Concept of Marketing Management

Running head: MARKETING MANAGEMENT
Marketing Management
Name of the Student:
Name of the University:
Author’s Note:

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Executive Summary
The report will introduce the readers to the concept of marketing management and for this
particular purpose the report will take the help of the company Cosmos which is related to the
tourism industry of the nation of Australia. The report will begin by giving a brief
introduction to company and an analysis of the company on the 5Cs framework. The report
will then discuss the data collection methods used by the company and also the marketing
management of the concept. Furthermore, the report will also talk about the marketing plan as
well as the marketing tactics used by the company. Finally, the will end with a 4P analysis of
the company.

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Table of Contents
Introduction................................................................................................................................3
“Overview of the company Cosmos”.........................................................................................4
5C analysis.................................................................................................................................5
Company................................................................................................................................5
Customers...............................................................................................................................6
Collaborators..........................................................................................................................7
Competitors............................................................................................................................7
Context...................................................................................................................................7
Data collection...........................................................................................................................8
Marketing Management.............................................................................................................8
Marketing strategy.....................................................................................................................9
Marketing tactics......................................................................................................................11
Conclusion................................................................................................................................12
References................................................................................................................................13

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Introduction
The “business world in the present times has undergone much transformation and it is
a reflection of this particular fact that in the present times a wide range of business industries
have emerged in the present times” (Ashworth and Goodall 2013). The tourism industry is
one such industry which has gained much popularity in the present times and within a very
short time has become of the leading business industries of the world (Ashworth and Goodall
2013). The recent popularity attained by the tourism industry can be as a reflection of the
growing insistence of the people to not see the world but also to spend their leisure time in
meaning activities. It is significant to note that although the industry is a very nascent one yet
the level of business competition which the various business organizations related to the
tourism industry face has considerably increased in the recent times (Ziegler, Dearden and
Rollins 2012). Therefore, “the various business organizations related to the tourism industry
often take the help of various kinds of innovative strategies in a bid not only to outrival their
key competitors operational in the same field of business but also to bring about the overall
growth as well as the development of their business process” (Ziegler, Dearden and Rollins
2012). Furthermore, “it is also seen that these business organizations often take the help of
various kind market researches as well as frameworks not only to analyze the needs of the
customers in the most effective manner but also to devise effective strategies for the
mitigation of the high level of business competition and rivalry” faced by them. This report
will discuss about the concept of marketing management with the help of the business
organization of Cosmos which is operational in the tourism industry of the nation of
Australia.

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“Overview of the company Cosmos”
The company “Cosmos” is one of the leading companies of the nation of Australia
related to the tourism industry and is known for “the wide range of offers as well as services
which it provides to the customers from the different parts of the nation of Australia”
(Cosmostours.com.au 2018). The company was originally founded in the year 1928 however
in the recent times the business organization has undergone much transformation in the recent
times (Cosmostours.com.au 2018). The business organization was originally founded by
Antonio as a single motor coach unit called by the name of Globus Viaggi and from there on
the “business organization took the help of various kinds of effective strategies in a bid to
become one of the leading business organizations of the nation of Australia related to the
tourism industry” (Cosmostours.com.au 2018). The idea for the business organization was
initially developed by Antonio during his frequent visits across the “Lake Lugano in the
nation of Switzerland” (Cosmostours.com.au 2018). It is significant to note that by the year
1950 the business of the concerned organization has expanded from the single coach used by
it to approximately 33 coaches and by the year 1962 the first wing of the Cosmos was formed
(Cosmostours.com.au 2018). The company within a very short time gained a considerable
amount of popularity and “it is a reflection of this particular fact that by the year 1968 the
business organization under consideration here” in addition to the water transport and tourism
facilities provided by it also started its airlines tourism facilities across the nation
(Cosmostours.com.au 2018). The airline tourism facilities provided by the nation came to be
called by the name of Monarch Airlines (Cosmostours.com.au 2018). The 1970s was a
crucial decade for the concerned business organization as the organization was able to expand
into the different parts of the nation of Australia during this particular decade also to stabilize
the various kinds of “tourism facilities provided by it to the customers from the different parts
of the nation” (Cosmostours.com.au 2018). It is a reflection of the quality of the services

