[SOLVED] Marketing Plan for Travel and Tourism Industry

This assignment provides a comprehensive outline for creating a marketing plan for the travel and tourism industry. It emphasizes the importance of identifying consumer needs and wants through various research methods, such as SWOT and PESTEL analyses. The plan involves framing project groups, monitoring market information, and implementing strategies by August 31. Key concepts from relevant books and journals are also referenced in the assignment.

Report

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Explain the key roles and responsibilities of marketing function in context of hospitality
organisation.................................................................................................................................3
P2 Discuss the roles and responsibilities of marketing relate to wider organisational context.. 5
TASK 2............................................................................................................................................7
P3 Compare the ways in which various hospitality organisations apply marketing mix to
achieve goals...............................................................................................................................7
TASK 3..........................................................................................................................................10
P4 Produce a basic marketing plan for a hospitality organisation to meet marketing objectives.
...................................................................................................................................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is an chain of various activities undertaken by an organisation with objective
of promoting buying and selling of products and services. In marketing includes promotions,
advertising and deliver products to ultimate consumers. This report is based on TUI Group which
is an Anglo German travel and tourism operator, headquarter situated in Germany. It is one of
largest Leisure, travel and tourism organisation in whole world and owns their travel agencies,
cruise ships, airlines and retail stores and many more. This report is based on role of marketing
with interrelationship with various departments. Further it elaborates about marketing mix of
hospitality business to achieve organisational goals and objectives. At last it develop a suitable
marketing plan of an hospitality organisation to attain organisational goals.
TASK 1
P1 Explain the key roles and responsibilities of marketing function in context of hospitality
organisation.
About marketing:
According to American Marketing Association, Marketing is chain of activities, set of
institutions and process to create, communicate and exchange offerings to value for consumers,
partners and society at large.
Philip Kotler, defines Marketing as “Science and art to explore, create and deliver right
kind of value to satisfy needs and wants of target market to earn profit”.
About organisation:
This report based on marketing functions of TUI Group which is an Anglo German travel
and tourism operator and have large portfolio under the group that consist of tour operators, 1600
travel agencies with online portals and various airlines with 150 aircraft's. It has its own 380
hotels, 17 cruise liners and various incoming agencies under one roof to become largest tour
operator in world.
Marketing/Business functions of TUI Group:
Marketing is an chain of activities in which involved the concept related to product until
it reaches to final consumer (Cavusgil and et.al ., 2014). Marketing is an important department
in an organisation to reach at wider consumer base that are as follows:

 Identify consumer needs: One and foremost function of marketing is to identify the
needs and wants of consumers in marketplace (Boschetti and Massaron, 2015.). To
accomplish needs and wants marketing department have to collect knowledge and
information and after that analyse in proper way. It helps in understand needs of
consumers thoroughly and accordingly product should be design. In Context of TUI
Group after commencing research on taste and preferences of consumers they add new
facilities in their broad portfolio and it can be possible only by marketing department.
Marketing department collect data about taste and preferences of consumers and
accordingly products build.
 Standardisation and grading: Standardisation is one of most important function of
marketing for ensuring uniformity in product and services ( IChisholm-Burns,
Vaillancourt and Shepherd, 2012). Product should be uniform in nature by design same
design and quality and standards should be maintained through out the organisation. In
context of TUI Group they possess Broad portfolio and it is obligatory for organisation
that all service providers of it give uniform services to their consumers. In that function
of marketing, department evaluate quality and performance of products and after that
compare with competitors product to standardise their own product.
 Branding: One of the important aspect for an organisation to build identity in market
place and it helps in recognize by its brand name. It is very much crucial for an
organisation to provide attributes that helps to differentiate from the competitors. By it
organisation can enlarge business opportunities. In context of TUI group they build their
brand loyalty by giving best products and services in uniform way and at moderate
pricing so that consumers at large basis avail their services and enlarge business
opportunities. In that marketing function, marketing department give information to
internal sources of TUI Group about distinctive feature require in their present services
and after that modifications should be bring to stabilise in market place.
 Promotion: Promotion in which organisation inform to consumers about products and
persuade to purchase their products and services. There are various kinds of promotional
tools in which advertising, personal selling, sales promotion and publicity are important
tools that avail by all organisations. Either an organisation use solo tool or combine them
to enlarge business opportunities in better manner. In TUI Group they avail

