Analysis of Marketing Strategies: TUI and Marriott Hospitality Report

This report provides a comprehensive analysis of the marketing strategies employed by two major players in the hospitality industry: TUI and Marriott. The report begins with an introduction to marketing principles and their application within the context of TUI, a travel and tourism company, highlighting the importance of marketing roles and responsibilities. It then delves into a comparative analysis of the marketing mix (Product, Price, Place, Promotion, People, Process, Physical Evidence) of both TUI and Marriott, examining how each company positions itself in the market. The report further explores TUI's marketing plan process, including organizational overview, vision, mission, strategic goals, market analysis, segmentation, targeting, positioning, and marketing budget. The analysis includes the effectiveness and ineffectiveness of the marketing mix. The report concludes by emphasizing the significance of the marketing mix in achieving organizational goals and generating future profits. The report uses academic journals and books for references.

Hospitality Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
P1 Important Roles and responsibilities of marketing in view of TUI...................................1
TASK1 ............................................................................................................................................1
TASK 2 ...........................................................................................................................................1
P3 Marketing Mix in the context of TUI and Marriott.........................................................1
TASK 3............................................................................................................................................2
P4 Process of Barclays' Marketing Plan in organisation........................................................2
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing is an ongoing process and activity where various kinds of activities are related
such as message of transferring goods and services (Prodanova 2019). Marketing includes
various activities such as advertising, selling and delivering of products to consumers or other
business. The existing study is based on TUI and which is a Travel and tourism company and
founder was Roy Thomson and its headquarter is suited in Luton , England. Company is
expanding there services and providing exciting holiday packages. This report cover about
important function of marketing in hospitality organisation. This also concisely explain about
duties and province of marketing in a broader context. Further this project compare about
marketing mix to planning to achieve organisational goals. It also provide insight of marketing
plan and how organisation can achieve its targets in best possible way.
P1 Important Roles and responsibilities of marketing in view of TUI
TASK1
Covered in PPT.
TASK 2
P3 Marketing Mix in the context of TUI and Marriott
Product : TUI deals in travel and tourism and which provide home package and airlines
services. On other hand Marriott is fully dedicated in hotel industry and have 5 star hotels and
have maintain reputation in market in hotel industry.
Price: TUI follow offering low as to competitive their rivals and to gain more
marketplace share. Whereas, Marriott keeps price high because they deal in luxury offering and
does not negotiate or comprise with price.
Place :- TUI is one of the largest travel and tourism company in UK and have diversified
product offering and have billion pounds. In the case of Marriott it is one of the prominent
company in hotel industry. Company have global presences have various hotel in different
countries.
Promotions:- TUI is 360 marketing strategics and promotion tools which are used to
attract more customers. Where as Marriott promote by ads and magazines to gain more market
share.
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People :- TUI focus on provide services and making services and have stakeholder and
try to make therm happy. Whereas, Marriott try to built customers relationship with customers.
They also maintain the quality of their service as they have better image in market.
Process: TUI is have efficient process which offer service to large customers. It provide
customers to choose their package on website as peer their requirement. In the case of Marriott,
customers have to visit the place and have to book hotel or room as they have goodwill in
market.
Physical Process: There are different hotels and other service of TUI which service their
client on daily basis. It deal in online as well as offline and customers can avail services by going
in their respective offices. Where as Marriott have offline branches and hotels , individual have
to book room call or by visiting the place . They also offer coupons for their frequents customers.
Effectiveness and ineffectiveness of Marketing Mix:
Effectiveness of marketing consider as effective tool for measuring effectiveness of
marketing and other important essential. Marketing mix are more cost effective and provide
support of the company. While on other hand, marketing mix in ineffectiveness are related to
loss and ineffectiveness in company for delivery their offering. TUI introduced new tour
packaging offers to attract more customers whereas Marriott company offers membership to
avail offers to their customers.
TASK 3
P4 Process of Barclays' Marketing Plan in organisation
TUI is the leading world's star organisation in UK and it is important for business
venture to make effective services and implement better policies which can provide company to
make more profit in global business. Proper marketing plan provide ease for TUI to make their
future plan success. By the help of technological company can improve their quality and can
offer new services like booking hotels on mobile phones which make easier for customers to find
hotels according there needs. There are some marketing plans which are important in the aspect
for TUI.
