Marketing Essentials Report: XL Leisure Group and Competitor Analysis

This report provides a comprehensive analysis of marketing essentials, focusing on the XL Leisure Group, a UK-based travel and tourism agency. It begins with an introduction to marketing concepts, emphasizing the roles and responsibilities of marketing within an organization, and the evolution of marketing concepts like product, production, selling, and societal marketing. The report then delves into the correlation between marketing functions and other organizational functions, such as sales, human resources, and finance, highlighting their interconnectedness. The second part of the report offers a detailed comparison of the marketing mix of XL Leisure Group and its competitor, Booking.com, examining aspects like product, price, place, promotion, and people. The report concludes with a marketing plan, summarizing the key findings and offering strategic insights. The analysis draws upon academic sources to support its findings and provides a thorough examination of marketing principles in a real-world context.

Marketing essentials

Table of content
INTRODUCTION 3
PART 1 3
TASK 1 3
P1 Role & responsibilities of marketing 3
P2 Correlation connected to functions of marketing along with other functions of
organisation 5
PART 2 6
TASK 2 6
P3 Comparison among marketing mix of two companies 6
TASK 3 9
P4 Marketing plan 9
CONCLUSION: 11
REFERENCES 13

INTRODUCTION
Marketing represents the operations and management of various types of actions
which are related to tasks of advertisement & promotion of different kind of products and
services in an organization. The purpose of marketing company is to give an assurance that
they are focusing on promoting products and services to attract large number of consumers
within specific stage of period of time. The recent work is based upon the company which is
named as XL leisure group situated in UK. The main focus of company is charting memo,
maintain outline for Airline, operation of flights and so on. The company also keeps an eye
upon functioning of their operations in France and Australia. This report provides different
role connected to functions of marketing and its relatedness to different activities within
company in assistance with marketing plan. In addition to this, the assignment also includes
difference between marketing mix of company named as XL leisure group and their rival
firm is described (Abedi and Abedini, 2017).
PART 1
TASK 1
P1 Role & responsibilities of marketing
The important purpose of marketing is to evaluate various kinds of desires and need
of consumer at marketplace. They are required to analyse, evaluate and signifies sizes
connected to market with estimate benefits which should be earned within market. It is to be
concluded that these are considered as primal segment connected to company which helps in
providing high quality products and services to customer for satisfying their need.
Marketing: it determines lot of different actions just to interact with its consumer.
The primary purpose of marketing is to make sure that targeted customers enhance their
awareness in respect of various types of products and services of company. In assistance of
this, the concept connected to marketing is changed and there are different role and
responsibility of management team to promote their products and services in mind-set of
customer at marketplace.
Development in conception of marketing: moreover, with the conception of
merchandizing, the aim of selling is to evaluate necessities and essentials of users at market.

The primal aim of organization is to organize a plan of action with digital media in order to
increasing understanding of individual person about various kinds of products and services
prevailed in the market. XL leisure group is to be resolute as travel or tourism agency to
provide better services to its consumers as per their desires and requirements so that they can
earn high profit in forthcoming period of time. They focused to increase their promotion or
advertisements within the people to raise their services along everyone so that they can earn a
high profit margin in forthcoming period of time.
Products concept: it is significant to provide effective quality of products and
services to customers at minimum price. In context of XL leisure group their purpose is to
attract large number of users by offering them trip and attractive discount that assists in
motivating them towards product and services offered by organisation (Bailey, Albassami
and Al-Meshal, 2016).
Production concept connected to production along with use of appropriate resources
in proper way that assists in enhancing success of organisation in future time period. For all
these kind of resources adopted by company assist in making ensure that they fulfil need and
want of user by satisfying them.
Selling concept: it determines various tactics and strategy that is used by company
for promoting product and services. Thus, the chosen company emphasis on using most
suitable approach for offering superior facility to customer during the period of time. The
concept of selling determines about various kinds of ways, strategies and all possible effects
which should be acquired for the purpose of marketing and promoting products and services
in front of customer in the market.
Societal Marketing concept: Herein, the role of marketing tackles with offering
advantages to society for conducting various tasks in proper way within company. It is
significant to earn profits in assistance with provide benefits to society by emphasis on CSR
that is important for success of organisation.
Product development: it is significant for company to provide various deals to
customer for offering them unique quality of product and services in an appropriate manner.
Thus, the XL leisure group focuses on taking feedback from customers for providing those
services according to their need.
Research: it is considered as a important role within company that help in enhancing
understanding in respect of change in wants of consumer, taste and preferences and so on. It
is significant that the marketing manager of company emphasized on conducting marketing
research for assessing changing requirements of customers during particular phase of time

