Marketing Essentials: A Comprehensive Guide for TUI Group

This comprehensive report delves into the crucial role of marketing essentials for TUI Group, a leading travel and tourism company in the UK. It explores the key roles and responsibilities of the marketing function, analyzes the significance of interrelationships between marketing and other functional units, and compares the ways different organizations apply the marketing mix to achieve business objectives. The report also presents a detailed marketing plan for TUI, encompassing SWOT analysis, financial analysis, value chain analysis, product portfolio analysis, and external environmental analysis using Porter's Five Forces model. This in-depth analysis provides valuable insights into the strategic marketing considerations for TUI Group, aiming to enhance its brand awareness, customer satisfaction, and overall business success.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...............................................................................................................................2
LO 1..................................................................................................................................................3
EXPLAIN THE KEY ROLES AND RESPONSIBILITIES OF THE MARKETING FUNCTION..................3
ANALYSE THE ROLES AND RESPONSIBILITIES OF MARKETING IN THE CONTEXT OF THE
MARKETING ENVIRONMENT......................................................................................................5
ANALYSE THE SIGNIFICANCE OF INTERRELATIONSHIPS BETWEEN MARKETING AND OTHER
FUNCTIONAL UNITS OF THE ORGANISATION............................................................................6
LO2.................................................................................................................................................10
COMPARE THE WAYS IN WHICH DIFFERENT ORGANISATIONS APPLY THE MARKETING MIX
TO THE MARKETING PLANNING PROCESS TO ACHIEVE BUSINESS OBJECTIVES.....................10
LO3.................................................................................................................................................14
PRODUCE AND EVALUATE A BASIC MARKETING PLAN FOR AN ORGANISATION..................14
CONCLUSION.................................................................................................................................21
REFERENCES...................................................................................................................................22

INTRODUCTION
Marketing plays an important role in the success of the organization. Every organization needs
a strong marketing plan to attain the desired goals and objectives. The company need a
marketing plan to identify the customers choice and how to provide the best services and
products. The marketing process generally includes the market segmentation, distribution, and
target marketing in a target marketplace (Ryan, 2016). Marketing is a framework for exchanging
the satisfactory relationship with the customers by providing them better services and quality
products. Marketing contains selling and delivering the right product at the right place. The
marketing is beneficial in earning a huge profit amount from the target market.
In this assignment, we will be discussing TUI group which is a travel and tourism company of
UK. This is an organization which provide travel and tourism services to their customers. The
company currently focusing on enhancing the working area and brand awareness among the
peoples. The company need a strong marketing plan to achieve the desired goals and for
advertising and promoting their new services and products. In this report, we will discuss the
importance of marketing for TUI in attaining business objectives.

LO 1
EXPLAIN THE KEY ROLES AND RESPONSIBILITIES OF THE
MARKETING FUNCTION
The marketing functions involve many roles and responsibilities of business. the marketing
functions generally include the marketing plan, product development plan, development
process, customer services, sales strategies, distribution and production strategies. The
different marketing functions play a vital role in attaining the business objectives and goals. The
different marketing functions are helpful in providing various type of services to the customers
for gaining their attention. The company provide travel and tourism services to the customers
and having a strong financial condition in the market (Pike, 2015). As we know the travel and
tourism sector is growing day by day so that the competition level is also increasing. There are
many competitors of TUI such as Kuoni travels group. This is a very successful and well-known
group of UK which is having so many travels and tourism chains and provide airlines services.
The TUI wants to compete with the Kuoni travels and for this, the company need an effective
marketing plan and decision-making. These are the marketing functions which is really helpful
in attaining the goals and objectives of the organization.
Figure – Marketing functions

Source- (https://www.slideshare.net/DavidWaggema/global-strategic-marketing-
introduction)
The marketing functions play an important role in maintaining effective functioning of the
organization. All the marketing functions are connected with each other and help every
department of the organization like marketing, finance, human resource, and sales department.
The main marketing functions are buying, selling, transporting, risk-taking, storing, financing,
market information, standardization and grading which helps in gaining profit and achieving
goals for the company. there are many roles and responsibilities of the marketing functions
which can be described as:
MARKETING INFORMATION SYSTEM
The marketing information provides the information about the different elements such as
product, planning, price and current situation of a target market. this marketing information
system gain all the information and knowledge about the market so that the business
functioning become easy and effective.
MARKET STRATEGIES
This is the main role of marketing which provides a framework for developing business
strategies and marketing plan for the organization (Umbach, 2017). The manager of the
company has to analyse the situation of the target market to make strategies this function will
help the manager to gain sufficient knowledge about the target market and making an effective
strategy accordingly.
MARKETING RESEARCH
This is considered as the most important role of marketing. The market research is conducted
for gaining knowledge about some specific product, price or services. The marketing research
will be beneficial for the company to compete with the competitors who are providing same
product and services to the customers.
MARKET SEGMENTATION

