Analysis of TUI's Marketing Information System and its Effectiveness

This report provides an in-depth analysis of TUI's Marketing Information System (MIS). It begins by identifying how TUI utilizes MIS, including cloud and enterprise computing, personalized ads, and various components such as internal records, marketing intelligence, marketing research, and marketing decision support systems. The report then evaluates the effectiveness of TUI's MIS, highlighting its role in decision-making, understanding customer needs, and promoting services. The analysis covers both the benefits, such as increased sales and profit, and the drawbacks, like the cost and security concerns. The report concludes that MIS is highly effective for TUI, as it facilitates information sharing, customer collaboration, and direct marketing, ultimately improving business understanding and driving sales. The report also references several academic sources to support its findings, providing a comprehensive overview of TUI's use of MIS.

M4X01916-
MARKETING
ESSENTIALS
Student Name: Stefan Cheles
Student Number: 1815342

Table of Contents
INTRODUCTION...........................................................................................................................1
Identify how the company is using MIS and its component.......................................................1
Evaluate the effectiveness of company's use of MIS..................................................................2
Is MIS is effective or not.............................................................................................................3
CONCLUSION................................................................................................................................4
References........................................................................................................................................5

INTRODUCTION
Marketing Information System is the computer system that collect, analysis and
interpretation the marketing information through internal and external sources. Apart from this,
MIS also collect information through online system and then analyses data that assist
management for taking better decisions. Moreover, its components are Internal accounting
system that helps to ascertain the results of operations and to determine the financial position of a
business as well. Next is marketing intelligence that helps to collect the data from external
sources, Market research that mainly solve the problem of marketing and last is Marketing
decision support system that assist manager to analyse the data and take better decision as well.
The chosen firm for this report is TUI that provides accommodation and travelling
services to their customers and operate more than 180 countries at global level. The present study
will describe the how the quoted firm uses MIS and describe its components and evaluate the
effectiveness of MIS in the context of company.
Identify how the company is using MIS and its component
Marketing information system Is manly used for information system that is used for a
decision making and for coordination as well. In the same way, TUI is also uses cloud computing
and enterprise computing that is used to promote the products and services to different group of
people. Apart from this TUI also uses personalized ads as well that will helps a firm to increases
its sales and profit. This marketing system helps to improved the computerized system and the
main purpose of using this marketing information system the financial performance of the
company also increases (Britchenko, Kolbushkin and Shevchenko, 2019). The main purpose of
using MIS is to maintain the high degree of accuracy and also ensures that the data and
information integrity as well. That is why, for company, delivering personalization is quite
helpful to attract wide range of customers and its ensighten platform also helpful and it provides
TUI group the ability to act quickly to respond the customer and the market to allow the
marketing team in order to make rapid adjustment.
There are different components which are used by the firm for communication and better
marketing such as:
Internal Records: this is one of the most effective tool that is used for collecting the
information through internal records such that by comprising sales data, customer base and
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product database (MIS component, 2018). In the same way, the company also uses the same
through company's invoices, transmit copies, billing documents, receive copies of order for
goods and sales representative. In the same way, TUI also maintain several database such as
customer database in which the company have complete information related to their name,
address and phone number etc.
Marketing Intelligence: It helps TUI to collect the data from external sources such that
it helps to collect the information about current marketing environment and also analyses the
changing condition in market as well. Therefore, TUI uses magazines and through commercial
press. Even the firm also provide training sessions to their employees in order to uses advance
technology into working area that further help to attract new customers towards them. Further, it
has been analysed that the company also improve their marketing intelligence system by
collecting more information related to their competitors (Kanwal, Samalia and Singh, 2019).
Marketing Research: It helps to solve the problem of marketing and also gather the
data. Moreover, market research is also used to reduce the chances of risk and uncertainty in
decision making as well. Therefore, it is consider one of the most important marketing tool that
is applied in every aspect of marketing such as advertisement, sales and distribution. This
component also provides information to the marketing manager that also helps to draw
conclusion, such that company uses social media for marketing purpose and on the other side,
through market research, it also analyse the problem and try to find out solutions.
Marketing Decision Support System: This tool helps marketing manager of TUI to
gather the data and then take better decision for company's welfare. Apart from this, the quoted
