Marketing Essentials for Travel and Tourism

Marketing Essentials in
Travel and Tourism

Table of Contents
INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................4
P1: Key roles and responsibilities of the marketing function.....................................................4
M1: Analyse the roles and responsibilities of marketing in context of environment.................6
P2: How roles and responsibilities of marketing relates to wider organisational context..........6
M2 : Analysis of significance of interrelationship between marketing and other functions......7
D1: Critical analysis of key elements of marketing function within specific travel and tourism
company......................................................................................................................................7
TASK 2............................................................................................................................................7
P3: Application of marketing mix to marketing planning process.............................................7
M3: Tactics applied by the company that help them in achieving the .....................................10
TASK 3..........................................................................................................................................11
P4, M4, D2: Strategic marketing plan for the travel and tourism company.............................11
CONCLUSION................................................................................................................................1
REFERENCES................................................................................................................................2

INTRODUCTION
Marketing is a crucial function in every organisation which helps the companies to
identify the needs and wants of the customers and accordingly delivering the value to them. It
includes various activities such as research to identify the changes in taste and preference,
promotion of the goods, their branding and many more. The organisations need to formulate
various strategies for marketing which helps them to achieve their organisational goals
effectively. Functions of the organisations are integrated with each other which will help them to
reduces their efforts, save their resource as it reduces the redundancy of the activities and utilises
the resources effectively. For this report the company that is taken into consideration is Cosmos
Holidays which is a tour and travel company. Marketing analysis is done for the company which
will help them to identify their existing strategies and new strategies that can be followed by
them. This reports includes roles and responsibilities of the marketing functions, their
interrelation with each other, marketing mix of the company. Also a marketing plan is prepared
for the company which will help them to achieve their goal.
TASK 1
P1: Key roles and responsibilities of the marketing function
Marketing is the art and science of identifying, creating and developing the goods and
services with the help of which the target market can be satisfied. It focuses upon unmet need of
the customers profitably (Kotler and et. al., 2018).
Marketing plays a crucial role in the organisation as it undertake various activities to
promote the goods and services of the company. It involves various activities such as advertising,
delivering, selling and research for the products. Marketing function helps to identify the needs
of the customers and accordingly they manufacture and provides the goods and services (Jones
and Rowley, 2011). Also they are responsible for preparing marketing plan for the company,
their product development, market development etc. For detailed analysis of marketing concept
following concept are to be studies:
 Production Concept: According to this concept, the focus of the organisation is on the
mass production as it will reduce per unit cost for the organisation. This ensures
availability of the goods to the customers easily and at lower prices as if the cost for the
company will reduces due to mass production.

 Product Concept: In this concept the focus of the company is to offer products to the
customers as per their taste and want with continuously improving it. This will attract
more of customers as the quality of the products will be comparatively better.
 Selling Concept: In this concept the focus of the organisation is on selling more and
more goods irrespective of the taste and preference of the customers. This can be done
by them with the help of aggressive promotional campaigns as it make their customers
aware about their products and services.
 Marketing Concept: Marketing concept emerged in late 60's which focus on identifying
the needs and wants of the customers which will help them satisfy their customers. The
approach that they follows is customer first as they consider their preference in every
aspect of their operations and offerings (Brady, 2014).
 Societal Concept: This concept is extension of marketing concept in which the society is
also considered. It focusses upon sustainable marketing, where they are responsible for
preserving the ability of future generations to meet their demands by satisfying the
demands of existing ones.
The key roles and responsibilities of the of marketing function are:
 Meeting customers needs and wants : Marketing teams identifies the needs and wants
of the customers which helps them in planning their strategies, activities accordingly.
This helps the Cosmos Holidays to satisfy the customers by providing them the products
which they want and expect from the company. Also it increases the value to the
customers against the pay they make while exchanging.
 Better product offering : Organisation generally offers a wide variety of products for
which they need to take care of various factors such as packaging, designing, labelling
etc. Cosmo Holidays tries to offers all the services which are expected by the customers
so that their level of satisfaction can be increased (Scarborough, 2016).
 Widens market share : As the marketing department offers services as per the needs
and wants of the customers it helps them to satisfy the customers which them loyal. The
customers of Cosmos Holidays are satisfied which then promotes them through word of
mouth publicity. Also the marketing department of Cosmos Holidays offers various after
sales services which includes taking feedback from them on the basis of which they
improves their services.

