Hays Travel Marketing Plan: Achieving Business Objectives & Media

This report provides a comprehensive marketing plan for Hays Travel, a large independent travel chain. It begins by defining marketing and its various areas and roles, followed by an explanation of marketing functions within the broader organizational context. The report then compares different approaches organizations use to apply the marketing mix to achieve business objectives. A detailed marketing plan is introduced, incorporating essential elements to help Hays Travel reach its goals, including the SOSTAC model. Finally, the report develops a media plan with recommendations and media selections that align with budget requirements and marketing campaign goals, focusing on attracting business associates through new services like business trip planning.

2

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK1.............................................................................................................................................3
P1: Define maketing alongwith its different area and roles........................................................3
P2: Define functions of marketing which relates to wider organisational context.....................5
P3: Compare different ways of organisations to apply the marketing mix to the planning
process to achieve business objectives........................................................................................6
TASK2.............................................................................................................................................8
P4: Introduce a marketing plan that includes basic elements of marketing planning for an
organisation to achieve goals......................................................................................................8
P5: Produce a media plan that includes recommendations and selecting a media that meet with
budget requirement and marketing campaign goals..................................................................12
CONCLUSION .............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
The process and planning of marketing is very much important in the current scenerio it
includes all the all the actions that a company can make for identifying its target customers and
grabbing their attention through available product and services (Abedi and Abedini, 2017). In
this report the choosen firm is Hays Travel. It is a larget independent travel chain, headquartered
in Sunderland, England, UK. This report considers two parts, first one discusses about
marketing concept alongwith several areas and roles, define function of marketing which can
relate to the organisation, explain marketing mix in the context of achieving business goals. Part
B developing a market plan and produce a media plan that involves recommendation alongwith
goals of marketing campaign.
TASK1
P1: Define maketing alongwith its different area and roles.
Marketing refers to an actions that involves the process of buying and selling of goods
and services from producer to consumer. In general it identifies the need and wants of consumer
and give them satisfaction more effectively and efficiently.
Areas
 Communications: It assist to move the product and ideas from manufactures to its user
and build a effective relationship among them . This process can able to get right process
across the whole organisation. Those people who can work in this area have to cope up
with different conflicts which can change the right message . Thus it can make aclose
relationship with design agencies and it is also use to promote different message of the
product. They generally communicate through leaflets, postures, brochures etc.
 Brand Management: It involves the strategic levels for items that ensure the consistency
level and integrity during campaign(Azhra And et.al., 2021). It is also monitor trends and
feedback to meet brands and customer needs.
 Public Relations: It plays a significant role in marketing with p-rotecting and enhancing
the image of a company or individual in media footage. These responsibilities generally
involves the corporate events arrangements and writing press releases.

 Advertising: This help in enhancing the customer awreness related to product. Most of
the marketers working in advertising area . It can identify the problems and communicate
problems design and issue, in order to achieve the desired goal of the company.
 Direct Marketing: It involves personlizing and monitoring response which includes
mobile messaging, online content etc. This process is generally designed to produce
action response in the receiver but harder to evaluate the value of more traditional print
formats.
 Market Research : It refers to collecting, analyzing aqnd interpreting information about
the customer(Banerjee, 2017). It is a survey process by which company can identify its
markeyt scenerio and the existing barriers that customer face while they entering into the
market and give them a way how to overcome with this.
Roles
• Ensures business growth: A company can survive in the market according to customer
expectation. Basically it can find out the needs and wants of the customer and help to
satisfy them. Customer is the major tool for entire growth of the firm and also it enhanced
market share.
• Identify customer desire: Marketers can find out the need of customer and make up
stratergies according to them. If person get influence to products then they are more
likely to pay for that. Thus, this will shape the indiviodual personalities and build the
organisation reputation within the market place.
• Offer better products: A marketer always focus on design and offer best products to the
customer by which they can influence and change their perception(Dilek, 2018).
Basically, Hays travel help to their clients by arranging a best holiday tour. This can help
in engaging a lot of customers.
• Economic growth: Marketing help to generating the demand of the product. In general,
this can increase the growth of industries. Due to the opportunities of employment it also
increase the income level of the person. Acompany(Hays travel) provides a better
standard of living and satisfies desire to its customers. Thus, this can boosting the overall
economic growth.

