Marketing Essentials for Travel and Tourism: Report and Analysis

This report delves into the marketing essentials for the travel and tourism industry, using Topdeck as a case study. It examines the roles and responsibilities of the marketing function, emphasizing market research, promotion, product design, pricing, and distribution. The report explores the interrelationships between marketing and other departments like human resources, finance, and production, highlighting the importance of coordination for business success. Furthermore, it analyzes the marketing mix elements (product, price, place, and promotion) and their application in the marketing planning process, comparing Topdeck with competitors like Travelodge. The report also includes an overview of a marketing plan for a travel and tourism company, providing valuable insights into the practical application of marketing principles within the industry.

Marketing Essentials for
Travel and Tourism

Table of Contents
INTRODUCTION...........................................................................................................................3
P1 Roles and responsibility of the marketing function....................................................................3
P2. Interrelationship between marketing and other functions.....................................................5
P3 marketing mix to the marketing planning process with different travel tourism organisation
.....................................................................................................................................................7
P4 Marketing plan for a travel and tourism ...............................................................................9
Conclusion ....................................................................................................................................10
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing is the study of promoting, advertising and selling the products and services to
customers. Marketing can make consumer aware about products and services which is being sold
by company. (Uncles, 2018). Selling and distributing of the good and services to promote the
product in the market. In this project travel and tourism company is Topdeck. Company is a tour
operator and also provide trips throughout the Europe, Asian, north America, Africa, middle east,
Egypt. Topdeck also offers 330 different tours in 65 countries. Topdeck was founded in 1973 is a
London based travel and tourism company which provide trips for people under the age
background of 18 to 39 years. They provide the trips in the buses and the first trip of the
company was to Spain to Morocco. Top deck also earned some awards throughout in their carrier
they won the award as favourite big tour operator and favourite big operator in west Europe as
well. This report will highlight the role and responsibility of marketing. It will also lay emphasis
on marketing functions and their inter-relationship with other functional units marketing mix and
comparison with other market competitors. Study will also lay emphasis on the marketing plan
which is made by company
TASK
P1 Roles and responsibility of the marketing function
Marketing is an essential is part of the organization. Topdeck as a travel tourism
company marketing player a vital role in the advertisement and promotion to promote Topdeck
tours and trips as they provide in the market. Marketing functions has some role and
responsibility which are as follows:
Market Research: It is major function of marketing, in Topdeck as they have competitors
like Travelodge and premium tours. Company is being engaged in doing deep market research
about trends that are going in an on market. Top Deck company is also engaged in doing
research about the strategies used by competitors. (Perreault, 2018). Marketing research lays
emphasis on the trends that are going on and what people follow in the current time, what they
are picking as a customer and what they are rejecting at the same time this also need to be
researched. In marketing research Topdeck requires the future trends in the market and the also
set campaigns for the customers’ needs and what are on to at this time. What customer looking
for and here Topdeck research and campaign for upcoming seasons trends like if people is

looking for summer holidays also they must be searching beach destinations (Okumus and Cetin,
2018).
Promotion: marketing is helpful in promoting brand and generating sales in business unit. Each
firm aims to raise its brand image through promotional activities business and raise awareness
among consumers that may help organization in promoting the brand in significant manner.
Topdeck is also involved in making use of various promotional channels in order to attract more
and reach out more consumers. Various channels that are being used by company is social media
for example Facebook, Instagram that has supported them to reach out large range of consumers.
Product designing: Conducting research is one of the most important function of marketing,
marketing team conduct primary and secondary research in order to identify needs of consumers.
This aids business in knowing needs of potential buyers and offering them services according to
their specific requirements. This is beneficial in order to make people positive and attracting
more buyers towards the organization. Topdeck logos are made attractive so that they can attract
more number of consumers. (Rowley, 2016). They print and design their packages and their
billboards on the streets of London to just get attention of customer.
Pricing: this is the essential function of marketing department, every traveler looks at the price of
trip or tour package and accordingly they buy that packages. Marketing aids in knowing their
buying capacity and their interest of spending. By this way companies can set that prices so that
more consumers take interest in the project (Malhotra, 2015).
1. Distribution and selling: Marketing is helpful in analyzing the best way to distribute the
products and services. By this way enterprise can reach to mass audience and can offer
services to large number of people. This aids in raising sales of company to great extent.
In tours and travels transportation has its impact on business as topdeck as in tours and
travel business who also provide the trips like road trips so they need a proper
transplantation (Pike, 2015). When customers are looking for road trip as and there
holiday so they want they best and comfortable rides in there whole road trip time so top
deck select some best rides like buses for group of peoples. In modern times solo ride is
very famous these days so they pick some excellent bikes and cars which are not costly to
them and customers as well. They deliver product which have an impact on the marketing
campaigns. (Sharp, 2016)

