Marketing Essentials for Travel and Tourism - Module Report

This report delves into the marketing essentials for the travel and tourism industry, using Trailfinders as a case study. It begins by defining the key roles and responsibilities of the marketing function within an organization, examining marketing concepts like production, selling, product, marketing, and societal marketing. The report then explores the interrelationships between the marketing department and other functional units such as finance, HR, and IT. An analysis of the marketing environment and its impact on the marketing function is also provided. The report then moves on to a comparative analysis of the marketing mix (7Ps) of Trailfinders and TUI. Finally, the report concludes with the development of a marketing plan for Trailfinders, incorporating measures for monitoring and evaluation to achieve overall marketing objectives. The report provides a comprehensive overview of marketing strategies and their application within the travel and tourism sector.

Marketing Essentials
for Travel and Tourism
Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3

P1. Explanation of Key Roles and Responsibilities of Marketing function...........................3
P2. Discussion key roles and responsibilities of marketing which is related to wider
organisational context.............................................................................................................5
M1. Investigation of Roles and Responsibilities of Marketing in reference with Marketing
Environment...........................................................................................................................6
M2. Analysis of Interrelationships between Marketing and other Functional Units.............6
D1 Critically analyse the key elements of the marketing function and how they interrelate
with other functional units within a selected tourism organisation........................................7
TASK 2............................................................................................................................................7
P3. Elements of Marketing Mix-475......................................................................................7
M3. Evaluation of Different Tactics used by Trailfinders to Accomplish Business Objectives 8
TASK 3............................................................................................................................................9
P4 Development of a Marketing Plan....................................................................................9
M4 & D2 7Ps of marketing mix includes measures for monitoring and evaluation to achieve
overall marketing objectives.................................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13
Books and journals ..............................................................................................................13

INTRODUCTION
Marketing is considered as an business activity through which business organisations
popularise their products and services at market place in order to maximise their sales
performance in the near future. It also acknowledged as the core business function that enhances
their business performance in effectively. In the present report, Trailfinders is taken as the main
company which belongs to the Travel and Tourism sector. The respective company mainly
operates its business in Ireland and UK (Sahaf, 2019). Trailfinders was mainly incorporated in
the year 1970 and headquartered at UK. This report provides detailed description on role and
responsibilities of the marketing functions, relationship of marketing functions with other
business functions within the entity. Moreover, comparison of two hospitality sector entities will
be on the grounds of marketing mix. Lastly, marketing plan for the same company will be done
so that organisation can attain success in the near future effectively.
TASK 1
P1. Explanation of Key Roles and Responsibilities of Marketing function
Marketing is commonly seen as the effective business function that develops familiarity
of customers with products and services offered by the same entity effectively. In order to
execute their respective roles and responsibilities marketing manager is required to emphasise on
adopting effective promotional activities that ultimately attracts large number of customers
towards them effectively (Sowter,, 2018). In addition to this, there are certain marketing
concepts that are required to be taken into consideration by Trailfinders marketing team which
would help them in executing their several business responsibilities of their respective
department. Some of these concepts are specified as below:
Production Concept: This concept mainly focuses on reducing their cost by simply
increasing number of production units. This concept was followed in the ancient as they only
believes in producing maximum units without concerning about the customers taste and
preferences. With the passing period of time, now the concern of businesses diverted towards
offering high quality of services to the customers with the motive of influencing their interest
towards the same entity and influence them to stay loyal for longer period time.
Selling Concept: This is the another concept which clearly focuses on selling maximum
units to customers rather than focusing on developing their relationship with them. But, the

