Marketing Functions in Travel and Tourism

This document discusses the key elements and roles of marketing functions in the travel and tourism industry. It explains the interrelationship between marketing and other functional departments, identifies business and marketing objectives, and explores the marketing mix at a tactical level.

Unit 16 Marketing officer
in T&T

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Activity 1.........................................................................................................................................1
Key elements of the marketing functions....................................................................................1
Explaining the roles and responsibility of marketing.................................................................2
The interrelationship between marketing and other functional departments of a travel and
tourism organisation....................................................................................................................3
Explain the roles and responsibility of the marketing functions.................................................3
Explain how roles and responsibility of marketing relate to the wider organisation..................4
Activity 2.........................................................................................................................................5
Identify the business objectives and marketing objectives of the organisation..........................5
The elements of marketing mix to the organisation at a tactical level........................................6
Explain how marketing plan meet the marketing objectives......................................................7
Compare how different organisation apply their marketing mix to their marketing planning
process in order to achieve business objectives..........................................................................7
Evaluate some of different tactics applied by the different organisation....................................8
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is an action that must get taken by the company so as to promote the selling of
offered product and services and also consist of the market research while performing the
advertising and other promotional activity. The travel and tourism is a business that attracts the
tourist though accommodation, entertainment etc. as travel is an activity that is performed by an
individual or a group of individuals that travel either for enjoyment or for personal and
professional work (Bao, 2018). Marketing is more vital for the tourism as with this they have
promote the brand entity along with get ensure that relative awareness spread in the market by
which more of the customer get attracted and uses the services more appropriately. This report is
based on the Costsaver that is the travel company that provide the incredible experiences and the
value time with quality transport, accommodation, flexible services and delicious food. The
report consist of role of marketing and its interrelation with the other functional areas, marketing
mix that helps to achieve the business objectives and the marketing plan to meet the marketing
objectives of a travel and tourism organisation.
MAIN BODY
Activity 1
Key elements of the marketing functions
Marketing changes or shifts the response of individuals in terms of attitude and
perception towards the travel and tourism through which the better revenue get generated as in
terms of investments. The marketing functions defines the rate of success and development of
the business and also guide the Costsaver to make the certain strategy through which the
effective services get provided to the customers. There are some basic key elements of the
marketing functions of Costsaver that are as defined below as:
Product: It is the services of the Costsaver that provides both tangible and intangible
profits and that is by the destinations and experiences that is gained or delivered by the business
or customers. In also consist of the facilities as like accommodation, entertainment that is
provided at destinations are all products of travel organisation (Blythe, 2019).
Price: It is the most complex procedure as include the cost of air travel, transportation,
railways, hotel etc. and with this Costsaver try to create efficient values for the customer by
which they have willingly pay all the amounts. In this the Costsaver ensure that they have
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provide the affordable services by which more of customer get connect with the business in
easiest manner.
Place: The Costsaver uses the distribution strategy and have work collaboratively with
the agents and uses the internet services to make the selective places that are more attractive and
historic by which larger market customer get targeted that helps to raise the profitability of
business (Cloquet, 2018).
Promotion: It has been done to create general awareness in the market to develop the
market reach and have bear the responsibility so as to inform the largest market by making the
sense to target the potential visitors. It develop the frequency of tourist to stay for the longer
period of time and aid the enhancement of profit share.
Explaining the roles and responsibility of marketing
The marketing departments of the Costsaver plays a vital role and that promotes the
mission and objectives of the business as by making the suitable coordination and balance in
between the different business functions and that are as defined below as:
 Defining and managing the brand: In this the marketing analyse the current market
situations and emphasis the effectual interaction with the customers. It is more needed
aspect as with this brand image and values get managed by producing the sustain balance
in marketplace by which more customer get known about the presence and values of the
business.
 Conduction of campaign for marketing initiatives: The marketing department measure
the pro activeness of the product and services of Costsaver as by maintaining the focus on
sales cycle by which appropriate message get conveyed in the market by which the reach
of business towards the potential customer get enhanced (Fairley, 2019).
 Creating content: It is essential that Costsaver circulate the relative information that
attracts the customer and for this creative marketing has been used through which
adequate content get spread in the market through which the attractiveness of customer
get developed in systematic manner. Thus the content must get include the basic
knowledge and information that is useful for the customer prospect such that they get
relate themselves with the business in effective way.
