Marketing Processes, Planning, and the Marketing Mix for Tourism

This report provides an analysis of marketing processes and planning within the context of tourism organizations, focusing on Martin Randall Travel as a case study. It examines the key roles and responsibilities of the marketing function, including identifying customer requirements, anticipating needs, generating profits, and ensuring customer satisfaction through effective promotion, distribution, and pricing strategies. The report also discusses the interrelationship between the marketing department and other departments such as Human Resources, Finance, Customer Service, IT, and Production, highlighting the importance of coordination for achieving organizational goals. Furthermore, it compares the marketing mix strategies of Martin Randall Travel and Thomas Cook, analyzing their approaches to product, price, place, promotion, physical evidence, process, and people. The report concludes by outlining the steps involved in creating a marketing plan and producing a media plan, emphasizing the significance of these elements in the success of tourism businesses. Desklib offers a variety of similar solved assignments and past papers to aid students in their studies.

Marketing Processes
and Planning

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Key roles and responsibilities of marketing function............................................................3
P2. Marketing function is inter-related with other departments in the Martin Randall Travel's
context..........................................................................................................................................5
P3. Marketing mix of different organisations..............................................................................6
TASK 3..........................................................................................................................................12
P4 Marketing plan......................................................................................................................12
P5 Producing media plan...........................................................................................................14
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16
Books and Journals:...................................................................................................................16

INTRODUCTION
Marketing process are those aspects which makes value to be attained by customers and
clients which are interested in selling products and services of an organization. Also marketing
process helps in certain aspects like researching, selling, promoting or distributing the goods and
services helps in growth of an organization. This makes significance developed within market
and increases efficiency of an organization. Through such process strong relationship is
developed with customers leading towards needs of customers to be satisfied. Also the process
helps in developing innovation within an business through enhancing strategies and customers
relationship. The organization that has been taken is Martin Randall Travel which is an culture
tour operator within Britain and has small group of tours and travels. The organization was
founded in the year 1988 and makes primary focus upon small groups tours. Also organization
expanded itself in producing music festival which together forms organization. The report is
based upon making discussion done in relation to marketing with roles and responsibilities.
Further in this report thing to be covered is based upon marketing roles and responsibilities. Also
interrelationship between marketing departments of two tourism organizations has been done
with marketing plan has to be discussed.
TASK 1
P1. Key roles and responsibilities of marketing function.
Marketing is one of the most effective activities which is based upon making
organization develop buying and selling of goods with services. This process includes selling,
promotion and delivery of products or services to its customers. Through marketing functions
various important role has been recognized which make potential product to be developed within
an organization that has been introduced within market. In relation to Martin Randall Travel
these functions has ensured that services is placed and meeting is conducted upon wants,
requirements of customers existing in marketplace. The marketing works through branding and
promotion of services which is required to increase participation of customers offering goods and
services.
Roles and responsibilities of marketing function:
 Identify the requirements of customers- This is primary role of marketing functions
which helps in making identification of needs, wants, habits and attitudes of customers

making carefully analyse gathering information making understanding about customers
demanding in market. This is also helpful in developing services as per the perspectives
of customers and there preference become priority.
 Anticipating customer's requirements- This responsibility marketing functions makes
anticipation of requirement to be done over customers as it has been made by Martin
Randall Travel with various benefits which helps in making fulfilment of demands over
potential customers. Also it makes services to be improved through making customers
aspiration achieved by making services improved.
 Making Profits- This is key role of marketing functions which helps in developing of
new and innovative solutions for selling goods to customers making customers proving
value added services in the form of packages and discounts over sales and profit of an
organization which provide clients for having services as per value for money.
 Satisfying the customer's needs- This is an important role which leads upon making
functions to be analysed over identifying needs and wants of customers creating
satisfaction within them. In relation over Martin Randall Travel makes marketing
functions able to create identification over products that demands customers by adding
value to its money.
 Promotion- Promotion is an important perspective which helps in making roles related to
marketing understood more effectively through communication over which message has
been conveyed in relation over organizations product and services to its customers. This
includes details over products that has offered market based upon merits and benefits of
products leading towards making motivation done upon customers required for making
the purchase done. This helps Martin Randall Travel to make its services reach over
customers more effectively helping in making services popular in nature.
 Distribution- Distribution means the activities within which product and services has
moved over developing reach to its users. The role of marketing has helped in making
services distribution possible within market. It can impact profits of an organization and
in relation to organization like Martin Randall Travel the distribution makes awareness
craeted about services provided by the travel organization.
 Pricing- This is based upon monetary value that has been added to an organization
regarding product and services. It is one of the most important part of marketing

