NETWORKS. Economic and Social Development: Book of Proceedings, pp.219-227. Gupta, G., 2019. Inclusive Use of Digital Marketing in Tourism Industry. In Information Systems Design and Intelligent Applications (pp. 411-419). Springer, Singapore. Online Intercontinental Hotels Group Marketing Mix Strategy 7Ps Analysis. 2018.[Online]. Available through:<https://www.essay48.com/term-paper/15283-Intercontinental-Hotels-Group- Marketing-Mix> MarriottMarketingMix(4Ps)Strategy.2019.[Online].Available through:<https://www.mbaskool.com/marketing-mix/services/17317-marriott.html>