Marketing Essentials for Travel and Tourism: Trailfinders Analysis

This report delves into the marketing essentials within the travel and tourism industry, using Trailfinders as a case study. It begins with an introduction to marketing concepts and then explores the key roles and responsibilities of the marketing function, emphasizing its interrelationships with other organizational units like finance, HR, and sales. The report investigates the marketing environment, including monitoring and segmentation, and analyzes the elements of the marketing mix, comparing Trailfinders with TUI. Furthermore, it focuses on the development of a detailed marketing plan to meet marketing objectives for a travel and tourism organization. The report concludes with a summary of findings and a list of references.

Marketing
Essentials for
Travel and Tourism

Table of Contents
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
Explanation of Key Roles and Responsibilities of Marketing function.................................3
Discussion key roles and responsibilities of marketing which is related to wider organisational
context....................................................................................................................................5
Investigation of Roles and Responsibilities of Marketing in reference with Marketing
Environment...........................................................................................................................6
Analysis of Interrelationships between Marketing and other Functional Units.....................7
LO 2.................................................................................................................................................7
Elements of Marketing Mix....................................................................................................7
Evaluation of Different Tactics used by Trailfinders to Accomplish Business Objectives...9
LO 3...............................................................................................................................................10
Development of a Marketing Plan........................................................................................10
Produce a detailed, coherent, evidence based marketing plan that applies the marketing mix to
meet marketing objectives for a travel and tourism organisation.........................................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing includes all those activities, process and functions which is conducted by the
management team in order to satisfy the requirements and needs of consumers. Marketing is
considered as the core business function which is conducted by every organisation so that they
can promote their business functions in an effective manner (Kakarot-Handtke, 2015). It is the
report which is based on an organisation belongs to Travel and Tourism industry which is
Trailfinders. It is a British Travel company which is well known for its business operations in UK
and Ireland. Along with this, it is a company which mainly have 31 travel centres in UK as well
as 3 in Ireland. It is an organisation operates its business functions at the marketplace of
London (Gregg, 2015). It is the report which covers elaborated discussion about the role of
marketing within a firm as well as discussion which is related with marketing & other
departments of a unit. There is a comparison between different hospitality organisations on
basis of tools of Marketing Mix and a Marketing Plan which can help in attainment of
organisational goals and objectives in an effective manner to Trailfinder.
TASK 1
Explanation of Key Roles and Responsibilities of Marketing function.
Marketing is define as an effective procedure which mainly ensure that each and every
individual become familiar with the services offered by companies to them. For this,
management team of an organisation need to adopt effective promotion strategies which will
assist them in order to retain their potential customers for long period of time. There are different
marketing concepts which need to be considered by the management team of Trailfinders so
that they will be able to perform their business functions in an effective manner (Kakarot-
Handtke, 2015). Some of the most essential concepts of marketing are as follows: Production Concept: It is the concept which mainly based on an approach according to
which an organisation can enhance its supply by reducing their costs. Along with this, it
has also define that companies focused towards production process believes in
economies of scale, therefore with the help of mass production overall cost will be
reduced and increase the profitability (Hair Jrand et. al., 2015). It is the concept which is
enhanced over the period of time as management team in today's world focus on
providing high quality services to their customers in order to retain them for a longer
period of time. Selling Concept: According to selling concept main highlight of this element is that
customers need to buy all the products of the organisation only if they sell it in

aggressive manner. Their main motive is to sell product rather than building relationship
with consumers (Kakarot-Handtke,2015). This concept is developed by the each passing
year as companies believes in developing effective relationship with their customers
rather than just selling them products and services. Product Concept: It is the concept mainly based on assumption that users of product
prefer high quality services which as a result become expensive. Along with this,
management team develop innovative and unique services according to the changing
world which makes the whole service more expensive. In this context, it is said that
company produce high quality services and make them affordable to the customers so
that they can enhance their overall profitability. Marketing Concept: In this concept, customers are the main focus and centre point for
the organisation. Managers of the company provide goods and services according to the
requirements & needs of consumers(Yan and et. al., 2019). It is the concept which
remains same over the period of time as customers are the king and products are
developed in order to satisfy their requirements.
 Societal Marketing Concept: In this method, company generally adopts such methods
which provide benefits to the whole society. Main focus of this method is to develop
consumer as well as the society with the help of there offerings. This is the concept
which also remains constant over the period of time as they operates business functions
for the welfare of society (Horton, 2019).
Apart from this, there are various roles and responsibilities of the marketing function
within Trailfinders which are as follows: Market Research: It is identified as one of the most essential role of marketing
department as they need to examine the whole market trends and situations. This will
assist in developing strategies and policies according to the requirements of customers
(Kakarot-Handtke, 2015). In the context of Trailfinders, role of a marketing manager is to
conduct effective marketing research. On the other hand, responsibilities of a marketing
manager is to utilise that information in an effective manner and gain information
according to the requirements of company.
 Product Designing: It is the method which mainly focusing of developing new and
innovative designs of products so that they can attract large number of customers
towards the organisation. In this case role of marketing manager of Trailfinders is to
design the product in an attractive manner according to the needs and requirements of
consumers. On the other hand, responsibilities for the same is that they need to design

