Roles and Responsibilities of Marketing Functions in Travel and Tourism Organization

This document discusses the roles and responsibilities of marketing functions within a travel and tourism organization. It covers the marketing concept, current and future trends, marketing process, market information, financing, market planning, service designing and development, exchange functions, and distribution channel.

Marketing Essentials
for Travel and Tourism

INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Roles and responsibilities of marketing functions within travel and tourism organisation....3
P2 Roles and responsibilities of marketing in relation to wider organisational context..............5
TASK 2............................................................................................................................................7
P3 7 P'S of marketing mix...........................................................................................................7
TASK 3............................................................................................................................................8
P4 Basic marketing plan..............................................................................................................8
CONCLUSION..............................................................................................................................12

INTRODUCTION
Marketing is recognized as the strongest method utilized by too many businesses and sectors
to efficiently handle market. Marketing involves growing forms of methods and strategies for
taking advantage of several possibilities and offering consumers tremendous value on the
market. This encompasses numerous forms of practices such as consumer analysis, ads, etc. All
this is perceived to be necessary for businesses to increase the competitiveness and efficiency of
firms in the industry (Allis and Fraga, 2018). Marketing strategies are rising increasingly in the
travel and tourism market. Through the help of these businesses, customers can realize what they
expect and value and can provide services appropriately. This project is focused on the group
Swedish Travel & Tourism Council in London UK, which offers various kinds of tourism and
services to individuals. In addition, discussions may concentrate on marketing positions and their
ties along with 7 P 'S of marketing to achieve company objectives. Finally, this report will cover
the marketing strategy.
TASK 1
P1 Roles and responsibilities of marketing functions within travel and tourism
organisation
Marketing is the set of practices in which a company plays a significant role in sharing
information, ideas and views about the goods and services it offers.
Marketing concept: This marketing strategy is focused on an organization's ideology of meeting
their customers' general wishes and preferences. This is also important for firms and corporations
to determine appropriately to meet competition on the market.
Current and future trends of marketing- The competitive scenario indicates that the entire
marketing cycle is evolving quickly as a consequence of industry development. According to the
above details, above company uses print media mostly in the perfect way for publicity activities.
There are pamphlets, journals, signs, etc. such things (Zhang,mCheung and Law, 2018). Through
utilizing these components, they can excel in reaching the potential objectives in the leisure and
transport industries. Throughout the future, they should follow a social networking network that
helps them to increase their business visibility.

Marketing process:
Process of marketing is used by Swedish Travel & Tourism Council
in order to know and influence consumer's demand in a positive way. This process consist 4
steps those are as follows:
Step 1- In this initial point, Swedish Travel & Tourism Council's whole management team can
determine various kinds of potential business opportunities (Avila-Robinson and Wakabayashi,
2018). They also aim at the total market trend.
Step 2- Swedish Travel & Tourism Council targets mainly at certain consumers, who are willing
to obtain their services after evaluating the general situation in the industry. In fact, they
segmented their clients according to their services.
Step 3- In this third step, the respective travel organization marketing department can devise a
campaign strategy by ideally approaching customers to sell their products and services.
Step 4- In this last phase, they organize and build a strong business team to sell their services.
The Swedish Travel & Tourism Council is one of the largest business and transportation
organisations to provide customers with adequate facilities. This applies to the convergence of
individual tourism with immense benefits of community tourism. In addition, it offers other
travel packages with fantastic destinations. This business introduced both technology and money
into the universe a number of years back. Via the various tours and the realization of travel
wishes. Consequently, there are various forms of communications teams that play an significant
role in the enterprise.
Market information- The marketing department Swedish Travel & Tourism Council aims at the
importance of the programs in order to determine people's desires and wishes, in keeping with
the main roles. Influence their business development, both domestically and internationally (Bao,
2018). They often look at improving their offerings in line with the demand of the customer.
Accurate marketing data can allow businesses to segment the competition into several categories.
Financing- This is one of the largest departments for companies and provides them with
adequate funds to function and better manage their financial activities. This allows continuing
the company for a long time. They will become popular and prominent in the competitive
scenario by having the right knowledge from their credit.
Market planning- This is the responsibility of the communications department of the respective
organization to draw up a strategy to advertise the offerings in greater detail. They should

