Marketing Essentials for Travel and Tourism

This report delves into the marketing essentials for Insight Vacations, a travel and tourism company. It covers the roles and responsibilities of the marketing function, examines the marketing mix applied by tourism companies, and presents a comprehensive marketing plan aimed at achieving the company's objectives. The report highlights the importance of understanding customer needs, the interplay between marketing and other departments, and the strategic application of marketing principles to enhance customer satisfaction and business growth.

Marketing Essentials
for Travel and Tourism

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK1.............................................................................................................................................1
P1. Describe the responsibilities and roles of marketing function in Insight Vacations.............1
P2. Examine how roles and responsibilities of marketing which is related in wider context of
organisation. ...............................................................................................................................2
TASK2.............................................................................................................................................4
P3. Comparison various ways by which tourism company apply marketing mix to planning
process of marketing to attain objectives of business.................................................................4
TASK 3............................................................................................................................................7
P4: Marketing plan for Insight Vacations Limited to meet marketing objectives of the
organisation.................................................................................................................................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing refers to all the activities that company attempts to promote the buying and
selling of their product and services. It helps an organization to maintain good relationship with
their customers and gain their loyalty towards firms (Allis and Fraga, 2018). This report includes
various marketing essentials for respective company Insight Vacations Limited, organisation is
located in Guernsey, UK. It is an part of travel and service industry that operates tour, hotels and
transformation arccos the world. Company has 3 total employee across all its locations in world
and generate $ 101,123 in sales. This report includes marketing essentials for the respective
company that help in understanding of roles and responsibilities of marketing functions within
the company and how roles and responsibilities can relate to organisation. Furthermore, in this
report the comparison between different tourism agencies and their ways to use marketing mix to
the marketing planning process to achieve their business objectives and goals. At last marketing
plan for Insight Vacations Limited to achieve their marketing objectives.
TASK1
P1. Describe the responsibilities and roles of marketing function in Insight Vacations.
Marketing Function is defines as selling and buying of goods & services for satisfy the
needs & desires of end users. The key functions and roles of marketing mainly includes
transportation of goods where they are required, storage of goods, collection of data of marketing
for fill desired of customers. In broad context, marketing functions includes examination of
needs of customers, expectations of demand of customers and analyse methods by which
profitability of company will maximised (Amer, 2019). In terms of Insight Vacations, there are
various key responsibilities and roles of marketing function which are described below: Identifying requirements of customers: It is include in marketing function which is
responsible for examine the changes in needs & desires of customers. The primary focus
of this function is to analyse wants, needs, habits and attitudes of customers and in
addition, carefully examine data which helps in inspecting as what actually customer is
demanding in market place. Anticipating requirements of customers: department of marketing have responsibility
for anticipate the requirements of customers. It can provide organisation as first mover
advantage and also helps company to meet needs and demand of customers.
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 Satisfying needs of customers: This function is regarded as primary role to satisfy
desires of its buyers. Marketing manager have responsibility to analyse products which
helps in satisfy desires of customers and also helps in offering as value of money.
 Making Profit: Function of marketing have responsibility to conceive innovative and
new ways to sell their products to customers. This comprises of offering customers by
value added packages which helps in satisfy needs of customers and also enhancing
overall profits and sales of company.
The role of marketing in context of Insight Vacations can be oversees by offering
situation analyses strategy. It helps in concentrate on goals and objectives of company and also
in terms of customers. The company offers objectives at corporate level which includes
profitability, cost savings and growth in market segment. With help of corporate objectives
organisation can translate and measure its goals (Aung, 2019). In context of Vacation Insights,
marketing objectives are helpful in introduction of new services and products which can leads to
attain profitability of organisation. In addition, it also includes overall market share by
identifying potential target markets. Furthermore, it is also engage in identifying supply and
demand of its services and products.
P2. Examine how roles and responsibilities of marketing which is related in wider context of
organisation.
