Marketing Mix Comparison of First Choice Holiday and Cosmos Travel and Tourism

This document discusses the major key roles and responsibilities in marketing functions, examines the marketing roles and responsibilities in the wider organizational context, and evaluates the interrelationship between marketing and other functional units. It also conducts a specific comparison of the marketing mix elements of First Choice Holiday and Cosmos Travel and Tourism.

Marketing Essentials
For Torusim and
Tours company

Table of Contents
INTRODUCTION...........................................................................................................................1
Task 1...............................................................................................................................................1
P1. Discuss the major key roles and responsibility towards the marketing functions...........1
M1. Interpret the roles and responsibility of marketing in the context of marketing
environment............................................................................................................................3
P2. Examine about the marketing roles and responsibility of marketing which relate to the
wider organisational context...................................................................................................3
M2. Through analyse the importance of interrelationship between marketing and other
functional units of tours and travels organisation ..................................................................5
D1. Illustrate to evaluate the key elements of marketing function to making interrelate with
other functional units..............................................................................................................5
Task 2...............................................................................................................................................5
P3. Conduct the specific comparison about marketing mix elements by opting two
competitive company..............................................................................................................5
M3. Though investigating of different tactics applied by travel and tourism on organisation
perspective to achieve their business objectives....................................................................9
Task 3...............................................................................................................................................9
P4. Design the proper marketing plan for the Tourism and Travels company perspective
which reflect the meeting eth organisation objectives...........................................................9
M4. By evaluating the evidence based marketing plan towards the applies of marketing
objective accomplish in tourism organisation......................................................................13
D2. Critically demonstrate the marketing strategic plan applies by using Seven Ps aspect of
marketing mix to meet the objective of marketing environment of related Travel and Tourism
of organisation......................................................................................................................14
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
A term marketing is the concept business oriented for procuring, promoting,
manufacturing and selling with distributing of product and services for making accomplish all
the requirements related with customer needs and wants. The procedure of marketing essentials
and function comprise about the systematic planning of organisation marketing campaign to
build up better advertising of product performance in the competitive environment, it supports to
identifying the rightful customer for the product where easily deliver and providing the optimum
services to attract them (Blythe and Martin, 2019). As per in the report of marketing essential
includes the different roles and responsibility in the marketing function aspect along with
organisational department motives for derives major interference of marketing. By applying
marketing mix through assorting the Seven Ps for making comparison between two competitive
ventures, after that proper marketing strategical plan in respective of Tours and Tourism in
respect to attaining the marketing objectives.
By considering the Tours and Travels industry from United Kingdom based firm known
as First Choice Holiday Limited company is online based travel agency which operate tours ad
travels as well as offers different types of packaging of travelling bases (Lanier and Lanier,
2017). Their packages are tie up with the branded hospitality industry like hotels and motels to
providing the better service to their customers. The product as they basically offer is cruise trips,
airlines and resorts
Task 1.
P1. Discuss the major key roles and responsibility towards the marketing functions.
The marketing influence is complied all the activities of managerial and business
activities which driven to presumes the better performance about the product awareness among
with the customer perception. There is optimum strategic planning regarding with market and
product development that occurs during fluctuation of trending related of demand for product
specification on that note the different role and responsibility of marketing in context of First
Choice Holiday Company.
Roles of Marketing:
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 Optimisation of Content generate in platform: By enhancing the different
platform to approach for awareness about the product in respect to making people
attract and experience service. In the scenario of First choice organisation, they could
promote their product description in digital platform or offline platform by effective
search optimisation support will promote their travelling package concept
deliverables to the customer in short span of time (Chernev, 2018). Through the
digitalisation feature can provide the product information in the better manner where
people can easily view and choose their own preferred product. First Choice venture
used to discover their context by analysing the overall market.
 Implication customer and market research: From the comme ncing of marketing
research by the player of organisation team to get many information related with
customer behaviour and traits towards the products and services along with specific
market internal and external condition (Muralidharan, and Raval, 2017). As for First
choice Holiday company basically known about the United Kingdom market as well
as they conduct weekly basis of research in market of travelling sector to getting idea
about different opportunities appliable in competitive market to pitch the product.
Responsibility of Marketing:
 Fulfil the customer needs and wants: To prepare a marketing strategy as analysation
the marketing demands through research as well as request by the customer for the
product requirement it should be fulfilled. The growth of marketing aspect is depend
upon the customer approaching the product in regular practise. Within the perception of
First choice Holiday company they focused on customer expectation as what they
actually looking for? Its all about the services which provide by the company as better
travelling guidance enhancement. They have a process to filling the feedback criteria in
that they actually get assume that as their services and the requirement which customer
has expected is successful fulfilled or need of improvisation (Nirschl and Steinberg,
2018).
