BTEC L5 Marketing Essentials for Travel and Tourism: Strategic Plan

This report analyzes the marketing essentials for the travel and tourism industry, focusing on strategic planning and the application of the 7Ps marketing mix. The report examines the TUI Group, a major player in the tourism sector, comparing its marketing strategies with those of Cosmos Holidays. It includes a detailed discussion of the 7Ps (product, price, place, promotion, process, people, and physical evidence) and their impact on achieving marketing objectives. Furthermore, the report develops a comprehensive marketing plan for a travel and tourism organization, outlining company overview, mission, vision, objectives, STP (segmentation, targeting, and positioning), marketing mix, budget, and monitoring/controlling strategies. The report emphasizes the importance of sales analysis and key performance indicators for effective marketing management within the competitive tourism market.

Marketing essential for
travel and tourism

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
COVERED IN PPT.....................................................................................................................3
TASK 2............................................................................................................................................3
D2. Design the strategic plan of marketing by using the 7Ps to achieve the overall marketing
objectives for the Tours and Travels organisation perspective...................................................1
TASK 3............................................................................................................................................5
P4 or M4 Develop a marketing plan for travel and tourism organisation to meet marketing
objectives ....................................................................................................................................5
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
The description of the marketing is a procedure of assembling, manufacturing, selling,
producing of the product and services with having an objective to fulfil the customer needs and
wants. It is the major part of any business organisation which plays an important role to promote
the product specification in the competitive market as well as enhance the better profitability in
short and long term purpose. Marketing also makes a better understanding about the disciplinary
action in a company perspective that balance a positive relationship with customers.
By considering the organisation in marketing point of view from tourism industry is TUI
Group, which is Anglo-German multinational of tours and travels company as headquarters are
in Hanour, Germany. This is the big infrastructure of tourism venture in the world, where it
acquired their own travel agencies, hotels and resorts, airlines along with retail stores on the
services perspective as their products are in tourism package model that operates by the overall
Europe region. As the topic which are to be present in this report to highlighting the key roles
and responsibility of the marketing function in general and company perspective, to comparing
the different ways of marketing mix which tend to be apply by organisation through Seven Ps
and prepare the better strategic marketing business plan which enhance the company productivity
to accomplish their desirable objectives.
TASK 1
COVERED IN PPT
TASK 2

D2. Design the strategic plan of marketing by using the 7Ps to achieve the overall marketing
objectives for the Tours and Travels organisation perspective.
By comprising the optimum marketing plan through the support of marketing mix as
Seven Ps in company perspective to focus on the opportunities and challenges which are
available in the competitive market in the form of 7ps such as product, price, place, promotion,
process, people and physical evidence that help to guide for achieving the marketing objectives
from targeted market. As per the TUI Group company is having comparison between other
competitors. Physical Evidence or venture that belong from similar industry as Cosmos
Holidays company which is based on United Kingdom region(Lumsdon, 2016).
Elements of Marketing Mix TUI Group Venture Cosmos Holiday Company
Product The product of TUI is
basically in form of packages
of tours and travels with
leisure services enhance to
provide the customers with
adventurous experiences in
Cruise trips, airlines,
hospitality services etc. They
are determine to allocate the
product and services as in
premium structure.
A Cosmos Holidays provides
economic scale of tourism
product and services through
international. The product
which they deliver in regular
basis as Combo tours with
hospitality services as in
Hotels and Resorts in
affordable prices(Murphy,
Gretzel and Pesonen, 2019).
Price The availability prices of TUI
group products is expensive in
nature where it regulates the
many high quality of travelling
services as well as they are
known for more better
adventurous packages
deliverables. Prices of TUI
company is high because they
By having the prices of
Cosmos Holidays are flexible
and easily affordable through
customer where they majorly
enhance their pricing strategies
on the basis of product and
services quality. The targeted
customer are middle range of
consumer who can negotiate

