Case Study on Air Travel Industry of UK

A case study on air
travel industry of
UK.

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
Covered in poster........................................................................................................................1
TASK 2............................................................................................................................................1
CONCLUSION ...............................................................................................................................3
REFERENCES ...............................................................................................................................5

INTRODUCTION
The term air travel is known as one of the rapidly growing industry over the world. The
impact of the industry can be analysed at a wider scale. Due to industrial revolution, air
travelling industry has achieved popularity as it becomes necessity of all individuals. It also has a
positive implications on travel and tourism business as well as an economy whole. Tourism is
valued in order to be retained through investing in global tourist reached by air. Its approximate
contribution is 90 billion dollars in UK's economy (Baker, 2014). The present assignment is will
be described brief summary of air travel company of UK; it involves major competitors. Market
size of the company and Porter's theory.
The present assignment is based upon TUI Group; its an international travel and tourism
company which headquarters is in Germany. The firm has its own travel agencies, cruise ships,
airlines and retail stores. Currently, TUI is operating 6 European airlines, nine tour operators and
one of the largest fleet. It was founded in 1923 and the overall sales revenue of the firm is
€17,184.6 million whereas its operating income is €618.3 million. The mission statement of TUI
is to drive the leverage of economies of scope and scale while creating the optimal platform from
which to support current operations and future growth. On the other hand, the vision statement of
company is to be market leader in global airline industry by doing brand recognition.
TASK 1
Covered in poster
TASK 2
Marketing strategy of air travel industry: -
The strategic goal of TUI is to build a is to create a leading value by being effective
travelling group catering customers with various choices of services and giving flexible travel
experiences so as to meet their changing wants. The marketing strategy of this air travel industry
is prioritise towards sustainable development and customers satisfaction. In past decade, the
main focus of TUI is to cost controlling as well as differentiating products from competitors. In
order to accomplish this, the firm adopted Hybrid marketing strategy that is an intermixture of
price, differentiate and cost control (Bliemer and Rose, 2011). Along with this, the air travel
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