P2. Interrelationship between marketing and other functions
Relationship between various departmental units create positive impact on business unit,
each company aims to develop coordination between various departments so that work
performance of the firm can be improved and enterprise can gain competitive advantage in the
market.
Marketing and human resource department
Both these departments have significant relationship with each other, human resource
unit works to manage talent and recruit the right person in the organization. Topdeck always
want to work with experienced people those who have knowledge of market and they can
understand need of potential buyers. By this way they will be able to serve them well. This
marketing departments inform HR team about future demand and how many employees
company need to meet that demand (Lane, 2016). HR team give training to workers so that they
can contribute well in meeting future demand. If both departments coordinate with each other in
significant manner, then Topdeck can get benefit from it and can enhance its performance in the
market to great extent.
Marketing and financial department
Both these departments have high contribution in the success of business unit. Companies
always ensure that it has adequate funds to run the business operations. Financial department of
organization ensure to allocate funds in proper manner so that each department can run their
necessary activities (Purvis, 2015). This department emphasis on cost management so that
wastage can be minimized and profit of firm can be raised. Marketing department is working to
generate more sales so that company can gain success in the market. Hence marketing team
works to raise cash inflow in business that helps the Topdeck in attracting new buyers and
encouraging them to spend money to buy services of the firm. Coordination of both these
departments is helpful in managing funds well and utilizing capital in significant manner so that
best results can be generated.
Marketing and production departments
Production department is responsible for producing high quality products and services
and marketing department is responsible for conducting market research to analyzing the needs
of potential buyers (Lane, 2016). Both these functional units play significant role in business
unit. Marketing team carry out market research and get to know about specific requirements of

consumers. They take support of primary and secondary data sources to know more about market
demand and needs of buyers. This information is communicated to the production department
and this department produce tour packages according to their needs. Marketing strategies- it
involves putting all information through marketing research to work. Plans and strategies are
made for the marketing team by the research team that marketing has to do promotion of those
products which have good scope in the market and from that area we can make customers and
built our respect and business in the market. Marketing strategies helps the marketing team to
promote and advertise in the same section to gather more customer attraction. Topdeck is
company that set the needs of the customer and also make a good relationship with these
customers(Lane, 2016) This interaction help business and satisfying consumers and attracting
more buyers towards the organization. Coordination of both these department is beneficial for
the Topdeck, if there is no interrelationship between these departments then company might get
fail to retain consumers and raise profit of the firm to great extent.
Marketing and research department
Research team have to conduct research about best way to produce quality services or
products and also R&D team identify the issues in existing products so that improvement can be
made accordingly. Marketing team help in gathering views of customers so that actual problem
can be identified and necessary changes can be made in existing products (Rowley, 2016). This
relationship of both department helps in gaining actual detail and giving positive changes to firm
so that Topdeck can work better and can gain competitive advantage. Interrelationship between
marketing and research and development- all the business of the topdeck is on research and
development team work closely with the marketing department. Marketing requires the
promotion and advertisement and here research and development department role play there
major part of creative ideas where they need new suggestions and ideas to promote the tours and
travels packages and new trips with existing offers they give to customers. Marketing research
process of gathering, collecting and analysing the data of customers as they are doing research
activities they perform (Okumus and Cetin, 2018). Understanding the data of customers and
reviewing the changes before it actually changes. Topdeck have some incredible staff who
operate by the research work as they notice the need of the customers like what kind of the actual
trips and packages they want from the company for them to create. Conducting the survey for the
customers to take the feedback on the trips taken by the existing customers.

P3 marketing mix to the marketing planning process with different travel tourism organisation
Marketing mix Travelodge Topdeck
Product Product is the first in the list of
marketing mix. Product that a
consumer needs and wants to
buy and is the heart of the
marketing mix. In the
travelodege provide trips in
US, UK's best hotels and trips
across the country. Product
needs to be designed carefully
where they are most tour and
activity operators do is
conduct service blue printing
Product is the most precious
tool in the marketing mix. It is
tangible product is not easy to
examine. Product of topdeck
are travel in buses, the best
hotel of London and across the
world. They also provide road
trips.
Price The second p in the marketing
mix is the price which shows
the impact on the product and
business when it comes to
price. Travelodge provide
some special prices on there
different product and services
like London central Waterloo
10% off and on every hotels
with some high prices on
different ranges in the hotels.
Price involves profitable,
attractive to customers and in
competitive your niche. Like
they Europe tours from
US$2699 from departure to
destination.
Place Place in the travel tourism
sector where customer buys
there product and services both
have same styled and platform
According to place where
customers have a visit on
topdeck have visiting site like
tripadvisor and the top deck's

