Marketing Essentials: Roles, Mix, Plan for XL Leisure Group Report

This report provides a comprehensive analysis of marketing essentials, focusing on the XL Leisure Group, a UK-based travel and tourism company. The report begins by outlining the crucial roles and responsibilities within a marketing department, emphasizing the importance of understanding customer needs and adapting to digital media. It then explores the interrelation between marketing and other business functions such as sales, HR, and finance. The core of the report includes a detailed comparison of the marketing mix (product, price, place, promotion, etc.) of XL Leisure Group with its competitor, Booking.com. Finally, the report concludes with an overview of a marketing plan, demonstrating the strategic approach required to achieve marketing objectives. The report utilizes academic sources to support its findings.

Marketing Essentials

TABLE OF CONTENT
Introduction.........................................................................................................3
PART 1................................................................................................................3
TASK 1................................................................................................................3
Important roles as well as responsibilities related to marketing............................................3
Interrelation related to marketing function with other functions of business........................5
PART 2................................................................................................................6
TASK 2................................................................................................................6
Comparison between marketing mix for two organisations..................................................6
Task 3...................................................................................................................9
Marketing plan.......................................................................................................................9
Conclusion:........................................................................................................12
References..........................................................................................................13

Introduction
Marketing signifies handling and managing different kind of activity which is
connected to advertisement in promoting various types of goods and services of business
organisation. The primary aim of marketing department is to ensure that they focus is on
advertising goods and services for reaching large number of user during particular phase of
time period. The current assignment is depending upon company named as XL leisure group
which is located in UK. The company focus is on charting schedule or agenda for Airlines,
holiday organisations and flight operators. They also focus on operating their functions in
France and Australia. This assignment signifies various roles related to marketing function
and their connectedness to various activities in organisation in addition with marketing plan.
Apart from this, there is comparison among marketing mix of XL leisure group and their rival
firm is also mentioned in this assignment (Baker and Magnini, 2016).
PART 1
TASK 1
Important roles as well as responsibilities related to marketing
The primal function of marketing is to assess different wants and requirement of user
at Marketplace. They are needed to describe, assess as well as quantify all sizes related to
market in addition with profit which must be gained. This is determined as a basic segment
related to organisation that assists in offering superior quality of services to its user during
particular phase of time period.
Marketing is organised various activity for interacting and influencing user at
marketplace. The primary aim of marketing is to ensure that targeted user increase their
awareness regarding different kind of goods and services within business organisation. In
addition to this, the concept related to marketing has changed in time and there is various role
as well as responsibility of marketing manager during particular phase of time.
Improvement of concept of marketing in addition with improvement of concept of
marketing, the primary aim of marketing is to assess need and requirement of customer at
marketplace. Their focus is on adopting platform related to digital media for understanding
different kind of activity and functions which is needed by user. XL leisure group is

determined as a travel as well as tourism company so that they focus is on offering their
services according to need and want of customer that help in increasing profit margin in
future period of time. They provide them services by using social media as well as digital
platform for increasing their experience in future period of time.
Product concept it is important to offer superior quality of goods and services to its
user at reasonable price. Therefore, in context of XL leisure group, their focus is on attracting
user by providing them budgeted trip during particular phase of time period for which they
also focuses on providing attractive discount that help in motivating customer and attracting
them towards goods and services provided company.
Production concept the concept related to production is linked with use of resources
in an appropriate manner that help in increasing success and growth of company in future
period of time. All those resources are used by organisation that helps in making sure that
they increase the satisfaction level of user during particular phase of time period.
Selling concept this concept of selling signifies different tactics, strategy as well as
measure which are adopted by business organisation for marketing their goods and services.
Therefore, the chosen organisation focuses on adopting most appropriate approach or method
for providing better services to its user in successful manner.
Societal Marketing concept the marketing role mainly tackle with providing
advantages to society in order to organise different task and work in an appropriate manner
within business organisation. It is important for company to earn more and more profit in
addition with offer benefit or advantages to society by focusing on CSR which is necessary
for success of company.
Product development it is important for organisation to offer different deal to its user
in order to provide them superior quality of goods and services in successful manner.
Therefore, the chosen organisation emphasized on taking reviews and feedback from its user
for improving services or facility which is offered to them (Chernev, 2018).
Research is determined as a significant role within business organisation that assists
in increasing understanding level regarding change in need, customer preferences and many
more. It is important that the marketing team in an organisation focuses on organising
marketing research for understanding or analysing changing needs and wants of user during
the period of time.
Brand management brand administration is significant element for business
organisation that assists in sustaining in market for a longer time period. Therefore, their
main purpose is to provide reasonable price and superior quality that help in handling brand

