Comprehensive Marketing Analysis of TUI's Strategies and Planning

This report provides a comprehensive marketing analysis of TUI, a leading travel and tourism company. It begins by outlining the key roles and responsibilities of the marketing function within the organization, and explores the interrelation of marketing with other functional units. The report then delves into TUI's marketing mix, comparing it with that of competitor COSMOS, and examining how the mix is used to achieve organizational objectives. A significant portion of the report is dedicated to developing a basic marketing plan for TUI, which includes an overview of the company, its mission and vision, a segmentation, targeting, and positioning (STP) analysis, a SWOT analysis, and detailed marketing and financial budgets, along with monitoring and control mechanisms. The report concludes by emphasizing the vital role of marketing in promoting products and services and the importance of a well-defined marketing plan for attracting customers and capturing market share. The analysis uses various marketing models and strategies to understand customer demand and improve business outcomes.

UNIT 16 MARKETING
ESSENTIALS FOR
TRAVEL AND
TOURISM

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK1 ............................................................................................................................................1
P1 Explain about the key roles and responsibilities of the marketing function..........................1
P2 Describe about the marketing inter-relation with other functional unit in travel and tourism
.....................................................................................................................................................2
TASK 2 ...........................................................................................................................................4
P3 Marketing mix of different organization and the method to achieve objective.....................4
TASK4 ............................................................................................................................................5
P4 Develop a basic marketing plan for the organisation to meet the objective..........................5
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
Book and Journals ......................................................................................................................9
.......................................................................................................................................................10

INTRODUCTION
Marketing refers to the activities which are undertaken by a particular organisation in
order to promote their product and services in well defined manner. Marketing have different
elements which include advertisement, selling and promoting of goods and services to the larger
audience. In today business world, it is vital for organisation to build trust with their respective
customers. It help in exchange of goods and services which are available to the customers so
they demand and supply can be maintained. Marketing is a professional work in a corporation
which deals in getting attention of key potential audience with the help of advertising. The
present report is based on TUI which provide services like travel and tourism sector. The
company have 30 hotel and many cruises for their customers and its headquarter in London UK.
This report include the key roles and responsibilities of marketing function. Beside this, report
provide brief information about the roles and responsibility of marketing which is related to the
organisational context of travel and tourism. Along with this, it explain about the different
organisation marketing mix to achieve organisational goal. At last, this report justify about the
marketing plan of the company in wider context.
TASK1
Covered in PPT.
TASK 2
P3 Marketing mix of different organization and the method to achieve objective
Marketing mix refers to the set of actions and tactics which company uses to promote its
brand as well as product in the market (Lemy and Kusumo 2019). For the company like TUI it is
important to use marketing mix so marketer can understand the current trends and changing
demand of the customers in a well defined manner. Here are the mix of the different
organization which are explained briefly:
Marketing mix TUI COSMOS
Product TUI deals in travel and tourism
sector which provide various
kinds of home and family
packages. They also have
Whereas COSMOS is fully
dedicated in the hotel industry
services. Which deals in flight
and accommodation services

airlines services for their
customers.
to their clients
Price TUI offer feasible and budget
price for their customers. As
company have the strategy to
larger audience by their
pricing technique.
In the case of COSMOS , they
offer their services at
affordable prices. There main
target middle class people who
are found of travelling.
Place TUI is one of the largest
tourism industry in UK which
deals in diversified offering to
their customers.
In the context of COSMOS,
they offer there services in
various places such as Greece,
TOKYO, Japan and many
more places
Promotion In the context of TUI the
management use 360
marketing tool which is used
to attract more and more
customers.
In regards of COSMOS UK
they use online promotions,
and also have website from
where employees can choose
accommodation easily.
People The organization focus on
every stakeholders and
investors in the market so that
company can built trust and
belief in the minds of
customers.
For COSMOS people are the
important factor for the
organisation. They are trying
to capture high income group
people and also providing
luxury living to their
customers.
Process They have large as well as
efficient logistic process in
order to fulfil the demand of
the customers.
Whereas COSMOS have
online booking system where
employees can choose room
and flight as per there needs
and requirement.