period. It is very important for team of marketing to give their best towards increasing
understanding regarding changing desires and requirements of customers during the period of
time.
Brand management: the brand administration is important factor for company that
help in sustaining customer in market for a longer period of time. Thus, their primary aim is
to offer superior quality goods and services at reasonable price that assists in managing brand
in successful way. It is also useful in enhancing level of experience of customer in future time
period.
P2 Correlation connected to functions of marketing along with other functions of organisation
Marketing is determined as a technique and is also an opportunity to adopt exploring
plans in order to give advantages to their customers at marketplace. There were so many
kinds of operations which are used to be organized by an administration team which are
related with operations of marketing in effective manner (Bogers and Lhuillery, 2018).
Selling and marketing: this operation is connect with management of marketing
needs to acknowledge about that they are attentive towards influence of maximum number of
consumers and enhances trust in context of company. They focus on potential customer for
increasing customer base of organisation. Herein, it is significant for XL leisure group in
producing goods and services for reaching ample of customer during the period of time. All
these factors interrelate with one another in order to enhancing sales and profitability of
company. It is significant for sales department to update leads that is created by market
department. It helps in understanding changing need of user in the market and also they focus
on adopting various types of function in an appropriate manner. In addition to this, they
emphasised on using customised tool for enhancing sales in future time period.
Marketing and HR: there are different roles connected to HR department within
company such as hiring, recruiting and selecting offer training to staff member during
particular phase of time period. Thus, the human capital is determined as a significant
resource for selecting competent workforce within business organisation. It is necessary to
select competent workforce in order to enhance contribution towards accomplishing goals as
well as objective of organisation in timely manner. In reference of XL leisure group, the HR
professional emphasis on organising research in order to assess need of user for satisfying
them. For successfully recruiting staff member, it is the duty of HR professionals to
interconnect their department with marketing sector for executing various functions in an

appropriate manner. It is assess that both marketing and its HR department execute their
functions or work together for hiring knowledgeable worker that assists in organising various
activities conducted to marketing in company in an appropriate manner. Herein, the HR
department focuses on hiring suitable candidate for promoting products and services of
company. They also provide discount, combo offer to its user for satisfying their need at
marketplace (Deepak and Jeyakumar, 2019).
Marketing & finance: the financial department within company requires finance for
making proper budget for all sectors of company. It is necessary to maintain appropriate
interconnection between finance and marketing sector for organising various types of activity
related to promotion of products and services of organisation in an appropriate manner. The
financial sector focuses on making appropriate budget for executing various functions
connected to marketing in an appropriate manner. The finance must be provided to finance
department and the financial manager focuses on assessing need and requirement of
marketing manager so that they make budget for promoting products and services of
company in front of customer at Marketplace. The marketing manager communicate budget
to financial manager for making proper budget that is connected to different promotional
activity of company. And, the marketing department use fund for accomplishing target and
increase profit margin as well as sales in upcoming time period. Thus, the finance and
marketing department is inter-connected with each other in order to promote products and
services of company in mind-set of user at marketplace (Grewal, Roggeveen and Nordfält,
2016).
PART 2
TASK 2
P3 Comparison among marketing mix of two companies
Marketing mix determines techniques that help in analysing brand of company that
envelope various types of element such as product, promotion, price physical evidence and
place process & people (Kucuk, 2017). Therefore, the marketing mix is used for making
comparison of XL leisure group from its competitive firm which is Booking.com is given
beneath:
Basis XL leisure group Booking.com