The marketing is a term which consider various aspect under which Insight Vacations is
been advertise its services and products in successful way. In this various set of action is induced
which involves advertisement and market investigation for grabbing more customers in comfort
and easiness manner. In terms of respective company, marketing departments perform many
functions for smooth operation by better suitability. In addition, interrelation between distinct
functions leads to complexity among working is decrease and this leads to develop favourable
outcome which is discussed below: Marketing and Finance: It is considered as relevant plans and strategies of marketing
must be in suitable budget. This involves cost and profit margin of product line, brand of
company. Finance function of Insight Vacations offers marketing department with
defined budget which leads to conduct campaign in defined cost. The function of finance
department is to provide information which is related to cost for considering activities
which is related to marketing (Avila-Robinson and Wakabayashi, 2018). In terms of
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respective company, it is responsibility to have contact within finance department for
knowing current financial position of organisation for carrying out activities accordingly. Marketing and Human Resource: The prime role of HR department is to work
according which leads to welfare of their staff members and also to recruit right candidate
to job according to their skills and knowledge in given budget. In terms of respective
company, managers are linked with HR department to ensure as vacancies must be filled
on right time with right candidates according to their skills and knowledge. In addition,
marketing department have coordination within HR Department for ensuring that
individual has been provided proper training opportunities which can helps them to cope
up with current challenging situation of market segment. HR provides helps to marketing
department as ensuring employees at their satisfaction at their work place and also
attainment of goals in effective and efficient manner.
 Marketing and IT: As marketing and IT department work simultaneously for ensuring
achievement of organisation goals in effective manner. This department works with
cooperation along with marketing department for ensuring that all activities are equipped
by recent technological advantage and all processes are work according to desires and
needs of market segment.
The attractiveness in marketing is mainly depend on perfect management in between both
internal and external components which have impact on overall profitability of business. As
marketing department plays important role in success of organisation which leads to requirement
and needs of business which have to be continuously fulfil. The department is also plays various
responsibilities towards their workers, customers, social welfare which leads to overall
productivity and profitability of organisation (Bao, 2018). As Insight vacations is tourism
company which have responsibility to fulfil requirement of their guest in significant manner. In
addition, marketing functions are closely related to other functional units of company. As
marketing department is closely related to finance, IT, HR and overall functions of departments.
Marketing functions mainly considers economic resources for implementing marketing plan
which includes planning, research in strategies. For this there must be proper coordination with
finance and other departments which ensures that all levels were working with same objective
for attaining goals of organisation. It also considers as whether objectives and plan which are
complying in business objectives of company.
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TASK2
P3. Comparison various ways by which tourism company apply marketing mix to planning
process of marketing to attain objectives of business.
Marketing mix mainly used by marketing managers for examine current condition of
marketplace and for innovate plan in marketing. Firstly, the focus of company were on four P's
which involve price, place, promotion and product. But when there is involvement of strategic
roles of marketing, so this leads to consider important aspects which helps in ensuring
achievement of long term objectives of company. So there is expand of three P's as people,
process and physical evidence (Blythe and Martin, 2019). With help of these P's organisation
have insight on strategic role of marketing and also helps in enjoying better situations of market.
By exceeding in three P's enables Insight vacations by increase focus on improvement of its
people, process and physical evidence for provide its individual with value of money for
enjoying competitive edge at market place.
In this section, there is focus of examine application of marketing mix with different
company. For this, Scott Dunn is compared with Insight Vacations for analysing distinct
implementation of elements of marketing mix and their outcomes. As Scott Dunn is a luxury
tourism operator which have its office in London. This company is specialised in catered villa,
ski and tailor made holidays.
Comparison between Marketing mix of Insight Vacations and Scott Dunn
Marketing Mix Factors Insight Vacations Scott Dunn
Product It refers to items of services that
actually being sold by company. In
service industry, product is not easy
to examine is almost intangible.
Company is designed their service
product in careful manner. So that it
provides service blueprinting for
properly defining goals.
It is first step in marketing
process. As according to this
tourism operator, it provides
specific activity and tour that is
in demand. It provide high
quality tours with authentic
offers.
Price This P is includes price which is
working which leads to attract
In this company, it offers price
of tours and activities
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customers, profitability and
competitiveness with niche markets.