By conducting the survey through sales team of First choice to scrutinize the
requirement factor as well as active in social media and official websites where they
continuous connected with their clients to investigate the better services outputs.
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 Better Promotional and Communication : Through various tools of product advertise
which having presence in the market as many product development tools which incurred
different source which enforced to the better procurement about the product specification.
Promotion function of marketing ensures communication of attractive features of product
or services so that attention of large a number of customers can be attracted for enhancing
sales of product. Through television, radio or digital banners are most effective way to
advertise the product and services of the company product in better communicative
function to understands the customer. By perspective of First choice Holiday venture
they formulating their product description in optimum way to present through digital and
banner of their travelling product promotes in all over United Kingdom to making
awareness as well as developing the brand perception in customer point of view.
M1. Interpret the roles and responsibility of marketing in the context of marketing environment.
In the above explanation about the different role and responsibility of marketing in Tours
and travels industry concept are having internal and external aspect are involved such as
customers, retailers, wholesalers they influence the organisation growth in the competitive
environment (Bojanic and Reid., 2017). It basically highlight about the basic practises of
marketing is essential where it operates in productive manner as well as to making about the
concerned for customer needs and wants along with promoting of product is the responsibility of
marketing. And to making a strategic plan for organisation visionary concept for creative and
awareness presence in the market environment towards the customers.
P2. Examine about the marketing roles and responsibility of marketing which relate to the wider
organisational context.
The essential part of the marketing roles and responsibilities are in particular department
interference with an objective as to coordinating with working aspect. As in consideration of
First choice Holiday company their marketing influence in their internal premises major
departments where they are linked within the prospective of marketing purpose of working
aspects as well as gaining knowledge about the having of inter relation between administrative,
operational and financial units of working together with marketing as it elaborate below:
Role about the major Department in First choice Holiday company:
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Human resource Department: This department basically handle the workforce, hiring process
and other compliance oriented formalities aspect for better towards the organisation.
Financial Department: According to this department it operates all the financial activities such
as cash flows and maintain the expenses for procuring the optimum funds in the better of
particular organisation.
Sales and operational Department: Through operational and sales are been activate the
organisation growth in the business world to getting profit maximisation and making the product
brand promotes in the competitive market environment.
Responsibilities of marketing in First choice Holiday company Department:
Marketing relation with Human Resource: As in this department commence the hiring and
recruitment to the potential candidates in the organisational premises. The important role in the
communication information regarding competency of individual people, where marketing
coordinate with human resources department to regulates the basic promotion of recruitment.
According to the First Choice Holiday company allows to both department working attributes in
regular basis as Human resource facilitates the manpower to the marketing requirement as well
as the manage the creativity level of this organisation (Akbar and et . al., 2017).
Marketing relation with Finance Department: The process of managing and allotting the
optimum funds to the company along with day to day expense controlled by the financial
experts through effectiveness. In the aspect of First Choice Holiday venture are having financial
team which they measured the trading opportunities, regular monitored the cash inflows and
outflows monthly and annual basis, their inter relation with the marketing is to providing funds
for their activities related the company product promotion or campaign. In fact, marketing also
integrate their role in financial to generating the clients for investment purpose where department
can easily scrutinize the situation and invest lum-sum amount for better returns motives.
Marketing relation with the Sales and operation: In specific organisation growth is highly
depend upon their product performance in the market review which operate and making
prominent through sales activities (Campbell, Martin and Fabos, 2018). As sales are depend
upon the marketing instruction as they form a strategic plan towards the product and service in
effective where they easily make awareness towards the customer perspective. In Frist Choice,
they have two department sales and operation where sales are optimise the product selling and
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distribution and operation is to managing the resources along with external activities that
regulates under the instruction of marketing. The motive is to getting better outcomes to attract
the number of consumer for service which enhance the profit maximisation as well branding
growth engaged in competitive marketing world.
M2. Through analyse the importance of interrelationship between marketing and other functional
units of tours and travels organisation .
Having a systematic inter-relationship of individual department in among of the
administrative and operational department just like Marketing is been link towards the First
Choice Holiday venture’s department to procuring the better coordination as well as handle all
the situation basis. By considering the Human resource and financial department are majorly
relate with marketing connected with each other where HR department increasing the manpower
to them while finance department provides allocate funds to them for marketing campaign as
well as other business related activities marketing helps to influence the clients along with
investor are ready to invest to enhance more opportunity of outcomes positive intrigration.