the product so that they can beat the competition and gain competitive advantages at
the marketplace (Williams, 2017).
Discussion key roles and responsibilities of marketing which is related to wider organisational
context
Marketing function in considered as one of the most crucial as well as essential element
of the organisation. It is the business function which is commonly interrelated with other
departmental functions of an organisation. Each and every business department are interrelated
with each other and assist in attaining pre defined goals and objectives of the company.
Marketing department of the organisation is interrelated with other functions of the company
which are as follows: Marketing and Finance: It has been analysed that finance department plays very
essential role in an organisation. In context of Trailfinders, it is identified that there is a
correlation between both marketing and finance department. Financial department is
mainly concerned with management of monetary funds so that they can serve the
customers in an effective manner (Kovačević, 2018). On the other hand, marketing
function mainly emphasises on developing effective promotion and advertising activities
so that they can promote goods and services in an effective manner. For example,
marketing department perform various activities in order to raise funds which assist in
attaining organisational goals and objectives in an effective manner. Therefore,
managers needs to maintain coordination among marketing and finance department
which leads to enhance the overall growth of the company. Marketing and HR: Human Resource Department of an organisation mainly associated
with appointing and hiring highly qualified candidates within their company. Both
marketing as well as HR department share an effective and positive relationship which
leads to the growth of company at the marketplace. Marketing department of the
company promote vacant job position at the marketplace which assist HR manager of to
hire best and suitable candidate in order to attain organisational goals and objectives
(Misni, Norand Ahmad, 2017). For instance, HR manager of Trailfinders takes the whole
responsibility in order to hire new and potential personnel whereas role of marketing
department is to promote and advertise for the vacant job position. With the assistance
of this cross functional relationship, managers will be able to get appropriate human
resource within the company (Hair Jr and et. al., 2015).
 Marketing and Sales: One of the prime responsibility of a company is to enhance the
sales ratio of organisation at the competitive marketplace. For this, managers of the

company retain their potential customers by providing them high quality services
according to their requirements. For this, managers of Trailfinders need to identify the
trends and demands of customers before providing them services. Therefore, customer
base need to be strong for enhancing sales and profitability of the company (Nguyenand
Wait, 2015). For instance, marketing team of Trailfinders identify that adventures
holidays are the preference of customers in today's environment. Therefore, marketing
team need to provide them attractive trips and offered according to their requirements
which as a result enhance the overall sales of the company at the competitive
marketplace.
Investigation of Roles and Responsibilities of Marketing in reference with Marketing
Environment.
Other than organisational contexts, there are various marketing department which have
their own roles & responsibilities involved within marketing environment of an organisation.
Some of the most essential roles and responsibilities are as follows: Monitoring: It is considered as one of the most essential marketing function which
assist in monitoring all the internal as well as external environmental activities (Kakarot-
Handtke, 2015). For instance, political environment is considered as the external
environment where getting visa for some places does not get easily. Therefore, travel
and tourism organisation like Trailfinders identify and track any kind of changes happen
at the business environment which might influence the overall strategies, policies and
functionality of the business organisation. Segmentation: It has been said that marketing functions mainly chose approaches such
as STP which assist in determining various sections for the organisation. This will assist
the management team of company in order to target effective segment. For example,
income level and age group are the basis of segmentation in this context where
managers need to identify the requirements of specific age group in order to attract them
(Kovačević, 2018).
 Information System: It is the responsibility of marketing team or function that they need
to provide appropriate information within Travel and Tourism sector, which includes
Trailfinders. Information could be anything related to the organisation which includes
planning, offerings, implementing new and effective strategies (Routledge.Ramos,
2018). This as a result assist in attaining organisational goals and objectives in an
effective manner as sharing information with customers increase their faith and trust
towards the organisation (Mullin, 2018).

