Marketing Essentials for Travel and Tourism: Cosmos Tours Report

This report provides a comprehensive analysis of marketing essentials within the context of Cosmos Tours, a UK-based travel and tourism company. It begins by outlining the key roles and responsibilities of the marketing function, emphasizing their importance in determining target markets, innovating products, and addressing customer needs. The report then explores how these roles interrelate with other departments within the organization, such as Human Resources, Finance, and Sales. A significant portion of the report is dedicated to comparing how different organizations, including Cosmos Tours and Holidaybreak, apply the marketing mix (7Ps) to achieve their business objectives. The comparison covers product, price, place, promotion, people, process, and physical evidence. Finally, the report concludes with a basic marketing plan for Cosmos Tours, designed to meet specific marketing objectives, including an executive summary that provides an overview of the company and its services.

Marketing Essential
for Travel and
Tourism

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Elaborates the main key roles and responsibility of marketing function.........................3
P2. Discuss about how roles and responsibilities to relate within the marketing to the wider
organisation context................................................................................................................4
TASK 2............................................................................................................................................6
P3. Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives...................................................6
TASK 3............................................................................................................................................9
P4. Produce a basic marketing plan for a travel and tourism organisation to meet marketing
objectives................................................................................................................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
A marketing essential is the concept of management studies and it is exchanging of
products and services to measuring the rightful nature consumers. The Marketing essentials and
its function commenced about the specific organisation product and services are to perform in
the different segmentation of the market trends and behaviour of the consumers having a
perception regarding with particular goods and services. It also represents the process of
manufacturing, advertising and selling with distributing of company's vision product regulates in
the competitive market (Holbrook, 2018).
By determining the United Kingdom based venture of Tours and Travels industry the
company is well known as Cosmos Tours has been founded in 1928 and facilitating the better
touring packages to the customers in globally within the economic range to which people can
easily afford. In this report the main objectives are highlights as roles and responsibilities of
marketing function, inter relate with the roles of marketing in the organisation, comparison
between the companies in marketing mix context and then strategic marketing plan execution.
TASK 1
P1. Elaborates the main key roles and responsibility of marketing function.
The marketing is a managerial factor to driven for the various activities in terms of
product and services for manufacturing, advertising, selling and distributing to having the motive
for fulfil the expectation. There is a necessity to understands about the roles and responsibilities
of marketing function in the background of the organisation. Within the perspective of Cosmos
Tours company there is highlighted the major roles and responsibilities in individual manner:
Roles of marketing: To determine the target market: The first priority of marketing roles is to determine their
target market or consumer where they can pitch the product (Bünte, 2018) . Markets are
get to analysed through measured the optimum behaviour and traits of clients. In the
situation of Cosmos Tours company are get to needful towards the measuring their
essential market to commenced their product of touring packaging delivered to the right
customer. By improvising the new concept of products: As per the processing of the market
trending the level of existing products might be need some modification for the

marketing demands through which organisation insists to change the specification of the
products. According to the Cosmos Tours company, they have regulate their products of
touring get to required to enhance some changes as per the consumer expectations. The
changes could be in pricing, quality or the offering some discounts related.
Responsibilities of marketing: Should have concerned for customer needs and wants: As the effective marketing
system, a individual in the marketing have to understands and procure the requirement of
their customers where organisation could reach to their clients expectation. In the
Cosmos Tours venture scenario they have to monitored their customer necessity on that
company could includes some attributes quality in touring packages as before they can
conduct effective survey through their sales team to identifies the people's desires and
needs to which they have expected from the company. Through social media platform
where may clients are engaged to collecting the feedback and requesting the suggestion
which it gives a clarity towards the customer expectation (Campbell, Martin and Fabos,
2018). Having effective marketing promotional: By evaluating the marketing environment
scenario, a organisation need to promote their product through strategical promotional
planing where it would improvise the company's product brand value and awareness
regarding with product description along with specification. As Cosmos Tours company
appoints their marketing sales teams to handle the product awareness and promotional
aspect to be scrutinize in the optimum direction as well as to utilised the different
platforms of marketing promotions like social media, digital marketing and other
business oriented to making the productive awareness.
P2. Discuss about how roles and responsibilities to relate within the marketing to the wider
organisation context.
In the background of the different department in the organisation context where
marketing having significant roles and responsibilities in perception of a company (Nirschl and
Steinberg, 2018). Similarly, the Cosmos Tours Ventures elaborates the roles and responsibilities
of marketing in each department having a objective to coordinate with the working aspect relate
with Human Resource department, Finance Department and Sales Department etc.

