Marketing Essentials for Travel and Tourism: TUI Group Analysis

This report delves into the marketing essentials within the travel and tourism sector, using TUI Group as a case study. It begins by defining marketing and its core components, emphasizing the significance of inbound marketing, e-commerce, and social media. The report then compares how TUI Group and Thomas Cook utilize the marketing mix (product, price, place, promotion, people, process, and physical evidence) in their marketing planning processes. A detailed table highlights the differences in their approaches. The report also constructs a basic marketing plan for a travel and tourism organization, outlining the company overview, vision, mission, objectives, product range, market analysis, STP approach (segmentation, targeting, positioning), and SWOT analysis to meet marketing objectives. The SWOT analysis evaluates TUI's strengths, weaknesses, opportunities, and threats, providing a comprehensive understanding of its market position. Finally, the report offers a conclusion summarizing the key findings and recommendations for effective marketing strategies in the travel and tourism industry. The report is designed to provide students with a clear understanding of marketing principles and their practical application in the tourism sector.

Marketing Essentials
for Travel and Tourism
Table of Contents
INTRODUCTION...........................................................................................................................3

TASK 2............................................................................................................................................3
P3. Comparison between the ways in which various organisations use marketing mix to the
marketing planning process.........................................................................................................3
TASK 3............................................................................................................................................7
P4. A basic marketing plan for a travel and tourism organisation to meet marketing objectives
.....................................................................................................................................................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................10
INTRODUCTION
Marketing indicates the activities which are undertaken by an organisation to promote the
purchasing or selling of a product and service. Marking consists advertising, selling and
delivering products and goods to customers or other businesses. Marketing essentials refers to

those elements and components which are effective and important for the proper running of the
business. Inbound marketing, sales entablement, e-commerce (Aghazadeh, 2015). Social media
and others are some essentials of marketing which help in effective running of the business. This
report based on TUI group which is a company which offer tourism services. It was founded in
1923 and headquartered in Hannover, DE. This assignment will be discussed about the ways in
which different organisations apply the marketing mix to the marketing planning. Further will
produced a marketing plan for an organisation to meet marketing objectives.
TASK 2
P3. Comparison between the ways in which various organisations use marketing mix to the
marketing planning process
There are various tactics and strategies which can be used by the organisations to attain
the marketing objectives. But marketing mix is an effective and essential tactics and strategy
which is effective for marketing planning process with the motive to attain organisational
objectives of TUI.
Marketing mix-It indicates to the process of putting the right product at right place with
affordable and reasonable prices at right time. So that it should be in reach of customers and they
easily consume it and fulfil their needs and demands. The components of marketing mix consist
products, price, place, promotion, people, process and physical evidence. Both the organisation
can use this tactics to meet its business objective in appropriate manners. It is as following:
Marketing mix TUI Group Thomas Cook
Product Product indicates to an item
which is develop and produce to
fulfil the need of target audience
of the company. It can be
tangible or intangible as it can
be in the form of goods and
services. TUI offer various
products like hotels and resorts
packages, airline packages and
food packages. This firm also
Thomas Cook is the owner of tour
operators, charter airlines,
scheduled airline condor and
hotles4u and a booking website
(Akbar and et. al., 2017). There
are various services like, airlines,
cruise, hotel and different products
like insurance, travel facilities etc.

offer cruise lines that is an
innovative way of expanding the
business.
Price Price indicates to the cost of
product which is pays by the
customers to buy and purchase
the products and services (Allen,
2016). IN TUI, the management
of the company use customer and
competitor pricing strategy so
that they can make increment in
their market share. On seasonal
tour packages, the management
of this firm also adopt low and
discount pricing strategy to
attract the customers.
This firm accepted mid- premium
pricing holiday experiences at
reasonable and affordable prices
and help the firm in attaining
larger revenues.
Place Place refer to that area and
geographical location where
goods and services of the firm
are available and in reach of
customers. In TUI, the
management of the company
available it products to the
customers through websites,
stores, search engine
optimization and others. The
product of this organisation are
also available on travel and tour
agencies. This firm operate its
business more than 180 nations
In Thomas cook, the firm has five
distinct divisions to carry out its
operations such as Northern
Europe, West Europe, German
airlines, central Europe and The
UK (Brown, 2016).

of the world.
Promotion It is an essential and most
important component of
marketing which is helpful for
increasing the sales and
productivity of the company
(Duffett, 2017). To create
awareness about the products and
services of TUI, the management
of the company use various
promotional channels like
Facebook, Instagram, Twitter,
social media, web advertisement
and others.
To create awareness about the
products and services of Thomas
cook, the management of the firm
used print and electronic media in
popular channels of television,
radio, billboards at famous places,
travel magazines and newspapers.
This organisation also launched
campaigns with the help of social
media portals like company
website, Facebook, Twitter,
YouTube, Instagram and travel
blogs.
People It indicates to employees who
help and make contribution in
manufacturing products and
services and making contribution
in running the business
operations of the firm. In TUI,
there is staff and employees of
the firm are quite skilled and
effective which help in offering
the effective services to the
customers. In TUI, the
management of the company
conduct workshops on a variety
of topics, e-learning, one-to-one
coaching and others. TUI provide
support to its staff to undertake
In Thomas cook, the management
of the company have skilled &
professionally trained trained
employees and workers, security
personnel, management decision
makers who help in proper running
the business operations and
activities of the company
(Holloway and Brown, 2016).

