Marketing Officer Report: Evaluating Marketing in Travel and Tourism

This report delves into the role of a marketing officer within the travel and tourism (T&T) industry, emphasizing the importance of marketing in achieving business objectives. It explores the roles and responsibilities of the marketing function, highlighting its interrelationship with other organizational units. The report evaluates the business and marketing objectives of organizations within the T&T sector, analyzing the application of the 7 Ps of the marketing mix, with specific reference to Thomas Cook. It examines marketing plans designed to meet these objectives and provides a comparative evaluation of two key organizations, Thomas Cook and TUI, within the competitive landscape. The conclusion underscores the significance of customer-centric strategies and the effective use of the marketing mix in the hospitality sector to achieve organizational goals and meet customer needs.

Marketing officer
in
T&T

Table of Contents
INTRODUCTION...........................................................................................................................3
ACTIVITY 1....................................................................................................................................3
Roles and Responsibility of the marketing function...................................................................3
Interrelationship of marketing function with other functional unit area of the organisation......4
ACTIVITY 2....................................................................................................................................5
Evaluate Business objective and Marketing objective of the organisation.................................5
7 P's of Marketing Mix in context to Travel and Tourism organisation ....................................7
Examine Marketing Plan to meet with the marketing objective ................................................9
Evaluate two organisation which deals in Travel and Tourism................................................10
CONCLUSION .............................................................................................................................10
REFERENCES .............................................................................................................................11

INTRODUCTION
Marking is the essential part of the every business. It involves certain process and
procedures like planning, research work, branding and promotion activities and so on. There are
various elements from which organisation will be able to achieve its goals and objectives. The
major part of the business development is dealing with the selling sectors for the development of
the business growth. The main aim of the business is to create the demand of the product and
services which can only be created through marketing survey only (Fine 2017)
T&T (Travel and Tourism) which is a growing sector in the marketing industry and more
over in the competitive world this sector is able to attain the high value from the customer. The
main role of marketing in the travel and tourism industry is to identify the needs of the customer.
So due to which marketers can design its products and services according to customer need and
desire. “The vision and mission of the company is inspire the people and get out in the world to
explore it”. However the large number customers can increase the sale and profitability of the
company in an effective manner. This report is based on Thomas cook which is the one of the
most achieving organisation in this sector. The product which they are offering is vacation plan
trip and holiday plan packages and many more
ACTIVITY 1
(Covered in PPT )
ACTIVITY 2
Evaluate Business objective and Marketing objective of the organisation
Marketing objective of the organisation
The marketing mix is the important part of the organisation and more over the goals and
objectives of all the different organisation, all the company use different techniques and tools
which able the company to improve its working cultures of the organisation. Mostly it covers the
market demographics and product size and company size in an effective manner to promote more
goods and services which may attract the customer. The common marketing mix is 4P's which
includes place, price, promotion and people, and also include 7P's that is place, price promotion,
people,process and physical evidence, product through which organisation can work in an
effective manner. In context to Thomas cook the company is famous and working effectively in
this hospitality sector. The employees of this organisation is working hard to impress the

customer. As a marketing office of Travel and Tourism the application of marketing mix should
be used by the company in genuine approach to tackle the customer in best way. Various
promotional strategies can also be adopt by the company to improve the networking of the high
level clients. Marketer can use the advertisement approach which aid to increase the growth of
the business. The major work that the company should focus on the dimensions of marketing mix
and the production and distribution channels should be strong so that the targets can be achieved.
The hospitality sector is a service sector through which customer can be gained by providing
them the best suitable needs and demand up to their time period. (Ketter 2016).
In context to Thomas cook, the organisation should mainly focus on the service of the
customer in effective manner so that the target customers can be fulfil its demand. As a
marketing office of Travel and Tourism firstly the market should be analysed proper and then
should make market plan to achieve the marketing objectives of the organisation.
Business objective of the organisation
The organisation which need to set certain objectives to its employees to achieve the
goals of the business. The Travel and Tourism sector company can utilise the marketing mix in
their marketing plan to achieve the organisational objective the marketing segmentation is aid
improve some of the methods and techniques which are been used by the company in the best
process. Initially it is necessary to define the market for the organisation. Some of the examples
of business objectives of the organisation, points are been discussed below:-
 Firstly identifying the target market.
 Secondly, creation of market segments
 Thirdly, the process take place in the segmented place.
 Fourthly, Evaluation of the selected group as mentioned in earlier point.
 Last, positioning and feedback process.
So these are some of the points which can be used by the company in such way for the
growth opportunities. Moreover, goals and targets are been achieved by the company in an
effective manner to avoid the downfalls. The Thomas Cook is best travel agency which aid to
increase the growth of the company. The company should use these techniques to achieve the
goals, As a marketing officer of T&T the objectives of the company can be achieved by using
these tools (Kim Park and Yun 2017).

