Marketing Essentials Report: Analysis for Travel and Tourism Marketing

This report delves into the marketing essentials within the travel and tourism sector, focusing on the key roles and responsibilities of the marketing function, and how these relate to other organizational departments. It then compares how different tourism organizations, specifically Topdeck Travel and Contiki, apply the marketing mix to achieve their business objectives. The report also includes the creation of a basic marketing plan for a travel and tourism organization, outlining strategies to meet specific marketing objectives. The analysis covers aspects like customer satisfaction, promotional strategies, brand building, marketing channels, and target market identification, alongside the interconnections between the marketing department and other crucial departments such as finance, HR, research and development, production, and IT. Furthermore, a comparative analysis of the marketing mix strategies of Topdeck and Contiki is provided, examining their approaches to product, price, promotion, and other relevant elements. The report concludes with a comprehensive marketing plan designed to meet the needs of a travel and tourism organization.

Marketing Essentials for
Travel and Tourism
1

Table of Contents
INTRODUCTION...........................................................................................................................3
MAINBODY....................................................................................................................................3
TASK 1............................................................................................................................................3
P1 Explain the key roles and responsibilities of marketing function..........................................3
P2 Explain how roles and responsibilities of marketing relate to the other organisational
departments. ...............................................................................................................................5
TASK 2............................................................................................................................................6
P3 Compare the ways in which different tourism organisations apply the marketing mix to the
marketing planning process to achieve business objectives.......................................................6
TASK 3............................................................................................................................................8
P4 Produce a basic marketing plan for a travel and tourism organisation to meet marketing
objectives of the organisation......................................................................................................8
CONCLUSION..............................................................................................................................11
REFERENCES .............................................................................................................................12
2

INTRODUCTION
Marketing is the sale, advertising and publicity of the product. The approach of
marketing begins with the product or service designed, produced and being ready for the sale
and delivery to the customers. The approach of marketing is to focus on certain things like right
customer segment, designing and developing of the product which is required by the customers
segment, by communicating the benefits of the product to the customers and gaining profits in
return (Allis and Fraga, 2018). Topdeck Travel is the tour operator company founded in the year
1973. It provides trip for the customers between the age group of 18 to 40 throughout North
America, Europe, Africa, Australia, Asia and Egypt. This report covers about key roles and
responsibilities of the marketing functions. Then it covers how these roles and responsibilities of
marketing relate to the other organisational context and comparison of the ways in which
different tourism companies apply marketing mix to the marketing planning process. Lastly,
report includes a marketing plan for the tour and travel organisation to meet the marketing
objectives.
MAINBODY
TASK 1
P1 Explain the key roles and responsibilities of marketing function.
Marketing refers to the sum total of the all activities that is performed by the companies
in order to promote the goods and services. The marketing has been performs the various roles
and responsibilities for the operations of the business for the purpose of generating high
revenues and profit maximization so hat it leads to longer sustainability and success. Some of
the roles and responsibilities are explained below:
 Attainment of customer satisfaction: The marketing department is concerned with the
customers satisfaction by fulfilling their demand and requirements with the support of
analysis of the feedback that is obtained through intermediaries and something with the
direct interaction survey. This information is used by marketing departments so that they
can implement the changes in order to improve the product and services which will attain
and provides the optimum level of satisfaction to the customers (Chankoson, 2020). The
department should focus on making the advancements as the per the dynamic business
environment as with the change, customers expectation and needs also get increased. I
context to Topdeck traveller company, that used to get the feedback from the customers
through many ways such as questionnaire, online survey and direct interaction that help
3

them to know about the shortcomings in the products and services that is being offered
by the company and this provide support in to make the strategies for the improvements
in the services.
 Promotional strategies: This department is also engaged in formulation and
implementation of the strategies that is promoting the goods and services that is based
on the analysis of the potential and existing customers (Cowan, 2019). This promotional
decision are generally includes various methods, target customers, budget allocation
etc. In relation to the Topdeck traveller company, they are promoting their goods and
services on the various platforms such as TV ads, print advertisements, banners, social
media marketing and search engine optimization etc. which will help the organisation to
attract and retain the large number of customers base.
 Brand building: This is refers to the development of the image of the brand in front of the
customers, and for this marketing department is responsible that helps the organisation
to build its brand through the wide rage and high quality of the product and services who
are being sold to the customers. Brand building is refers to the essential element for the
organisation to attract and retain the customer for the longer period of time. In relation to
the Topdeck company, the organisation is making the efforts in providing the excellent
services while travelling along with the great after services so that strong image can be
build among the customers that help in to longer sustainability and success.
 Marketing channel: This is refers to the channel or system that ensures the distribution
of the products and services to the customers. Marketing department also decides the
way and number of intermediaries that the organisation is like to involve in the
distribution of the product to the final customers. This depends upon the size of the
market in which company is operating. In context to the Topdeck company, this is
multinational traveller, which offers 330 different tours to the 65 countries, this has been
used both direct selling as well as through agencies (Dixit, K.H and Loo, 2019).
 Identification of target market: This departments also plays the very vital role in
identifying the target market through the analysing the features of the product and its
suitability for the category of people. This helps in to segment the market and
development of the marketing strategies for the particular segments, in relation to the
Topdeck company, they has been focused on the people aged between 18 to 39 as
those are physical fit to travel across the world.
4

P2 Explain how roles and responsibilities of marketing relate to the other organisational
departments.
Topdeck is the tour and travel company which provides tours for the people who are
willing to travel and want to explore the world. The interrelationship between different
operational departments of the company are explained in this part. Marketing department roles
and responsibility are interconnected with the other functional departments of the business.
There are various departments in the Topdeck company whose functions are interconnected
with Marketing department of the company. These are discuss below:
 Marketing and Finance department: The major function of marketing department is to
advertises and make publicity of the product or the brand. This can be don through
various posters or newspapers ads etc. To make these activities happens this all needs
budgets to manage all these activities (Eisenstein, 2018). These can be done by
Finance department of the company. Finance department plays most important role in
every company as it is the one who needs to mange all the activities performed in the
business organisation within the limited budget. Finance departments of 5the Topdeck
travel company includes controlling, accounting and auditing segments. It needs to focus
on the planning and organising of the company. Marketers needs to make advertise the
brand and sees if the customers want to purchases that product or not. Accordingly,
finance departments needs to maintain the budget and check the quality of the product
which is selling to the customers. In Topdeck company finance departments ensures
that there services are valuable by the customers travel there or not. Customers are
satisfied or not.
 Marketing and HR department: HR department plays very important role in the
organisation. As there responsibility is to make rules and policies in the companies
organisation which needs to be followed by every employee working in the company. So
there is the interconnection between the HR departments and the marketing department
(Gardiner and Scott, 2018). As work of HR manger is to give training to the employees
so that they performed there work effectively and efficiently. By giving training to the
employees, they can work effectively in the market and in front of customers. Managers
should provide proper training to the marketing department employees and they should
give them details about the company, so that they work effectively in the market. Also,
HR manager should hire those candidates for the company who can show there talents
and provides there skills and knowledge.
5

 Marketing and Research and development department: Research and development
departments is the most crucial department of the company. As it identifies what
customers actually wants. It tells what are the options available for the products and the
brands. Research and development department is responsible for innovation of new
products or services. In Topdeck travel, they work on the designs and innovations of the
services provided to the customers who are travelling with them. Company has
introduced Student travel tours for the youths. This attracts more customers and helps
the company to increase their profits (Gupta, Bhatt and Vaishnava, 2019). Marketing
departments depends on the research departments as services which are to be
innovated are to be advertise by marketing department.
 Marketing and Production and quality department: Production department is responsible
for turning raw materials into the finished goods. This requires a effective planning
process and quality of product. Also they assures the quality of the product selling.
Production department needs to make sure that every product should produced
correctly. This includes correct amount of product, correct quality of the product. If
product quality is good and this will make easy for the marketers to advertise that
product. This will give confidence to the marketers to know about the product and tell
customers about the product.
 Marketing and IT department: IT department and marketing department are interrelated
with each other as IT department role is to make sure that every information in the
company is being receive to the right person at the right time and right place. To manage
the activities and computer system, IT departments is necessary. For online payments,
software update, manage voice-over IPs, upgrade firewalls IT department is necessary.
It includes engineers, data scientists, project developers etc. IT departments is
necessary for the marketing department to make communication with the employees
and customers. Communication can be through online or telephonic (Hall, O’Mahony,
and Gayler, 2017). Also, IT department is working in the Topdeck company for 24/7
hours. This increase the company's profitability and customer satisfaction.
TASK 2
P3 Compare the ways in which different tourism organisations apply the marketing mix to the
marketing planning process to achieve business objectives
Marketing mix is the different marketing functions which helps in setting guidance for the
company. It is the set of marketing tool which is used to peruse its marketing objectives in the
6

target market. It has seven elements which is used by every company to target its market. I
context of present Scenario Topdeck travel and Contiki travel is selected as a base company in
order to carry there comparison in the target market based on Marketing Mix:
Elements of Marketing mix Topdeck Contiki
Product- It is the item or
services that satisfies
customers needs and wants.
It may be tangible or
intangible (Kannisto, 2018).
Topdeck is the our and travel
company as it provides certain
tours that customer wants.
Like it provides specific tours
which is to be demanded by
the customers. Like it
introduces smaller group trip
under the banner of 'Explorer'.
Contiki is also a tour company
which is the biggest competitor
of Topdeck as it also provides
short trips for festival goers.
Likewise it provides
Discoverer, High energy,
Depth explorer, Camping and
Sailing tours for the
customers.
Price- It refers to the amount
which is customer is willing to
pay for the product or services
provided to him. It is only part
of marketing mix which
creates company's value.
Topdeck provides valuable
prices for its tours to the
customers. As company is
less costly than Contiki travel
because its prices of entrance
fees and museums and not
included in the price of overall
tour. But on the other hand its
'Explorer' series is a premium
prices than other trips because
it provides more imitative local
experiences.
Contiki is more costly then
Topdeck because it provides
less free time on tours and
offers more inclusions.
Promotion- Promotions refers
to marketing communications.
It includes some of the
elements that is advertising,
publicity, direct marketing and
sales promotion (Kelley and
et.al., 2019).
Company adopted social
media campaign to make their
promotions and attract their
customers.
Contiki also uses social media
pages to promote their
services and tours. Also they
make advertisements and
sponsor charitable events to
attract customers.
Place- It refers to the Topdeck provides tours for Contiki provides tours for
7

customer convenience that is
where the product or service
is to be promoted so that it
can easily reach to the
customer.
Europe, Africa, Egypt, North
America, Australia, Asia and
New Zealand.
Canada, Latin America,
Northern Asia and middle
east, Australia and New
Zealand etc.
People- Employees who can
do direct contact with the
customers and who
participate in the service
delivery.
Topdesk hires those
employees or candidates for
the company who can work
efficiently and handle the
complaints of the customers.
There is the particular uniform
of the employees working in
the company.
Contiki managers provides
proper training to the
employees so that they
manage their interactions and
communications with the
customers who visits with
them (Kim, Lee and Mjelde,
2018).
Process- It is the procedure,
mechanism and flow of
activities that is to be
delivered by the service.
Topdeck promises the
schedule of tour to the
customers.
Contiki avoids waiting time for
customers and book there
tickets on time. Its tour and
activity runs too smoothly.
Physical evidence- It is the
environment where the
service occurs and where the
customers and employees
interact.
Topdeck provides physical
evidence of the tickets they
books via online or offline
both.
Contiki travels make sure that
there vehicles, gear and other
material works properly so that
customers does not finds any
difficulty in travelling with
them.
TASK 3
P4 Produce a basic marketing plan for a travel and tourism organisation to meet marketing
objectives of the organisation
Marketing plan is used to identify and outline the marketing strategies that are to be
used by the organisation to increase its customer base. Marketing plan helps the company in
identifying smart objective of the company, SWOT analysis, porter's generic strategy, marketing
mix and target market (Koc, 2020).
8

Smart objective: Smart objectives is the objectives or direction which is provided to the
company as it also provides motivation and direction to the employees working in the company.
 Objective of the company to introduce new tours of the Germany for its
customers.
SWOT analysis: Topdeck travel company do SWOT analysis to find company strength,
weakness, opportunity and threats which can affects the business environment. It is discuss
below:
Strength: It is the positive qualities which a company have:
 Reputation in strong in market: Topdeck has a strong reputation in the market of
London. As it has large customers base. So this helps the company in creating its brand
in front of customers.
 Adequate financial resources: Company has adequate financial resources that is to be
used in the promotional strategies to attract the customers and increase their profitability
(Lew, 2020).
Weakness: Weakness are the activities in which company is slow. The weakness of the
company is that there are various competitors in the market like Contiki, Butterfield & Robinson,
Active Adventures etc. They all apply various marketing strategies to attract customers.
Opportunities: Company provides various tours to the customers at low prices from its
competitors. This attracts more customers towards there company and they travel more. Also,
now it is making tour of Germany which can create opportunity for the company.
Threats: As Topdeck is the tour and travel company. So it has many competitors where
customers and shift on the other company. For this company needs to provide better facilities
and services to the customers.
Porter's Generic strategies: Porter's generic strategies are the strategies that is used by the
company to achieve competitive advantage in the market. There are three strategies which are
discuss below:
 Cost leadership strategy: This is the first strategy that is used to minimise the cost of
operations (Meghana, 2018). This helps the company in increasing their revenues and
profits for long term goals. In this strategy company minimize the cost of transportation,
labour cost, manufacturing cost.
9

 Differentiation strategy: In this strategy, company makes its products or services
different from the competitors. This helps the company in attracting the customers and
providing them something different. By doing this company can also make it price
premium.
 Focus strategy: In this last strategy, company focuses on only one area whether it could
be cost leadership or differentiation strategy. This helps the company in increasing its
customers base and their satisfaction (Stalmirska, Whalley and Fallon, 2019).
According to the above strategies, company uses cost leadership strategy to minimize its cost
and increasing customer base. As company needs to make new tour to the Germany to expand
its business.
Marketing mix: It is the journey that is used by the company to set its target market. It consists
of 4Ps :
 Product: Services are provided by the company to satisfy customer needs and wants
and provides them satisfaction.
 Price: Prices of the tour that is manage according to the customers demand and their
willingness.
 Promotion: Promotional strategies should be very effective and for this marketers needs
to be innovative.
 Place: Place at which company wants to introduce its tour in Germany to increasing
customer base and their satisfaction.
Budget
PARTICULARS First Year
Second
Year Third Year
Fourth
Year Fifth Year
Opening capital 2000 0 1200 1700
START-UP CAPITAL 6000
INVESTMENT 10000 10000 10000 10000 10000
TOTAL 16000 12000 10000 10000 10000
MARKETING OUTLAY:
MARKETING 7000 5000 3600 3200 2800
PUBLICITY 7000 7000 5200 5100 4800
TOTAL 14000 12000 8800 8300 7600
Closing capital 2000 0 1200 1700 2400
10

Monitoring and controlling
Monitoring and controlling is done to analyse and evaluate the performance of the
employees or the activities. Manager should control and identifies deviations in the organisation.
Then should take corrective measures to remove those deviations and issues. Continuous
monitoring and controlling helps the managers in working over weak areas of the organisation
(Robinson and et.al., 2016). And helps in increasing its revenue.
CONCLUSION
From the above report it has been concluded that Topdeck is running stable in the
market with large customer base . Marketing helps the company in increasing its customer base
and earning profitability. Company focuses on the customers demand and wants. Marketing
departments performs various roles and responsibilities which helps the company in managing
its customers demand. Also marketing functions depends on the other functional departments of
the company like finance, HR, IT, research and development department etc. This helps the
company in increasing its profitability and gaining customer satisfaction. Then the biggest
competitor of the company is Contiki travels, for this company needs to make its marketing
stargates more powerful. Then a marketing plan is made to outline the marketing strategies of
the company as it wants to explore its tour to Germany.
11

REFRENCES
Allis, T. and Fraga, C., 2018. Tourism, public transport and sustainable mobility.
Chankoson, T., 2020. A Model of Marketing Adaptation Strategy Affecting the Performance of
Thai Tourism Businesses Based on the Thailand 4.0 Concept. Journal of Talent
Development and Excellence. 12(2s), pp.2217-2225.
Cowan, S.E., 2019. Cultural localisation as a strategy to preserve the persuasive function in the
translation of tourism websites from French into English. The Journal of
Internationalization and Localization. 6(2). pp.131-152.
Dixit, S.K., Lee, K.H. and Loo, P.T., 2019. Consumer behavior in hospitality and tourism.
Journal of Global Scholars of Marketing Science. 29(2). pp.151-161.
Eisenstein, B., 2018. Markenführung von Destinationen–Zwischen ökonomischem Nutzen,
sozialer Konstruktion und Machbarkeit. Zeitschrift für Tourismuswissenschaft. 10(1),
pp.67-95.
Gardiner, S. and Scott, N., 2018. Destination Innovation Matrix: A framework for new tourism
experience and market development. Journal of Destination Marketing & Management.
10 pp.122-131.
Gupta, S.K., Bhatt, V.P. and Vaishnava, A., 2019. Online travel trade in India: challenges and
opportunities. In Handbook of Research on International Travel Agency and Tour
Operation Management (pp. 116-132). IGI Global.
Hall, J., O’Mahony, B. and Gayler, J., 2017. Modelling the relationship between attribute
satisfaction, overall satisfaction, and behavioural intentions in Australian ski resorts.
Journal of Travel & Tourism Marketing,. 34(6), pp.764-778.
Kannisto, P., 2018. Travelling like locals: Market resistance in long-term travel. Tourism
Management. 67, pp.297-306.
Kelley, K.M and et.al., 2019. Travel group member type effects in wine tourism: an ECHAID
segmentation. Tourism Recreation Research. 44(1), pp.54-65.
Kim, J., Lee, C.K. and Mjelde, J.W., 2018. Impact of economic policy on international tourism
demand: the case of Abenomics. Current Issues in Tourism. 21(16), pp.1912-1929.
Koc, E., 2020. Cross-Cultural Aspects of Tourism and Hospitality: A Services Marketing and
Management Perspective. Routledge.
Lew, A.A., 2020. The global consciousness path to sustainable tourism: a perspective paper.
Tourism Review.
Meghana, V.P., 2018. Green tourism for sustainable development. Asian Journal of
Multidimensional Research (AJMR). 7(12). pp.206-213.
Robinson, Pand et.a., 2016. Operations management in the travel industry. Cabi.
Stalmirska, A., Whalley, P. and Fallon, P., 2019. Food as a Component in Destination
Marketing. In Tourist Destination Management (pp. 123-141). Springer, Cham.
12