by organisation in successful manner. It is also helpful in increasing experience level of user
in future period of time.
Interrelation related to marketing function with other functions of business
Marketing signifies art as well as that is adopted for exploring and providing worth to
its user at marketplace. There is different kind of function which is performed by organisation
connected to functions of marketing in an appropriate way. Therefore, there is an
interrelationship among various functions of organisation is going to be mentioned below:
Marketing and sales the primal function related to Marketing department is to ensure
that they focus is on attracting large number of user and increase trust in respect of business
organisation. They emphasized on potential user for making ensure that they enhance the
base of customer of company. Hence, it is important for company in manufacturing product
and services in order to reach large number of user. All these elements together determine
increasing sales and profit margin of business organisation. It is important that sales
department must be updated with various lead which is generated by marketing department. It
will aids assistance in understanding changing or altering requirement at marketplace and
also organising different kind of function in proper way. They focus on customised tools that
are established by chosen organisation in order to increase sales and profit margin in future
period of time (Fill and Turnbull, 2019).
Marketing and HR there are various roles related to human resource manager within
business organisation like hiring, selection, providing training session to subordinate.
Therefore, human capital is important resource that is prevail to company and it is important
that choosing human capital is depend on ability and knowledge that increases contribution
for accomplishing objective or goal of company. In context of XL leisure group, the HR
manager focuses on conducting research in order to analyse need and wants of user during
particular phase of time period. For successfully hiring staffs, it is the responsibility of HR
manager to interrelate along with marketing department for performing different function in
proper way. It has been analysed that both marketing as well as HR departments perform
their work together in order to hire competent workforce that help in conducting different
activity related to marketing within business organisation in better way.
Marketing and finance herein, the financial sector within business organisation
needed finance in order to make appropriate budget to all department of business
organisation. There is a superior interrelationship among finance as well as Marketing
department in order to conduct different kind of activity in proper way. The financial

department make budget for performing different functions related to marketing in proper
way. All these finance are provided to finance department and it is also important that need of
marketing manager must be communicated to financial manager in order to make appropriate
budget that is related to various promotional activity during particular phase of time period.
Thus, the marketing department adopt finance for achieving targets and increase profitability
in future period of time.
PART 2
TASK 2
Comparison between marketing mix for two organisations
Marketing mix signifies tool and technique for assessing brand of business
organisation that cover different kind of factors like product, place, price, promotion, physical
evidence, processes and many more (Hair, 2020). Thus, the marketing mix of two
organisations named as XL leisure group in comparison to its rival firm named as
Booking.com that is given below:
Basis XL leisure group Booking.com
Product It signifies goods and services that are
provided by business organisation to its
user. It is determined as a primal
element due to which the company is
prevailed at market place. This kind of
strategy adopted by chosen organisation
for goods differentiation and offers
various types of services to its user for
attracting them. They also focus on
adopting differentiation tactics by
which they emphasize on offering
different packages as well as trip that
are executed by people of marketing
within business organisation is
specifically for various users.
Booking.com is adopting different
customer depend service improvement
for successfully increase goods and
services. They are using services for
making ensure that they attract large
number of user in respect of their
offering. In addition to this, it involves
services like accommodation, guest house
and many more for user in successful
manner (Zackariasson and Dymek,
2016).

