Tourism Union International Group Marketing Analysis

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TABLE OF CONTENTS
INTRODUCTION.................................................................................................................................3
ANALYSIS...........................................................................................................................................4
PRESTCOM OF TOURISM UNION INTERNATIONAL GROUP................................................4
SWOT ANALYSIS...........................................................................................................................4
STAKEHOLDER ANALYSIS..........................................................................................................4
CONSUMER BEHAVIOR...................................................................................................................5
INFLUENCES ON CONSUMER BUYER BEHAVIOUR...............................................................5
CONSUMER BUYING PROCESS..................................................................................................5
SEGMENTATION, TARGETING AND POSITIONING....................................................................6
CONCLUSION.....................................................................................................................................7
REFERENCES......................................................................................................................................8
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INTRODUCTION
TUI AG (Tourism Union International) is an Anglo-German based organization to provide their services in the
field of travel and tourism at a massive level. This organization has been established in 1923 and has effectual
working experience around nine decades. TUI have their own 1600 travel agencies, 150 Aircraft, 380 hotels and
16 cruise liners which are managed by 70,000 employees in 30 countries.
The core aim of this exploration is to identify the marketing behaviours through research and business
environment including internal and external analysis by SWOT and PRESTCOM. It will also determine the
shareholder analysis along with the competitor analysis, sales and market trends the behaviour of customers
towards services and also how they make purchasing decisions of the organizational services. At last, market
segmentation is playing a vital role in managing operational activities and also mentions their benefits.
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ANALYSIS
The business environment is a collective process which can affect the internal and external business factors in
the context of customer relations. Voigt and Pforr, (2013) state that the marketing and business environment of
Tourism Union International is effectual affects the process of the business proposals to the targeted customers,
it majorly affects the marketing management of the organization in massive level. Significantly, the marketing
and business environment have identical flexible traits with the proper structure to operate business activities in
the market (Voigt and Pforr, 2013).
PRESTCOM OF TOURISM UNION INTERNATIONAL GROUP
POLITICAL The political structure, changes in political parties, export-import regulations, constancy
and others make an impact on TUI (Richins and Hull, 2016).
REGULATORY Implementation and modifications in legislation and regulation, it makes an impact on the
internal process of the organization.
ECONOMIC Unemployment and Inflation rates, fluctuated tariffs and tax rates are affecting the
financial stability of TUI.
SOCIAL Employability, population density, age, status and standard of living impact the TUL
group (Li et al. 2015).
TECHNOLOGICAL Communication channels, advance equipment, distribution facilities and e-commerce are
more effects the organization operations (Richins and Hull, 2016).
COMPETITIVE Numerous competitors, product differentiation and substitution always impact the
organization
ORGANIZATION Market place, budget and financial reports, organizational support and others impact the
TUI group.
MARKET Motivation level, customer behaviour, strength and inspirational level for managing
various activities in the organization (Li et al. 2015).
SWOT ANALYSIS
STRENGTHS WEAKNESSES
TUI group have the strongest relationship structure with
their customers, material suppliers, vendors and they have
effective goodwill in the market.
They are providing their effective services more than 30
countries with numerous agencies (Andreş, 2016).
The lack of management in different branches and
variation in the process is reducing the productivity
and the promotional and advertising activities for
their products are very less
OPPORTUNITIES THREATS
For the betterment of the organization, it makes
collaborations and mergers with other companies to
enhance productivity and brand value (Andreş, 2016).
Competitors in this industry are becoming the treats
of the organization (Akova et al. 2011).
STAKEHOLDER ANALYSIS
The essential responsibility of Tourism Union International Group to provide every information about the
ongoing process in the company and satisfied them by delivering travelling policies structure with effective
responses (Chang et al. 2013). TUI have various duty to involve all the stakeholders in the management
activities for effective responses. The management of the organization provides several activities for managing
different tasks for motivating stakeholders (Schut et al. 2015).
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Figure 1: Power and Interest
Source: Schut (2015)
CONSUMER BEHAVIOR
Consumer behaviour is a process of identifying the wants and need of the individual, group and other customers
who use various products and services of the organization (Pearce et al. 2015). TUI is a very large organization
and it uses various tools and techniques to make research on the market to get information about the requirement
of the customers. The decision-making process of the organization is very effective and they use approaches to
make decisions for proving effectual services to the customers. The consumer behaviour is very dynamic, it
considered their attitude, favourite, preferences and of course their decisions (Llodrà-Riera et al. 2015).
INFLUENCES ON CONSUMER BUYER BEHAVIOUR
Influence and Encouragement are promoting organizational activities effectively and with the help of effective
influences, the organization has been upsurging its sales and revenue (Llodrà-Riera et al. 2015). The efficacious
products and services of the organization help to attract customers and build more customer base. The market
trends and business environment can change the preferences of customers for the organizational products and
services; it’s all depending on the satisfaction level of consumers (Pearce et al. 2015).
CONSUMER BUYING PROCESS
Figure 2: Consumer Buying Process
Source: Llodrà-Riera (2015)
Need recognition The purchasing process initiating from identifying the need of the customer and
the interior and exterior causes for creating needs.
