Marketing Essentials for Travel and Tourism: A TUI Case Study

This report provides a comprehensive overview of marketing essentials within the context of the travel and tourism industry, specifically focusing on the TUI company. It begins with an introduction to marketing concepts, highlighting their relevance to current and future trends, such as customer relationship management. The report then delves into various marketing processes, including situational analysis (5 C, PEST, SWOT), marketing strategy (segmentation, targeting, positioning), marketing mix decisions, and implementation and control. Furthermore, it examines the roles and responsibilities of a marketing manager within TUI, emphasizing profit maximization, marketing research, and customer awareness. The report also explores the interrelation between different functional departments within TUI, such as human resources and finance, and their influence on marketing activities. Finally, it discusses the value and importance of a marketing manager in driving sales and brand awareness. The report concludes by summarizing the key findings and providing a list of relevant references.

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.