Marketing Essentials for Travel & Tourism: Cox & Kings Report Analysis

This report examines the application of marketing principles within the travel and tourism sector, using Cox & Kings as a case study. It begins by outlining the roles and responsibilities of marketing functions, emphasizing their importance in reaching customers, conducting market research, and developing products. The report then explores the interrelationship between the marketing department and other organizational functions, such as production, HR, finance, sales, and accounts. Furthermore, it delves into the application of the marketing mix (product, price, place, promotion, people, processes, and physical evidence) and its strategic significance. The report concludes by presenting a basic marketing plan, detailing mission, KPIs, buyer personas, content initiatives, and budget considerations for Cox & Kings, to achieve its marketing aims effectively.

Marketing
Essentials for
Travel &
Tourism

Contents
INTRODUCTION...........................................................................................................................................3
Roles and Responsibilities of marketing function....................................................................................3
Relation of roles and responsibilities of marketing in a wider organizational context............................4
Application of marketing mix...................................................................................................................5
Marketing plan........................................................................................................................................7
CONCLUSION...............................................................................................................................................9
REFERENCES..............................................................................................................................................10

INTRODUCTION
Marketing is a study of analysis of different types of needs and wants of the customers
and providing them different types of products and services accordingly (Bao, 2018). It can help
in travel and tourism because travel & tourism organizations are required to use marketing to
reach their customers and clients. For this report, Cox & Kings Travel has been chosen. It is a
widely-known travel company which is headquartered in London, United Kingdom. In this
assignment, detailed focus will be made on explanation of the role of marketing and its
interrelationship with different functions, comparison of ways in which tourism organizations
can make use of marketing mix. Additionally, development of a basic marketing plan for
meeting goals and objectives will also be discussed as a part of this project.
Roles and Responsibilities of marketing function
There are different types of roles and responsibilities which marketing function plays
within an organization. These are explained as follows-
 Reaching the customers- The primary role as well as responsibility of marketing
function is to make sure that the products and services of an organization are able to
reach the customers (Dileep and Mathew, 2017). In the context of Cox & Kings, it is
important that its marketing department can play this role with precision. This will enable
it to reach more customers in the market which will help it in realizing its aim of
maximization of profits.
 Market research- The marketing department of any company needs to conduct a
detailed and extensive market research. Doing so will help it in knowing the various
types of parameters which can be used to satisfy the needs and demands of the customers.
For Cox & Kings, this is crucial as this will help it in targeting the right base of
customers through which higher level of profits can be earned easily.
 Product development- The marketing department makes sure that it is able to develop
the different types of products or services which are provided by a firm in the market. By
doing so it can find out various significant areas where the necessary improvements can
be made by the companies. Therefore the managers of Cox & Kings can take the
necessary steps so that they can develop their products and services for the market and
can achieve their goals and objectives set for the future time period to attain a strategic
edge over the competitors.
 Communication- It is role and responsibility of marketing department of an organization
to communicate with the customers and make them aware about the products and
services of the company. For the management of Cox & Kings it is necessary that it is
able to use the marketing function to communicate whenever required with the customers

and thus this will help in increasing the sales and revenues ultimately leading to
enhancement of profits in the future time period.
 Distribution- Marketing function of an organization also has the role and responsibility
of focusing on the distribution of products. Selection of a right distribution channel is
very much necessary in this regard. Therefore for Cox & Kings it becomes necessary that
it is able to use this function properly.
 Planning- Marketing function in a company is required for planning. It is essential
because by making proper plans the organization can ensure its success in the market. For
Cox & Kings, this is quite crucial because this will make sure that its management can
frame right plans.
 Promotion- Promotion is very important for marketing function of a particular
organization. This is so because by using it in the proper manner the organizations can
make sure that they are able to achieve the desired success. In the context of Cox &
Kings, it is necessary that its marketing function facilitates promotion.
 Selling- Selling is necessary for marketing function in a company. This is so because in a
company the products are required to be sold or services have to be provided so that
profits can be earned. Therefore the managers of Cox & Kings can use this function for
making plans for selling.
Relation of roles and responsibilities of marketing in a wider organizational
context
There are different types of roles and responsibilities which the marketing department of
an organization plays in a wider organizational context. These are explained as follows-
Relationship of marketing department with other departments-
 Production- Production Department in an organization plays a very crucial role. It
provides products which can be sold by the organization in the market to earn the desired
level of profits (Dioko, 2016). The marketing department by ensuring cooperation and
coordination with the production department helps a lot in achievement of objectives.
This also happens in Cox & Kings. Thus by ensuring cooperation and coordination with
the production department the marketing department can achieve the desired goals and
objectives.
 HR- HR department deals with the employees of the company (Jolliffe, 2016). It has the
role of ensuring that it can get the best out of the workers so that it can set the desired
goals and objectives for achievement and can achieve them easily. The marketing
department shares an extensive relationship with the HR department and makes sure that
the workers of the organization are giving their best for achieving the marketing goals

