Table of Contents Introduction......................................................................................................................................4 LO1..................................................................................................................................................5 P1.1 Discuss the core concepts of marketing for the travel and tourism sector..............................5 P1.2 Assess the impact of the marketing environment on individual travel and tourism businesses such as First Choice and tourist destinations with reference to Turkey and Spain.........................6 P1.3 Discuss the factors affecting consumer motivation and demand in the travel and tourism sector................................................................................................................................................7 P1.4 Analyse the principles of market segmentation and its uses in marketing planning at First Choice..............................................................................................................................................8 Conclusion.......................................................................................................................................9 LO2................................................................................................................................................10 Introduction....................................................................................................................................10 P2.1- Analyse the importance of strategic marketing planning for a selected travel and tourism business (First Choice) or tourist destination (either Turkey or Spain).........................................10 P2.2- Discuss the relevance of marketing research and market information to managers in the travel and tourism sector with reference to First Choice...............................................................10 P2.3 – Assess the influence of marketing on society.....................................................................11 Conclusion.....................................................................................................................................12 LO3................................................................................................................................................13 P3.1 Discuss issues in the product, price and place elements of the marketing mix with reference to First Choice Summer Deals 2019 to Spain and Turkey (Article)..............................................13 P3.2 Assess the importance of service sector mix elements to the travel sector (Article)............15 P3.3 Apply the concept of the total tourism product to an individual tourism business such as First Choice (Article).....................................................................................................................15 LO4................................................................................................................................................17 P4.1 Assess the integrated nature and role of the promotional mix..............................................17 P4.2 Plan and justify an integrated promotional campaign for First Choice Summer Deals 2019 holidays. (refer appendix)..............................................................................................................18 Conclusion.....................................................................................................................................20 Reference list.................................................................................................................................21
Introduction The report clearly examines the core concepts of marketing that has been exploited by First Choice. In this case, it can also be mentioned that the segmentation in order to categorize the customers of the company has been evaluated along with the evaluation of the tools and techniques that are being used by the organisation have been discussed in this report. It has been evaluated that the First Choice must be concerned with the strategic planning for the organisation as it would help them to develop in the market in an effective manner thereby offering the customers with the opportunity to enjoy the tour that they will be organising in the year 2019. They have decided to organize a tour in Turkey and Spain in the year 2019 for which proper promotional campaigns have also been considered in this case. This report also explains the different products and services that the organisation will be offering to its customers.
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LO1 Introduction The marketing is considered to play an effective role in meeting the requirements of the targeted customers as it helps in the development of the business strategy. First Choice must employ the core concepts of marketing for using the concept of marketing in a more effective manner so that the holiday trip in Turkey and Spain in 2019 can be organised in an effective manner. . P1.1 Discuss the core concepts of marketing for the travel and tourism sector Market: the tour operators are facing huge demand for travelling in Turkey and Spain. The government of Spain is also supportive and helps the tour organisations so that their economy can be enhanced. Demands and requirements- with the time, the taste and preferences of the customers changes and for this very reason, the marketing department of First Choice needs to conduct a survey of the customers in order to remain updated regarding changing trends. Product: the products mainly refers to the different facilities and the services that are being offered to the customers during their visit such as accommodation, transportation, food services and travel packages. Value satisfaction and quality: it is very important for the management of First Choice to collect feedbacks from their customers who have used their services. Based on the feedbacks they must develop their services more as this would help them to enhance the services in an effective manner. Exchange relationship and transaction- with the exchange of money the customers of First Choice uses the services. Moreover, First Choice always tries to develop a good relationship with the customers so that they can retain their customers thereby attracting more towards them.