 Monitor and managing social media: It is the vital role and with this the social media
must get managed by the marketing department. As most of the people collect the needed
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information from the social media platforms and with this have provide the daily updates
at social media about the new offered services and scheme for the easy access of
customers.
The interrelationship between marketing and other functional departments of a travel and tourism
organisation.
There are various department that get worked within the Costsaver and having the
interrelationship in between other functional department that are as defined below as:
Marketing and human resource department: The marketing department promote the
better services of the business in the market by which customer get attracted and keep using the
services on continuous basis (Gursoy, 2018). In addition the human resource department is
responsible to hired the skilled and talented workforce by which the working performance of the
company will get enhanced and with this have accomplished all the task within the certain
period of time. Thus there relationship is more effective and with this have HR provide the best
candidate as per the requirement of business and marketing spread the information about the job
vacancy by which more customer get candidates get attracted.
Marketing and research and development department: The R&D department
performs the market research and as per that make the certain assumptions about the selective
behaviours of customer and the trends that attracts the customer with more appropriateness. The
marketing department perform the different activities so as to pull in the potential customers. In
collective the R&D provide the data about the targeted market then as per that the marketing
department develop different strategy to attain the attention of market.
Marketing and production department: The marketing department try to make more
easy for the customer to get understand the different norms of business and try to collect the
relative information about there need by which the appropriate changes within the business
(Lima, 2018). In addition the production department produces the different services as per the
customer suitability and with this make the certain implementation so as to improvise the level of
productivity.
Explain the roles and responsibility of the marketing functions
Marketing functions includes the accessibility of all the required information in the
market as from advertising, sales, promotion, personal selling and publicity. There are some
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different roles and responsibility that are played under the marketing function of Costsaver and
are as described below as:
 listening to customer needs: It is basic strategy of business and with this it is needed to
listen about the need and demand of customers and that is done by receiving the feedback
from the customers (Malik, 2019). In include the internal and external channel in internal
the Costsaver conduct the survey and collect the information from the sales that helps to
make the future strategy with effectiveness. In external channel it includes the set of
actions as from which the need and demand of customer get analysed and that get
resolved in timely basis.
 Track of trends and competition: The market trends get changes on continuous basis
and with this it is needed to maintain the appropriate balance in between the market
services and company services by which the customer attention get grabbed with more
suitability. There is a lot of market competition as well thus in this Costsaver must
analysed the services that get offered by the competitors and as per that make the
satisfactory changes in their own services as well.
 Work on brand values: To attract the larger number of people it is needed that the
business must get worked on the generation of market values and image. As it represent
the market share as well with that the marketing is also responsible to create the clear and
transparent message and ideas that furthermore promote the effective communication of
brand attributes and values.
Explain how roles and responsibility of marketing relate to the wider organisation
The marketing function involves the different different roles and responsibility and that
has the direct impact on the growth and development of Costsaver that are as defined below as:
Market research: It is the responsibility as with this Costsaver performs the market
research so as to manage the demand and requirement of the market with that more clarity and
thus the business maintain the changes in the offered service accordingly. As Costsaver works
over a larger scale thus it is required that they provide the continuous service with more
improvements by which the appropriate connectivity with the customers get maintained.
Product development: It is the most prior aspect and with this the marketing department
must get maintained the repetitive development of the different services by which market
accessibility will get developed (Rather, 2020). The customer are always be more demanding
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and with this have make the selective changes while choosing the travel organisation thus for this
Costsaver make continuous improvisation and that all information get dispersed through
marketing.
Communication: The marketing is the process as from which the business make direct
interaction with customers. As marketing is the market face of business that supply all the
relevant information in the market. Thus it is the role of marketing department that provide the
more clear information in the market by which customer make the easy connectivity with the
organisation and have enjoy the offered service with more flawlessness.
Distribution: It is the channel through which more of the information get circulated
within the market as with this the marketing must have select the medium that more suitable or
from where more profit get attained within the lesser period of time (Siriwichai, 2018). Thus
have used the digital platform as it is the efficient and effective way of medium as from which
the constructive information get flowed as having the wider capability and reach towards the
customers.
Activity 2
Identify the business objectives and marketing objectives of the organisation
The business objectives define the goals that are standardised by the business so as to
promote the services and to pull in the potential customers and that all get attained within the
certain period of time. The business objectives of Costsaver are as explain below as:
 To manage the travel requirement of the customer with more easiness.
