Marketing Essentials for Travel and Tourism: A Comprehensive Analysis

This report provides a comprehensive analysis of marketing essentials within the travel and tourism industry, focusing on the UK-based tour operator, Cosmos. The introduction highlights the significance of marketing in business management, particularly for promoting services to potential customers. The report explores the roles and responsibilities of marketing functions, including identifying customer needs, monitoring competition, innovation, branding, promotion, and research and development. It further examines the integration of marketing with other organizational functions such as research and development, finance, human resources, production, and customer service. The report then delves into how different organizations apply the marketing mix (product, price, place, promotion, people, and process) to achieve business objectives, using Cosmos and Top Deck as examples. Finally, the report outlines a basic marketing plan for Cosmos, aiming to meet its marketing objectives and improve its market position. The content is valuable for students studying marketing or business management, offering insights into real-world applications and strategies within the travel and tourism sector.

Marketing Essentials for
Travel and Tourism

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
P1 Roles and responsibilities of marketing functions.................................................................1
P2 Roles and responsibilities of marketing in wider organisational context of Cosmos............2
LO 2.................................................................................................................................................4
P3 Ways different organisation apply marketing mix to achieve business objectives................4
LO 3.................................................................................................................................................7
P4 Marketing plan for Cosmos to meet marketing objectives....................................................7
Conclusion.......................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is an activity that company uses to promote there products and services to the
potential customers with help of advertisement. For managing a business marketing plays a key
role as it also includes research and development to raise the product in market. Present study is
based on travel and tourism in UK. Cosmos is a UK based tour operators founded in the year
1961, headquarter at Bromley, UK and provides services related to Cosmos Tours Ltd. Study
will include key roles and responsibility of marketing function and its relation with the wider
organisational context of Cosmos. Further reports will include ways in which different
organisations apply marketing mix in planning process so that business objectives can be
achieved. Finally report include basic marketing plans for Cosmos so that it can achieve
marketing objectives(Adeyinka-Ojo and Nair, 2016.)
LO 1
P1 Roles and responsibilities of marketing functions
The major roles and responsibility of marketing functions in Cosmos are as follows:-
 Identify customers needs:- Major role that marketing plays is to identify what
customers are actually in need. For the same they receive feedback from customers and
make plans accordingly. Cosmos is having internal as well as external channels that
collect different information for making strategies so that users needs can be identified to
convert them into customers. This can help the company to increase there market share
and create value in eyes of the customers(Adeyinka-Ojo and Nair, 2016).
 Monitor competition:- Another role of marketing is to track where the company
position in market so that negative points can be overcome related to services and with
help of innovation Cosmos can make good positioning to compete with there rivalries.
Monitoring competition on continuous basis can also bring huge scope for there business
in near future as it will help in improving the quality of there services time to
time(Ahamed And et.al., 2016).
 Innovation:- It is a customers retention technique as competition is increasing it is tough
for Cosmos to keep the position in market but with help of innovation Company is able
to attract huge customers towards them. This continuous innovation helps in bringing
new opportunity and sustaining it for long period. Cosmos is coming with new
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innovative ideas to serve there customers so that any other rivalry is not able to grab
there potential market. Customers have varieties of options in market and they can
switch the product if better options will come. Here marketing plays a major role to
retain customers of Cosmos by making innovative ideas and implementing them in there
organisation.
 Branding:- For bringing a special identity to the product marketing plays an important
role. Cosmos have made there services differentiable from the competitors as a result
they have an separate identity of there offerings. This is all possible due to marketing
that the services of Cosmos are recognised as a brand. It is tough for the companies to
make there products differentiable as competition is very high but by having some
additional features that other rivalry can not think upon can make there products
recognised as a brand in market(Biełuszko and Marciszewska, 2018).
 Promotion:- Marketing also plays an important role in informing customers about there
products and services and motivate them to try it. Cosmos is promoting there services
with help of different advertising like on social media, TV, radio etc. They also do
various sales promotion and believe in personal selling also. Is is important to make your
products recognised in the market and all customers get aware about the actual offering
because market is so wide that customers can not reach directly without having
information. Company have to reach the customers and make such impression that
customers can become loyal towards the offerings.