provide their clients with quality facilities and deliver luxurious tours according to their wishes.
It also boosts the brand identity and holds its effective interest before the competitors.
Service designing and development- Every company has the most significant role of having
maximum consumer interest. Throughout the case of Swedish Travel & Tourism Council they
can offer outstanding travel and leisure options to clients throughout order to experience the trip
comfortably and to provide the company with positive reviews. In order to develop businesses
better, various kinds of proposals and ambitious strategies need to be executed quickly so
effective goals will be accomplished.
Exchange functions- Consumers' appetite for unique services and products is growing
increasingly in the current scenario. In terms of Universe, they create special offerings when
flying like foodstuffs and everything to please customers (Eletxigerra, Barrutia and Echebarria,
2018). This role mainly involves product promotion, delivery of samples, ads etc. In this way,
each business will increase both its development and income in the tourism and travel industries.
Distribution channel- This marketing role plays an important part in the business. This
management team from enables Swedish Travel & Tourism Council to connect customers with
travel services through offline and online platforms. They even offer them discount, often as
well. It lets companies reach set targets and objectives to fulfil their business demands.
According to the details provided, marketing roles play a significant role in and evolve
effectively within the travel and tourism organization. Such different tasks also serve very
important positions beyond the travel business.
P2 Roles and responsibilities of marketing in relation to wider organisational
context
In order to maintain sustainable business development, businesses must have numerous
types of marketing functions which play an important role. In addition to Swedish Travel &
Tourism Council, communications teams and many divisions have different positions and
obligations. With the support of this organization it is easy to function in the best direction and
produce positive performance. There are forms of marketing divisions with specific functions
and duties, which are described below:
Marketing and Finance- Accordingly, all departments cooperate and can increase the efficiency
and benefit of the business properly. There are growing people around the world who still

search into the numerous travel and tourism sectors with tremendous benefits. Because
they provide reliable resources with various advantages, they will evolve efficiently in the
modern world in relation to Swedish Travel & Tourism Council (Fairley, 2019). Through
this regard, the finance team is also at their fingertips to have the correct funds from which
the Sales department will provide services to consumers every day according to its budget.
All teams also operate closely, rising the profitability of the business.
Marketing and Human resource- HRM includes the numerous tasks such as the discovery,
training and evaluation of applicants for the relevant work profile. In relation to Swedish
Travel & Tourism Council, this organization's president often hires extremely talented and
experienced workers in order to satisfy their needs. On the other side, the HR management is
also intertwined with the communications team and that the two organizational departments
are collaborating together to find the right workers within a organization, and will
potentially generate a strong picture in an organisation. Such communications functional
unit functions and duties make business important.
Marketing and Production: Swedish Travel & Tourism Council ' manufacturing and marketing
department also operates together to provide better customer satisfaction and to fulfil client
demands on schedule. In addition, it is the marketing department which will work with the
development department to find the best way to create successful travel services (Lima,
Lima and Seyfried, 2018). They can make decisions to satisfy people's expectations and
being successful for an company in the competitive scenario. This form of collaboration
between the two organizations allows them to achieve their desired goals.
Marketing and research- Research is the main component of an organization, and provides
reliable statistics to sell products and services to the market. Both testing and marketing
functional divisions collaborate closely with Swedish Travel & Tourism Council to identify
the right knowledge for effective business activity. They will touch a wide number of
citizens and offer their services appropriately by collecting correct details. This indicates the
optimal partnership between the two agencies and making a productive environment
realistic.

