Strategic Marketing Plan for TopDeck: Analysis and Recommendations

This report provides a comprehensive analysis of TopDeck's marketing strategies and objectives. It begins by defining marketing and tracing the development of marketing concepts, highlighting the interrelationship between marketing and other functional units within TopDeck. The report then delves into the 7Ps of marketing, comparing TopDeck's approach with that of STA. A detailed marketing plan for TopDeck is presented, differentiating between basic and strategic marketing plans. The 2020 marketing plan includes a PESTLE analysis, SWOT analysis, and a discussion of the target market and marketing mix. The report concludes with a brief overview of monitoring and controlling marketing activities, offering a holistic view of TopDeck's marketing landscape. Desklib provides access to this and other solved assignments.

Management Department of Travel and Tourism Management
UNIT:
Coursework:
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TABLE OF CONTENTS
INTRODUCTION 3
1.1 Marketing definition 3
1.2 Development of marketing concepts 3
1.3 Interrelationship between marketing and other functional units in TopDeck company.
4
2. The 7 Ps:5
3. The marketing plan of topdeck 6
3.1 Differences between basic marketing plan and strategic marketing plan- 6
3.2 2020 Marketing plan for TopDeck 6
3.2.1 PESTLE analysis 6
3.2.2 SWOT analysis 7
3.2.3 Procedure of Targetting market: 8
3.2.4 The Marketing Mix of TopDeck : 8
4. Monitoring and Controlling: 9
SUMMARY 9
REFERENCES 10
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3

INTRODUCTION
Marketing refers to all the activities undertaken by an organisation in order to promote the buying
or selling of products and services. It is the process of converting a concept into a product or service and
selling it to the target customers effectively and efficiently (Oromendía, Paz and Rufín, 2015). It is
imperative for every company to market its goods if they wish to become successful in the near future.
TopDeck is a multinational tour operating company that operates in 65 countries across Europe,
Australia, North America, Africa, Egypt, Middle East and Asia. The travel company was established in
the year 1973 by Graham Turner and Geoff Lomas in London, United Kingdom. The current study will
highlight the role of marketing, 7P's of marketing and marketing plan that will help Top Deck company in
achieving its goals and objectives effectively and efficiently (Fan, Lau and Zhao, 2015).
1.1 Marketing definition
Marketing is the procedure of selling and promoting brand products in target market, its helps to reach at
potential consumers and generate awareness among group of people.
Marketing concept is centring on achieving goal of company by creating firm that is more efficient and
effective more than competitors by communicating and delivering consumers value (Išoraitė, 2016).
1.2 Development of marketing concepts
Marketing era is composed of orientation on clients, profit and services, in this companies were centring
on determining what people need and wanted their overall stage of satisfaction and manufacturing
products that will produce largest.( Hackley, 2015).
Dates Marketing
Eras
Description
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1920 to 1950 Sales era According to this era, due to technological advancement it enhance
production operation ( Leeflang, 2014 ).
Mid 1950 Production In this ear, selling is less about development or establishing universal
distribution and cost leadership. Production era is less rely on
dimension of goods itself to gain consumer attention ( Egli, 2015 ).
Late 1990 Consumer
relationship
era
According to this era, beginning of consumer relationship era in
which companies try to increase its centring on satisfaction of
customers ( Nair, 2015 ).
Began in
late of 1960
and early
1970.
Holistic or
social era
In this ear everything matters a lot, marketing is highly integrated
with all feature of organisation operations, distribution, production,
advertising etc. so that firm can effectively and rapidly respond to
changes and opportunities in market ( Nmegbu, 2014 ).
1950 Marketing era Marketing era persuade customers to buy products they were
producing, organisations focused on manufacturing goods that
people wanted to buy ( Hackley, 2015 ).
1.3 Interrelationship between marketing and other functional units in TopDeck company.
All the departments of an organisation are inter related with each other. It is important for all the
functional units to work with each other in order to achieve timely goals and objectives. TopDeck major
departments include marketing, finance, production and human resource. Inter relation of all these
departments include (Blut, Teller and Floh, 2018):
Relation with HR department: The human resource department is concerned with recruiting
and selecting individuals and provide them with adequate training and development so that they can use
their knowledge and skills to achieve the goals and objectives. TopDeck human resource selects
individuals by taking their interview and testing their knowledge about the tourism industry and then
selecting them (Karjaluoto, Mustonen and Ulkuniemi, 2015).
Relation with Finance department: Finance is the life blood of every organisation and no
business can survive without funds. The finance department provides with funds to marketing department
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for the purpose of market research, development of products and services, promotion and selling.
Therefore, both finance and marketing department are related with each other as finance department also
prepares budget for all the functional units. TopDeck use funds to develop new services and to do
bookings for the customers (Taghian, D’Souza and Polonsky, 2015).
