Marketing in Travel and Tourism: Cosmos Case Study and Report

This report analyzes the marketing strategies of Cosmos Travel and Tourism, a UK-based company. It begins with an introduction to marketing principles and their application within the travel and tourism sector. The report then details the roles and responsibilities of marketing functions, including market information, financing, market planning, service design, exchange functions, and distribution channels. It examines the interrelation of the marketing department with finance, human resources, production, and research. The core of the report focuses on the 7 P's of the marketing mix (Product, Price, Place, Promotion, People, Physical Evidence, and Process) as applied to Cosmos Travel. Finally, it outlines a basic marketing plan, providing a comprehensive overview of Cosmos Travel's marketing approach and its application within the travel and tourism industry.

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

TASK 1............................................................................................................................................3
P1 Roles and responsibilities of marketing functions within travel and tourism organisation3
P2 Roles and responsibilities of marketing in relation to wider organisational context........5
TASK 2............................................................................................................................................7
P3 7 P'S of marketing mix......................................................................................................7
TASK 3............................................................................................................................................9
P4 Basic marketing plan.........................................................................................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is known as the best process which is used by so many firms and industries in
order to run business successfully. Marketing consist several kind of tools and techniques to grab
large number of opportunities through giving huge satisfactions to customers at marketplace. It
includes different types of activities like marketing research, advertisement and so on. All these
elements considered as an essential aspects for firm that enhance firm's profitability and
productivity into market (Ahmed and Rafiq, 2013). Within travel and tourism sector concept of
marketing is increasing rapidly. With the help of this firms can understand people wants and
desire and produce services accordingly. This assignment is based on Cosmos travel and tourism
of group in London UK., that provides different types of travel and tourism services to people.
Furthermore, discussion will be based on roles of marketing and their interrelations along with 7
P'S of marketing to achieve business goals. At last, marketing plan will get covered in this report.
TASK 1
P1 Roles and responsibilities of marketing functions within travel and tourism organisation
Marketing is the set of different activities in which an organisation plays significant role
for exchanging their ideas, thoughts and opinion towards goods and services which is provided
by them.
Marketing concept:
This concept of marketing is based on philosophy in which an organisation examine
overall needs and wants of their consumers. It is also helpful for business and firm to make
proper decision for satisfying demand of people at marketplace (Armstrong and et al, 2015).
Current and future trends of marketing:
According to the competitive scenario, the entire process of marketing is changing
rapidly due to the industry development in a better way. As per the above information it has been
said that for advertising, Cosmos mainly use print media for running activities of marketing in a
perfect way. These activities comes under the pamphlets, magazine, posters etc. By using such
kind of elements they will become more successful and able to achieve their future goals as well
within travel and tourism sector. For further improvement in future they will adopt some social
media platform by which they can increase more awareness among their services.

Marketing process:
Process of marketing is used by Cosmos in order to know and influence consumer's
demand in a positive way. This process consist 4 steps those are as follows:
Step 1- In this initial step, entire management team of Cosmos able to evaluate different
types of external opportunities at market. Along with they examine overall requirement of
consumers (Baack, Harris and Baack, 2013).
Step 2- After reviewing overall market condition in this stage Cosmos target only those
customers who are able to buy their services. Moreover, they segmented their customers as per
their services which are provided by them.
Step 3- In this third stage, marketing team of respective travel organisation able to
formulates marketing plan by which they can promote their goods and services by targeting
consumers in a perfect way.
Step 4- In this last step, they execute on their above making plan and create effective
team of market for promoting their services.
Cosmos is one of the best travel and tourism organisation with the aim of giving
satisfying services to people. This company refers to combination of independent travel with
huge benefits of group travel. Along with it provides large number of tour packages with great
destinations. Few years ago this firm bring the world to people as well as people to the world.
Through giving large number of touring vacations and turning travel dreams into reality.
Therefore, there are different types of marketing department that plays important role into
organisation, those are going to be discussed below:
Market information: According to this foremost functions, marketing team of Cosmos
is examining value of their services with the aim of analysing people demands and needs. Means
both internal and external factors influence their business growth. Moreover, they also focuses
on modifying their services as per consumer's desire. Accurate marketing information will helps
firm while dividing market in few categorise (Brady, 2014).
Financing: This is one of the most important department for firm that provides sufficient
fund to them by which they can operate and manage their financial activities in a better way.
With the help of this they can sustain their business for long period of time. Therefore, this
department considered as most important aspect for business. By having proper information of

