Marketing Essentials: Strategies for Travel and Tourism Success

This report delves into the essential marketing functions within the travel and tourism industry, focusing on Cyprus Tourism as a case study. It elaborates on the roles and responsibilities of the marketing department, emphasizing promotional material production, social media management, and internal communications. The report highlights the interrelationship between marketing and other functional departments like logistics, finance, and human resources, underscoring the importance of collaboration for achieving business objectives. It compares marketing mix elements (7Ps) applied by organizations like Cyprus Tourism and Marriott Hotel, analyzing product, price, place, promotion, people, physical evidence, and process. Furthermore, the report provides a brief marketing plan outline, including an executive summary, objectives, STP (Segmentation, Targeting, Positioning) analysis, and key elements for monitoring and evaluation, aimed at fostering growth and development within the tourism sector. This assignment solution is available on Desklib, where students can find more resources to support their studies.

MARKETING ESSENTIALS
FOR TRAVEL AND
TOURISM

Table of Contents
INTRODUCTION...........................................................................................................................1
1: Elaboration of main responsibilities and roles of marketing functions within a company.....1
2: Key elements of marketing function and importance of interrelationship between marketing
and other functional departments.................................................................................................3
3: Comparison of marketing mix elements that organisation apply in processes of marketing to
achieve its business objectives.....................................................................................................4
4:Brief introduction of marketing plan in achieving business objectives....................................6
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing plays essential role that conduct activities related with selling and buying of goods
and services. It includes many functions like advertising, deliver products and services to
potential buyers and attract new clients. This study focus on Cyprus tourism which has its
headquarter in London and operates largely for leisure travel. This company increases its
operations in many countries and become one of the biggest travel and tourism company. This
report elaborate about key role that marketing play that generate revenue for company. Further,
report elaborate interconnection of marketing department with other departments in hospitality
industry. Further, report discuss various methods of marketing mix that hospitality organisation
so that it achieve its all objectives. Lastly, report develop a brief marketing plan and define in
order to meet marketing objectives within an organisation along with all essential elements for
monitoring and evaluation for growth and development.
1: Elaboration of main responsibilities and roles of marketing functions within a company.
Marketing department define as an important role in Cyprus tourism to promoting its business
activities. It serves as face of any business, coordination and developing all materials that
represent overall business. Marketing department' job is to gain competitive advantage and try to
gain as many consumers as they can. Following points will discuss more in detail about main
roles of marketing that play huge role:
Producing materials for promotion
Marketing department is responsible to make those materials that company used to describe its
products and services. All these products must be up to date and must include every little
information so that it's convenient for customers to gain details of those goods and services.
Monitoring and managing
Marketing need to contribute and maintain every social media pages. It is a main responsibility
of marketing department that it make creative content for company's social media pages as it is
the best idea to attract new consumers and retain existing one in an organisation. However,
marketing team must regularly check on all social media pages that company handle and address
all comments, suggestions and queries that it receive time to time.
Producing internal communications
Before join any industry, an employee is curious to acknowledge information related with
company that mainly includes its vision, mission and related goals. Thus, marketing department
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is responsible for effective communications of employees with the help of newsletter and
broacher.
Meet consumer need and demand
It is essential for any company to meet need of consumer so that it increases maximum
chances of survival in market. Therefore, marketing department understand and identify
requirement of buyers and use strategies of marketing accordingly. As consumers are very
essential for any organisation because they are the one who has greater influence wants and
shape by individual personalities. Hence, their desires are satisfied thorough exchange process.
Face competition
Competitive strategy is crucial in this global market. Marketing provide benefits to Cyprus
tourism so that helps in maintaining balance of customer's preferences. Providing up to date
services, maximum quality products and effectiveness in production process are mostly used by
marketers so that it retain maximum market share for company.
Social responsibilities
People are now concern about social responsibility. Company face lot of pressure to practice
maximum levels of social responsibilities because of increasing competition, huge pressure from
legislation and degradation in environment. As a result, it increases use of social marketing and
utilize by marketing department. Many companies spreads importance of hygiene through
promotion of different soap brand.
Responsibilities of marketing department
Marketing department play various essential role in company so that it increases revenue of
Cyprus tourism. Following points will discuss more main responsibility of marketers:
 Developing campaigns for marketing and aware about company's products and services
to target audience.
 Conduct proper planning and research to determine audiences.
 Proper coordination between internal department of marketing and culture of
organisation.
 Monitor and execute performance.
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2: Key elements of marketing function and importance of interrelationship between marketing
and other functional departments.
Apart from roles and responsibilities, marketing department also have few essential elements
of marketing and company follow these key elements that explain below:
Research
If company wants that it product successfully launch in market, hence marketing team conduct
a thorough research about product and services of particular company. Careful examination of
market research help marketers to identify need of marketers. Marketing department also
produce proper massage, accurate medium and proper positioning that Cyprus tourism must
achieved.