 To provide the easy access to customers by which they make enjoy the services with
more flexibility (Stalmirska, 2019).
 The employee working performance get advanced thus the rate of achievement of
objectives will get enhanced.
The marketing objectives of Costsaver are as defined below as:
 To develop the sales up to 20% within the upcoming 6 months.
 To increases the potential customer base to 30% in 5 month.
 To enhance the profit to 15% in the next 4 months.
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The elements of marketing mix to the organisation at a tactical level
The marketing mix is the business strategy that is used by the Costsaver so as to develop
the effectual framework by which the selective changes get implemented within the working
norms by which the long terms stability get maintained in systematic manner (Tripon, 2018) . It
is more based on the customer centric approach and with this Costsaver maintain the focus to
fulfil the basic requirement of customer in satisfactory manner and the marketing mix at tactical
level is as defined below as:
Product: It reflect the different kind of profit as like tangible and intangible as Costsaver
provide the product of as suitable destinations, adequate accommodation, appropriate food and
beverages that make the collective combination of the transportation and facilities. It brings the
significant and positive changes within the profit of business as more of the customer get
attracted in efficacious way.
Price: It is the factor that play vital role in traveller attractiveness and with this
Costsaver develop the package that is more liable and easy get afford by all the customers as
with this the balanced output get received within the stipulated period of time. It is also be more
based on the competitor pricing and with that Costsaver provide the effective pricing and better
facility that help to gain more success.
Place: It is more beneficial impact as a travel and tourism company, Costsaver must
have select the appropriate places to the customers as like transportation facilities, better
infrastructure that facilitate the customer presence. Thus Costsaver provide the different package
to the customer as per their suitability and with this more customer get targeted.
Promotion: It is a factor that is used to develop better awareness in the market and as
per those as per that are not in range as well (Tripon, 2018). The interest of the individual get
developed towards the travel and tourism whether to explore the new places or to gain more
knowledge about the certain places. Thus in this Costsaver offered the diverse range of well
arranged services and perform publicity by advertisement or by digital marketing.
People: It is vital aspect about the travel and tourism as how they get treat their tourist,
staff, travel agents, guides etc. In this Costsaver ensure that the people get the efficient
relatedness towards the company and provide the timely training to the employee through which
there interpersonal skills get developed and with this effective interaction get maintained with
the customers.
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Process: It state the working process of the firm and with this Costsaver perform the
itinerants in which the overall plan get performed in sequential manner. The business also get
ensure that customer get the easy access of all the offered services by which they have always
make their visit in the business.
Physical evidence: It include the attraction of the customer as like comfortable seat,
better resort and services, sign post that impart more clarity that circulates the quality services to
the customers that provide the trenchant image and value of Costsaver in the marketplace.
Explain how marketing plan meet the marketing objectives
To develop the sales up to 20% within the upcoming 6 months.
To develop the sales of the Costsaver it is required that they have provide the quality
services on continuous basis and also get ensure that there service are more compatible as per
their competitors (Zhang, 2018). It is the objective with that Costsaver enhance its revenue in
convenient manner.
To increases the potential customer base to 30% in 5 month.
The customer get always attracted towards the service that are more affordable and
precise and in parallel more quality contain as well. Thus in order to enhance the loyal customer
base Costsaver must provide the quality service and also offer the special discount to the
customer by which they get retain for longer period of time.
To enhance the profit to 15% in the next 4 months.
The profit is the difference in between the offered services and its costing and to enhance
this the Costsaver must have try to reducing the production costing and with that offered cost
also get reduces as it helps to gain the sustained benefits for better period of time. For this
business also make the standardised level of services by managing the demand of market.
Compare how different organisation apply their marketing mix to their marketing planning
process in order to achieve business objectives.
The marketing mix of Costsaver and Expat Explore Travel is as defined below as:
BASIS Costsaver Expat Explore Travel
Product The Costsaver have worked with the
motive to provide the best tailored
services to the customers which are
Expat Explore Travel provide the free
services to their customer as like Wi-
Fi, comfort level services and a
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being more essentials. flexible itinerary.
Place They have provide the great value
price by exploring the different
destination all across the world
(Zlatanov, 2019).
They have worked as a massive early
air saving by providing the fantastic
excursion options to the customer with
the mission travelmadepossible with
fun, affordability and convenience.
Promotion To get promote the services
Costsaver arranged all the working
for the customers and circulate better
information as with the use the digital
platform.
