Marketing Essentials Report: TUI's Marketing Strategies and Analysis

This report delves into the essential elements of marketing, utilizing TUI as a case study to illustrate key concepts and strategies. It begins with an introduction to marketing, defining its functions and roles within an organization. The report then explores the development of marketing strategies and plans, the identification and management of the marketing mix, and the establishment of marketing policies. It analyzes the roles and responsibilities of marketing managers at TUI, emphasizing the importance of effective marketing to attract customers. The report further examines the interrelationship between marketing functions and other departments, such as human resources, highlighting the need for strong communication and coordination. It also discusses current and future trends in travel and tourism marketing, including the significance of digital marketing and user-generated content. Through a critical analysis of TUI's marketing units, the report concludes by emphasizing the importance of marketing tools, techniques, and concepts in promoting a company's goods and services. The report also includes references to support the analysis.

MARKETING ESSENTIALS

Table of Content
• Introduction
– Management functions with roles and responsibilities
• Analysis of roles and responsibilities
– Interrelationship of marketing functions with other departments
• Analysis of interrelationship
– Conclusion
• References

Marketing introduces to activities which is
taken by an organization to promote its
product and services in marketplace.
It includes advertising, marketing and
delivering products or services to
consumers.
Introduction

Marketing functions with roles and
responsibilities
 Development of marketing strategy and plan .
 Identifying and managing the marketing mix
 Developing various practices and policies regarding the marketing.
 Mangers of TUI have role to develop an effective marketing strategy to
attract more customers.

Marketing concept
The marketing concept is divided into five major parts which represents
the main ideas and concept of marketing.
Production- This concept is based on the expectations of customers which is
they are more attracted to those goods which are available in market in
good quantity and also in low prices.
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Marketing- The marketing concept explains the need for organization to
introduce and promote their goods in public and specially to target
market for delivering of their goods to consumers.
Societal- It refers to and states that the company should keep their focus
concentrated towards the needs and requirements of target market in
order to be their preferences and gain competitive advantage over other
competitors.
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Marketing steps
At first management needs to thoroughly seek knowledge about the
company's mission and goals. Then further management will analyse
and perform a SWOT analysis for knowing their strengths and future
opportunities along with taking measure for mitigating the effects of
threats and weaknesses.

Current and future trends in travel and
tourism marketing
 In context of TUI, current marketing trends are mainly related with
digital marketing.
 On the other hand, future marketing trends involve user generated content
to attract large number of customers.

Roles of marketing function:
Market research/analysis- TUI is a travel company, dealing in several market and serving to
several different sections of society.
Strategic planning- Once, market is being analyses and evaluation is done, now company
will make plans.
Monitoring market environment- The plans which are made and implemented by company
and activities which are performed in order to execute those plans.
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Responsibilities of marketing function:
Monitoring competition- TUI is Europe's biggest travel and tourism company,
serving on very high level and it has huge customer base.
Innovate- The one feature which always seek attention of people is innovative
goods and services which entities offer.
Communicate with departments- The marketing team of TUI will develop
communication with other departmental units as their roles and duties are linked
with each other.
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 The marketing functions have various roles which they perform on
behalf of TUI in order to promote its products and services in
marketplace.
 Also, marketing team hold some responsibilities in order to make the
company more effective and efficient.
Analysis of roles and responsibilities

TUI is a multinational organization operating in and from different
locations, which highlights that the company need to make and adopt very
strong marketing plans. Also, the TUI is operating on international level
which automatically implies that it has number of departments in its
organizational structure.
Interrelationship of marketing functions with
other departments