advertisement, personal selling and with the help of media try to reach at large no. of
consumers. In that marketing function, marketing department acknowledge about
effectiveness and perfectibility of promotional tools by accessing standards so that
another tools can be used.
Therefore, it has been concluded that marketing is an important department to reach at large no.
of consumer base and it is widely used in TUI Group to operate it each and every activity in
systematic way. Each and every function of marketing should be implemented in proper way so
that organisational goals and objectives should be accomplished.
P2 Discuss the roles and responsibilities of marketing relate to wider organisational context.
Marketing evolution: Marketing changes over the centuries, decades and many years
and gradual changes come across in great industrial revolution (Collins and Stern, 2012.). It
comes during the later half of 18 century and in fist half of 19 century and changes in marketing
traced by four periods in which production orientation period, sales orientation period, customer
orientation period and social orientation period.
Importance of marketing:
Marketing is an important department and plays very important role to build awareness in
front of consumers and give knowledge about products and services. It enables to enhance sales
by giving knowledge about products and services of organisation and create trust before their
consumer base by delivering right kind of knowledge and information to end users.
PESTLE Analysis:
Political factor Political factors have moderate impact on Travel and tourism industry
and political instability impacts negatively on their business as they
operates in various countries ( Gillespie and Riddle, 2015). On other
hand tourism industry suffers from political instability, terrorist attacks
and many more. So all these factors impacts on their business.
Economic factor It is one of growing business and full of growth opportunities but due to
recession, TUI suffer from high level of fixed assets and not able to
manage their airlines services and hotel industry.
Social factor Change in life style of people and demands and consumers become
more price sensitive and always demand for new experiences. The

factor that majorly affect business of TUI Group that new attitude of
consumers WAIT AND SEE ATTITUDE facilitate last purchase
bookings.
Technological factor Lot of information technology booms travel and tourism industry and
with advent of internet TUI can be able to conquer new consumer base
and share appropriate information in internal management.
Legal factor Various countries and their government impose various kinds of rules
and regulations regarding health and safety regulations. TUI Group's
major business operations held in UK so various kinds of restrictions
apply on it.
Environmental
factor
In Context of TUI Group they focus on continuous improvement in
environmental performance and apply ISO 14001 standards to protect
nature protection, landscape and species for effectual results.
STP(Segmentation, Targeting and Positioning):
Segmentation TUI segment market is middle class people and people who are adventurous
in nature and want frequent changes in services.
Targeting Their target market people between the age group of 20 and above who are
very much adventurous and who visit to love.
Positioning Their position market are people who wants premium offerings of products
and services to enlarge business opportunities.
Relation of marketing with various departments:
 Marketing with finance: Finance and marketing are the two important pillars of
organisation for achieving growth and profits for an organisation ( Durand and Barlow,
2012.). Finance related with various financial aspects in which profits, costs, feasibility of
an project with sales growth on other hand marketing concerned with sales targets,
volume of sales in comparison to fierce competitors of TUI. The first factor that gives
information about relationship that without advertising and promotions sale of an

organisation can not be improve and without sales organisation can not gain profits. So
without marketing there are less possibility of finance in organisation. Similarly to gain
success marketing department requires a strong base of finance by which an organisation
can achieve goals of marketing such as sales targets, compensation for sales people and
many more.
 Marketing with Human resource: In the competitive market, organisation have to
attract large no. of consumer base which is a big step and in that HR and marketing are
closely related to each other and their major function to motivate behaviour of consumers
who is in contact and employee with behaviour on organisational performance (Halpern
and Graham, 2013). To attract large no. of consumer base which is an challenging task
for an organisation in that proper marketing key area to getting right kind of candidates at
right time. Similarly data base building is one of most important aspect of recruitment
process, With the help of marketing department which has responsible to build database
in proper way.
 Marketing with Operational management: Marketing department need to closely
associated with operational management department by commencing adequate research
and development to satisfy needs and wants of consumers. It also elaborate about
manufacture for quality and design specification for the consumer. With the help of
marketing operational management can be able to generate volume of orders at right
time to deliver right product.
Hence all departments are interrelated with each other and helps in organisational growth and
enhancement of TUI Group.
TASK 2
P3 Compare the ways in which various hospitality organisations apply marketing mix to achieve
goals.
Marketing Mix: Marketing mix is an foundation model for a business and defined as an
set of marketing tools and techniques that use by organisation to achieve organisational goals and
objectives (Hiam, 2014). In marketing mix majorly four broad levels of decisions objects consist
that are product, price, place and promotions.
Basis of difference TUI Group Ryanair