Physical evidence The major example of physical
evidence for the company is
that, organization have hotel
and different places. They
have airlines and staff as the
physical evidence
In the context of COSMOS
they have branches across
various country like Greece
and japan as well as their
working staff are consider as
the physical evidence.
From the above discussed report, ,marketing mix influence the business and other
activities which are crucial for growth and expansion. For marketer is it important to have
knowledge of market and the changing trends so that organisation can make larger profit and
also grab market share.
TASK4
P4 Develop a basic marketing plan for the organisation to meet the objective
TUI is considered as the world's leading travel and tourism company in UK. They offer
the best service to their respective customers. The marketing plan is an operational document
that draw the line between the advertising strategy through which organisation will implement to
generate the leads for capturing large market share. The marketing elements include the PR
campaign which have to be taken into account over a period of time. Here is the marketing plan
for TUI which is explained briefly down below:
Overview of the company: TUI UK is considered as the most profitable and renowned
company in the UK and also across the world (Fairley 2019). This company was formed in
September 2007 and merged with first choice holidays PLC and Tourism Division of TUI AG.
TUI has around 380 hotels and 16 ships across globe. Their clubs and hotels have a unique
position in market of Germany and UK. They have diversified product range and offer variety of
services which deals in hotel, airlines and cruise for the customers. The company was founded in
year 1965 by Ray Thomson. Organisation have overall 4.7 billion pounds of revenue in a year
with the help of quality services offered to the customers. TUI is offering new software system
which include early check ins and check out where customers can avail services as per the
convenience. As this method, reduce the intervention of front desk and customer can pay bill
with convenience and ease.

Mission: The mission statement of the company is to capture high income group people
by offering advance technological services to the customers.
Vision : The company have the vision to become billion dollar company in coming five
years. Further company wants make fully automation for check in to check out in few years.
STP: This is the process where company target, segment and position their customers.
This method help organisation to understand their customers and make product as per the
requirement of the market.
Segmentation: This refer to the method through which organisation divide their
audiences on the basis of age and gender. Here TUI is segmenting the target on the basis income
of the people where high income group can avail luxurious experiences. The company provide
rooms and villas for family people as well for single person.
Target: This is the process where organisation tends to target the audience as per the
need and requirement. In the case of TUI, company is hiring the middle age group and business
class people as they travel a lot (Cardona and Sánchez-Fernández 2019). In the context of TUI
they offer various services the spa and gym to the customers on their arrival.
For them TUI is offering AI rooms where clients can choose their check in and check out as per
their convenience.
Positioning: Here, company wants to build its market presence effectively so it help in
creating goodwill and trust among the customers. It has become important nowadays to gain trust
of customers to and make them loyal customers. For the organisation like TUI, the company is
using social media and creating position in the market. The main USP of the company is that
they are using new Software system to book hotel and fights.
SWOT Analyses of TUI:
Strengths Weakness
The strength of the company is that they have
various hotels, aircraft flying in more than 150
hotels worldwide. They have unique
customizable holidays for their customers. UK
and France are the fastest growing market.
There is a intense of competition from other
company which leads to the minimum brand
loyalty. Being a global brand in tourism has to
face cultural and social issues because there are
different people across the world and
organisation must know their culture to treat

them well.
Opportunities Threats
There are various opportunities for company as
they do full automation for booking rooms and
paying bills. Apps for reservation and booking
holidays can be new opportunities in market.
The major threat is pricing policies which are
made by the company (Bairrada 2019). The
changing environment made it more
challenging due to competitive market. There
are various threats such as foreign exchange
risk and political threats.
Marketing objectives for new business plan
“To enhance the sales of new service of company by 15% by the end of 1 year through
social media marketing”
Marketing budget: A marketing budget is plan which is related to cost. Marketing
budget is an estimated amount of cost which is required to promote the product and services to
the consumers (Aung, M., 2019). The cost include various activities like advertisement, public
relations, employees staffing and office cost. This budget is created to estimate the costs that are
necessary for growing a business.
Particular Amount
Social media promotion (40%) 50000
online(30%) 30000
magazines(25%) 20000
Publicity (10%) 15250
From the above mentioned budget it has been concluded that TUI is spending more on
the social media because every one is on social media and company can capture larger audience
in limited time. Further firm is spending its fund on the online marketing for promotion whereas
company is spending of magazine promotion as to attract high income group people.

Financial budget: This kind of budget is the financial plan for the defined period and
mainly for a one year. It include planned sales volumes and revenues with a detailed balance
sheet. The evaluation of income and expenses is done on timely basis depend upon the feasibility
of the organisation (Al-Janabi and Mhaibe 2019). In the context of TUI it is important to have
financial budget prepared effectively so that company can make proper profit and plan or the
organisation.
Monitoring and control: It is important to have control over the organisation activities
which leads towards the growth and expansion. This leads towards minimizing the cost of the
company so that TUI can earn more and more profit in limited time frame. The implementation
should be done effectively so that proper use of resources should be taken into account. This
technique help in gaining larger market share.
CONCLUSION
From the above mentioned report, it has been concluded that marketing plays vital role
in promoting the product and services to the customers. Further, the role and duty of marketing
department so that organisation can strategy the needs and wants of the customers. Beside this,
marketing plan should made to understand the current positioning of the company effectively.
This is essentials to make proper marketing campaign in order to attract more and more
customers in a well defined manner. TUI emphasis on strategy which have less risk which help
in capturing large market share with minimum amount of uncertainty. The various model are
used in this report for better understanding and monitoring the demand of the customers.

REFERENCES
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