D1. Illustrate to evaluate the key elements of marketing function to making interrelate with other
functional units.
As in organisation aspect the role of marketing in having significance agenda to procure
the expectation the their customer as well as the strategies are to considered. The major factor
marketing is supports to optimisation the growth of product and services in the market where
they could easily communicate and promotional activity for better revenue generates. In other
phrase it considered the fact related with role and responsibility of marketing in organisation
department in the administrative, financial and sales operation to coordination of the working
regulation as better coordination.
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Task 2.
P3. Conduct the specific comparison about marketing mix elements by opting two competitive
company.
The propaganda of marketing mix is refer to the process of value and preference
exchange that is facilitated by the 7ps. Through the seven Ps is describes about the factor which
involves the place, product, promotion, physical evidence, people and process which lead to
implementation of most effective strategies to the customer for providing the better product and
service description (Uncles 2018). By considering the Travelling and Tourism company as to
analysation their marketing mix which organisation provided. The companies which determined
if from United kingdom based name as First Choice Company and Cosmos Travel and Tourism
venture through all the factor of 7Ps that would highlight comparison which elaborated below:
Marketing Mix First Choice Holiday Cosmos Travel and Tourism
Product The product of First choice
venture is provide the better
traveling packages products in
which they facilitating the
adventurous trait of cruise,
resorts booking, trilling trips
at all over the destination
covered.
To providing great values of
product high quality of tour
and travelling experience to
their people as per their
expectation. They are focused
the premium people where
they actually promotes the
expensive feature of product
and services as beautiful
destination with great comfort
providing.
Price By deciding of product in
pricing criteria which shows
the value towards customer
orientation. They have motive
to deliver the moderate
premium product prices where
range is medium to upper
scale engaged to the people as
Cosmos tours and travels are
well known about their
product that they enhance the
competition based pricing
strategy to deliver high
premium product to those
customer having high
purchasing power. They
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they can experience their
services through larger
consumer approach.
actually attract the customer
towards analyse the
competitor dynamic
performances in competitive
marketing (Wilson, McCabe
and Smith., 2018).
Place They operated from the head
office from United Kingdom
as well as their services are
available to the different sites
of countries globally and small
district where their product is
affordable traits to which more
people can easily optimised
through people such as USA,
France, Italy and Europe etc.
From handling the activities of
Cosmos Tours and Travels
facilities from United
Kingdom that allowance the
services deliverables through
international segments
(Braciníková and Matušínská,
2017). The available
destination are presently
activate in France, Germany,
Holland, Ireland, Italy,
Austria, Belgium and United
kingdom as many other small
and moderate district places.
Promotion In the competitive market
having effective source of
opportunity where company
can easily promotes and
advertise the travelling
package their business by
digital platform as well as
mouth publicity.
By promoting the travelling
packages of the Cosmos
venture to exploring and
adventures through Social
media and digital platform to
interact with customer and
providing the services as per
the customers expectation.
People To availability of the
workforce in the First Choice
is to hired the potential
By having different behaviour
of people are join in Cosmos
Tours and Travels Ltd to
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employees where they have
more than 500 workforce are
commenced together and
handling al the clients and
customers for their traveling
objectives aspect (Bünte,
2018). First Choice Holiday
provides training and
development to their peers
where they get to improvised
their skills and knowledge
effectively.
pursuing the better working
objective fulfilled. As the
people are most essential part
for the organisation
perspective and specially for
hospitality and tourism
business because they thee
growth is depend upon their
interaction basis. They are
appointed by Cosmos Tour
Ltd to enhance the customer
experience and to providing a
joyful journey and vacation.
Process The procedure of the First
Choice is having majorly
compressed activate their
services on online and offline
platform where customer get
easily approach to experience
the services. Their main
working process is to guidance
provide for booking tickets
and then some travelling
formalities are necessary to be
accomplish. They are also
facilitates the insurance of
travelling to the customer to
reduce the uncertainty along
with services are constantly
available in online portals to
providing their services in
Cosmos Tours and travels are
more engaged to work through
providing the easy and flexible
facilities to its customer by
serving quick factor to
optimisation in online services
for booking tickets as per their
fare charges and some
travelling information also
provides to their people and
clients where they get to know
about their destination
speciality (Hidayatullah and et
.al 2019). It is a friendly user
website is provided by
Cosmos through customers
can easily books tickets for
their tour.
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urgent basis.