Figure1: Core concept of Marketing (Source:Waheedet al., 2017) P1.2 Assess the impact of the marketing environment on individual travel and tourism businesses such as First Choice and tourist destinations with reference to Turkey and Spain Analysis of the business environment is considered to be very important for First Choice as this would help them to develop the experiences of the customers in an effective manner. The analysis would also help the organisation to get updated regarding the changes in the trends and preferences of the customers. Macro environment of London: Political: the political stability should be the main concern of the tour operators before organising the tourism. In case of Turkey, the customers may hesitate to visit the place due to previous political instability in the country (Sheehanet al.,2018). Therefore, the company must develop their strategic plans in a effective manner so as to attract more customers in this tourism. Economy: from the sources, it has been observed that Spain has been able to generate a revenue of 19 million in 2017. The tourism would help Turkey and Spain to enhance their economy in an effective manner.
Technology: in order to reach out to the potential clients First Choice must make the use of proper technology. Being technologically updated, Spain and Turkey would be able to offer its visitors with proper services. Micro environment of Tourism Sector: The analysis of the micro environment would help the organisation to fulfil the requirements of the customers in an effective manner. Competitors: the tourism industry is highly competitive in nature. Therefore, before, designing the strategies based on the competitors in an effective manner so that they can attract more visitors to the tourism in Turkey and Spain. Suppliers: in order to provide its customers with the ability to experience the best services with theircompanyforthetourismtheymustofferproperaccommodation,foodservices, transportation, packages etc. Moreover, well-educated guides are also required for the same to avail the proper services of the organisation (McCamley and Gilmore, 2018). Tourism organisation: offering the best quality is considered to be very important for the tourism organisations. P1.3 Discuss the factors affecting consumer motivation and demand in the travel and tourism sector The factors that influences the consumer motivation has been described below: Culture factor: this factor involves the different culture and the social aspects of the individuals or the country. The visitors would be able to collect a wide range of information regarding the different social and cultural factors of the different countries. This enhances the knowledge regarding community of the destination of the customers (Khalilzadeh, and Wang, 2018). Tourist motivation: motivating the customers for travelling is another important aspect for the customers. In this case, if customers love adventurous tour they could visit to the Spain and on contrary if the customers are in favour of Scenic beauty then they can opt for Turkey.
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Buyer’s decision process: the buying process of the customers mainly depends o the demand of the places, packages that being offered to the customers, discounts offered etc. P1.4 Analyse the principles of market segmentation and its uses in marketing planning at First Choice. Segmentation of the customers is considered to be an effective manner that would help in fulfilling the requirements and demands of the customers in an effective manner. In this case, it can be stated that First Choice needs to segment its customers into smaller parts that would help in fulfilling the demands of the customers in an effective manner: Demographic segmentation: this type of segmentation is mainly based on the visitors based on their age, religion, ethnic background, culture, income etc. Behavioural segmentation: this segmentation is mainly done based on the expectations that they have from the tourism organisations. This is also followed by the different level of satisfaction that they have incurred from their visits to the selected destinations (Rogerson, 2018). As the selected organisation of this report, is well accustomed with the needs and requirements of the travellers they are well benefitted from this type of segmentation. Figure2: Cultural tourism Turkey (Source:Turkey Home, 2018)
Psychographic segmentation: this segmentation is mainly done based on the perceptions, values and beliefs of the customers. In this case, it can be stated that it would be effective for the organisation to select the demographic and the psychographic segmentation for the customers who loves scenic beauty and adventurous travelling. This would also help the organisation to develop suitable packages for the customers (Zhuet al.,2018). Conclusion Thus, it can be stated that the report clearly depicts the core marketing concepts that must be used by the First Choice Company to develop its strategies in an effective manner. Moreover, it can also be added that with the help of the core marketing concepts the organisation would be able to make the use of the proper demographic segmentation so that it can be fruitful for the company. In addition to this the changing trends would also remain updated if the proper marketing strategies are used by the company.