Analysis of Interrelationships between Marketing and other Functional Units
There are various functional units within Trailfinders operates their business functions in
such manner that there goals and objectives will be achieved in an effective manner. Therefore,
marketing departments involve with all these functioning units so that they can enhance their
effectiveness as well as performance at the competitive marketplace. For example, marketing
department coordinate with sales and finance department which positively influence the overall
profitability of the company (Rowley, 2016). On the other hand coordinating with HR department
assist marketing department so that they can enhance their growth rate at the marketplace.
Therefore, relationship between marketing and other department assist in attaining
organisational goals and objectives within limited time period and provide services according to
the set standards.
LO 2
Elements of Marketing Mix
Marketing Mix refers to the combination of different marketing functions which assist in
setting guidance for the organisation. In context of present scenario, Trailfinders and TUI is
chosen as the base company in order to conduct an effective comparison on the basis of
marketing mix.
ELEMENTS OF MARKETING
MIX
Trailfinders TUI
Product
Trailfinders marketing team
adopt differentiation strategy in
order to gain competitive
advantage at the market
place. These services offered
according to the requirements
of consumers which are quite
different from each other
(Misni, Nor and Ahmad, 2017).
It is said that company provide
various service to their
customers. Strategy which is
adopted by TUI is
diversification. Some of the
products offered by the
company is tour packages,
dining services, airlines and so
on.
Price Premium pricing strategy is
used by Trailfinders in order to
attract high class individuals
and families. Services offered
are quite attractive and high
Competitive Pricing Strategy is
used by TUI so that they can
grow at potential market area.
Also, they provide high price
services as compare to their

quality which makes them
expensive (Spiteri, Olstadand
Woods, 2018).
competitors as they provide
distinct features services to
their customers.
Place
Trailfinders use online platform
and physical outlets to provide
service to large number of
customers. With the help of
online portals, consumers
book tickets within few
seconds which attracts large
number of people towards
them.
TUI provide offerings in two
ways which includes outlets
where they provide tour
packages and they have their
own website where customers
get personalised packages.
Promotion
Managers of Trailfinders, use
social media platforms to
promote their goods and
services to large number of
customers within limited time
period.
TUI focuses on traditional
method of promoting goods
and services. It includes
promotion through radio,
television, newspaper and so
on. But now a days they start
using social media to attract
new customers (Nguyen and
Wait, 2015).
People
There are ample number of
people associated with
Trailfinders. Managers hire
highly qualified candidates so
that they can attract
lcustomers towards them by
introducing new and
innovative services (Uchino,
2018).
There are individuals within
different departments such as
CRM, sales and many more.
TUI ensure that they should
provide On-The-Job training
session to their employees
which assist them to grow at
the competitive marketplace.
Process It has been said that various
process are used by
In context of TUI, for
managing online services, a

management team of
Trailfinders. They use their
websites for getting feedback
from the customers on a
regular basis so that they can
develop new strategies and
policies.
sensor is used so that they
can track the requirements of
customers. This will assist
them to modify their tour
packages according to their
demands (Uhland Gollenia,
2016).
Physical Evidence
Physical evidence of the
company is seen through
physical outlets and have
images, videos so that
consumers develop perception
towards the services offered
by the company.
TUI has attractive packaging
and provide high quality
images at their website in
order to attract new customers
towards their organisation
(Uhl and Gollenia, 2016).
Evaluation of Different Tactics used by Trailfinders to Accomplish Business Objectives
With the help of above mentioned analysis, it can easily be identified that there are
various types of companies operates their business functions at the marketplace. Marketing mix
application between both the chosen organisation are quite different from each other . There are
various tactics used by Trailfinders managers in order to enhance profitability and gain
competitive advantages at the marketplace (Williams, 2017). Some of these tactics are as
follows:
 In order to promote services Trailfinders indulge themselves in digital marketing, which
assist them in order to attract large number of customers towards their organisation.
Some of the effective approaches includes marketing through social media, search
engine optimisation and many more (Routledge, Ramos, 2018).
LO 3
Development of a Marketing Plan
Marketing plan define as the detailed report which covers different marketing strategy of
an organisation which they need to communicate with their customers. It will assist in identifying
competitors and target customers available at the marketplace. In the present context of
Trailfinders, management team of the organisation decides to launch a new application which
can also be operated by mobile phone in order to check-in and check-out as well as for

