Marketing Report: Cosmos Tours Ltd - Hospitality Marketing Essentials

This report provides a comprehensive analysis of the marketing strategies employed by Cosmos Tours Ltd, a UK-based tour operator. The report begins with an introduction to marketing functions, highlighting key roles and responsibilities such as market research, strategy development, customer awareness, and relationship building. It then examines the interconnectedness of the marketing department with other organizational units, including IT, finance, and HRM. The core of the report focuses on the marketing mix (7Ps) of Cosmos Tours Ltd and a competitor (Leger Holidays), evaluating elements like product, place, price, and promotion. The report further explores the application of the marketing mix within the hospitality sector. The report concludes with an overview of the marketing plan of Cosmos Tours Ltd. This analysis aims to provide a detailed understanding of how Cosmos Tours Ltd approaches marketing to achieve its business objectives.

Hospitality
Marketing
Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................1
Task 1 ............................................................................................................................................1
Key roles and responsibilities of marketing function.............................................................1
Roles and responsibilities of marketing in relation to wider organisational contest .............2
Task 2 ..............................................................................................................................................4
Marketing mix of different hospitality organisation ............................................................4
Marketing Plan ......................................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12
.......................................................................................................................................................12

INTRODUCTION
Marketing is basically a business function, which includes different process aim at
creating and delivering best product and services to increase sales of organisation by attracting
more customers. It is not related only with sales of product but marketing also aim at creating
and maintaining good relationship with customers to ensure future growth and success. Cosmos
tours Ltd is an independent well known Tour Operator of UK founded in 1961. It headquartered
in Bromley, United kingdom and also connected with international Globus Travel Group, an
award winning brand (Baker and Magnini, 2016.). This report is based on role and
responsibilities of marketing and how it relate with other department. It also includes the
marketing mix (7P's) , STP model and other elements of marketing plan to achieve the objective
and goals of an organisation.
Task 1
Key roles and responsibilities of marketing function
Marketing is essential for all organisation for creating a good brand name, attracting more
customers and to maintain the loyalty and trust of the customers. In today's world, Marketing is
not used only for promotion of product, there are many more roles and responsibilities of
marketing in achieving the organisation goals in a most effective and efficient way. Marketing
also play a crucial role in staying ahead of competitors and in providing information about
current market trends(Bao, 2018). Marketing functions are almost common for all organisation
but here some important roles and responsibilities of marketing function crucial for a hospitality
organisation are discussed:
Conduct marketing research
It is an important task of marketing function to conduct timely market research to
identify and analysis the opportunities prevailing in the market which can be easily grab by the
organisation to achieve is long term targets. Proper market research also provide a understanding
about customer needs and wants making it easy for an organisation to fulfil these demands of
customer to increase overall sales and profits (The Roles and Responsibilities of a Sales and
Marketing Team, 2019). For Cosmos tours Ltd, marketing department conduct timely market
research to analysis customers viewpoint to identify strengths and weakness of its organisation
and what new changes customers desires for better experience.
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Setting marketing strategy
To adopt and implement a marketing strategy focusing on achievement of goals and
objective of an organisation is a important and crucial role of marketing function. It is the
responsibility of marketing, to adopt a business strategy which increase market share and attract
more customers for organisation to increase its profitability. In Cosmos tours Ltd, marketing
strategy is completely based on achievement of its goals and always try to get more and more
customers for organisation(Chandiok and Sharma, 2017.). For achievement of this they are
providing maximum level of satisfaction to its customers through offering various services and
facilities.
Maximize Customer Awareness
It is the responsibility of marketing department to promote and create maximum
awareness about different products and services offered by organisation to make it more popular
and famous among customers. Promotion for an organisation can be easily done through
advertising on social media, print media, or by using big posters or hoardings. For creating
awareness about different packages and services offered to customers, Cosmos is making
effective use of its website. Its websites is appealing and include up to date information about all
new services and facilities.
Build customer relationships
It is essential to build and maintain proper customer relations to ensure stable revenue
and high levels of business in future. Marketing plays a important role in building good
relationship with customers. To remain successful and to keep growing in future it is necessary
to maintain customers loyalty for organisation(Cheng and Chen, 2017.). To main good
relationship with its customer, Cosmos is offering many extra rewards for customers who book
on regular basis.