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offered by the business organization under consideration that the average number of
customers which the business organization gets on yearly basis is more than 500,000 and the
satisfaction rate of the customers “who take the help of the services provided by the
concerned business organization is more than 93%” (Cosmostours.com.au 2018). The
“business organization under consideration here takes the help of various kinds of attractive
discounted offers as well as combo offers” in a bid to get more number of customers.
Furthermore, “the business organization here also takes the help of the policy of cost
leadership and it is a reflection of this particular fact that the business organization under
consideration here tries to provide quality services to the various customers from the different
parts of the nation” at very affordable prices.
5C analysis
Company
The primary “strength of the business organization can be said to be the wide range
of offers as well as services which the business organization under consideration here
provides to the customers from the various particular parts of the nation”. The “business
organization under consideration also follows the policy of cost leadership and provides
quality services to the customers at very affordable prices”(Cabiddu, Lui and Piccoli 2013).
Furthermore, “the business organization under consideration here” has been in operation for
more than eight decades and thoroughly understands the needs of the customers from the
diverse parts of the nation. Therefore, the services as well as the offers by the business
organization are designed specifically to meet the various requirements of the customers (Han
and Hyun 2015). The weakness of Cosmos can be said to be the fact that although “the
business organization under consideration here has been in business for more than eight
decades yet the major business activities of the concerned business organization are centered

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in the nation of Australia itself” and the business organization has not expanded into the other
major nations of the world (Cook, Hsu and Marqua 2014). Therefore, it would be apt to say
that the entire business of the organization depends on the business environment of the nation
and if there is a problem in the nation of Australia then that is likely to hamper the prospects
of the concerned business organization in an adverse manner. The “business organization
under consideration here can take the help of the various platforms” provided by recent
technologies to “provide better services to the customers from the different parts of the nation
of Australia” (Mok, Sparks and Kadampully 2013). Furthermore, expansion into the other
“leading nations of the world is another opportunity which the business organization can take
the help of in order to achieve better success rate” and also to earn a higher rate of
profit(Moutinho and Vargas-Sanchez 2018). The primary threat which the business
organization under consideration here faces is from the various rival companies operational in
the same field of business. Another threat which “the business organization under
consideration here faces is from the changing needs” of the customers. As already mentioned
the major business activities of the business organization under consideration here are
centered in the nation of Australia and it is seen that the various customers in the present
times like visit the diverse foreign locations more than the national ones (Moutinho and
Vargas-Sanchez 2018). Therefore, it would be apt to say that “the business organization
under consideration here faces a considerable amount of threat” from this particular factor.
Customers
The “business organization under consideration here” serves the diverse people from
the different parts of the nation of Australia. However, it is also seen that the various tourists
who visit the nation of Australia “also take the help of the services provided by the business
organization” under consideration. It is significant to note that the customer behavior in the

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present times has become much more dynamic and they tend to fluctuate a lot among the
different service providers which are operational in this particular industry.
Collaborators
The business organization under consideration here in the recent times have
undergone several collaborations with the various hotels, resorts and others “which form an
integral part of the tourism industry” in the various parts of the nation. It is significant to note
that these collaborations have significantly improved the quality of the services provided by
the business organization under consideration here (Kotler 2015).
Competitors
The primary “competitors of the business organization under consideration here” are
Intro Travel, Ultimate Travel, G Adventures, Intrepid Travel, Topdeck, Contiki and various
others (Moutinho and Vargas-Sanchez 2018). In addition to these it is seen that every year
new start-up business organizations are emerging in this particular business industry and the
business organization under consideration though it is a very old as well as established one
faces a considerable amount of threat from these new start up business organizations.
Context
The tourism industry is a very dynamic one and it is generally seen that a peaceful as
well as stable environment is required for the growth of this particular industry. Therefore, in
a way it can be said that the political as well as legislative factors impact the business of this
particular industry in a significant manner (Walker and Walker 2016). Furthermore, in the
recent times the environmental factor has also gained a considerable amount of significance
for the industry under consideration here.