Price Pricing signifies amount that business
organisation is charged to its user for
offering them various types of goods
and services. It is important for
company to adopt price of competitor
while deciding on strategy related to
pricing. For chosen organisation adopt
discount pricing for ensure that they are
decreasing price of their goods and
services for attracting large number of
user of marketplace (Sharma, Ahuja and
Alavi, 2018).
Booking.com adopts variable pricing as
they focus on shifting their functions
from physical to online. Therefore, the
organisation adopt this strategy that help
in successfully change price as per
condition that is provided within
marketplace and amount of facility the
offer to its user in order to satisfy them. It
also aids assistance in entertaining
customer for a longer period of time and
also increases experience level during the
period of time.
Place Herein, it signifies location of business
organisation in which they are
providing services as well as good to its
user according to need during particular
phase of time period. Therefore, XL
leisure group conducts their operations
and functions of company in different
countries named as UK, Germany,
France and many more.
Booking.com focuses on digital
transformation through which they
provided services or facility by using
online platform. The company focus on
increasing their sales by using online
platform in addition with them improves
mobile application. It assists in
communicating as well as interacting
with its user in successful manner. In
addition to this they offer some physical
outlets in which individual person can
take services in proper manner.
Promotion They focus on offering services to its
user by using online portal. There are
different method by which company are
reached to its user along with goods and
services offered to them. For
successfully promoting goods and
Herein, the organisation adopts social
media technique for successfully
marketing their goods and services to its
user according to their needs. There are
different kind of promotional techniques
such as Face book, Twitter, Instagram

services, the chosen organisation using
advertisement by different traditional
mediums like newspaper, TV as well as
many more. They also adopt digital
medium like website related to social
media and many more for making
ensure that they promote goods and
services to its user in successful
manner.
and many more. In assistance of this, the
company adopt different kind of
traditional method or approach like
promotion by using television; the
organisation focuses on successfully
using digital transformation in order to
promote goods and services during
particular phase of time period. It is also
used in increasing base of customers
during the period of time. There is
different kind of promotions like mobile
applications on different platform during
the period of time.
People It signifies target user who interacting
with subordinate of business
organisation. It is important that the
point of view and opinion of user are
appropriately assessed by subordinate
of business organisation in order to
handle queries of customer and
maintain good relationship with its user
during particular phase of time period.
There are various programs improvement
programs, training session that is adopted
by booking.com for providing training
session to its subordinate within business
organisation. It aids assistance in
enhancing engagement level of user for
smooth flow in addition with different
activity within business organisation to
accomplish in successful manner
(Rowley, 2016).
Process There is large number of workforce
worked XL leisure group so that it is
necessary to make ensure that
organisation increasing sales by
maintaining good relationship with its
user during the period of time. There
are various methods by which
organisation operate their business in
proper way. In chosen organisation,
they manage service in appropriate
Booking.com is adopting simple as well
as easy process by which they understand
various techniques for attracting large
number of user and also satisfy them. In
addition to this, the company focuses on
offering services that is extend to above
30 million hotels. They are adopting
mobile application in addition with
various platforms for buildings channel
to attract large number of customer. They

manner and it is important to ensure that
user must be approached on regular
basis. The company adopts processes
that can assists in using all resources
available to them for achieving goal as
well as objective in timely manner.
They are offering subordinates with safe
environment in order to perform work
in successful manner by meeting all
requirement of user. Hence, it is
necessary to take feedback or reviews
from user in order to take decisions
within business organisation which will
be beneficial for company in future time
period.
collect overall information to provide
services according to need and want of
customer and conduct different operation
in proper manner.
Physical
Evidence
It signifies surrounding related to
marketing in which it is necessary to
have a good interaction among user and
company. The chosen organisation
provide various kind of packages
related to trip to its user in order to
satisfy them. They are offerings by
using online website as well as offline
source during the period of time
(Perreault, 2018).
Booking.com adopts personalization in
order to conduct different activities in
proper way. The consumer select
different kind of services by using online
platform and these kinds of facility
involve holiday packages,
accommodation and many more.
Task 3
Marketing plan
Marketing plan signifies written document that involve various strategy for promoting
goods and services of business organisation (Hair, Page and Brunsveld, 2019). It involve
vision, mission, strategy for synchronise different activity in order to achieve goal as well as
objective in timely manner. The marketing plan is important for chosen organisation for

