Marketing Essentials Report: Roles, Mix, and Planning in Tourism

This report delves into the marketing essentials within the travel and tourism sector, using Belmond Hotel as a primary case study. It begins by outlining the key roles and responsibilities of the marketing function, emphasizing customer support, marketing planning, and standardization. The report then explores how these functions relate to the broader organizational context, including brand image management, social media monitoring, and market research. An analysis of the marketing environment follows, highlighting its importance for economic growth. Furthermore, the report examines the interrelationship between the marketing department and other functional units, such as finance and human resources. A comparative analysis of the marketing mix, incorporating the 7 Ps, is conducted between Belmond and Park Plaza hotels. The report concludes with a discussion on the marketing planning process, emphasizing the creation of a basic marketing plan to meet business objectives and achieve desired marketing outcomes. The report provides valuable insights into marketing strategies and their practical application within the hospitality industry.

MARKETING ESSENTIAL
FOR TRAVEL AND
TOURISM

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1 ................................................................................................................................................1
Key roles and responsibilities of marketing function.................................................................1
Roles and responsibilities of marketing are related to wider organisational context..................2
Analysis roles and responsibilities of marketing related to marketing environment..................3
Interrelationship between marketing and other functional unit..................................................3
Key elements of marketing function and interrelate with other functional units........................3
LO 2 ................................................................................................................................................4
Compare marketing mix of Belmond hotel with park plaza hotel..............................................4
Different tactics applied for achieve business objectives...........................................................7
LO 3.................................................................................................................................................8
Basic marketing plan...................................................................................................................8
Evidence based marketing plan.................................................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing essential is the continues process of creating and promoting goods and
services at marketplace. It is the process by which company create values for their customers and
build strong customer relationship in order to create values for them. Marketing in hospitality
industry plays important role with effective responsibilities (Baker and Magnini, 2016). It is the
management process for identifying and satisfying customers requirement profitability. The
present study is based on “Belmond hotel” which operates luxury hotels, train services and river
cruises around the world. Study lays emphasis on the key roles and responsibilities of the
marketing function and discussion on how that are related to wider organisational context.
Report will compare by marketing mix to the marketing planning process to achieve business
objectives. It will produce basic marketing plan for organisation to meet marketing objectives.
LO 1
Key roles and responsibilities of marketing function.
Marketing is the science and arts of creating, exploring and delivering values for satisfy
needs and wants of customers. Marketing function are play an important role in hospitality sector
in Belmond hotel. Tour and travel company is related to hotel sector. Travel sector is provide
best hotel to their client as per requirement. Various marketing functions are as follows:
Customer support services
It is the most important marketing function and its play effective role in hotel and
services sector. Hospitality sector is based on providing best customers services. Better customer
services are best part of industry. This marketing function has role to provide correct and
valuable informations customer. With the help of these customers are highly attracted towards
the company and take it hotel and travel services. This help to build strong relationship between
the customers and hotel staff (Baker and Saren, 2016).
Marketing planning
Market planning is play an important role in Belmond hotel. The main role marketing
function is to create and make best market plan in order to increase the sales of belmond. With
the help of this manager is able to get idea of market needs and wants. This help to make best

market plan for company. Market planning is help to promote their product and its services at
marketplace.
Standardization and grading
Standardization and grading is one of the best marketing function and that plays a very
important role in Belmond. This includes the producing goods at predetermined specification.
This has role to ensure about product which are offers by hotel to customers are established
quality and quantity (Zimmerman and Blythe, 2017). Grading is help in taking pricing decisions
because higher quality of goods attract higher price. This help to attract customers towards hotel
with result of performance.
Those are marketing functions which are plays very important role in Belmond hotel and
also help to achieve goals.
Roles and responsibilities of marketing are related to wider organisational context.
Marketing has various roles and responsibilities which important for company. That are
related to wider organisational context are as follows:
Managing brand image
it is very important to manage brand image at marketplace. This is responsible for
promoting brand image by providing best product and services to customer. For that manager of
Belmond hotel is take support from advertisement and social media. By this hotel is related to
wider organisational context tom manage their image at market place.
Monitoring and managing social media
Monitoring and managing social media is important marketing element and also relate to
wider organisational context (Campbell, Martin and Fabos, 2018). Marketing team of Belmond
is responsible for manage social media because this help to promote product and services at
marketplace and also in customers mind. It is effective and valuable for Belmond and it plays an
important role in organisation with relate wider organisational context.
Conduct customer and market research
Research is the best part which is help to define target market and opportunities. With the
help of research manager is able to understand product and services perceived. It is very
important role of marketing which is related to wider organisational context of Belmond.
Those are roles and responsibilities of marketing which are relate wider organisational
context because that are help to promote product and services at market place.