LO2 Introduction As it has already been stated that, the organisation, First Choice, needs to develop the marketing planning in the market in order to expand its customer base, it is highly essential for them to undertake a market research. This would help the organisation to study the market in an effective manner. In addition to this, this report also explains the different factors and impact of marketing that will pose on the organisation that has been selected in this case. P2.1- Analyse the importance of strategic marketing planning for a selected travel and tourism business (First Choice) or tourist destination (either Turkey or Spain) As Turkey is known for its scenic beauty, the tourist would enjoy the beauty of the place and in case of Spain, tourists, who love adventure would definitely go for it. Based on their qualities these destinations are demanded so much amongst the customers. The tourism industry is believed to offer several job opportunities to the people of the country and in turn enhances the economy of the country as well. It has been observed that in order to understand the countries i.e. Spain and Turkey, it is very important for the management of the First Choice to undertake suitable research of the places and thereby analysing the internal factors that influences the tourism industry (Altinet al.,2018). Therefore, it can also be added that the organisation also makes the use of several tools and techniques that helps them to study the countries and the different places in an effective manner. The tourism that will be done in Spain has been considered to be effective as stated by the PLC technique as it is in the growing the stage. As have already mentioned, the market research is considered to be very effective as it would help in identifying the changing trends amongst the customers and based on the same strategies would be developed to fulfil the objectives of the company. P2.2- Discuss the relevance of marketing research and market information to managers in the travel and tourism sector with reference to First Choice The market research that has been undertaken by First Choice has enabled them to understand and study the different taste and preferences of the customers. This in turn would help the
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organisation to strategize their plan accordingly based on which the Tour Package of 2019 will be designed. As the new trend of Eco-Tourism has developed the company can go for the same. In addition to this, it can also be stated that these strategies would also help them to attract more customers in an effective manner. Selecting the Eco-Tourism would help First Choice to attract more customers thereby developing the structures in an effective manner. With the help of the market research systems, the company would be able to undertake proper research of the market so that the demands existing there can be evaluated in an effective manner. In order to operate within the market in an effective manner, the organisation, First Choice would be able to develop the strategies and the different policies in an effective manner so that it can achieve the competitive advantage in the market. With the help of the online interviews and surveys the company would be able to understand the requirements of the customers effectively (Tsaur and Chen, 2018). Moreover, studying the values and significances of the countries such as Spain and Turkey can also be undertaken and based on the same the packages can be designed. P2.3 – Assess the influence of marketing on society Social and cultural responsibility Positive impact:as the tourism industry has been able to generate different job opportunities, it has become very important for the people of the places where tourism is undertaken to maintain the culture and heritage of the places. Negative impact:as the tourism level is increasing, it has led to the people to shift o one place to the other. This led to disrupt amongst the people of the places. Environmental Positive impact:with the inclusion of the eco-tourism in the concept of tourism, it has helped them to be eco-friendly to the nature. The different tour operators have also taken the imitative to plant more trees to protect the environment.
Negative impact:with the increase in the level of tourism the level of pollution and degradation of the eco-system has also occurred. This has deteriorated the environment. Economic Positive impact:with the increase in the level of tourism has increased therefore, it hassled tto the development of the economy of the specific countries including the development in the Gross National Income, employment opportunities and the industrialization (Strambach and Surmeier, 2018). Negative impact:the government has invested more in the development of the tourism and this in turn have negative impact such as the government have fewer budgets to develop the other aspects of the country. This on the other hand can create disputes among the people and the economy of the country. Ethics Positive impact:First Choice while promoting or marketing their services or the products must develop their promises in such a way that would help them to meet the expectation of the customers in an effective manner. The ethical values must be maintained by the First Choice in an effective manner. Negative impact:First Choice can face loss in its customer base if they follow unethical steps to develop their business in the upcoming days. Conclusion The report has been developed in order to study the different ways in which First Choice analyses the marketing research to understand the business environment for developing their services. The report also explains the different positive and negative impacts of the impact od marketing on society in an efficient way.