Physical evidence The presence of First Choice
Holiday company having a
effective appearneses in
United Kingdom region. Their
promotion and products are
highly influenced in UK
travelling market. As most
preferred services are
provided by the company as
well as in economic range the
company efforts to deliver the
optimum range of product
specification as in frame of
travelling packages (Brychkov
and Domegan, 2017).
Their physical evidence is
most influencer in United
kingdom as well as other
countries also by their flexible
services and having a wider
range of beautiful adventurous
destination sightseeing and
man thrilling experiences.
Their services are most
preferred by high clients who
daily purpose to travelling for
business motives and
internally and externally get
promoted by online platform
as well as social media factor.
M3. Though investigating of different tactics applied by travel and tourism on organisation
perspective to achieve their business objectives.
By optimisation from significance marketing strategies are formulated travel and tourism
organisation perspective by achieving all the objectives in terms of customer retention,
performance benchmark and positive feedback enhancement are the highest influencing that
continuous the growth in competitive market. Through over all analysation of marketing mix
method by approaching 7Ps in respective of First Choice holiday company and Cosmos Tours
and Travels venture comparison their different scenario about product and market related
performance by Seven factor of marketing mix. First choice having a scope of delivering the
better service provider in online as well as offline segmentation where Cosmos company not able
to reach that expectation which customer expected in terms of pricing, First Choice also
enhancing the insurance of their luggage and other related aspect during traveling which other
travelling company not provided effectively (Duffett, 2017). As Cosmos Tours and Travels are
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most preferred by higher capabilities of customer but the First Choice Holiday venture is cover
all the segment in terms of customer traits and their pricing facilities.
Task 3.
P4. Design the proper marketing plan for the Tourism and Travels company perspective which
reflect the meeting eth organisation objectives.
By constructing the influencing and effective way of marketing strategic plan and well
structured about the different information facilitates related to business aspect related to
optimising the complete frame work and guidance about the objective achieving in the marketing
factor as in organisation perspective. Many situational based of challenges and opportunities
would arise and imitate the customer perception and product related information regulates in the
business which supports to improvised in the competitive market (Hisrich and Ramadani, 2017).
By approaching the United Kingdom based marketing plan can execute and makes a better
understand about the people choices and their behaviour is highlight in the consideration of the
First Choice Holiday Company.
Overview of the Company:
The First Choice Holiday Company is United Kingdom based a travelling experience
service business where they are offered different range of torus and tourism packaging are being
delivered to the customer. As they covered all over the international destination provides where
they have collaborate within the Hotels, flights and resorts services.
Mission:
By enhancing the high excellence of product and service quality to their valuable
customers through developing the exceptional adventures services through their product to fulfil
the expectation of customer needs.
Vision:
To become the proficient and excellence services of travelling provider in the
international level.
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Objectives:
They provide a assurance of travelling safety and the requirement resources facilitates by
them to making the journey safer and adventurous with happiness (Eng, 2017). Their values are
been towards their employee productivity by allocating them a positive environment where they
contributes their creativity and innovation towards their company growth expectation.
Situational Analysis.
The factor of situational analysation is refers the internal assessment of the specific
company which are essential to measured the strength of the company as well as weakness where
they failing at most, opportunities they have to accomplish and threats which arises drastic
conflicts that slow down their growth and productivity. In below there is analysation of swot of
First Choice holiday company is to effectively analysation of advantages and uncertainty whch
prevailing the business environment.
STRENGTH WEAKNESSES
 They having huge amount of relation
between airline and hospitality ventures
for business objectives related.
 Different traits of services are having in
First Choice Holiday company that
regulates the customer preference
product of travelling provides.
 They are highly active in online and
offline platform as they have effective
search engine optimisation which
supports to connect with their clients
(Eletxigerra, Barrutia and Echebarria,
2018).
 By offering moderate to premium
feature of pricing and factorisation
where people are easily approach as per
their booking capacity to bear the
 Lack of proper infrastructure is the
weakness of First choice holiday
company.
 Only United Kingdom people can
assort the services of First choice
holiday venture (Heroux, 2017).
 Due to many alternative services
having enhanced, it create a complexify
to the customer choices in pricing and
better scheme offers.
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expenses.
OPPORTUNITIES THREATS
 By having advance type of technology
to assort the customer experience and
business promotion in positive way.
 Conducting many schemes of travelling
can easily attract the outsiders people
interaction.
 Systematic having better relationship
with big hospitality industries can bring
a business opportunity for them.
 Unwanted terrorism attack and natural
climatic is can create huge threats to
their business.
 Due to economic slow down can reduce
the number of access of travelling
expenses bear by the customers.
 On the government policies can also
change the business procedure and
norms that is surety provide of positive
benefits or negative (Fill and Turnbull,
2019).
