Marketing Essentials for Travel and Tourism: Roles, Mix, Plan Analysis

This report provides a detailed analysis of marketing essentials within the travel and tourism industry. It begins by outlining the key roles and responsibilities of marketing functions, such as market information, planning, advertisement, product design, pricing, distribution, and customer service, using Audley Travel as a case study. The report then analyzes how these marketing roles relate to the wider organizational context, including human resource management, IT, finance, and sales. A comparative analysis of marketing mix strategies between Audley Travel and TUI Group is presented, focusing on product, price, place, and promotion. Furthermore, the report includes the development of a basic marketing plan for a travel and tourism company, outlining strategies to meet marketing objectives. Overall, the report offers a comprehensive overview of marketing principles and their application within the travel and tourism sector.

Marketing Essentials
for Travel and Tourism

Table of Contents
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................1
Task 1...............................................................................................................................................1
P1 Key roles and responsibilities of marketing function.............................................................1
M1 Analyse the roles and responsibilities of marketing in the context of the marketing
environment.................................................................................................................................3
P2 How marketing roles and responsibilities of marketing relate to wider organisational
context..........................................................................................................................................3
M2 Interrelationships between marketing and other functional units within a selected tourism 4
Task 2...............................................................................................................................................5
P3 Compare the ways in which different tourism organisation apply marketing mix to
marketing planning process to achieve objectives.......................................................................5
M3 Tactics applied by travel and tourism organisations to demonstrate how business
objectives are achieved................................................................................................................7
Task 3...............................................................................................................................................7
P4 A basic marketing plan for travel and tourism company to meet with marketing objectives 7
M4 Produce a detailed, coherent evidence-based marketing plan for an organisation..............11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
In business environment travel and tourism company are growing faster and they are
increasing number of customers by providing different services. This organisation is making
profits by using marketing activities that is important to grow and develop the business.
Whenever there is needs of introducing new services and tour packages marketing activities are
uses by organisation that helps to increase the organisational productivity and profitability
(Ghimire, 2015). Marketing is the activity uses by managers in order to inform people and
encourage the customers to buy products. To understand about this, Audley Travel has been
selected that is UK based organisation providing tour packages and travelling services to
customers. This organisation is increasing sales by attracting customers and selling them
services. Topics are covered in report are role and functions of marketing, marketing mix,
business plan and interrelation between marketing and other functions.
Task 1
P1 Key roles and responsibilities of marketing function
Marketing is the activity, adopted by all organisation in order to inform people, attracting
customers and delivering the products and services. Different types of products and services are
provided to people as per their demand that make feel good to customers. Organisation should
offer variety of products that can satisfy the people by delivering the best services. Audley
Travel company is using marketing and advertisement that influence customers and maintain the
high performance. Different functions, roles and responsibilities are performed by such
corporation that are as stated:
Market information – Information is needed for everyone that attracts customers
regarding particular products and services. If a person is needed specific products then it should
analysis the market that can help to select the best products. Marketing is the act that is
performed by management in order to provide an information to people. In Audley Travel,
marketing manager play role and responsibility by providing information regarding tour
packages and services at different destination that helps to increase the performance (Hall,
Prayag and Amore, 2017).
Marketing planning – Planning is the activity that is perform by management in order to
attain the decided goals and objectives. It is needed at every place that increases business
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activities and maintaining profits. In Audley travel, executive’s role is planner that can complete
the task in certain period and fill the gaps for managing the effectiveness.
Advertisement – An activity, that is related to advertisement for giving information and
increasing the brand image of organisation by providing products and services. Customers make
decision to buy the products. The manager of Audley Travel company is playing role of
advertiser who uses different sources to advertise their specific tour packages (Zhang and Cole,
2016).
Product design and development – This refers as designs and development which applied
on products in order to attracts and carry easily for customers that helps to increase the business
performance. In Audley Travel company number of people are working collectively who design
products and services as per customer demand and deliver quality of service. They perform all
functions properly and increase the number of customers.
Pricing – Most of the customers can reject their decision due to change in prices of products
and services that affects the business negatively. A organisation should set the reasonable prices
of their services which they are going to provide that can help to attracts the customers and make
right business decisions. In context to Audley Travel company, tour operator’s is to decide the
prices that are going to charge from customers for providing them travelling services. They are
responsible to set the right cost of tour according to destination that can influence customers to
make decisions (Hamarneh and Jeřábek, 2018).
Distribution of products and services – This function make satisfied customers to
distribute the products and services in wider range so they can manage activities, increase
customers and maintain the brand image. The managers in chosen organisation is understand
their role and responsibilities for doing well that increase business effectiveness. They manage
all activities by distributing the tour services at different place and destination which increases
number of customers (Smolčić Jurdana and Soldić Frleta, 2017).
Customer services – Companies knows that their business is depends on customers so they
should be provide products as per their wants that can make satisfied customers and deliver the
best quality of services. Audley Travel is using this function where customer service
department’s role to listen query and provide instant solution, bring changes and retain their
customers continuously that increases profits. In other words, such company is able to solve the
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customer’s problems regarding tour packages and destination attracts customers to make right
business decisions.