Expat Explore Travel is the leading
couch tour operator and offer the
itineraries of more than 60 destinations
with the support of online medium and
own websites.
Pricing The Costsaver have provide the
services with more appropriate and
reasonable pricing while focusing to
enhance the experience to the
customer that means world to them.
Expat Explore Travel works to provide
the significant pricing strategy and
work with the concern to attain the
relative growth and development by
providing the service at affordable
rate.
Evaluate some of different tactics applied by the different organisation
Costsaver: They have applied the different tactic so as to gain the believe and trust of the
customer and also get worked with the motive the grab the attention of marketplace and maintain
the lead as well and that some specific tactics are as described below as:
 Invest in the tactic to align the ideal customer: It is most profitable aspect and for this
have make the imperative profile to make the sufficient investments. For this provide the
transparent information in the market and with this more of the customer get attracted in
organized form that assist to increases the revenue.
 To develop the trust of customers: In this Costsaver uses the most efficient advertising
strategy as collect the feedback of customer and analyse the reviews with that try to
resolve that within the assigned time. For this have use the online medium that help to
develop the trust (Ramaj, 2018).
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Expat Explore Travel: The business must have uses the different tactic as per the
strategic approach and are as described below as:
 Influence the customers: They have always try to influence the purchasing power and
behaviour of customers by making the planning as from development of blogs, review of
sites, measuring customer reviews and try to create the content marketing.
 Measure the return on investments: In this business try make the further strategy by
analysing the current return of investment and make the changes accordingly.
CONCLUSION
It has been concluded from the above report that the marketing is an activity and action
that is most needed within the business and with this the business is able to attain the better
position in the competitive market or maintain the lead as well. The marketing mix is the strategy
that is used to make the exclusive change that aid to fulfil the requirement of business by gaining
more profit as well.
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REFERENCES
Books and Journals
Bao, H., 2018. Marketing of Tourism Services/Experiences'. The Emerald Handbook of
Entrepreneurship in Tourism, Travel and Hospitality. Emerald Publishing Limited,
pp.261-275.
Blythe, J. and Martin, J., 2019. Essentials of marketing. Pearson UK.
Cloquet, I. And et. al., 2018. Disability, social inclusion and the marketing of tourist attractions.
Journal of Sustainable Tourism. 26(2). pp.221-237.
Fairley, J., 2019. Turnaround Strategies in Destination Marketing Organizations. In Tourist
Destination Management(pp. 227-239). Springer, Cham.
Gursoy, D. and Chi, C.G. Eds., 2018. The Routledge Handbook of Destination Marketing.
Routledge.
Lima, M.G.S., Lima, S. and Seyfried, 2018. Traveller Vulnerability in the Context of Travel and
Tourism Contracts. Springer.
Malik, H. and Sharma, M., 2019. E-Marketing as a Tool to Achieve Competitiveness in Travel
Trade Industry. In Handbook of Research on International Travel Agency and Tour
Operation Management (pp. 272-283). IGI Global.
Ramaj, B. and Ukaj, F., 2018. Review of literature for internet marketing and social media in
tourism. Acta Universitatis Danubius. Communicatio. 12(2).
Rather, R.A. and Hollebeek, L.D., 2020. Experiential marketing for tourism destinations. The
routledge handbook of tourism experience management and marketing. Routledge
Publications.
Siriwichai, C., 2018. Constructing ASEAN tourism brand identity by applying event and leisure
marketing. Veridian E-Journal, Silpakorn University (Humanities, Social Sciences and
arts). 11(4). pp.1008-1028.
Stalmirska, A., Whalley, P. and Fallon, P., 2019. Food as a Component in Destination Marketing.
In Tourist Destination Management (pp. 123-141). Springer, Cham.
Tripon, I.M. and Cosma, S.A., 2018. The Evolution of Tourism Destination: A Review of
Literature. LUMEN Proceedings. 6(1). pp.268-279.
Tripon, I.M., 2018. Competitiveness In Tourism: A Theoretical Outlook. Studia Universitatis
Babes Bolyai-Negotia. 63(3). pp.67-78.
Zhang, T., Cheung, C. and Law, R., 2018. Functionality evaluation for destination marketing
websites in smart tourism cities. Journal of China Tourism Research. 14(3). pp.263-278.
Zlatanov, S. and Popesku, J., 2019. Use of social networks by destination marketing
organizations. Marketing. 50(3). pp.195-206.
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