making sure that they are focus on offering different kind of facilities as flight tours, holiday
packages to its user in order to satisfy them. It is important that company improve its website
for providing or offerings facility by using digital media. They also adopt platform related to
online booking that assists user to save time during booking within business organisation.
Therefore, the marketing plan related to chosen organisation that is going to be mentioned
below:
Offerings there are different kind of facility which is provided by business
organisation to its user involve various packages related to tour that are personalized for
various user. They also provide services by using website and physical outlet source and their
primary purpose is to offer satisfaction to its user in addition with all facility.
Mission and vision the vision of company is to set benchmark for travel as well as
tourism organisation by offering superior quality services according to need of its user. The
primary purpose is to increase satisfaction level of user by providing them services according
their needs. The mission of company is to offers safe as well as convenient experience related
to travel to all user of company (Hanzaee, Sadeghian and Jalalian, 2019).
Objective the primal aim of an organisation is to increase profit margin by 20% in
upcoming 3 months.
Their objective is to enhance the base of user by 30% within 3 months.
Situation analysis Environmental scanning signifies procedure of gathering data and
information regarding various events within business organisation. It aids assistance to
company in introducing innovative goods and services at Marketplace that help in retaining
customers for a longer period of time.
SWOT analysis
Strengths: Herein, the primary strength of an organisation is to offer comfortable as
well as leisure travel in order to satisfy need and want of user that help in increasing profit
margin in future period of time. The talented staff member of company focus on providing
better services related to trip to its user as per their need that helps in increasing satisfaction
level of user. It is also helpful in increasing brand image and reputation of company in front
of customer at marketplace. Therefore, the chosen organisation provides superior quality
services to its user in order to increase their experience level during particular phase of time
period.
Weaknesses high involvement of government and there are various rules as well as
regulation which is imposed within an organisation is determined as a main weakness for

chosen company. Also they emphasized on offering less option in order to offer
accommodation services to its user that is determined as a main weakness for company.
Opportunities the economic improvement of different nations is determined as a
superior opportunity for an organisation in order to expand company in future period of time.
By increasing security as well as safety to its user while they travel that help in attracting
large number of user during particular phase of time period and can be considered as a
opportunities for company.
Threat the primal threat for company is high level of competition which is prevailed
at Marketplace. Hence, it is important that organisation focus on implementing superior
strategy related to marketing that help in attracting large number of user and making ensure
that the competitor does not take entrance in target market that is determined as a main threat
for company (Hanlon, 2019).
Target market it is important to assess target market for business organisation for
marketing goods and services during particular phase of time period. Therefore, STP analysis
for chosen organisation that is going to be mentioned below:
Segmentation involves dividing market into various categories. The organisation
categorise market according to demographic as well as a geographical element that involve
location, gender, income and many more. The main purpose of organisation is to segment
whole market into small parts as per income, age and so on.
Targeting The XL Leisure group target its user that helps in increasing income in
future period of time. Their focus is on targeting large number of user in order to conduct
different activity in proper way. Herein, the main purpose of business organisation is to target
ample of user that helps in increasing experience level of user in future period of time. It is
also helpful in increasing profit margin and sales of company in upcoming time period.
For positioning at marketplace XL Leisure group adopt online platform in addition
with different physical stores. They offer mobile application as well as social media
techniques in order to attract large number of user while providing services.
Marketing budget that is needed by chosen organisation for successfully satisfy overall
objective related to market plans that is going to be mentioned below:
PARTICULAR
S
I II III IV V
Start-Up Capital 5400 11000 12450 13030 17140
Investment 4300 7800 5500 4465 8636

TOTAL 9700 18800 17950 17495 25776
MARKETING
OUTLAY
Marketing 6500 7800 6900 12700 13660
Publicity 8800 12100 9900 10500 12200
TOTAL 15300 19900 16800 23200 25860
Monitoring performance measure as well as indicator: Key performance indicators
are significant for business organisation to describe progressive method related to marketing
and achieve goal in timely manner. Therefore, the chosen organisation adopt different KPI
like customer satisfaction level while they are offering services to its user that help in
achieving profit margin in future period of time (Kayabasi and Mtetwa, 2016).
Conclusion:
On the basis of above given assignment, it is assess that marketing signifies handling
and managing different kind of activity which is connected to advertisement in promoting
various types of goods and services of business organisation. The primary aim of marketing
department is to ensure that they focus is on advertising goods and services for reaching large
number of user during particular phase of time period. They also focus on operating their
functions in France and Australia. This assignment signifies various roles related to
marketing function and their connectedness to various activities in organisation in addition
with marketing plan. Apart from this, there is comparison among marketing mix of XL
leisure group and their rival firm is also mentioned in this assignment.