As we know the modern business strategies are growing day by day. The different type of
organization using different techniques of enhancing the business. the marketing manager
needs to know the market segmentation which can be achieved through the marketing
functions.
ANALYSE THE ROLES AND RESPONSIBILITIES OF MARKETING IN
THE CONTEXT OF THE MARKETING ENVIRONMENT
The marketing functions are commonly related to the other functional departments of the
organization. Marketing is really important for enhancing the brand awareness among the
customers (Fotiadis and Folinas, 2017). The main roles and responsibilities of marketing which
can be beneficial in balancing the marketing environment such as:
ROLES OF MARKETING
To gaining the appropriate knowledge about the customers need and satisfy them by providing
the desired services and product is one of the main roles of marketing.
The company should evaluate the changing needs and requirements of the customers to
maintain good relations with them.
The company should always be updated towards the market situations and for this, the
company can do the market research to know the factors which are affecting the business
functioning and operational activities of the organization.
The regular research of target marketplaces will be helpful for the company in improvising the
product and services time to time.
The advertising campaign is really helpful in promoting the new products and services of the
company.
RESPONSIBILITIES OF MARKETING
Conducting the campaign for managing the marketing initiatives this is considered as one of the
main responsibility of marketing
Enhance the brand awareness of the company among the customers is also a responsibility of
marketing functions.
To maintain the internal and external environmental factors which are affecting the business
functioning and productivity level of the company.

One of the main responsibility of the marketing function is to maintain the balance in selling and
buying which will be helpful in balancing capital structure of the business organization.
Marketing functions help the organization to provide satisfaction to the customers by providing
quality services and better products.
ANALYSE THE SIGNIFICANCE OF INTERRELATIONSHIPS
BETWEEN MARKETING AND OTHER FUNCTIONAL UNITS OF THE
ORGANISATION
The different functions of marketing are related to the different department of the
organization. the interrelationship between the departments helps the organization to attain
the goals and objectives (Armstrong, et al. 2015). The main departments of TUI can be
described as under:
 Finance
 Production
 Research and Development
 Marketing
 Human Resource/ Procurement
 Administration
All the departments are interrelated with the different functions of the organization that have
been used within the organization for the production and manufacturing of the desired
products and services. These are the different departments which are interrelated with the
marketing functions of the organization.

Figure- organization departments
Source- (http://durofy.com/understanding-business-its-types/)
FINANCE DEPARTMENT
The finance department of the company undertakes all the financial authorities. The finance
department decides the budget for the company. this department t records all the financial
transactions of the company and secure the fund for the future plans. The company has so
many goals and objective and the finance department help the company to manage all the task
with sufficient finance (Chernev, 2015). Finance department provides all the budget to the
marketing department for advertisement and promotional activities so the marketing
department needs to maintain good relations with the finance department. The interrelations
between the functional department will be very helpful for the company.
HUMAN RESOURCE DEPARTMENT
This department has the responsibility of recruiting and hiring the new candidates for the
suitable position. The selection of the new employees is in hand of the HR department of the
company. the HR department is the very important department of the organization because it
provides training and development to the new enters and encourages them for working for
achieving the goals. The marketing department has to maintain a healthy relationship with HR

department because the HR department provides the capable employees to the marketing
department who is having the ability to promote and advertise the new products. The salary
determination, promotions, hiring, payroll, performance appraisal all are managed by the HR
department of the company.
MARKETING DEPARTMENT
The marketing department has the responsibility to promote and advertise the new products
and services of the organization (Penner, et al. 2016). The marketing department collects all the
important information of the new business techniques and current situation of the market
which will be helpful for the organization to make strategies accordingly. The marketing
department includes product marketing, integrated marketing, digital marketing and
operations, customer marketing, online marketing, field marketing, event marketing for
enhancing the brand awareness among the customers. the marketing department needs to
maintain a relationship with other departments for achieving their goals.
RESEARCH AND DEVELOPMENT
This department concentrates on the new research and development of the organization. The
market research is also one of the important roles of this department. This department gains
the information about new techniques and changing perceptions of the customers for making
effective strategies to compete with the other competitors (Stelzner, 2014). The development
strategies for the organization is made by the research and development department of the
organization. The interrelationship with the other department make the effective plans and
help the R&D department to develop the innovative ideas for the growth of the company.
OPERATIONS DEPARTMENT
This department focus on all the operations which is performing by the employees in the
organization. The operational department manages the effective operational strategies for the
organization to produce more products. The operational department manages all the activities
and actions of the business which is taken for the growth and development of the company.