Roles and responsibilities of marketing in relation to wider organisational contest
Marketing is not only concerned with selling or promotion of a product but it includes
many more functions, like understanding the wants of customers, attracting more customers,
providing consumers best experience, maintaining a good relationship and all other activities
needed to achieve the objectives of organisation. To accomplish all the task or function of a
organisation in best possible way, a proper interrelation and co ordination among different
departments of organisation is needed. Interconnectivity and support of marketing with other
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departments for better achievement of goals and objective of Cosmos tour Ltd can be
understood as follows:
Marketing and IT Department
Information technology department is one that handle all technical issues mainly related
with issues of computer software and other technical activities. As now all organisation becomes
computerised so role of IT department has increased also for all other departments. Marketing
department also makes use of computer for carrying out all activities like for promotion, etc. thus
a proper link and co relation between both the departments is necessary. For Cosmos tours Ltd,
IT department provides best software and techniques to marketing department to make its
website more attractive and appealing to increase its customers(Dinçer and Alrawadieh,, 2017.).
Timely technology improvement also helps in getting more competitive power and thus helps an
organisation in remaining ahead of its competitors.
Marketing and finance department
The main responsibility of finance department is to meet the needs of finance of all
department. They are the ones responsible for preparing of budgets and keeping an eye on all
income and expenditure of an organisation. Marketing department needs a adequate amount of
funds to meets its day to operations like, attracting more customers. For this purpose they need
sufficient amount of money for proper advertising and other related activities. Marketing also
plays a important role in increasing sales and revenue for organisation used by finance
department. In Cosmos tours Ltd, marketing helps in increasing the revenue of organisation and
finance department is responsible for adequate and proper distribution of this revenue. Hence
both the decrements are properly linked to ensure the easy flow of work for achievement of goals
and objectives(Dioko, 2016.)
Marketing and HRM department
Human resource management department is one deals with proper and suitable
recruitment, selection and training of employees. For every organisation their workforce is the
biggest asset on which its growth and development depends. It is the responsibility of HRM
department to get the best skilled employees and also provide timely training to improve their
efficiency. Well qualified employees recruited by HRM helps in framing and implementing best
marketing policies and strategies suitable for achievement of goals. On the other hand HRM
provide best advertisement and promotion to get maximum pool of qualified individual form
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which HRM can select most deserving candidate. In Cosmos tours Ltd, HRM department select
the most qualified and best suitable employees for each department making it easy to frame
marketing strategies that cater maximum number of customers. Proper training to employees of
marketing team is also provided helping them in grabbing all new opportunities available in the
market.
Task 2
Marketing mix of different hospitality organisation
Marketing require a lot of understanding about market therefore considered as a critical
task. Marketing mix is a tool used by organisation to get better understanding of elements of
market. It describe the best way for getting the most suitable product at right place in front of
right of customers at the best suitable prices(Dixit and et. al., 2019). Marketing mix helps in
creating best combination of elements that have a great effect on success and growth of
organisation. Different elements of marketing mix and its applications are provided as below:
Elements of
marketing mix Description Cosmos Tours Ltd Leger Holidays
Product These are the product or
services actually offered by
the organisation. For success
of any business it is important
to provide best quality
product having something
additional or providing some
more features and facilities as
compared to other
competitors exist in the
market (Marketing Mix.
2019).
This is basically a
hospitality company
providing best possible
tours and travels
facilities. The different
facilities provided by
them are : memorable
transportation through
spectacular train rides,
overnight cruise
ships,etc. Also
providing sightseeing
facility, delicious
meals,
accommodations, etc.
Leger holiday is also a
leading hospitality
company of UK,
giving tough
competition to Cosmos
travel Ltd. The
different range of
services and facilities
provided by them
are:coach tours,
holidays offer for
single travellers,
relaxing river cruises,
battlefield tours,
festive holidays,
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for ensuring better
growth in future they
can aim at providing
more customer
satisfaction.
worldwide tours, etc.
Place It the location from where
service is provided. It is
basically the place from
where customer can buy
services and provide a place
for its evaluation.
It is a traveller
company basically
located in UK. Right
now It is providing
tours, cruises, and rail
journey in more than
40 countries around
the world, providing
facility of flying from
up to 27 airports of
UK. Being a service
sector Cosmos can
make use of better
online website to reach
its customer more
easily. This also
provide convenience
to customers in
booking
tickets(Kotoua and
Ilkan, 2017 ).
They are providing
holidays offer across
whole UK, Europe and
worldwide top most
destinations are :
Austria, Belgium,
France, Holland , etc.
they can also make use
of online website to
attract more customer.
Price It the amount charged from
customer for using or
consuming the product or
services. Price depends on
Cosmos tour aim at
providing best
facilities at moderate
prices. They are
They are also
providing a wide range
of packages available
at different prices.
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different factors like cost of
production, paying ability of
customers, and desired
objective of organisation like
if they want more profit they
will set high prices but if
want to capture more
customer they will charge
moderate or low prices.
providing different
tour packages at
various range of price
making it possible for
all to enjoys its tours.
They are charging
high prices from rich
section and providing
them the best possible
services and at the
same time providing
moderate facilities to
people wanted to
spend less. They are
also providing
discount facility and
rewards for regular
customers.
Making it convenient
for a customer to
choose the best one as
per their financial
conditions.
Promotion It includes all promotional
activates carried out with the
aim of making a product or
service famous or popular
among its customers. This
can be easily done through
aggressive advertising, or
using other modes for
promotion like seminars, etc.
the main aim of promotion is
to crate awareness about
product or service in minds of
customers to increase the
Cosmos tour Ltd is
using a well balanced
and most suitable
promotion strategy to
attract more customers
. They are providing a
great range of facilities
to promote its brand
name and to give
maximum level of
satisfaction. Their
marketing team is
always keep its
They are also using a
aggressive promotion
strategy to attract
mores customers and
providing a great range
of facilities. They also
make use of their
official website for
advertising purpose.
Hence giving a tough
competition to Cosmos
tour Ltd.
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sales volume. customer well aware
about its new packages
through proper
advertising. It also
make use of effective
and attractive website
to reach the customers.
Physical
evidence
These are something which
makes a product or service
different from other. It helps
potential customer in decision
making as provide
information about value and
quality of product or
services(Malik and Sharma,
2019)
They are making use
of detailed and
attractive brochures
for providing physical
evidence to their
customer. They can
make more use of
highlighting tangible
items like canoe, route
maps, etc. to crate an
impact on mind of
customers.
They are also making
use of brochures to
give information about
their services.
People They are the worker or
employees of any
organisation working for the
success and growth of the
organisation .
They aim at
employing the well
qualified people to
ensure the success .
Cosmos tour Ltd
understands the value
of its employees and
always try to provide
them the best working
experience. A service
sector is totally
Leger Holidays is also
employing most
suitable employees for
different jobs. Hey
also provide timely
incentives and reward
to make their
employees work more
properly.
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depends on the
behaviour and quality
of its employees. their
employees are
providing best possible
services and facilities
to their customers in
most moderate and
polite way.
Process It includes the procedure and
set of rules how things
conducted inside the
organisation. It mainly refers
to the system how product or
service delivered to
customer(Melissen and
Sauer, 2018.)
Cosmos is offering
facility of online
booking for its
customer. They are
also providing facility
of advance booking to
meet customer
expectations and
requirement in best
possible way .
Leger holiday also
provide facility of
online booking but
require detailed
information of
customers making it
a little inconvenient
for customers to
provide all the desired
information.
Marketing Plan
It is a report aim at providing details of market strategy adopted by an organisation to
achieve the desired objectives. It provide detail information about current market situation
including information about target market, new customers, and also the strategies followed by
competitors. A proper marketing plan includes detail analysis of STP model which provide clear
information about all relevant facts needed to achieve the targets and objective of
organisation(Mirehie and et.al.,2018 ).
Overview
Cosmos tour Ltd is a well known tour operator of UK founded in 1961. presently, it is
providing a wide range of tour and travelling facility to its customers, offering many services like
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world-class transportation, sight seeing and also providing flying facility from almost 27 airports
of UK. Now Cosmos is planing to provide some extra benefits and facilities to get more
competitive edge. They are planing to start pick up and drop facility for their customers.
Mission
The mission of Cosmos tour Ltd is “ To achieve GDPR (General Data Protection
Regulation) compliance to avail more benefits”. There mission is to include all aspects of GDPR
including consent management and subject access request handling. It provide great help in
removing data flow risk by embedding a culture of minimum necessary personal data being
collected, used and retained(Baker and Magnini, 2016 )
Vision
The vision of Cosmos is, “To render high quality services to customer in order to get
maximum satisfaction in form of better financial results”. This helps in earning high profits and
better growth in future.
Objectives
The main objectives of Cosmos are :
1. by providing new facility of pick up and drop from home, they are planing to increase
their customer base by 15 % in coming one year.
2. The are also aiming at increasing their profitably by 10% through attracting more
customers.
STP model
It is a basic model to understand the current scenario market. It provide a balance
between companies objective and needs of target market. It provide guideline that how can a
organisation can achieve its target by providing maximum satisfaction to customer(Bao, 2018.)
Segmentation
It is procedure d dividing a market into smaller goop on the basis of common
characteristics. It provides help in fulling the needs and desire of target market as organisation
need to focus on wants of only target market. Helps in providing maximum satisfaction to
concerned market. Cosmos is trying to provide more convince by offering free pick up and drop
facility and attracting more old age customers.
Targetting
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targetting is process of selecting a group of people from whole market who are best
suitable for offering the product. A product or service always focus on a target customer and try
to satisfy their needs in best possible way. Cosmos focus on people who are having more desire
of travelling .
Positioning
positing is a process of crating good image of product or services in minds of customers.
Cosmos are using aggressive advertising to become more famous and popular among customers.
They are doing more advertising for making customer aware about their new facility of pick up
and drop(Chandiok and Sharma, 2017 ).
Marketing Budget:
MARKETING BUDGET (£)
PARTICULARS Ist Year IInd Year IIIrd Year IVth Year Vth Year
Initial money 6000 7000 15000 17000 17000
Investment 12000 13000 23000 30000 17560
TOTAL 18000 20000 38000 47000 34560
MARKETING OUTLAY
Promotion 6000 3000 5000 4000 3000
Sales publicity 4000 1000 3500 2500 2000
Direct selling 3000 2500 5000 2000 5500
TOTAL 13000 6500 13500 8500 10500
Controlling and monitoring
Controlling and monitoring is necessary to timely measures the performance and to take
corrective action. Without proper control marketing plan can not yield good result because it is
necessary to check whether work is being performed as per the plan or not. And it is also need to
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be checked whether company is achieving its goals and objective with current marketing plan or
not(Cheng and Chen, 2017.). It also provide sufficient time to take corrective action .
CONCLUSION
It can be concluded from above report that marketing is a very important role for every
organisation and inter relation of marketing with other departments is also necessary for timely
achievement of gaols and objective of organisation. This report also provide a evaluation of
marketing mix and marketing plan. It also focused on Cosmos tour Ltd and how it started its new
facility of pick and drop for its customers.
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REFERENCES
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Bao, H., 2018. Marketing of Tourism Services/Experiences. In The Emerald Handbook of
Entrepreneurship in Tourism, Travel and Hospitality: Skills for Successful
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Chandiok, S. and Sharma, P., 2017. Hospitality Marketing: Strategic Issues. In Strategic
Marketing Management and Tactics in the Service Industry (pp. 213-242). IGI Global.
Cheng, J. C. and Chen, C. Y., 2017. Job resourcefulness, work engagement and prosocial service
behaviors in the hospitality industry. International Journal of Contemporary Hospitality
Management. 29(10). pp.2668-2687.
Dinçer, M. Z. and Alrawadieh, Z., 2017. Negative word of mouse in the hotel industry: A
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Dioko, L. D. A., 2016. Progress and trends in destination branding and marketing–a brief and
broad review. International Journal of Culture, Tourism and Hospitality
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Dixit, S. K. and et. al., 2019. Consumer behavior in hospitality and tourism. Journal of Global
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Kotoua, S. and Ilkan, M., 2017. Tourism destination marketing and information technology in
Ghana. Journal of destination marketing & management. 6(2). pp.127-135.
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.
Melissen, F. and Sauer, L., 2018. Improving sustainability in the hospitality industry. Routledge.
Mirehie, M. and et. al., 2018. An exploratory study of hospitality needs and preferences of US
Girlfriend Getaways. Journal of Hospitality Marketing & Management.27(7). pp.811-
832.
Zhang, T., Cheung, C. and Law, R., 2018. Functionality evaluation for destination marketing
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