marketing team focuses on developing relationship with the customers so that they can share
positive relationship with them which would ultimately result in maintaining their sales in the
near future.
Product Concept: This concept focuses on developing highly innovative product and
services to the customers with the motive of satisfying them at extensive level. Inclusion of
innovative features in the product ultimately makes it quite expensive. With the motive of
influencing interest of customers, the marketing team focuses on developing high quality of
innovative products as well as services at affordable prices. This would also result in the increase
in sales performance as well as profitability of entity.
Marketing Concept: This concept clearly focuses on developing products and services
as per customers needs and requirements. This ultimately results in increase in satisfaction level
of the customers which makes them loyal.
Societal Marketing Concept: The respective concept is developed with the motive of
providing benefits to the society. Here, products are developed in such manner which is
beneficial for customers as well as society. Here, certain forms of CSR activities are execute for
societal welfare.
There are certain roles and responsibilities which are performed by the marketing
manager of Trailfinders are specified as below:
 Marketing analysis and gathering information: In this marketing manager of Trailfinders
are required to conduct effective market research so that they can easily develop their
own understanding towards changing needs and expectation of the customers for the
hospitality sector (Heikkilä, Kaipia and Ojala, 2018). With this knowledge they can
easily develop new services and grab attention of maximum number of customers
towards them in rightful manner.
 Product designing is the another responsibilities which is the core part of the marketing
function. Here, main motive of marketing manager is to develop product and services in
such a manner that can meet customers expectation and increases their satisfaction level
in rightful manner. Effective product designing also supports business entities in the
attainment of competitive edge effectively.
 Promotion is acknowledged as the most important responsibility of the marketing
department which mainly focuses on developing knowledge of the customers about the

products and services offered by the same company effectively. Adoption of the
promotional mediums such as social media, digital media, print media, television and
radio provides contribution in increasing their sales performance as well as profitability
of the same entity in rightful manner.
P2. Discussion key roles and responsibilities of marketing which is related to wider
organisational context
Marketing function of every business organisation is directly interrelated with other
functions of the same department. It can be said that, collaborative and inter-related working of
these departments directly provides them support in attaining their predefined goals and
objectives effectively. Interrelationship of marketing department with other business function is
specified as below:
Marketing and Finance: Finance department is responsible for allotting funds to each
and every department as per their core requirement and the budget passed for them by the
superior authorities. With reference to Trailfinders, the respective marketing department is
directly related to the finance department as finance manager provides adequate amount of funds
to marketing team so that they can execute their promotional activities effectively. Effective
coordination among these department directly supports them in attracting maximum number of
customers towards them which results in maximising their sales performance as well as
profitability (Andersson, 2018).
Marketing and HR: The main role of HR department is to recruit highly skilled
workforce within the company so that they can accomplish their organisational objectives in
quicker manner. Here, marketing head to Trailfinders communicates the requirement of
marketing executives to the HR department head along with the specific skills that is compulsory
to be adhered by the required person. As a result, HR department recruits marketing staff
accordingly who will be further executing the same work in appropriate manner.
Marketing and IT department: Marketing and IT department are highly inter
connected with one another. This is so because, marketing team of Trailfinders emphasizes on
offering technological advance services to the customers in order to develop their own relations
with them so that they can maximise their sales performance effectively. Here, it has been
analysed that IT department supports marketing team in developing positive relationship with the
customers by simply developing CRM especially developed for the marketing. Also,IT

department also provides support in managing other activities linked with marketing such as
creating websites, product enhancement, data analysis, database management and many others.
With the effective support of these marketing head of the company can easily execute their work
effectively and attain their respective department as well as organisational goals in quicker
manner (NnadiOkeke, and Alintah-Abel, , 2016).
M1. Investigation of Roles and Responsibilities of Marketing in reference with Marketing
Environment.
Marketing department holds huge role in the growth as well as success of the business
entity. Some of the common roles and responsibilities followed by the marketing head of the
Trailfinders are specified as below:
 The core role of Trailfinders marketing head is to develop effective strategies with which
they can deal with the competition and reduce their operational expenses.
 Marketing is also responsible for executing promotional activities in ethical manner so
that they can sustain longer within the same industry.
 Last but not the least responsibility of the marketing head of Trailfinders is to provide
accurate information to its customers about the services offered by them so that they can
easily trust entity in the near future as it is not cheating them.
M2. Analysis of Interrelationships between Marketing and other Functional Units
Effective coordination among each business function with another is supportive for
entities in gaining competitive edge at the same marketplace. This relationship can be effective
maintained with the clear communication flow. With reference to Trailfinders, it can be said that
the respective emphasises on maintaining their relationship of marketing department with others
for maximising their organisational performance (Adams,Gilbert, and Stobart, 2019). Effective
interrelation among marketing and other department helps entity in enhance its quality of
operations, performance enhancement, avoiding conflicts at workplace, customer attraction and
many others. This clear states that strong relationship among department helps Trailfinders in
attaining their organisational goals and objectives in quicker manner.

