Assignment Marketing Essentials for Travel and Tourism

Overall Scenario and Activity:

Joining the TUI Retail Marketing team
TUI is the world’s leading tourism group. The broad portfolio gathered under the Group umbrella consists
of strong tour operators, 1,600 travel agencies and leading online portals, six airlines with around 150
aircraft, over 380 hotels, 17 cruise liners and many incoming agencies in all major holiday destinations
around the globe. It covers the entire tourism value chain under one roof.
TUI is the UK’s largest tour operator with key brands including TUI, First Choice, Marella Cruises and
Crystal Ski Holidays. TUI airways is the country's third largest with 62 aircraft operating to over 88
destinations in 30 countries. We have a team of more than 10,000 employees serving over 5.5 million
customers each year. You can read more by visiting the TUI group website https://www.tuigroup.com/en-
en/
This is an exciting opportunity for a Marketing Manager to join the TUI Retail Marketing team,
responsible for the look and feel of over 580 stores nationwide. You will take on the challenge of driving
the retail marketing campaigns supporting the TUI, First Choice and Marella brands in store as well as our
3rd party commitments. Please read the job description and profile provided in appendix 1.
Part 1 (LO1)
You are applying for the role of a marketing manager within TUI Retail Marketing Team and as part of the
interview process, you are required to write an article for publication explaining the role of marketing and
how they interrelate with other functional units within TUI.
Prepare an article entitled ‘The role of marketing and how it interrelates with other functional areas of
TUI’
Specifically, your article should cover the following:
• • An introduction to the concept of marketing and the marketing process, including current and
future trends in travel and tourism marketing in general and tour operations industry in particular
 Definitions of marketing
 The development of the marketing concept, including current and future trends in
 travel and tourism marketing
 The nature of marketing travel and tourism and different marketing approaches
 How the external environment influences and impacts upon marketing activity
• • An explanation of the role and responsibilities of the marketing function
 The structure and operations of marketing departments
 Overview of marketing processes that include analysis, strategic planning and the
 marketing mix
 The different roles of travel and tourism marketing within both a Business to
 Consumer (B2C) and Business to Business (B2B) context
• • An explanation of how roles and responsibilities of marketing relate to the wider organisational
context of TUI
• • An analysis of how marketing influences and interrelates with other functional departments of
TUI
 Marketing as a business function
 The different roles of and interrelationships between marketing and other
 functional areas of tourism business
• • An analysis of the value and importance of the marketing role in the context of TUI
Part 2 (LO2) Compare ways in which travel and tourism organisations use elements of the marketing
mix (7Ps) to achieve overall business objectives

 Compare the ways in which different organisations apply the marketing mix to the marketing
planning process to achieve business objectives

 The 7Ps marketing mix:

 Product: Differences between products and services, importance of brands, product development
and product lifestyle
 Product image and product placement
 Price: Pricing context, pricing strategies and tactics
 Place: The chain of distribution and shifts in channel management and distribution
 Promotion: Integrated communication mix and promotional tools
 Evaluate different tactics applied by organisations to demonstrate how business objectives can
be achieved
 The use of the Awareness Interest Desire Action (AIDA) model
 People: The different roles of ‘people’ in marketing, including customer interfacing and support
personnel
 The different skills, attitudes and behaviour of people delivering the product or
 service to customers
 Physical evidence: The tangible aspects of service delivery − visual, aural and olfactory elements
 The role of the service scape and the service encounter
 Process: Systems and processes involved in delivering a consistent service.
 Different types of processes used to expedite the marketing function.
 Achieving overall business objectives:
 The shift from the 4Ps to the 7Ps and the significance of the extended marketing mix.
 An overview of the marketing planning process (analysis, planning, implementation
 and control) and marketing strategy.
Part 3 ( LO2) In your role as a Marketing Manager for the TUI Retail Marketing team you are required to
compare ways in which travel and tourism organisations use elements of the marketing mix (7Ps) to achieve overall
business objectives and develop a marketing plan to meet marketing objectives TUI Group to be discussed with
your line manager. Specifically, you should:

• Produce or design a detailed, coherent evidence-based strategic marketing plan for the TUI Retail or
TUI UK business that tactically applies the use of 7Ps marketing mix to achieve the overall marketing objective of
TUI Group.
 Marketing planning:
 The importance and value of marketing plans
 The links between marketing plans, marketing objectives and marketing strategies
 Evaluating and monitoring marketing plans using appropriate control and
 evaluation techniques such as sales analysis, market-share analysis, efficiency
 ratios and cost-profitability analysis
 Structure and development of marketing plans:
 Market segmentation and target market selection
 Setting goals and objectives, situational analysis tools and techniques, creating a marketing
 strategy and allocation of resources and monitoring and control measures