Product It determined product and services
offered by company to its customer.
The main purpose is to provide
differentiate product to its user in order
to attract them. They emphasized on
using differentiation strategy through
which they focus on providing various
packages and trip to individual person
in order to satisfy them.
Booking.com is using various
improvements in order to provide
superior quality of product and services
as per their need. It includes facility
such as accommodation, lodging, guest
house and so on.
Price It determines the amount that company
is charged to user for providing them
different type of product and services.
It is necessary for organisation to
assess competitive price while take
decision regarding factor connected to
pricing. The company focuses on using
discount pricing for make sure that
they reduce price for product that help
in attracting ample of customer in the
market.
Booking.com uses variable pricing
because they emphasized on moving
from using physical to provide services
online. The company use strategy that
assists in change price according to
situation which is offered at market
place. It helps in retaining user for
longer time period (Lim, 2020).
Place It signifies location of company
through which they offer services to
customers as per their needs. Thus, XL
leisure group organise various
operations of organisation in various
nation such as UK, France and
Germany. There are various methods
through which organisation reach to
customer.
Booking.com emphasized on digital
renovation by which they offer facility
to its user by adopting online platform.
The organisation emphasize on
enhancing sales by adopting online
platform in assistance with increasing
mobile application. It helps in
communicating and interacting with
customer in appropriate way.
Promotio In order to successfully promote The company use social media tool for

n product and services, the XL leisure
group adopt advertisement by using
various traditional medium such as
newspaper, TV and so on. They also
use digital medium such as social
media website for promoting goods
and services in front of user at
marketplace (Gupta, 2016).
selling their product and services to
customer as per their need. There are
various types of promotional tools like
Face book Instagram and so on. In
addition to this, they also adopt
traditional method such as promotion
through television for attracting ample
of user towards services provided by
firm.
People It determine target customer who
interact through subordinate of
company. It is significant that the
judgement of customer are analysed by
staff for managing query of user in
proper way and maintain superior
relationship with them. There are
ample of workforce perform their work
so it is important to make sure that
company enhances sale & profit
margin by maintaining superior
relationship with customer.
There are different sources such as
program expansion, training session
which is used by Booking.com for
offering training to its staff member
within company. It helps in increasing
involvement of customers for smooth
operations of organisation.
Process There are different source through
which organisation conduct their
functions in proper way. In context of
XL leisure group, they handle services
that are a significant to ensure that
customer must approach on continuous
basis. The organisation use processes
which help in adopting resources that
is available for them that help in
accomplishing goal and objective in
pre-decided period of time.
Booking.com use simple process
through which they increase
understanding regarding different
techniques that help in attracting ample
of customer and also fulfilling their
need. They provide services to more
than 30 million hotels.

Physical
Evidence
It signifies surrounding connected to
marketing through which it is
important to possess good interaction
between user and organisation. The
selected company offer different type
of trip packages to customer for
satisfying them by using online and
offline source.
Booking.com use personalization for
organising various activities in an
appropriate manner. The user adopts
various types of services by using online
platform and this type of services
include holiday packages, lodging and
accommodation as well as so on.
TASK 3
P4 Marketing plan
Marketing plan determine written document which include different strategy for
promoting product and services of company (Palgrave Macmillan, Springer and Hironaka,
2020). It include vision, objectives mission for synchronize various functions for
accomplishing goal in pre-decided period of time. The marketing plan is significant for XL
leisure group to ensure that they emphasized on providing various types of services such as
holiday packages, flight tour for its customer in order to satisfy their need. They use online
booking platform which help user in saving time while booking in company. Thus, marketing
plan connected XL leisure group is given beneath:
Offering: there are various types of services offered by company to its customer such
as different tour packages, personalised tour package and so on. They provide facility by
adopting website & physical outlets for satisfying user.
Vision: the vision of organisation is to put benchmark for travel and Tourism
Company by providing effective services as per requirement of user.
Mission: the mission of organisation is to provide convenient travelling experience to
its customer.
Objective: The objective of XL leisure group is to enhance profit by 20% in next 4
months and they also focuses on increasing customer base by 40% in upcoming 6 months.
Situation analysis environmental scanning determines process of collecting
information in respect of different event in company. It helps company in launching
innovative good product and services that assists in retaining user for longer time of time
period.
Marketing mix of XL Leisure group is given below:

