The Role of Marketing and its Interrelation with Functional Areas of TUI

This article discusses the role of marketing and its interrelation with other functional areas of TUI, the largest leisure and travel company. It covers the marketing process, marketing strategy, marketing mix decisions, and implementation and control. It also explores the interrelationship of marketing with IT, finance, and HR departments.

MARKETING ESSENTIALS

INTRODUCTION 3
The Role of marketing and how it is interrelates with each other functional areas of TUI......................3
CONCLUSION..........................................................................................................................................8
REFERNCES.............................................................................................................................................9

INTRODUCTION
Marketing is the social and managerial process, by which individuals or groups obtain
what they need and want through creative and exchanging products or values by considering
social wellbeing. During the recent years the world of business has changed vastly as each and
every business became more competitive in order to generate high level of customer satisfaction
in an effective or efficient manner. Along with this, there are various types of marketing concept
such as production, selling, societal marketing, product, marketing and each of this unit contains
unique set of roles and responsibilities but yet they are interrelated with every single Ataman,
Van Heerde and Mela, 2010). Moreover, today’s marketplace are very mush advanced or
challenging which directly impact over organization profitability or productivity ratio. For this
report, TUI is considered, that is regarded as the largest leisure, and travel and Tourism
Company in world which establishes in the year of 1923. Additionally, this study covers the role
of marketing function along with its interconnectivity with other organizational functions is also
explained here.
MAIN BODY
The Role of marketing and how it is interrelates with each other functional areas of TUI
Today’s technology driven society has empowered the end users (business and
consumers alike) with an unprecedented level of knowledge and choice, whilst at the same time
making them more accessible to marketers on a one level. Marketers are therefore increasingly
shifting their focus towards an individuals rather than the traditional collective approach.
Mediums that effectively target on the individual level such as online, mobile and social network
are therefore on rise, whereas traditional mass mediums like print, TV, radio are experiencing
some decline. With an increase in choices, developing and nurturing a personal relationship with
clients and customers is also becoming a key focus both in attracting and retaining in order to
obtain sustainable profitability. Henceforth, marketing based on developing relationships with an
individuals. This is where promotional products as a medium can prove particularly effective.
However, marketing is an activity of producing consciousness in the mind of customers
regarding product of a business with the support of commercialization and advertisement for
segmenting or positioning their brand as well as to add value into their objectives that aid firm to
accomplishing their objective in a better manner (Bačík, Štefko, and Gburová, 2014).

Overview of marketing processes
This procedure is considered as one of the important element within TUI business
operation or function as it comprises of four aspects which moves step by step and it is explained
briefly below:
Situation Analysis: The marketing process is begins with situation analysis in which TUI
marketing manager takes an initiative in identifying an opportunities to satisfy unfulfilled
customer needs or demands. Along with this, it includes past, present, future aspects of company
fro that they conduct PESTLE, SWOT analysis in order to determine internal and external
capabilities of TUI marketing operation.
Marketing strategy: Once TUI examines the best opportunity to provide customer
satisfaction, the next attempt they make is marketing strategy. However, under this it involves
market segmentation in which TUI marketing manager groups its products in various divisions
based on geographic, demographic, psychographic, and behavioral for acquiring sales potential
and also brand loyalty of existing consumers in the segment with a productive manner.
Marketing Mix decisions: In this stage, TUI makes an attempt to determine its price, place,
product, promotion, people, process and physical evidence, so that they can capture best
positioning among competitive marketplace. However, by having developed strategy TUI must
decides which tactics will be most effective in achieving their goals or objectives within a
prescribed time limit without any hindrances or obstacles during marketing process (Brooks and
Simkin,2012).
Implementation and control: In this, TUI marketing manger develop a market plan in
which TUI marketing manager assumes its new launching products as well as its demand within
an industry. Therefore, as the market changes marketing mix can be adjusted to accommodate
those variations either modifying advertising strategies or redesign the entire product in order to
gain profit maximization.
Along with this, marketing business function has an integral or vital role in the growth
of an organization which assist them to deliver best or high quality of commodity and services in
order to gain competitive advantage as well as to gain an increased level of customer satisfaction.
However, in regard of TUI’s marketing division they makes an attempt to determine existing or