The operations department need to maintain good relations with other departments to
maintain the good environment in the organization.

LO2
COMPARE THE WAYS IN WHICH DIFFERENT ORGANISATIONS
APPLY THE MARKETING MIX TO THE MARKETING PLANNING
PROCESS TO ACHIEVE BUSINESS OBJECTIVES
The 7 P's are a combination of expected marketing strategies which can be used by the
organization to fulfil the requirements of their customers. The marketing mix includes the 7
elements in it such as product, price, place, promotion, process and physical evidence. All these
elements help the organization to achieve the goals and objectives and complete the needs and
demand of the customers (McCamley and Gilmore, 2018). The marketing mix is beneficial in
enhancing the productivity of the organization and make the business operations smooth and
easy. The TUI group use the marketing mix to achieve their desired goals.
Figure- the 7 P's of the marketing mix
Source- (http://www.peterboroughwomenscentre.org.uk/marketing-mix-7ps-marketing-
case-study/)

In this report, we are talking about the TUI group which is a well-known organization of UK.
They also need the marketing mix for competing with the other competitors like Kuoni travels.
The marketing essentials will be really helpful for the company in achieving the goals and
objectives. Here is the comparison between the two organization as they both use the
marketing mix in a different way to achieve business goals and objectives.
ELEMENTS OF MARKETING
MIX
TUI GROUP KUONI TRAVELS
PRODUCT This is the most important
element of the organization.
A product is something which
can be tangible or intangible.
TUI group providing product
or services to satisfy the
needs of customers.
(Chernev, 2018). The
products and services are
two different things as a
product can be feel, touch
and a person can save that
for a long time but the
services can be available for a
particular time period only.
The company provide best
product and services to the
customers for enhancing the
brand awareness among the
customers. The Kuoni travels
are mainly concentrated on
the production of the best
product and providing best
services to the customers to
maintain the position in the
market.
PRICE This is the main elements
which decide the value of a
specific product. Price can
influence the buying
The Kuoni travels is already
having a successful position
in the market of travel and
tourism. They provide best

behaviour of the buyer as it
can change the decision of a
person. The customers want
a quality product at
affordable prices. TUI group
using low-margin techniques
to attract the customers.
and quality services at
affordable price and adopt
the cost-effective techniques
which are really helpful in
enhancing the growth of the
company.
PLACE TUI wants to be a successful
company in the tourism and
travel sector so they should
choose an accurate place to
start a business where the
customer can reach easily.
The place affects the
business because it is the
place where the services and
products to be sold to the
buyers.
As the company is having a
strong position in the market
then the other companies
they target the areas where
the customers can easily find
their desirable things it will
be good for the company.
PROCESS The process is the way to
choose a way by which the
products and services will be
delivered to the customers.
An accurate and effective
process planning is really
important to satisfy the
customers by the services
and products. TUI should
maintain a proper process
plan to provide best services
The delivery of the products
and services should be fast it
would be good for providing
better services to the
customers (Teigeler and
Hahne, 2014). This
technique of Kuoni travels is
really helpful in maintaining
the position of the company
in the market.

to the customers.
PEOPLE The TUI group value the
employees and workforce
which is helping the company
to compete with other
companies. Approximately
68000 employees working in
the organization. the
company provide different
training and development
programs to the employees
for effective performance.
The Kuoni travels having
strong human resources in
the organization which is
really helpful to the success
of the business.
approximately 76820
employees are working in the
organization. the company
conduct career development
seminars for the employees
and encourage them.
PROMOTIONS The TUI use the print media,
social media and internet as
the marketing and
promotional tool for
advertising and promoting
the different type of services
of the company (Jindal, et al.
2018). These promotional
activities are really helpful in
enhancing the brand
awareness of the company.
The Kuoni group promote
and advertise their products
with the help of print media,
mass media. There is a huge
mouth publicity of the
company which is helpful in
gaining the attention of new
customers.
PHYSICAL EVIDENCE The physical evidence is the
most important element
given by the company which
helps the customers to
evaluate the services
provided by the company.
The Kuoni group assure the
customers by providing them
physical evidence. This is the
main reason that customers
are really attracted toward
the products and services