D1 Critically analyse the key elements of the marketing function and how they interrelate with
other functional units within a selected tourism organisation
There are different functional units of every organisation and they are interrelated to each other
as they all together have a common objective and are working towards a common aim of the
organisation. In presents scenario of Trailfinders, all these functional department maintain
coordination and assist each other so that they are able to carry all their assigned functions in an
appropriate manner. The main objective of marketing department is to collect the information
from their target market this functions is then assisted by research department to help in making
adequate research before selecting a appropriate marketing strategy.
TASK 2
P3. Elements of Marketing Mix
Marketing mix is commonly acknowledged as the combination of several elements which
includes different strategies adopted by the entities for attaining success. With reference to the
present report, comparison of marketing mix have been performed among Trailfinders and TUI.
All 7 elements of this framework are specified as below:
ELEMENTS OF
MARKETING MIX
Trailfinders TUI
Product
Trailfinders basically provides
travel packages to its
customers which includes
range of services such as
flights, tours, hotels, cruises,
car & motorhome (Li,
Robinson, and Oriade, A.,
2017). It also provides
facilities of customisation to
its customers for enhancing
their satisfaction level.
TUI mainly makes use of
diversification strategy as it
offers diversified products to
its customers. Main products
and services offered by this
entity are tour packages,
dining services, airlines and so
on.
Price It commonly acquirees
premium pricing strategy as its
It emphasises on using
competitive pricing strategies

main focus is on attracting
high class individuals and
families.
with the motive of expanding
their market area.
Place
Services of Trailfinders are
offered at both the online and
physical outlets that
collaboratively attracts large
scale customers towards them.
TUI provide its offerings in
two manner which includes
outlets where they provide tour
packages and on the other
hand they have their own
website where customers get
personalised packages.
Promotion
Marketing head of Trailfinders
makes use of social media
platform for promoting their
products and services.
TUI uses radio, television,
newspaper and so on as the
promotional mediums.
People
Trailfinders hires highly
qualified and creative
candidates within their
company for managing their
organisational work and
attaining their future goals.
Management team of TUI
provide On-The-Job training o
its employees which help them
to enhance their performance
and gain competitive edge at
marketplace marketplace.
Process
The company makes use
several process for developing
new policies as well as
strategies. For this,managers
takes regular based feedbacks
from customers for bringing
modification in the same
company (Moorman, and Day,
2016).
It uses technological advance
process for managing online
services so that they can track
the requirements of customers.
Physical Evidence Trailfinders physical evidence TUI presents its physical

can be seen in the form of
interior of physical outlet,
images, videos and others
which influences customers to
develop perception towards the
same entity.
evidence by developing
highly attractive website for
influencing interest of
maximum customers towards
them in effective manner.
M3. Evaluation of Different Tactics used by Trailfinders to Accomplish Business Objectives
On the basis of the analysis performed above, it has been analysed that the company
focuses on using effective marketing mix. Also, Trailfinders makes use of different tactics for
maximising their profitability that ultimately leads to gain competitive edge. The main tactics
adopted by this entity includes 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 (Morrison, 2018).
TASK 3
P4 Development of a Marketing Plan
Marketing plan is comprehensively said to be as the blueprint of marketing activities as
well as strategies that are communicated to the customers. With reference to Trailfinders, it can
be said that respective manager of entity is emphasising on introducing new mobile application
specially designed for check-in and check out. It also allows customers in performing
spontaneous bookings. This application will attract maximum number of customers towards
them. In this regard, effective strategic marketing plan which explained below:
Strategic Objectives of Trailfinders:
 To increase customer base value with at least 7% within next 4 months. To increase profitability of Trailfinders with around 10% in the next months after launch
of Mobile app at marketplace.
Offerings:
Trailfinders mainly offers several tour packages to customers. Information about the
same can be attained by the customers from its website as well as physical outlets. Mobile
application of Trailfinders would be offering additional services through mobile apps such as
online check-ins and check-outs which supports in reducing the long queue notions at physical