Product TUI Group has wide product
range and sells its products
under five major categories in
which accommodation, leisure,
travel and tourism and airlines
also. They are pioneer in mass
tourism and they gives
coupons in exchange offer
while stay and take meals and
other services. They have large
product portfolio and provides
international holidays, local
holidays and senior citizen
holidays to enlarge business
opportunities.
The main product of Ryanair is
low cost airlines to European
destinations and they not
provide free food and drinks
and provide cheaper tickets
that any one can buy.
Price The packages of TUI group
available at reasonable prices
that helps them to remain
relevant in competitive world
(Hugos, 2018.).. In today
scenario travelling is an
luxurious business and people
have to save money for years
to visit a place so companies
focus on adopting premium
pricing to enchant right kind of
consumers and TUI during off
season provides kinds of
discounts to consumers.
Ryanair has less fares and its
almost seats are sold at very
low cost and some seats for
high fares they occupied.
Place In distribution strategy of TUI Ryanair not uses any kind of

Group consist of provides
services through physical
stores and online stores. In
recent time mostly people deal
by face to face interactions.
They use direct distribution
that helps in reduce cost and
dependability on third party
and builds strong relationship
with their consumers.
travel agents and so they don't
need to pay any commission
and people book mostly from
online that saves almost 15%
of their costing.
Promotion The promotional strategy of
TUI Group that they shows
their advertisement by using
various themes on special
occasions such as adventure
holidays and cruise holidays
and many more. They also use
an active social media
platform to engage directly
with their consumers.
The promotional strategy of
Ryanair is to spend as less as
possible on advertising and
promotions. They not employ
advertisement agency and only
adverts for passengers about
low fair.
People Human resource is one of most
important part of an
organisation, in that aspect
TUI Group is highly
competitive in market place
and organisation time to time
give training and development.
In their people consist of Pilot
and pilot cadets and do work
hard and take promotions and
move for career enhancement.
Cabin crew should be pay for
uniforms should be cleaned
and they invest in their own
training program.
Process TUI Group uses several
business processes for
In Ryanair there are no check
in or check out, simply people

customer acquisition by ads or
marketing campaign. In that
once an consumer come for
enquiry, customization should
be done as per their
requirement. After that
preparation of all required
document should be done.
have to show their passport
and reference no. and they
select the preferable seat.
Physical evidence In physical evidence consist of
it has its own 1600 travel
agencies, own portal and 150
airlines.
The policy of Ryanair that they
prefer to pay as little as much
possible and planes are not
expensive asset for them and
give big discounts to clients so
that everyone can avail
services.
TASK 3
P4 Produce a basic marketing plan for a hospitality organisation to meet marketing objectives.
Marketing Plan: Marketing plan is an business document that outline various strategies
and tactics and build for an specific time period and covers kinds of details in which cost, goals
and action steps ( Khan and Adil, 2013)..
To build an effective marketing plan organisation have to give roles and responsibilities to
marketing department so that department can easily obtain desirable outcomes.
Marketing functions:
with the help of marketing functions TUI Group can be able to avail various factors in
which Revenue, profit and increase sales that are very much important for an organisation.
1.Executive summary: IN that report to expand market TUI Group aimed to bring new services
in market place that is Personalisation that is now biggest priority in the whole world (Nirschl
and Steinberg, 2018.). In personalisation consist of introducing account specific messaging
facility for corporate clients.

