Comprehensive Report: Marketing Essentials for TUI Travel and Tourism

This report provides a detailed analysis of TUI, a UK-based travel company, focusing on its marketing essentials. The report begins with an introduction to marketing and its importance, followed by an examination of TUI's business and marketing objectives, which include creating memorable customer experiences and building customer loyalty. The core of the report involves a comparative analysis of TUI's marketing mix (product, price, place, promotion, process, people, and physical evidence) with that of Cox and Kings, highlighting the key differences in their approaches. A basic marketing plan for TUI is then produced, incorporating a SWOT analysis (strengths, weaknesses, opportunities, and threats), marketing mix strategies for new services (yoga classes and hot air ballooning), and a segmentation, targeting, and positioning strategy. The plan also includes a proposed marketing program with estimated budgets and a monitoring and controlling framework to ensure the effectiveness of the marketing efforts. The report concludes with a summary of the key findings and their implications for TUI's marketing success.

Marketing essentials
for
travel and tourism

Table of Contents
INTRODUCTION...........................................................................................................................1
ACTIVITY 1....................................................................................................................................1
Covered in ppt..............................................................................................................................1
ACTIVITY 2....................................................................................................................................1
Business objectives and marketing objectives of TUI.................................................................1
Marketing mix of TUI and compare with Cox and kings company............................................1
Basic marketing plan....................................................................................................................4
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is the activity which is undertaken by company in order to promote buying and
selling of products or services. It is the procedure which includes advertising, selling and
delivering products to customers or other business. The present report will be based on TUI
travel which listed in London stock exchange (Armstrong and et.al., 2018). TUI has operations
spread across 180 countries with 54000 numbers of employees. The report will explain the key
roles and responsibilities of marketing function. Study will include explanation about the roles
and responsibilities of marketing which are interrelated with wider organizational context of
organization. The report will compare the ways in which different organizations apply the
marketing mix to marketing plan process in order to achieve business objectives. Study will
produce by basic marketing plan for company to meet marketing objectives.
ACTIVITY 1
Covered in ppt
ACTIVITY 2
Business objectives and marketing objectives of TUI.
TUI tour and travel company is create unforgettable moments for customers across the
world and make their dreams come true. Company has their business and marketing objectives
which are help to build the best strategies as per requirements. The marketing objective of TUI is
to raise the profile of the TUI smile (Babin and Zikmund, 2015). TUI aims at providing unique
and remarkable products which helps the customers to discovers their smile. The company have
mission is to engage customers by providing products and services to customers with the best
quality services.
Marketing mix of TUI and compare with Cox and kings company.
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The marketing mix is the set of action or tactics that is company uses in order to promote
its brand and product in market place. It is including multiple areas of focus as part of a
comprehensive marketing plan. 7P's of marketing mix considers product, price, place,
promotion, process, people and physical evidence. Comaprisiion of marketing mix of TUI with
Cox and Kings travel:
Basis TUI tour and travel Cox and kings travel
Product Products can be defined as item or
services which are designed in order to
satisfy the needs and wants of
customers. The products of company
such as holiday package, cruise lines,
hotels and resorts as well as charter and
The Cox and kings travel company is
offering various services to customers.
Like corporate travel, travel insurance
as well as hotels and car booking.
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Illustration 1: Marketing mix
(Source: Marketing mix of TUI. 2017)