Relation with production department: Both marketing and production department are related
with each other as marketing department performs market research and identifies customer needs and
wants and latest trends in the market. Once the goods and services are manufactured, again it is the duty
of marketing department to promote and advertise the product so that it reaches the target customers and
leads to profit maximization of the organisation. TopDeck company develops exciting tour packages and
promotes them with the help of marketing (McCullough, 2016)
2. The 7 Ps:
The marketing mix refers to the set of actions or tactics that a company uses to promote and sell its
products and services. It is an important tool as it helps in the creation of right marketing strategy (Porter
and Heppelmann, 2015). Comparison of 7P's of marketing mix is as follows:
Basis Top Deck STA
Product Top Deck company provides various
products and services to its target
customers that include adventure tourism,
family holiday packages and backpackers
travelling (Baker, 2014).
STA company's major products and
services include student trips, solo
travelling packages and adventure tourism
(Chen and et.al., 2015).
Place Top Deck operates in 65 countries and
provide packages for 330 different
locations (McQueen, 2018).
STA travel has 200 branches in 12
countries as it helps them in providing
valuable products and services to its target
customers (McDonald and Wilson, 2016).
Price The Top deck focuses on market
penetration strategy where it provides
low cost tour packages to its customers in
STA also provides economic services to its
customers in order to achieve competitive
advantage and to increase its market share.
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order to increase its customer base and
build a brand image (Hill, 2017).
(Zanescu, 2018)
Promotion Top Deck uses TV commercials to
promote its brand as it helps them in
reaching huge audience which helps them
in achieving profits effectively in the
long run (Tazetdinova, 2017).
STA promotes its travel goods and
services through online marketing, social
media advertising and online contests
which helps in increasing awareness about
the products and services offered by the
company (Jeannet and Schreuder, 2015).
People The people factor is concerned with the
selection of right people at right job at
right place and at right time. Top Deck
provides employment to more than 3000
individuals all around the world
(Mohammad, 2015).
STA company has around 2200 employees
skilled and trained employees that work
with maximum productivity to achieve the
goals and objectives.
Process The process is concerned with the
development of goods and services by
TopDeck organisation.
The STA company develops products and
services through extensive market research
that helps in achieving maximum
consumer satisfaction.
Physical
evidence
The TopDeck has offices located at all
the famous tourist locations all around
the world so that it can provide better
guidance and supervision to its
customers.
STA provides various products like
backpacks, trekking gear and other
important accessories that may be required
by tourists and travellers.
3. The marketing plan of topdeck
3.1 Differences between basic marketing plan and strategic marketing plan-
Strategic marketing plan Basic marketing plan
As compare to basic marketing plan, strategic
marketing plan is high level thinking, without details
information, defining strategic centring. It include
On the other hand basic marketing plan
usually includes the analysis of market, it
defines messaging, target markets , promotion
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depth thinking about how organisation is different,
and their special market focus.
and other components of marketing.
3.2 2020 Marketing plan for TopDeck
Executive summary: The current marketing plan will focus on TopDeck company and its operations and
how the company has achieved its goals and objectives effectively and efficiently. Also, SWOT analysis
is performed to identify the strengths, weakness, opportunities and threats so that it can be countered to
avoid future roadblocks.
Mission: The mission of TopDeck company is to provide the best holiday experience to youngsters at a
very economical price. Also, the holidays provided will be extremely professional, caring and
responsible.
Vision: The company aims to become a global leader in youth travelling over the upcoming years.
Objectives: The objective of TopDeck organisation includes
● To increase the sales of new product by 20% till the end of the year 2020.
● To enhance customer experience by 10% in the upcoming 6 months,
● To increase profitability by 25% till the end of 2021.
3.2.1 PESTLE analysis
Political
factors
Political factors include the tax rate, subsidies and level of political stability. There have
been various factors affecting the TopDeck companies like BREXIT. BREXIT has
hampered the growth rate of Top Deck as it has increased the overall tax rate from other
European countries thus affecting its growth prospects (Brooks, Heffner and Henderson,
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2014).
Economic
factors
Economic factors include the exchange rate and inflation in the country. TopDeck
company's overall growth prospects have reduced due to increasing inflation and
competition from other players in the market (Zhang, 2017).
Social
factors
Social factors include change in attitude, culture and behaviour of individuals. The
social factors like solo travelling and travelling to unknown destinations have affected
the tourism sector and further contributed towards the profitability of the TopDeck
company (Ahmadi, Dileepan and Wheatley 2016).
Technologic
al factors
Technological factors include use of latest and modern technology to increase the sales
of their products and services and to reduce the overall cost of operations. It uses
artificial intelligence, digital maps and itineraries to ensure consumer satisfaction and
increased profitability (Salti and Mohamed, 2019).
