Marketing Essentials for Travel and Tourism

MARKETING
ESSENTIALS FOR
TRAVEL AND
TOURISM

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Explanation of Key Roles and Responsibilities of Marketing function...........................1
P2. Discussion of Roles and Responsibilities of Marketing related to wider organisational
context....................................................................................................................................3
M1. Analysis of Roles and Responsibilities of Marketing in Context with Marketing
Environment...........................................................................................................................5
M2. Analysis of Interrelationships between Marketing and other Functional Units.............6
TASK 2............................................................................................................................................7
P3. Elements of Marketing Mix.............................................................................................7
M3. Evaluation of Different Tactics by TUI to Achieve Business Objectives....................10
TASK 3..........................................................................................................................................10
P4 & M4. Development of a Marketing Plan.......................................................................10
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................16

INTRODUCTION
Marketing refers to all those activities, procedures and processes which are adopted as
well as implemented within a company in relation to appropriately and essentially make
customers familiar with their services and products (Hair and et. al., 2015). It is one of the most
essential functions within Travel and Tourism industry that allows different companies to attract
as well as retain customers, along with gaining appropriate market share. The report below is
based on TUI AG, which is one of the most recognised travel and tourism companies in London,
United Kingdom. The report covers a detailed explanation of marketing role within the firm, as
well as the marketing environment, along with discussion related to interrelationship between
marketing and other functional units of the organisation. Furthermore, the report covers
comparison of how different hospitality organisations use elements of Marketing Mix in
achieving their objectives. In addition, the report undertakes development of a basic marketing
plan to meet business objectives for TUI.
TASK 1
P1. Explanation of Key Roles and Responsibilities of Marketing function
Marketing is a process of ensuring that each customer within the market is familiar and
attracted towards the service or product which the company is offering. It helps an organisation
in communicating in niche as well as potential markets in context with their offerings and
perceived benefits for customers associated with the same (Nguyen and Wait, 2015).
There has been a major development witnessed within marketing concepts through the
years. These factors are discussed below:
CONCEPTS DESCRIPTION
Production Concept
This concept emphasised on the idea that
production within a company must be
channelised upon development of offerings
that could be produced efficiently and create
demand due to being affordable.
Product Concept It followed the philosophy that only those
products are preferred by customers that are
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available at higher quality as well as price.
Selling Concept
This focuses on the aspect that aggressive
selling measures must be adopted by
organisations in order to sell their offerings
amongst customers
Marketing Concept
Customers are the central point of attraction
and practice within this concept. This means
that companies implementing this approach
channelise each of their activities towards
achieving needs and wants of customers.
Societal Marketing Concept
Within this concept, companies adopt methods
wherein society is also benefited alongside
customers, through the value provided by the
company.
Additionally, there are several roles and responsibilities of marketing function within
TUI, which are explained below:
RESPONSIBILITIES DESCRIPTION
Research
One of the major roles of marketing function
within travel and tourism organisations such as
TUI is that it helps the firm in engaging in
market research, which undertakes research on
different spectrum and areas, such as,
preferences of customers, trends, technologies,
etc.
Brand Management Another aspect within roles and responsibilities
of marketing function within TUI is that it
helps in managing brand of the firm. It
undertakes competitive analysis which helps
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