evolving trend or demands of trade for procuring profit maximization yet at the same time it
encompasses numerous roles and responsibilities that aid concern to carry off their objective
within decided time edging. Henceforth, the roles of TUI’s marketing business function are
conversed beneath:
 Market knowledge- Managing the demands or wants of customer's is regarded as one of
the primal encounter for the TUI marketing manager. This is because necessities of the
every individuals are unstipulated and consist of many kinds of risk or threats. This role
is ordinarily implemented for persuasive or precise need of the customers. However it
benefits the TUI in in view of demand assortments so that production is engorged within
delimited period of time. Any uncertainties or incapability in the requirements or needs of
the consumers can be effortlessly observed by the business and additional plans can be
arranged for overwhelming the challenge or threat (Cabrera and Williams, 2014).
Therefore, appropriate mixture of info can lead to executing healthier tactics for declining
the competition level in the marketplace.
 Promotion- This marketing function largely profits the TUI in grasping various
enhancing tools in order to capture the attention of potential populations which leads
them to attain increased level of productivity and proficiency. In addition, some of the
foremost promotional tools which are used by the management of TUI are advertising,
social-media, online platforms etc. Along with this, promotion function of TUI allows the
formation in reaching developed situation in the extended period of time in an advanced
or inventive style (Kian Chong and et. al., 2010).
The responsibilities which TUI marketing function encompassed and that is stated below:
 Modernization within business operation- As the requisite and preferences of each
person’s deviates based to the time or trend. Therefore, for alluring wide number of
customer's organization can purpose at acquiring modern technology for generating the
product. However, one of the major deviations in the working structure can be done by
using new and innovative technologies. As with the help of these technologies, targets
can be attained within prescribed time period and also with less errors and mistake. Thus,
acclimating an innovative practices also leads to recollecting the customer's in the best

possible manner. Henceforth, it is the commitment of TUI marketing to determine the
need of customer's, so that advances can be done according to that. If the organization of
the flops in doing this than TUI will not be able to maintain its customer's.
 Effectual tactical plan- Under this, marketing role welfares the TUI in evolving
enriched tactics and strategies for contrasting or challenging among the open market.
Thus, these types of methods usually contain segmentation, targeting and positioning.
Henceforth, with the help of marketing, TUI aims at engaged on a defined sort of
customer's, so that their essentials are attained in the efficacious way (Khan and Adil,
2013). Addition to this, it also aims in generating high volume of sales as well as make
sure endurance and development of the business in the particular market
Therefore, it has illustrious that TUI’s marketing function stimulate firm to handle or face
with all improbability or threat by obtaining advancement of modernization or technologies
which lead them to gain competitive advantage as well as reach sustainable proficiency ratio.
Interrelationship of marketing function with other business unit
Marketing is the continuous technique of creation, anticipating, determining and
nourishing the demands or wants of potential customer's. It is usually prepared with the drive of
increasing the achievement level of wide range of population towards brand. The central
component of marketing is to execute activities allied to exchange of products from the end users
or consumer to the manufacturer of the product. Therefore, marketing function of TUI
encompass of generating plans which are associated to what is to be manufactured, how it is to
be produced, when and for whom it is to be produced. Thus, with the help of this, TUI can
accomplish its goals at completing objectives in the effective manner (Dann, 2010). Evolution
and persistence of industry directly be impacts by upon abundant marketing strategies implies by
the management of the organisation. In the nonappearance of marketing, TUI will not be
proficient to category the customer's aware about current products and services. Unfitting
marketing tactics can also lead to diminution in sale and market-share of the organisation among
competitive marketplace. Henceforth, marketing department and other departments of TUI are
inter- allied and inter- related with each other as each of those functional units comprehends their
own roles and obligation which lead them to complete their goal in a proper manner within the
given time frame without any difficulties. Moreover, any adaptation in plan and operational
structure of one department can lead to negative impact on another departments. The inter-