2.Introduction and background: In that report the aim of TUI to become competitive into
market place by launching advance facilities that are major requirement to become competent in
market.
Mission: Values, vision and proposition builds basis of actions and attitude of organisation. TUI
Group work for remarkable to deliver smile to consumers.
Objectives: The main objective of TUI Group to give delighted experience to consumer base by
giving all kinds of facilities.
Market definition: Market is a place where two parties get together by exchanging products and
services. The market base of TUI are people who are adventurous in nature and want frequent
changes.
3.Situation analysis: In context of TUI they face fierce competition from their competitors side
and their major competitors are Kuoni travels, Barrhead Travels, the ultimate travels and Cox
and kings with Thomas cook (Purvis, 2015. ). All these competitors are enough competitive to
adopt any kinds of changes and also industry are very much competitive and needs huge
investment for growth so in that case TUI Group aimed to launch personalisation facility to
remain enough competitive in marketplace. That facility is very much important for consumers
to give delighted experience to them by finding out hidden needs and wants of them. With many
suppliers are working on giving these facilities to travel and tour operators so there are less
bargaining power they possess (Rascati, 2013.)
4.SWOT analysis: The major strength of TUI Group that they have strong brand image in
market and they are enough capable to adopt any kind of tools and techniques. Weaknesses in
front of them that they sometimes fail to adopt changes because after applying changes lot of
training should be given to employees. Opportunities after adopting personalisation they are able
to gain large market share.
5.Marketing objectives: Their major objectives related to Personalisation facility is to give
delighted experience to consumes and enhance market share by 10%.
6.Marketing strategies: In their market strategies consist of target audience the people who love
travelling and adventurous in their tour packages and build delighted memories while avail
services of TUI Group. Their positioning regarding product is premium products for middle and
high class people. In marketing mix they describe information of personalisation on online and

offline mode and that facility they provide to all kinds of consumers and hire technical staff to
manage facility of personalisation.
7.Implementation: While implement that plan they take important decisions regarding
marketing mix elements that personalisation facility should be provided to all class consumers
and price should be premium in nature. In financial indicators are operating cash flow, working
capital, current ration and Customer satisfaction. In context of TUI Group, their consumer
satisfaction are high. In timeline consist on April 1, they create sales manager positions and
marketing director and on 15 April they find out research to find new products offerings and
analyse survey project. On June 30 project groups should be framed and in July 31 marketing
information should be monitor and after evaluating that in proper way August 31 plan should be
implemented.
8. Appendices: In that aspect organisation build their budget and evaluate in proper way with
help of monitoring procedures.
CONCLUSION
From the above report it has been summarised that travel and tourism industry is one of
most competitive and helps in growth of economy. Marketing is an important aspect to reach at
large no. of consumer base and by identify their needs and wants products should be build.
Before launch a new product into market organisation have to evaluate various factors such as
SWOT, PESTEL and many more factors that helps to produce products as per the marekt
demand and needs.

REFERENCES
Books and journals:
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leadership, marketing, and finance. Jones & Bartlett Publishers.
Collins, J. and Stern, E.J., 2012. Chest radiology: the essentials. Lippincott Williams & Wilkins.
Durand, V.M. and Barlow, D.H., 2012. Essentials of abnormal psychology. Cengage Learning.
Gillespie, K. and Riddle, L., 2015. Global marketing. Routledge.
Halpern, N. and Graham, A., 2013. Airport marketing. Routledge.
Hiam, A., 2014. Marketing for dummies. John Wiley & Sons.
Hugos, M.H., 2018. Essentials of supply chain management. John Wiley & Sons.
Khan, M.N. and Adil, M., 2013. Data analysis techniques in service quality literature: Essentials
and advances. Serbian Journal of Management. 8(1). pp.95-112.
Nirschl, M. and Steinberg, L., 2018. Einstieg in das Influencer Marketing. Grundlagen,
Strategien und Erfolgsfaktoren. Wiesbaden: Springer Fachmedien.
Purvis, J., 2015. Human resources marketing and recruiting: Essentials of digital
recruiting. Handbook of Human Resources Management, pp.1-19.
Rascati, K., 2013. Essentials of pharmacoeconomics. Lippincott Williams & Wilkins.
Scarborough, N.M., 2016. Essentials of entrepreneurship and small business management.
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Smith, A., 2012. Introduction to sport marketing. Routledge.
Stahlberg, M. and Maila, V., 2013. Multichannel Marketing Ecosystems: Creating Connected
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Online:
About TUI Group 2019 [Online] Available through
<https://www.tuigroup.com/en-en/about-us/about-tui-group>.