Jet2 Holidays: Marketing Strategies and Competitive Analysis

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MARKETING ESSENTIALS FOR TRAVEL AND TOURISM
JET2 HOLIDAYS

Table of Contents
INTRODUCTION............................................................................................................................. 2
LO1.................................................................................................................................................3
P1 EXPLAIN THE KEY ROLES AND RESPONSIBILITIES OF THE MARKETING FUNCTION WITHIN A
SELECTED HOSPITALITY ORGANISATION....................................................................................3
M1 ANALYSE THE ROLES AND RESPONSIBILITIES OF MARKETING IN THE CONTEXT OF THE
MARKETING ENVIRONMENT......................................................................................................5
P2 DISCUSS HOW ROLES AND RESPONSIBILITIES OF MARKETING RELATE TO THE WIDER
ORGANISATIONAL CONTEXT......................................................................................................6
M2 ANALYSE THE SIGNIFICANCE OF INTERRELATIONSHIPS BETWEEN MARKETING AND OTHER
FUNCTIONAL UNITS WITHIN A SELECTED HOSPITALITY ORGANISATION...................................8
LO2.................................................................................................................................................9
P3 COMPARE THE WAYS IN WHICH DIFFERENT HOSPITALITY ORGANISATIONS APPLY THE
MARKETING MIX TO THE MARKETING PLANNING PROCESS TO ACHIEVE BUSINESS
OBJECTIVES................................................................................................................................ 9
M3 EVALUATE DIFFERENT TACTICS APPLIED BY HOSPITALITY ORGANISATIONS TO
DEMONSTRATE HOW BUSINESS OBJECTIVES ARE ACHIEVED..................................................12
LO3............................................................................................................................................... 13
P4 & M4 PRODUCE A BASIC MARKETING PLAN FOR A HOSPITALITY ORGANISATION TO MEET
MARKETING OBJECTIVES ORGANISATION...............................................................................13
CONCLUSION............................................................................................................................... 17
REFERENCES.................................................................................................................................18
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INTRODUCTION
Top travel agencies in the world have one thing in common; they not only offer the best in class
service, but they also invest heavily in the marketing efforts in order to grab the attention of the
customer and expand their reach in the market. This report will focus on understanding the
marketing functions of ‘Jet2 holidays’ which is the largest tour operating company in the UK. It
was founded in 2007 as a subsidiary of Jet2 airlines. The company offers tour packages to over
one million customers every year. Initially, the report will highlight the most important function
of the marketing department at Jet2 holidays and the interrelation of the marketing function
with other necessary functions of the company like sales, operations and customer relations.
Later, a comparison is made between the marketing mix of Jet2 holidays and TUI so that the
basic differences between the services offered to the customers and the marketing functions
can be assessed. In the final portion of the report, a detailed marketing plan for Jet2 holidays is
prepared.
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LO1
P1 EXPLAIN THE KEY ROLES AND RESPONSIBILITIES OF THE MARKETING
FUNCTION WITHIN A SELECTED HOSPITALITY ORGANISATION
Marketing is the science which helps in creating enhanced value for the products and services
of the company. The marketing department first decides the appropriate target for the services
offered by Jet2 holidays and after this, designs the strategies which can help the company
create awareness among the targeted customers (Jet2 holidays, 2019).
The key roles and responsibilities of the marketing department function at Jat2holidaya are
discussed below:
Making internal communication:
The employees and at different levels may also need to be communicated from time to time. it
is generally done with the help of company newsletters and the intranet. Better marketing
efforts by the company help in retaining the most talented employees (Slater, 2015).
Managing social media:
The marketing department also needs to regularly update the social media pages of the
company and provide useful information to the customers so that they can stay in touch with
the recent happenings (Morgan, et al. 2012). These social media platforms are also used by the
customers as a place to discuss the queries and complaints and get information about the latest
offers by Jet2 holidays.
Conducting marketing search:
Jet 2 holidays need to understand the customer requirements at present and how the products
and services of the company are perceived by the customers. The marketing research includes
interviewing a small group of respondents so that their views and concerns can be identified
(Terpstra, et al. 2012).
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Defining the brand:
In the present business scenario, the brand image has a great impact on the business prospects
of the company and therefore it is necessary to enhance this brand image of the company
through different mediums (Schlegelmilch, 2016). Marketing department designs different PR
programs to highlight the peculiarities of the company and create a better position among the
competitors.
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M1 ANALYSE THE ROLES AND RESPONSIBILITIES OF MARKETING IN THE
CONTEXT OF THE MARKETING ENVIRONMENT
The wider roles and responsibilities of the marketing department of Jet2 holidays are discussed
in the report, these responsibilities include conducting the market survey, ensuring better
internal communication between different departments, designing marketing programs for
social media and managing the brand image of the company (Vaňa and Černá, 2012). In
addition to these wider responsibilities, the marketing department needs to design strategies
according to the current marketing environment.
The marketing environment of the company consists of several internal and external factors.
Some of these factors may be in control of the company while some of these factors are
outside the control of the company. The marketing department needs to adapt to these
changes to avoid being negatively affected by these factors. Most of the external factors are
associated with the emergence of new technologies and the use of smartphones. People
nowadays prefer to gather information and also book the holiday with the means of their
smartphones (Varadarajan, 2010). In addition, the time spent by the people on the internet is
also making an impact on consumer behaviour. The marketing department needs to assess all
these factors and make necessary changes in the current marketing approach so that a
connection with this class of audience can be made.
