Leisure and Tourism, Research Paper Example

This term project and presentation is directed toward the various characteristics which the marketing approach of an organization must apply in order to deliver the greatest possible value to the client and in order to demonstrate the significance of these factors. The aspect of bringing goods to market must be reviewed. The marketing approach activities are directed toward delineating, producing or delivering value to the client. The perspectives of Canwell & Sutherland (2003), Middleton (2012) and Robinson (2012) will be reviewed in this presentation.

Marketing responsibilities                                                                

There exist a number of strategies in developing the appropriate marketing and organizational strategy for Eastern Travel, Inc.  Each of the components of a marketing and organizational strategy should have the objective of adding value to the products or the services which are being marketed. The primary reason for marketing and organizational management is to fulfill the gaps which are present between the various departments of an organization and the external business surroundings. The responsibility of marketing management includes the diverse occupations which are market research, market segmentation, distribution choices, promotion and product development (Canwell & Sutherland 144; Middleton 88; Robinson 123).

New product development                                                               

The stages of new service and product development can have the characteristics of being non- cost avoidant and do not immediate create sales income. The outcome is a loss for the organization. Consequently, this w is why the information which is derived from marketing research. Simultaneously, there must be a continuous re- evaluation of the products and services as the development phase continues.  Eastern Travel, Inc. has applied the experience of the diverse organizations and administrators who are in the organization. The experiential knowledge has been applied in order to produce new marketing approaches in the new organization (Canwell & Sutherland 144; Middleton 92; Robinson 124).

Price strategies                                                                                                

The vacation packages are methods of an organization attained elevated sales volumes and decreasing expenses by enabling the tour operators to procure all of the components of a vacation package at wholesale prices. The market demand which is derived from the information contained in the Microsoft Access files must be applied by the tour organizers in order to provide a match between the demand and the supply by the application of pricing mechanisms (Canwell & Sutherland 153; Middleton 440; Robinson 259).

Market positioning                                                             

Eastern Travel, Inc. has endeavored to set a high perception of value and quality by making sure that the customers could be informed with regards to the prices of the products and services available. This has been established by sustaining a high quality characteristic in the client relationships, services and website before launching the organizational promotion campaign (Canwell & Sutherland 110; Middleton 142; Robinson 247).

Vacation packages

The intricacy in producing a marketing and organizational strategy is important in the tourism industry, which has been defined as one of the most competitive fields with regards to all of the global concerns.  Vacation package arrangements are the most widely marketed segment of tourism marketing. This is due to the characteristics of price, promotion, product and place (Canwell & Sutherland 193; Middleton 411; Robinson 38).

This is an extremely competitive market with many operators whom are competing for a larger share of the market. Eastern Travel, Inc. has a three percent market share, Travel Click has a six percent market share, Denihan Hospitality Group possess a seven percent market share , Cheap Caribbean.com possesses a ten percent market share and BenchmarkHospitality International possesses a thirteen percent market share  The effective promotion of tourism has the capacity of enabling a competitive advantage for the tour operating organizations which guarantee that their products and services are superior and more cost avoidant than the competitors (Canwell & Sutherland  193; Middleton  411; Robinson  38).

Using marketing data to add value

Prior to any production of a marketing strategy, the organizations have the requisite of collecting particular information on the markets which are being targeted and the potential clients within those markets. The conventional business organization would normally be continually engaged in getting information, not only for the formulation of marketing plans inasmuch as to review the efficiency of the present strategies which are being applied. Proper research information can facilitate the organization’s distribution of resources (Canwell & Sutherland 127; Middleton 157; Robinson 108).

This information can also enable the tour planning organizations to make decisions with regards to their customers’ preferences.  The customer survey and market research have the capacity of improving service delivery and the manner by which it is presented to the customer. Market research is an extremely useful tool which can be applied in order to develop the products and services of an organization, reviewing the acceptance that the customers have to the services (Canwell & Sutherland 127; Middleton 157; Robinson 108).

Advertising                                                                                                              

Advertising is the most important characteristic of the tourism marketing mix. The main goal is to set concise goals for the adverting initiative and to assess the quality of responses. The use of websites creates new channels of distribution which enable travel marketers with a direct manner of interacting with the clients. There are a few characteristics of the web and marketing which is conducted by means of the internet which add value to the benefits which are perceived by the client. The websites have a global marketing range (Canwell & Sutherland 162; Middleton 236; Robinson 235).

The websites are available for the clients to access worldwide. The nature of website marketing enables the customization and the creation of advertising which is directed toward a targeted market segment. The websites have no cost restrictions. The expense incurred in delivering the message to the customers in the market segment is minimal. The websites also enable dual channels of communication which are instantaneously accessed and responded to by the website marketers (Canwell & Sutherland 214; Middleton 102; Robinson 123).

Marketing information systems

Marketing information systems (MIS) are designed in order to combine diverse types of information in order to develop a body of knowledge which can be applied in order to predict the consumers’ behavior. The information which is contained in the Microsoft Access files is composed of information which is developed in order to comprehend the preferences and marketing choices of the customer base.

The central competencies are the activities which are important for an organization to attain a competitive advantage in the marketplace. The objective of the management of Eastern Travel, Inc. is to direct its attention on the central competencies which enable competitive advantage among the market actors. The primary idea is that organization s develops specializations in central competencies which distinguish the organization and are important to the organization’s long term growth (Canwell & Sutherland 153; Middleton 213; Robinson 249).

Organizational decisions                                                                

The information which is accessible in the management information systems must be applied in order to review the factors which create demands side, supply side, and coordination and conflict characteristics in the marketplace. The travel sectors possess particular features. The travel industry requires substantial amounts of information in order to have the capacity of delivering value added data based services. The travel industry is also coordination intensive; there are a number of steps which must be made in order for the clients to have access to vacation packages at competitive prices (Canwell & Sutherland 193; Middleton 166; Robinson 287).

Conclusion

The qualities which have been mentioned, the production and presentation are elements which can be delineated as part of the marketing and organizational strategy of Eastern Travel, Inc.

Works cited

Canwell, Diane & Johnathan Sutherland.  Leisure and tourism. Cheltenham, UK: Nelson Thomes, Ltd., 2003.Print.

Middleton, Victor T. C., & Jackie R. Clarke. Marketing in travel and tourism. London: Routledge, 2012. Print.

Robinson, Peter. Tourism: the key concepts. New York: Routledge, 2012. Print http://i.dailymail.co.uk/i/pix/2012/08/23/article-0-07A95775000005DC-233_634x790.jpg

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