LO3 P3.1 Discuss issues in the product, price and place elements of the marketing mix with reference to First Choice Summer Deals 2019 to Spain and Turkey (Article) WiththehelpofMarketingMix,the organization, First Choice would be able to developthestrategiesforthesummer package to Spain and Turkey in 2019, in a better manner. Marketing mix of First Choice Product: the products that the tour operators mainlyoffersitscustomersinvolves, accommodation,foodpackages, transportation and resort packages etc. In this case, it can be stated that First Choice must develop their products in such a way thatitwouldhelpthemtoattractthe attention of the customers in an effective manner. Designing the products in a Unique manner would help the company to attract more customers for the holiday package. Place:theselectionoftheplaceis considered to be very essential as it helps in attracting the customers effectively. In this case, it can be stated that as Spain and Turkey is in high demand therefore, this will help First Choice to attract more customers (Almeida-Santana and Moreno-Gil, 2018). Spain is mostly visited for its adventure and on contrary to this Turkey is majorly visited foritsscenicbeauty.Therefore,ifthe organisation is able to design, its packages
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according to the taste and preferences of the customers then they would be able to attract more customers. Price:itisveryimportantforthe organisationstodesigntheirpricesina competitive manner so that they can earn competitiveadvantageforthepricing strategy. In this case, it can be stated that FirstChoicemustmakemarketresearch regarding the prices that its competitors are offering to their customers and based on the sametheywoulddesigntheirprices accordingly.Thiswouldhelpthe organisation o attract more customers in the market and would be beneficial for them in thelongrunaswell.Here,itisworth mentioningthattheorganisation,First Choice must develop their prices for the summer holiday in such a way that it helps them to attract more customers from the market.
P3.2 Assess the importance of service sector mix elements to the travel sector (Article) Whenthequestioncomestothe performance of the organisation named First Choice, t is mainly impacted by the service sectormixthereforecontributingtothe businessenvironmentinaneffective manner. Service Sector mix of First Choice People: in order to develop in the market, FirstChoicemusthavehighlyskilled employees with experience so that they are abletomeettherequirementsofthe customers in an effective manner. Process:FirstChoicemostlyfocuseson involving skilled employees and recruits the talentedemployeestherebyprovidethem withsuitabletrainingfortheirfurther development (Sheth and Sisodia, 2015). PhysicalEvidence:FirstChoicehas developed their online website that helps the customers to make researches regarding the packages and holiday details. Promotion: the social media is the platform for First Choice to promote their services so that their customers can get aware of the services that they offer. P3.3 Apply the concept of the total tourism product to an individual tourism business such as First Choice (Article) The products that are offered by the tour operatorstoitscustomersrefertothe different services and the products that the customers require in their holiday trips. The
products can be categorised as both tangible and intangible in nature. The company used in this report, First Choice is considered as one of the superior quality brand and it is a part of the TUI Group. The services, that are offeredtothecustomersofhighquality (Hassan and Jung, 2018). If any customer wants to gather knowledge regarding the services or the packages that the company has been offering then they can simplyvisittothewebsiteandsearch anything they want. The company must also design their website in such a way that the customerscaneasilyfindwhateverthey want to search. Offering the customers with the ability to find everything easily would helpthecompanytoretainitsexisting customers thereby attracting more. This on the other hand, also enhances the value of the interest of the customers. This platform must include all the relevant information regarding tour and travel that theorganisationwillbeofferingits customers thereby enabling the customers withproperknowledgeregardingthe holidaypackagesthattheorganisationis going to offer them. Moreover, it can also be stated that a proper web traffic must be maintainedbytheorganizationintheir website. Thecompanymustalsoinvolvethe information regarding products and services thatthecompanywillbeofferingthe customers in the packages so that it would help the customers to be informed regarding the different facilities that they are going to offer its customers (Abadiet al.,2018).