TASK 2
P3 7 P'S of marketing mix
Marketing Mix (7 P's)
Basis Swedish Travel & Tourism Council Trafalgar
Product Tourism is known to be an efficient
consumer service. The tourism
industry provides a broad variety of
travel packages to help provide
tourists a great experience.
At the other side, this organization,
with its emphasis at customer wishes
and requests, offers side crafts with
special driven vacations for both
travellers and local residents.
Price Variable and fixed costs must
contain charges for this
transportation and tourism
organization. Whereas transactions
including maintenance purchases,
benefits, and so forth stay the same
at a fixed rate (Meghana, 2018).
Electricity, washing, repairs, bank
transactions and so forth have rising
costs.
They have a set cost for holiday gifts
in order to gain sustainable
advantages. They are able to
accomplish their targets by fixed cost
approaches.
Place This is where tourists often come
and linger. Swedish Travel &
Tourism Council has thus also
chosen for its clients with broad
facilities for an enticing tourism
destination.
This organization provides
customized tours such that local
residents are usually desirable to
connect with and achieve their
ambitions as quickly as possible.
Promotion This firm uses advertisements
through television advertisement,
radio stations and several more in
order to promote their overall
Promotion content for this association
of travel and tourism requires
magazines, social networking and
other platforms of this nature that

services on the market. They are
willing to advertise their offerings in
order to obtain optimal outcomes
with the usage of such channels.
enable them attract a wide number of
customers and keep them perfectly
satisfied.
People There is too many staff who works
tirelessly to accomplish the desired
Swedish Travel & Tourism Council
objectives. They must often explore
different viewpoints and
perspectives in order to satisfy the
demands of customers.
There is few staff of this travel
company as they sell local residents
holiday packages. The key reason for
this business is that the customers
will be more satisfied.
Physical evidence This company usually provides
quality programs to customers to
meet set objectives and priorities in a
appropriate way in order to provide
stronger physical proof.
They adopt mostly innovative
approaches and methods to attract
some workers that are capable of
delivering their special resources
(Okumus and Cetin, 2018).
Process They do use reliable travel guides to
supply their customers with accurate
information and easy locations such
that the business operation is
successful and has a proper impact
upon them.
This tourism and tourism company
has carried out several operations.
They will conduct a business cycle in
a straightforward way by different
acts in order to plan.
TASK 3
P4 Basic marketing plan
It applies to the summary document and is considered a valuable word for an
organization's management committee. There are different forms of campaign campaigns
to execute on an acceptable timeline. It impacts both negatively and positively on the
overall success of the business. As part of the Swedish Travel & Tourism Council, this

company's marketing manager has been identified in the following, which is able to devise
an efficient marketing strategy by utilizing different kinds of elements in order to achieve
particular objectives and targets:
Overview of the company
Swedish Travel & Tourism Council is known as one of the strongest independent
organizations for tourism and travel that offers their customers incredible experience. They
also have various styles of travel arrangements to achieve specific goals while addressing
people's wishes and expectations. As a result, respected companies, by great adventures
around the community, still have exposure to their services globally through cost-driven
holidays.
Mission: The task is to provide tourists with high-end quality travel services by utilizing state-
of-the-art techniques and strategies which have a direct effect or can obtain better insight.
Vision- Swedish Travel & Tourism Council's key goal is to become more relevant and one of the
world's most significant leisure and transport organisations.
Marketing objectives:
• This tourism organisation's goal target is to achieve successful revenue by providing their
consumers appropriate services.
• Another is to build massive promotions to sell the next year's holiday tour with different
advantages.
STP approach:
It refers to the mixture of three sets that segment, target and place all these elements in
order to build the company's good reputation by approaching multiple consumers in a perfect
way (Rather and Hollebeek, 2020). This marketing campaign strategy is considered by some as
the most effective technique. This therefore leads to meeting defined targets at a sustainable
business position. The following terms are also explained:
Segmentation: That is the best strategic strategy mechanism that is split into different groups of
individuals, making it easier for businesses to meet the required goals. On the other hand,
psychographics, era, race, customer behaviour and several more are used in segmentation
processes.