firm also uses HubSpot which offer powerful marketing solution as a personalized and an
alternative to a traditional marketing strategies. This tool also helps to boost the sales of a
company and generate more revenue as well (Laudon and Laudon, 2016).
Evaluate the effectiveness of company's use of MIS
TUI is completely now depend on Marketing Information system because it is the tool
that helps a business to stay ahead in the competitive world. Such that as marketing manager of
TUI uses MIS in order to promote the services in the market and on the other side, if the manager
did not have enough information such as sales report, then it cannot achieve the aims and
objectives of the business. Through MIS, the manager of TUI easily analyse the needs and want
of customers and their perception of the products. Overall, through Marketing Information
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System, the manager are able to make better decision related to consumer behaviour and choices
of produce development (Li and et.al., 2017). As the firm uses online promotional tools that
helps to determine the customer needs and demand so that it will easily produces the products
and services in order to satisfy the needs.
Further, it has been critically evaluated that the system is quite expensive in nature and
even it also needs lot of maintenance. Therefore, high skilled employee are also required who
can easily operate the system, which the company have. That is why it is quite easy to operate
Marketing Information System for TUI, as it helps to increases the sales and profit for a firm.
Beside this, the company may sometimes faces security issues as well while using MIS as this
data generally includes the vendor details, bank records and personal data which needs to be
confidential but sometimes, there may be chances that TUI faces security issues in which hackers
stole information that affect the company's brand image in market (Santoso, Kauffman and
Aristo, 2019). Apart from this, as company uses social media and HubSpot as a communication
channel that helps to reach a wide range if group and through this, TUI also promote their new
products and generate the sales or profit margin too.
Is MIS is effective or not
Yes, Marketing Information System is quite effective for TUI and it is so because it helps
manager of TUI to share information and then work together in virtual. By using TUI, the
marketers is collaborate with the customers on product design and also fulfil the needs of
customer as well. Apart from this, the company also takes feedback by using online promotional
methods such as social media which further help company to align their business process as per
the needs of the customers. It is also analysed that an effective management of customers data
also help a firm to perform the direct marketing as well as promotional activities (Martell,
2018). Not only this, through Marketing Information System, TUI easily determine the
customers needs and their buying trends as well and this can be done by analysis the sales and
revenue report for every operating region of a firm. Therefore, this shows that MIS is quite
beneficial for the business and it directly helps to generate the business sales and reach the
company at further level of success as well.
In addition to this, it has been analysed that through Marketing Information System, TUI
can easily improve the understanding of a business. Such that, the quoted firm uses marketing
campaign tracking system that helps to avoid the problems of customers related to tracking sales
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and analysing the taste of customers. Apart from this, it has been analysed that though
Marketing Information System, TUI also provides important and valuable information or
guidance to every parts of their organization. Moreover, it also improve the data access and also
avoid crisis and as a result, it raise company's sales and profit as well. Such that by providing the
best analytical basis for everything from the product development to marketing initiatives to
customer relationship management which further help to produce the products that exactly
needed by the firm in order to control the cost as well.
CONCLUSION
By summing up above report it has been concluded that Marketing Information System is
one of the most important tool that helps a business to collect and analyse the data and then
communicate them so that it will help to generate the income for the firm. As report concluded
that, TUI also uses the Marketing Information system in which it forecast the demands of the
customers and then company also try to achieve them as well. Further, report also concluded that
MIS has four important components such as internal audit, market research, market intelligence
and Marketing Decision Support System, which are used for communication and marketing
purpose and it is also realized that the company uses MIS to reach at global market and increases
the market share by sustaining its brand image as well.
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References
Books and Journals
Britchenko, I., Kolbushkin, U. and Shevchenko, A., 2019. Information environment of
international marketing.
Kanwal, S., Samalia, H. V. and Singh, G., 2019. The Role of Marketing Intelligence in Brand
Positioning: Perspective of Marketing Professionals. In Brand Culture and Identity:
Concepts, Methodologies, Tools, and Applications (pp. 695-714). IGI Global.
Laudon, K. C. and Laudon, J. P., 2016. Management information system. Pearson Education
India.
Li, Y. and et.al., 2017. The concept of smart tourism in the context of tourism information
services. Tourism Management.58. pp.293-300.
Martell, D. A., 2018. Marketing Information and New Technology. In Management Information
Systems: The Technology Challenge (pp. 161-181). Routledge.
Santoso, S., Kauffman, R. J. and Aristo, N. C., 2019. The Information System of Name Card
Sales Based on Digital Marketing to Improve Creativepreneur on College E-Commerce
Website. Aptisi Transactions on Technopreneurship. 1(1). pp.71-81.
Online
MIS component. 2018. [Online]. Available through:
<http://www.yourarticlelibrary.com/marketing/mis-top-4-components-of-marketing-
information-system/32273>.
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