Report: Marketing Essentials for Travel and Tourism - Palmair Company

This report provides a comprehensive analysis of Palmair, a British tour operator, focusing on marketing essentials within the travel and tourism industry. It begins by defining marketing concepts and outlining the key roles and responsibilities of the marketing function, emphasizing its interrelation with other functional units such as HR and finance. The report then compares Palmair's marketing mix with competitors like Cosmos Holidays, analyzing product, price, place, and promotion strategies. It explores different tactics for achieving business objectives, including discounts and offers. Furthermore, the report details a strategic marketing plan for Palmair, including an executive summary, vision, mission, objectives, STP (Segmentation, Targeting, Positioning) analysis, SWOT and PESTLE analyses, and the application of the marketing mix (4Ps). The report also addresses market segmentation and targeting strategies. The report aims to provide a thorough understanding of marketing principles and their application within the travel and tourism sector, specifically for the Palmair company.

Marketing Essentials for Travel and
Tourism

Table of Contents
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
Marketing concept and key roles and responsibilities of the marketing function ......................3
Roles and responsibilities of marketing in travel and tourism organization ..............................4
Significance of interrelationships between marketing and other functional units ....................4
Critical analysis of key elements of the marketing function and its interrelation with other
functional units ..........................................................................................................................5
LO2 .................................................................................................................................................6
Comparison between marketing mix of different organization .................................................6
Different tactics that will be applied for achieving business objectives ....................................7
LO3..................................................................................................................................................7
Marketing plan............................................................................................................................7
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is defined as the term that emphasize on selling and buying of products for the
purpose of earning profit in the future (Mishra and Modi, 2016). Different promotional strategies
adopted such as advertising, personal selling that help in promoting product into marketplace.
Present study based upon Palmair company. It is a British tour operator that provide
different services in Bournemouth, United Kingdom.
Report emphasized on marketing concepts and key roles and responsibilities of marketing
function within an organization. It includes interrelation between marketing and other functional
units and its key elements. Furthermore, it includes marketing mix and comparison with other
similar organization for the purpose to achieve marketing objectives. It emphasized on strategic
marketing plan that enable in achieving 7Ps of overall marketing objectives.
LO1
Marketing concept and key roles and responsibilities of the marketing function
Marketing can be defined as the process of performing different activities and
involvement of various processes that offer exchanging of goods and services and providing
value to consumers. There are different marketing concepts such as production, product, selling,
marketing and societal marketing concept (Kozlenkova and et.al., 2015) As production concept
focuses on improving productivity as well as efficiency of doing work in Palmair company.
Product concept on the other hand help in improving quality and making different marketing
strategies for the future. Selling concept help in providing increase in sales and maintaining
effective customer relationship for the future. Henceforth, marketing concept help in achieving
goals and earning profits for the future.
Roles of marketing function
Meeting needs and wants of consumers is the role of marketing function that help in
doing strategic planning in business and achieving objectives of the company. Another role is to
maintain customer retention so that help in increasing sales as well as profitability for the future.
It is also an important role ensuring that providing better offerings to consumers that help in
attracting more consumers towards the company. Similarly, economic growth also help in
increasing demand in the market and provide different opportunities for the future.
Responsibilities of marketing function

Gathering and analysing market information is the responsibility of marketing department
in satisfying customer needs and expectations. Setting marketing strategy that help in providing
overall objective of the company in achieving goals and objectives for the future. It is
responsible for analysing internal and external product development that help in enhancing
business operations (Bai and Chang, 2015) They are also responsible for packaging and labelling
of product that help in involving various aspect for the future. Branding is another concept that
help in improving market share for the future. Therefore, marketing department is responsible for
above following activities that will be followed in the company.
Roles and responsibilities of marketing in travel and tourism organization
Roles of marketing
Marketing help in enhancing important role as maintaining relationship between
consumers and the offerings that will be provided to the market. It also helps in maintaining
brand value in the market as it emphasize in providing greater aspects in the future.
Responsibilities of marketing
The main responsibilities of marketing is to listening to customers needs that help in
fulfilling their needs and wants. This also help in coordinating with other companies in the
market that provide different aspect. Promoting products and services through different strategies
that help in achieving objectives of Palmair. They are also responsible for making strategic
marketing planning that develop various platforms in gaining future aspects in business. It also
involves communication, product development, and enhancing business for achieving goals.
Significance of interrelationships between marketing and other functional units
There are different departments in Palmair that are interlinked with each other such as
human resource management, operations, sales and distribution etc.
Interrelationship between marketing and human resource department :- Marketing is
related to branding and communicating with audience for promoting products and services in the
market. On the other hand, human resource management provide value to the company and
enhancing business operations. As marketing department of Palmair depend on human resource
for promoting product into the market as for organizing campaigns and advertisement in the
market. In contrary human resource depend on marketing department for the purpose of branding
and increasing value of product in the marketplace (Kotler and et. al., 2015). For example: For
promoting product into the market different strategies will be followed that help in providing