This tourism company responds its
complexity at two levels (Chandiok
and Sharma, 2017). It deals with
marketing strategy which includes
long term returns on investment,
product positioning and cost
effectiveness.
according to value and demand
at market place. Organisation
simply offers their services
which make valuable
experience which are
worthwhile.
Promotion This type of marketing mix includes
in what way company attract their
customers by using different means
of advertising.
In this type of company, they inform
their potential customers by
effective means of promotion such
as publicity, advertising, sales
promotion and so on.
In this type of tourism
company, they utilise various
advertising techniques and
campaigns that promote their
organisation. It mainly
promote their firm in target
market where there is appeal to
reach customers.
Place Place is considered as where
customers are buying services and
products & services and in what
manner company view & evaluate
their services. As services provide
by tourism company is largely
intangible so in context of respective
company they may sell their services
in exclusively online. They also uses
various distribution strategies which
helps in attainment of objectives.
In this type of tourism
company, they simply provide
their services through their
travel agents and store front.
Now a days, company uses
various technologies in order
to make booking online which
becomes mobile friendly
websites.
Physical Evidence This type of factor mainly In this type of organisation
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considered as there is provision for
products that they have to be
physically evidence (Cooper, 2020).
In terms of respective company, it
provides tourist attractions by
Brochures, canoe where they sit in,
route maps and so on.
they provide physical evidence
for customers are being paid
for their bookings. So for this
company have been make sure
by providing their guests a
fully good equipments to them.
People This mix mainly includes human
factors who engage in service
delivery. They interact with their
customers and team members. In
this type of company, they generally
focus on providing proper training
facility to their staff members which
is helpful in customer satisfaction.
Organisation are trained their
employees by extensive knowledge
about their services.
In this factor of marketing mix
it mainly includes as investing
on right employees for tour
activity. For this they trained
their staff members as
entertain and having
enthusiasm in them which
leads to draw more customers
and overall it enhances
productivity and profitability
of company.
Processes This mix is define as distinct stages
of process to delivered their product
and services to their customers. In
terms of respective company, it
ensures all stages of processes which
helps in preceding delivery of
services which are planned and
executed in possible manner.
This mix mainly explains
mechanisms, procedures and
flow of activities which is
services are delivered (Lima,
Lima and Seyfried, 2018). So
for this Scott Dunn ensures as
tours which are run on
schedule times and also
provide their customers a
quality services which is
promised by them.
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Different marketing tactics are used by distinct organisation to make its place in market
segment. By these tactics they not only enables for attract customers but also helps in such
manner to retain their buyers and reinforce image of company in mind of their guests (Meghana,
2018). In terms of Insight Vacations they mainly uses traditional marketing and word of mouth.
So for this company have to required work with use of social media. In terms of Scott Dunn as it
is competitor of above tourism company it uses internet marketing, relationship marketing and so
on.
TASK 3
P4: Marketing plan for Insight Vacations Limited to meet marketing objectives of the
organisation
A marketing plan is an outlet for marketing strategies of an organisation that define
policies and techniques to achieve their goals and objective. Its an overview of business's
advertisement plan and marketing plan that help organisation to analyse future opportunities for
their company (Mahrous, and Hassan, 2017). A good marketing plan helps in communicating
strategies and different techniques involved in marketing team. An marketing plan can be short
term and long term it depends on the objectives of an organisation. This plan is make for Insight
Vacations Limited, and it provide company's overview of products and services strategies that
ensure the successful growth of an organisation. Below is the detail study of business plan for
Insight Vacations Limited.
Executive Summary:
Insight Vacations Limited is tour and travel company it aims to provide guaranteed
quality of services and improve customer experience. Insight Vacations Limited has been
striving with determination to provide maximum services to its travellers. Company is located in
Guernsey united kingdom, and its a part of destination management company. Insight Vacations
Limited is now offering new adventure package to their customers with more safety and hygiene
due to COVID 19 situation in over all world. customers are more focused on their safety and
hygiene needs more than other aspects. Below is marketing plan for Insight Vacations Limited to
introduce new package in market.
Mission of Insight Vacations Limited:
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The mission of company is to provide diligence for their customers, their aim is to
delight every customer, every time through outstanding personalize services.
