This "Travel and Tourism in Sri Lanka" essay outlines the recommendations what the travel organization of Sri Lanka should do to succeed on the international market and contains detailed and effective marketing strategy and action plan. Marketing strategy should be associated to the corporate and business strategies and should be consistent in directing competitive thrust on superior management level. As marketing has a large number of activities it has to decide on how it will serve its targeted customers. The marketing strategies should be a guide to achieve goals and objectives in an organisation. It is the base on which marketing decisions are made. These strategies are to be mixed appropriately which helps to achieve the goals in an easier way in an organisation. This mix is known as ‘Marketing Mix’. Marketing mix consists of four primary components. These are:
Product: Product refers to the goods as well as services which an organisation offers to the consumers of the product and in return it charges certain amount of price. The buyer pays not for the product but for the satisfaction the product will give. The Sri Lankan company may place its travel packages as their product in the UK market.
Price: Price refers to the amount that is charged against the products and the services the organisation offers. Pricing mix is an important element as it influences the demand of a product and the profitability of the organisation. An organisation has to keep the demand, buyers’ capability to pay for the product and etc.