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P2 DISCUSS HOW ROLES AND RESPONSIBILITIES OF MARKETING RELATE TO
THE WIDER ORGANISATIONAL CONTEXT
The marketing function is strongly interrelated with other organisational departments of Jet2
holidays and the roles and responsibility played by the marketing department help different
other function of the company run smoothly. the interrelation between different departments
is discussed below:
Finance
The finance department needs to take care of the financial needs of the organisation and
allocate budget for different activities. The marketing activities of Jet2 holidays use a
considerable part of the company budget to carry its day-to-day activities and without proper
co-ordinance between the finance and marketing department, it is not possible to forecast the
budget needs accurately (Westwood, 2016).
Human Resource
The promotional activity of the marketing department plays an important role in creating a
better brand image of Jet2 holidays. When the company has a good reputation in the market,
the best talent of the industry get attracted to the organisation and it helps in improving the
service quality offered to the customers (Yasanallah and Bidram, 2012).
Sales
The leads generated by the sales department are converted into successful business initiations
by the marketing department. Active coordination between the sales and marketing
department is the key to achieve excellent brand recognition. Better marketing also helps the
sales team close the deal successfully and ensure high growth of the organisation.
Customer services
The customer services of Jet2 holidays are improved by inputs provided by the marketing
departments. In the surveys, many questions are related to the quality of customer service and
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the response and behaviour of the customer service agents. The responses of the customers
are a useful way of improving the quality of customer services (Khan, 2014).
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M2 ANALYSE THE SIGNIFICANCE OF INTERRELATIONSHIPS BETWEEN
MARKETING AND OTHER FUNCTIONAL UNITS WITHIN A SELECTED
HOSPITALITY ORGANISATION
The positive interrelationship between different departments at Jet2 holidays is the key to
achieve a competitive edge in the market. The basic responsibility of the marketing department
is to assess the current demand of the customers by conducting user surveys and other such
tactics. The input provided by the marketing department is used by all the other departments
to mould the services in order to fulfil the current customer demand. if the marketing function
does not work well, the efforts of all the other departments will not be able to deliver the
desired results because customer awareness about the products and services offered by the
company is the most basic things (Kitchen and Burgmann, 2010). With the active role of the
marketing department the services of the company cannot be reached to a wide audience and
therefore the interrelationship between different departments is of utmost important for Jet2
holiday group.
The research and development of new products and services are also facilitated with the means
of marketing. Marketing efforts are not only limited to increasing the awareness about a
particular product or services, but it is also related to gathering useful information about the
target customers and their preferences (Luxton, et al. 2015). The research and development of
new products use these inputs provided by the marketing department to enhance the value of
the holiday packages offered. In addition, Jet2 holidays also improve the design and the
facilities on the website according to the reviews of the customers in the surveys.
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LO2
P3 COMPARE THE WAYS IN WHICH DIFFERENT HOSPITALITY ORGANISATIONS
APPLY THE MARKETING MIX TO THE MARKETING PLANNING PROCESS TO
ACHIEVE BUSINESS OBJECTIVES
MARKETING
MIX FACTORS
JET2 HOLIDAYS TUI GROUPS
PRODUCT A Jet2 holiday offers a diversified holiday
package which is a combination of
different activities such as
accommodation, transportation food,
sight-seeing and entertainment. The
parent company of jet2 holidays is Jet2.
Com which is a low-cost flight operator
based in the UK (McDaniel and Gates,
2013).
TUI group offers a range of airline
packages, hotel and resort packages and
food packages. The company also operates
a cruise line services due to which the
customers are able to get the tourism
related services at a single purchase. The
combined holiday package offered by the
company is quite popular among British
travellers.
PRICE The pricing strategy of the Jet2 holidays
is based on offering the lowest possible
prices for the holiday packages. The
economic pricing strategy has helped
the company grow at a fast package and
become the second biggest tour
operator in the UK.
TUI also offers the services at the
economic pricing strategy, the large scale
operation of the company and a range of
hotel and planes owned, help it reduce the
prices of packages effectively (Sheth,
2011).
PLACE The areas served by Jet2 holidays
include Europe, Turkey and the United
States. The company sells its holiday
packages by the means of physical
centres located in different cities of the
UK and through online channels if the
TUI is the largest tour operating company
in the UK and provides its services with the
help of different agency outlets located in
the major city centres in the UK. The
customer services provided by TUI at its
stores are the greatest competitive
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company where people can purchase
the holiday package (Jet2 holidays,
2019).
advantage for the company.
PROMOTION The promotional activities of the Jet2
holidays are focused on the digital
channels and the marketing department
makes sure that the website and the
Mobile App of the company are updated
with regular content (Morgan et al.,
2012).
TUI group uses a mixed approach of
traditional and digital promotional tools.
The strong brand image of the company
and the diverse service portfolio help the
company place its offerings strongly.
PEOPLE The human resource management
policies of the Jet2 holidays is based on
treating each and every member of the
team as a partner in the business and
creating opportunities to learn and
enhance the current skills.
TUI makes sure that the employees are
always kept motivated with the help of
different incentive-based schemes. The
company also includes the workforce in
the decision-making process and asks for
the suggestion of the employees.
PROCESS The marketing team of TUI uses
different online channels to interact
with the customers and know their
queries and a concern which helps it
improve the services (Tapp and
Spotswood, 2013).
TUI has a perfect information
management system which is useful in
predicting the new trends in the holiday
package market and the changing
demands of the customers.
PHYSICAL
EVIDENCE
The excellent growth of the company in
the past 5 years and moving ahead of its
biggest competitor Thomas Cool in 2017
is the evidence of its strategic success. In
addition, the physical customer service
points of the company provide all the
useful information to the customers.
TUI has a vast fleet of ships include boing
and Airbus. The company has its own
hotels, restaurants and transportation
services which helps nit provided a
complete package for all the tourism
related services at a single place.
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