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Data collection
The collection of the relevant data forms an important part of the business process of
this particular industry. The data collected by these business organizations are very useful as
“they not only help the business organizations to understand the requirements of the
customers but also helps them to devise effective strategies as well as policies for the fulfill
of the requirements of the customers in the most effective manner” (FitzPatrick et al. 2013).
therefore, “it is seen that the various business organizations in the present times take the help
of various kinds of marketing strategies” as well as marketing intelligence methods in a bid
“to effectively understand the needs as well as requirements of the customers in the most
manner and also to devise effective strategies for the fulfillment of those needs and
requirements” (FitzPatrick et al. 2013). The various surveys as well as feedbacks given by the
customers who utilize the services provided by these business organizations also serve as
important sources of information.
Marketing Management
The customers in the present times have become much more dynamic than they were
in the earlier times and this change is generally seen to be a reflection of the increased
number of choices which are available to the customers in the present times. In the earlier
times, the number of business organizations operational in a particular field of business was
very less and thus the number of choices which was available to the customers was very less
(Morrison 2013). However, in the recent times with the increase in the number of business
organizations the choices available to the customers has increased considerably and “it is a
reflection of this particular fact that in the present times the various customers who take the
help of the services offered by the business organization under consideration here” want the
very best services and that too at very affordable prices (Morrison 2013). The business

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competitors which pose a serious threat to the business of the business organization under
consideration here are Intro Travel, Ultimate Travel, G Adventures, Intrepid Travel, Topdeck,
Contiki and others. It is “true that the business organization under consideration is one of the
largest and the most popular ones in the nation of Australia” yet the innovative strategies as
well as attractive offers provided by these business organizations to the customers from the
different parts of the nation pose a serious threat to the business organization under
consideration here (Leung et al. 2013). However, “in the present times it is seen that the
business organization under consideration here” has started to provide international or foreign
“packages to the customers from the various parts of the nation” in a bid to keep pace with
the recent developments in the tourism industry and also to meet the requirements of the
customers. Furthermore, “it is also seen that in the present times the business organization
under consideration here has started to take the help of the recent technologies in order to
serve the customers” in a much better manner. The various collaborations which the business
organization has under taken in the present times have contributed “much towards the success
attained by the concerned business organization in the present times” (Leung et al. 2013). It is
significant to note that the business organization under consideration here undergone several
collaborations with the hotels, resorts and others “which form an integral part of the tourism”
and they have helped the business organization under consideration here in a significant
manner to provide better services to the customers (Leung et al. 2013).
Marketing strategy
The services provided by the business organization under consideration are sought
after by the various sections of the population of the nation of Australia. It is true that the
younger section of the population of the nation likes to travel a lot however it is generally
seen that the older population of the nation also likes to take the help of the services provided

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by the business organization under consideration here (El-Gohary 2012). It is significant to
note that the various services provided by the business organization under consideration are
designed specifically to accommodate all the requirements of the customers belonging to the
different age groups as well as the economic backgrounds. However, the business
organization under consideration here can gain a significant amount of profit if it focuses on
the working class belonging to the age group of thirty years to forty years. Recent researches
suggest that it is this particular age group who take the help of the tourism services offered by
the various business organizations related to the tourism industry more frequently than any
other age bracket (El-Gohary 2012). Therefore, if the business organization under
consideration here focuses on this particular age group and designs the services offered by
them to accommodate the requirements of this particular age group then it can enhance its
future prospects in a significant manner. Furthermore, “the business organization under
consideration here can take the help of different kinds of value proposition methods” in a bid
to con vey the benefits of the services provided by them to the customers from the different
parts of the nation of Australia (Gustavo 2013). In the present times it is seen that the number
of business organizations operational in the tourism industry has increased significantly and
most of these business organizations offer similar kind of services to the customers from the
different parts of the nation. Therefore, it becomes very important for the business
organization under consideration here to effectively convey the benefits or the advantages of
the products or the services which are being offered by them to the various customers from
the different parts of the nation. Moreover, it is also seen that the various customers are
confused as regards the services offered to them by the various business organizations and
whose services should they opt for (Chen, Lin and Kuo 2013). Therefore, clearly stating the
advantages of the services offered by the concerned business organization to the customers
through the means of effective promotional strategies would help the business organization