Organisational Overview: TUI is one of the most profitable company in UK that offers
services in hotels and have airlines and cruise. Company was founded in year 1965 by ray
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Thomson. Company have overall business of 4.7 billion pounds which provide robust services
and integrated model.
Vision and mission: Main mission for TUI is to assure growth by offering better services
so that company can grow more in future. Company have vision of to deals in various countries
and try make large customer in 5 years below the line.
Strategics goals: TUI group is planning to deliver strong performance and cruises
services to their customers. Company strategics involve Tech 4 Good accelerator in Cairo, Egypt
so that company can empower various young founders and support services which can improve
efficiency of employees and can focus on social and sustainable environment.
Offering: Company offers various services such as TUI hotels and resorts, Cruises ,
destination experiences and also deals in Airlines. They also provide services in various parts of
country.
Market Analysis and Research: It is crucial for company to figure out the market before
launching new product in marketplace. For TUI, managers should analysis the market scenario
and provide resources as per the requirement. It will aid company to manage clients as well as
consumers in effectively manner. Research will help organisation to achieve its target within
limited time frame. In the context of a TUI it is important to take primary as well as secondary
data method of collecting data. Company can make use of questionnaires and surveys method
techniques in order to analyse the current and future trends of market.
To figure who is the actual customers company have to research and and should go
through market surveys and ask questions to customers and tale feedbacks. Company should
target customers on the basis of income and channelling proper distribution so that com0pany
can identify the actual preference of company. With the help of proper STP company can
effectively determine market and its culture.
Segmentation: In this company is divide into various product line to make easy
understand for organisation as well as for company. This kind of segmentation helps TUI to
select the target audience and can implement plans effectively. Down below are market
segmentation of TUI.
Geographical: Company chosen the urban and rural areas of UK and also provide
services in various parts of company.
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Demographical: There are various factors included in demographical factor that include,
age, occupation, income and gender. In the context of TUI, divide their offering according to the
demographical factors. Company offer product above 18 which is a minimum age required as per
the law.
Behavioural: Company make future plans by analysing the current and future behaviour
of consumers. In the regards of hospitality sector people who often use technology will assist
organisation to make more profit.
Targeting:
TUI have to segment there plans and narrow down the market in which company can
focus on their target and organisational objectives. Company have target their customers in urban
as well as semi rural public.
Positioning:
TUI have chosen to provide combine hotel and flying services with dynamic package.
With help of effective marketing company give genuine information about their services with the
help of social media and telephone.
Marketing Mix:
With help of marketing mix it is important for TUI to promote their product and services
effectively to larger audience. By this method it company can understand the needs and wants of
customers and make better products. Regarding to this, company have to understand deeply
about market and various trends. This help TUI to make effective business framework which will
enhance the marketplace and overall profit for organisation.
Marketing Budget:
MARKETING BUDGET
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial Amount 15000 6500 14000 15250 17450
Investment 16000 6000 25000 5000 8501
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Total 32000 12000 35000 17200 30568
Marketing Outlay
Promotion 5500 2500 5240 3200 2200
Sales publicity 2500 1500 3560 1300 1600
Direct selling 5600 5600 2000 5000 5623
Total 25300 3600 56239 8500 14536
As per the above information,it has been figure out that company estimated of 1500
pounds is require as an investment in TUI to expand their business at international marketplace.
CONCLUSION
As per the above described project, it has been figure out that marketing mix is essential
for generating profit future for company. It is crucial to figure out duty and various functions of
marketing to promote various concept of company in best possible way. Thereby, for TUI
marketing mix helps to organization to detriment there aim and target to employees and motivate
them achieve goals in effective manner.
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REFERENCES
Books and journals
Dixit, S.K., Lee, K.H. and Loo, P.T., 2019. Consumer behavior in hospitality and
tourism. Journal of Global Scholars of Marketing Science, 29(2), pp.151-161.