7 P's of Marketing Mix in context to Travel and Tourism organisation
Marketing Mix is a helping tool for the marketer through this tool organisation able to 7
P's of the marketing that is place, price, promotion, product, people, process and physical
evidence these all need to analysed by the marketer which will help the organisation to achieve
its goal. Points of marketing mix is been elaborated in detailed in context to Thomas Cook
organisation.
Product: This is the first step that is taken into the marketing process because it creates
the product according to the customer wants and desire. In context to the hospitality sector that
is a tour and activity they can offer the products and services up to the demand of the customer.
Providing the high quality tour and reliable experiences which can hit the customer expectation.
In context to Thomas Cook which is best company in travelling sector, they can promote the
expensive and attractive package of tours to their clients which will help them to achieve the
targets of the bus7 P's of Marketing Mix in context to Travel and Tourism organisation
Marketing Mix is a helping tool for the marketer through this tool organisation able to 7
P's of the marketing that is place, price, promotion, product, people, process and physical
evidence these all need to analysed by the marketer which will help the organisation to achieve
its goal. Points of marketing mix is been elaborated in detailed in context to Thomas Cook
organisation.
Product: This is the first step that is taken into the marketing process because it creates
the product according to the customer wants and desire. In context to the hospitality sector that
is a tour and activity they can offer the products and services up to the demand of the customer.
Providing the high quality tour and reliable experiences which can hit the customer expectation.
In context to Thomas Cook which is best company in travelling sector, they can promote the
expensive and attractive package of tours to their clients which will help them to achieve the
targets of the bus7 P's of Marketing Mix in context to Travel and Tourism organisation
Place: The activity which is going to conduct by the company to its customer should be
eco- friendly and the travelling books should be the online reservation system. In context to
travel and Tourism, Thomas cook, the travelling agency should adopt the online reservation to
the customer so that they can easily reach to the company goal (Liu and Chou 2016)

Price: Thomas Cook company should adopt the pricing strategies which aid to attract
many customer in an effective way. The demand and desire of the customer should be valued
and in order to that manger should attract the customer in the attractive package.
Promotion: The techniques used by the company to enhance the marketing skill. The
promotional strategies should adopted by the company to grow in this industry. In context to
Thomas Cook, the company should adopt the advertising methods like campaigns to make aware
about the business to the customer.
People: The employees of this sector should be entertaining guide which should draw the
customer in the right way so that they understand the value of looking to new place and
importance of tourism. In context to Thomas Cook travelling company, should use the these
techniques to adopt the customer interest.
Processes: The schedules which are been prepared by the company in such effective way
so that it will be easy to control and plan the work. In Thomas Cook the company need to work
on the activity planned by the manager in such a way so the customer didn't get borrowed in the
tours.
Physical Evidence: The travel agents should look after all the vehicles which should not
be break down or brook up. So all the necessary steps should taken in a effective way to avoid
the loops. Thomas Cook, the company should be analysed that the works done by the team
should appropriate so that no problem is created at the time of tours and all the vehicles should
be taken in to such away that help achieve the target (McCormick 2016)
Figure 1 : 7 P's of Marketing Mix
(Source: 7 P's of Marketing Mix, 2019)

As per the above mentioned detailed statement about the marketing mix, as a marketing
officer need have to adopt these strategies to fulfil the goals of the company in effective way.
The travel and Tourism, the marketing officer should be used these marketing mix elements to
make the appropriate work in attractive manner and it also aid to achieve the customer growth
plan .
Examine Marketing Plan to meet with the marketing objective
By using the above mentioned detailed marketing mix strategies it can be recommended
that Travel an By using the above mentioned detailed marketing mix strategies it can be
recommended that d Tourism industry will be helpful while using this market mix plan. Market
plan is drawn by the marketer team and more over once the budget is been prepared then the
company should focus on to the goals and object that they want to achieve. Marketing plan in
hospitality sector is provide the best service to its customer in an effective so that they cant be
able to overtake the things. The planning and the budget should go parallel and need to meet the
goal of the business (Morupisi and Mokgalo 2017)
Evaluate two organisation which deals in Travel and Tourism
The two company of the hospitality industry is the Thomas cook and TUI. These two
organisation is providing the better role to examine the growth of the industry in a effective. The
two competitors are using the marketing mix in different plan of action which will be able to
achieve the growth of the industry. The pricing strategies which is used by the Thomas Cook is
using the a package form for the travellers so that they attract towards frame work. In TUI the
industry is using different package of tours for different class of customer. The advertising
strategies which adopted by the company of Thomas Cook is social media like online registration
through which customer will easy to asses the travelling company. TUI organisation which is
applying the advertisement strategies is Facebook and and many social media application. Both
are using the different techniques to beat each other (Rogerson 2017).
CONCLUSION
As per the above mentioned detailed report about Travel and Tourism, the hospitality
sector need to focus on the customer need and desire. The marketing office of this company need
focus on the marketing mix so that to achieve the goals and desire of the company. The company

of Thomas Cook, its marketing plan and strategies are different and need to maintain the demand
of the customer in an effective manner. The company manager is implementing growth plan
through which effective work can be taken out. In the report it has been mentioned about the 7
P's of marketing elements and marketing plan and also evaluation of different department in the
organisation its effect in the marketing objective and business plan (Stevens Bressler and Silver
2016).

REFERENCES
Books and Journals
Fine, S .H., 2017. Marketing the public sector: Promoting the causes of public and
nonprofit agencies. Routledge.
Ketter, E., 2016. Destination image restoration on facebook: The case study of Nepal's
Gurkha Earthquake. Journal of Hospitality and Tourism Management. 28. pp.66-72.
Kim, K., Park, O .J., Yun, S. and Yun, H., 2017. What makes tourists feel negatively
about tourism destinations? Application of hybrid text mining methodology to smart destination
management. Technological Forecasting and Social Change. 123. pp.362-369.
Liu, C. H. S. and Chou, S. F., 2016. Tourism strategy development and facilitation of
integrative processes among brand equity, marketing and motivation. Tourism Management. 54.
pp.298-308.
McCormick, R. R., 2016. Marketing cultural and heritage tourism: a world of
opportunity. Routledge.
Morupisi, P. and Mokgalo, L., 2017. Domestic tourism challenges in Botswana: A
stakeholders’ perspective. Cogent Social Sciences. 3(1). p.1298171.
Rogerson, C. M., 2017. Creative industries and urban tourism: South African
perspectives. In Urban Tourism in the Developing World (pp. 167-184). Routledge.
Stevens, R., Bressler, M. and Silver, L., 2016. Challenges in marketing academic
conferences: a pilot study. Services Marketing Quarterly. 37(3). pp.200-207.