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under consideration to effectively expand its customer base and also to enhance the annual
profit gained by it on yearly basis. As already “mentioned the business organization under
consideration the business organization under consideration here” is one of the largest ones in
the nation of Australia however Cosmos “can take the help of various kinds of position
statements in a bid to clearly communicate the values or the benefits of the services provided
by them to the customers” from the different part of the nation of Australia. Therefore, the
position statement should be designed in such a manner that it effectively communicates the
values of the company and also the benefits of the services provided by them to the customers
(Mohammed and Rashid 2012).
Marketing tactics
The analysis of the business organization Cosmos on the 4P framework would reveal
the following facts-
Place: The “place of operation of the business organization under consideration here is the
entire nation of Australia” (Cosmostours.com.au 2018). It is significant to note that currently
taking into consideration the global business scenario and the following the various precepts
of globalization the business organization under consideration here is trying to expand into
the other nations of the world as we..
Product: The primary “services offered by the concerned business organization are the
various tour packages which they offer to the customers from the different parts of the nation
of Australia” (Cosmostours.com.au 2018). Furthermore, in the recent times the business
organization has undergone collaborations with the various hotels, resorts and others and thus
it addition to the tour offers they also provide lodging and other kind of facilities.

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Promotion: The “business organization under consideration here takes the help of various
kinds of online media for the purposes of promotion” (Cosmostours.com.au 2018). The
various kinds of fan as well as the brand pages often an important source of promotion for the
services offered by the business organization under consideration here (Cosmostours.com.au
2018). Furthermore, the “business organization under consideration here also takes the help
of the word of mouth” means of promotion.
Price: The “business organization under consideration here follows the concept of cost
leadership” and thereby provides the best quality of services at very affordable prices
(Cosmostours.com.au 2018).
Conclusion
The tourism industry “in the present times has emerged as one of the major industries
of the world” and has been known for generating an impressive amount of capital on yearly
basis. However, there are several factors which affect “the business process of the various
business organizations related to this particular industry”. Therefore, it is often seen that the
various business organizations often take the help of various kinds of effectively marketing as
well as other kinds of strategies with the aim to “not only outrival their key business
competitors operational within the same field of business but also to bring about the overall
growth as well as the development of their business process”. In addition to these, the
development of effectively marketing plans and the adoption of marketing tactics which are
in synchronization with the marketing plan adopted the concerned business organization also
the concerned business organization in a considerable manner.

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References
Ashworth, G. and Goodall, B., 2013. Marketing in the Tourism Industry (RLE Tourism): The
promotion of destination regions. Routledge.
Cabiddu, F., Lui, T.W. and Piccoli, G., 2013. Managing value co-creation in the tourism
industry. Annals of Tourism Research, 42, pp.86-107.
Chen, L.C., Lin, S.P. and Kuo, C.M., 2013. Rural tourism: Marketing strategies for the bed
and breakfast industry in Taiwan. International Journal of Hospitality Management, 32,
pp.278-286.
Cook, R.A., Hsu, C.H. and Marqua, J.J., 2014. Tourism: the business of hospitality and
travel. Boston, MA: Pearson.
Cosmostours.com.au. 2018. Best Value Holiday Packages | Cosmos Tours. [online] Available
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El-Gohary, H., 2012. Factors affecting E-Marketing adoption and implementation in tourism
firms: An empirical investigation of Egyptian small tourism organisations. Tourism
management, 33(5), pp.1256-1269.
FitzPatrick, M., Davey, J., Muller, L. and Davey, H., 2013. Value-creating assets in tourism
management: Applying marketing's service-dominant logic in the hotel industry. Tourism
Management, 36, pp.86-98.
Gustavo, N., 2013. Marketing management trends in tourism and hospitality industry: Facing
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Hall, C.M., Timothy, D.J. and Duval, D.T., 2012. Safety and security in tourism:
relationships, management, and marketing. Routledge.

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Han, H. and Hyun, S.S., 2015. Customer retention in the medical tourism industry: Impact of
quality, satisfaction, trust, and price reasonableness. Tourism Management, 46, pp.20-29.
Kotler, P., 2015. Framework for marketing management. Pearson Education India.
Leung, D., Law, R., Van Hoof, H. and Buhalis, D., 2013. Social media in tourism and
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Mohammed, A.A. and Rashid, B., 2012. Customer Relationship Management (CRM) in
Hotel Industry: A framework proposal on the relationship among CRM dimensions,
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Ziegler, J., Dearden, P. and Rollins, R., 2012. But are tourists satisfied? Importance-
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