Marketing Essentials: A Report on TUI and Thomas Cook's Strategies

This report delves into the marketing essentials of the travel and tourism industry, focusing on TUI (UK) and its marketing functions within the wider business context. It explores the roles and responsibilities of marketing, including content creation, social media management, and brand monitoring. The report also examines the interrelation of marketing with other company departments like HR and Finance. Furthermore, it provides a comparative analysis of TUI and Thomas Cook, evaluating how they apply the marketing mix (7Ps) to achieve their objectives. The report also includes a marketing plan in the context of TUI and concludes with an overview of the key findings and their implications for the travel and tourism sector. The report highlights the importance of marketing in driving revenue growth, building brand value, and meeting consumer demands in the competitive global market, and its use of product information management tools.

Marketing Essential for
travel and tourism

TABLE OF CONTNET
Marketing Essential for travel and tourism............................................................................................1
INTRODUCTION.................................................................................................................................3
LO1.......................................................................................................................................................4
LO2.......................................................................................................................................................8
P3- Comparison based on ways in which two companies apply marketing mix concept...................8
LO3.....................................................................................................................................................12
P4- Marketing plan in context of TUI..............................................................................................12
CONCLUSION...................................................................................................................................13
REFERENCES....................................................................................................................................14
INTRODUCTION
Marketing essentials for travel and tourism can be understood as one of the most
important aspect widely evolving within digital competitive business world globally onto

varied levels as it enables advertising, publicity and marketing within all parts of marketing
where right approach should be focused within companies. TUI is one of the best travel and
tour company within world having branches at various countries and widely spread among
global levels for serving consumers with high range of services and travel plans having
technical innovative marketing standards. The report will be analysing marketing essentials
of TUI (UK) where roles and responsibilities of marketing function and how their marketing
function relate within wider company business context. The report further will be discussing
comparison of various tourism companies working performance with application of
marketing mix and how planning process functions within business to achieve set working
objectives and marketing plan to meet wide dynamic consumer demands.
LO1
P1 Roles and Responsibilities of marketing function within company
The marketing function within travel and tourism companies is one of the most
widely important function for conducting campaign management for various innovative
working scenarios where consumers working demands are focused on. The content marketing
and functional approach of marketing has been evolved as highly crucial for developing
monitoring and managing social media paradigms where new functional scope is strong. It
could be also understood that TUI marketing functions are not only wide and highly
competitive but also there comes high crucial networking functions that enables to generate
stronger goodwill.
 Producing marketing and promotional materials within working scenarios are highly
crucial role which marketing functions posses at TUI where it holds the aim and
responsibility to cater to wide changing demands among consumers and also to
enhance working avenues by being highly innovative (Armstrong.and et.al., 2018).
The TUI at UK has been highly focusing to market its working standards through
social media and online working avenues where focus is put towards technical
innovation. Marketing content is produced within TUI as one of the most important
determinant for bringing on new factored growth and large revenues within profits by
reaching out to wider target customers. Content marketing is also one of the most
highly growing business domains where new function.nal synergy has been actively
growing onto wider levels for stronger working innovation among various levels