 Research and development:- Marketing plays a key role in research and development
of products. It is essential for every organisation to identify the ways in which there
products and services can become more enhanced so that they can give tough
competition to there rivalries. For the same marketing helps in bringing new technology
or innovative ways so that products and services can be modified to look more attractive
in eyes of customers. Cosmos is doing research time to time to get aware about the
market conditions and develop there offerings accordingly(Gretzel and et.al., 2016).
P2 Roles and responsibilities of marketing in wider organisational context of Cosmos
Marketing is having different roles and responsibility in wider organisational context of
Cosmos:-
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 Marketing with Research and development:- Marketing plays a significant role in
developing a product as it identifies the need of customers and according research and
development department improve that product and services so that it can get fit to the
customers needs. Both the departments work together to increase the productivity of
Cosmos by giving tough competition to there rivalries. When the product and services
are modified it is responsibility of marketing to re-launch the product in market and
make it more attractive in eyes of the customers. This helps the Cosmos to have a huge
market share and make there services so attractive that all the individuals can easily
identify there offerings within the market(Kitheka and Sirima, 2019).
 Marketing with Finance:- Marketing plays an important role in developing the sales of
Cosmos and finance department have to work closely with marketing so that they can
identify the new trends in business and manage the sales promotion. For all the
promotional activities it is job of finance department to provide funds as a huge cost is
involved in promoting the services of Cosmos in market. Marketing is directly related to
cash flow of business and for advertisement or other promotional activities it is
necessary to have proper finance. Finance department also helps in making budget so
that or promotional activities can take place within the funds available(Kladou and et.al.,
2017).
 Marketing with Human resource:- When company is in need of new potential
employees it is responsibility of the marketing department to attract right talent with help
of different marketing strategies. People usually want to work with the firm that have a
reputation in market. So marketing helps to increase the brand value in market so that
employees having good skills get attracted to work with the firm. Human resource
management also helps Cosmos to identify skilled employees having marketing skills so
that they can make efforts in promoting there services in market.
 Marketing with Production:- Marketing plays a key role in production part of Cosmos.
Production department is responsible for converting inputs into finished outputs. These
finished products are then distributed in market with help of marketing department. Both
the department are interrelated to each other as without production inputs can not be
converted to products and services and to make these finished goods and services
marketing is the only solution(Melo, Hernández-Maestro and Muñoz-Gallego, 2017). It
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is role of marketing to make strategies so that all the customers are able to take services
from Cosmos with help of different mediums.
 Marketing with Customers service:- Customer service department helps in providing
services to customers and also helps in building good relationship with them by giving
them services which they are need of and within the time. Marketing helps service
department to reach the customers on time by providing them proper medium(Qu, Qu
and Chen, 2018).
LO 2
P3 Ways different organisation apply marketing mix to achieve business objectives
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Marketing mix are the tools of business that firm uses to influence there customers to
achieve the objective of firm. They are as follows:-
Product:- Product is a item that can be tangible or intangible and satisfy need of the customers.
Cosmos:- Cosmos is providing services related to tour and travel where customers are
given services related to transportation, sightseeing, accommodations and also guidance. There
are spectacular train rides, overnight cruise ships etc. Cosmos also provide guide facility to bring
destination to life. There services strike a perfect balance when it comes to meal part and
customers can relax at a comfortable, clean and attractive hotels(Zhechev, 2016).
Top deck:- They are providing services for travel and tours and for the same they are
giving facilities like camping, providing hotel facilities and exploring to new places.
Price:- Price is the amount that customers pays for a given product.
Cosmos:- Company have made a good pricing strategy as they charge from customers
according the service they take. Customers can take services according to there budgets. A 250$
per person have to be paid by the customers to reserve the space and that is non-refundable. Final
payment have to be done before 45 days of the vacation. If not paid the reservation is cancelled
and all the pricing depends on the place where the customers are going for vacations.
Top deck:- They are providing services in all possible ranges so that customers are able to
afford in there low budgets also. They are also providing these services at last moment also but
may be possible that charges may rise in last minute deals(Adeyinka-Ojo and Nair, 2016).
Place:- It decides where the services will be available to customers so that it reaches them on
right time.
Cosmos:- Cosmos is providing services related to travel and tourism so they provide
these services at different locations all over the world where customers actually want to take
them. It depends on customers where they actually want to visit, Cosmos is ready with there
services. They are taking there customers to best possible locations of Europe, US, Canada,
America etc.
Top deck:- They are providing these facilities for various destinations like Europe, North
America, Asia, Africa etc. At all the locations company is having many partners that are
providing accommodation facility so that customers can feel relaxed and is bale to enjoy the
trip(Adeyinka-Ojo and Nair, 2016).
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Promotion:- It is communication tool for a firm with help of which customers get aware about
the services that company is offering with help of advertisement or social media marketing.
Cosmos:- Cosmos is promoting there services with help of different activities like doing
various sales promotion or promoting with help TV, radios. These promotions helps in making
customers aware about the product and they also get all the information about the services they
will get.
Top deck:- Company is well known in market due to its innovation and marketing
strategies. They are promoting there services with help of phone through emails, Facebook and
many more social media sources. There are many followers on social media that are waiting for
discounts so that they can have services from Top deck(Ahamed And et.al., 2016).
People:- All organisational activities depends on people who are working in the firm.
Cosmos:- Company is having skilled employees and they are the strength of there
business. There are guides that have full knowledge about the places where company is taking
customers for tour and travel. The staff members are involved from providing transportation
facility to customers and also provides good meals to them(Biełuszko and Marciszewska, 2018).
Top deck:- They are having employees with innovative mind and skilled in there part to
give effective services there clients. There way of presentation is very impressive and attract
many customers to take different services.
Process:- It includes the ways these services are provided to the customers.
Cosmos:- There are different delivery channels through which Cosmos is providing these
services to customers. They have parter ship with different hotels all over the world so that they
can provide accommodation facility to all there clients within the budget(Gretzel and et.al.,
2016).
Top deck:- They plan to make things more effective and for this a proper process is
implemented from attracting customers to make them feel comfortable during the tour. They are
organising camps, hotels that can make them comfortable and relaxed are arranged so that
customers get satisfied with the services.
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Physical evidence:- There are various physical elements included in services provided by travel
and tourism companies.
Cosmos:- There are physical elements that are included when customers take services
like Cosmos provide travelling facility and book tickets of customers. So here tickets and
medium of travelling is the physical evidence.
Top deck:- Physical evidence for services that Top deck provides is the hotels they
arrange, camps that arrange, or transportation facility that they provide(Kitheka and Sirima,
2019).
LO 3
P4 Marketing plan for Cosmos to meet marketing objectives
Executive summary:- Cosmos is a UK based tour operators founded in the year 1961,
headquarter at Bromley, UK and provides services related to Cosmos Tours Ltd(Melo,
Hernández-Maestro and Muñoz-Gallego, 2017). Company have made different plans to improve
there business. Company have been engaged to make new partner all over the worlds. They have
improved there services by implementing services that are also available for clients having less
budgets in hand.
Vision:- To do what makes our customers happy and make our brand global.
Mission:- To anticipate the need of our clients and make them comfortable during the services
by listening to them.
Objectives:-
 To make the services recognised in eyes of customers by doing right things.
 Learn from the mistakes and face all the challenges to make the clients happy with the
services.
SWOT Analysis:-
Strength:-
 Strength of the Cosmos is there employees as they are having good skills to make
customers attracted towards them.
 They are having good partnership with different hotels all over the world.
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 They are having good transportation facility, accommodation and also have
knowledgable guides.
Weaknesses:-
 Have to work on infrastructure as competitors are having much better infrastructure as
compared to Cosmos.
