TUI's Marketing Information System: Analysis and Evaluation

This report provides an in-depth analysis of Marketing Information Systems (MIS) and its application within the tourism industry, specifically focusing on the Anglo-German travel and tourism company, TUI. The report begins with an introduction to marketing and the importance of MIS in gathering and analyzing market information. It then explores the components of MIS, including internal records, market intelligence systems, market research, and market decision support systems, illustrating how TUI utilizes these components to understand traveler preferences and market trends. The study evaluates the effectiveness of TUI's MIS in marketing, information gathering, and communication, highlighting the benefits of MIS for financial decisions, data organization, and crisis management. The report concludes by emphasizing the overall effectiveness of MIS as a tool for business development and competitive advantage in the tourism sector, supported by relevant references and examples of how TUI uses MIS to enhance its services and customer interactions.

MARKETING ESSENTIAL

Table of Contents
INTRODUCTION...........................................................................................................................3
DISCUSSION..................................................................................................................................3
Use of MIS and its components for gathering market information and communication.............3
Evaluating the effectiveness of the company use of MIS for marketing, information gathering
and communication......................................................................................................................5
Reasons........................................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is idea which promotes interaction and relationship of company with its shoppers.
It is an activity which helps the business in enhancing and creating value of its services. The
present report will outline importance of marketing information system (MIS) in hospitality and
tourism industry. MIS is designed to support marketing activities of firm which helps in effective
decision making. The study will identify use of components of MIS by TUI which is an Anglo-
German travel and tourism company. It is one of the largest leisure, travel, travel company which
provides wide range of services like, travel, hotels, cruise ships, etc.
DISCUSSION
Use of MIS and its components for gathering market information and communication
Marketing information system is the process which allows companies to assess and analyses
market information on continuous and regular basis. Gaining market information timely allows
the organization in managing innovative changes in packaging, pricing, promotion and selection
of media TUI group incorporates use of MIS to gain valid information about traveler’s
preferences over accommodation, tour packaging, pricing, etc. This system helps the
organization in offering packages for population tourist destinations across the globe.
Figure 1: Components of Marketing information system
(Source: Marketing Information System, 2019)

Marketing operations of the company are focused in changing business and business
environment. Therefore, components of MIS help the enterprises in gaining valid information of
changing trends which aid in meeting customer expectation and needs. Components of MIF
denotes accumulation of different information which is as follows:
 Internal records: Accumulation of this information helps the firm in deriving scope of
growth by managing changes in internal designs and strategies. It comprises collection
and assessment of information from past tour packages documents, transmit copies,
customer and product data bases (Martell, 2018). This helps the TUI in deriving the
needs of managing changes in pricing and sales strategy in order to boost cost efficiency
of hospitality and tourism services with traveler’s satisfaction. For example, on the basis
of this information TUI offers different packages on simplified schemes which helps in
grabbing attention of clients.
 Market intelligence system: With the helps of this component TUI gain information
about changing trends of market like pricing strategy of competitors, new products,
changes in promotion strategies, etc. This helps TUI in updating its market plans and
meet preferences of travellers. To manage effectiveness in this concept company provides
training and also keeps its sales force motivated to keep a check on dynamic market
trends (Jamil, dos Santos and Jamil, 2019). In accordance with this TUI aim at
improving values of services by collecting and assessing information about competitor’s
strategy like pricing and promotion. This helps the firm in gaining competitive
advancement and meeting travellers’ expectations.
 Market research: In this focus of TUI group is on collecting wide range of facts about
services and tourism services with the help of primary and secondary information.
Gathering and analysis of fresh data helps the business in managing changes and
innovation in services on basis of client preferences. TUI gathers secondary information
via Magazines, governmental publications, research reports, magazines, etc. However,
TUI collects primary information from online survey emailing questionaries’ and
telephonic interview.
 Market Decision support system: It comprise software programs which helps TUI
group in decision making on the basis of collected and analyzed information. TUI use

this to save huge data in tabular form on which statistical tools is implied to analyses data
which helps in deriving need of changes and innovation in specific services of firm. Thus,
it can be said that this component helps in deriving market condition on the basis of
numerical data. For example, to use this TUI collects primary information from potential
travellers over their preferences of accommodation and tourist destination and them
implies use of SPSS to outline needs and wants of average number of travellers.
In accordance with data collection via components of MIS it can be said that TUI incorporates
use of every strategy which can assist in firm in accumulating valid information. Further,
communication of information is done by effective marketing for which firm make use of direct,
digital and commercial marketing (Malarvizhi, Nahar and Manzoor, 2018). For example, TUI
research market via primary and secondary sources and them makes change sin pin services
accordingly, the changes and offers are communicated to travellers via digital marketing tool that
is through social media like Facebook, Instagram. These are the platforms which helps TUI
group in deriving response of customers over marketing information of company.
Evaluating the effectiveness of the company use of MIS for marketing, information gathering
and communication.
Marketing information system is the most effective tool for TUI in order to promote the
company services and tour packages by promotional efforts. This is the highly desirable tool for
the company marketing branding or for the higher awareness (Hofacker and et.al., 2016). This
system is effective for the marketing by helping in better communication or managing the
management information system.
Effectiveness of MIS for marketing
 It enables the managers to flow the information from one place to another in the form of
virtual manner.
 It also helps marketer to collaborate with customers which helps in product design and
fulfils the customer requirements.
 It enable to provides the customer feedbacks which helps company to get the customer
reviews on the TUI services for better flow of service in future.
Effectiveness of MIS for Information gathering
MIS also helps manager to gathered abundant information from the market for the better
development targets. Marketing information system sustain the connectivity of company and