professional and vocational
qualifications according to their
role (Lukito, Lukito and Arifin,
2015). This firm is also have a
strong customer base which help
in increasing the sales and
productivity of the firm.
Process It refer to the systems which are
used by the management to aid a
firm to deliver the service. It can
be refer to the process of
manufacturing and producing the
goods and services. In TUI, the
employees of the organisation are
offered with proper training and
it help them to execute their
services to the potential
customers in an effective
manner. This company used high
speed internet service to offer
swift and best services to its
customers. The firm has a good
communication and interaction
level with all its branches that
help in maintaining an effective
process.
In Thomas cook, the management
of the company use online or
manual system to utilize the
services.
Physical evidence It indicates to the outside of the
product that how it looks (Perry
and Pyatt, 2015). Target audience
evaluate their perceptions which
In Thomas cook, the physical
evidence all about the hoardings
which are used by the company in
context of promotion.

are based on their views of the
service provided and having an
impact on the companies
perceptual plan of overall
service. In TUI, physical
evidence is all about the
decoration of the services which
are provided by it to its
customers.
TASK 3
P4. A basic marketing plan for a travel and tourism organisation to meet marketing objectives
Marketing plan indicates to operational activates which offers advertising tactics to be
enforced in the firm (Pride and Ferrell, 2016). It can be a systematic approach for developing
gaols of marketing, strategies and tactics. Marketing plan also states directions and guidance in
the term of actions that can be taken. There are various methods and techniques consist within it
and it comprises numerous components which are mentioned as below:
Company overview- TUI AG( Tourism Union International) is an Anglo-German travel and
tourism organisation. This firm was founded in 1923 and headquartered in Hannover, Germany.
This company is the largest leisure, travel and tourism firm in the world and operate its business
thorough travel agencies, hotels, airlines, cruise ships and retail stores. It run its business more
than 180 nations and the largest holiday steamship company in Europe.
Vision- The vision of this company is, “ to generate unforgettable moments to customers all over
the world and make their dreams true by offering products and services according their needs
and requirements”.
Mission- The mission statement of TUI is to do something remarkable which make customers
discover their smile and provide satisfaction to their demands (Rancati, Gordini and Capatina,
2016).
Objectives- The major objective of TUI is to offer effective and appropriate services and
products to its customer and increased the market share of the firm (Aghazadeh, 2015). To attain

these kind of aims, the management of the firm designed some SMART objectives in context of
introducing new products. For this, the management can set objective of increasing 25% sales
within 3 years by producing goods and services according their requirements.
Product range- There are several kind of products which are offered by TUI group such as
charter and scheduled passenger airlines, holidays packages, cruise lines, hotels and resorts.
Market analysis- In TUI, the management of the company should organised a detail market
analysis in which they can conduct research to gather information and data about that location
and destination where they launched their products. It will help in understanding the demands of
customers to make effective relation with customers to offer the,m high level of satisfaction.
With the help of this analysis, the management of the company can monitor the needs and
demands of the market so that they can produce and manufacture products and services
according them.
STP approach- There are three components are included within it such as segmentation,
targetting and positioning. Segmentation consist segregation an entire market in small parts or
sets who have need for a product. In TUI the segmentation can be done on the basis of
demographic, geographic and behavioural approach. In demographic segmentation, the firm can
do it on the basis of age group like young generation, professionals and others. This firm is also
do segmentation of its products and services according to the income group like middle class and
above. In targetting approach, they prefer age group 20 and above. In positioning, they
positioned premium offerings.
SWOT analysis-
Strengths Weaknesses
 TUI group has a collection of aircraft
and charter planes which fly to more
than 180 detonations and location all
over the world.
 There are 50,000 employees who are
working within this company and make
contribution in running and operating
the business of the firm.
 TUI operate its business globally so it
face cultural and social problems in
managing offices.
 There are intense competition from
other organisation so due to this there
are limited brand loyalty (Akbar and et.
al., 2017).

Opportunities Threats
 In TUI, the management of the
company can offer and provide
conservator and booking holidays
packages apps to its customers (Allen,
2016).
 By making innovation in its existing
products and services like tour and
holiday packages, they can create
various growth opportunities for the
business.
 There are high competition in the
market so pricing environment
challenge generate which create threats
for the business of TUI.
 TUI operate its business internationally
so there are several kind of risk are
involved in the business like foreign
exchange risks, interest risks, political
risks and economic policies of the
nations and others.
Budget- It indicates to a financial plan for a defined period often a specific time period like,
annually and quarterly etc. It is an essential set of a new product and service. Basically budget is
an estimation of the money which is required and necessary for manufacturing of products and
services. TUI has determined a budget that will be needed for incoming 5 years that is mentioned
below:
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 6000 8500 12000 14500 18350
Investment 12000 14000 25500 32000 13500
Total 6000 22500 37500 46500 31850
Marketing outlay
Promotion 6500 3200 4300 3300 3250
Sales publicity 2200 2100 3300 2200 2000
Sample distribution 4200 2500 6000 3000 4650

Total 12900 7800 13600 8500 9900
Monitoring result of marketing plan- It is the final step of marketing plan in which the existent
outcomes are compared with the modular in order to identify any divergence. It is helpful for
apologize wastage as the money and time which can be used in something more amentiferous
(Brown, 2016). It will also useful for making improvement for designing plan and effectively
executing it. The management of the company can do it on regular basis to avoid
mismanagement within the firm.
CONCLUSION
As per the defined information, it can be conclude that there are various tactics and
strategies which are effective to achieve and meet the business objectives. Marketing mix is an
appropriate strategy and tactic which is effective for compare the ways in which different
companies apply the marketing mix to the marketing planning process to attain business goals.
Marketing plan is helpful and useful for meeting the business objectives.

REFERENCES
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Online
Marketing Mix 7P’s. 2019. [Online]. Available Through: <https://marketingmix.co.uk/>.
TUI Travel SWOT Analysis. 2019. [Online]. Available Through:
<https://www.mbaskool.com/brandguide/tourism-and-hospitality/13802-tui-
travel.html>.