P2: Define functions of marketing which relates to wider organisational context.
It refers to an element that helps in accomplish the objectives of the companyby
developing new marketing plans. There is interrelationship between marketing and other
functions of an organisation. Some of them are discussed below:
• Marketing & HR: There is a significant relation among these units. Human resource is
responsible for handling life cycle of the employee(George, 2021). Both of these
functions working together for developing the organisation brand. Basically, HR can find
out capable person who promote the product and build up a brand awareness within the
marketplace whereas marketers develop and provides a creative message related to
product to its customer. In case of Hays travel, they focus on keeps the employee happy
by providing best offerings so that they can maintain the image of organisation.
• Marketing & Finance: This relationship can create by the working teams. Finance can
manage all the financial terms such as budgeting, costs, profits, losses and projects
feasiability. These units are mutually interdependent with each other because, without
marketing, the life process of products can't handle then this result shows declining sales
and lost the profit. On the other side,without finance there is no budget of marketing. It
covers tourism issues by which a tourist industry can increases the capacity level. Hence
it is clear that if both the units working together then this creates benefit to Hays travel.
• Marketing & IT: Both of these functions increasing more on day by day. In the current
scenerio every business opertions is forcing companies to invest more money into IT and
come up with advancement of technologies. A marketing team wants to know everything
about their customers and the ways of interaction with them(Hassan Roy and
Chowdhury, 2020). The information that they delivers is dedicated to IT resources
because they get it ready for analysis. Inshort there is a ongoing communication in
between these functions. They both are maintaining accountability level for positive
outcomes in order to become more successful organisation. In case of Hays travel, it
facilitates person to accessing tourism knowledge of product from anytime and anywhere.
• Marketing & Accounts: They work together for analysing cost of campaign.
Accounting help to know the financial status of the business and also able to track the
cash flows. It generally maintain the records and analysing them alongwith planning
budgets related to save money for expansion of business. In Hays travel, the services of

supplier relatec to tourism has bought on behalf of its customer. The staff of travel &
tourism working in the section of accounts and they are familier with currency, exchange
regulations, maintaining budgets etc.
P3: Compare different ways of organisations to apply the marketing mix to the planning process
to achieve business objectives.
This includes various spaces of concentration as a component of far reaching marketing
plan. It can combine those factors who can be controlled by a company to influence buyers for
purchase its items.
Elements Defination Hays Travel Barrhead Travel
Services
Product It refers to something
which is provide to
your target audience or
being sold.
It provides a diverse ,
extensive and cost
effective service. Usually
every customer of Hays
Travel want tailored
service which helps to
save money, resources
and time.
This company
provides a service
plans for vacation
by offering
reservation in
flights, hotel
arrangements abd
rental cars.
Price It determines sum of
amount charged by a
business to its clients
for items.
Hays travel provides the
most competitive prices
because of their
connection with local,
national and international
airlines(Key, 2017).
Barrhead Travel
provide best price
for vacation tour
and cruises. But
they can't give
refunds and not pay
any cost then such
result converted
into termination.
Promotion It is something which
increases sales,
generating business
Company(Hays Travel)
has a strong image within
the market place which
Company focus on
understanding their
target audience for

and create brand
values.
helps in promotional
activities altogether. It
generally uses advertising
and distributing
information to bring the
attention of public and
welcoming customer.
better growth and
create a brand
awareness over
social media
because this
medium can affect
in highly increasing
sales and also make
up presence among
the audience.
Place It refers to a location
where items are
bought or sold.
Hays Travel dispersion
two main channels
namely offline and
online(Kiseleva And
et.al., 2018). It has
mainly 450 branches
across country that
utilizes several channel to
connect with its clients.
Barrhead travels
generally access
online platform for
attracting the
attention and
increase the profit.
It also encourage
the customer by
providing better
services.
Process It involves steps to be
taken in order to
achieve a particular
end.
Hays Travel set
satandardized activities
that accomplish business
goals or engaging its
clients.
Barehead Travel
has made changes
in its valuing and
designation of
providing services
and also
establishing new
franchise that help
to maintain its
growth strategy
alongwith