Introduction of departments: Human Resource Department: The main purpose of the human resource department is
to mange the workforce, forming the policies in compliance regarding along with the
recruitment and hiring process monitored. In fact, they fulfilment all the requirement of
the workforce in terms of salary issues and solving the grievances etc. Finance Department: The role of finance department is to better handling the funds and
expenses which is occurred in the organisation, to regulates the optimum investment
plans and managing the company's financial condition through annual basis. They having
the effective decision making to control cash flows activities as well as investment
purpose guidance and maintain the authentic balance sheets of the company (Hanlon,
2019). Sales Department: By having the sales department in the organisation perspective it
improvised the company performance in the competitive market, to influence many
clients to provides them company's related product. Without sales any organisation could
not get to performed in the market where they are responsible to monitored the profit
maximisation.
Inter-relation: Marketing relation with the Human resource department: In the Cosmos Tours
company the major relation between marketing and Human resource department as to
making promotes and advertising the hiring and recruitment through marketing in
differne6t platforms like digitalisation to creating a awareness while Human resource
department supports to the marketing to providing them potential and valuable workforce
to increase their manpower (Larson and Draper, 2018). Marketing relation with Finance Department: As per the situation in Cosmos Tours
venture are having the major roles and responsibility of marketing in finance to providing
the better understanding about the investment, finance department provides the optimum
funds to the marketers for their marketing campaign in manner of advertising the
products and services related with the travelling and tour packages to making awareness
to having a motive to attract the consumer.

 Marketing relation with the Sales department: In the company consideration of Cosmos
Tours venture are having their effective Sales department are completely depends upon
the marketing guidance where the sales team are determines towards the short terms
objectives. The proper procedure to execute the selling process is to getting the more
exposure of the market and more selling of products and services in the competitive
market as well as the sales department get to optimised the wellness and wealth of the
marketing aspect driven through long term objectives (Uncles, 2018).
TASK 2
P3. Compare the ways in which different organisations apply the marketing mix to the marketing
planning process to achieve business objectives.
The marketing mix is a proper structure of the interchanging of values in the business
model perspective as it derives about the specification of specific company product through 6-
7ps effectively (Kotoua and Ilkan, 2017). In this scenario there would be the comparison
between the two companies specification in formation of marketing mix strategy regarding
product, price, place, people, promotion, physical evidence and process to elaborates in detailed
for better understanding the competitive marketing performance criteria. Following is highlight
of description about the Cosmos tours company 7ps marketing strategy are given below:
BASIS COSMOS TOUR HOLIDAYBREAK
PRODUCT The presence of the product of
Cosmos tours are having
travelling packaging to offer
the reliable customers with
different sort of discounts and
travelling experiences
international trips included in
it.
It is LTD. Company
established in London serving
in UK, Ireland and
Netherlands offering travel
packages for children
providing educational and
residential school trips also,
render tailor made travel
packages as well.
PRICE As per the price of Travelling
package is provided by the
Cosmos Tours in affordable
According to the targeted
market and focus groups
pricing policy of company is