Analysis roles and responsibilities of marketing related to marketing environment.
Marketing is relate and responsible to maintain brand image at marketplace and to their
customers. For that marketing team of Belmond hotel take support from advertisement and social
media. It is effective and valuable for managing effectively at marketplace. Marketing functions
are relate to marketing environment of Belmond. They are select the best and effective
promotion channel for promoting product and services at marketplace. For that market manager
is make strategic market plan and for develop their marketing in marketing environment. It is
play an important roles in marketing environment is most important for economic growth and
development (Stern and Porr, 2017). Roles is to make effective and morden marketing
environment by using developing marketing information system. This help to provide all
information which are related to planning and implementing for control the responsibilities.
Interrelationship between marketing and other functional unit.
Marketing department is interrelate to other functional units of Belmond. Marketing
department is influences each department of hotel which are as follows:
Marketing & finance department
Marketing and finance department are interrelate to each other in organisation and also
influences to each other. Finance department is allocate funds to marketing team for marketing
expenses and other hand marketing team generate funds from market by its activities
performance (De Jong, Marston and Roth, 2015). With this finance department has proper funds
for allocate to each department. As per that both departments are interrelate to each other in
organisation.
Marketing & human resources department
Marketing and human resource department of hotel are interrelate and influences to each
other for positive growth. Human resource department hire candidates for marketing team who
are work together for same goals and objectives. Other hand marketing department sets criteria
for hiring candidates for team. With the help of this HR team able select best candidate for team
with best skills. By this marketing department is interrelate to human resource department of
hotel.
Key elements of marketing function and interrelate with other functional units.
There are interrelation between marketing function with marketing function is important
for promoting effective services at market place. Marketing function is standardization and

grading is interrelate to finance department which has important for growth. For example:
manager of hotel is invest for providing best marketing services (Gillespie and Riddle, 2015). By
this customer attract towards company and give best grading to them. For that finance
department allocate funds to marketing team for invest on providing better customer services to
customers. By this marketing department is interrelate to other functional unit and department of
Belmond.
LO 2
Compare marketing mix of Belmond hotel with park plaza hotel.
Marketing mix of Belmond is analysis the grand and company which covers the 7 P's of
marketing and explain to company for their new marketing strategy. Marketing mix of Belmond
is includes product, price, promotion, place, process, physical evidence and peoples etc.
marketing mix of Belmond hotel and compare with park plaza are as follows:
Basis Belmond hotel Park plaza hotel
Product Belmond hotel and travel manager
is provide the lots of product to
their customers for run business in
effective manner. The product
such as hotel, resort, train services,
free newspapers, magazines for
business travels, food and
beverage services, swimming
pools etc. the products are
resolving and fulfilling the
requirement of customers (Hugos,
2018).
Park plaza is provide best
product and its services to
customers such as rooms, food
and beverage, parking facilities.
Generally the product and
services are the best and effective
part of tourism and hospitality
sector.
Price Pricing is strategies which is used
by manager to sets their prices of
product and services. The
framework of pricing strategy
matrix: economy, skimming and
Park land manager use price
strategy which is skimming
pricing strategy. This price
strategy refer and include the
desire to associate product with

premium pricing strategy.
Economy pricing strategy involves
selling products of basic basic
features and characteristics to
customers with the low budget.
This pricing strategy are help to
sets price of product6 as per
customers.
high level of quality. As per this
strategy manager are considers
and sets price which is depends
on product quality and quantity.
Place The ultimate aim of the
distribution strategy for hotel
where they are provide their
product and services to customers.
Place and location is the best and
effective for customers and
management. Its distribution
strategy is based on information
technology and internet in various
formats. It is effective and
valuable.
The place from there customer
are take products and its services
and use it. They are use
distribution strategy for provide
their products and services
timely to customers.
Promotion Promotion strategy is important
part of Bolmond. In order to
achieve goals and objectives of
company, manager take support
from promotional channels such as
social media, newspapers, you
tube channels, brochures, TV,
hotel websites and also build
strong relations with customers
and public. Public relations are
help to promote their product and
Promotion strategy is best and
necessary element of hotel
because it is help to promote
product and services at
marketplace. For that manager of
park land manage and monitor
social media app (Lane, 2016).
This is best promotion strategy to
promote product and services at
marketplace.

services at marketplace.
Process The process is an integrated
buying exposure. The prime
segment of contact is generally use
network or websites. Manager of
Belmond is to distribution of good
and services they are use
technology. Technologies are help
to make the effective and valuable
for company. With the help of
technology manager distribute
product and services in proper
manner. Manager uses information
technology system to give
information to their customers
(Malhotra, 2015).
Process of promoting and
distributing product and services
customers, manager are use the
technology distribution process.
Services and creating decent
relations with customers after the
purchasing process (Marketing
mix. 2017).
Physical evidence Physical evidence is make image
in customer mind by providing
evidence such as pens, caps, tags,
note pad and so on. Those are the
physical evidences which used by
manager. It is demonstrated by an
organisation be able to confirm the
assertions of the customers. By
this customer remembers this
experience and go with that in
their next holiday planning
(Scarborough, 2016).
Park land's physical evidences is
its employees and some
evidences are provide by
manager to customers mind.
With the help of physical
evidence customers are always
remember to hotel and its
services.
People Peoples are defining factor in the
services industry and hospitality
Peoples of park land are delivers
their effective and valuable

