Marketing Plan for TUI Fly

MARKETING
ESSENTIALS FOR
TRAVEL AND
TOURISM

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Explain the key roles and responsibilities of the marketing function within a selected
Tourism Organisation..................................................................................................................3
M1. analyse the roles and responsibilities of marketing in the context of the marketing
environment.................................................................................................................................4
P2. Discuss the roles and responsibilities of marketing relate to the wider organisational
context. .......................................................................................................................................5
M2. Analyse the significance of intelligent should between marketing and other functional
units within a selected Tourism Organisation.............................................................................5
TASK 2............................................................................................................................................6
P3. Compare the ways in which different tourism organisations apply the marketing mix to
the marketing planning process to achieve business objectives..................................................6
M3. Evaluate different tactics applied by travel and tourism organisation to demonstrate how
business objectives are achieved.................................................................................................9
TASK 3............................................................................................................................................9
P4. produce a basic marketing plan for a travel and tourism organisation to meet marketing
objectives of the organisation. /M4. Produce a detailed, coherent, evidence-based marketing
plan that applies the marketing mix to meet marketing objectives for a travel and tourism
organisation. ...............................................................................................................................9
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing refers to the process and all those activities which are adopted by businesses in
order to appropriately establish their presence in the market and customers familiar with their
products and services (Bai, Hung and Lai, 2017). Basically marketing is a process that
interrelates with the brand similarity and popularity within the given marketplace along with the
offerings of the organisation which respective brand belongs. Marketing is considered as one of
the most essential function within the businesses irrespective of their industries and marketplace.
In similar context marketing refers to significant operation within a travel and tourism
organisation belonging to the hospitality industry. The present report below is based on TUI AG,
highly recognised travel and Tourism Organisation in London, United Kingdom. In the report
below a detailed explanation of marketing role within the entity and their interrelationship with
other function is provided. Father mod the report covers comparison between different elements
of marketing mix of TUI and its competitors. Lastly a basic marketing plan is developed for
meeting the business objectives of TUI.
TASK 1
P1. Explain the key roles and responsibilities of the marketing function within a selected
Tourism Organisation.
Marketing is a function which includes a process which ensure that every potential
customer within the market is familiar and attracted towards the offerings of speak respective
company. marketing function helps and entity in increasing their communication with niche and
potential market places in regards to the products and services provided as well as received
benefits for the customers associated with the brand. The marketing function of organisations
and for this report TUI has a number of roles and responsibilities to perform which brings
efficiency and effectiveness towards the entity and establish a strong brand name in the market.
ROLES OF MARKETING FUNCTION:
 Market research- The first and the most basic rule which is performed by marketing
function of TUI within the travel and tourism sector is of conducting marketing research.
the respective rural health company in engaging and gaining the most significant and
relevant information from the market as the research is undertaken on different spectrum
and areas.
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 Information provider- The second most relevant role of the marketing function Hindi
travel and tourism sector and which it performs for the respective organisation that is TUI
is of providing information to all different functions to which the respective knowledge is
relevant. For instance while researching the market different trends are identified by the
marketing team and these trans are communicated to the production department for
developing the best and most attractive offers and travel packages for targeted customers
(Hooper and Lennon, 2016).
RESPONSIBILITIES OF MARKETING FUNCTION:
 Brand Management- One of the major responsibility of marketing function within TUI
is that it helps the company in managing its brand and undertake competitive analysis
which enables the organisation to determine prospects that are useful in attaining brand
equity.
 Product Development- This is the responsibility of marketing function within TUI of
developing effective and strong offerings for the customers. This means that the
department is responsible for producing affordable and most attractive service with
received quality for the customers.
M1. analyse the roles and responsibilities of marketing in the context of the marketing
environment.
In respect to the organisational context marketing have a number of roles and
responsibilities but it also have different roles to perform within the overall marketing
environment of the firm. Some of these roles and responsibilities are as follows:
 Information system- The responsibility of marketing function in regards to information
system is related to providing the most appropriate data and information to organisations
such as the TUI within the travel and tourism sector. The provided information can be
delivered for any different aspect that will be useful for the company (Pappas, 2017).
 Monitoring- The marketing function role and responsibility in regards to monetary is
crucial where it keeps track on external and internal environment of TUI and helps to
make any changes and modifications in the dynamic as well as regularly evolving
environment.
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