effective use of resources and gaining changes in enhancing business operations. Marketing
department have to depend on human resource for doing promotional activities of Palmair as
organizing campaigns for the future.
Interrelation between marketing and finance department:- They both are interlinked with
each other and they are two pillars of the organization without them Palmair cannot run its
operation properly. Marketing depends for money on finance that will be needed for promoting
product and services into the marketplace. On the other hand, finance department depend on
marketing as strategic planning will be done by them so that it help in increasing sales as well as
profitability for the future (Bhatt, and Gupta,2018). For example: In Palmair marketing is
depended on finance department for promoting its services into the market money is required for
enhancing these strategies into business. On the other hand, finance department depend for
increasing sales and attracting more customers towards the company.
Interrelation between marketing sales and distribution:- Marketing set a strategy to sale
product into the market for the purpose of gaining larger market share. On the other hand, Sales
and distribution will be done after doing promotion of product by marketing department. This
help in enhancing business for the future course of action. It is important in providing different
aspect that help in increasing sales (Armstrong and et. al., 2018). Marketing is responsible for
improving brand value and enhancing relation with consumers in the market. For example: In
Palmair marketing department is responsible for promoting services into the market that enhance
different activities and providing various perspective for the future. On the other hand, sales and
distribution is responsible for selling product into the market and enhancing business operations.
Critical analysis of key elements of the marketing function and its interrelation with other
functional units
There are four elements in marketing that include research, strategy, planning and tactics.
Research play an important role for Palmair for determining needs and expectation of
consumers . This is related to marketing unit as before introducing new product into the market it
is essential for doing research that help in involving various aspect for the future. Research plays
an important role in business for conducting effective use of resources and help in satisfying
needs and wants of customers. Other element is strategy that help in meeting vision and mission
of the company. There are various changes that help in evaluating possibilities of providing
different consideration and interlinking with different functional unit in travel and tourism

industry. Making strategy help in evaluating different aspect and gaining effective change that
provide utilization of resources in effective manner (Mohammad, 2015). Planning is another
element that emphasize on providing effective services to customers that are serving travel and
tourism as it is interlinked with marketing department that help in increasing sales and
profitability for the future.
LO2
Comparison between marketing mix of different organization
Marketing mix is the term that consist of four elements such as product, price, place and
promotion. This is an important marketing tool that help in influencing consumers to buy product
and services for the future.
Elements Palmair Cosmos Holidays
Product This provide various services
to customers such as
accommodation, transportation
facility and lodging.
This provide services such as
Fooding and lodging and room
services that help in catering
needs and wants of consumers.
Price It is using penetration pricing
strategy for providing effective
product to
It uses pricing skimming
strategy for enhancing its
operations for the future.
Place It operating its business
through online as well as
offline store and enhancing
business (Pride and Ferrell,
2016).
It is operating through online
stores and facilitate in
providing different aspects for
the future.
Promotion It promotes its product and
services through social media
marketing such as promoting
through various applications in
business ,
It promotes its product by
showing advertisement on
television, newspaper and by
templates (JAIN, 2017).
Physical evidence It is providing effective This is providing its services

structure to consumers that
help in maintaining effective
use of resources.
online so it does not have
physical infrastructure as all
work is operated through
website.
Process This is using standard process
into the company that help in
communicating with
consumers easily (Sajid,
2016) .
In this non-standard process
will be used by company for
enhancing business operations
for the future.
People In this employees, managers
are people that are involved in
business operations.
In this workers are involved in
business for the future
operations.
Different tactics that will be applied for achieving business objectives
Different tactics that will be followed under marketing mix variables for achieving
business objectives includes discounts, offers to consumers that help them in attracting towards
the company (Arendt and Allain, 2019) These help in increasing sales as well as profitability for
the future. As providing products on less price to consumers that help in increasing productivity
as well as profitability for gaining competitive advantage in the market.
LO3
Marketing plan
The marketing plan refers to a document which involves developing a marketing strategy for the
growth and development f the business. Here is a marketing plan for Palmair discussed in the
following connected point-
Executive summary
The current marketing plan discusses the company adopting to different discount policies
and schemes to attract more of the consumers. For this company is planning to provide its
consumers with more attractive offers like providing customize services, special 3 nights and 4
days offers. For this the company has identifies some objective and then with help of STP will

