Role and Responsibilities of Marketing Function in Travel and Tourism Industry

This report discusses the main role and responsibilities of the marketing function in the travel and tourism industry. It also explores the interrelated roles of marketing with other departments in an organization. Additionally, it differentiates between various elements of the marketing mix to achieve company objectives.

Marketing Essentials
for Travel and Tourism

Table of Contents
INTRODUCTION...........................................................................................................................2
MAIN BODY ..................................................................................................................................2
TASK 1............................................................................................................................................2
P1 Explain the main role and responsibilities of marketing function within a tourism industry.
.....................................................................................................................................................2
P2) Describe the roles and responsibility of marketing functions which is interrelated in wider
organisational aspect...................................................................................................................4
TASK 2............................................................................................................................................6
P3) Differentiate between various elements of marketing mix in order to achieved objective of
company......................................................................................................................................6
TASK 4............................................................................................................................................9
P4) Examine and development of marketing plan for travel counsellors in order to achieve
organisational objectives.............................................................................................................9
CONCLUSION .............................................................................................................................11
REFERNCES.................................................................................................................................12

INTRODUCTION
Marketing refers to all those activities and functions which is performed by the
management team of company in order to meet demands and requirement of
consumers. Marketing is considered to be core business function that is carried out by
each organisation so in order to promote their business function effectively. This report
is based on travel and tourism industry which is travel counsellor. It is founded by the
David Speakman in year 1994. It is well known company for their business function in
UK (Cluley, 2018). This company operates its business at marketplace of London along
with it they serves their service globally. In this report role, & responsibility of marking
function is discussed as well as comparison between two firm of tour and travel is
carried out on the basis of marketing mix. Apart from this it will explains how
relationship of different business unit with marketing department is important.
Additionally, in this report marketing plan for Travel counsellor is developed so that it will
aids management team to fulfil their business operation.
MAIN BODY
TASK 1
P1 Explain the main role and responsibilities of marketing function within a tourism
industry.
The term marketing refers to an effective process which make sure that each and
every prospective becomes acquainted to the services that is offered by an organisation
to them. For the same, management team of company need to opt some effective
strategies for promotion in order to retain and attract ample numbers of consumer
towards their services for larger period of time. In order to perform business operation in
effective manner, management team of travel counsellors need to considered some
marking concepts. In which some of marking concepts are as follows :
Production concept: It is an approach by which an organisation can enhance its
provision by reducing their cost (Tariq, 2017). As well as it has also defines that those
company who are more focused towards production process also believes in scale of
economies hence with the aids of mas production overall cost of production will be
decreases with the enhancement of profitability. In today's world, management team of

any company is more focused in offering good quality of product or services in order to
grab large number of people.
Selling concept: Main motive of every organisation is to earn profit by selling
their product or service in aggressive manner. Their motive is not only selling product
but also maintain their relationship with buyers in order to retain them. Management
team of company need to improve their strategies on continuously basis related with the
services as consumer have alternative option too (Suuronen, 2016).
Societal marketing concept : In this approach firm opt some those methods
which gives benefits to both company and society. Their main motive of organisation in
this methods is to create consumers and society by providing services to them. This
function of company is also same for long period of time because they are running their
business for the betterment of company.
Product concept- this is totally based on assumption as prospective prefer high
quality service that becomes expensive in cost. As well as management team of travel
counsellor need to introduce innovative and creative services in order to attract and
influence huge number of people for their services. Along with this they need to provide
some offer also so that people get influence towards their services.
Marketing concept – In this consumer is the primary focus of company in order
to fulfil their needs and demands. In which company need to promote their service or
product. For which the concept of company remain same as consumers are the king
and manufacturing of products is carried out on the basis of their wants and desires in
order to satisfy them (Sattigeri, 2019).
Beside that, there are many roles and responsibility of marketing function within
travel counsellors that are obstinate below:
Market research- At this point, managers of company need to do research about
preferences, trends and demands of consumer. This is the main part of any marketing
function as this will assist them to make strategies and plan according to the needs of
consumers. In this company needs to hire some specialist for carrying out research in
an appropriate way. In relation with the travel counsellors, the role of marking managers
is to carried out some research for gathering information about marking in effective

manner. Through that collected information company will be able to form effective
strategies.
Product design - In this approach company try to introduce some innovative and
unique products in order to attract ample number of people towards their services. For
which company need to produce goods and services according to the requirement and
trends of consumers. In context of travel counsellors, the main responsibility of manger
is too design some creative and unique services on the basis of consumer need so that
this will aids company to meet their predetermined goal within stipulated time (Purcarea,
2017). Along with this it also aids them to deal with competitive environment at
marketplace.
P2) Describe the roles and responsibility of marketing functions which is interrelated in
wider organisational aspect.
Marketing functions is play important role to success of any business. It includes
various process and activities in order to product will reached to the final customers.
There are so many functions are involved in organisation because must be analysis
need and satisfy of customer . In organisation various department so all of them have
specific roles and responsibility and they are interrelated to each other in order to attain
goal of company. It is various department in company which are as follows.
Marketing and HR-: Human resource department in the organisation major work
is to recruit right person should be right place (Purcarea, 2017). Marketing department
must be collaborates with HR department in order to trained candidates in that way to
growth of company. It is share positive relationship both the departments because
smooth flow of activities in organisation. Marketing manager of Travel counsellors
providing detailed information to HR manager reason being hire new potential candidate
who is capable for doing specific performance so easily achieve sales targets. It must
be trained and hire new candidates in order to increase productivity of company.
Marketing and sales-: Marketing and sales department correlated to each other
because helps to generate revenue at marketplace. Sales personnel deal in various
conditions and play major role to generate profit for the company. Mangers guide a
team about their product and service which is serve as high quality of goods and
services to customer (Perepelkin, 2017). For this, managers of Travel counsellors must