Targeting: After getting separated people into different groups, the manager of their respective
firms will concentrate on certain clients who want their travel services to be bought. With this,
they are able to meet the needs of consumers and draw their company.
Positioning: This is the last step required for the execution of the above strategy or organisation
after reviewing all elements and would be able to offer its resources with the right place.
Swedish Travel & Tourism Council is therefore able to grow its reputation in front of its
customers and meet precise goals.
Swot analysis of Swedish Travel & Tourism Council:
Strength
Regular environmental factors: Mangrove and
tropical forests • Tropical biodiversity
(pilgrims, flying creatures, turtles, etc.) •
Warm tropical atmosphere • Island - relative
disconnection • Sweet water and flexible
energy • Easy-to-live lifestyle products •
Regional peripheral • Island granules inspired
by ecotourism • NGOs helping the island •
Demonstration of available work • Maximum
diet on the island • Costa Rica? the goal of
intelligent ecotourism
Weakness
Heavy rain during the rains
Soil with a high degree of decay
Ground suspension for water and energy
Lack of network management (legal land
rights)
· No travel sector experience and limited rank
training
· A block between the network
Infrastructure: access to the island, methods
and waste
locomotion
Small agreement on laws and guidelines
Limited production expectations
· Economy at one level
Costa Rica's competition in the travel
industry
Opportunity
Set up association to oversee island
· Open new markets on the island
· Tours of mangrove and mountain
backwoods
· Environmental training
· Conservation plan for the island (zoning)
· Improve framework (ex. gather trash)
· Popularity of island goals; advertising
· Improve local people's nature of live
· Educate local people in abilities for interest
· Employment
· Supply natural nourishments for travellers
dinners
Threats
· Outdoor air conditioning sales and disputes
· Hijacked light proladhact
Too much diaper air
· The sensitivity of mangrove forests
· Editorial What; deforestation e
wake-driven
· Outdoor outdoor development; exceeds the
measurement
clock
Law enthusiasts for any scarce object.(Wu
and Shimizu, 2020)
Mediocre multifunction management
· Family conflict over normal pay and work
Ethics required (application, in addition to all
means)
Culture cainnstri, between the law and the

name
Shortage of money in the depths (water, miles
and irrigation)
Marketing budget
More and more travel agents are investing more money in their computer technologies. Spending
on the promotion of computers is set to reach $ 9.81 billion within the year for the transfer. As a
result, travel agents are searching for resources, with many converting 54% of spending plans
into this promotion category. Massive players in the movement are burning billions of dollars,
enough to see it on the Internet, according to Smart Bits of Knowledge article "Pattern
Websiding Web-Based Life 2019" (Stalmirska, Whalley and Fallon, 2019). Fortunately, with
devices such as Facebook advertising, lightweight bodies are able to come into play at very low
prices.
Presentation costs are planned so that the trend is advanced monthly. Advertising spending will
increase over time, with the possibility that people usually organize trips. Postage costs are based
on the post office throughout the year, although these costs will be negligible at cost. Below is
the table of marketing budget:
Marketing Expense
Budget
2019 2020 2021
Advertising $26,400 $26,400 $26,400
Printed material $1,200 $1,200 $1,200
Other $1,200 $1,200 $1,200
------------ ------------ ------------
Total Sales and Marketing
Expenses
$28,800 $28,800 $28,800
Percent of Sales 5.76% 3.79% 3.27%
Monitoring and control
Some advertising practices require some effort before deciding if they are useful. Since a reliable
introduction provides better results after a short period of time, repeat the performance trend for

a year and a half or a year before deciding to leave the ad or try something new (Tripon, 2018).
Track your ad usage by following the parts provided with your entry:
 Media used
 Progress time
 Cost
 Come (number of people submitted for promotion)
 Responses issued
 Entered into contract
 Benefits for contract (lower business costs)
CONCLUSION
Hence, on the basis of above analysis it can be concluded that; one of the world's largest foreign
exchange earners among the travel and tourism industries, provides direct employment to
millions worldwide and indirectly through several connected service industries. A very wide-
ranging industry, it includes tourism departments of the government, immigration and customs
services, travel agencies, airlines, tour operators, hotels etc. and such as airline catering or
laundry services, guides, interpreters, tourism promotion and sales travel etc. Involves many
associated service industries and tourism enterprises with a workforce of thousands to small
private travel agents with a handful of employees.

REFERENCES
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