have collaborate with five star
hotels and other premium
product whee they usually
target the high power of
buying customers.
their travelling packages in
flexible way(Önder, Gunter
and Gindl, 2020).
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Place They have come across 150
above destinations through
world wide by enhancing the
60 airports in 7-9 European
countries. In fact, they covered
overall all international
countries like United
Kingdom, United States of
America, Norway, Poland and
Sweden etc.
Having their presence as the
headquarter in United
kingdom, where they provides
the tours through cruise and
airlines in 40 countries which
departed from 20-25 United
Kingdom airports. As they
operates from the origin in
touring from Italy, Europe,
Africa, Australia and New
Zealand etc.
People In TUI Group company, the
presence of workforce are
currently working up to 71,473
approximately through
worldwide. Peoples are
divided as per the availability
of TUI company's operating
sector.
As in Cosmos Holidays
venture, the connectivity of
people as in 50-250 around in
the overall branches of
Cosmos(Othman and et. al.,
2019).
Promotion By having a promotional
strategy of TUI company is
posting advertisement about
their travelling products and
services in retail stores,
airports and Social media
platforms such as LinkedIn,
Facebook, E-mails and Digital
Banners to having a objective
for creating awareness
internationally.
Cosmos Holidays promotes
their packages of travelling in
near by streets, Airports and
transportation areas. At present
they are engage to participate
in digital marketing area for
making awareness about their
product and services globally.
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Process TUI group is pursue the
process of their business
aspect as they have own their
online portals and websites
where customer get to know
about their travelling product
packages and book the
particular product through
online. The Team of TUI
group communicate with
customer for making them
understands about the specific
tourism packages.
The Cosmos Holidays is
enhance their procedure of
their business through online
basis where the bookings of
their travelling packages
through Cosmos holiday
websites. Meanwhile they
presents their product and
services information through
websites where customer get to
aware about the tours and
travels services(Kotoua and
Ilkan, 2017).
Physical Evidence The physical appearance of
TUI groups in International,
through selling and
distributing the packages in
every retail stores. The
company is well known in
overall European countries as
well as International region
from where they have through
United Kingdom, United
States of America, Sweden,
Denmark, Berlin etc.
According to the Cosmos
Holidays organisation their
physical appearance mainly in
United Kingdom. But their
travelling services are almost
available and engaging
globally within the North and
South America , Asia, Africa,
Australia, New Zealand etc.
As per the above Seven Ps of marketing mix it will better support to the marketing
manager of TUI group to attaining all objectives in terms of profit margin, customer retention by
offering discounts, more product development to add a new specification in travelling product
and services, adaptation of new promotional strategies etc, where it help to improve the decision
making of managers to regulates their business in positive aspect in competitive business
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environment. Through 7ps it will present the current situation about the market environment of
TUI Group as in benefits per-forma where to accomplish the marketing targets which are
available in competitive markets(Moutinho and Vargas-Sanchez, 2018).
TASK 3
P4 or M4 Develop a marketing plan for travel and tourism organisation to meet marketing
objectives
Marketing plan
It defines an written strategy that helps in providing outlines to the marketing strategies
that helps in achieving the goals and objectives of the organisation and become successful with
their new products and services. It provides an various aspects such as advertising, promotional
activities and marketing that helps in examine the present position of the marketing. It is very
essential for the travel and tourism company because of gaining more customer base and
enhancing the profit margin. In this TUI company can set the deadline for the work so that task
can be achieved within that. At last they can evaluate the performance by using sales analysis,
key performance indicator so that effectiveness can be maintained(Ray, 2015).
Marketing plan of TUI group
 Company overview- TUI is one of the world largest travel and tourism group that can
maintained the strong umbrella of tour operators including travel agencies, airlines,
aircraft, hotels and leading online portals. It can integrated the entire tourism value chain
in the one roof. It is the famous tour operators that involves various brands such as TUI,
Marella cruises, Crystal Ski Holidays, First choice etc. For enhancing the profits and
revenues manager of company can introducing the new services like providing travel
insurance and a travel guide in a choice of language on a reasonable price so middle class
consumers can also enjoy the services.
 Mission- The mission of the company is engaging customers by fulfilling their promise
and discovering the smile by providing unique and exclusive designed in the products
and services.
 Vision- The major Vision of TUI group is that if people thinks of travelling they thinks
TUI for exploring new horizons, countries and culture(Sigalat-Signes and et. al., 2020).
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 Objectives- The significant objectives of the TUI is to increase the sales by 30% and
profits by 20% within a period of five years. By proving the quality services and
products they can maximise their market share and growth in all over the world.
 STP- It is based on segmentation, targeting and positioning the market so that earning
profits by targeting customers would be easy.
◦ Segmentation- It is the first step in STP model that helps in dividing the customers