scheduled passengers airlines (Baker,
2016).
Price The price of the product can be defined
as price at which products is sold to the
customers or the price which customer is
willing to pay for the product.
TUI follows the competitive based
pricing strategy in order to remain
competitive in market.
The company use product line pricing
strategy and with the help of this
company make itself able to survive in
highly competitive environment. The
company charge premium prices for
value added services.
Place The place can be defined as the platform
through which customer cab easily
access to the products of company. TUI
sale their products through two channels
which is through online as well as
offline platform.
Cox and kings company is providing
the effective services to customers in
different country by online platform
and through its stores (Marketing mix
of TUI, 2017).
Promotion Promotion of product is very important
and it should be done in effective way
in order to increase sales. For promoting
the products at market place TUI use
best channels (Chernev, 2015). Like
advertising, sales promotion, personal
selling and most effective social media.
In order to promote their products and
services at marketplace company
online and offline medium to market
its brand and services offerings. The
company use the taglines “Duniya
Dekho and Flexihol” in order to
impression on their customers and get
their attention.
Process Process is a way in which products and
services of company is delivered. TUI is
using online delivery and booking
process where customers placed their
order and company management
receive order on computer system. For
this, company use computer system
The company use various process for
successful promotion of its products.
Company gives importance to
customer relationship management in
order meet the objective of company.
The company make use of IT
infrastructure which provides
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which help company to handle various
operations and assure timely delivery to
customers.
technical support and solution to its
franchisee.
People People are the persons who are working
within the organisation. TUI is highly
dependent on its people from front line
sales team to managing director. (Cifci,
Cetin and Dincer, 2018). Peoples who
are working in sales team are plays an
important role in organization because
they are giving hard efforts. For the best
result management should give training
to their employees, customers services
people.
Cox and kings travel company has a
team of about 5000 employees who
are well trained. The company runs
24*7 call centres across the world.
The company conducts the
comprehensive training programme
for its employees which aims at
improving technical as well
interpersonal skills of employees.
Physical
evidence
TUI sells its products in a distinct color
packaging which is easily identifiable by
the customers in retail store. The
company provide special shelves for
their products to retailers with a distinct
colour and design.
The company has its own branches.
As well as the company also has its
online portal which provides
information about various brochures
of every package (Dwivedi, Kapoor
and Chen, 2015).
Basic marketing plan
Executive summary
TUI is the UK based travel company and operators. This provides the best travelling
services to customers. The company has planned to start yoga classes and hot air ballooning.
Vision
 To create exceptional travel experiences.
Mission
 To engage with customers by providing the best services and products.
 To build long term relationship with customers.
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Objectives
 To increase 20% sales of TUI within the 2-3 years.
 To increase 10% investment on research and development.
Marketing audit
Strength
 Goodwill: The biggest strength of the TUI is the goodwill which has been made by the
company by operating on the larger scale, which helps the business in getting the
competitive advantage. TUI used to cover more than 150 Destination across the world
with the range of the Aircraft and Charter.
 Financial Position: Another big strength of the TUI is the Financial position of the
business as the business used to earn the significant rate of the profit so the company is
having good financial position to dealt with future uncertainty.
Weaknesses
 Culture: As the organization used to deal in the global market the organization has to
adopt the different culture as all the customer used to belong to the different culture and
the background and adopting the same get difficult for the TUI (Lovelock and Patterson,
2015).
 Competitor: As the organization is dealing in the highly competitive market it cut down
the profit margin of the company which is the biggest weakness for the organization.
Opportunity
 Technology: TUI has the good opportunity to take the help of the new and the upgraded
Technology to attract more customer specially the young age customer toward the
company by developing the apps which makes the online booking of the ticket more
comfortable for the organization.
 Company can look to go in the emerging and the developing market as they offer the
variety of the opportunity for the business to grow.
Threat
 Price: In the highly competitive environment the price at which the organization used to
offer the service is very big threat for the TUI as there are many companies which used to
offer the same services at the low price in the market.
 Fluctuating Foreign exchange rate and interest rate is the another big threat for the TUI
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Marketing mix strategy
 Product: The Yoga classes and hot air ballooning is new services of company. This
product is best and effective for achieve goals and objectives of company (Parsons and
Lepkowska-White, 2018).
 Price: For the new service management of TUI is use competitive based pricing strategy
to gain knowledge of customers.
 Place: The company will start its yoga classes and hot air ballooning in hotels..
 Promotion: For promoting service, manager use best channel which social media like
Facebook and twitter because most of the peoples are use social sites.
 People: For that, management have to provide training to their employees and sales team
in order to provide best services.
 Process: Management may use offline process of delivering services.
 Physical evidence: For that, management will provide leaflets and brochure to customers
and also build the best relations with them.
Segmenting, targeting and positioning
 Segmenting: To develop strategy requires to identifying segmenting basis on age of
customers. The yoga classes are mostly affected to old age customers like after 40 years.
Hot air ballooning is for 15 to 50 years' peoples (Rowley, 2016).
 Targeting: The company target to old age and youngsters for these products and
services.
 Positioning: The position of TUI is to offering premium products and services.
Marketing program
Activity Actions Time duration
Advertisement Leaflets and brochure 2 months
Online like social media Uploads videos and pictures
on Facebook, twitter and
YouTube
3 months
Radio Audio 1 months
Estimated Budget
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Marketing expenses
Advertisement £50
Online £40
Radio expenses £70
Total £160
Monitoring and controlling
Monitoring and controlling is the best part of the company. It is effective and helpful to
make business success. This will help to correcting their services by satisfying customers. This
will be effective and valuable for company and its growth (Sajid, 2016). For that manager of TUI
is take Feedbacks from customers and try improve their mistakes. With the help of Feedback
manager is able to know about needs and wants of customers in effective manner.
CONCLUSION
From the above study it can be concluded that marketing essentials is important for
company and as well as for its growth. With the help of marketing company is able to increase
their sales of product and services. The above study helps in understanding that marketing
function is important for collecting market information and how it is related to research and
development department of company. Marketing mix help organisations to build strategy for
product related to its price, promotional channels and process by giving best training to people.
The study has also explained that marketing plan help companies to get itself prepared about the
future expenses.
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REFERENCES
Books and Journals
Armstrong, G. M. and et.al., 2018. Marketing: an introduction. Pearson UK.
Babin, B. J. and Zikmund, W. G., 2015. Exploring marketing research. Cengage Learning.
Baker, M. J., 2016. What is marketing?. In The Marketing Book(pp. 25-42). Routledge.
Chernev, A., 2015. The marketing plan handbook. Cerebellum Press.
Christopher, M., 2016. Marketing: an introductory text. Macmillan International Higher
Education.
Cifci, M. A., Cetin, G. and Dincer, F. I., 2018. Marketing tourism experiences. In The Routledge
Handbook of Destination Marketing (pp. 49-59). Routledge.
Dwivedi, Y. K., Kapoor, K. K. and Chen, H., 2015. Social media marketing and advertising. The
Marketing Review. 15(3). pp.289-309.
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.
Parsons, A. L. and Lepkowska-White, E., 2018. Social media marketing management: A
conceptual framework. Journal of Internet Commerce. 17(2). pp.81-95.
Rowley, J., 2016. Information marketing. Routledge.
Sajid, S. I., 2016. Social media and its role in marketing.
Online
Marketing mix of TUI. 2017. [Online]. Available Through.
<https://www.investopedia.com/terms/m/marketing-mix.asp>.
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