Marketing Essentials - TUI Group Assignment Sample

Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
The use of components of Marketing Information System by the company-..................................1
Evaluation of the effectiveness of Marketing Information System by the company.......................2
Reasons for the effectiveness of MIS for the company...................................................................3
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
The Marketing Information System is the systematic collection, analysis, storage and
circulation of the market information from both the internal and internal and external sources to
the marketers on a regular and timely basis. In simple words the marketing information system
provides information to the marketers so that they can make decisions related to the marketing
information. The components of the marketing information system includes Internal records,
Marketing Intelligence System, Marketing Research and Marketing Decision Support
System(Fahmi and et.al., 2019).
The report will study the Marketing Information System of TUI Group is an Anglo-
German travel and tourism company headquartered in Hannover, Germany. The company owns
six European airlines and is the largest holiday fleet in Europe and has the revenue of €19,523.9
million.
The use of components of Marketing Information System by the company-
The following are the components of MIS and its uses by TUI Group-
Internal Records- TUI Group collects the information from its internal records that consists its
sales data, customer database, product and packages database as well financial databases etc.
This data is collected through the optimized IT software that the company uses to maintain the
entire database of the business. The company manages all its sales data through the use of
integrated software which helps the marketing team of the company to use the information and
plan out their future sales strategy for the business. The data regarding the customer information,
package information growth and decline in sales etc. an all sort of data is being stored in the
computer system and then being converted into meaningful information by the statistical experts
of the company in the form of facts and figures so the marketers get the complete overview of
the company activities in order to plan out their strategies(Khraim and et.al., 2015).
Marketing Intelligence System- As discussed above TUI Group is a service industry and
leading tourism industry as well. In case of service industry it is much important for the company
to serve its customers and satisfy them to grater extent. TUI uses marketing intelligence system
to collect the market data, the changing market trends, as well as the change in customer's
demands and preference to that of tourism and also the strategies of competitors related to the
price and new package offerings etc are being collected by the company through various
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