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.