target and position it in the market. Further it has carried on the SWOT and PESTLE analysis of
the ideas to know its viability. Next marketing mix that is 4 P’s of marketing are applied and
then the budget is prepared to estimate the expenses involved in the new services.
Vision, mission and objective
Vision- the vision of Palmair is to go further to make the dreams of travelling come true for the
consumers and to satisfy the needs of the consumers.
Mission- the mission of Palmair is to treat its consumers at their heart and to make the make the
customers happy at any cost.
Marketing objective
 To enter into the market with customize service for the consumer to increase profit by 20
% till 2020. To increase the market share by 25 % by providing exciting and thrilling packages for the
young mass till 2021.
STP
Element Description
Segmentation It refers to as dividing the consumers in
accordance with some common characteristics
such as psychographic, demographic,
behavioural and many other sectors. The
segmentation strategy used by Palmair is
mostly psychographic as it is based in the
attitudes and values of the consumers.
Targeting This refers to as the selection of some
particular type of consumer and to target only
them. Here the main target of Palmair is on the
young mass of the population. It is because of
the reason that they are more interested in
going on exciting and thrilling tours and trips.
Positioning Positioning refers to as the perception of the
target market for the product or the services.
For this Palmair is using the method of online

website. For this it has created a website and all
the information relating to both the new
services are provided on these websites.
SWOT
Elements Description
Strength The major strength of this company is that it
has a global presence all over the world. This
helps the company in marketing for its two new
objectives.
Weakness The major weakness for this new innovation is
that it mainly focuses on the young mass of the
population and not pays much attention on the
other consumer groups present in that region.
Opportunity The recent trend of thrill and exciting travelling
is the major opportunity for the company as it
is coming with that idea only.
There is also an opportunity for the company to
go for green tourism or eco- tourism as it is a
recent trend going within the market.
Threat The major threat for Palmair is that there is
much competition in the tourism industry
which impacts the sales of the company.
PESTLE
Elements Description
Political factor These includes the changes taking place within
the political sector. the recent change that is
reduction in the tax rate is beneficial for the
company as they have to pay less taxes and can
invest that money in other business activities.

Economic factor This refers to the changes taking place in the
economy of the country and the impact of these
changes on the working of the business.
Currently there is a situation of deflation and
this is beneficial for the company as the general
price level is low and more of the traveller will
plan to travel (Aithal, Shailashree and Kumar,
2016).
Social factor These factors relate with the attitude, beliefs,
thoughts and behaviour of the consumers
towards the products and services of the
company. Here the preferences of the consumer
are in favour of the exciting travelling and the
eco- tourism. Therefore, the idea of Palmair of
organizing a thrilling travel will be a success
because it is much preferred by the consumers.
Technological factor This refers to as the latest techniques and
methods coming in the technological sector.
This is a sector which involves most of the
changes and if the company not adapts to these
changes then the company and its techniques of
the company will become obsolete. Here the
latest technique is of social media marketing
which help the company in marketing its
product and services with help of social media.
This is because of the reason that this technique
is cost effective and covers a large portion of
consumer.
Legal factor This includes the laws and rules and
regulations applicable on the working of the
business. The laws are necessary for the

company to comply with because if the
company nor follows the laws and regulations
then the company will not be liked by the
consumers. Therefore, because of this reason it
is very necessary for the Palmair to follow all
the rules and laws. For this the company
displays all the information of the different
packages in the official website of the
company.
Environmental factor In the modern era, this is also treated as a main
factor which impact the business and its
working (Walsh, Bhagavatheeswaran and
Roma, 2019). This is because of the reason that
there is much importance of corporate social
responsibility and sustainability. Therefore, it
is of utmost importance for Palmair to follow
the guidelines of CSR and sustainability
applicable in that country.
Marketing mix
Elements Description
Product The product refers to as the things in which the
company deals or is bringing in new or
innovating products or services (Dolnicar,
Grün and Leisch, 2018). The new product
which Palmair is innovating are the providing
of customized services to the consumer and the
new packages specially designed for the young
mass of the population.
Price The price refers to as the amount of money
charged from the consumers in exchange of the

products or the services provided to them. The
pricing strategy used by Palmair for the two
new services is penetrating pricing methods.
This method is more preferred by the company
because it helps in covering a large market with
low prices and then if there is increase in the
price then also the consumer will like the
services.
Place Place refers to as the place from where the
company will provide its services to the
consumers. Palmair uses both the places that is
physical store and the online store for the
convenience of the consumers.
Promotion This refers to as the ways of promoting the
goods and services in the market so that the
consumers get the knowledge of the products
and services. The promotional techniques used
by Palmair is social media marketing (Fan, Lau
and Zhao, 2015). This is used by the company
because it covers a large market with little cost
involvement.
Marketing programme
Programme Channel Time
Direct program E-mail 1 month
Digital program Social media 1.5 month
Commercial program Television and magazines 2 weeks
Marketing budget
Marketing channel Cost
E-mail £50