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Marketing in Travel and Tourism INTRODUCTION 3

   

Added on  2021-02-19

15 Pages4986 Words267 Views
Marketing in Travel andTourism

Table of ContentsINTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................31.1 Concept and various principles of marketing within travel sector...................................31.2 Impact of marketing environment on TUI .......................................................................51.3 Factors which impact on motivation and demand of customers in travel and tourism sector................................................................................................................................................61.4 Market segmentation's principles and its uses in marketing planning of TUI.................7TASK 2............................................................................................................................................82.1 Importance of strategic marketing planning for TUI.......................................................82.2 Relevance of marketing research and market information to managers in TUI...............82.3 Influence of marketing on society....................................................................................9TASK 3............................................................................................................................................93.1 Issues in product, price and place elements of marketing mix with reference to TUI ....93.2 Importance of service sector mix elements to travel sector...........................................103.3 Concept of total tourism product to TUI........................................................................11TASK 4..........................................................................................................................................114.1 Integrated nature and role of the promotional mix.........................................................114.2 Plan and justify an integrated promotional campaign for TUI Summer deals 2020......12CONCLUSION..............................................................................................................................12

INTRODUCTIONToday in fast changing world, it becomes essential for all organisations to implement newmarketing policies in business. It would provide benefits to companies in promoting the businessand avail higher competitive advantage. In travel sector, for applying different marketingchanges, it is necessary for organisations dealing in same business, to analyse the latest trends ofmarketplace (Boniface, Cooper and Cooper, 2016). This would help in developing effectivemarket plan to improve and enhance functions of a company. This assignment is made to evaluate the concept of marketing in travel business and factorsthat affect consumer motivation. For this purpose, TUI Group i.e. Tourism Union International istaken that deals in travel business and offers a wide variety of holiday packages of differentvacations. This is considered as one of the largest leisure Anglo-German company, which has itsown travel agencies, hotels, airlines, cruise ships and operate business in many countries. Inorder to grow product range for one of its project based on Central America Summer 2020holidays to Mexico and Costa Rica. For this assistance, importance of strategic marketingplanning is discussed in this assignment, with marketing mix strategies. Furthermore, importanceof service mix, promotional mix and marketing mix elements in travel industry are alsodescribed in present assignment. TASK 11.1 Concept and various principles of marketing within travel sectorIn today’s globalised world, with development of technology it becomes easy for allcompanies to operate business in other nations more appropriately (Agyeiwaah, McKercher andSuntikul, 2017). As competition among organisations is rising rapidly on both national andinternational level, therefore, it forced companies to apply a number of marketing principles forproduct development. In this regard, to stay at intense competitive area of marketplace, TUIGroup which is one of the largest travel company of UK, is going to increase its product range.For this purpose, its product managers and team is working on one of the main project based onSummer 2020 holidays for destinations of Mexico and Costa Rica. With this assistance, it is

essential for product team and manager for analysing the concept of marketing and itsprinciples. Concept of marketing:Marketing refers to the main management of a company that mainly works to designeffective and unique strategies, for building profitable relationship of business with its targetedcustomers (Farmaki, 2015). It also establishes core values of business that underpins strategicplanning as well as decision making, at every aspect of organisation. For product development,it is essential for TUI Group to determine the latest trends and different requirements of touristsbefore initiating the process of marketing, by analysing concept of marketing as- Product concept: This strategy of marketing focuses more on the concept of productdevelopment, which force travel agencies like TUI to offer best quality and innovativefeatures of products (Jordan and Vogt, 2017). In this regard, respective agency needs todevelop marketing strategy which focuses on continuous improvement in product andservices. Production concept: It refers to a useful philosophy where, production concept idea isbased on consumer buying behavior. Travel companies that focuses more onimprovement of production and distribution efficiency are mostly apply this productionconcept. Selling concept: Instead of building long-term customer relationship, selling conceptidea concerns on promotional effort (McGehee, Knollenberg and Komorowski, 2015).Here, to sell the existing products, managers of TUI can concerns on selling the same ondiscounts and attractive rates. Marketing concept: For achievement of organisational goals, this concept concerns onidentifying trends and demand of marketplace. Therefore, it is a customer-centredapproach and assist travel agencies for offering right products to their targeted audience.Societal marketing concept: This concept force organisations to build effectivemarketing strategy, which must deliver value to targeted customers in such a mannerthat improves as well as maintains well-beings of both consumers and society (Mose,2016). As TUI currently works on the new project of Summer 2020 holidays for destinations ofMexico and Costa Rica, therefore, for this purpose, its management team need to apply the

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