The company provide
physical evidence to the
customers as the proof that
they had provided services.
because the company
provide them physical
evidence as the proof.
LO3
PRODUCE AND EVALUATE A BASIC MARKETING PLAN FOR AN
ORGANISATION
EXECUTIVE SUMMARY
This marketing plan is made for the TUI group which is a travel and tourism company of UK. The
company wants to enlarge the area of business for providing best services to the customers and
compete with the other companies which are providing similar services to the customers. This
marketing plan will be helpful in analysing the different internal and external factors which
affect the business functioning of the organization. The marketing plan will be analysing the
financial condition of the company and decide an overall budget plan for future plans.
INTRODUCTION
This assignment provides the knowledge about the marketing essentials which can be beneficial
for the growth and development of the company. The marketing plan will be really helpful in
providing a future framework for the company (Bahadir, et al. 2015). TUI group wants to
compete with the Kuoni travels which is the largest and well-known organization in the industry
of travel and tourism so TUI needs an effective marketing plan to compete with the Kuoni
travels.
COMPANY OVERVIEW
The TUI group is a well-establish organization of UK which owns travel and tourism agencies
and hospitality business and the headquarter of the company is situated in Hannover and Berlin
Germany. The company provide travel services worldwide and approximately 69000 employees
are working in the company. The company provide luxurious airlines services to their

customers. The company wants to compete with the Kuoni travels which are a leading company
of travel and tourism.

INTERNAL ENVIRONMENTAL ANALYSIS
SWOT Analysis will be the best tool for analysing the internal environmental factors which are
affecting the business functioning of the TUI group in a positive or negative way. The SWOT
analysis for TUI group is as follows:
SWOT ANALYSIS
With the help of swot analysis, we can analyse the internal factors which are affecting the
business. the strengths, weakness, opportunities, and threats can be analysed with the help of
SWOT Analysis (Bull, et al. 2016). SWOT Analysis will be helpful in gaining the information about
the financial condition of the company. SWOT Analysis for TUI is as follows:
STRENGTHS WEAKNESS
Strong financial condition
Well-known position
Sufficient human resources available
Quick decision-making process
Strong Public relations
Area of work
Limited services
High work pressure
Lack of training and development
programs
Unsatisfactory funds
OPPORTUNITIES THREATS
TUI can use the strong financial condition
for enlargement of business
They can increase the quality of services
Financial assistance from banks
Availability of human resources for the
accomplishment of goals
Tough competition in the target market
Strong competitors like Kuoni travel.
Competitors available which providing
same services to the customers.
Technology investment cost
Changing perceptions of peoples

Figure- SWOT Analysis
Source- (https://medium.com/thrive-global/how-to-complete-a-personal-swot-analysis-
2f8769aebd5e)
FINANCIAL ANALYSIS
As the company is doing business in the travel and tourism sector from last 95 years and having
approximately 69000 employees, 1900 travel agencies, 5 airlines with 136 aircraft and 300
hotels and resorts so the company is having a strong financial position in the business of travel
and tourism sector. The company can use the different financial sources for developing the
services and area of the company such as banks and financiers and investors who are willing to
invest in the company.
VALUE CHAIN ANALYSIS
It is the strategic marketing tool which is helpful in evaluating the internal activities of a firm.
Value chain analyses the most effective and important activities and actions of business then
improve them for improving the organizational structure (Everett, 2014). TUI can improve their
airline's services to gain more profit from the market. value chain analysis includes marketing
and sales, operations, services, inbound and outbound logistics which is beneficial for
improving the infrastructure and support the firm's activities.

PRODUCT PORTFOLIO ANALYSIS
The product portfolio analysis is used by the companies for knowing the actual and current
position of the company. this analysis is conducted for knowing the current position of TUI in
the travel and tourism industry. the company is having a reputed position in the industry which
will be beneficial for completing the company’s future plans. The company provide airlines
services, travel services in all over the world. The product portfolio analysis is an assortment of
all the services provides the company for gaining profit.
EXTERNAL ENVIRONMENTAL ANALYSIS
The external factors such as social, legal, political, economic, technological, and environmental
factors affect the company’s growth (Newton,2014). We are an analysing the external factors
with the help of porters five forces model which is a tool for analysing the factors of the
external environment which is affecting the business organization.
Figure- Porter’s five forces
Source- (https://commons.wikimedia.org/wiki/File:Porters_five_forces.PNG)