M1 Analyse the roles and responsibilities of marketing in the context of the marketing
environment
The managers of corporation are analysing the market and environment that can help to
understand the needs of organisation and fill them which helps to increase the business
environment and brand image. In Audley Travel company managers are playing roles and
responsibilities which increases business performance and attain the business goals. The
managers are playing functions of advertisement, distribution, pricing, promotion, customer
service and other functions which are played by managers in order to run business and increase
the production in business environment (Hoang, 2016).
P2 How marketing roles and responsibilities of marketing relate to wider organisational context
Roles and responsibilities are defined as duties that needs to be perform for the ordering of
completing task and fill the needs. Employees who are working in organisation should be
allocated duties to them so they can manage the activities and improve business performance.
People are having different skills and talent that uses to perform the roles and functions
effectively so business can be run properly and increase the productivity. In context to Audley
Travel company managers are playing role and responsibilities that are defined:
Marketing with HRM – Human resource management is those department which is
perform different functions such as formulation of policies, recruitment and identifying the needs
of employees so they can feel good and managing the activities. Marketing function is uses to
perform all activities such as attracting, advertisement and informing that uses to provide the
right information and get completion of task in certain time. In Audley HR manager and
marketing manager are performing different roles as HRM manager identify the vacancy in
marketing recruit employees by analysing their skills and select the best employees who can
perform all functions appropriately. This attracts customers by providing information regarding
new tour packages and deliver the best quality of services that make easy working and improve
business performance.
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Marketing with IT – IT referred as information technology that uses by organisation in
order to provide products and a service according that can attracts customers. As technology is
changing day by day that can helps to maintain the profitability by delivering best quality of
products with the help of new products. Marketing is wider term that uses by people for
analysing the needs of people and current trend so products can be provided accordingly. Audley
Travel and tourism company is using IT and marketing in which managers are playing role as
they analysis the current trend in tour packages as what is desire of customers and how it can
affects the business. Therefore, marketing function is related to marketing that increases business
performance (Hurriyati, 2015).
Finance with marketing – Finance is the needed functions that is required to perform the
all activities, adopting new technology, managing administrating, preparing budgets etc. all are
possible through finance that helps to complete the task in certain time. Marketing is related with
finance as this fill the needs and managing the activities that can help to increase the business
performance. In Audley travel company, both functions are related to each other that can help to
play all roles and responsibilities in corporation and fill the requirements that maintain the high
productivity (Premilovac, 2014).
Selling with marketing – Sale and marketing are relatively term that fill each other needs.
The aim of organisation can be complete in relation to increasing sales that is possible through
marketing function which helps to maintain the good performance. Both functions are
interrelated as marketing function inform people regarding products and services. In context to
Audley Travel marketing manager share the information whenever they introduce new tour
package to travellers who wants to visit the places that can help to increase the performance.
Selling department is performing functions by completing targets and attaining the business
goals which they decided and manage the performance (Kubanska, 2017).
M2 Interrelationships between marketing and other functional units within a selected tourism
Organisation
Interrelations between different functions such as HRM, marketing, finance, sales and IT
department that can helps to increase the business performance and increase profitability. IT
department is uses to provide new products and services in Audley Travel company in relation to
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tour services that can help to maintain the high profits. HRM department is uses to recruit the
employees and marketing functions provide information to customers that can help to make right
business decision and encourage customers to buy the products (Linden and Linden, 2017).
Task 2
P3 Compare the ways in which different tourism organisation apply marketing mix to marketing
planning process to achieve objectives
Marketing mix is defined as combination of different elements that arises in business
organisation which can help to maintain the high performance. The managers of organisation
should deliver best quality of products and services so they can manage the activities and retain
the customers. In context to Audley Travel marketing mix is compared with TUI gro0up that is
defined below:
Marketing Mix Audley Travel company TUI group
Product This is tour operator company
that is providing different types
of tour packages by segmenting
the people according to different
market group. Travelling
services and tour packages are
consider as important products
of organisation.
In travel and tourism industry this
organisation is managing the
business performance by offering
different tour packages as per
customer requirement that attracts
customers and perform functions.
Price In pricing strategy, competitive
strategy is adopted by
management that attracts
customers and deliver them best
services at reasonable cost.
Managers compare with others
and decide the cost of tour
packages that is affordable.
This organisation is adopting price
penetration strategy that helps to
attracts those customers who are
demand high quality of services and
tour packages at different prices.
They make decision regarding
prices of products and services,
provided to customers and increase
the productivity.
Place This refers as particular place This is largest organisation that is
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from where products and
services can be provided to
customers. The management of
Audley Travel company are
arranging travelling services for
more than 80 destination
according to climate which
attracts customers and make
right decisions.
providing the travelling services at
more than 500 location and
destination that influence customers
and provide the better quality of
experience. They make happy
journey of people who wants to
travel and spend their holidays.
