Tourism Marketing

Principles MGBBT1TMP
 Assessment Front Sheet
Student’s First name/s and Surname Mihaela Ciocan
GBS ID Number G45879
Student Name Mihaela Ciocan
Programme title Business & Tourism
Cohort January 2023
Level Level 4
Module Number 5
Component of assessment 1
Campus East London
Assessment Word Count submitted 2180
Lecturer Name Chris Rohan Canhigh
Student Signature
Mihaela Ciocan
(please type your name)
Date (Please type the date) 02.08.2024
Topic: Analyse
and evaluate
the Marketing
Mix (7Ps) for

Clarksons Travel Group 03

 01. Introduction 06. People

Table 02. Product 07. Process

of Content 03. Price 08. Physical Evidence

04. Place 09. Recommendations

05. Promotion 10. Conclusion

 Introduction
A marketing mix is a marketing tool that includes different
elements which are used to create a strong foundation for the
business in a competitive market. Organisations which are
product-based have to adopt strategies to operate their
business and among all strategies, the marketing mix is the
one which is most appropriate and efficient. The marketing
mix aids in positioning the product and services in the market
and also provides assistance in deciding which product is best
to sell at what time and at what place (Jermsittiparsert, 2019).
The marketing mix is comprised of 7 P's which are: Product,
place, price, promotion, people, process and physical
evidence.
 Product
A product is a commodity which is manufactured or produced to fulfil
the customer's needs. It can be of any type either tangible or
intangible. At the time of manufacturing the product, it is essential for
the organisation to research the customer's preferences related to the
product because the product's life cycle fluctuates or is unsteady,
from the growth stage to the decline stage (Lahtinen, Dietrich and
Rundle-Thiele, 2020). If the sale of a product is at the decline stage
then the business should recreate its products according to the current
market demand. This recreation tactic of the business has a positive
influence on the customer's mind about the brand and it will enhance the
brand image in the market.
 Price
In the marketing mix, price is the most crucial element
through which customers enjoy the benefits of the
services provided by the tourism industry. Price also
helps in measuring the profit and loss of the company in
the market. Adjusting the price of the product is a very
effective marketing strategy which impacts the
customer's preference and the product's demand and
supply (Helmold, 2022). While determining the price of a
particular product or service, marketers must emphasize
certain crucial aspects like discounts, competitor's price
list, customer's location, competitor's offerings and many
more.
 Place
At the time of launching a product, the business has to decide
the place or channel on which they provide their products for
selling to the users. The company " Clarksons Travel Group"
use various online channels like social media, online booking
websites, travelling agencies etc. through which customers can
easily book their tickets without having any problems.
Clarksons Travel Group provide different tour packages across
the globe and covers different locations like Yugoslavia,
Spain, Greece, Portugal etc. To enhance its sales, the company
leverages various distribution channels like suppliers, resellers,
wholesalers, direct distribution of services and many more
(Chernev, 2020).
 Promotion
It is a marketing process which helps in encouraging and
promoting the product and services of the company in the
marketplace. This marketing mix promotes the brand among
the customers which leads to more profit and revenue for the
company. Promotion is an expensive and important element
of the marketing mix which helps in creating awareness
about the product among customers and also attracts them
towards the business (Batat, 2024). There are various kinds
of promotional strategies like direct marketing, advertising,
public relations, sales promotion and personal branding.
Clarksons Travel Group uses various promotional
strategies to promote their product in the market like press
releases, discounts and offers, events, print ads and digital
marketing.
 People
In an organisation, people are the assets that operate all the
business activities in an effective manner and help in
attaining organisational aims and objectives. The employees
in an organisation interact with the customers to know about
their preferences and wants from the business (Caesar et al.,
2022). For the success and growth of the company, it is
important to provide training to the employees which makes
them more skilled and effective to function in the company
effectively. Clarksons Travel Group make their employee
feel happy by getting their reviews on the functioning of the
company and implementing their ideas in the business
activities, if they find such ideas relevant to the company's
growth.
 Process
It is considered as a procedure and system which is
used by the company to manufacture and deliver their
goods and services to the customers. It includes the
whole process of manufacturing, offering and
managing the experience of the client. In a business
organisation, the business ensures the process of
business operation is well structured and verified
which helps in avoiding risk and reducing the cost. It
is important for the business to tighten up the
procedure to raise their profit and revenue (Bajde and
Ruiz, 2020). In tour and travel companies, the Process
begins with booking and ends with actual customer
experience.
 Physical Evidence
Physical evidence is the last essential element of the marketing
mix which offers evidence or a real image of the tour
experience of other customers which was offered by the tourism
industry. The physical evidence of the customer's experience is
very helpful for those customers who want confirmation before
going on the trip or before making the payment for the trip.
This evidence includes branding, packaging and many other
things which is a physical part of providing services to the
customers by the tour and travel company. Among all physical
evidence, branding is the most popular evidence which helps
the customer to believe in the services of the company.
 Recommendation

➢ It is being suggested to Clarksons Travel Group to expand their

market size across the world. They should make their online presence
on all the online or digital platforms by doing influencer marketing on
Instagram, reels and posts on Facebook and employing Google
Analytics on Google.
➢ To get better strategies of marketing, it is essential to analyse and solve
the queries and issues of the clients by getting their reviews and
feedback through questionnaires, surveys etc. To get the reviews of
customers on their products and services, Clarksons Travel Group
have to align their people to interact with the customers and know
about their experience with the services of the company and then
modify the functioning of the company on the basis of the customer's
experience and reviews.
 Conclusion

The above report has concluded that the elements of the marketing mix are very crucial for the growth
and success of the business. All 7 P's of the marketing mix provide assistance to the organisation in
fulfilling the fluctuating preferences of the customers. In the tourism industry, marketing mix helps in
analysing the current trends and preferences of the customers related to services. This report also
discussed the adoption of a marketing mix in the tourism industry that provides a competitive edge to
the company through which the company hold a good position in the competitive marketplace.
Organisations can make plans by adopting all the elements of the marketing mix in their functioning
that make their operations more effective. The overall report revolves around the Clarksons Travel
Group which adopt a marketing mix in its functioning and get success and growth across the globe.
 References

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