be identify the trends and demands of customers before providing them services. For
instance, marketing manger of company identify that various packages which is more
prefer by customer. Hence, marketing team need to provide a customized trips and
offered according to requirements of customers which as a result enhance the overall
sales of company at the competitive marketplace.
Marketing and finance-: Finance is a major pillar of organisation without that
company cannot survive in the market. In reference of travel counsellors, developing
positive relationship between both the departments. It is prepared proper budget for
company which as result serve as customer in effective manner. Marketing department
perform main function to promote their products and service therefore increasing
profitability and developing market plan so department accordingly prepare budget
(Pappas, 2016). It is also concerned a cost which is incurred in activities and function of
organisation. Therefore, mangers necessary to combination of both the department to
achieve overall growth of company.
Marketing and customer service-: Marketing and customer service department
both are closely linked to each other. Customer service perform a activity 24/7 to solve
query of customer and also take feedback in order to improve product and services. It is
provide a lot of support to marketing department because giving feedback of customer
regarding goods and services. Feedback and reviews of customer is helpful to improve
services and accordingly plan packages for customer. Travel counsellors mainly
providing different services to their customers so marketing department need to identify
demand of product and services then accordingly fulfil requirement of customers.
Marketing and operations-: Operations is broad term that collectively describe
as including people, Process and technology so perform activities in effective manner.
Travel counsellors utilize different marketing and operation strategy to increase
efficiency and drives result in marketing organisation. Both the department work
together in that way to fulfil the need and wants of customers. Mangers providing
information to operation head about the market trends, taste and preferences of
customers in orders to addition features in existing products and develop accordingly
customers taste (Nieminen, 2017).

TASK 2
P3) Differentiate between various elements of marketing mix in order to achieved objective of
company.
Marketing mix components essential to organisation must be comparison in
between elements because it is helps to analysis marketing conditions and providing
opportunities to gain competitive advantages. In reference of Transun and Tour
counsellors, chosen a company as base company to conduct differentiation between
them because it know about strategies to achieve goal of company. It includes a various
aspect which is play major role in order to analysis strategies to compete from its
competitors.
Basis Transun Travel counsellors
Product Transun is one of the
leading tour operator in UK.
It is provide various kind of
services to customer in
order to satisfy customer
need and services. It is
typically service industry so
product is tangible. It is
design a tour holidays and
packages according to the
need of customer (Kazmi,
2017).
Travel counsellor is also
dealing in same services
and segments are similar. It
is unique way to serve
service their customers. It
includes develop strategies
to enhancing productivity
and profitability of company
(Neuninger, 2017). It is
mainly adopt diversification
strategies in order to satisfy
need and wants of
customers.
Price In context of company,
pricing is an important
factor because cost is
incurred in services which is
provided to customer . It is
Travel counsellor is
developing a different kind
of strategies as compare to
Transun in order to increase
a profitability of company

use premium price
strategies in order to easily
compete with competitors
and perceived a product
value. It is developing
different size of packages
because enhancing
revenue of company.
and capture market share. It
includes various kind of
services like hotels, airlines
facility and dining services.
There are accordingly
charge a price on the basis
of providing distinct features
of packages. It is use a
competitive pricing strategy.
Place Place is important subject
for Transun company
because it develop unique
policies to providing service
to customer in very
convenient way. It is easily
accessible services through
physical stores and also
use online modes.
Travel counsellors utilize a
very different policy in
context of place. There
serve services to customers
through physical outlets as
well as company website. It
also offering customize
packages for customers on
online sites so it is easy to
access and fulfil the need of
customers (Hugos, 2018).
Promotion Promotion is play vital role
to promote their products
and services. In relevance
of company, it is use
various tools to promote the
services like sales
promotion, advertising and
word of mouth. It is
developing promotional
strategy and consider tacit
Travel counsellors use a
different promotional
strategy and utilize
distribution channels in
most effective way to
reaching potential
customers. It includes uses
social medium to promote
their product and services
for example, twitter,

