This assignment deals with the concept of marketing communications based on the example of the German tour operator TUI (Tourism Union International). The company was established in 1986 and is now the German market leader in the sector of leisure travel.
In the first part of this assignment the process of purchasing decisions in the light of consumer behaviour will be analysed. Then the changes in buying behaviour will be examined and their impact on TUI will be demonstrated. The second part discusses the respective steps of the planning process of an advertising campaign and its implementation on the tour operator. The assignment ends with a recommendation for the company, stressing different tools which can be integrated in the marketing communication mix.
Table of Contents
- Part 1
- 1.1. Process of purchasing decisions
- 1.2. Changes in consumer behaviour
- Part 2
- Part 3
- Bibliography
Objectives and Key Themes
This assignment utilizes the example of TUI, a German tour operator, to explore the concept of marketing communications. The paper begins by analyzing the process of purchasing decisions within the framework of consumer behavior, examining the impact of changes in buying behavior on TUI. The second part delves into the planning and implementation of an advertising campaign for the tour operator, culminating in a recommendation for the company that emphasizes the integration of various tools into the marketing communication mix.
- Consumer purchasing decisions and the five-stage decision-making process
- Changes in consumer behavior and their influence on the tourism industry
- The marketing communications mix and its application to a tour operator
- TUI's adaptation to evolving consumer preferences in the travel sector
- The impact of the internet and online travel platforms on the travel industry
Chapter Summaries
The first part of the assignment explores the process of purchasing decisions, highlighting the five stages involved: problem recognition, information search, alternative evaluation, purchase decision, and post-purchase evaluation. The chapter examines how these stages apply to potential clients of TUI, using the example of a stressed individual who finds inspiration for travel through an advertisement. The chapter also discusses the importance of understanding consumer behavior in the context of travel, emphasizing the role of marketing in influencing these decisions.
The second chapter focuses on changes in consumer behavior within the tourism industry. The chapter highlights factors like economic changes, technological advancements, and individual personality traits that contribute to shifts in buying patterns. The specific case of increasing travel expenditure in Germany is analyzed, demonstrating the trend towards luxury and extravagant journeys. The chapter also discusses the impact of online platforms and the rise of internet travel booking on TUI, underscoring the need for the company to adapt to this evolving customer behavior.
Keywords
The core keywords and focus topics of this paper are: marketing communications, consumer behavior, purchasing decisions, tourism industry, travel booking, TUI, advertising campaigns, marketing communication mix, online travel platforms, consumer preferences.
- Quote paper
- Kerstin Schneider (Author), 2011, TUI and its Marketing Plan, Munich, GRIN Verlag, https://www.grin.com/document/197946