functions which creates significant impact over the decision of customer's for ave-haling
services. This makes organizations decide over the price structure required to be kept by
the organization over product and services provided by an organization. In relation to
Martin Randall Travel its marketing department requires to work with the financial
department making price of services set as per the customers price preferences making
organization target customers form every class.
P2. Marketing function is inter-related with other departments in the Martin Randall Travel's
context.
It has been clear from the earlier section that marketing function plays different roles and
responsibilities. In context of Martin Randall Travel, it is very important for the marketing
function to make a coordination with other departments of organisation to accomplish goals and
objectives in a specific time. This is helpful in making organizations develop proper structure
making communication channels developed helping in achieving all perspective that is related
over transferring of information effectively. In Martin Randall Travel's context, the inter-
relationship with other departments is mentioned below:
 Marketing and Human Resource- Human Resource considered to be backbone of an
organization which leads upon working upon welfare of employees required for making
hiring done over right talent with specific budget. The marketing department which
coordinates with HR department helping in ensuring vacant seats required to be fulfilled
through right talent in order to make joining of marketing group within the organization.
Also it deals upon providing appropriate training to its new customers and also over
existing ones that leads upon developing support for addressing challenges within the
market. In relation to Martin Randall Travel's both marketing and Human Resource helps
in making organization develop quality within its employees ratio making organizations
process conducted in smooth and effective way.
 Marketing and Finance- This is important which makes marketing plan and strategies
developed allowing budget to be formed. Under it accounts cost and profit margins of
brand with its various types of services and service line is covered with other aspects. In
relation over Martin Randall Travel's financial department has been provided with
budget making marketing department develop motive required for conducting market

campaigns through other promotional activities in relation over budget. This makes
information gathered with cost of carrying out marketing activity.
 Marketing and customer service- Marketing and customer service is mainly interrelated
with each other making focus over customers to be developed. Under both departments
link has been assessing though demand of customers which requires to be filled with the
helps of product and services. The customer service department of Martin Randall Travel
has helped in providing feedback and review over customers making marketing
department assists within new product making development possible. Under it main focus
is over building positivist regarding customers relationship.
 Marketing and IT- Marketing and IT department has been dealing together for ensuring
marketing and makes objectives of organization achieved in the best way possible. The
IT department has been working over collaboration with marketing team making
equipment developed with latest technology and all functions are working as per needs of
market. In relation over organization like Martin Randall Travel makes services provided
with the helps of latest technology which makes improvement done within services.
 Marketing and production department and operations- Production department is
mainly concerned with the new product development and related operations within the
company. The marketing and production department and operations are interrelated as
they both ensures that new product will match the taste of customers. The production and
marketing department works to research the new tastes that can be add to the existing
ones. On the other side, marketing and operations work together to ensures that
organisational functions are in line with the marketing and objectives of Martin Randall
Travel. This is helpful in making organizations perspectives developed within more
effective manner helping over marketing and promotion department to be improved.
P3. Marketing mix of different organisations.
According to the view of … marketing mix is required to be understood as mix of those
tools makes an organization engage and decides about goals that required for making
accomplishment possible upon goals that has been formed by an organization like high value and
goodwill within the market this make profit to be maximized with various other things. In
relation over Martin Randall Travel marketing mix has been using for adding values over
product and services that makes organization use marketing mix that adds value over products

and services making promotion done over particular product that is done with the help of radio,
television, newspaper, social networks like Twitter, Instagram and so on (What is Marketing
Mix? 7 Ps of Marketing(Product Mix) & Example, 2019). The cost of production which has been
increasing advertisement over cost that has to be added within it. In the beginning marketing mix
is based upon mainly four major elements which are product, price, place and promotion. This
makes progressive strategies with the role of marketing developed that has been making various
aspects including people, process and physical evidence gaining long terms benefits with profit
to be generated by an organizations. In relation over Martin Randall Travel's marketing mix
includes set of plans and tactics that has been helping in making organizational value of the
organization to be created within market. It helps in making elements to be identified that is
important for making inter connection possible with each other. The success of an organizations
is related with the effectiveness created through these 7 P's.
In this aspect it is clear that marketing mix has been covering various kinds of elements
that is based upon product, place, price, promotion, physical evidence, process and people. In
relation over organization like Martin Randall Travel the elements has been helpsin in making
marketing plan to be developed which makes strategies developed successfully. In the table
below there are two organizations that is Martin Randall Travel and Thomas Cookuses
marketing mix to achieve their goals:
Components Martin Randall Travel
Product Martin Randall Travel is one
of the most popular brand
Companies target on European
Union in a major sense to