ingrained its
customer loyalty.
People It is a person who is
involved in the items
either directly or
indirectly.
Organisation has a great
numbers of workers who
assume at critical part in
the achievement of the
organisation. The
employess of Hays Travel
are normally equipped
and company puts time
and colossel amount of
money for the training
and development of the
employees.
In Barrhead travel,
there is approx 900
employee working
together also it has
a decent blend of
prepared specialists
and experts who
know about the
affectability of
customer's conduct.
Physical Evidence It refers to everything
which can be seen by
the customer while
they interact with the
business.
Company can create an
amazing holiday
vouchers and tour
experience that can
enhancing its presence in
marketplace.
It has several
branches that
tends to shifted
requirement of
client And it
provides
guarantees realted
to better service
experience.
TASK2
P4: Introduce a marketing plan that includes basic elements of marketing planning for an
organisation to achieve goals.
It refers to a document of new marketing plan for connecting with a lot customer and
reach its target market(Kucharski Grzeganek-Więcek and Chudy, 2018). For defining this
following model is uses:

SOSTAC
• Summary: A company (Hays Travel) trying to come up with new services that means
they want to introduce business trip within their travel services for attracting more
business associates. In this trip a company provides services like tickets booking, meals ,
hotel accomadation, luxuries cars only for business tycoons for increasing its growth in
market place.
• Objectives(SMART): Company can use smart goal for enhancing this upcoming service.
It allow manager to create objectives that can measure the goal and provide a meaningful
track to other team members.
◦ Specific- This business trip development plan targeted only business associates for
enhancing image of company in the minds of customer.
◦ Measurable- They can measures this objective in the form of no. of customers will
engage and compare to its competitors audience(Lim, 2021). This will define the
achievement of new service in the marketplace.
◦ Achievable- This refers to relalistic goal that means a company will achieve a
positive growth and enhancing the productivity by the help of this business tour
services. Because they will be influence not only the celebrities but also the
businessman.
◦ Realistic- This defined relevant objective, inshort by this upcoming service company
can achieving their growth anf profit will be maximized and also increasing its share
in the market place.
◦ Time frame- It means that the specific goal should be achieve withjin a particular
time frame. For the next six months an anlysis will be taken to check weather this
service is bringing result or not.
STP: It refers to a three step process that helps for the improvement for a specific
marketing strategy.
1. Segmentation- Company can segmented market on the basis of demographic,
psychographic, behavioural and geographic(Lipowski and Bondos, 2018). It can define
the income , age , gender, preferences of a person.

2. Targeting- Hays travel targeted their audience on the basis of offering(service they
provide), through conducting market research and focuses only business tycoons.
3. Positioning- Company can find out the potential of market. It usually identify the needs
and desire of the client after that positioned their market on the basis of these
consideration.
• Situational Analysis: It determines process of collecting information through internal
and external environment.
Strength
Company is possess with strong market share
if it brings a new section into its business then
this will enhanced its image.
Weakness
Hays travel is the largest company in UK that
sometimes shows a negative result that is slow
decision making . This new service may create
conflicts of taking an effective decisions for
company growth.
Opportunity
Hays travel runs with continuous technology
innovation(Madsen and Stenheim, 2022). So
this new service will help grabbing the
attention of new clients.Because every person
wants new advancement.
Threat
The attractiveness of Hays travel has motivate
with new entrants alongwith increase its
competitors so this section makes hike in level
of competition in the market.
• PESTEL Analysis: It is an element that is used to gain about macro environment of the
industry.
◦ Political- Due to COVID, it has been highly affected tourism business. So,
government supporting companies to recover itself. Thus, this will help to make the
plan successful.
◦ Economical- This factor is negatively influence at the time of covid. So, this plan
will help to make the economic condition stable of Hays Travel by generating
revenue.
◦ Social- Company can work according to its client taste and
preferences(Mahendrakumar and Vinayaknarendramoorthy, 2020). For instance:

businessman do not have much time in this competitive world to plan trips on its own.
So, Hays Travel help them in arranging business tour.
◦ Technological- Hays Travel is possessing a high quality of technology. With the
introduction of new section company will upgrade its techniques.
• 5C's
It refer to a technique of marketing analysis that can help to marketers to make the
business decision and also analyse the environment of organisation(Murti, 2020).
This analysis divided into categories whis are as follows:
◦ Company: Hays Travel
◦ Collaborators: Cyber cafe, travel agents and aviation companies.
◦ Customers: The major client of company is business associates according to this
new plan.
◦ Competitors: Barrhead Travel Services, P&O cruises.
◦ Climate: It involves laws , rules and regulationThe legislation of uk are in favour of
company which will give competitive advantage of this new service.
• Tactics: It determines a specific tools that can plan to achieve the objective related to
marketing plan. It considers 4P's which discusses below:
◦ Product: Hays travel bring up with new services i.e., introducing business trip that
help to engaging a lot of customers.
◦ Price : Company provides competitive price due to its connection with other airline
industries.
◦ Place: This new services of Hays Travel will introduce in Sunderland, UK.
◦ Promotion: The technique which chooses for promotind this service in the country is
majorly online platform( Negi, And et.al., 2018). Because, now a days most of people
are active on social media.
• Action Plan: This factor cover what kind of plan can make to achieve organisation
tactics.
Particulars Amount
Equipment 120000
Promotional tools 20000
Marketing 10000

Media house 9000
Total 150000
• Controlling: This factor refers to process of monitoring the activities that can use for
making a successful marketing plan(Shkurkin and et.al., 2017).Hays travel involves
Customer Lifetime value- it measure the total profit from a client to business over a time
of their realtionship. and Return on Marketing Investment( it is used to represents growth
of marketing campaign).
P5: Produce a media plan that includes recommendations and selecting a media that meet with
budget requirement and marketing campaign goals.
This plan refers to providing best message to its customer at the time of delivering the
product. This can defining into key points which are as follows:
• Summary: Hays travel will introduce new plan in the market that is business trip for
business tycoons. Because entrepreneurs not have enough time to plan their vacay so this
will help in organise trip for them which will enhancing company reputation also.
• Objectives: The main of the organisation is to developing the company reputation,
increase the market share, strengthen relationship with clients , improving sales by
attracting more customers.
• Target audience: Hays travel finding their audience on the basis of similar demographic
traits basicallythis trip may introduce only business people. So, company can targeted
entrepreneurs for the development of company.
• Multimedia activities: This travel company choose three actvities. Its scope is very wide
and that helps in grabbing customer attention.
◦ Digital marketing: This refer to a platform where message can deliver remotely,
promotion of product conducted through online Soelberg, Lindberg and Jensen,
2018). Basically, it is a tool that help to connect with potential consumer. Company
can interact with a person via email, web based media and many more marketing
channel who help in incresing its sales. Thus, Hays travel use email marketing
because many of the business man usually connect over emails. Company can easily
provide messge related to the service on this platform.

◦ Offline: It determine traditional media by which every age group people can easily
connected. There are various method of offline marketing. For example- newspaper
advertisement( it assist to connect with senior citizen because they are not using
internet for regular updates), Billboard markleting( it is useful most probably at
travelling time because many people engage with large hoarding. Thus for Hays
travel it is alo most important platform for promotion its services.
◦ Social media: It refer to a path to engage with existing as well as new customers
because this platform is higly use by many people(Wacker and Samson, 2021). Hays
travel can use instagram, twitter, youtube, facebook for promotion.Because these
media can use by every age group and this may help in increasing the customer
awareness
• Media Budget:
Paticulars Amount
Marketing 10000
Promotional Activity 20000
Plant and Machinery 120000
Print Media 7000
Total 148000
CONCLUSION
From the above analysis it is concluded that marketing is used to analyse the customer desire as
well as scenerio of market that helps marketer to take a good decision which is beneficial to its
clients. This essay is highlighting the key strenghts and opportunities of Hays Travel and
defining marketing plan also which help company to identifying its position within the market
place .

REFERENCES
Books and Journals
Abedi, G. and Abedini, E., 2017. Prioritizing of marketing mix elements effects on patients’
tendency to the hospital using analytic hierarchy process. International Journal of
Healthcare Management. 10(1). pp.34-41.
Azhra, F.H. And et.al., 2021. Marketing strategy planning at alfamart lodadi stores using the
clustering, ahp, and ar-mba method. International Journal of Industrial
Optimization. 2(2). pp.85-98.
Banerjee, S.B., 2017. Corporate environmentalism and the greening of strategic marketing:
Implications for marketing theory and practice. In Greener Marketing (pp. 16-40).
Routledge.
Dilek, S., 2018. Virtual reality or just reality? A SWOT analysis of the tourism industry. Journal
of Tourismology. 4(1). pp.67-74.
George, R., 2021. Tourism and Hospitality Marketing Planning. In Marketing Tourism and
Hospitality (pp. 149-182). Palgrave Macmillan, Cham.
Hassan, A., Roy, M. and Chowdhury, S., 2020. Ecotourism and Hospitality in Bangladesh: The
Application of PESTEL Analysis and Determining the Internal Factors. Tourism
Products and Services in Bangladeshconcept Analysis and Development Suggestions,
pp.181-215.
Key, T.M., 2017. Domains of digital marketing channels in the sharing economy. Journal of
Marketing Channels. 24(1-2). pp.27-38.
Kiseleva, I.A. And et.al., 2018. Risks management in travel business: peculiarities, types criteria
of estimation. International Journal of Engineering and Technology (UAE). 7(4.38).
pp.251-254.
Kucharski, M., Grzeganek-Więcek, B. and Chudy, W., 2018. Outsourcing in tourist industry.
Extent to which it is used based on Nadwislanska Travel Agency. Ekonomiczne
Problemy Turystyki. (2). pp.89-97.
Lim, W.M., 2021. A marketing mix typology for integrated care: the 10 Ps. Journal of Strategic
Marketing. 29(5). pp.453-469.
Lipowski, M. and Bondos, I., 2018. The influence of perceived media richness of marketing
channels on online channel usage: Intergenerational differences. Baltic Journal of
Management.
Madsen, D.Ø. and Stenheim, T., 2022. SWOT Analysis. In Encyclopedia of Tourism
Management and Marketing (pp. 1-3). Edward Elgar Publishing.
Mahendrakumar, B.V. and Vinayaknarendramoorthy, A., 2020. Study of consumer buying
behaviour during Covid-19 and the implications for online, offline and omnichannel
marketing channels.
Murti, Z.A.K., 2020. OPTIMASI E-MARKETING UNTUK MENINGKATKAN DAYA SAING
MENGGUNAKAN METODE SOSTAC (Studi Kasus: KUBE PKH Telur Asin Aster
Karangmangu, Baturraden, Banyumas) (Doctoral dissertation, Universitas Amikom
Purwokerto).
Negi, D.S. And et.al., 2018. Farmers’ choice of market channels and producer prices in India:
Role of transportation and communication networks. Food Policy. 81. pp.106-121.
Shkurkin, D.V. And et.al., 2017. Sales policy and sales marketing system. International Journal
of Applied Business and Economic Research. 15(12). pp.203-213.

Soelberg, F., Lindberg, F. and Jensen, Ø., 2018. Entrepreneurial marketing in tourism and
hospitality: How marketing practices do not follow linear or cyclic processes. In The
Routledge Handbook of Destination Marketing (pp. 60-70). Routledge.
Wacker, J.G. and Samson, D., 2021. Beyond supply chain management: jointly optimising
operations/supply and the marketing mix. Operations Management Research, pp.1-16.