 Monitoring and managing social media is also one of the major keen role of
marketing function where wide focus is built towards developing responsibility of
keeping up with various working goals and new levels of innovation to be one of the
best travel company serving people. There is also new focus developed with various
monitoring fundamental aspects of new leveraged working scenarios where digital
marketing comes as one of the main parameter for gaining stronger working synergy.
This is also highly important role of marketing function for generating new evocative
working avenues where TUI as one of the best serving brand has been able to built
wider goodwill onto higher scenarios. There is also active usage of new machineries
and analytical tools to analyse customer’s satisfaction and high scale revenues from
investments (Brezak, Vlastelica and Kostić, 2019).
 Track trends and monitor brand value onto wider competitive levels is one of the most
important working goal, role and responsibility of marketing function where focus is
built towards gaining travel best services for consumers. The Role and responsibility
of marketing department within TUI is to ideally focus onto gaining wider technical
goals within dynamic retail industry and to yield stronger revenue growth operations
within varied consumer demands. It could be understood that there has been high
range of new functional innovation coming on within global travel and tourism
industry where hospitality industry has been actively focusing to bring on new
innovative demands , high range of consumer advanced services and also to yield
focus onto wider arenas where latest new determinants are to be focused on. These
roles of keeping analysis of various functional changes have actively brought
marketing activities to be enhanced widely and also potentially bring on diverse new
goals and activities which potentially built stronger goodwill.
 Product information management tools is also one of the new recognised marketing
function where wide focus and keen parameters have been playing an important role
to bring on wider new working synergy and actively develop stronger working
goodwill within dynamic industry paradigms. This can be understood that marketing
by TUI can be enhanced dynamically by using product information management tools
and bringing on new technical working goals where potentialities are wider within
new evolving business culture. Customers have high demand among tours and travel
companies services as there is not only high competition among businesses, but also
new working scenarios recognised where innovation and diversity standards are huge
(Chen, Van Der and Phan, 2017).

P2 Interrelation and significance of marketing with wider company goals
The interrelationship and significance of marketing with various company goals
which can be understood as highly important aspect where it has been recognised as factor
for technical innovation to yield focus onto major arenas where TUI as one of the actively
growing business demands. Significance of marketing with company goals is widely
important aspect where analysis shows that there are technical innovation behind gaining new
functional efficiency levels and further growing competitiveness which keenly brings out
varied functional avenues and also to enhance wider domains new research goals.
Significance of marketing is highly recognised as major parameter where new potentialities
are recognised as major technical working innovation among new horizons and to leverage
wider new efficiency goals within new potentialities to seek stronger working efficiency
among technical reflective synergy. Significance of marketing with wider company tools can
be understood by how variably new strategies are planned by analysing new functional arenas
and how particularly varied new activities will be taking place among consumer market.
 Marketing department function is correlated with HR department role where all
employees working within consumers have to be actively talented, skilled and hold
strong expertise within products services standards and how consumers can be
actively reached on. The marketing department measures how new TUI company
strategies will be planned and various working records are also showcased among
management within business world. This is essentially focusing to bring in
competitive consumer demands and also to yield focus onto new working scenarios
where higher specialisation can be reached on. Marketing department correlation with
HR department marks the working force parameters where all employees working
among new capacity goals enables company growth to be factored on as highly active
for generating stronger working efficiency within new working paradigms. This
enables to understand that TUI marketing goals and new HR strategies to recruit
highly skilled people is leveraged as one of the major force of stronger working
paradigms (Davcik, and Sharma, 2016).
 Marketing department function is also correlated with working operational managing
department where functional approaches are focused onto bringing on varied new
regaining force of innovation and new specialised focused services. Production and

operational services are highly linked with marketing department functional
marketing scenarios where wide range of new services planned are taken place to
bring on focused new scale innovation within longer run. This can be also actively
planned among wider competitive goals where TUI within travel and tourism industry
is known to serve consumers with high specialised services among management
(Dwyer, Dragićević and Knežević Cvelbar, 2016). Larger productive innovation and
creativity is highly correlated with vision accomplishments and new working goals
synergy which widely develops new growth working factors and higher profits scoped
among new technical innovation within longer run. Operations goals and marketing
functional roles play high integral role where wide range of communication to
develop stringent working goals enable to yield stronger potentialities within new
scope elements and to gain stringent higher profits within longer goodwill factored on
approaches.
 Marketing department function is highly correlated with finance department
functional role where new scale working innovation and how much capital shall be
put on needs to be planned among management which further generates working
efficiency and higher goodwill in longer run. TUI marketing and Finance department
has been actively known for investing onto various new working paradigms onto
where factored marketing standards can be understood as highly specialised where
there comes high focus onto how various new marketing activities shall be planned.
This can be understood as one of the major key criteria where varied new scale
working scenarios have to be competitively planned among management and for
gaining new scope among varied new researched domains where various new
resources shall be used on. This interrelationship within various parameters enables us
to analyse that how varied new working innovation can be undertaken within new
expansion domains for gaining on specialised force and to enhance working
efficiency within longer run.
The role of marketing in context of TUI within travel and tourism industry is highly
proactive to bring on stronger working performance metrics to bring on stronger working
parameters pertaining to vast generated determinants, keenly work onto more rational
strengthening along with stronger results of profitability and goodwill among consumers
(Felbermayr and Nanopoulos, 2016).