which is known for its services
related to travel. They have
been offering various kinds or
product to its customers. Its is
having variety of services in
relation to festivals and
seasons within United
Kingdom. It has various
services like travel tourism
package, luxury tickets and
hotel packages.
develop themselves in the
marketplace and also increse
their profitability. In the
corporate world, major
tourism companies focus on
selecting appropriate
advertisement and publicity
for the products in order to
attract customers. The
company performs each and
every function with major
development in order to gain
attention of large number of
tourists. Thomas Cook
company also develop
sustainability in its operations
and formulate effective prices
for providing products at
affordable rates to customers.
In the era of stiff competition
between different tourism
related companies, the
determination of a business
strategy is essential for
developing appropriate
planning framework. It is also
key responsibility of top level
and strategic management of
the company to develop
desired strategy.
Price The organization has different The companies in recent times

variety of products that is
having different varieties
within it services that is based
upon customers segments. In
this product is on high end
category making wider base of
consumer to be achieved which
helps in making segments of
customers to be fulfilled. If
the product is on high-end
category than the prices are
high which will be used by
those customers who are
willing to pay more for
services like catering services
and safety services which
make customers satisfaction to
be craeted. Also its varioius
services has been provided in
order to make stisfactio
achieved in more effective
manner.
are focusing on increasing
prices in the marketplace for
development of product and
services. It is essential for a
company to focus on service
development to highly focus
on business activities. Also it
is key role of strategic
management of Thomas cook
to analyse all marketing forces
which makes company to lead
the competition in a major
sense. Companies also focus
on developing right marketing
strategy to gain market
success. Also it is beneficial
for the business firm to focus
on developing risk free
planning to support tourism
activities. The risk
management should be
managed by professional staff
in tourism industry to perform
operations in a smooth manner
Promotion Martin Randall Travel uses a
range of promotional tools in
order to promote their products
in the market. In order to
promote their product, various
platforms are being used such
as social platforms, T.V.,
The Thomas Cook company
also offer different type of
services in the marketplace
which are beneficial for
service development. The
company regularly provides
marketing services to different

Radio and so on through which
Martin Randall Travel create
awareness and convey the
message about products and
services to it customers. It also
utilizes different tag lines and
slogans which catches
emotions and sentiments of
customers.
customers in order to increase
the after sales support. This
helps in increasing
profitability of the company
and also develop a precise
marketing plan which is
beneficial for whole
organisation. The companies
majorly focus on different
aspects of business
development in order to
compete at the marketplace.
Place This brand creates a significant
impact both in national and
international market because of
their effective modes of
distribution. It focuses on rural
and urban areas both. As the
brand covers more than 200
countries, it is important to
ensure the modes of
distribution to reach the
market. The company is also
operates their business at E-
commerce platform to improve
online sales. Innovative
solutions includes door step
delivery, giftings, festive
collection boxes and so on
allows to grow in the market.

People Human Resource helps
company to get the right talent
involved in the organisational
activities. In Martin Randall
Travel's context, HR facilitates
with proper training to their
employees which supports
them to improve the
understanding and knowledge
to work efficiently.
Thomas Cook hired employees
who have right talent and
skills in order to utilize in the
manufacturing process. So the
work can be completed
without any problems. To
retain employees, they give
appreciation to the employees
in the form of rewards and
compensation.
Process This brand has a very
resourceful process so that they
can deliver their products in
the market on time. Martin
Randall Travel produces their
products in a bulk quantity and
after producing they pass it on
to the wholesalers for the
selling purpose so that their
customers can enjoy delighted
products.
Thomas Cook uses customer
oriented strategy as they have
major concern on the customer
satisfaction. This strategy
helps to enhance the customer
base and developed customer
loyalty.
Physical Evidence Martin Randall Travel never
compromise with designs and
packaging of their products.
They got customer attraction
with its colourful design and
packaging which is changing
as per the festivals and
seasons.
It is also focusing on to create
attractive design and
packaging but it is not that
effective in comparison with
Martin Randall Travel. They
are more focused on to create
best ambience so that
customers purchase it by
seeing the packaging.