sector. Peoples are very important
part factor in the 7P's because
customers are use this product.
Their peoples and employees are
provide best customers services.
Customer service training for staff
is a top priority for Belmond.
services to clients. This gives
valuable impression on client
with the help of this more
customers are attract towards
hotel.
Market planning are help to achieve and meet with their business objectives. Product
strategy is help to develop in their existing product and services. Belmond hotel and tourism
sector is use better promotional strategy to promote business at marketplace. For that company is
use the advertisement, newspapers for promote their product and services at marketplace
(Muller, 2019). Their staff members are well trained and also able to provide best customers
services to them.
Illustration 1: 7 P's of marketing mix
(Source: Marketing mix. 2017)

For that manager of Belmond tourism and hospitality provide best customers services to
them. It is effective and valuable for company. Trained employees are always gives hard
contribution to successfully meet with goals and objectives of hotel. With the help best services
more customers are attract towards company.
Different tactics applied for achieve business objectives.
There are various tactics and strategies which are applied by manager to attract customers
towards it. It is effective and valuable for customers and company to meet their business
objectives.
 Establish vision, mission and goals: For successfully meet with objectives manager
have to sets their marketing mission, vision and overarching goals. Setting effective and
valuable goals of company are help to increase growth and also profit of company.
 Measures progress: after establishing goals, need to make sure to develop strategies to
achieving them. For checking that achieved in proper manner manager can measure
progress of company like sales increase, customer attraction and so on (Pike, 2016).
 Turn long term strategies into short term tactics: manager of Belmond is make
various strategies which long term and helpful for manage effective for future growth.
For manager break their long term strategies into short term tactics.
Those tactics are help to achieve business objectives of hotel and tourism sector. It is effective
and useful for company.
LO 3
Basic marketing plan.
Market plan is the document and blueprint that are outline of advertising and marketing
efforts for future. It describes the business activities involves marketing objectives with sets
time. It includes several components like situation, objectives, values, strategies and tactics to
achieve marketing goals.
Executive summary
Belmond hotel and tourism sector is operates luxury hotels, train services and river
cruises around the world. This marketing plan is includes the vision, mission and objectives of
company. This also covers by the market audit by SWOT analysis and uses the segmentation,
targeting and positioning of company. Also, marketing mix which is help to analysis the 7P's of

market and also help to make the effective and best marketing strategies. Budget is important and
that is prepared manager for their future expenses and monitoring and controlling.
Vision
 To fill the earth with the light and warmth of hospitality by providing effective
experience to customers.
 Delighting the customers, staff and shareholders.
That is vision of hotel and tourism sector and its is roadmap of company for future brand. The
vision is must have clear and also show proper direction.
Mission
 To be the most hospitable company by creating attractive experience for guests.
 To be meaningful opportunities for team members, high values of owner and give
positive impact on community.
Objectives
 To increase 40% sales of holding package within 2-3 years.
 To increase 20% investment on advertisement process.
Marketing audit
Market audit is the most important part of the organisation to meet with goals and
objectives of firm. With the help of market audit manager is know about strength, weakness,
threats and opportunities for hotel. By analysing this manager of Belmond is able to make best
strategies and tactics to successfully meet with goals and objectives of hotel. For SWOT analysis
is helpful which is as follows:
Strength Weakness
 Manager is provide high level of
customers satisfaction to them by
proving effective and best product and
services.
 It has strength which is strong
distribution network.
 Successful track record of developing
new product by innovation.
 Hotel has weakness which is gaps in
product range sold by company.
 It structure is only completable by
present business model.
 It has limited success outside core
business.
 Weakness is they are not make

 It has strength strength is their
employees and staff members. They are
able to handle all situation at hotel.
 Highly successful at go to market
strategies for its products.
effective financial planning.
 Their investment on research and
development is low and fewer.
Opportunities Threats
 Opportunity has lower inflation rate.
 They can open new market because of
government agreement.
 Attract new customers from online
channels.
 New trend in customers behaviour is
also opportunities for company.
 Decreasing cost of transportation
because of lower shipping prices.
 It has threat from their competitors.
 Competitors are lunch new
technologies.
 Not regular supply of innovative
products.
 Company is operates in various country
it exposed to currency fluctuations.
 Threat from customer buying behaviour
changes from online channels
Marketing mix strategy
 Product: product is the best and important part of every business as per that it is also part
of Belmond. With the help of product and services more customers attract towards the
company. The product of company such as hotel room, swimming pool, food and
beverages, holiday package and so on.
 Price: price of product which is pay by customer against of product and services. Pricing
strategy is economy price. In this prices of product is sets by analysing customer needs
and wants.
 Place: place from where customers are purchase their products and services. For that they
are distribute their product and services. Places such as online websites, offices and son
on.
 Promotion: promotion is then best policy of company with that they are able to promote
their product and services in market place. Like newspapers, TV, you tube channels and
public relations.