The Porter's five forces model mainly focuses on the 5 factors such as treat of new entrants,
bargaining power of suppliers, a threat of substitutes, bargaining power of buyers, and industry
rivalry. This model can be used for analysing the competition level in the target market and the
current situation of the current marketplace and knowing the external environmental factors
which are affecting the business function if the organization.
COMPETITIVE RIVALRY WITHIN AN INDUSTRY
The competitive rivalry is increasing day by day as the competition level is getting high in the
travel and tourism sector. There are many organizations in all over the world which is providing
travelling services (Jaligot, et al. 2016). The attraction of customers is increasing with the
changing lifestyle so that the travel and tourism sector is also increasing. This tool is helpful in
analysing the competitive rivalry within the tourism and travel industry.
THREAT OF SUBSTITUTE PRODUCTS
There are many companies which are providing the similar travel and tourism services to the
customers. When there are different sources available for the same product the customers
divided into the parts (Asiedu, 2016). The company need to maintain different quality products
and services than the other competitors so that there will be no substitute available for the
same product. It will increase the profit ratio of TUI.
THREAT OF NEW ENTRANTS
There are already so many competitors available in the tourism industry then the new
competitors who are starting the business in this sector can be a treat for the TUI group. As the
company is providing services for so many years and having a lot of experience in this field the
new entrants cannot affect the company that much.
BARGAINING POWER OF THE CUSTOMERS
Customers attract toward the product which is available in their affordable prices and fulfilling
their needs (Mitra, 2016). Customers have the sense of busing and bargaining with the product
prices and sometimes this can be harmful to the company's growth. The TUI need to set some

effective strategies to deal with the bargaining power of the customers. Maintaining good
relationship with the customers is also very important for the development of the company.
The company should maintain the business strategies for staying in the market for a long-run.
BARGAINING POWER OF SUPPLIERS
Suppliers of raw material, components, and services are very important for the organization. If
the suppliers don't supply the raw material to the company to make them in finished goods so
the company cannot produce the product to sell the customers (Mestdagh, et al. 2014). The
suppliers can charge high prices for different sources and equipment’s and maybe they refuse
to work with the organization for any specific reason this is called as the bargaining power of
suppliers.
SEGMENTATION, TARGETING AND POSITIONING
The segmentation, targeting and positioning is an agenda that describe the segmentation
process of the market. This process of segmentation, targeting, and positioning work step by
step for increasing the profit ratio of the company (Alt and Iversen, 2017). In this process, the
first of all the management of the organization need to target the various group of customers at
the target marketplace called as segmentation. In the second process, the selection of product
will be done for selling in the specific segment called as positioning. This is the last and final
stage of the STP process which will be helpful in providing products and services according to
the need are requirements of the customers.
TACTICS AND ACTIONS
The company use so many techniques and tools for enhancing the growth of the business. The
regular market research can be beneficial for the company to make effective plans and
strategies (Gupta, 2017). The company should use the advanced tools and techniques for the
betterment of production. The advertisement and promotion can be a strong tool for attracting
the customers.

CONTROL PLAN
The quality control is very important for the betterment of services. TUI have to maintain the
quality of services to attract the customers and provide the best services (Posthumus, 2015). A
control plan is an effective method of controlling the quality standards of services provided by
the company. The control plan helps the company in solving the uncertain situations.
BUDGET
The extension budget for TUI group is considered as 3,76,000 Euros.
SPECIFICS SUM (In £)
MARKET SHARES 69,000
ADVERTISEMENT COST 75,000
TOTAL NUMBER OF EMPLOYEES 72,000
TOOLS AND equipment 90,000
EXECUTION OF THE PLAN 70,000
SUM (total) 3,76,000
CONCLUSION
The marketing plan includes the financial analysis for the future plans for the company. It
includes the internal and external environmental analysis which is really beneficial in knowing
the influencing elements which are affecting the effective business functioning of TUI. The
SWOT analysis will be helpful in gaining the information about the strengths, weakness,
opportunities and threats of the business (Dibb and Simkin, 2016). We have used Porter's five
forces model as the tool for analysing the external factors. This marking plan effectively
concludes the current situation of the company.

CONCLUSION
The report depicted the importance of marketing essential to the success of a business
organization. A business organization can use the marketing mix to improve the quality of
products and services and provide quality services to the customers. We have made a
marketing plan for TUI which owns the travel and tourism and hospitality business in the UK.
The marketing plan defines all the important and needed information about the company. The
marketing plan is really important for future planning and effective functioning of the business.
TUI group wants to gain the first position in the travel and tourism sector of UK the marketing
techniques and actions will be really beneficial for the development and growth of the
company.

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