Comprehensive Marketing Strategy Report for Sohe Travel and Tours

This report provides a detailed marketing analysis of Sohe Travel and Tours, a leading travel company. It explores the roles and responsibilities within the marketing function, including recognizing consumer needs and predicting demand. The report examines the impact of both internal and external environments, utilizing Porter's Five Forces to analyze competitive rivalry, new entrants, and the bargaining power of suppliers and buyers. It delves into how the organization applies the marketing mix (product, price, place, and promotion) and compares Sohe Travel and Tours' marketing strategies with those of Star Tours and Escorted UK tours. Furthermore, the report discusses the interrelation of marketing with other functional units and culminates in a basic marketing plan, offering a comprehensive overview of the company's marketing approach. The report is designed to help students understand marketing strategies, mix and analysis.

Marketing at Sohe
Travel and Tours

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
P1 Role and responsibility with reference marketing function...................................................3
M1 Analyse roles and responsibility towards marketing environment.......................................4
D1 Element of marketing function and how it interrelate with functional unit...........................5
P2 How role and responsibility of marketing associated with organisational.............................6
M2 Analyse importance of interrelation among marketing and other functional unit................7
P3 How organisation apply marketing mix.................................................................................7
M3 Several tactics apply in organisation...................................................................................13
D2 Strategic marketing plan......................................................................................................13
P4 Produce basic marketing plan...............................................................................................13
M4 Coherent based evidence marketing plan............................................................................14
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
The marketing analysis is more significant Sohe Travel and tours for its brand name and
profitability. Sohe Travel and tours is one of the leading travel company (Chen, 2020). This will
aid in increasing insight for the existing competitive condition in the current market place.
Marketing analysis is most essential concept in order to recognise for the gaps as well as
opportunity that facilitates in respect marketing leaders that will leads towards informed
decision. The report is aim towards analysis respect of marketing condition with reference
towards business prospect. The report covers topics such as role and responsibility with reference
marketing function, how role and responsibility of marketing associated with organisational, how
organisation apply marketing mix, Produce basic marketing plan.
MAIN BODY
P1 Role and responsibility with reference marketing function
The function of marketing is directly associated in context of buying and selling towards
product in order to fulfil actual need of potential consumer (Aicher, 2018). The optimum role
and function with reference of marketing that consist of transportation of product that is essential
while storing respective product, market collection, information that is essential for needs of
consumer. In large context marketing function associated with recognising actual need of
consumer, predict demand of consumer, recognise method to enhance profit. In context of Sohe
Travel and Tours here are key roles and responsibility associated with marketing function are
mention below-
Recognising need of consumer- The function of marketing is mainly optimum
responsibility in order to recognising actual need of potential consumer. The primary focus aims
towards recognizing actual need, attitude, wants, habits of consumer, clear analysis of
information what is essential for consumer and what they prefer to buy in fulfill its demand in
competitive market place.

Predict demand of consumer-The department of Marketing is equally responsible for
predict actual demand of consumer so that company can identify requirement of consumer. This
will provide more real benefits that aid company in order to meet real terms demand as well as
need of consumer.
Fulfilling consumer need- It is one of the primary role with reference to marketing
function that fulfil actual needs of consumer. The marketing recognise whether product will meet
or satisfy actual requirement of consumer. So that company can offer value for money goods and
services.
Making profit-The function of marketing is mainly responsible in order to brings new and
creative method to sell wide range of product and service (Albayrak, 2018). It will consist of
delivering optimum value to consumer in order to add on packages that can be provided within
value of consumer with money utilisation so that they can enhance overall increased towards
sales and profit in company.
M1 Analyse roles and responsibility towards marketing environment
Impact of Internal Environment
The analysis towards internal environment of Sohe Travel and Tours that contribute best plan of
effective marketing.
Strength-Main strength of Sohe Travel and Tours coves specific taste with reference to
their consumer. The location or site outlet is also most effective feature that attract organisation
potential consumer mind towards it.
Weakness-Organisation range of product leads to cover overall requirement towards
limited consumer sector (Beirman, 2020). Organisation has variety range of small to large outlet
that leads to cover more space with respect to competitors in order to grab attention of mass
audience.
Opportunities-In Sohe Travel and Tours, this will cover maximum opportunity that
cover variety range of product offerings that fulfil actual need of potential consumer. This will
belongs to variety range that accomplish several geographical region requirement. Organisation
has more scope that enlarge business with proper introducing with large number of outlets.
Threat-The competitors in travel and tours industry are increasing at wide range. It act as
one of the biggest threat of business that may considered as biggest loss towards Sohe Travel and
Tours consumer.

Impact of External Environment
This can be done by applying Porters Five Forces in order to impact of External
Environment.
Competitive Rivalry-Travel & Travel business is form to attract more investment in
terms of investment. In Sohe Travel and Tours execute market in competitive environment for
example Radios, Hilton etc They are big player operated in international market with appropriate
capturing of UK market.
Threat of New Entrants-Travel industry is most attractive one that cover more investor
so that it can enter within industry while carry out consideration through maximum profit in
industry. This will raise the threat of new entrant in Sohe Travel and Tours (Buzova, 2019). They
manage their threat at very moderate level in order to established well build brand image or
reputation that generate unique taste. It will develop most difficult task in terms of competitors
so that no replicate will execute.
Bargaining power of supplier-Supplier in terms of raw material leads to operate in
market. Here company supplier dictate own terms and application that involve optimum number
of transaction reference to small, medium and large company, In existing scenario, Sohe Travel
and Tours, it act as medium terms of bargaining in supplier. In some context company supplier
as work upon on its terms.
Bargaining power of buyer-Bargaining power of buyer in travel industry is high, so
most of the buyers associated with number of option in purchasing, That is why they contain
high bargaining power associated with set price concerning with competitive market.
Threat of substitute product- Threat of Sohe Travel and Tours product range is high,
This will cover more competitor in UK market that deliver affordable product and service with
qualitative price (Chang and et.al., 2018). This is highly essential required to handle its threat of
substitute product with unique features.
D1 Element of marketing function and how it interrelate with functional unit
In Sohe Travel and Tours, overall dependency concern with marketing decision that
consist of participation of business function so that it will cover informed business decision. .
The optimum efficient as well as effective working concerned with marketing decision that is
needed in role as well as involvement with optimum function by execution or designing model,
structure of marketing with proper planning along with control. This will execute overall

effective objective of marketing strategy. The interrelation of several department is associated in
order to accomplish business goal in proper effective manner. Functioning in production
department ensure premium and high quality of product. It will covers proper functioning
through optimum strategy with business stakeholders. This will raise chance of market planning
with business objective. While considering significant working upon organisational function
with reference to marketing department. It will acknowledge optimum level of situation that is
interlinked with other department to counter maximum benefit with business perspective interest.
This will ensure appropriate level of working in efficient and effective manner.
P2 How role and responsibility of marketing associated with organisational
The function of marketing is associated with B2B and B2C form of business. Here each
type of business consist of marketing function concern with direct marketing, advertising, events,
public relation as well as internet marketing (Chang and et.al., 2020). In Sohe Travel and Tours,
ultimate focus upon the organisation in order to maintain proper work coordination is required
from one function to another in organisation so that they can established better form of
marketing strategy. It will aid organisation to accomplish business goal of company with
reference activity of B2B and B2C. The interrelation among each functional department gets
benefit in making effective form of strategy that will tackle actual need of consumer.
Marketing process
In Sohe Travel and Tours, marketing consist of wide activity as well as process that is
associated with initiation with journey of product range with reference to production and
consumption. In environment aspect of marketing its is related with function of marketing that
aims towards appropriate linkage among producer and consumer. The actual process of
marketing leads towards creation with effective form of developing strong effective strategy.
Here 4 marketing Ps are ready to implemented as strategy in order to retain existing consumer as
well as attracting more new potential consumer.
Product-The department of marketing is mainly concern with overall designing the
actual product range in order to meet or recognise actual requirement as well as need of
consumer.
Price-The process of marketing is aim towards delivering more price of the appropriate
right of product range while comparison with the competitive market price in order to develop
more affordable price range concern with consumer.

Place-In marketing process, product must be place in appropriate marketplace so that it
can reach at mass audience.
Promotion-It consist of adoption as well as development with reference of effective
promotional tools through proper medium in order to influence or attract mass potential
consumer towards business.
M2 Analyse importance of interrelation among marketing and other functional unit
Function of marketing is attached with several functional unit with the organisation. The
department of marketing is associated with finance. It needed economic resources in order to
implemented actual planning, research, execution of marketing plan so that they can design
overall marketing plan can be effectively design to meet actual marketing plan. It will leads to
cover appropriate cooperation as well as coordination with reference to finance and other several
department. with the purpose of working together to meet business goal successfully. The
department of marketing need proper suitable description that covers all types of marketing
strategy in order to target actual optimum market (Zhang, 2019). The working of marketing
department is concern with human resource in order to find out appropriate candidate who can
easily perform marketing plan very effectively. This will leads to covers overall analysing
overall marketing plan objective associated with business and organisation context.
P3 How organisation apply marketing mix
This segment is focus upon analysing along with application towards marketing mix within
different organisation. With this aim activity of Star Tours marketing mix need to be compared
with Sohe Travel and Tours along Escorted UK tour. The aspect of application in marketing mix
associated with relatives outcome (Dominici, 2017). This is generally utilise in marketing mix, in
order to examine existing situation within the market place while developing actual market plan.
The purpose of focus within organisation that associated with product, price, place, promotion.
The overall evolving towards strategic function of marketing facilitate aspect to accomplish
overall long term plan in organisation. It will considered strategic function of marketing that
aims towards P’S in order to develop strong base of consumer. They also covers more efforts
towards extension linked with people, process and physical evidence. This will aid in delivering
optimum value of money while maintain competitive edge.
Comparison of goal and objective

Name of companies Goals Objectives
Sohe Travel and Tours It deliver consumer one of the
best service in order to build
up leader of market.
To give regular good quality
service to potential consumer.
Star Tours To become more effective,
integrated leader in Tourism
industry (Gupta, 2019).
To give superior quality of
product offerings as well as
services that focus upon
quality services.
Escorted UK tour To serve superior value
towards target consumer that
consistent upon friendly
environment (Holbrook,
2018).
To build highest growth in
delivering best services
through optimum value
creator within the shareholder
in order to maintain high
profile sustainability
development in marketplace.
Different product/ service
Company Product/ service
Sohe Travel and Tours In organisation they prefer to sell wide range
category of product and service that covers
wide range choice of consumer. It will aid in
order to attract more consumer while reaching
targeted efficient market. The different method
such as fascinating offers to generate interest
towards tour packages. Consumer prefer some
fascinating tours packaging so that maximum
consumer will attract through influencing
marketing plan. They consider to deliver
valuable product and service range.
Star Tours It deal in wide range of product service
offerings. It focus to cover budgets group of

items so that they can coverage wide category
of consumer through optimum quality.
Escorted UK tour This is one leading organisation of travel and
tour and offers numbers of service and product
packages to tap diverse range from different
range of diverse background.
Pricing tactics
Company Pricing tactics
Sohe Travel and Tours Organisation focus upon cost leadership
strategy of business. that aid in delivering
variety of its product range and services
(Hudson, 2017). The price with affordable
attract more and more visitor that consist of
wide range of product and services.
Perspective of product covers range of
different price.
Star Tours It will focus upon price competitive in the
marketplace. Here company will deliver
variety of tour packages with low price so that
low income target consumer will purchase their
tour packages (Kim, 2019). They give bets
value of money in order to recognise actual
needs with reference to target market.
Escorted UK tour The wide range of techniques refers to covers
selling respect product and services. They
apply discrimination pricing strategy through
consumer base perspective. Optimum aim of
organisation leads to covers perfect
competitors market base.

Place tactics
Company Place tactics
Sohe Travel and Tours Organisation leads to implement aggressive
exploration towards business strategy.
Organisation aim to build up market place all
over the market of UK (Kolb, 2017). They
prefer to build best location places in order to
grab the attention of visitors. It focus upon
delivery strategy with creation of best services.
Star Tours It is already established and presented across
the globe (Kwek, 2019). The company
established business in other country as well
with super corner outlet in order to grab
attention of local to global consumer.
Escorted UK tour Organisation is developing upon its operation
with wide number of outlet in other country.
The options are available for distribution
strategy within different country specific as
per large base of consumer.
Promotional tactics
Company Promotional tactics
Sohe Travel and Tours Promotional strategy refers advertisement
strategy that count of notable techniques. They
can take maximum advantage through social
media as form of advertisement in order to
grab attention of UK government. Offers like
heavy discount of tourism packages will attract
more local and global consumer.
Star Tours Strategy of promotion covers more slightly
aggressive. It will conduct overall

advertisement on social media. This will
ensure large base of active consumer through
use of taglines that will reinforce tag lines in
mind of consumer.
Escorted UK tour Creative form of advertisement almost covers
aspect of notable form of promotion in order to
sell product with effective tool of social media
channel.
People tactics
Company People tactics
Sohe Travel and Tours It is associated with the people whom are
working that successfully accomplish business
goal with high delivery of services in order to
satisfy maximum consumer in competitive
market that is concerned with consumer
services (Lin, 2020).
Star Tours Organisation focus upon uplifting quality with
efficient services with trained staff of people so
that they will work in standardise format. It
will deal with consumer through polite manner
to accomplish actual need.
Escorted UK tour They charge large number of employees and
generating opportunity while operating proper
flow of consumer (Marasco and et.al., 2018).
Process tactics
Company Process tactics
Sohe Travel and Tours It tends to cover optimum set to achieve some