their customers in direct manner. This is the most effective technique or tool that helps to analyse
the actual market demand and current trend in travel and tourism market (Richards and et.al.,
2019). MIS provides benefits to the business by coordinating between one departments to other.
TUI also benefited by MIS because it is highly cost effective and save time as well. MIS system
is very effective for TUI employees n term of collecting data. By the help of MIS employees do
not need to collect data manually for filling and analysis customer data. By the help of MIS
Company can easily analysis data by qualitative and quantitative manner. This system of MIS
can also helpful to make decision making on different aspects by delivering all the information
needed by the company.
Effectiveness of MIS for better communication
Business communication passing new ideas and information by the help of MIS which is
the most required and needy to maintained the proper system and growth. For an example Quick
E-mail which is even more efficiently by storing documents in folders that they share with the
employees who need the information more.
Reasons
Yes it has been conducted the analysation that MIS is the effective tool for the company
development and growth. There are the following reason given below:
 MIS is beneficial for finance that helps manager to make daily decisions on operation
within the TUI.
 Reason for TUI is provides easy access to financial information in summarised form.
 It helps to analyse the historic and current activity of the business (Effing and Spil, 2016).
 MIS is important for the business to organised company data successful with higher
opportunity and growth. It helps to gin the information. The employees will be able to
manage all their information consisting of data.
 Employees has easily manage the information and growth b the help of MIS.
 MIS system I very crucial in the business for avoiding the crisis. By the help of using
high quality information system the possibilities of crisis has been reduced. MIS keeps
track of margins and profit to have every data necessary for analysing and averting a
crisis.
 Moreover it would help to re control the overall system growth which helps me to
describe the effective progressing and analyse the data into more productive manner.

 Overall, it helps to measure the long lasting development growth and dealing with
advantage growth by dealing with the high growth.
 Having huge data or information sometimes employees get stuck into that business
scenario. This would affect the business and leading the long lasting challenge to the
company. So in order to that, MIS helps to control the overall system and secure the
stability of the information.
 This MIS system aware of the data circulating within the company and helps by giving
sense of control over said data and growth.
 Marketing MIS supports activities through out the many activities of marketing
departments. In other words, MIS supports the TUI customers and their queries by the
help of quick results and or by handling the good customer service (Rubik and Frankl,
2017).
 One more reason to have MIS is to be competitive in the market by supplying the
attractive services and tour packages by the help of effective services outcomes.
CONCLUSION
As per the above report it has been described how MIS system is effective for the
business either from information, Communication. Study has been discussed MIS components
or tools for marketing. Overall, MIS is the most effective tool which communicate the
information more effectively. Study has discussed different MIS components such as internal
records, Market research, Market intelligence system. Further in this study, has explained bout
the effectiveness of MIS for better communication, for business marketing, for better
communication. Overall, Report analyzed the system of marketing information and ho they
helped businesses for better development.

REFERENCES
Books and Journals
Effing, R. and Spil, T. A., 2016. The social strategy cone: Towards a framework for evaluating
social media strategies. International journal of information management. 36(1). pp.1-8.
Hofacker, C. F. and et.al., 2016. Gamification and mobile marketing effectiveness. Journal of
Interactive Marketing. 34. pp.25-36.
Jamil, G.L., dos Santos, L.H.R. and Jamil, C.C., 2019. Market Intelligence as an Information
System Element: Delivering Knowledge for Decisions in a Continuous Process.
In Handbook of Research on Expanding Business Opportunities With Information
Systems and Analytics (pp. 1-19). IGI Global.
Malarvizhi, C.A., Nahar, R. and Manzoor, S.R., 2018. The strategic performance of Bangladeshi
private commercial banks on post implementation relationship marketing. International
Journal of Emerging Trends in Social Sciences. 2(1). pp.28-33.
Martell, D.A., 2018. Marketing Information and New Technology. In Management Information
Systems: The Technology Challenge (pp. 161-181). Routledge.
Richards, G. and et.al., 2019. Business intelligence effectiveness and corporate performance
management: an empirical analysis. Journal of Computer Information Systems. 59(2).
pp.188-196.
Rubik, F. and Frankl, P., 2017. The future of eco-labelling: making environmental product
information systems effective. Routledge.
Online
Marketing Information System. 2019. [Online]. Available through: <
https://businessjargons.com/marketing-information-system.html >.