Stalmirska, A., Whalley, P. and Fallon, P., 2019. Food as a Component in Destination
Marketing. In Tourist Destination Management (pp. 123-141). Springer, Cham.
Malik, H. and Sharma, M., 2019. E-Marketing as a Tool to Achieve Competitiveness in Travel
Trade Industry. In Handbook of Research on International Travel Agency and Tour
Operation Management (pp. 272-283). IGI Global.
Moura, A.A., dos Santos Mónico, L. and Mira, M.D.R.C., 2019. Measuring quality regarding
destination marketing: Perceptions from local public stakeholders in Portugal. Tourism
& Management Studies, 15(1), pp.44-53.
Ozturk, Y., Allahyari San, R., Okumus, F. and Rahimi, R., 2019. Travel motivations of Iranian
tourists to Turkey and their satisfaction level with all-inclusive package tours. Journal
of Vacation Marketing, 25(1), pp.25-36.
Guillet, B.D. and Kucukusta, D., 2019. Analyzing attributes of the spa service experience:
Perceptions of spa-goers traveling to Hong Kong. Journal of China Tourism
Research, 15(1), pp.66-8Dixit, S.K., Lee, K.H. and Loo, P.T., 2019. Consumer behavior
in hospitality and tourism. Journal of Global Scholars of Marketing Science, 29(2),
pp.151-161.
Stalmirska, A., Whalley, P. and Fallon, P., 2019. Food as a Component in Destination
Marketing. In Tourist Destination Management (pp. 123-141). Springer, Cham.
Malik, H. and Sharma, M., 2019. E-Marketing as a Tool to Achieve Competitiveness in Travel
Trade Industry. In Handbook of Research on International Travel Agency and Tour
Operation Management (pp. 272-283). IGI Global.
Moura, A.A., dos Santos Mónico, L. and Mira, M.D.R.C., 2019. Measuring quality regarding
destination marketing: Perceptions from local public stakeholders in Portugal. Tourism
& Management Studies, 15(1), pp.44-53.
Ozturk, Y., Allahyari San, R., Okumus, F. and Rahimi, R., 2019. Travel motivations of Iranian
tourists to Turkey and their satisfaction level with all-inclusive package tours. Journal
of Vacation Marketing, 25(1), pp.25-36.
Guillet, B.D. and Kucukusta, D., 2019. Analyzing attributes of the spa service experience:
Perceptions of spa-goers traveling to Hong Kong. Journal of China Tourism
Research, 15(1), pp.66-8Dixit, S.K., Lee, K.H. and Loo, P.T., 2019. Consumer behavior
in hospitality and tourism. Journal of Global Scholars of Marketing Science, 29(2),
pp.151-161.
Lee, S., Lee, K.S., Chua, B.L. and Han, H., 2019. Hotel restaurants’ challenges and critical
success factors in Klang Valley, Malaysia: the inseparable roles of support centers and
revenue streams. Journal of Quality Assurance in Hospitality & Tourism, 20(1), pp.16-
43.
Arafah, B., 2019. Needs Analysis on English for Vocational Purpose for Students of Hospitality
Department. KnE Social Sciences, pp.344-387.
Prodanova, J., San-Martín, S. and Jimenez, N., 2019. Abrangência teórica dos relacionamentos
B2C na indústria da hospitalidade. Dos Algarves: A Multidisciplinary e-Journal, (34),
pp.60-80.
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Choe, Y. and Schuett, M.A., 2019. The effect of services and facilities on visitors’
experiences. International Journal of Tourism and Hospitality Research, p.87.
Tasci, A.D., Hahm, J. and Terry, D.B., 2019. A longitudinal study of Olympic Games’ impact on
the image of a host country. Journal of Travel & Tourism Marketing, 36(4), pp.443-457.
Mariani, M. and Predvoditeleva, M., 2019. How do online reviewers’ cultural traits and
perceived experience influence hotel online ratings?. International Journal of
Contemporary Hospitality Management.
Thal, K.I. and Hudson, S., 2019. A conceptual model of wellness destination characteristics that
contribute to psychological well-being. Journal of Hospitality & Tourism
Research, 43(1), pp.41-57.
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