relationship of marketing department with various other departments of TUI are explained
below-
Marketing department with IT department- The TUI’s IT department is mainly
focused over with make use of most modern or latest tools and technologies for trade and
marketing the product. However, with the maintenance of these two units cost of TUI can be
easily protected as it TUI marketing manager to examine its cost efficiencies with print partner,
seeking out to new solutions in order to produce most sustainable or cost effective POS at an
impressive manner as they will be able to perform plentiful activities in organized and required
manner. However, company’s IT department helps marketing unit in enhancing online website,
digital POS strategy and also create attentiveness about the prevailing and new product of the
TUI that support them to enhance their enactment in an innovative and creative manner (Jobber
and Ellis-Chadwick, 2012).
Marketing with finance department- These two departments allow company to get
great level of productivity and profit margin in a enhanced way. However, in regard of TUI’s
marketing function relates with stimulating the product on the other hand finance associates with
creating requisite amount in order to capturing best position within market. Therefore, the
management of TUI desires funding from finance department so that marketing function can
carry out numerous activities like sales promotion, public relation, direct selling, pioneering new
marketing techniques that maximizes the influence of firm’s brand on the high street through
POS. Thus, funds for these activities are commonly provided by finance department as it offer
requisite amount of money so that they easily uphold the product without any obstacles (Cabrera.
and Williams, 2014). Due to these two departments TUI can succeed competitive advantage in
the market for longer period of time.
Marketing with HR department- Under this, these two departments acts a prime role in
obtaining the goals and target of an association within planned time frame in a productive way.
Furthermore, human resource function narrate with hiring proper candidate for their business
operation for this TUI’s HR function strive for support from marketing departments as they
makes an effort in apprehending the responsiveness of wide range of population from across the
globe. Therefore, TUI’s marketing unit makes an arrangements of different platforms like job
fare, campus recruitment, advertisement regarding job openings over television, newspaper,

radio and also make use of social media platforms in order to grasp out capable or endowed
personnel who will be proficient of providing new and innovative ideas for firm’s brand image
and reputation of the business in the best potential manner.
Henceforth, from the above explained content it has been signifies that interrelatedness of
every department of TUI lays crucial role as it benefit them to acquire enlarged level of sales as
well as help them to achieve sustainable proficiency in an impressive or productive style (De
Vries, Gensler and Leeflang, 2012).
CONCLUSION
It has been concluded from the above discussed report that every business success is fully
based on a creative and innovative marketing function as it helps them to bring out increased
level of customer satisfaction as well as enable firm to acquire best positioning among
competitive industry. Apart from this, every organization is formed with different divisions who
contains their own duties and responsibilities yet they all are interlinked with each other which
help them to achieve business goal or objective in a better way. However, marketing department
has connection with several other function within company which leads them to gain competitive
advantage in an impressive or productive style.

REFERNCES
Books and journals
Ataman, M.B., Van Heerde, H.J. and Mela, C.F., 2010. The long-term effect of marketing
strategy on brand sales. Journal of Marketing Research. 47(5). pp.866-882.
Bačík, R., Štefko, R. and Gburová, J., 2014. Marketing pricing strategy as part of competitive
advantage retailers. Journal of applied economic sciences. 9(4). p.30.
Baker, M.J., 2016. What is marketing?. In The Marketing Book(pp. 25-42). Routledge.
Brooks, N. and Simkin, L., 2012. Judging marketing mix effectiveness. Marketing Intelligence
& Planning. 30(5). pp.494-514.
Cabrera, S.A. and Williams, C.L., 2014. Consuming for the social good: marketing, consumer
citizenship, and the possibilities of ethical consumption. Critical Sociology. 40(3).
pp.349-367.
Chen, W., Wang, C. and Wang, Y., 2010, July. Scalable influence maximization for prevalent
viral marketing in large-scale social networks. In Proceedings of the 16th ACM
SIGKDD international conference on Knowledge discovery and data mining (pp. 1029-
1038). ACM.
Daniel, J., 2011. Sampling essentials: Practical guidelines for making sampling choices. Sage.