TASK 3
P4 Marketing plan
Marketing plan is defined as the document in which marketing department of an
organisation is listing all the activities related to the marketing in order to achieve goals and
objectives (Camilleri, 2018). For the purpose of promotion of goods and services of an
organisation, it is important for Martin Randall Travel to formulate a marketing plan in an
efficient and effective way. It is found that Martin Randall Travel is also deciding marketing
strategies during the marketing plan. With the help of marketing the strategies of company, they
are able to achieve their target market. In the marketing plan of Martin Randall Travel, it
undertakes aims and objectives target market, important marketing tactics, analysing of internal
and external market and marketing budget. All the important elements of strategic marketing
plan is mentioned below:
Executive summary
Marketing plan of Martin Randall Travel is providing an information related to the
marketing activities which able to promote goods and services of an organisation in the market.
It is necessary to understand by organisation that they should plan those marketing activities in
an effective way so that they are able to achieve the goals and objectives. Marketing plan of
Martin Randall Travel is also assists in gaining competitive advantages.
Strategic objectives
In the marketing planning of Martin Randall Travel, it is necessary to specify and clarify
strategic objectives of an organisation which are discussed below:
 To increase the customer base by 5% within 5 months.
 To increase profitability rate by 10% within 1 year.
 To enhance the customer relationship management of an organisation.
Offerings
It is very important to note that offering of an organisation should be according to the
needs and wants of customers so that the services of Martin Randall Travel are not failed in the
market. It is identified that Martin Randall Travel is providing wide range of tour packages to

their customers by both physical and online stores. In addition to this, they are also providing
many support services such as airport services, self check, etc.
Target market
For successful marketing planning, it is very important for every organisation that they
should focus on identification of target market so that they are able to know their customers
(Hanlon, 2022). It is important for Martin Randall Travel to select their potential audience so that
they can design marketing strategies. For the purpose of identification of target market, STP
approach should be used in order to achieve the organisational goals and objectives:
 Segmentation: It divides the whole population in small groups with the similar nature of
characteristics.
 Targeting: In this function, Martin Randall Travel targets the market on the basis of
income of people.
 Positioning: In this process, Martin Randall Travel is making a strategy and setting
image of their products and services in the mind of customer so that they are able to
conveyance with the products and services.
Marketing budget
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

It is an important step in which organisation is monitoring the performances of marketing
plan and measure them with the actual performance (Mero, Tarkiainen and Tobon, 2020). It has
to identify the deviations and take necessary steps.
P5 Producing media plan
Media planning is concerned with identification and determining the media which is used
for promoting the goods and services of an organisation (Stone and et.al., 2020). It supports
marketing plan and also helps to achieve overall objectives of marketing planning. Steps of
media plan are mentioned below:
 Determination of media goals and objectives: It is the first step in which media
planners should clear out the goals which they are established after conducting research
of marketing trends and competitive landscape.
 Determining target audience: It is very important to examine each segment of overall
audience so that they are able to engage all the customers. For that purpose, determining
target audience is very important.
 Consider frequency and reach: It is identified that media planner should consider
frequency and reach in their selected media so that they are able to identify and analyse
that how many times the consumer will be reach to the organisation products or services.
 Selecting right media channel: This is very important for marketers of Martin Randall
Travel choose the right media channel (Mushketova and Fedorova, 2019). There are two
options online and offline channel. It is identified that Martin Randall Travel is selected
both channels because they know the importance of channels.
The selection of media by Martin Randall Travel is both online and offline channels
because there are many people who still believe on old media channels such as newspapers,
televisions and magazines many of them are understand digital media (Akbar and et.al., 2021).
So for the purpose of including each and every potential customer towards the organisational
products and services, it is necessary to include both channels. It is suggested to the organisation
that they should include appropriate digital, social media and offline media channels for the
purpose of communication.

CONCLUSION
It is concluded from the above discussion that marketing is playing a very important role
in the success and growth of an organisation as it helps in promoting the goods and services of
company in the market. It is found in competitive world that if organisation wants to survive and
gain any competitive advantage then it becomes very necessary to understand the importance of
marketing function in the organisation. This report is also analysed the importance of marketing
mix and application on organisation. In addition to this, it also includes a marketing plan and
media plan with in budgetary requirements.

REFERENCES
Books and Journals:
Akbar, M.B., and et.al., 2021. Social marketing: advancing a new planning framework to guide
programmes. RAUSP Management Journal.
Camilleri, M.A., 2018. Strategic planning and the marketing effectiveness audit. In Travel
marketing, tourism economics and the airline product (pp. 117-135). Springer, Cham.
Hanlon, A., 2022. Digital marketing: strategic planning & integration. Sage.
Mero, J., Tarkiainen, A. and Tobon, J., 2020. Effectual and causal reasoning in the adoption of
marketing automation. Industrial Marketing Management, 86, pp.212-222.
Mushketova, N.S. and Fedorova, S.V., 2019, March. Strategic marketing planning in the
petrochemical market. In IOP Conference Series: Materials Science and
Engineering (Vol. 483, No. 1, p. 012053). IOP Publishing.
Stone, M., and et.al., 2020. Artificial intelligence (AI) in strategic marketing decision-making: a
research agenda. The Bottom Line.