Strategy
If data is ready, after that marketing department analysis actual position of market in context of
its strength and weaknesses. Marketing department know about techniques that implemented in
market. In this function, company's vision, objectives and mission are defined.
Planning
Marketing department includes following in there planning process that includes
communication methods, forecasting of sales and planning of financial. Planning department
define and make timeline so that it track their progress from time to time.
Tactics
If planning done with maximum level, marketers are now define tactics that consider short term
plans, smart tools so that company attract lots of new customers, upgrade sales, give a better
value for buyers and other various short term objectives that Cyprus tourism need to fulfil.
Marketing department and its relation with other functional units:
Marketing functions unable to functions properly without help of other department. Hence, its
vital to see its connections with other department:
Logistics
Logistics team need to make strong cooperation with marketing team. Logistics team involve
various activities for example, distribution, packaging, transporting and storing. Hence,
marketing department has to work closely with production team so that overall products can be
manufacture with supreme quality and large volume of orders can produced and met within time
set for required delivery.
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Finance department
Financial department make sure that overall activities of business functions within financial
abilities of company. Therefore, marketing department make sure that there is enough budget so
that it cater all requirement of research, distribution and promotion. Financial team examine that
every department work with their allocated budgets. However marketing team wants to spend
more on their marketing activities if they found any exciting opportunities. Marketing team focus
more on market shares and sales volume, on the other hand, financial department will
concentrate more on cash outflow or inflow and cover overdraft or settle down investment in
timely manner.
Human resources
Human resource department is responsible for selecting and scanning candidates, hence
marketing department must connect with human resource team to make sure that specific
abilities and staffing level are in accurate place so that Cyprus tourism can develop new goods
and services and do proper research. If both team work together than company able to meet its
production targets. HR teams are in demand for training and selecting all over company and have
to maintain its commitment with other department as well.
3: Comparison of marketing mix elements that organisation apply in processes of marketing to
achieve its business objectives.
Marketing mix is a useful tool that used by company to identify its competitive strategy.
Company has to make profits in order to run its business and it can only be achieved with proper
strategy of marketing. That is the reason why company use marketing mix tool. Let's discuss
more in detail about 7ps of marketing-mix with comparison with other similar organisation.
7 Ps of marketing mix Cyprus Tourism
Organisation
Marriott Hotel
Product Cyprus tourism provides
services which are related with
hotels, airlines, refreshments
and conveyance facilities as
per need of customers.
On the other hand, Marriott
hotel delivers full service such
as turn-down of bed, security
guards, room service as per
preferences of its potential
clients. Along with shuttle or
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car facility for airport and
other locations.
Price Cyprus tourism use customer
based pricing strategy which
conduct that represent that it is
based on customer and their
perceptions. Lately customers
decide whether price of
product is valuable or not.
Marriott hotel use competitive
pricing strategy that convey
that it make changes in their
prices as per its competition.
Hotel's key pricing strategy is
to provide accurate price for
right product and offer to their
customer.
Place Cyprus tourism use different
places to offer its services that
includes its physical offices
that is located in down town
area along with websites.
Marriott Hotel is situated in
countryside area so that people
can enjoy their lavish time
their away from city and noise.
Promotion Cyprus tourism organisation
use various promotional
activities so that it
conveniently sell its product
and services for example it
uses competitive strategies for
its effective promotion.
Marriott hotel make huge
investment in its promotional
activities for example, it uses
many digital platforms and
post creative content and
attractive images so that it
convey exactly what customers
needed.
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People Cyprus tourism try to engage
more of young and adult
generation. However,
Organisation now diversify its
services and cover as many
people as they can throughout
year.
Marriott try to attract every
type of generation and provide
effective training to its
employees so that it deliver
first class services to all
customers and satisfied all
their requirement.
Physical Evidence This tourism organisation
build waiting area, well-
equipped furniture and other
essential facilities so that its
clients will relax and busy with
other activities while wait.
While, Marriott hotel also
develop facilities related with
its physical products that
mostly includes well-designed
gaming area, build swimming
pool and heavily invest in
interior designs and focus
more on decorations so that
customer use their leisure time
accurately.
Process For Cyprus Organisation, it is
crucial that its service delivery
is effective as it delivers same
type of services continuously.
For example, greeting words
use by its service staff and can
use service script sometimes.
Marriott hotel also focuses on
various process to deliver its
services to its customer. Hotel
will focus more on its research
and development so that it
bring innovation in all its
processes.
4:Brief introduction of marketing plan in achieving business objectives.
Marketing plan refer a report that defines marketing strategy that company use to achieve its
competitive strategy.
Marketing Plan:
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Executive Summary -
Cyprus Tourism Organisation has been operating in many countries and serves its services
effectively. This marketing plan help Cyprus Tourism Organisation to carefully examine its
business activities and develop various method so that it maximizes its chances of growth over
the years. Company's main objectives is to provide quality services to all its clients.
Objective:
 To enhance quality of life for its local population.
 To offer facilities related with communities and tourist to all its desired clients.
 To improve regional and national recognition.
STP:
Cyprus organisation is well-known for its tourism services. STP model helps tourism
organisation to analyse its various segments to target. Lets discuss more in detail about STP:
Segmentation
Organisation can use various methods of segments to target market and utilize following
approaches that include demographics in which company can target by personal attributes like
age, gender, occupation and education. Further, organisation can use geographic and consider
region, city and state for their services. Other two main elements are behavioural and Psycho
graphic. Organisation use differentiate its clients into four segments otherwise it becomes too
costly to create different packages to different customer.
Targetting
After segmentation, next step for organisation is to focus on target audiences by looking out for
most appealing one. Organisation can consider key factors while decides for its targetted
customer, like which groups of buyers contribute maximum and provides maximum profits.
Cyprus Tourism must focus on one particular segments one at a time to enhance its growth.
Positioning
It is a last step of STP in which Cyprus tourism determine position of market so that it target
most profitable segment of buyers. Organisation need to consider various main points like to
make services more attractive so that consumer will attract to them as compare to its competitors.
PESTLE Analysis:
It helps company to identify various external factors that explain below:
Political
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Political factor include taxation policy, inflation and deflation rate, export and import and
regulation related with environment etc. This factor can create huge impact on growth of
company. For example, tax incentives are considered in this factor and impact tourism industry
as many travellers able to claim tax refund on goods that they purchased during trip.
Economical
This factor involved huge fluctuations and company's profitability can effect by it. As Cyprus
tourism operates in various countries, hence it must be affected by economic situation of that
specific country. If disposable income of people increase than it will definitely increases
revenues of tourism sector.
Social
With emergence of social media platforms, lots of people want to show off by posting their
images on social sites and that majorly influence buying behaviour of consumers in tourism
sector. This is considered a great move in tourism sector but it unable to see sustainable
development over few years.
Technological
Advancement of technology also influences tourism sector as a whole and create huge growth
in this sector. Many people now have various travelling options like aircraft, air-planes along
with buses, trains that are convenient and cheap as well and that too with internet connectivity or
charging ports.
Environment
Environment factor create huge effect on tourism sector for example, pollution related with
transportation is increasing day by day that includes trains, buses and cars. All these modes of
transportation often used by people when they travel and create negative impact on earth.
Legal
As Cyprus organisation is operating globally so its essential to adhere to all laws and rules that
particular country set. It is also essentials to acknowledge all legislations so that it did not face
any legal hindrance later.
SWOT Analysis :
This tool used by firm so that it identify its overall strength, weaknesses, opportunities and its
related threats. Below points explain in detail about these segments:
Strength
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Cyprus Tourism Organisation has that includes brand identity, having diversified structure
with millions of customers everywhere, large portfolio for its services, effective research and
development and strong partnership with strong companies.
Weaknesses
Apart from strength, organisation also has various weaknesses for instance, its constant
fluctuations in price, issues related with environmental degradation and sometimes faces
negative feedback on its product quality. Less uses of online platforms.
Opportunities
Cyprus organisation has tremendous opportunities in near future because tourism sector
emerging all over the world. Therefore, it allows company to explore in various countries and
grow its business. Concern on tourism increases demand for local travel companies.
Threat
Cyprus organisation can face huge competition as now travel companies increases and give
tough competition to other travel companies. Another threat this organisation face which is
related with political chaos that causes uncertainty in market.
7Ps of marketing mix
Product
Organisation can sell their services on other area as well for example, sports tourism and rural
tourism so that it able to attract more new consumers. However, if company make various
customization than it likely be possible that consumers might compromise on other things.
Promotion
There are various promotional activities present that company uses in order to improve its
quality of products and services. Organisation must focus on its online presence and try to bring
innovative techniques to upgrade its operations. Apart from that, organisation should make
improvisation on its websites and add more images.
Pricing
Place
Physical Evidence
People
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CONCLUSION
To conclude, the above report elaborated about roles and responsibilities that marketing
follow so that it enhance overall performance of an organisation. With roles and responsibilities,
organisation can instance connect with its customer and able to listen to every requirement of
customers. Report discussed that with marketing an organisation able to track trends and
examine its competition so that it increases its survival chances. Later, report further elaborated
about how key functions has huge role to bring innovation in an organisation. An organisation
able to connect with other companies as well so that it able to more expand and bring advantages
in improving processes for sales and customer. Report also make brief explanation of marketing
plan so that company used this and develop its growth and development in market and how it
bring great efficiency.
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REFERENCES
Books and Journals
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