 Establishes marketing strategy : Marketing department takes the responsibility of
formulating marketing strategy as per the overall objective and strategies of the
organisation. Cosmos holiday make marketing plans which helps them to increase their
number of customers which will help them company to achieve their ultimate objective.
 Marketing research : Marketing department of the Cosmos Holidays undertake the
research which helps them to identify the opportunities in the market by understanding
the customer needs. Marketing team of Cosmos Holidays identifies the competitors
actions and the change in taste and preference of the customers to ensure their
profitability (Soe, Moritaka and Fukuda, 2015).
M1: Analyse the roles and responsibilities of marketing in context of environment
The marketing department of the organisation helps them to achieve their goals by
making their customers satisfied and this can be done by them by identifying the needs and
wants of the customers. But they have responsibility towards environment also in which they
have to consider the society whose resources they uses. The services provided by Cosmos
Holidays should not affect the environment and this can be done by promoting public transport.
Their responsibility is also towards their shareholders whom they have to provides the profits in
terms of dividends and this can be done by increasing their profits. To fulfil their responsibility
towards environment they need to offer quality services to the customers.
P2: How roles and responsibilities of marketing relates to wider organisational context
The integration of the functions of the organisation offers various advantages to the
company as it helps them to achieve the goals by reducing the redundancy in the activities. This
helps in optimum utilisation of the resources that can increase the sales and profitability o9f the
organisation (Werner and Tang, 2017). The interrelation between various department are : Interrelation between marketing and production department : The marketing
department of Cosmos Holidays identifies the needs and wants of the customers on the
basis of which they guides the production department to manufacture the goods and on
the basis of which the production department in return provides them the goods by adding
features or the new products (McDaniel and Gates, 2013). Interrelationship between marketing and sales department : Sales department of the
Cosmos Holidays takes the feedbacks from the customers and on the basis of which their

marketing department identifies the services which they need to add on in their existing
services.
 Interrelationship between marketing and human resource department : Marketing
department of the company on the basis of the need of the sales force ask the human
resources department to recruit new people or to conduct training programs for the
employees. Human resource department in return provides them the employees on the
basis of the requirements provided by them (Ragas and Culp, 2017).
M2 : Analysis of significance of interrelationship between marketing and other functions
The interrelationship between various functions of organisation helps them to establish
coordination and integration. Their should be effective communication between these functional
departments so that benefits can be mutually shared between them. When objectives of
individual functional departments will be achieved then it will lead to achievement of the overall
objectives of the company .
D1: Critical analysis of key elements of marketing function within specific travel and tourism
company
The marketing function conducts research for the company which helps them to identify
the impact of changes in their services also it helps in formulating various strategies which helps
them to achieve their goals and objectives. In travel and tourism industries it helps to identify the
destinations which are attractive to the customers which changes with change in time and
seasons. This helps the Cosmos holiday to adjust their strategies according to the changes which
are taking place. But it has adverse impact also as their customers belongs to different countries
for whom a common strategy may not work and change for one may not acceptable to other.
TASK 2
P3: Application of marketing mix to marketing planning process
Marketing plan
Strategies/ Mix Cosmos Holiday Travelsphere
Product Cosmos Holiday provides a wide
range of package and services to the
customers. The offers various services
Travelsphere provides various
authentic, genuine tours in which they
provides all the related services such

such as booking of the hotel, taking
permits for various locations,
arranging the transport services for the
customers etc. which are dependent
upon the type of package taken by the
customer.
as transportation, food, hotel services
etc. in various countries throughout
the world.
Price The prices that are charged by the
company are economic prices as their
aim is to cater more customers by
making their services affordable. They
also offers various customised
packages which are priced as per the
required services of the customers.
The prices that they charges for their
products are economic and further
they depends upon the services that
are selected by the customers. They
mostly provides customised tours for
different destination.
Place They offers various holiday packages
to different locations in whole of
Europe and other locations such as
Asia, Australia, America etc. The
provides such offers from their offices
which established in UK and through
their websites.
The provides tour and travel services
throughout the world from their
websites and through their travel
agents. Also they have their offices.
Promotion Cosmos Holidays promote their
services with the help of social media
as they believes that people are more
active on that platform and it is very
easy for them to cater from that
platform. Also they promote through
services through direct marketing in
which they send the messages of theirs
offers to their existing customers.
Travelsphere promotes their services
through advertisements on social
media, advertisements on magazines
and by way of direct marketing to
their existing customers which helps
them to make long term relation with
their existing customers.
People The employees of the company are The Travelsphere arranges various

