Marketing Essentials Report: HNC in International Travel and Tourism

This report delves into the marketing essentials for the travel and tourism industry, focusing on the Thomas Cook Group. It begins by defining marketing and outlining its crucial role in attracting and retaining customers. The report then explores the roles and responsibilities of the marketing function, emphasizing its impact on sales, market understanding, and strategy development. It analyzes the relationship between marketing and other business functions, such as production, finance, and human resources, highlighting their interconnectedness in achieving organizational goals. The report also examines the marketing mix elements and develops a basic marketing plan to meet business objectives. Finally, it provides a comparison of different firms based on their marketing mix and plans, offering valuable insights into effective marketing strategies. The report concludes by emphasizing the importance of sound marketing strategies and innovative techniques in achieving high market value, increased profitability, and improved performance.

Marketing Essentials
for travel and tourism

INTRODUCTION
Marketing is defined as set of activities as undertaken by different business firms with the aim of creating,
communicating, introducing, exchanging all the offerings in form of services and products which are considered as
important part from the perspective of customers, business partners, society etc. With the help of better and
innovative marketing techniques, it helps companies in attracting and retaining of large customers base thus
contributing to more profitable situation. The present report is based on Thomas Cook Group which is dealing in
Hospitality and tourism business at the global level. It will define marketing function role and responsibility and its
correlation with other functional areas of business. Further, explanation related to business as well as marketing
objectives will be defined along with elements of Marketing mix. At last, a Marketing plan will be provided essential
for meeting marketing objective of business. Also, comparison among different firms on the basis of marketing mix
and plan will be disclosed.

ACTIVITY 1- Roles and responsibility of marketing function
Marketing is defined as a business process related to creation of healthy relationship with customers and
clients thus making them satisfied via exchange process. Marketing process is concerned with introducing company's
product and services in the marketplace. The main role of marketing in context of travel and tourism business for
Thomas Cook includes:
 Increasing number of sales so as to make high profits and revenue from such sales made through out the year.
 Understanding factors as associated with the economic and competitive changes taking place in industrial sector
 Making identification of target markets and different segment it is having (Festa and et.al., 2016).
 Framing of most suitable and appropriate marketing strategies and plans which can be used by Thomas Cook
group in conducting marketing research.

Continued
 Responsibility of marketing department of Thomas Cook is to make efforts to grow business revenue,
acquisition of large market share as well as customer base. Marketing function basically focuses on contributing
high growth, success along with better productivity and performance level. Thomas cook marketing function is
related with:
 Advertising
 Branding
 Promoting
 Marketing research & strategy

2. Evaluating relation of functional areas of business with
marketing department.
 Marketing department of business organisation is related with transfer of goods and services to the customers
who are in need of them in exchange of monetary value as charged for delivery of such goods and services by
the company. The activities of marketing department covers large number of other business functions as well
which are having impact on the performance and profitability aspect of the business. Marketing encompasses of
entire business functions ranging from production, financial, human resource management etc. which are
considered as essential part of every business organisation in achieving set defined goals. Relationship between
marketing department and other business functional areas includes:
 Marketing and Production.
 Marketing and Finance

Continued
 Marketing and Human resource
 Marketing and Research and Development

CONCLUSION
 From the above report it can be concluded by adopting sound and effective marketing strategies and plans,
every business organisation can develop high market value. Also, using innovative as well as creative marketing
techniques, promotional and advertising activities as undertaken by Thomas cook group has helped in acquiring
of large market as well as customer share. This has resulted in increase in profitability aspect which in turn has
provided company with ability improves its performance level.

REFERENCES
 Books and Journals
 Baker, M. J., 2016. What is marketing?. In The Marketing Book (pp. 25-42). Routledge.
 Banerjee, S. B., 2017. Corporate environmentalism and the greening of strategic marketing: Implications for
marketing theory and practice. In Greener Marketing (pp. 16-40). Routledge.
 Festa, G. and et.al., 2016. The (r) evolution of wine marketing mix: From the 4Ps to the 4Es. Journal of
Business Research. 69(5). pp.1550-1555.
 Guerreiro, J., Rita, P. and Trigueiros, D., 2016. A text mining-based review of cause-related marketing
literature. Journal of Business Ethics. 139(1). pp.111-128.
 Keegan, W. J., 2017. Multinational marketing: the headquarters role. In International Business (pp. 175-180).
Routledge.
 Kotler, P. and et.al., 2015. Marketing. Pearson Higher Education AU.
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of Retailing and consumer services. 22. pp.85-95.
 Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.

Continued
Mishra, S. and Modi, S. B., 2016. Corporate social responsibility and shareholder wealth: The role of marketing capability. Journal of
Marketing. 80(1). pp.26-46.
Rajavi, K., Kushwaha, T. and Steenkamp, J. B. E., 2019. In Brands We Trust? A Multi-Category, Multi-Country Investigation of Sensitivity
of Consumers’ Trust in Brands to Marketing-Mix Activities. Journal of Consumer Research.
Rowley, J. E., 2017. Information marketing. Routledge.
Sahadev, S., Purani, K. and Malhotra, N., 2015. Boundary spanning elements and the marketing function in organizations. Springer.
Sanclemente - Téllez, J. C., 2017. Marketing and Corporate Social Responsibility (CSR). Moving between broadening the concept of
marketing and social factors as a marketing strategy. Spanish Journal of Marketing-ESIC. 21. pp.4-25.
Stead, M. and Hastings, G., 2018. Advertising in the social marketing mix: getting the balance right. In Social Marketing (pp. 29-43).
Psychology Press.
Online
Responsibilities of Marketing department. 2019. [Online]. Available through: <
https://smallbusiness.chron.com/responsibilities-marketing-department-69931.html>.
Thomas Cook Group Wikipedia. 2019. [Online]. Available through: <https://en.wikipedia.org/wiki/Thomas_Cook_Group>.

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