Marketing mix determines techniques that help in analysing brand of company that
envelope various types of element such as product, promotion, price physical evidence and
place process & people that is given below:
Products: It determined product and services offered by company to its customer.
The main purpose is to provide differentiate product to its user in order to attract them.
Price: It determines the amount that company is charged to user for providing them
different type of product and services. It is necessary for organisation to assess competitive
price while take decision regarding factor connected to pricing
Place: It signifies location of company through which they offer services to customers
as per their needs. Thus, XL leisure group organise various operations of organisation in
various nation such as UK, France and Germany.
Promotion: It determine target customer who interact through subordinate of
company. It is significant that the judgement of customer are analysed by staff for managing
query of user in proper way and maintain superior relationship with them.
People: It determine target customer who interact through subordinate of company. It
is significant that the judgement of customer are analysed by staff for managing query of user
in proper way and maintain superior relationship with them.
Process: There are different source through which organisation conduct their
functions in proper way. In context of XL leisure group, they handle services that are a
significant to ensure that customer must approach on continuous basis.
Physical Evidence: It signifies surrounding connected to marketing through which it
is important to possess good interaction between user and organisation.
SWOT analysis
Strengths: The strength of company is to provide comfortable & leisure travel for
satisfying requirement of customer that assists in enhancing profit of company in future time
period. The competent subordinate emphasized on offering superior trip services to its
customer according to their need that enhances brand image of organisation in mind-set of
user in the market.
Weaknesses: due to increasing interference of government, there are different rules
imposed is considered as a primary weakness for organisation. It gives less option to
company in providing accommodation facility to customer.
Opportunities: the economic development of various nations is considered as a
primary opportunity in order to expand their business in future time period. By providing

security to its customer during travelling helps company in attracting ample of customer
towards their services (Kumar, 2018).
Threat: The threat for XL leisure group is to increase in competition level, due to
having different kind of competitive firm provide similar kind of services to customers that
erodes profit margin.
Target market is significant to analyse target market for company in order to provide
effective products and services to its user. The STP analysis for XL leisure group is given
below:
Segmentation: includes categorising market in different group. The company divide
market as per demographic and geographic element which includes gender, income and so
on. The primary aim of company is to divide overall marketing into small parts according to
their income, age and many more.
Targeting: The main purpose of XL leisure group is to target ample of customer for
organising various activities in an appropriate manner.
Positioning: XL leisure group uses online platform along with various physical
outlets. They provide mobile application and social media tools for attracting ample of
customer while offering services.
Marketing budget this is required by company for achieving objective in timely
manner which is given below:
PARTICULAR
S
I II III IV V
Start-Up Capital 5400 11000 12450 13030 17140
Investment 4300 7800 5500 4465 8636
TOTAL 9700 18800 17950 17495 25776
MARKETING
EXPENSES
Promotion 6500 7800 6900 12700 13660
Publicity 8800 12100 9900 10500 12200
TOTAL 15300 19900 16800 23200 25860
Monitoring performance measure and Indicator: Key performance indicator is
important for company to assess progressive method that is connected to marketing for
accomplishing objective in pre-decided period of time. Thus, XL leisure group use various

KPI indicators to assess level of satisfaction of user in order to provide facility to customer
that assists in increasing profit in future time period ((Barrantes Prieto, 2019).
CONCLUSION:
On given report, it is analysed that marketing handles various activities connected to
promoting different kinds of products and services of company. The primary purpose of
marketing sector is to make sure that they emphasis on promoting products and services in
order to reach ample of customer during the period of time. In this report, there is an
explanation regarding different role of marketing function and their interrelationship with
different activity in assistance with effective marketing plan. In addition to this, they also
focuses on making comparison between marketing mix of two organisations named as XL
leisure group and its competitive firm that is given in this report.

REFERENCES
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