LO2
P3- Comparison based on ways in which two companies apply marketing mix concept
A marketing mix includes different areas of concentration as part of comprehensive
marketing plan. It can be considered as effective marketing tool that combines a number of
elements in order to solidify and strengthen a good’s brand. Here, this model is used to
compare ways in which TUI UK and Thomas cook Group apply all elements to achieve their
objectives.
7Ps of marketing
mix
TUI UK Thomas Cook Group
Product Goods are one of the main
components which in return
provide several benefits to TUI in
term of increasing profitability
and productivity (PERAL,
GEMIGNANI and BATISTA-
CANINO, 2017). This
organization in order to retain
their buyers for longer period of
time focused on providing
excellent offers and packages
relate travel & tourism, which is
quite beneficial for them in term
of increasing profitability. They
consider market needs and
identify trends which make them
able to cater services and offer
items accordingly. Company offer
a wide range of services
including, excursions, round trips
and transfers, contributing to
quality destinations and
assurance. It is one of the world’s
Organization to achieve their
objectives and aims focus on
offering products accordant to
their customers’ needs. They
organizes tours & travels for
people who are interested in
making memories through travel
places where they want to spent
time with family and friends. They
provide flights tickets at
affordable costs and other services
as well such as foreign exchange,
holiday tips, travel advice,
insurance, money, hotels booking
etc. To gain competitive edge,
organization launched a series of
coupons, which is very beneficial
for growth and popularity of this
brand (Čavlek, 2018). They
promote coupons, which were
exchanged for meals and stays at
accommodations, which gained

superb tourisms ventures. popularity rather than before.
Price With this element, company can
retain their potential buyers for
long and gain attention of new
ones. Its management after
considering current needs and
external business environment
sets prices for their products that
allow firm to drive their sales
rather than before and even better
than competitors. Existing pricing
tactic to set price degree that
follows is a competitive based
pricing strategy, because
information on competitors is
easily accessible due to wide
number of rivals that exists within
Travel and Tourism sector
(Vidrova, Kliestikova and
Nadanyiova, 2019). With this
strategy company can maximize
their market share more than other
players in industry, which is one
of its business objectives.
Packages of this brand are
accessible at affordable prices so
management can stay competitive
and relevant. In current economic
situation, travelling on vacations is
still a luxury and customers have
to say exclusively for ears to be
capable to afford a superb holiday
abroad for their children’s, parents
and wife. However, company can
adopt a half way premium pricing
strategy as compare to TUI UK
because it allows them to attract
right category of buyers or
travellers towards purchase.
During off seasons Thomas Cook
Group can caters better discounts
and offers to meet their potential
customers that works magically
and help to increase sales.
Place To drive customers towards goods
and gain profits, TUI UK can
establish their stores across
United Kingdom that can give
competitive edge over their rivals
as three major sightseeing
operators only serve London
through its call centres. Along
with this tactic, company needs to
Thomas Cook Group to gain all
competitive benefits and achieve
set goals can spread their present
in global arena to include different
international nations. They offer
tours to different destinations like
UK, Caribbean, Portugal, Egypt
etc. They have five distinct
divisions to carry out their several