Vision of Insight Vacations Limited:
Their vision is to make “Insight Vacations Limited” a brand of trust and value within the
tour and travel industry.
SWOT analyses of company:
This analysis helps to develop business strategies for an company. Whether the company
is start-up or pre existing. SOWT analysis examine the internal and external factors that
influencing the growth and success of an industry. External factors of an company is
opportunities and threats and internal factors is strength and weakness. Thus Insight Vacations
Limited can easily know about the growth measured by these factors. SOWT analysis of Insight
Vacations Limited is following below:
Strength Insight Vacations Limited is well known travel agencies and has customer
loyalty within their company. Lunching in adventure package for their
customer could be beneficial to gain competitive advantages in the travel
industry. They provide different services form other competitors in market
that helps them to improve their customer base (Othman, and et. al., 2019).
Weaknesses There are various challenges for Insight Vacations Limited and their travel
agents to provide proper information to all their customers about their new
services and packages. Company can improve their information services by
the help of internet and various online platform. Not adopting new trends
could be a weakness for the company.
Opportunities Providing hygiene and safety packages to their customers could be a great
opportunity for the respective company in today's scenario. Company can use
latest technology to improve their customers experience. Using latest Internet
trends can help Insight Vacations Limited to build better customer
satisfaction in the market.
Threats COVID 19 has been effect the general economy and willingness of customers
to travel. It could be threat for the company and its business. To deal with this
threat company is introducing new adventure package with more safety and
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hygiene measures.
Objectives
Insight Vacations Limited has objective of improvement in their services for customers
so that they can gain customer loyalty and increase their market share. With the launch of new
adventure package they are willing to achieve their growth in travel and tour industry. Insight
Vacations Limited, company wants to achieve brand trust and value in the market and want
continuous growth in the market (Rather and Hollebeek, 2020). Thus with the launch of new
adventure product in the market company can achieve its objectives and long term and short
term goals.
Strategies
Segmentation: It is an process by which Insight Vacations Limited divide its market into
small group of customers who is sharing similar need and wants. Company is choosing
youngsters and adult group of people for their new adventure package so that they can attract
them and gain profit and successful launching of their product. This process of segmentation
include the age, growth, financial status of their customers.
Targeting: It is process by which Insight Vacations Limited targets customers by their
age group and the individuals who wants to travel in their adventure groups. They target the
people with high level of willingness to travel.
Positioning: Insight Vacations Limited can use online platform for the positioning and
advertising their new package launch because the target customers are youngsters and they are
more active on social-media platforms. It helps company to achieve its objectives and goals.
Tactics:
Product: Insight Vacations Limited is launching new adventure package, this package
includes more safety and hygiene for travellers. It could help the customers to travel in the
situation of covid in overall world.
Promotion: Insight Vacations Limited is using online marketing to promote their new
package in the market. It could help them to reach out to the people they want to share this
information about new adventure product.
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Price: Company is providing this package on moderate price forb their customers so that
they can effort it and can travel with safety. This strategy could help the organisation to grab
maximum attentions of people in market.
Place: Insight Vacations Limited is providing online and offline booking for their new
adventure product across the globe so that they can provide it to maximum generation of
youngsters (Suhartanto, 2018). Thus this strategies could help the people to have information
about the new package.
Controlling and monitoring:
Insight Vacations Limited is focusing on the controlling and monitoring all the activities
and task perform by the organisation. Administration assure that all the task and activities should
complete on time (Watts and Parks, 2018). Monitoring mention that the activities performed by
the company should be right to fulfil the objective of the organisation. Controlling involve the
improvement of performance of individual in the organisation. Thus monitoring and controlling
helps organisation to achieve their objectives effectively and efficiently.
CONCLUSION
From above report it has been concluded that marketing plan is important for tourism
company Insight Vacations that is based on London. It is well known tourism company which
attract many customers towards it by their efficient quality and services. This plan is helpful by
offering various strategies in market segment. This leads to achievement of goals of company
and market as well. The strategies which are applied are helpful by offering the standard
marketing of company. It leads as helpful in focusing the techniques of marketing concepts
which are useful in explaining the qualities of services.
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