and objectives in the future time period. This happens in Cox & Kings. In this way the
marketing department can ensure that the employees understand the importance of
making the products and services reach the customers.
 Finance- Finance department is a crucial department in any company. It deals with the
finances of the organization. The marketing department of Cox & Kings shares a
relationship with the finance department and makes sure that the desired goals and
objectives of the organization in marketing are well-supported with appropriate funds. In
this way the marketing department can ensure availability of the required finance for the
achievement of aims.
 Sales- Sales department in any organization is charged with increasing the overall level
of sales so that revenues can increase leading to enhancement of profits (Othman and
et.al., 2019). In Cox & Kings, this department shares a relationship with the marketing
department. By sharing this relationship the marketing department makes sure that it is
able to give appropriate goals and targets both for the short-term and long-term to the
sales department which will ensure their achievement. In this way the marketing
department can make sure that it can achieve the desired sales figures.
 Accounts department- Marketing department has to cooperate and coordinate with the
accounts department of an organization. By doing so it can make sure that it is able to get
the required amount of funds allocated so that it can meet its targets set for the future. In
the context of Cox & Kings, it is required to be done so that everything can go on
smoothly in the company and there are no problems and issues. Thus the marketing
department can ensure that the proper records of the transactions are maintained.
 R&D department- Close cooperation and coordination is required between Marketing
department and R&D department in a company. In this way, it can be made sure that the
R&D department is able to identify the future needs and demands of the customers. This
can help the marketing department of Cox & Kings to achieve its goals and objectives in
the near future. Therefore the marketing department can ensure that extensive research is
carried out on the needs and demands as and when required to be done.
Application of marketing mix
Marketing mix helps the organizations to achieve a distinct strategic edge over the
competitors. Its elements are as follows-
 Product- It means the products and services provided by the organizations in the market
(Pappas, 2016). As Cox & Kings deals in travel & tourism it provides services to its
various customers as well as clients. Thus there is a requirement for it to make sure that
it can it designs the marketing planning process in such a manner so that the business
objectives are achieved.

 Price- It means the amount of money which is paid by the customers to purchase the
products or to avail the services which are provided by the organization in the market.
For the managers of Cox & Kings, it becomes highly necessary that they are able to set a
right price so that marketing planning process can be initiated to achieve the business
objectives. The company has to make sure that it can select the right pricing strategy
which will not only ensure sustainable profits for the company but will also lead towards
obtaining of a strategic edge in the market over the competitors.
 Place- It means the place where the business is conducted (Pappas, 2017). It is important
because it lead towards the determination of different types of strategies. In the context
of Cox & Kings, it is important that it selects the right places for its business so that
marketing planning process can be initiated and the objectives can be achieved.
 Promotion- It means the approach which is used by the business organizations for
reaching the customers and clients in the market (Pike and Ives, 2018). For an
organization like Cox & Kings, it becomes quite essential that its managers are able to
target the customers and clients by using the right promotional methods. This will ensure
that marketing planning is initiated and the objectives are achieved leading to
achievement of sustainable success.
 People- People refers to the customers of the organization. They are most important for
any company. This is so because they are the ones who pay for purchasing the products
or availing the services. Thus, In Cox & Kings, it is crucial that the right strategies and
techniques are used so that customers remain satisfied and marketing planning is
initiated leading to achievement of objectives which is quite important for the purpose of
attainment of sustainable success in the future time period.
 Processes- Processes refer to the mechanisms which are followed in a particular
organization to deliver the products and services to the customers. It is important to bring
the required efficiency and effectiveness in them to achieve the objectives. In the context
of Cox & Kings, it is necessary to optimize the processes so that marketing can be done
without issues and problems. This will make sure that marketing planning can be
initiated and the objectives can be achieved effectively and efficiently.
 Physical Evidence- Physical Evidence means something which the customers see. For
the organizations it is essential that they provide their products and services in such a
manner so that the customers are able to see value in them. For a company like Cox &
Kings, it is very much essential to make sure that it takes it seriously because it will lead
towards initiation of marketing planning process and the achievement of the objectives.
Therefore, the 7 P’s of marketing should be used by the companies in the right manner to
optimize their various types of processes and to bring the desired level of efficiency and
effectiveness in their marketing operations.