create a webpage where they
update new offers and existing
ones to aware people about it and
attract them towards brand. They
can enjoy large websites, which
will characterized for being easy
to navigate & user friendly, thus
when any traveller interested in
additional services will be capable
to search mix of items suitable to
their requirements and needs.
operations like German Airlines.
Organization cans widespread
distribution channel that includes
more than 32, 722 skilled
applicants who are able to serve
19.1 million consumers on annual
basis. The best thing about this
brand is that they have physical
outlets available at all over the
world and also have online sites as
well where marketing department
provides all information related to
products and services in
systematic manner that can satisfy
people successfully.
Promotions This is one of the most important
and helpful factors in context of
TUI UK, because it helps to
generate brand awareness in all
over the universe and drive people
towards taking services and buy
products of company rather than
before (VanMeter and et.al.,
2018). Via operational sites, TUI
can promote their business
through the best and trending
social media platforms, where
millions customers have created
their accounts. It can be said that
marketing through this source is
quite profitable for firm in term of
reaching at global level, awarring
unknown visitors about business
In recent time, each company uses
range of marketing and advertising
tools, which are useful for their
business in context of achieving
goal and objective. As compare to
TUI UK, Thomas Cook Group can
use showcasing term which allows
them to promotes their holiday
packages under following themes
such as cruise special vacation,
Beach holiday, adventure, fusion,
group tours, honeymoon special
etc. They can advertise through
traditional marketing sources such
as TV, Radio, magazines and
others, along with current
advertisement channels such as
internet, YouTube, and hoardings.

things etc. Brochure is another
strategy, firm can use in regard to
above motive.
Events are the best things,
company can utilize to increase
their brand visibility rather than its
competitors.
People Workers are the main
stakeholders of this firm, because
they contribute gaining
competitive advantages and able
to work in intense competitive
environment within travel and
tourism industry. Appropriate
applicants who have all the
information about current market
trends and able to retain buyers
are significant for organization to
be recognized and perceived by
their travellers. In order to
strengthen their workforce, firm
can make plan to provide training
and development session where
experienced trainers train people
and make them capable to serves
their best. It helps to increase
interpersonal skills, services
knowledge and attitude of
workers to give the things that
buyers are paying for.
Along with training as strategy,
Thomas cook group can hire
skilled and talented candidates,
who can perform even better and
serves their best. Organization can
being as service brand,
concentrate on their consumers &
workforces, it include trained
people who with sales team,
marketing, tour guides serves their
best. Hiring and recruitment is the
best approach that firm can
consider and use to serves millions
of customers in effective manner
without any kind of conflict and
challenges. This method can allow
company to obtain fresh and
innovative ideas, which they can
utilize to attract new buyer
towards business.
Process TUI UK can assure that time
frame is kept to avoid delays on
managing of tours.
Customer’s acquisition is the
excellent strategy that can be done
by lead generation through
marketing. This strategy helps to
obtain desire outcomes.

Physical evidence In order to show their physical
evidence, TUI can use holdings
and templates, which make people
able to consider services and
items.
Thomas Cook can use this element
by developing this own mobile
application.
LO3
P4- Marketing plan in context of TUI
Here, marketing plan can be created in order to achieve TUI UK aims and objectives.
It is a document that outlines marketing tactics for the future.
Executive summary-
TUI wants to become a global leader, for which they are using range of tactics in
effective manner and get desire results through them.
Mission- To satisfy customer’s by providing services and offering products according to their
demands.
Vision- To gain competitive advantage and build trust worthy relation with them.
Objectives
 To maximize sales & profitability by 10% till end of march 2021.
 To gain consumers attentions.
 To carry 50% of UK travellers
Marketing mix-
Products: TUI UK can develop new and existing offers especially for their customers.
Price: Firm needs to set price, which drive and attract people towards things.
Place: They can select the place where people can easily find out company and consider their
products.
Promotion: Organization would use all the marketing sources or platforms like Facebook,
Twitter and YouTube.

People: Company will hire new staff who are more knowledgeable and experienced and
provide proper satisfaction.
Process: Firm will assure that everything is going through plan that is really very important.
Physical distribution: They will use t-shirt and print logo behind this, which help to show
physical evidence to firm effectively.
CONCLUSION
From above analysis, it has been concluded that TUI UK by using effective and
appropriate gained competitive benefits which are quite beneficial for them. As it help
increasing profitability and productivity rather than before. Furthermore, by using suitable
strategies and including within marketing plan organization gain a lot of advantages.