well trained which have the capability
to convince the customers to purchase
their products by effectively
marketing their services. Cosmos
Holidays conducts various session
for the employees which provides
them the complete knowledge about
their services and offers.
training programs for their sales team
which helps them to acquire the
detailed knowledge of their services.
Also the training of the people helps
them to acquire the feedbacks from
the existing customers who has
availed services from them.
Process The process that is followed by
Cosmos Holidays is that they club
with various airlines, hotels which
helps them to provide effective
services as they can easily
communicate to each other.
Travelshpere has strong channel
partners with various resorts, hotels,
transport service providers etc. which
help them to easily coordinate and
provide effective services without
making any delays.
Physical
Evidence
The physical evidence is the receipt
that they provides to their customers
when they take the package from the
sales team or the office of the
organisation. The ambience of the
office also is a physical evidence.
The physical evidence in case
Travelshpere is the messages that they
send when the customer take their
services and their website.
M3: Tactics as marketing plan applied by the Cosmos Holidays that help them in achieving the
goals
The tactics are the short term strategy which an organisation can follow to achieve their
short term goals. The Cosmos Holidays need to adopt various such tactics. The most crucial
strategy that can be followed by them are of marketing mix which helps to identify various
strategies related to products, prices, promotion etc. On the basis of such strategies they can
easily take the competitive advantage. Also they can use the benchmarking which will help them
to set targets on the basis of the best performer of the industry (Joshi, 2012). They can also set

performance target for their sales team which will make their employees productive and
competitive.
TASK 3
P4, M4, D2: Strategic marketing plan for the travel and tourism company
Marketing plan- It can be defined as one of the most effective process through which it
is easy for organisation to complete their work in short intervals. This determines with the help
of marketing plan it is management of Cosmos holidays to delegate the work within appropriate
manner. After an effective industry analysis it is identified that hotels is the best source in which
the management need to invest in order to gain high returns.
Strategic marketing plan vs basic marketing plan
Strategic marketing plan works by driving effective strategy for organisation which leads
management to gain competitive advantage in the macro environment. On the other side
marketing plan helps the organisation to decide the methods and process through which
employee's perform their works (Blythe and Martin, 2019).
Strategic marketing plan Basic marketing plan
The strategy marketing plan is a plan which is
based upon the overall strategy of the
organisation.
While the marketing plan includes various
strategies and tactics which are to be followed
by the marketing team to achieve their goals.
Such plans are prepared for a longer period
which is generally 3-5 years.
Basic marketing plan are prepared for a shorter
period which is for 1-3 years. Also it facilitates
days to day activity of the marketing team.
Strategic marketing plans helps to identify the
marketing strategies with the help of which the
overall business goals can be achieved.
The basic marketing plan provides various
tactics with which the marketing campaign are
implemented effectively.
This plan includes the offerings which are to
be made, the target market and the ways with
which the value is to be delivered to the
customers.
Whereas basic plan includes the what is to be
done, the timing and the place where is to be
done and the ways how the success can be
traced.
With the help of strategic marketing plan the The basic marketing plan supports the strategic

investment in the marketing can be identified
and managed. Also with the help of this the
sales can be measured effectively.
marketing plan and includes various actions
which are to be implemented.
Executive Summary : Cosmos holidays is one of the best organisation which is
performing their work at multi-national level in tour and travel industry. Further, the tour
operator manage their business under the Globus travel group. In this plan the expansion of
cosmos holidays business will be covered. The main motive to formulate this plan is to increase
business area of organisation by introducing their new hotel. Moreover, the organisation
introduces new services in hotel which undertakes accommodation and restaurant services in the
organisation to improve customer base for organisation.
Situation :
 SWOT Analysis :
Strength
 Cosmos holidays attracts large number
of customers by providing effective
services to its customers such as
lodging, transportation etc.
 Cosmos holidays is expanding their
business with a rapid speed by using its
financial resources. It governs finance
is the major strength for organisation.
Weakness
 Tourist industry provides wide scope
therefore, cosmos holidays face
challenges due to change in seasonal
facilities.
 Employee's turnover ratio of the
organisation is too low. So it works as
major weakness for organisation.
Opportunities
 The present tourist is expanding their
business area with a global level. So it
works as major opportunity for Cosmos
holidays.
Threats
 The changes in the environment are
unpredictable. Therefore, it is complex
for cosmos holidays to provide similar
experience to all clients.
Objectives : The objectives of the company which the introduction of their own hotel is to
increase their revenue by 20% within 6 months.