Environme
ntal factors
Increasing pollution is the main concern of government which affects the quality of
human life as well as animals, due to air pollution people cannot be able to breath.
Increased construction of tourism facilities pressure on wildlife and wetland, authority
pressure on companies to contribute in CSR and make environmental health and safe for
everyone (Resende, 2017).
Legal
factors
According to the Equality Act 2010, travel and tourism will provide the best facilities to
its workers without discrimination, they have to modify their current employment
structure which is one of the biggest task for them. It effect on whole working
procedure of industry as it consume a lot of time (Bose, I., 2018).
3.2.2 SWOT analysis
Strengths Weakness
The company provides affordable and accessible
holidays to people from all around the world
which has helped in increasing its customer base
significantly.
Also, TopDeck provides unique holiday packages
The company does not provide quality services
and has often faced various criticisms which has
hampered its brand image and also affected its
growth prospects.
The company allegedly refused to pay statutory
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to younger population for solo travelling and
adventure tourism to unique destinations which
has increased its brand image and has achieved
competitive advantage (Blut, Teller and Floh,
2018).
EU compensation to its customers which reduced
its customer base (Economics, 2019)
Opportunities Threats
TopDeck must spread its business activities
online in order to increase its customer base and to
achieve competitive advantage over other players.
It must increase its area of operations and should
spread its activities in other countries as well to
earn more revenue (Adina, Gabriela and Roxana
Denisa, 2015).
The major threat facing TopDeck is that there has
been an increase in competition from all the
travelling companies which has affected their
brand image.
The price wars has also reduced the market share
by great extent.
3.2.3 Procedure of Targetting market:
Target - They target consumer on the basis of family size, occupation, education etc. target market of
TopDeck is all age group of people, they will offer family tour, youth holidays etc. to all its target
audience (Melamed, 2017).
Segments - TopDeck firm in travel and tourism sector will use demographic segmentation which is quite
beneficial for business. Demographic variables include gender, marital status, age, race, religious etc.
organisation segment market based on targeting.
Positioning - Functional and symbolic position strategy is the best and will apply by company for
developing or setting good image in mind of consumers. In 2020, marketing plan of TopDeck they will
select the best positioning strategy that helps to set good image in mind of consumers. They can select
experiential and symbolic positioning.
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3.2.4 The Marketing Mix of TopDeck :
Product Product mix is concerned with providing goods and services to its customers effectively
and efficiently. TopDeck company provides various products and services to its family
holiday packages and backpackers travelling.target customers that include adventure
tourism.
Place The place mix is concerned with a suitable location where the company operates from.
TopDeck operates from numerous locations and has its headquarters in London, UK.
The company has its head offices in more than 65 countries worldwide.
Price TopDeck follows market penetration pricing strategy where it sets the price of its tour
packages very low as it helps them in gaining huge market share and further increase its
profits subsequently (Osu Meje, 2015) .
Promotion The company promotes its products through Television and through online marketing
with the help of social media and other website blogs because most of its target
customers include youngsters therefore it helps them in attracting them and further
increase their customers base.
Production Firm give attractive look to their products through packaging, workers will focus on
packaging or production of goods which need to be attraction with good quality.
Physical
evidence
Company will place brand holding nearby the most populated areas for showing their
physical presence.
People The hire the most talented and skilled applicants who are able to serve the best services
and provide good experience during the whole period of travelling.
4. Monitoring and Controlling:
It is also very important to monitor and control the business activities so that the corrective actions can be
taken accordingly. TopDeck monitors and controls its business activities include following of various
business practices:
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Benchmarking- is concerned with the process of comparing the actual products or service with standards
and then identifying deviations. Further, the corrective actions are taken so that the actual matches the
standards. TopDeck compares its financial performance of previous years with the current year and
identifies the reason for both success and downfall of their company so that it can identify the areas of
improvement or some mistakes that it must not repeat in the near future.
Key performance indicators - is concerned with an indicator that helps in measuring the success of an
organisation’s products or services. TopDesk uses KPI to evaluate its success at multiple levels. High
level KPI focus on the overall success of the organisation whereas low level KPI focus on the success of
particular departments like human resource, finance or marketing (Clampin and White, 2017).
SUMMARY
From the above study it has been summarized that company TopDeck has been engaged in
making use of various marketing techniques. They have been involved in making use of promotional
techniques like celebrity endorsement, social media websites and many more. This has helped them in
reaching out large number of consumers. It has helped them in growing. It has also supported them in
gaining competitive advantage. Firm has also made use of different pricing strategies so that they can
attract and retain consumers. It has also been analysed in report that company has performed various
marketing functions like research, distribution etc.
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