Role and Responsibility of Marketing Function in TUI

MARKETING
ESSENTIAL

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Role and responsibility of marketing function in TUI......................................................3
P2 Interrelationship of other function with marketing departments.......................................5
TASK 2............................................................................................................................................6
P3 Comparison of marketing mix tool of TUI with Trailfinders...........................................6
TASK 4............................................................................................................................................9
P4 Basic marketing plan.........................................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is an activity companies undertakes for promoting the buying and selling of
goods or services it offers to public in accordance with their needs. These function includes
many activities like selling, advertising and delivering goods to customers or other businesses. It
involves utmost amount of discipline in those actions company performs for earning better
profits and maintaining healthy plus long relations with their buyers. The most basic task
marketing do is matching the business offering with desires of people. In this report, different
roles and responsibilities of marketing department is highlighted which they had to for effective
operations of company(Perreault, 2018). These roles and responsibilities of marketing
department are also interrelated with other functional units in many form and these linkages
enables organisation to perform with its full potential. At the end of this assignment a marketing
plan is made for a travel and tourism company named TUI. It is an Anglo-German multinational
organisation which was founded in 1923. TUI is short for Touristik Union International which is
a largest leisure travel company serving in Europe and North America and headquartered in
Hannover, Germany. TUI is listed jointly on London Stock Exchange and Frankfurt Stock
Exchange.
TASK 1
P1 Role and responsibility of marketing function in TUI
Marketing professionals has various roles and responsibilities, playing vital role in an
organisation in relation with promotion and selling activities of company. The most essential role
which is performed by the marketing function is of reaching out to people while developing an
effective or positive image of company in eyes of public. Some role and responsibility of TUI
are mentioned below:
ROLES of marketing function of TUI:
1. Defining and managing the brand- This role of marketing professional involves,
spreading word about the company, what the entity stands for, what an organisation

offers to public and how the firm works. All these activities are performed by marketing
manages of TUI on behalf of company, in order to spread information in market about the
organisation.
2. Conducting campaign management for marketing initiatives- Marketing teams of entity
identifies the needs and desires of population and focuses on those products or services
which are actually demanded by people or customers of TUI. According to their
understanding of market during course of sales cycle, marketing department produce
materials and set communication to spread the word out amongst the consumers of TUI.
3. Producing marketing and promotional plans- Another, role of marketing professionals
is to develop the promotional and descriptive plans for the core products and services of
TUI. These plans or strategies has to be kept updated and in accordance with the current
changing market conditions.
4. Monitoring and managing social media- It is the role of marketing team of TUI to
manage and control the social media accounts and pages of company(Akbar and et. al.,
2017). While doing so marketing professionals should be very careful and watch all
social activities and comments which are posted by their exiting guests or general public
about the entity.
RESPONSIBILITIES of marketing function of TUI:
Conducting customer and market research- A very necessary responsibility of TUI’s marketing
function has is to conduct market research along with the customers of company. This research
enables TUI to target definite market segment and to explore fresh emerging opportunities in
external environment(Campbell, Martin and Fabos, 2018). This will also, help entity to gain
knowledge about how their products or services are preceding in market.
1. Monitoring competition- It is important for companies to know its position in
marketplace in relation with their competition. Same is with TUI and for monitoring the
competition marketing department are responsible along with their members. By this
supervising function they can also identify some best activities competitors are engaged
in which are suitable for TUI operations too. They can identify the flaws and mistakes
company is doing and improve them in order to stop failing.
2. Helps improve revenue generation process of company- As discussed above its
marketing functions responsibility to conduct research in order to know the needs and