for the customers visits but
travelodege office is in north
London where they have big
marketed share.
self owned websites.
Promotion Promotion plays a very
important role in the marketing
mix how they get consumers
from there special discounts
and existing offers. Promotion
is the habit in marketing and
sales is to think in terms of
promotion in all the time.
Here promotion billboards
research teams, company need
to inform and pursue potential
customers. Right promotion
will develop and set them in
the market(Griffitts, 2016).
Advertising. Publicity and
sales promotion are the main
tools in the promotion.
Physical evidence In the physical evidence in the
sector of tour and travels
industry it is not possible to
show the product before it is
purchased from travelodge is
provide images of hotel and
view of these and further
information.
In physical evidence customer
can not test it before
purchasing them and there is
only one solution for them by
topdeck they provide
templates, actual image of the
hotel , photos of the existing
customer's trips and the review
wrote from the last customer
or experienced customers.
People They have some 11ooo and
more employees with efficient
team working and serving in
this industry
Topdeck have not that many
employees as travelodege but
serving and giving tough fight
to other competitors in the
market.
Processes Deliver the services to the
customers with following
Tour information, preparing
itineraries, service providers,

different stages booking of
hotel and trips have specific
process .
planning costing tours and at
last ticketing.
P4 Marketing plan for a travel and tourism
Executive summary- Topdeck is tours and travel company which came up with a new
idea as in the modern world as people like to explore by their own without any guide so they
came up with the idea of road trips with topdeck, here they introduce bikes, vans, buses and cars
for the traveller who want to travel with friends, family or go solo with their own.
Mission- Top deck's mission is to give their customer the best out of all and they want their
customers to give their best experience when they travel with topdeck.
Vision- vision of topdeck is to give new experience and new adventures and satisfy them .
Objectives-
 To increase sales of new service of providing health food by 10% till the end of year
2020
 To increase the market share by 30% till the end of year 2022
 To enhance consumer experience by 10% in upcoming 6 months
 To increase the profitability by 20% till the end of year 2020.
 To give there customers the best experience and new adventures in the trip.
Situational analysis- SWOT of topdeck
Strengths of topdeck- topdeck strengths are that they have great market across all over the
world
Weaknesses of topdeck- they have a weakness like they only provides particular destination from
particular region.
Opportunities - they know the well about leading hotels, restaurants and public places.
Threats- Europe is fighting from crisis which affects them in their business of travel industry
and very few people are travelling.
Marketing strategy of topdeck –
 product of topdeck are best travel trips on phones.

 Price of topdeck is around US$ 2166 ,most attractive price for small destination Europe.
Place they provide every place in the Europe(Baker and Saren, 2016).
 Asia, America, north east. Promotion by online marketing and also run its blogs.
 Company will hire most experienced person to work in marketing department and also
gives them attractive incentives so that they work better
 It will design its logo in such unique manner that have eye catching colours etc. so that
more people get attracted towards the brand.
 Process of solving complains of consumers will be smooth, as customer can mark their
complains on its website and customer care executive will resolve that problem soon.
Segmentation, targeting, positioning (STP)
Segmentation on the geographic basis they have more customer's from Europe where they
segmented the market(Piñeiro-Otero and Martínez-Rolán, 2016). They are targeting peoples
from 18 to 39. Positioning on the price where customers mostly pays attention on it. Firm will
use cost positioning method to gain attention of large audience. This would be better for the firm
to raise profit and sustain in market for longer duration.
Budget
The entire marketing budget will be 500 Pound. Salaries will require investment of
200Pound, marketing expenses will be 150 Pound, rent will require 50 Pound investment and
utility bill will need 100Pound. This budget entire marketing plan will be executed well and it
will be able to meet the objective of marketing successfully.
Controlling and monitoring
Company will take feedback from consumers and employees in order to analysing loop
fall in existing plan , this would be better in monitor the progress of entire marketing planning.
Apart from this, firm will use test marketing concept and will monitor the success rate.
CONCLUSION
Travel industry plays an important role in expanding the business and gives boost to
tourism in the country and it also attracts people from other countries. People like to travel
where topdeck provide some best transportation facilities in the leading airlines and they want to
know about the places.

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