their credit they are able to become successful and famous business within the competitive
scenario.
Market planning: In this marketing functions manager of respective firm has
responsibility to make accurate plan for further marketing of their services. By which they can
give better services to their customers and able to provide them luxurious tours as per their
desired destinations. Additionally, it improves their brand image and maintain their effective
value in front of their competitors (Baker and Saren, 2016).
Service designing and development: It is most considerable function for each and every
organisation to grab full attentions of their customers. In regards with Cosmos, they are able to
make fine services to their customers within travel and tourism so that they can easily enjoy their
trip and give great feedback to the organisation. For more improvement firms is required to have
different types of ideas and innovative plan so that they can easily implements on them and
achieve successful goals.
Exchange functions: Within the current scenario consumer's demand is rapidly increase
towards particular services and goods. In regards with Cosmos in order to satisfying consumers
they are developing unique services while they travel like food facility and all. This function
mainly comes sales promotion, sample distribution, advertisement etc. As per this, respective
firm is able to enhance their growth as well as profit within travel and tourism sector.
Distribution channel: This function of marketing plays crucial role into the firm. In this
management team of Cosmos is able to use offline and online channels by which they can reach
to customers with their travelling services. Along with sometimes they also give discount to
them. It helps them to achieve targeted goals and objectives and fulfil their wants at marketplace.
As per the given information it has been concluded that marketing functions plays
significant role within the travel and tourism organisation and increase their growth successfully.
Thus, these assorted functions plays very effective roles outside and within the travelling firm
(Babin and Zikmund, 2015).
P2 Roles and responsibilities of marketing in relation to wider organisational context
In order to keep sustainable growth of business firms are needed to have different types
of marketing functions that plays important role. In regards with Cosmos, marketing department
have different kind of roles and responsibilities with several department. With the help of this
firm can work in a perfect way and able to gain good outcomes in a proper way. There are

different types of marketing department that have several roles and responsibilities, those are
mentioned in beneath:
Marketing and Finance: According to this, both department works together and able to
enhance firm's productivity and profit in a proper manner. There are different types of people in
the world who always seeking for different travel and tourism industry with huge benefits. In
relation with Cosmos as they are offering effective services with different benefits so that they
have opportunities to grow successfully in the real world. Herein, financial department always
available for them to give proper fund by which marketing department able to execute on their
budget plan for giving services to customers day to day. Thus, both department plays together
and increase firm's value (Huang and Sarigöllü, 2014).
Marketing and Human resource: HRM refers to the different types of activities like
selecting, hiring and recruiting candidates for particular job profile. In regards with Cosmos,
manager of this organisation always recruit knowledgable and highly skilled employees so that
they can fulfil their needs. On the other side, HR management always interrelated with marketing
department so both functional units work together to find out the best employees for firm who
can easily build up good impression of an organisation in front of lots of people. These roles and
responsibilities of marketing functional units makes firm valuable.
Marketing and Production: Production and marketing team of Cosmos is always have
effective collaboration for developing best services to customers and satisfying their needs on
time. Moreover, marketing department has responsibility to cope up with production department
in order to find out best way to develop good services within the travelling sector. Along with
they both take decision towards fulfilling people needs within the competitive scenario and make
themselves productive for an organisation. This type of interrelation between both department
make them effective so that they can meet their desired goals.
Marketing and research: Research department is most considerable part of an
organisation that have accurate information in order to promote goods and services at
marketplace. In regards with Cosmos, both research and marketing functional units work
together in order to find out the best for gaining better information to run business successfully.
Through attaining accurate information they can reach large number group of people and give
their services accordingly. It shows the best interrelation between both department and make
firm probable into competitive scenario.

TASK 2
P3 7 P'S of marketing mix
Marketing Mix (7 P's)
Basis Cosmos Trafalgar
Product Tourism considered as a
effective services sold to the
customers. This travel and
tourism industry provides large
number of holiday package in
order to give better experience
to people in a better way
(Clow and James, 2013).
On the other side, this
organisation provides hand
crafting with unique guided
holidays for travellers as well
as local people through
focusing their needs and
demand.
Price Cost of this travel and tourism
organisation includes variable
and fixed costs. Whereas,
fixed cost remain same in
regards of sales that involves
equipment cost, insurance and
so on. Variable costs include
electricity, cleaning,
maintenance, bank fees and so
on.
In order to achieve competitive
advantages, they have their
fixed rate on holidays
packages. By having fixed cost
strategies they are able to
achieve its targeted goals.
Place It is where visitors visits and
stay every time. Thus, Cosmos
always chose attractive tourist
destination for their customers
with huge facilities.
As this company provides
hand made tour packages so
that they generally choose
attractive place for local
people in which they can
communicate with them in a
easiest way and achieve their

target(Silver and et al, 2012).
Promotion In order to promote their
overall services at marketplace
this firm use advertisement
through using television
commercials, radio stations
and many more. With the help
of using these sources they are
able to promote their services
accordingly to achieve desired
results.
Promotion material of this
travel and tourism organisation
includes newspapers, social
media and such kind of
different websites that helps
them to target large number of
consumers so that they can
satisfy them in a perfect way.
People There are so many employees
who works together in order to
achieve desired goals towards
Cosmos. Along with they also
discover new sights and new
experiences by fulfilling
consumer's needs (Joshi,
2012).
This travelling organisation
have limited employees as they
provide holiday packages to
the local people. So the main
motive of this firm is to give
better satisfaction to their
consumers.
Physical evidence In order to make better
physical evidence this
organisation generally provide
better services to customers for
achieving targeted goals and
objectives in a proper way.
They mainly adopt new
strategies and ways to reach
those employees who are able
to take their unique services.
Process They always use effective
travelling guide in order to
give accurate information their
customers and provide them
convenient locations so that
There are few number of
operations have been
implemented by this travel and
tourism organisation. By using
several activities towards