Marketing plan
A marketing plan helps in promotion of products and services in the business that meets
the needs of the target market (How to write your marketing plan, 2020). It can be used by Cox
& Kings so that they are able to plan appropriately for achievement of their marketing aims in
the future time period. The marketing plan of the company is as follows-
Particulars Details
Mission The mission of Cox & Kings is to provide
efficient services to the customers to meet their
travel needs and requirements.
KPIs KPIs refer to the Key Performance Indicators
(Pike, 2016). These indicators are quite useful
for any organization to make sure that it
achieves its goals and objectives. Cox & Kings
will make use of Financial KPIs like Cash
Flow Analysis, Ratio Analysis to track its
performance.
Buyer personas Cox & Kings will identify the different types
of customers in the market who can avail its
services. It will take into consideration the
various factors like age, sex, location, family
size, job title etc. to target its customers.
Content initiatives and strategies Cox & Kings will focus on use of interactive
content on its website and the use of attractive
advertisement strategies so that it can attract
the attention of the customers towards itself.
By doing this it aims to achieve its marketing
goals and objectives easily without problems
and issues.
Omissions Cox & Kings will make sure that its marketing
team only focuses on the relevant goals and
objectives to be achieved in the short-run and
the long-run. The marketing team will not
focus on overall financial requirements of the
business and the goals and objectives of the
other teams.
Marketing Budget
Particulars
Amount( In
Pounds)
Admin Exp.
£
80,000.00
Selling Exp.
£
120,000.00
Promotional Exp.
£
150,000.00
Content Exp.
£
50,000.00

Miscellaneous
Exp.
£
100,000.00
Total
£
500,000.00
Competitor analysis It is important for the organizations to analyze
their competition in the market (TOMA and
GRĂDINARU, 2018). Cox & Kings is
required to make effective strategies for the
following competitors in the market-
 London Travel Agency- It is an
established travel agency in London. It
has a substantial customer base and
therefore Cox & Kings needs to aim
provide much better services then it to
retain its customers.
 Dream World Travel U.K. - It is a
reputed travel agency in London. It
aims to best services to its clients in
terms of travel. Cox & Kings therefore
is required to make sure that it can
make a right strategy for the dealing
with the competition provided by the
company.
 Golden Travel Agency London- It is
also a reputed travel agency in London.
For dealing with the competition
provided by it Cox & King is required
to make sure that it provides the best
services to its customers.
 LST Travel Agency Ltd. - It is a travel
agency which operates in London. The
managers of Cox & Kings are required
to make a detailed strategy to deal with
the competition provided by it.
Outlining the contributors of plan The management of Cox & Kings needs to
make sure that it provides specific roles to the
different team members of the marketing team
which will lead to specialization, increased
efficiency and effectiveness as well as
productivity.
CONCLUSION
From the above report, it can be concluded that marketing as an activity is necessary for a
business. There are various roles and responsibilities of marketing as a function in an
organization. They relate to wider organizational context due to the interrelationship it shares

with other functional areas. Different tourism organizations can use marketing mix for initiating
marketing planning process and achieving objectives. Marketing plan can be framed by the
organizations to achieve the different types of marketing objectives of the organization. Thus
overall it is quite essential for attaining a strategic edge in the market over the competitors.

REFERENCES
Books and Journals:
Bao, H., 2018. Marketing of Tourism Services/Experiences'. The Emerald Handbook of
Entrepreneurship in Tourism, Travel and Hospitality. Emerald Publishing Limited. pp.261-275.
Dileep, M. R. and Mathew, V., 2017. Marketing of Tourism Industry: Enhancing Services
through Marketing Mix Elements. In Strategic Marketing Management and Tactics in the
Service Industry (pp. 304-329). IGI Global.
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 Research.
Jolliffe, L., 2016. Marketing culinary tourism experiences. The handbook of managing and
marketing tourism experiences. pp.363-378.
Othman, B. and et.al., 2019. The influences of service marketing mix on customer loyalty
towards Umrah travel agents: Evidence from Malaysia. Management Science Letters. 9(6).
pp.865-876.
Pappas, N., 2016. Marketing strategies, perceived risks, and consumer trust in online buying
behaviour. Journal of Retailing and Consumer Services. 29. pp.92-103.
Pappas, N., 2017. Effect of marketing activities, benefits, risks, confusion due to over-choice,
price, quality and consumer trust on online tourism purchasing. Journal of Marketing
Communications. 23(2). pp.195-218.
Pike, S. and Ives, C., 2018. The restructuring of New Zealand's Regional Tourism
Organisations. Journal of Destination Marketing & Management. 9. pp.371-373.
Pike, S. D., 2016. Destination Marketing Organizations–Research opportunities in an era of
uncertainty. In Book of Abstracts-6th international conference on tourism. International
Association for Tourism Policy (IATOUR).
TOMA, P. D. S. G. and GRĂDINARU, P. D. C., 2018. The Marketing Mix In A Luxury Hotel
Chain. Contemporary Economy Journal. 3(2). pp.84-90.
Online
How to write your marketing plan. 2020. [Online]. Available through:
<https://www.business.gov.au/Planning/Business-plans/How-to-write-your-marketing-plan>