Information
searching
After the identification of need, customers searching for more information about
the products and services.
Evaluation of
alternatives
In this third process of the buying process, the consumer finds various alternative
products and their attractiveness.
Purchase decision At this point in the buying process, customer make their decisions according to the
distribution channel of the products and services
Post-purchase
behaviour
After the purchasing of a product might be satisfied or unsatisfied customers after
using it, but the performance of the product is their future.
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Need Recognition
Information Searching
Post -Purchase
BehaviorPurchase Decision
Evaluation of
Alternatives

(Eisend and Stokburger-Sauer, 2013)
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SEGMENTATION, TARGETING AND POSITIONING
SEGMENTATION
Segmentation is a process for isolating prospective customers in different parameters for identifying the sales of
organizational products and services. It divides the customers into numerous groups and then provides them
with effective products and services (Belias et al. 2017).
TARGETING
Targeting refers to the process where the set of people and groups are separated from the process to sell them
different products and services. It depends on numerous factors which help to provide information to the TUI
group to focus on a particular group and set of people to implement their sales strategies (Bowie et al. 2016).
POSITIONING
It reflects that the organization placing its products in defined groups of customers to attract them and also
capture more people for enhancing the product's sales. The quality of product and services of the TUI group
establishes their effective representation with the essential overcome on their weak points (Solomon et al. 2014).
BENEFITS OF STP
 The benefits of STP are more attractive to gain opportunities to attract many prospective customers.
 This process is also helpful for establishing effective positioning in a competitive market to face the
challenges during the processing (Bowie et al. 2016).
 The whole process of Segmentation Targeting P helps to make the organization strong by every
portion.
 Organizational strategies are also helping the expansion of business in various regions.
MARKET/SALES TREND: the market and sale trends refers to the consumer buying and purchasing capacity
according to their need, demand, requirement and desire where economic and political factors are precisely
affecting the situation.
COMPETITOR ANALYSIS: competitors are various organizations who are also providing similar products
and services in the market. TUI is one of the leading organizations in travel and tourism but moreover, they also
face various challenges with the concern of increased competition in this industry. Numerous competitors are
provided affordable prices/packages to the customer to attract those (Belias et al. 2017).
TARGET MARKET: The accomplishment of the targets is more helpful for providing success to the
organization which helps to gain more achievements. In this process, the organization focused on the sets of
customers and providing them with effective products and services to enhance their sales and revenue (Solomon
et al. 2014).
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CONCLUSION
Travel and tourism industry is rapidly growing nowadays and various organizations are providing effectual
products and services to their customer to increase their customer base like TUI Tourism Union International. In
this assignment highlights some analysis which helps to understand various phases of the organization.
PRESTCOM is more helpful to identify the external market analysis and also to identify the internal
clarification of the organization, SWOT analysis he effectively provides data. At last the consumer behaviour is
necessary for marking of product and services which has been mention in this assignment with the consumer
buying process.
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REFERENCES
 Akova, O., Sarıışık, M. and Dönmez, D., 2011. Strategies for Tourism Industry under the Global
Economic Crisis: A Swot Analysis of Turkish Tourism. In International Conference on Eurasian
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 Andreş, S., 2016. MANAGERIAL ANALYSIS REGARDING THE STRATEGIC PREMISES OF
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 Belias, D., Velissariou, E., Vasiliadis, L., Kyriakoy, D., Mantas, C., Varsanis, K., Sdrolias, L.,
Koustelios, A. and Tselios, D., 2017, September. Tourism and Destination Marketing the Case of
Greece. In International Conference on Strategic Innovative Marketing (pp. 67-74). Springer, Cham.
 Bowie, D., Buttle, F., Brookes, M. and Mariussen, A., 2016. Hospitality marketing. Routledge.
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 Eisend, M. and Stokburger-Sauer, N.E., 2013. Brand personality: A meta-analytic review of
antecedents and consequences. Marketing Letters, 24(3), pp.205-216.
 Li, J., Pearce, P.L., Wu, B. and Morrison, A.M., 2015. The impact of smog on risk perception and
satisfaction of international and domestic tourists in Beijing. Tourism Tribune, 30(10), pp.48-59. Li, J.,
 Llodrà-Riera, I., Martínez-Ruiz, M.P., Jiménez-Zarco, A.I. and Izquierdo-Yusta, A., 2015. A
multidimensional analysis of the information sources constructs and its relevance for destination image
formation. Tourism Management, 48, pp.319-328.
 Pearce, P.L., Wu, B. and Morrison, A.M., 2015. The impact of smog on risk perception and satisfaction
of international and domestic tourists in Beijing. Tourism Tribune, 30(10), pp.48-59.
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sustainable futures. Cabi.
 Schut, M., Rodenburg, J., Klerkx, L., Kayeke, J., van Ast, A. and Bastiaans, L., 2015. RAAIS: Rapid
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 Voigt, C. and Pforr, C. eds., 2013. Wellness tourism: A destination perspective. Routledge.
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