Strategy :
STP : It stands for the segmentation, targeting and positioning by which the industry
analysis all of its factors to increase their market share. Segmentation- The process of dividing the market into different groups can be defined as
the segmentation process. In the context of Cosmos holidays the management is focusing
on completing their work by managing the needs of organisation and its functions with
motive of offering their services to all segments of people. Targeting- Cosmos industry performs their work by analysing various factors which are
related with organisation and its needs. The proactive selection of the market assist the
organisation to formulate their policy as per the needs of market. It results this is easy for
management to satisfy needs of customers in an accurate manner.
 Positioning- This is the last process by which Cosmos holidays enhances the goodwill of
organisation in an effective manner. Therefore, management emphasis on the process to
increase the image by using effective tools such as digital platform as it helps to advertise
hotel services at multi-national level (Baker and Magnini, 2016).
Tactics:

Product It is the first process of marketing activities because a company needs to create
product which a consumer want. As a tour and activity provider Cosmos
holiday offers specific tour activities and services which is in demand and strive
to exceed customer's expectations. Now, the company develop or introduce in
hotel services that the potential customers of the company demands.
Price As introducing hotel service the company opt economic pricing strategy to
create large customer base by making services affordable. The prices are low at
initial stage after that increase in time prices also raise. Along with this Cosmos
holiday need to offer valuable experience which are worthwhile.
Place Cosmos holiday have to make their services available it facilitates their services
through travel agents and available booking options on a wide range of
platforms. They offer online booking facility in order to make reservations as
well as developing mobile friendly websites also.
Promotion Cosmos promotes their hotel services by a various range of advertisement
techniques or approaches as well as conduct market campaigns to boost their
businesses in hotel service sector. In addition social media is also useful for
promotion because as most of the customers are active on that platforms such
as Facebook, Twitter etc.
People Cosmos has their well trained staff which will help them to promote their hotel
services as they can effectively convince the customers. For new services which
they are planning to provides, they have to provide training to the employees.
Process They can easily make their services available to the customers as they already
have better channels with the airlines, transportation services etc.
Physical
Evidence
The receipts which they will provides will be the evidence of the services also
the employees, ambience of the hotel will be the physical evidence.
Action plan :

Budget Allocation: Cosmos Holidays prepare budget as it assist them to approximation of their
cost and revenue which they can generate from the launch of the new product. It will also help
them to put an exact requirement of funds to the finance department. Budget will help them to
keep their cost low and monitor the financial performance by comparing the actual and budgeted
cost per activity (Litvin and Pan, 2018). The budget statement is given below :
Particulars Amount (£)
Marketing 10000
Promotional activity 20000
Plant and machinery 120000
Print media 7000
Total 148000
Controlling and monitoring : For every organisation it is important for them to control their
activities while they implement any marketing plan in their organisation. This can be done by
conducting audits of the activities and the expenditures. While the monitoring need to be done
which can be done by effective supervision of the performances of the employees. This will help
them to be on track and achieve their goals effectively and efficiently.

CONCLUSION
From the above report it can be concluded that marketing is one of very important
functions of companies. It plays a very important role in making the customers aware of various
products and services in which they are dealing with. The role and responsibility of functions of
marketing is discussed which helps in development of understanding of basic role played by this
function in the company. The interrelation between different functional department is analysed
and it can be concluded that there is requirement of strong connectivity of marketing department
with other functional divisions. Different aspects of marketing mix are studies which will help
company in forming their strategies At last a marketing plan is prepared which will help
company in bringing innovation in their existing product or service.
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