Marketing Plan of TUI Group: Doc

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Table of ContentsINTRODUCTION..........................................................................................................................3TASK 1............................................................................................................................................3P1 Explain the key roles and responsibilities of marketing function in context of hospitalityorganisation.................................................................................................................................3P2 Discuss the roles and responsibilities of marketing relate to wider organisational context..5TASK 2............................................................................................................................................7P3 Compare the ways in which various hospitality organisations apply marketing mix toachieve goals...............................................................................................................................7TASK 3..........................................................................................................................................10P4 Produce a basic marketing plan for a hospitality organisation to meet marketing objectives....................................................................................................................................................10CONCLUSION..............................................................................................................................12REFERENCES..............................................................................................................................13
INTRODUCTIONMarketing is an chain of various activities undertaken by an organisation with objectiveof 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 whichis an Anglo German travel and tourism operator, headquarter situated in Germany. It is one oflargest 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 marketingwith interrelationship with various departments. Further it elaborates about marketing mix ofhospitality business to achieve organisational goals and objectives. At last it develop a suitablemarketing plan of an hospitality organisation to attain organisational goals.TASK 1P1 Explain the key roles and responsibilities of marketing function in context of hospitalityorganisation.About marketing:According to American Marketing Association, Marketing is chain of activities, set ofinstitutions 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 rightkind 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 traveland tourism operator and have large portfolio under the group that consist of tour operators, 1600travel agencies with online portals and various airlines with 150 aircraft's. It has its own 380hotels, 17 cruise liners and various incoming agencies under one roof to become largest touroperator in world.Marketing/Business functions of TUI Group:Marketing is an chain of activities in which involved the concept related to product untilit reaches to final consumer(Cavusgil and et.al ., 2014).Marketing is an important departmentin an organisation to reach at wider consumer base that are as follows:
Identify consumer needs:One and foremost function of marketing is to identify theneeds and wants of consumers in marketplace(Boschetti and Massaron, 2015.). Toaccomplish needs and wants marketing department have to collect knowledge andinformation and after that analyse in proper way. It helps in understand needs ofconsumers thoroughly and accordingly product should be design. In Context of TUIGroup after commencing research on taste and preferences of consumers they add newfacilities in their broad portfolio and it can be possible only by marketing department.Marketing department collect data about taste and preferences of consumers andaccordingly products build.Standardisation and grading:Standardisation is one of most important function ofmarketing for ensuring uniformity in product and services(IChisholm-Burns,Vaillancourt and Shepherd, 2012). Product should be uniform in nature by design samedesign and quality and standards should be maintained through out the organisation. Incontext of TUI Group they possess Broad portfolio and it is obligatory for organisationthat all service providers of it give uniform services to their consumers. In that functionof marketing, department evaluate quality and performance of products and after thatcompare with competitors product to standardise their own product.Branding:One of the important aspect for an organisation to build identity in marketplace and it helps in recognize by its brand name. It is very much crucial for anorganisation to provide attributes that helps to differentiate from the competitors. By itorganisation can enlarge business opportunities. In context of TUI group they build theirbrand loyalty by giving best products and services in uniform way and at moderatepricing so that consumers at large basis avail their services and enlarge businessopportunities. In that marketing function, marketing department give information tointernal sources of TUI Group about distinctive feature require in their present servicesand after that modifications should be bring to stabilise in market place.Promotion:Promotion in which organisation inform to consumers about products andpersuade to purchase their products and services. There are various kinds of promotionaltools in which advertising, personal selling, sales promotion and publicity are importanttools that avail by all organisations. Either an organisation use solo tool or combine themto enlarge business opportunities in better manner. In TUI Group they avail
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