outlets (Schlegelmilch, , 2016). It also offers additional discount offers to customers which
loyalty of customers towards the entity.
STP Model:
STP generally stands for segmentation, targetting and positioning that is supportive in
segmenting potential user at marketplace so that the entity could effectively work on the same
entity accordingly. STP approach of Trailfinders are specified as below:
Segmentation: Marketing head of Trailfinders segments its customers through
Demographical segmentation. This simply includes several characteristics such as gender,
income, age and many more.
Targeting: Here, urban class people of UK and Ireland with the income of £4,000 or
more belonging to the age group of 18-50 year are targeted by Trailfinders.
Positioning: In order to position products and services among customers, marketing head
of Trailfinders makes use of social media, online marketing and website for attracting maximum
potential customers towards them in rapid manner (Labarca, Arceneaux,and Golan, 2020).
SWOT:
SWOT analysis is highly supportive for businesses in developing effective strategies
according to the market situations. With reference to the Trailfinders, swot analysis conducted by
the marketing head of this company for determining their capabilities and potential. All elements
of this framework are specified as below:
Strength Weaknesses
 The company owns highly strong brand
image within sector as it has effective
loyal customer base.
 Personalised services offered by this
company can be taken as its another
strength.
 Targeting done on the income can be
taken as the weakness of Trailfinders as
it directly ignores other customers who
could provide huge business to them.
Opportunities Threats
 Trailfinders can go for business
expansion in other nations too for
attaining higher opportunities as well as
 Increasing competitors within the same
industry are considered as major threat
for Trailfinders that could directly

profitability (Nuseir, 2019). hamper their business performance.
 Changing expectation of customers can
also be taken as another threat as it
might not be possible for the business
to bring modification in their current
offering in every few days.
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
M4 & D2 7Ps of marketing mix includes measures for monitoring and evaluation to achieve
overall marketing objectives
Marketing Mix:
Marketing mix is acknowledged as the another influential framework which is consist of
several models that ultimately helps them out in gaining competitive edge at marketplace
(Schmidt, 2017). With reference to the new mobile application, the respective manager of the
company focuses on developing an effective marketing mix. All of the core elements of this
framework are mentioned as below:

 Product: The company would offer highly technologically advanced mobile application
which will allow customers in developing their understanding about the tour package. It
also provides facility of online check-in and check-outs which ultimately saves time of
customers and also results in the maximisation of their satisfaction level. Price: Services of tour packages are offered at nominal prices but if customers
customises services as per their core requirement then it might become expensive for the
same customers. Place: This online mobile application is available for customers at Apple store as well as
play store. Promotion: In order to promote its mobile application, marketing manager of Trailfinders
makes use of social media marketing tool such as Instagram, Facebook and YouTube. People: The company considers it customers as well as employees as it core people.
Therefore, it takes several initiatives of enhancing satisfaction level of both the
employees and customers with the motive of attaining success at marketplace. Process: In order to introduce this application effectively, the respective company
focuses on making use of technological advance process for its effective execution and
success at marketplace. Physical Evidence: According to this, application must be User-friendly, where each and
each step to acquire service would help in enhancing the effectiveness of services as well
as of new offering.
Monitoring & Controlling:
Marketing head of Trailfinders makes use of the Key Performance Indicators for
measuring and monitoring marketing plan. By doing so effectively they can easily take initiative
of bringing few modifications into the same for acquiring their predetermined goals and
objectives effectively.
CONCLUSION
On the basis of the information specified in the project, it is concluded that marketing is
taken as one of the most essential business function for every organisation so that they can attain
success at marketplace. Also, it has been analysed that the effective execution of marketing
activity simply helps businesses in grabbing attention of the customers and maximise their sales
performance as well as profitability. However, like other business functions marketing