range where they are focuses
towards their customers
behaviour in capability in
moderate or better economic
scale. The pricing policy to
only offers the medium to high
premium customers.
identified between affordable
to premium as it offers tailor
made packages as well.
PLACE They are distributed their tours
and destinations packages in
globally as well as over 40
countries. Cosmos Tours
commenced to offering their
offices in all over the global
world but as it operated
through United Kingdom and
it covered the destinations
North America, Canada,
Central and South America,
Africa, New Zealand etc.
Place referring to distribution
channels, entity have its
presence in UK, Netherlands
and Ireland offering services
through physical and online
channels.
PROMOTION They are basically promoted
their products and services as
it travelling packaging to
advertise in the different
marketing platform like digital
platform, public platform and
online segments to attract their
customer from internationally.
Basically they strategic
planing for awareness of their
product in United Kingdom
In today's world of business
and especially hospitality it is
suggested to companies to
engage in Omni channels
marketing. Holidaybreak also
make use of omni channels
platforms for promoting and
spreading word in public and
amongst targeted market about
their offerings. Moreover,
these promotional tools are

region by communicating with
existing customers.
helpful in keeping track with
existing customer base and
keeping them informed about
new packages and other offers
(Basil, 2019).
PEOPLE As the people are connected
with the Cosmos Tours and
Company having around 500-
1500 workforce linked to work
together as they operates
through international to
procure the clients requests
and contributing their effective
efficiency to fulfil the
objectives of Cosmos Tours
perspective.
The workforce of
Holidaybreak is diversified as
company operates from
different markets where people
comes with their personal
experiences and backgrounds.
These uniqueness and of staff
makes them separate form one
another holding their expertise
and knowledge along with
specific skills and abilities.
PROCESS The company having the
systematic process to regulates
within their packaging of
touring purposes as they
operates their sales and
marketing team to regulates
the international region to
connect their deals along with
communicate with hospitality
services which Cosmos tours
are able to offers to their
customers in the better and
suitable way.
Holidaybreak operates in
several regions holding
different operations. In all
regions processes established
are both online and offline as
well dealing through official
websites and physical
operational offices.
PHYSICAL EVIDENCE Their presence in the United At the end the last element of

Kingdom market is highly
active and engaged as the
company Cosmos Tours are
well famous and having better
goodwill in other international
region with their logo, services
quality. Many social media
platform Cosmos
advertisements are highly
influence where customer get
easily known about the
pricing and other information.
7 P's marketing mix is physical
evidence. This factor refers to
authenticity and proof of
existence of business
(Constantinou and Sauvage,
2018). Holidaybreak has its
presence in three market
regions operating with online
and offline sources offering
evidence to public and
potential buyers. Furthermore,
other reviewing websites also
have review and offerings of
Holidaybreak which company
offer to acquire more
customers that is another
evidence of the entity
existence and its authenticity.
TASK 3
P4. Produce a basic marketing plan for a travel and tourism organisation to meet marketing
objectives.
EXECUTIVE SUMMARY
Cosmos Tours is a formal name of an organisation Cosmos which was established in
1961, headquartered in Bromley, United Kingdom offering touring services. Cosmos Tours is a
subsidiary of parent firm known as Cosmos Tours LTD. The entity was founded as Cosmos
Tours and changes into Cosmos Holidays in 1987. It is UK independent tour operating firm
offering range of holiday packages in UK. The marketing plan is developed, identify new
marketing objectives in relation with expansion in global market and offers a new marketing mix
policy for the firm.