 Information must be available online in detailed manner as website is not having that
much details(Qu, Qu and Chen, 2018).
Opportunity:-
 Should have knowledge bout the leading hotels and have partnership with them as it can
increase there value in market.
 Get aware about the rules and regulations of other country.
Threats:-
 There is a huge competition in market and other travel industry can grab market before
cosmos will be able to do.
 Lack of facilities in other countries can discourage the clients.
Marketing mix of Cosmos:-
Product:- Cosmos is providing services to customers related to transportation, sightseeing,
accommodations and also guidance.
Price:- Company have made a good pricing strategy as they charge from customers according
the service they take and according to there budget.
Place:- Cosmos is providing services at different locations all over the world where customers
actually want to take them.
Promotion:- Cosmos is promoting there services with help of TV, radios and also on social
media(Zhechev, 2016)..
People:- Company is having skilled employees that are the strength of there business. There are
guides that have full knowledge about the places where company is taking customers for tour
and travel.
Process:- There are different delivery channels and have partnership with different hotels all
over the world so that they can provide accommodation facility to all there clients within the
budget.
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Physical evidence:- There are physical elements that are included when customers take services
like Cosmos provide travelling facility and book tickets of customers(Kladou and et.al., 2017).
Budget:-
Basis cost
Research and development £2000
Administrative cost £2500
Travelling cost £3000
Accommodation cost £1000
Total cost £7500
Monitoring and evaluation:-
Bench marking is the practise that helps the company to improve there performance. Cosmos
have set bench mark which they are trying to reach so that they can improve there business
performance.
Conclusion
From the above report it have been concluded that marketing essentials plays an
important role to raise business of Cosmos. There are major roles and responsibilities of
marketing functions with respect to the firm. All departments are interrelated to marketing and
also depends on it. Marketing mix helps the company Cosmos in developing product and
services that can help in achieving the objective of the company. Finally reports concludes about
the marketing plan of cosmos that helps in monitoring there business to achieve the target of the
firm.
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REFERENCES
Books and Journals
Adeyinka-Ojo, S. and Nair, V., 2016. Destination Branding Framework in Tourism Research: A
State-of-the-Art Gap Analysis.
Adeyinka-Ojo, S. and Nair, V., 2016. Destination Branding Framework in Tourism Research: A
State-of-the-Art Gap Analysis.
Ahamed, I. And et.al., 2016. Prospects of E-Tourism Ecosystem in Bangladesh: Services and
Infrastructure.
Biełuszko, K. and Marciszewska, B., 2018. Room Rate Parity vs. Rate Fences in the Context of
Price Discrimination Theory: the Case of the Polish Hospitality Market. Argumenta
Oeconomica, (2 (41)). pp.113-133.
Gretzel, U. and et.al., 2016. Tourism disaster resilience scorecard for destinations (TDRSD): the
case of Manta. Ecuador. International Journal of Tourism Cities.
Kitheka, B. and Sirima, A., 2019. 15 Tourism governance and organisational infrastructure in the
East African Community. Positive Tourism in Africa.
Kladou, S. and et.al., 2017. The role of brand elements in destination branding. Journal of
Destination Marketing & Management. 6(4). pp.426-435.
Melo, A.J., Hernández-Maestro, R.M. and Muñoz-Gallego, P.A., 2017. Service quality
perceptions, online visibility, and business performance in rural lodging establishments.
Journal of Travel Research. 56(2), pp.250-262.
Qu, Y., Qu, H. and Chen, G., 2018. Market segmentation for a leverage revitalization of China’s
inbound tourism: the case of US leisure tourists. Current Issues in Tourism. 21(6). pp.646-
662.
Zhechev, V., 2016. Integrated marketing communications of hotel chains. The Routledge
Handbook of Hotel Chain Management. p.274.
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q=Marketing+mix+7ps&source=lnms&sa=X&ved=0ahUKEwiAqoXmmOTjAhXBXisKHSc8Bs
QQ_AUIDCgA&biw=1452&bih=726&dpr=0.9>
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