into various categories. In case of TUI company, this can be segment on the
behaviour of the people. For this company can divides on different category that
means, highly interested people, moderate interested people and on their income level
i.e. rich people, super rich people, middle class people.
◦ Targeting- In this company TUI can targets the customers according to the categories
that was made on above stage. In this TUI can targets the interested people because
they serve their services on penetrate pricing model so that middle income level
groups can also travel(Lee and Chhabra, 2015).
◦ Positioning- It shows the image of the firm of the TUI in front of customers. For this
marketer of the business venture can includes the promotional tools in an effective
way so that customers will be retained and company position that is the largest tour
operators will be maintained.
 Marketing mix
◦ Product- TUI is one of the largest company who can offers the new service to their
customers as a travel insurance and travel guide in any language according to the
needs of customers so that customers get attracted towards it and all it can done by
digitalisation(Sigala, 2015).
◦ Price- For their travel insurance and guiding services TUI can adopts the penetrate
pricing style so that middle class people who are interested to explore new
destinations can take the advantage of it and it helps in making more customers in all
over the world.
◦ Place- TUI is established in the Hannover, Germany that provides the varieties of
services like Leisure, travel and tourism services to their customers in all over the
world due to the digitalisation present in the market place(Richards, 2015).
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◦ Promotion- For their insurance and guiding services TUI can adopts the social media
and personalisation tool so that they can attracts the large base of customers that helps
the travel company to sustain in the global market for a longer period of time.
 Budget
MARKETING BUDGET (£)
PARTICULARS 1st Year 2nd Year 3rd Year 4th Year 5th Year
Initial money 8000 12400 15800 18380 20770
Investment 10000 12200 14360 16720 19480
TOTAL 18000 24500 30160 35100 40250
MARKETING OUTLAY
Promotion 6156 3649 2899 2965 2421
Sales publicity 3495 1100 4656 2596 3160
Direct selling 2489 2000 4652 800 6445
TOTAL 12140 6749 12207 6361 12026
 Monitoring and controlling- It is the last and the important step that is adopted by the
manager of TUI because in this they can monitor the performance of the strategies that
was implemented for earning profits by using sales analysation tool that can be shown
below(Ketter, 2018).
◦ sales analysis report- It is the best tool for monitoring and examine the strategies
that was applied for earning higher revenues. In this manger of TUI can analyse the
current and past sales volume by going through the sales funnel so that they can
easily understand the difference and if there is need to change than it can be apply
effectively and efficiently(Pike, 2016).
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CONCLUSION
From the above explained report it is to be concluded that marketing essential is an
effective term in playing the various functions of the organisation for enhancing the growth and
sustainability of the firm. It inculcates the various roles and responsibilities of the marketing
function so that task can be achieved in an effective and efficient way. Further it involves the
various marketing function that interrelates with Human resource, finance, and research and
department et functions so that products can be designed and promoted according to the taste4 of
customers and society. It also inculcates the comparison of TUI Group that is the famous travel
and tourism company with the other company so that making plan for earning higher profits and
growth can be enhanced. At last it develops the business plan so that task can be achieved and
sustainability will be enhanced by large base of customers. This helps in earning higher profits.
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REFERENCES
Books & Journal
Ketter, E., 2018. It’s all about you: destination marketing campaigns in the experience economy
era. Tourism Review.
Kotoua, S. and Ilkan, M., 2017. Tourism destination marketing and information technology in
Ghana. Journal of destination marketing & management. 6(2). pp.127-135.
Lee, W. and Chhabra, D., 2015. Heritage hotels and historic lodging: Perspectives on
experiential marketing and sustainable culture.
Lumsdon, L., 2016. Marketing for tourism. Springer.
Moutinho, L. and Vargas-Sanchez, A. eds., 2018. Strategic Management in Tourism, CABI
Tourism Texts. Cabi.
Murphy, J., Gretzel, U. and Pesonen, J., 2019. Marketing robot services in hospitality and
tourism: the role of anthropomorphism. Journal of Travel & Tourism Marketing. 36(7).
pp.784-795.
Önder, I., Gunter, U. and Gindl, S., 2020. Utilizing Facebook statistics in tourism demand
modeling and destination marketing. Journal of Travel Research. 59(2). pp.195-208.
Othman, B. and et. al., 2019. The influences of service marketing mix on customer loyalty
towards Umrah travel agents: Evidence from Malaysia. Management Science Letters. 9(6).
pp.865-876.
Pike, S.D., 2016. Destination Marketing Organizations–Research opportunities in an era of
uncertainty. In Book of Abstracts-6th international conference on tourism. International
Association for Tourism Policy (IATOUR).
Ray, N. ed., 2015. Emerging innovative marketing strategies in the tourism industry. IGI Global.
Richards, G., 2015. Food experience as integrated destination marketing strategy. World Food
Tourism Summit in Estoril, Portugal. 10. p.2015.
Sigala, M., 2015. Gamification for crowdsourcing marketing practices: Applications and benefits
in tourism. In Advances in crowdsourcing (pp. 129-145). Springer, Cham.
Sigalat-Signes, E. and et. al., 2020. Transition towards a tourist innovation model: The smart
tourism destination: Reality or territorial marketing?. Journal of Innovation & Knowledge.
5(2). pp.96-104.
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