 High level of competition in travel and
tourism sector in UK.
Strategy Formulation:
This configuration of marketing plan is facilitating information about the strategies which
helps to forming the better business project which represent the opportunity and more scope of
growth in the competitive business environment are:
STP Model
Through the STP analysation it derives the marketing processing and regulating the
product and services as per the procedure of having optimum opportunity in terms of
segmentation, targeting and positioning. The STP model is describing in the perspective of First
choice holiday company are as given below:
Segmentation: The marketing is having process which is divided into many moderate kind of
segments that identify many suitable objectives where the First Choice Company need to identify
the potential and moderate kind of buyers to making them convince easily. In this the factor of
demographic supports to examine the customer behaviour as well as their preference to
approaching the mode of travelling through airlines or other transport system.
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Targeting: It is defines about the company respective to identify the optimum clients where
they can provide their product description to them. According to the First Choice Holiday
Company basically approached their clients from online platforms and apart from it they keen to
serve their product in the basis of size, money accessibility which highlight the information
generates about how the people get access the product from the market (Wirtz and Lovelock,
2018).
Positioning: By reflecting the ranking based situation in the market where it shows the
performance and growth of the business in competitive market. Through the position measure of
First Choice Holiday in the market perspective is highlight as they are effectively providing their
services to the customer and making their podcast to promote travelling product market so that a
large number of customers can be attracted for that.
Monitoring and Controlling:
First Choice Holiday Company measured their performance as per their sales and
marketing opportunities are derived in the performance quality of product. By analysation of the
effective structure about First choice holiday venture performance through mapping the sales and
profit analysation through consult with company’s financial experts to examine about the current
and previous year of revenue optimisation as well as controlling the negative errors in terms of
inappropriate productivity of not engaging along with unwanted expenses can mpact in benefits
factor.
M4. By evaluating the evidence based marketing plan towards the applies of marketing objective
accomplish in tourism organisation.
The new product of travelling package product introduced by First choice holiday
company is “Feel the Thrill”. The concept is having the preparation of specification incurred to
provide the better experiences in the availability of marketing in United Kingdom there is sort
action plan is executed as making estimation about the probability for profit optimisation are:
PARTICULARS 1st Year 2nd Year 3rd Year
Initial investment 15000 16000 19000
Borrowings(Bank loans, credits) 13000 10000 14000
Retaining earnings 8000 11000 12000
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TOTAL 36000 37000 45000
MARKETING OUTLAY
Promotion activities 12000 12000 17000
Sales publicity 10000 12000 15000
Other expenses 6000 12000 14000
TOTAL 28000 36000 35000
(All figures are determined as Pounds in UK based currency)
D2. Critically demonstrate the marketing strategic plan applies by using Seven Ps aspect of
marketing mix to meet the objective of marketing environment of related Travel and
Tourism of organisation.
There is following structured about the systematic marketing strategic plan in aspect of
marketing mix analysation approach about First Choice Holiday venture:
Elements of marketing
mix
New concept of the Frist choice holiday product about “Feel the
Thrill”.
Product This product is basically offers the facilities in most thrilling
experiences in the every generation of trips and travels which
memorise the beautiful moments.
Price To making available the pricing of this product package is between
£500-£800 for per person approximately.
Place By covering the destination in this packages in mountains, beaches as
international countries like Spain, Brazil, Europe, USA, Africa etc.
Promotion The activity of promotion has been considered in online platform as
well as social media by posting advertisement and interact many
people involvement are formulated (Brychkov and Domegan., 2017).
People To considering the most experts and effective guidance delivering by
the volunteers would appointed were they instruct the about
consequences need to be considered as safety measures.
Process Simple processing is to understand through providing online brief as in
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proper manner : 1.Ticket booking,
2. Filling up the travelling details,
3. Type of package want to experience and then
4. Payment
Physical evidence Through approaching the digital channels and social media
distribution to promoting and making awareness about the physical
evidence of the new package.
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CONCLUSION
Through above summarisation of related with marketing essential to
evaluate the different origin of the company perspective that regulates the roles
and responsibility in general way as well as in organisation background. As
after the approaching of marketing mix as in seven Ps to comparison the two
companies as they belong from similar business background along with to
measured the complication of market and product opportunity and wellness of
the company perspective. The final phrase is to making the strategic marketing
plan activities of organisation new product invention to mapped the scope of
opportunity for succeed of an marketing environment. By all the facts and
finding related with marketing progression is generates ample of profit
maximisation to generate the framework as per the guideline where the targets
and objectives could easily achievement.
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