Marketing Essentials for Travel and Tourism: Marriott Analysis Report

This report delves into the marketing essentials within the travel and tourism industry, using Marriott International as a central case study. It begins with an introduction to marketing, clarifying its broader scope beyond mere sales and advertising, and then explores the key roles and responsibilities of the marketing function, including market research, product offerings, and market planning. The report further examines how marketing integrates with other organizational functions like human resources and finance. A significant portion is dedicated to analyzing the elements of the marketing mix, comparing Marriott's strategies with those of TUI. The report concludes with a discussion of marketing plan development, providing a comprehensive overview of the practical application of marketing principles in a business environment.

Marketing Essentials
for Travel and Tourism

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Explain the key roles and responsibilities of the marketing function...............................3
P2 Discuss how roles and responsibilities of marketing relate to the wider organisational
context....................................................................................................................................5
TASK 2............................................................................................................................................7
P3. Elements of Marketing Mix.............................................................................................7
TASK 3..........................................................................................................................................10
P4. Development of a Marketing Plan.................................................................................10
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14
Books and Journals:..............................................................................................................14

INTRODUCTION
Marketing is the activities that done by the companies for promoting the buying and
selling of goods and services. Mostly times people didn't understand the meaning of marketing.
They thought that marketing is only sales techniques, publicity and advertising. This report
covers the actual meaning of marketing and their essentials in the market. It covers the purpose
of marketing that why the companies choose for marketing essentials. It includes the all 7Ps that
require for the comparing of the ways that tourism and travel companies used. It also covers the
marketing plan that give the help of practical applicability of marketing in the business
environment (Al-Nashmi and Almamary, 2017). For getting the best knowledge of marketing
essentials, it can be analysed with the help of Marriott International. Marriott is the company
founded in 1927 in US, it serves hospitality services to the customers. It is the international firm
that have 30 brands in all over the world. This report covers all important and relevant
information of marketing essentials with special reference to Marriott.
TASK 1
P1 Explain the key roles and responsibilities of the marketing function
Marketing is the process or activity that involves the promotion of goods and services for
the particular target market. Marketing is just not only the selling of the goods and services to the
customers. It is much beyond on that, It starts from the idea of selling the article and ends with
the transformation of one time customer to permanent customer (Cheng, Chan and Leung, 2018).
There are many marketing functions that should be performed by the marketing manager.
Marketing functions include marketing planning, selling , pricing, channel management and
promotions. Marriott is one of the top companies that serves hospitality services to the company.
They use best marketing tools and techniques for promotion of their hotels.

Marketing manager performs many functions that are explained below in the following
points:
 Market research:
It is the most important function that done by marketing manager. It include the
identification of threats and opportunities and identification of upcoming challenges. Market
research includes the identification of market trend that helps to the organisation updated.
Marriott is one of the organisation that do continue market search for capturing the market trends
that helps to give the suggestions to the organisation. It is the important function that mostly
done by the R&D department of the company. The main role of this function in the organisation
that it helps to update the organisation for upcoming trends and happenings that give impact on
the operations of business. Marriott's R&D department always search the market trends that
helps the organisation to identify the new methods and tools for attracting the customers for
accepting their hospitality services.
 Better products offerings:
Every organisation tries that introduce new product in the market so that they attract more
customers for achievement of organisation's goals and objectives. It is one of the important
function that performed by the Marriott's marketing manager to introduce or innovate the
products and services that served by the company (De Bruyn, A., and et. al., 2020). They always
updated their products and services so that they serve the best services to their customers.
 Market planning:
Marketing planning includes ascertaining objectives, goals, procedures and activities that
should be include in the process of planning. It include the selection of target markets, creation
of marketing budget, predetermination of sales and setting of marketing goals. This function is
performed by the marketing manager of Marriott that helps to predetermination of targets and
goals. Marriott performed this function very well as it served the best quality of goods and
services with the proper market planning. This function helps to attain or achieve the
organisational goals and objectives.
There are many more other functions that performed by the marketing manger of
Marriott, that plays significant role in the marketing. Some of them are mentioned below:
 Brand management:

It is the function that include the building and maintenance of brand name in the market.
Market function is not complete with the selling of article and serving of services to the
customers (Dietrich, T., Mulcahy, R. and Knox, K., 2018). It continue with the building of
goodwill in the market because it gives trust to the customers. Marriott is the brand name that
serves trust to the customers for their quality of services. They always try to maintain with the
application of best tools and techniques.
 Product development:
Product development is another important function that should be done by the companies.
It helps to invite more customers so that Marriott increase their sales and revenues. Marriott
perform this function through the innovation and improvisation of the product. It can be done
through the application of NPD process so that to accomplish the goals and objectives of the
companies. Product development is the key element of sustainable growth and success of the
business. Because it gives the new product in the new or existing market so that they increase
their profits and sales of the organisation. It is not the easy task, Marriott's marketing department
always try to introduce or improve their services so that they attract the customers for the
achievement of organisational goals and targets.
From the above discussion, it is analysed that Marriott perform all the functions very well
so that they achieve the targets and goals of the organisation. Marriott build their goodwill and
brand name with the help of proper application of marketing application by the company.
P2 Discuss how roles and responsibilities of marketing relate to the wider organisational context
Marketing function is the essential function that should be perform by the companies.
there are many more other marketing function that deal in the organisation. As it already defined
that marketing is much more then selling of the goods and services. It applies on all activities of
the business. According to the Peter Ducker, marketing should be seen as a business philosophy.
People thoughts that marketing is the function that perform by the marketing department, but it is
not right because it applies on other department also. There are many departments that apply
marketing function in it. Some of them are discussed below:
 Marketing and Human Resource:
Human resource is one of the important department that recruits or hires the personnel
and employees of organisation. Marketing relates to the HR department in such a way that HR is
the department that gives human resource to the marketing department for performing marketing

function. HR gives training and development programmes to the marketing persons so that they
performed very well in their field. Marriott's marketing persons get training and developments
programmes so that they use all tool sand techniques in the market for attracting the customers
through promotions of their products and services (Ferenczová and Józsa, 2018). Marketing
department identify marketing trends after that they give all relevant informations to the HR
department that which type of person needed for marketing function. Marketing is relate to the
HR department because it gives the personnel to the marketing department to perform all
marketing functions very well for the achievement of Marriott's goals and objectives.
 Marketing and Finance:
In finance function marketing is very important because it gives the relevant information
to the finance department so that they made marketing budgets. Marketing budgets include the
determination of amount that require for promotional tools such as advertising, publicity. etc.
Budgets are the road map that made by finance department so that marketing department can
takes decision according to the budgets. Marriott's finance department gives the budget to the
marketing department after that they decide the promotional tools used for the selling the goods
and services to the customers. Marketing department works according to the allocated budgets so
that they didn't get confused.
 Marketing and Sales:
Marketing in sales is very basic application, because marketing is done for the selling of
goods and services. The main objective of marketing is to sale the goods and services to the end
users. Marriott's perform marketing function because of the promotions of their services that they
serve. Marketing is doing for selling of products with the application of tools and techniques.
Marriott chooses best strategy for selling or serving their services to the customers. They
perform very well of this function, it is said because of their sales and revenues that they gain
from the serving of services to the end users. Sales is only depend on the use of marketing tools
and techniques such as promotional tools like advertising.
It is analysed from the above explanation that all other departments or functions of the
Marriott has the involvement of the marketing. Marketing applies in the function of HR in the
form that HR department serves the human resource to the marketing department. Finance
department gives the budget to the marketing department so that they get to know the amount
that used in the promotional tools. Marriott knows that marketing applies in the other function of