spontaneous bookings (Yan and et. al., 2019). This application is popularly known as “TF
online services” which attract large number of customers towards their organisation. For this,
effective strategic marketing plan are going to be discussed in detail as follows:
Strategic Objectives:
Apart from “TF online services”, there are various objectives which need to
accomplished by the management team of company. Some of the most essential objectives of
the organisations are as follows:
 With the help of this application, within next 3 months managers of the firm decides to
increase their customer base by at least 7%. Apart from this Trailfinders, focused on raising its overall profitability by 10% within 5
months of execution of “TF online services” at the marketplace (Rowley, 2016).
Offerings:
It has been said that this is the company which mainly offers range of tour packages
with the help of online booking website along with physical outlets to the customers within UK
and Ireland. With the help of “TF online services”, customers will book packages according to
their requirements. Along with this, online check-ins and check-outs assist in removing the long
queue notions at physical outlets. Trailfinders offer attractive benefits, discounts to their
potential customers so that they will remain loyal towards the company for a longerperiod of
time (Spiteri, Olstad and Woods, 2018).
STP Model:
It is define as one of the most essential and crucial model generally used by researchers
so that they can conduct marketing activities in appropriate manner. STP stands for
Segmentation, Targeting and Positioning which means to segment potential users of different
sections, target capable and potential customers as well as positing the services at the
marketplace. In context of Trailfinders it is very essential for the management team to target
appropriate market for their new offerings in order to gain maximum returns (Uchino, 2018).
STP approach for the chosen organisation are as follow:
Segmentation: It is define as the process where market is generally divided on the
basis of some characteristics which are going to be discussed as follows: Geographical: It is the element where market is distributed on the basis of geographical
location. In context of “TF online services”, management team of the company
segment customers which mainly belongs to urban areas of Ireland and UK (Uhl and
Gollenia, 2016).

 Demographical: On the other hand, in case of demographical, company segment
customer on the basis of some characteristics which includes gender, income, age and
many more. In case of “TF online services”, management team of Trailfinders segment
customers of UK and Ireland which mainly have income more than £4,000 and those
belongs to the age group of 18-50 (Mullin, 2018).
Targeting: It includes all those people who are categorised by the management team of
company to whom they are going to target (Kakarot-Handtke, 2015). Apart from the above stated
segment, management team of the company target those individuals who belong to urban areas
of Ireland & UK as well as those who have income level of approx. £4,000.
Positioning: It refers to the image of company created by the marketers in front of
customers. “TF online services” is the service offered by management team of Trailfinders in
which is being positioned by the company online, websites and many more. Customers in
today's world use social media on a regular basis which make them familiar with the services
and offers given by the management team (Kakarot-Handtke,2015).
SWOT:
It is an analysis through which management team of an organisation identify their
internal strength and weaknesses along with its external opportunities and threats. This
framework assist in developing effective strategies according to the situations. In the context of
Trailfinders, managers of the company conduct SWOT analysis so that they can identify their
capabilities and potential. Elements of SWOT are going to be discussed as follows:
Strength Weaknesses
 Strength of the company is that there is
strong brand image and loyal customer
base of the Trailfinders at the
marketplace (Mooij, 2018).
 They provide personalised services to
their customers which is considered as
the strength of company.
 Apart from strength, weakness of the
Trailfinders is that they need to modify
their strategies and policies on regular
basis as demands of customers
changes according to the age group.
Opportunities Threats
 Trailfinders might expand their
business functions in other countries
like India, US and many more so that
 Biggest threat for Trailfinders is that
there are large number of competitors
available at the marketplace which

they can enhance their profitability and
sales (Hair Jrand et. al., 2015).
reduce the profit margin of organisation
(Camilleri, 2018).
 Apart from this, needs and desires of
consumers are changing on a regular
basis which affects the functioning of
Trailfinders.
Marketing Budget:
PARTICULARS I II III IV V
Start-Up funds 5300 11000 12450 13030 17140
Investment 4400 7800 5500 4465 8636
TOTAL 9700 18800 17950 17495 25776
MARKETING
OUTLAY
Promotion 7650 7800 6900 12700 13660
Publicity 7650 12100 9900 10500 12200
TOTAL 15300 19900 16800 23200 25860
Monitoring & Controlling:
There are different types of effective measures which is used by managers of an
organisation in order to monitor marketing plan. It has been analysed that one of the best and
effective method used by management team of Trailfinders is Key Performance Indicators. With
the help of these elements organisation will be able to analyse whether task is performed
according to pre defined standards or not (Hair Jr and et. al., 2015). In context of Trailfinders,
managers monitor as well as control all the marketing functions so that they can track, record
and evaluate all the work in an effective manner.
Produce a detailed, coherent, evidence based marketing plan that applies the marketing mix to
meet marketing objectives for a travel and tourism organisation
Marketing Mix: