Marketing Plan of TUI Group

Marketing Plan

Table of Contents
INTRODUCTION...........................................................................................................................1
MARKETING AUDIT....................................................................................................................1
OBJECTIVES .................................................................................................................................5
STRATEGY.....................................................................................................................................6
RESOURCES AND CONTROLS...................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Market is a place where commodity can be exchange between one another. In order to get
maximum advantages from their product and services company need to conduct a well organise
plan (Cook, 2011). It is necessary for taking competitive advantages over other company;s which
is already operating in same line. This project covers plenty of information about company
mission, vision and objectives. Marketing audit is also done to determine various impacts which
are available with services and products. Various strategies and control measure are also
discussed under this project plan.
MARKETING AUDIT
Marketing Audit: It is a systematic, independent and periodic evaluation of a company's
or business units. The auditing is done in order to determine problem areas in relation to market
penetration. It is done independently by marketing departments itself. The concern person
analyse the market environment, strategies and company's objectives to better see whether the
company may be falls down (Buhalis and Crotts, 2013).
Features of marketing audit are as follows:
 Marketing audit is a comprehensive analysis of all activities which is associated with
marketing.
 It is step by step procedures. The main part of this is conducted by a single person that
does not belongs to TUI group. It must be from outside.
 It is a periodic activities and need to be conducted at regular point of time.
Marketing audit is essential categories into two parts:
Internal marketing audit: It is related with inside activity which is perform within the
company. It is done to increase business effectiveness (Läderach and et. al., 2011). It will help to
generate maximum revenue, profitability and any indication of corporate mission associated
with the marketing of any product and services. It consists of various aspects such as: Marketing effectiveness: under this, certain valuable measure are need to be considered
such as sales, retention, market share and brand enhancement and loyalty of customers. Customer services: It can assess for every different product line which delivered through
using a perfect network. It is the ways by which component of marketing mix are used to
review by the auditors.
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External marketing Audit: This studies about the external stimuli which affects the
business strategy of the Thomas Cook. The marketing plan developed by the business firm is
largely affected by the action and interference of external attributes to the organisation like
government, general public, suppliers, customers, competitors etc.
Supplier: The supplier is the person who largely affects the availability of raw material in
their operations of company and also affects the marketing plan as well. As the slower process of
production will affects the marketing strategies as well (Zwick and Cayla, 2011). So, the
organisation should act responsibly towards the supplier requirement in marketplace in order to
develop a good relation with them.
Customers: The marketing plan followed by the organisation should comply with the
customer behaviour and their needs in order to provide them satisfactory services. This will
increase their perception and also helps in providing better experience with the brand products.
This will increase the profitability of the firm as well as contribute in increasing the satisfaction
level of the customers.
Competitors: Competitors strategies of the Thomas cook largely affects the marketing
plan of organisation. As the firm has to react as per the competitors tactical plans to counter
attack with its rivalries competent level and competitive advantage in marketplace. So, Thomas
Cook have to act more responsibly towards the action of its rivalry like TUI group etc.
The marketing audit is followed up thorough developing various stops in order to
evaluate the market scenario responsibly. The Thomas cook is carrying out marketing audit
through following steps which are discussed below (Mayer, Ryley and Gillingwater, 2012).
Stage one: The Market
The market is the place where exchange of goods and benefits takes place between the
people and the customers. This provides a platform to corporate organisation to carry out various
business activities to make significant profit. The trends of market are dynamics in nature which
keep on changing as the time passes. As per the demographic condition of market the trends also
changes. The trends of the market are influenced by the choices and preferences of the consumer
and changing beliefs of the society. So, the various demographic factors like age, sex, behaviour.
Origin all aspects largely contribute in dynamic trends of the marketplace. So, the organisation
should be actively involved in accessing these markets and reacting as per the changing needs of
marketplace and consumers as well.
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