Promotion For promoting their tour services
and informing new packages
management of such
organisation is using social
media, print media, websites,
personal application, face book
etc. that uses to promote the
services and increase the good
performance.
Marketing activities, online
marketing, social media, pring
media, Personal application,
magazines, campaign are
promotional techniques that
increases business performance by
increasing sales (Maher, 2019).
People People who are working in
organisation are marketing
manager, tour operator, loyal
customers, cleaning department,
HRM, finance manager, budget
executive and other profiles are
performed by management that
helps in workings and managing
the performance.
In TUI Group, different people are
working as finance manage, HRM,
front office, budget executive and
other people who understand their
roles and responsibilities in order to
complete the task effectively.
Process This adopt an online process
which is uses by customer to sell
the destination and booking for
tour which suits them helps to
The optimum process of TUI is tour
operating online process that
organises by management through
online sites and system which make
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increase the number of
customers. This targets potential
customers by providing different
services.
easy way for customers to select the
best one.
Physical evidence As tour packages and services
are introduced by management
are using online portals, logo and
brand image that enhance the
business profitability.
TUI is multination organisation that
arrange and introduce packages in
distinct colour according to
destination which become easy for
customers to buy the products and
services.
M3 Tactics applied by travel and tourism organisations to demonstrate how business objectives
are achieved
Tactics are the strategic plans of organisation that demonstrated by management in order
to deliver the best quality of products and services. This make easy working and completion of
task so goals and objectives can be attained in certain period. In Audley Travel company,
marketing mix is considered as a tactics which uses by management in order to compare with
other organisation and make right business decision that attracts customers and increase the
performance. Different organisations are using strategies that uses to make easy availability of
products and increase the performance (Mason, Gos and Moretti, 2016).
Task 3
P4 A basic marketing plan for travel and tourism company to meet with marketing objectives
In business organisation, all activities are required that helps in working and increases the
business performance by making plans. This is important for corporation to make plans and
operate the business successfully. If a person is having good knowledge and skills than it can
operate a business efficaciously that increases productivity in competitive business environment.
This is challenging point for organisation to manage the performance and increase performance.
In other words, marketing plan is an operational activity that uses by people for the purpose of
running business and becoming a leading company (Matura and Mapira, 2018). They uses
marketing activities and advertisement which can generate the higher profits. The managers of
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Audley Travel is larger size travelling company that is providing different services to customers
as per their demand which helps to increase the business productivity. Managers have special
knowledge and skills that uses to make effective planning and strategies to introduce something
and increase the productivity. This can help to maintain the good performance in competitive
business environment and deliver best quality of services. The managers of such corporation is
playing crucial role and responsibilities which helps to maintain the brand image by delivering
best quality of services. For example, Audley Travel’s managers are making a plan for increasing
brand image by attracting customers and introducing new services that is tour packages at low
cost with range of facilities that will attracts the customers and increase business performance.
This also helps to managing all activities and increasing profitability (Matthews, 2014). For
increasing brand image and expansion of Audley Travel a marketing plan is prepared by
managers and executive that ar as explained:
Executive summary Audley Travel is UK based tour operator company that make
special and safe customer’s journey by providing safety and
using reasonable that can by customers easily. The am of
organisation to be largest travelling and tour operating com[ay
by entering in to international market that can help to increase
the organisational productivity.
Mission To produce a range of travelling services and tour packages for
customers that can help to increase the business performance in
competitive business environment.
Vision Vision are the long term goals of organisation which are made
by owners to get the top position of business. Audley Travel’s
vision is to increase the customers with exceptional customer
service. To create the global presence by providing travelling
services.
Values To create special experience people to make remember, bring
customer’s passion for travel to work, to deliver best quality of
services in travelling company.
Objectives To increase the number tour packages as per customer’s
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demand.
To arrange trips to more than 80 destinations throughout the
world and across each continent.
To increase the profitability up to 2022.
To provide a safe journey and tour packages for customers.
To deliver best quality of services and increase efficiency ratio.
To face competition and capture 60% market share within
2022.
To become a leading corporation in tour operating company.
Strategies Audley travelling company is tour operator organisation that is
managing the performance and increasing profitability by
delivering best quality of services. Strategies which are
formulated by management that are as defined:
Product: The products and services which are provided by
organisation that are tour packages and travelling services by
identifying customer needs and wants.
Price : This organisation is selling the services by adopting the
competitive pricing strategy that will help to attracts the
customers and provide competitive advantages.
Place – Company is providing the travelling services
approximately 70-80 destination according to climate that
helps to manage the operations.
Promotion – To attracts the customers is main activity of
organisation that uses different resources to inform customers.
Audley Travel company is selling the services by using social
medial, magazine, newspapers, celebrity adds etc. that provide
right information and increase the performance.
Physical evidence – Different colour of tour packages
according to destination, proper infrastructure, all other
services that are provided to customers and make feel them
good (Negri and Vigolo, 2015).
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