which is used by
competitors (Holbrook,
2018).
Instagram, Facebook and
YouTube videos.
People Transun is hire a huge
numbers of candidates in
order to smooth flow of
activities and perform
functions of organisation. It
is recruit those candidates
who is potential and
capable doing particular
activities of organisation
and must have possess
professional skills to
compete at marketplace.
In relevance of company, It
is hire those candidate
which is highly qualified and
experienced person in order
to attract a customer easily
and also provide innovative
services. It is also providing
training session which is
incapable for doing specific
job (Gretzel, 2018).
Process Transun is utilize a strong
processes and system
because delivering a quality
service to customer. It is
must be ensure process is
free of bottlenecks and
blockers in order to reduce
unnecessary expanses of
company (Eng, 2017). It is
also take feedback and
review of customer in
context of services and
accordingly needs to make
improvements in process.
It is developing strategies
on the basis of competitors
for smooth process and
system. It is providing
customizes packages to
customer so it is a effective
and efficient system which
is help to fulfil a demand of
customers. There are
providing ample number of
facility to modify packages
according to the need of
customers.
Physical evidence Transun have lot of Travel counsellors use

evidence like physical
stores, online services and
strong system so it is shows
presence at market place. It
involves in promotional
activities so it helps to
develop strong relationship
with the customers. It is
offering variety of service to
it's customers.
customized packaging
which is offered to
attracting more customers.
It is developed user friendly
website in order to easily
reached potential customer.
Organisation utilize smooth
flow of functions so it is
improve productivity of
company.
TASK 4
P4) Examine and development of marketing plan for travel counsellors in order to achieve
organisational objectives.
Marketing plan as detailed business report which is included a necessary
information is related to organisation and must be communicate to customers. It
includes different marketing strategy in order to effectively achieved goal of organisation
(Eagle, 2019). It is necessary to identify potential customer at marketplace. In context of
travel counsellors, marketing managers providing unique serves in order to online
booking of hotels and also launch new application which is more convenient features
are enabled in that give information of check-in as well as check-out. This applications
attracts to lot of customer because it is easy to use and easy to understandable so
organisation developing effective marketing strategy which result as accomplished
organisation objective. There so many marketing strategy which is utilized by company
so which are discuss below.
 In reference of Travel counsellors, focused on improving performance and
enhancing profitability with the help of utilize different strategy to attract more
customers.

 On the other hand, Organisation main aim to providing quality service to
customer and capture market share. It also increase customer segment and
develop a effective relationship with customers.
Organisation offers variety of services to customers.
Travel counsellors is come as under tour and travel industry. It provides various
kind of services to attract a customer and also identify a potential customer who is
capable to consume their services. Organisation provide multi services to customer for
example different range of tour packages, hotels facility, transport facility and tour guide
in order to developing more trust of customers. There provide a services to customers
like online booking through website along with physical stores to the customers within
UK (Cluley, 2018). Corporate website is a good medium to booking a packages and
holidays tour. Customers booked a tickets through online mode so getting lot of benefits
like discount, rebate and gift Boucher. It is not need to wait for long queue for booking
and also save time and money. Organisation prepares marketing plan so must be utilize
a marketing mix element which is help to develop a strategies because satisfaction of
customers is essential for a organisation.
There are 7Ps of marketing which is essential to attain a goal of organisation which are
follow as.
Product-:In context of travel counsellor they offer various services which are
attract to more customers. Online services and application of organisation is a best tool
to attract a customer and also increase customer segment (Caliskan, 2019). It involves
customized packages of tour according to need of customers. It is utilize advanced
technology and innovation in products and services.
Price-: It is utilize a competitive pricing strategy which is help to develop strategy
according to its competitors. Travel counsellors charge price according to the services
for example they provide premium services to customers so it charge accordingly.
Customers want to modify a packages so charge on that basis.

Place-: In reference of organisation, It is develop user friendly website as well
mobile application so customer easily access and booking tickets. There are ample
number of physical outlets are available in UK.
Promotion-: Marketing team of travel counsellors plan a unique way to promote
their product services in order to increase profitability of company and also enhancing
sales revenues. It utilize various way to promote their services like social media platform
and digital marketing. Facebook, twitter, Instagram and you tube is a very sound
platform to promote their services.
People-: Travel counsellors employees and customer both are important for a
company. HR department play vital role to hire a right candidate at right time. Customer
relationship manger also analysis trends, preferences and taste of customer accordingly
fulfil provide customized services to customer (Biaudet, 2017).
Process-: In relevance of Travel counsellors, it is utilize very strong system and
advanced technology in order to smooth flow of operations. Online mediums as strong
connectivity so also working as effective and efficient manner.
Physical evidence-: There so many things in the organisation as utilize as
physical evidence of company (Pappas, 2016). In context of travel counsellors, it
considering as user friendly website, customize packaging and advanced technology all
of them as increasing efficiency of company.
CONCLUSION
From above discussed report it has been analysed that marketing essential plays
an important role for attracting ample number of consumer towards company's product
or services. For this an analysis of concept, role and responsibilities of mangers assist
company to perform business activities in effective manner. Moreover, interrelationship
of various other department with marketing department aids company to give good
quality services to their customers. Comparison between two companies is carried out
on the basis of marketing mix which aids company to develop business strategies and
policies in order to enhance productivity and profitability of company that will leads to
accomplishment of organisational goal. At the end of the report, devising of effective
marking plan, appropriate strategies is done which helps managers of company to

operate their function and activities in appropriate manner in order to meet demand and
requirements of consumers at marketplace.

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