VISION
The vision statement of business works as a roadmap where business is indicated towards
what exactly is wanted by the firm by setting defined direction towards growth and success. The
vision statement of Cosmos Tour defines the brand as “go to” brand developing better relations
with local communities and knowing their culture.
MISSION
This is a short statement which shows the main reason of existence of an entity and its
overall long term goals. The mission statement of Cosmos Tour focuses over one objective that
is happy and satisfied customers (Davis, 2017).
OBJECTIVES
 To increase their operational areas by expansion in new market in next 6 months.
 To develop better customer base in new markets and improving it by 8-10% in next one
year.
 To enhance sales and revenue units by 10% in next 12 months.
 To update profit standards by 5% in next 8-10 months and 10% by next one year.
SITUATIONAL ANALYSIS
 SWOT Analysis
STRENGTH WEAKNESS
Strong goodwill of the firm and deeper
customer relations.
Only operates in United Kingdom implying
that the resources are not utilized properly.
OPPORTUNITY THREAT
Market development and expansion of business
operations in new places and potential markets.
Dynamic business conditions and regular
changing external environment in the industry.
SEGMENTATION, TARGETING AND POSITIONING
 Segmentation is a marketing strategy used by marketers which is the first step of STP
marketing tool. At this stage the whole market is divided in to smaller groups according
to similar characteristics and features. It is performed for acquiring the most appropriate
segment which is matching with company value and offerings. Cosmos Tour while
moving into new markets have segmented their market by behavioural segmentation as

peoples status, purchasing and spending habits and brand interactions plays a vital role in
leisure service industry.
 Targeting is the next step of the marketing tool of STP, where once market is divided
into smaller groups will be acquired according to the suitability of the firm. The targeted
audience of Cosmos Tour in new market are people belonging to higher middle class and
elite class segment of the society (Rezaei, Wee and Valaei, 2017).
 Positioning is the last and the most crucial stage of STP process where actions are
undertaken by the company for introducing and establishing itself in marketplace in
minds of targeted audience group. Cosmos Tour will make use of most cheapest and
marketing tool that is most efficient and valuable in current dynamic business condition,
Social Media.
MARKETING MIX
 Product offering of Cosmos Tour is similar that is which the company use in its existing
domestic market. The company is expanding operations in new market but moving with
the similar offerings. Although the holiday packages are modified a little bit according to
the behavioural aspects of new targeted audience.
 Price is the element which decides the sales and revenue standards, therefore as Cosmos
Tour moved to new region initially Price Penetration strategy is adopted. That is form
will increase once it gets proper establishment in the market and on the basis of
popularity in new business environment.
 Place is the distribution channel that Cosmos Tour is utilizing for making sales and
rendering services to customers. The company has its presence in physical and virtual
world both and it is distributing to the customers by both the channels holding presence
online and in market by operating offices (Pricilla, 2019).
 Promotion tools that are utilized by Cosmos Tour for spreading awareness in public
about their offerings is omni channel marketing. Through this entity covers both physical
and virtual marketing handles developing their presence on all platforms and in whole
market efficiently.
 People refers to the workforce of Cosmos Tour who are working in organisation on
separate positions and performing different tasks with specified expertise and skills. As
Cosmos Tour is moving into new marketplace new employees will be hired by the

company from the new marketplace. Those people are trained properly and will be
oriented informing about the company's mission, vision and long term objectives.
 Process highlights about the practices and actions undertaken by the firm for rendering
high quality of services and delivering consistent offerings. The processes involved in
Cosmos Tour through which firm operates are efficient enough making transactions by
both online websites and through physical channels as well and these same processes will
be used in new market by the organisation (Perreault, 2018).
 Physical evidence is the element which revolves around the existence and authenticity of
business and its operations. In relation with Cosmos Tour it is a service provider their the
tangible evidence of its existence and authenticity is the physical office through which
operations are managed. The virtual platforms that social media handles, official website
of the group are the intangible but another evidence of the firms engagements and
operations.
BUDGET
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 7000 10000 12000 10000 10000
Investment 3000 18000 25000 35000 18000
Total 10000 28000 37000 45000 28000
Marketing outlay
Promotion 12000 4000 9000 10000 4000
Sales publicity 4000 4000 4000 4000 4000
Direct selling 4000 15000 5000 4000 4000
Total 20000 23000 18000 18000 16000
CONCLUSION
The above report acknowledges separate concepts of marketing in travel and tourism
field of hospitality industry concluding that promotional activities conducted by the organisation
plays a vital role in keeping people informed and attracted towards the offerings. The roles and