the process of this firm is good
that influence them properly.
making plan they are able to
run its business process in a
simple way.
TASK 3
P4 Basic marketing plan
It refers to the blueprint document considered as a helpful term for management team of
an organisation. It consist different types of marketing activities in order to implements on
proper plan. It directly affects overall growth of business in both both negative and positive
manner. In context of Cosmos travel and tourism organisation, marketing manager of this
company able to formulate effective plan for marketing by using different types of elements in
order to attain targeted goals and objectives frequently (Lovelock, 2011). Marketing plan for
respective organisation has been described below:
Overview of the company
Cosmos considered as one of the best independent travel and tourism organisation that
gives unbelievable experience to their customers in a perfect way. They always have different
types of plan in regards with travelling in order to achieve targeted goals by satisfying people
needs and wants. Therefore, respected organisation always attain its access as they offer their
services across the globe with value centric vacations through finding better adventures around
the world for people.
Mission: The mission is to provide fine quality of travelling services for visitors by using
latest techniques and strategies that directly have impact on people or they can take better
experience from them.
Vision: Main vision of Cosmos is to become more important and one of the best leading
travel and tourism organisation in the world.
Marketing objectives
 Prior objective of this travel and tourism organisation is to develop effective sales
through giving proper services to their customers (opolšek and Čurin, 2012).
 Another one is to create huge discounts and provide holidays tour with several benefits
into the next year.
STP approach:

It refers to the combination of three sets that are segmentation, targeting and positioning
all these elements are used by firm in order develop good image of firm through targeting large
number of customers in a perfect mode. This approach of marketing plan considered as most
important process which is divided into several sections. It also helps firm to reach targeted goals
at competitive edge of market. These terms are going to explained below:
Segmentation: This is most considerable process of marketing plan which is segmented
in to small group of people which makes easy ways for firm to achieve desired goals. On the
other side, process of segmentation involves psycho graphic, age, gender, consumer's behaviour
and many more.
Targeting: After dividing people in different categories manager of respective firm is
able to target those customers who really wants to buy their travelling services. With the help of
this they are able to fulfil customers needs and make their business attractive in front of them.
Positioning: After reviewing both elements this is the last stage of which is necessary for
execution of above plan or organisation is able to give proper position to their services. Thus,
Cosmos travelling organisation able to develop their value in front of their consumers and
achieve targeted goals (Rossi, Allenby and McCulloch, 2012).
Swot analysis of Cosmos
Strength Weakness
 This organisation is having large
number of attractive tourist destinations
like Rome, London, Paris, Amsterdam.
All these destinations makes this
company valuable in front of their
entire visitors.
 On the other hand, they have adequate
resources for developing high quality of
goods and services for people
(Silberschatz, Galvin and Gagne,
2014).
 Together with they also provides health
 There is high turnover of entire staff
members. It creates problem for firm
while achievement of targeted goals.
 There is lack of high quality of statistics
towards tours as well as low innovation.
 Along with this, inflexibility in order to
cope up with tourism demand due to the
changes.

and safety tools due to travelling.
Opportunities Threats
 Due to the demographic change they
are able to develop older and middle
age market in order to grab future goals
in a systematic way.
 As this travelling organisation have
effectual marketing budget that
enhance overall value of their functions
in a perfect way.
 Cosmos is required to focuses on
different types of marketing activities
as there are lots of competitors who
also deals with different types of tours.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year
Investment 10000 10000 6000 5000
Initial money 10000 5000 5000 5000
Total 20000 15000 11000 10000
Marketing
outlay
15000 1000 3000 5000
Sales
publicity
2000 2000 1000 1000
Direct selling 4000 3000 1000 1000
Promotion 4000 1000 5000 2000
Total 25000 7000 10000 9000
Monitoring and control
As per the above mentioned marketing budget it has been said that, this travel and
tourism organisation able to develop effective budget plan for their further managing tours as
per the secession (William and Zikmund, 2012). Main purpose of formulating this budget is to
save their fund and use large number of resources by which they can give better satisfaction to
their employees. Thus, entire team of management of Cosmos is able to peacefully attain its

targeted goals as well as objectives that makes them valuable in a perfect way. Therefore, it is
necessary for every firm to make such kind of financial plan for further improvement in business.
CONCLUSION
As per the given information it has been analysed that, marketing essential refers to the
different types of activities and strategies for firm in order to run their business successfully.
Herein, travel and tourism industry plays significant role as they always follows different kind of
marketing channels for promoting their several strategies in a perfect way. Thus, it helps
employees towards increasing their knowledge about market trends and future trends so that they
can execute on their plan accordingly. There are several types 7 P'S of marketing mix that helps
travel and tourism organisation to differentiate with others. For sustainable growth at
marketplace they always produce great marketing plan to achieve desired goals and objectives.