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LO4 P4.1 Assess the integrated nature and role of the promotional mix An organisation mainly makes the use of the promotional mix plan so that they can advertise the different services and the products to reach out to the customers in an effective manner. In this case, it can be stated that the organisation must advertise their products and services so that they are able to meet the demands of the customers prevailing within the market (Saariet al.,2018). This report also explains the fact that First Choice also employs the promotional mix in order to advertise regarding the products and the services that they want to deliver to their customers. They have designed the First Choice Summer Holiday 2019 in Turkey and Spain and with the help of the promotional mix they would be able to reach out to their customers with their services in an effective manner. The promotional mix would also help the organisation to generate high revenue thereby increasing their sales level (Number of international tourists arriving in Spain in 2017, 2018). Advertising:advertisement is considered to be very helpful for the organisations to reach out to their customers. Therefore, First Choice also makes the social media platform in a most strong manner so that it can expand its business all over the world. The social media helps the company to convey their messages to the customers. Moreover they also makes the use of Google and Television in order to convey their messages to their customers regarding their products and services including the different packages that they want to offer to their customers. This would help them to become one of the renowned companies thereby increasing their customer base as well. Public relations: developing a good relationship with the customers is also considered to be one of the most effective roles that a company needs to play in order to increase the customer base. Therefore, First Choice has hired the best public relation officer so that he can communicate their services and the products to the customers and make the same an interesting one. This would help them to attract more customers in the market thereby boosting the sales level of the company (Ramoset al.,2018). The public relationship officer advertises the products and the services to the customers by engaging them with their company for the long run.
Sales Promotion: this process is also considered to be very important for an organisation. First Choice in this case, promotes its products and services along with offering the customers with different discounts, special offers and other facilities that would help the to attract the customers. Mostly customer opts for the discounts and the special offers and therefore, this strategy would help the company to attract a huge traffic. Direct selling: the main concern of First Choice is to recruit employees who are highly skilled. They are being provided with suitable training regarding their products and services that would help them to communicate with the customers in an effective manner. The company mostly tries to develop the communication skills of the employees so that they are able to develop the process of direct selling in a better way. After the completion of the training process, the employees have to visit the customers in order to explain the different packages that the company wants to offer them along with the facilities that they would get on purchasing the holiday packages. This would help the company to reach out to more customers so that they can increase their sales level and in addition to this increase their customer base as well (). Online promotion and internet: having the website, First Choice has designed the website in such a way that the customers would be able to search for their required products and services in an effective manner. Moreover, it can also be stated that the organisation needs to develop their websites in such a way that the customers can compare the packages and the prices of the products with other organisations. This would help the customers to be loyal with the company. P4.2 Plan and justify an integrated promotional campaign for First Choice Summer Deals 2019 holidays. (refer appendix) Integrated promotional campaigning refers to the activity that involves the unified experience for the customers who can understand the fact that the customers are their main concern and their requirements and demands would be valued by the organisation. The integrated promotional mix employed by First Choice has been explained below: Online promotion and internet: in today’s world online process and internet has become the most appropriate trend. Therefore, it helps the organisation to communicate with the employees in an
effective manner. In this case, it can be stated that the organisation would be able to develop the website in such a way that the customers are able to gather knowledge regarding the packages that the organisation is offering them. They can also compare the services with that of the other companies and select the best one. In this case, the packages must be developed in such a way that it helps the organisation to attract huge traffic to their website. Public relation: as have already been stated that the organisation hires a public relation officer who, then communicate with the customers regarding the new products and services that the company wants to offer them. The individuals are first hired and then are offered with suitable training so that they are able to communicate with the customers in an effective manner. In the training process, the public relation officers are acknowledged regarding the different products and services thereby keeping the customers engaged with their company. This would help First Choice to develop the sales level of the company thereby increasing the customer base as well.
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Conclusion Thus, it can be stated that First Choice is a well known tour operator and is a part of TUI group has decided to offer its customers with its services like Summer Holiday 2019 to Turkey and Spain. The different marketing strategies have been discussed in this report along with the positive and negative impact on the society. It has been observed that the company has developed their products and services in such a way that would help them to attract more customers in the highly competitive market thereby increase the sales level of the company in an effective manner.
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INTEGRATED PROMOTIONAL CAMPAIGN FOR FIRST CHOICE SUMMER DEALS g refers to the activity that involves the unified experience for the customers who can understand the fact that the customers are their main conc be stated that the organisation would be able to develop the website in such a way that the customers are able to gather knowledge regarding the packages that t The organisation hires a public relation officer who, then communicate with the customers regarding the new products and services that the company wants to offer them. The individuals are first hired and then are offered with suitable training so that they are able to communicate with the customers in an effective manner.
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