Marketing Essentials for Travel and Tourism: A TUI Case Study Report

This report provides a comprehensive overview of marketing essentials within the context of TUI, a leading travel and tourism organization. It begins with an introduction to marketing concepts, including the marketing mix and process, and highlights current trends in the industry. The report details the roles and responsibilities of the marketing function, emphasizing its strategic importance in developing innovative ideas to promote services and attract consumers. It then examines how marketing interrelates with other functional departments, such as research and development, HR, and finance, illustrating the importance of these relationships for organizational success. The report also discusses the importance of marketing in meeting consumer needs, increasing market growth, and building brand reputation. The conclusion summarizes the critical role of marketing in the growth and development of travel and tourism organizations, emphasizing the interconnectedness of all departments in achieving overall company success. Finally, the report provides a list of references used in the analysis.

Marketing Essentials for
Travel and Tourism Level

Table of content
 Introduction
 Main body
 Conclusion
 References

INTRODUCTION
 Marketing essential is very important for travel and tourism industry. It is
helpful for company to gain huge consumer attraction and success in
marketplace.
 TUI is known as TUI group. It is Anglo-German travel and tourism
organization. It had its headquarter at Hannover, Germany. TUI is one of the
largest travel, leisure and tourism, company across the world. Company had
revenue of 18,928.1 million till 2019. The above report includes the role of
marketing and how it interrelated with other functional areas of TUI.

Introduction to concept of marketing and marketing process, including current and
future trend in travel and tourism marketing in general and tour operation industry
in particular-
 Marketing:
 Marketing refer to activity an organization undertakes
for promoting selling or buying of goods or services. It includes
selling, advertising and delivering goods to the consumer or
other businesses. Marketing uses “marketing mix” that is also
known as four Ps- product, place, process and promotion.
 Marketing Process:
 Marketing process is procedure of analyzing opportunities in
marketplace, selection of target market, and further development
of Marketing Mix and management of marketing effort. It
includes way by which value could be created for consumer to
satisfy their needs and demands.

Explanation of roles and responsibilities of marketing function
 Roles and responsibilities of marketing
function are as follows-
 Marketing strategy- Marketing strategy
develops innovative idea in marketing goods
and services in marketplace for reaching
consumer easily with company's product and
services.
 The role and responsibility of this marketing
function is to create innovative idea so that the
travel and tourism company could easily
promote their product and service into
marketplace and attract wide range of
consumers.

Explanation how roles and responsibilities of the marketing
relate to wider organizational context of TUI-
 Marketing has various role and responsibilities
with wider organizational context of TUI.
 The major roles and responsibility of marketing
is to gathered information of the market and
analysis of particular information.
 Marketing is helpful for finding and identifying
demand of consumer. In case of developing and
designing product marketing play an essential
role.
 TUI could make an attractive product and
service for destination so that wide range of
consumer can be attracted to their company.

Analysis of how marketing influences and interrelate
with other functional department of TUI-
 Marketing with research & development- Marketing and research &
development are interlinked with each other.
 With the help of research & development department several research reports
are to be introduced so that marketing department can develop strategies for the
product and service development by that they can easily gain huge competitive
advantage in market further.
 As per the marketing criteria research and development department set plans for
developing reports which can be helpful for TUI to gain huge consumer
attraction.
 The marketing department of TUI will further promote their product and service
as per the needs and demands of tourist so that they cab easily gain tourist
interest towards their company with the help of research & development
department.

Importance of Marketing
 Helps in meeting the needs and wants for consumers
 Marketers of TUI helps the company to identify the needs and wants of
consumers which helps the company to formulate the strategies according to that.
 Wants of an individual are shaped by personalities and cultural differences among
people. Company uses it and satisfy the needs and wants of people through the process
of exchange.
 Increases growth and reputation in the market-
 Marketing helps TUI to retain their consumers so that they get repeated sales
from them and will be able to increase their share in market. Marketing helps TUI to
promote their brand which takes them towards their goals and objectives.

Interrelationship of marketing with other departments
 Interrelationship of Marketing with HR-
 In order to get the personnel with abilities and skills department of marketing
depends on HR department as they are the ones who provide them with training and
practice sessions so that they can be able to work in the marketing team and come up
with some strategies and ideas to help TUI.
 It is important for both the departments to maintain a strong relationship.
 Interrelationship of Marketing with Finance-
 In order to smoothly maintain the flow of their operations finance is
important and department of finance is concerned with this issue. Department of
finance is the one who passes the budget for TUI to market their products. For instance
finance approved for commercials, design, logos, packaging etc. all the things are done
under a specific budget set by the department. Marketers of TUI considers department
of finance as the backbone of the company which is the reason why they operate under
their guidelines and budget set according to them.

CONCLUSION
 From the above study it can be concluded that the Marketing plays a major
role in growth and development to travel and tourism organization.
 All company's department are interlinked with each other and had huge
impact on company's overall success.
 Company could easily gain huge success and consumer attraction towards its
products and services.

REFERENCES
 Al-Janabi, A.S.H. and Mhaibes, H.A., 2019. Employing marketing information
systems for the success of small and medium enterprises: A field study of
some Tourism and Travel companies in Baghdad.
 Alves, G. and Azevedo, A., 2018, September. CHILDHOOD MEMORIES,
EXPERIENCES AND EMOTIONS: CONTENT ANALYSIS OF CELEBRITY TRAVEL
NARRATIVES. In 11th Annual Conference of the EuroMed Academy of
Business.
 Aung, M., 2019. Strategies To Survive And Thrive Of Myanmar Tourism Gdp:
Case Study Of Bagan Tourism. International Journal on Recent Trends in
Business and Tourism, 3(1), pp.16-21.
 Becker, E., 2016. Overbooked: The exploding business of travel and
tourism. Simon and Schuster.
 Bricker, K., 2017. The International Ecotourism Society.