organisation (Gupta and Chokshi, 2020). Because of this factor they know roles and
responsibilities of each and every person in the organisation that helps to achieve the
organisational goals and objectives.
TASK 2
P3. Elements of Marketing Mix
Marketing essentials is a broader concept in which an organisation could combine its strategies,
prepare effective plan, formulate policies, and assist market growth. In this present context, Marriott and
TUI has refereed as a base organisation to put effective comparison accordance with the elements of
marketing mix.
ELEMENTS OF
MARKETING MIX
product
price
MARRIOTT
In context with Marriott, the
organisation provide ample of
services with the view to
maintain standards, enhance
lifestyle of customers by
providing quality product and
services by setting luxurious
services providing classic,
deluxe, premium rooms as per
the customers requirement.
Marriott provides high pricing
strategies. As they provide high
quality services to attract rich
sections of individuals, the
TUI
In context with this company,
TUI provides various tourism
packages with discounted
offers by maintaining its
diversification strategies.
Which enables customers
variety of options, and
enhance effective functions in
an organisation. The company
provides services like holiday
packages, dining, cocktail and
many more.
TUI promotes several
strategies under its pricing
policies, it sets premium,
psychological, and bundle

Place
promotion
prices are set accordance with
the luxurious items and
packages (Kaimba, Muendo
and Mithöfer, 2020). These
services proves to be expensive
for middle class customers and
it require high standard of
living.
In context with Marriott, it has
worldwide approach with
approx 5700 properties. It sets
its outlet in prime locations for
customers convenience also via
online services. Hence, this
enables more customers
engagement results in high
competitive edge in the market.
In context with Marriott, it has
its brand reputation and
worldwide goodwill through
which they target their audience
by its goodwill itself. On the
other hand, online platforms
and mouth publicity are also
effectively results in promotion.
pricing methods as per the
requirement of customers,
through which it achieve
targeted customers by
rendering enamours sales.
In context with TUI, it
provide services through two
segments. One through the
outlets for tours and travel
packages. And other is
through their websites or
social belongings. Where
customers can get their
expected products in one
click.
TUI engage their product and
services in to various
platforms through radio,
newspapers, articles, and
many more. Nowadays, it
uses more of other social
platforms such as digital sites,
and online booking apps and
much more.
TUI engage their employees

People
process
Physical Evidence
There are enormous people
engaged with Marriott as it has
worldwide approach, has
emerged well qualified
employees which serve
innovative and creative ideas in
order to attract customers with
their satisfaction aspect (Ketter,
2018).
Marriott used several process in
its organisation, and
management promotes its
function by setting objective
goals with the main aim to
achieve target audience.
Marketing could be best done
by taking customers feedback
and reviews in order to make
changes where required (Zietek,
2016).
Physical evidence sets image of
the company in the market
through setting their websites,
videos, images and other
pamphlets through which
people get to know about their
offerings.
and other mangers to be well
proper trained by attaining
on-the job training methods
and also by providing
employees benefits and
rewards to them.
In respect with TUI, it
develop process by engaging
and decentralizing various
departments and as quality
maintenance, people
engagement, store
management. This assist as a
path towards proper
management function.
TUI has unique user friendly
website and attractive product
discounts and offers which
easily can get customers
attention and promotes high
growth.

TASK 3
P4. Development of a Marketing Plan.
Marketing plan is a detailed description of marketing strategies, marketing concepts and
techniques which promotes an organisation to make its best to its extent. Also it shows the influence of
market competitors and consumer demand. An effective marketing plan leads to the organisational to
achieve its prospects, diversification of product and involves new concepts and features into consideration
(Layton and Duffy, 2018). In the context with Marriott, its operations and objective is to render services
and aware general public about their offerings. In this respect, Marriott has its objective to attain its online
growth through promoting its sites and other platforms. Its current objective is to increase their sales by
20% via social platforms. For this instance, effective marketing strategies is going to be discussed here.
Strategic Objectives:
Apart from the sales objectives, there are other goals that needs to be achieve by the Marriott in
order to achieve competitive edge and target audience towards their product and services. some of thee
essential objectives are as follows: with the help of this objective, managers of Marriott could able to increase its sales by 20% by
promoting new strategies. Also, Marriott enhance their profitability by 10% with the view to their social branding and
enhancing it through other google application by which customers can reach directly towards
their outlets.
Offerings:
It has been observed that, Marriott has offering various customers services by settings
departments to luxurious, decent, classic rooms as per the need of consumers. Also good dining and
cocktail services has been provided throughout into their outlet (Nicksic and et. al., 2017). With the view
to achieve its high sales target, Marriott is offering online services indulging with various sites and
videos, in which they provide information regarding new offers and prices level, which automatically sets
customers to enjoy their services and retain customer satisfaction.
STP Model:

It is termed as one of the crucial and significant model to target number of customer by setting an
area of field in which an organisation set their standards by choosing appropriate market. In this context,
Marriott must approach STP model which are discussed below:
Segmentation: In this segment, market are divided into two characteristics described below: Geographical: In this segment, the targets are based on the geographical area of location such
as local or united areas (Sajid, 2016)
1. Demographical: In this segment, managers need to focus on aspects of society values which
include income, gender, age groups in the communities and target are must be set according to
the requirement of society.
Targeting: this segment considers where the company has to target its market. The management
of Marriott is categorised to target urban people who have large income group which includes families,
youth.
Positioning: This elements includes name and image of the company, that has created by
shareholders or investors. Which directly influence on goodwill of the company. Marriott set its
positioning through online websites or social apps which provide online booking services.
Swot Analysis
Swot Analysis can be defined as a systematic method which helps the organisation to
analyse its internal environment. It involves identification of strengths, weaknesses, threats and
opportunities and analyses of how these elements effect the functioning of the organization.
STRENGTH
Presence across world: - Marriott is a global organisation. It is a popular name in the
hotel industry. It is scattered in 122 countries across the world.
Focus on Innovation: - Marriott biggest strength lies in its innovation strategies.
Innovation boosts the market position of the organisation and also helps to reduce waste and
costs. Innovation is one of the elements through which an organisation can achieve its goals
effectively and efficiently (Nufer, 2016).
WEAKNESS
Excessive focus on Expansion: - One of the weaknesses of Marriott is that it
aggressively focusses on expansion which in turn effects the service quality and standards of the
organisation in the long run.

Image Concerns: - In the recent past, Marriott has been indulged in a lot of issues and
controversies. These controversies have had adverse effects on the image and goodwill of the
organisation.
OPPORTUNITIES
Extensive focus on Consumer Behaviour: - Marriott can capitalise on Consumer
Behaviour by satisfying the needs of the consumers (Pop, 2017). Nowadays consumers prefer rich
and luxurious experience and if the organisation is able to provide them with the same, it may
increase organisations profit and also lead to growth and development of the organisation in the
future.
Customization and Personalization: - Through customization and personalization
Marriott can attract more customers. In today's scenario customers are ready to pay more if the
services are customized and personalized as per their choice.
THREATS
Competition: - There is a huge competition within hotel industry. Every organisation is
trying to deliver its best services in order to attract more and more customers. Marriott needs to
identify its competitors and should try to gain a competitive advantage over them.
Impact of Covid-19: - Covid-19 has majorly impacted hospitality business all across the world.
Many big organisations have been shut due to prevailing increase in the Covid-19 cases. Marriott has also
missed out on huge revenues due to Covid-19.
Marketing mix: It is one of the vital and essential component for an organisation to set strategies and and
prevent competition flow in the industry. Marriott management team considers three elements discussed
below: product: presently, Marriott organisation uses innovative technology to in products and services
which satisfy needs of the consumers. Price: services provided by online platforms or via visible outlet, Marriott set their pricing as per
their norms of standards (Pant and Rastogi, 2018).
 Place: in this context, Marriott could have use user friendly mobile services which can be
affordable for every income group.

 Promotion: Marriott uses promotion through shareholders or other digital sources also via
customer feedback.
Marketing Budget:
PARTICULARS I II III IV V
Start-Up funds 5700 12000 13450 13070 18140
Investment 4500 7900 5800 4405 8600
TOTAL 10200 19900 19250 17495 26776
MARKETING
OUTLAY
Promotion 7550 8800 7900 13700 13860
Publicity 7800 12000 10000 10500 12400
TOTAL 15350 20800 17900 23200 26260
CONCLUSION
From the above report, it is well concluded , marketing essential plays an vital roles for
comparing performance of two organisation with the view to achieve huge market share. In this
respect, STP model sets targets and enables a path where to go and how to go to achieve
targeted objective. Marketing mix provides segments in which area an organisation has to work
on.

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