TUI Marketing Essentials: Travel and Tourism Strategies Report

This report provides a comprehensive overview of marketing essentials within the travel and tourism industry, focusing specifically on TUI, a prominent travel and tourism operator. It begins by introducing the fundamental marketing concepts and their relevance to current and future trends, emphasizing relationship marketing and customer relationship management. The report details various marketing processes, including situational analysis using 5C, PEST, and SWOT frameworks, marketing strategy development involving segmentation, targeting, and positioning, and marketing mix decisions related to product, price, place, and promotion. It further elucidates the roles and responsibilities of a marketing manager within TUI, highlighting activities such as marketing research, customer awareness, and relationship building. The interrelation between functional departments like human resources, finance, and information technology is also examined, emphasizing their collaborative roles in achieving TUI's objectives. Finally, the report concludes by underscoring the value and importance of the marketing manager in driving sales, organizing events, and enhancing brand awareness, ultimately contributing to TUI's market share and customer acquisition. The document also provides a list of references used.

MARKETING
ESSENTIALS FOR
TRAVEL AND
TOURISM

TABLE OF CONTENTS
1. INTRODUCTION
2. Marketing concept related to current and future trends
3. Different marketing processes
4. Role and responsibilities of marketing manager
5. Interrelation between functional departments in TUI
6. Value and importance of marketing manager in TUI
7. CONCLUSION
8. REFERENCES

INTRODUCTION
 Marketing is the approach that is being used for buying and selling products
through different marketing strategies that includes marketing mix that
consists of product, price, place and promotion that facilitate an
understanding of market regarding consumer taste and preference.
 There are different marketing concepts that are associated with purchasing
power of consumers.
 This report is based upon TUI company. It is travel and tourism operator
that provide services in different parts of United Kingdom. Company was
founded by Roy Thomson in 1965.

MARKETING CONCEPT RELATED TO
CURRENT AND FUTURE TRENDS
 Concept of marketing helps in satisfying needs and demands of consumers
that helps in taking rationale decision for the company. These decisions
enhance competition in the marketplace that fulfil needs and bringing more
opportunities in TUI. Different marketing concept in bringing effectiveness
while working in the company.
 Production Concept
 Product Concept
 Selling Concept

CONT…
 Trends that is running in marketing is relationship marketing that emphasize
in building relation with customer by satisfying their needs and demands
and retaining employees.
 TUI use this strategy for the purpose of satisfying demands of consumers
and building customer relationship management.
 This relationship will attract more consumers and brings efficiency in doing
work for the future.

DIFFERENT MARKETING PROCESSES
 There are different marketing processes that is being used by marketer
includes situational analysis, marketing strategy, marketing mix decisions
and implementation and control these stages help is satisfying needs and
wants of consumers.
 Situational Analysis
 5 C analysis
 PEST Analysis
 SWOT Analysis

CONT…
 Marketing Strategy - After identifying opportunities and unfulfilled needs
and wants of consumers planning is done for development of opportunity in
the future. Through marketing research different information will be
identified and targeting specific customers that are able to buy products and
services. Strategy will include segmentation, targeting and positioning and
lastly value proposition in the market.
 Marketing mix decisions - In this stage decisions is taken based on certain
parameters of marketing mix. This include development of product as
designing, packaging, decisions related to pricing ,contracts related to
distribution and lastly promotion will be done by organizing campaign for
development in the future.

CONT…
 Implementation and control - This is the last stage that emphasize on
development of marketing plan and product will also be launched that
brings more opportunities and lead to emphasize on catering needs and
wants of consumers as new product will be launched into market for
providing them better quality product to them. After targeting market needs
will be fulfilled and provide better results to consumers for the future.

ROLE AND RESPONSIBILITIES OF
MARKETING MANAGER
 Marketing manager in TUI is responsible for maximizing profit of the
company.
 They are responsible for various activities that is being conducted by them
are as follows:

CONT…
 Conduct marketing research:-
 Making customer aware.
 Building relation with consumers:-

INTERRELATION BETWEEN
FUNCTIONAL DEPARTMENTS IN TUI
There are different functional departments in TUI such as human resource,
marketing, finance and information technology.
Relationship between human resource and marketing department
 Human resource is an important functional department that is responsible
for managing and coordinating activities of TUI. In relation to it marketing
segment is responsible for advertising product in the market.
 Market influence on both of these as if vacancy is vacant then it will have to
inform marketing department so it will promote in newspaper regarding
available vacancy in the company.

CONT…
Relationship between finance and marketing
 Finance department is pillar for the company that is responsible for
managing inflow and out flow of cash and managing budget for the future
course of action.
 Marketing department is responsible for introducing new product into
market. They both have influence in market as finance department is
providing finance to marketing segment.
 There are different aspects that will influence availability of product and
services into company. It is essential to provide finance for doing promotion
in the marketplace.

VALUE AND IMPORTANCE OF
MARKETING MANAGER IN TUI
 Marketing manager plays crucial role that help in selling product and
services to customers.
 It helps in organizing different event that bring awareness among people
related to product that is being sold in market.
 They are using different marketing strategies that helps in branding through
which it can have larger market share and attract more consumers towards
it.

CONCLUSION
 According to presentation it can be concluded that different functional
department plays a crucial role in the company.
 They help in development of employees that are doing business and
increasing efficiency that lead to growth in business.
 They all play significant role in company as different department is
responsible for performing different activities.
 They are related to each other and performing different function that will be
creating various aspect in the company.

REFERENCES
Books and Journals
 Dileep, M.R. and Mathew, V., 2017. Marketing of Tourism Industry:
Enhancing Services through Marketing Mix Elements. In Strategic
Marketing Management and Tactics in the Service Industry (pp. 304-329).
IGI Global.
 Dioko, L.D.A., 2016. Progress and trends in destination branding and
marketing–a brief and broad review. International Journal of Culture,
Tourism and Hospitality Research.10(1). pp.5-13.
 Eletxigerra, A., Barrutia, J.M. and Echebarria, C., 2018. Place marketing
examined through a service-dominant logic lens: A review. Journal of
destination Marketing & Management.9. pp.72-84.

CONT…
 Kotoua, S. and Ilkan, M., 2017. Tourism destination marketing and
information technology in Ghana. Journal of destination marketing &
management.6(2).pp.127-135.
 Mahrous, A.A. and Hassan, S.S., 2017. Achieving superior customer
experience: An investigation of multichannel choices in the travel and
tourism industry of an emerging market. Journal of Travel Research.56(8).
pp.1049-1064.
 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.
 Pappas, N., 2017. Effect of marketing activities, benefits, risks, confusion
due to over-choice, price, quality and consumer trust on online tourism
purchasing. Journal of Marketing Communications. 23(2).pp.195-218.

THANK YOU