Marketing Essentials for Travel and Tourism Assignment

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Marketing Essentials forTravel and Tourism
ACTIVITY 2INTRODUCTIONThis report is based on the marketing essentials topic for TUI group, UK. It is an traveland tourism company that deals in services like airlines, ticket booking facilities, Holidaypackages, Hotels and Resorts etc. The report will include the Marketing Plan for dealing up withthe competition by organization in the market. The report will also include the comparison ofmarketing mix of two organizations in same industry.Marketing PlanExecutive summary- In order to beat the competition in the industry, TUI group is planning toadd up new features in its services list. The new feature will be adding of 3 sightseeing locationsin London and the company will provide the sightseeing experience to the people along with itsbasic services. This marketing plan is based on tis new service launch concept of TUI group andwill contain the company objectives along with the situational analysis describing company’sstrengths and weaknesses. It will include marketing mix of new product and services launch andthe budget of launching it as well as monitoring and controlling measures.Vision and mission- The mission statement of TUI group is “Putting Smiles on people’s Faces”.The statement states that the company aim to provide customers an unforgettable experienceduring their vacations.Objectives- The objectives of this plan are stated below-To increase the customer base of 5% of the current one, till the end of first quarter.To increase the sales revenue of 10% after adding up this service list and at the end of2019.To increase the company’s overall profitability for about 5% at the end of 2020.STP-Segmentation- Middle class and upper class of people.Target group- Age group of 20 and above population.Positioning- Premium service offerings.SWOT analysis-StrengthsWeaknessesThe company has fleet of aircrafts andHigh intensity of competition from other1
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