MSc Management with Digital Marketing Strategy and Analytics Assignment Sample 2023
Introduction
TUI is a popular travel and tourism company that has almost 1600 travel agents deployed across different parts and operates across 400 hotels. This present study focuses on modifying user integration and behaviour. Three tasks are illustrated in this study that deal with the synopsis of the TUI, digital strategy integrated by any other organisations, impact on the persona of customers, and a detailed marketing plan that can provide leverage to the business capacities are discussed in this extensive study.
Task 1: Briefing Document
Background of the organization
TUI UK Limited is a travel and tourism company that has more than 27 million consumers and 1,600 travel agencies worldwide. The company provides the services of business tours, family trips, and picnics, and offers booking facilities. The company has over 400 hotels, clubs and resorts as well as brands such as “Robinson” and “RIU” and operates in 24 countries (Tuigroup.com, 2022a).
As opined by Buijtendijk et al. (2021), the company luxury services to its customers and maintains good relationships with the customers. In terms of products and services, the company provides travel services, package holidays, passenger airlines, hotels and resorts worldwide. The biggest competitors of the company include thomascook.com, jet2holidays, last minute, and loveholidays.
Figure 1.1: The number of employees of “TUI UK Limited” worldwide by geographical region
(Source: Statista.com, 2021)
The above figure shows the number of employees of “TUI UK Limited” worldwide. In 2020 and 2021, the Covid-19 pandemic negatively impact business performance and the company faces a lack of employee issues (Statista.com, 2021). The company operates its business in the UK, the Netherlands, Germany, Switzerland, Austria, Belgium, France, and the Nordic region.
TUI operates hotels under different brands such as TUI Magic Life, Robinson, TUI Suneo and TUI Blue. As opined byAburumman et al. (2020), the “Global governance Strategy” of the company includes four particular strategies. The four strategies include “Markets & Airlines”, “GDN-OTA platform”, “Hotels & Cruises”, and the “Destination experiences platform”.
In managing marketing risk and making the business sustainable the company adopts “Big Data”, “Cloud architecture” and AI to enhance productivity, efficiency and speed. In order to manage the allocation of the hotel bed, the company uses “Blockchain” [Refer to Appendix 1]. The company researched the market competition and customer demands and makes innovations in the product and services to draw customer attraction.
Figure 1.2: The annual revenue of “TUI UK Limited” in the UK
(Source: Statista.com, 2022)
The above figure depicts the annual revenue of “TUI UK Limited” in the UK. In the year 2021, the revenue of the company was £ 657 million (Statista.com, 2022). In the year 2020, falls the revenue of the company was almost £ 1.9 billion.
Stakeholder
The stakeholder of the company includes managers, colleagues, suppliers, shareholders, customers, local communities, and employees (Tuigroup.com, 2022b). The internal stakeholder of the company includes managers, colleagues, employees and shareholders. The external stakeholder of the company includes suppliers, customers and local communities. In this case, the chosen theme is “changing user behaviour”.
The external stakeholder such as customers plays an effective role. The frequent changes in customer behaviour negatively impact the business performance of the company. In the covid-19 pandemic situation, people stop visiting places therefore TUI Company faces big losses and damages to its financial performance.
The internal stakeholder such as managers and employees of the organisation need to focus on customer feedback and provide standard services to the customer to overcome the financial loss and market competition. In this case, the company needs to maintain good bonding with suppliers to make the business sustainable.
Key customer segment
| STP | |
| Segmentation | Demographic Segmentation
● Age group: The biggest age group of visitors is 25 – 34-year-olds. ● Sex: Male, female and other ● Income: The average family income needs to be near about £31,400. ● Educational level: Secondary education Behavioral Segmentation ● Customer Loyalty ● The company has its website to communicate with the customers ● Benefit Driven ● The occasion and festivals are the main sessions
|
| Targeting | ● The people belong to the age group 25 – 34-year-olds. |
| Positioning | ● The company is positioned as providing low-cost travel services to tourists and provides luxury services. |
Table 1.1: STP
(Source: Self-developed)
Theme chosen
The reason for choosing the theme “changing user behaviour” is that it gives the idea of customer choices and opinions regarding the product and services. During the Covid-19 pandemic situation, the company faced business challenges and the frequency of changes in customer behaviour hampered the business. In order to analyse customer behaviour and provide the best services to the customer, this theme has been chosen.
Effective digital marketing activity
The Jet2holidays Company provides travel services to its customers. The company uses multiple “digital media channels”, video display ads, rich media, and email for making the promotion of tourist destination. In this case, email marketing is identified as an effective to make the promotion of the tourist destination and keep connected with the customers. As opined by Labanauskaitė et al. (2020), email marketing is an effective tool for managing communication in the tourism industry.
“TUI UK Limited” can use email marketing to make the promotion of the product and services and easily communicate with the customers. The company by using the email marketing tool can communicate with the customers; therefore, the company can easily understand customers’ opinions regarding the product and services. In order to make effective business decisions, customers’ opinions are necessary that help the company to maintain customer satisfaction.
As opined by Toubes et al. (2021), digitalisation helps the tourist to book the destination places, rooms, foods and tickets from home therefore the tourist gets attracted by the digital channel. In case, the company adopt the “email marketing” tool that helps the company to make promotions of the product and the company can make effective bonding with their customers.
Outline of the online content
The TUI Company uses the “Google Marketing Platform” to improve its business performance and make the business sustainable. The “Campaign Manager 360 API’ help the company to increase its control in managing transportation. This platform is considered a cost-saving on advertisement service to make the promotion of the product.
The promotions of the tourist destination, time, places and budget help the tourist to get confirmation about the travelling and the company can get new customers. In the year 2020, due to the Covid-19 pandemic, the revenue of the company was fallen and it was almost £ 1.9 billion. In order to overcome the loss, the company uses the “Google Marketing Platform” for making the promotion the product. The revenue of the company has increased by using the “Google Marketing Platform” and in 2021 revenue of the company was £ 657 million [Refer to Figure 1.2].
Online content has developed a culture of loyalty, brand awareness, and trusting rate. Therefore, it has also allowed for the creation of an innovative relationship module for an increased rate of customer engagement. As opined by Alford and Jones (2020), following the culture of online content marketing, “TUI UK Limited” has also increased the rate of audience’s engagements and gotten successful in the development of product rates. Therefore, the excessive ranges of cost structures have been sustainably reduced that have facilitated the marketing activities appropriately.
The respective tourism sector have been adopted the marketing strategy of “Digital, print, TV, and home advertising” for increased the rate of profit margins effectively. In contradiction, Alves et al. (2020) have argued that the chances of integration, personalization, customer satisfaction, and advancement rate have been effectively improved.
However, a wider range of customers has been getting attracted and the issues of TUI UK Limited that have already been enhanced have been resolved effectively. The chances of customer attraction procedures have been sustainably developed that can increase the rates of profit margin rates of “TUI UK Limited Limited”.
Task 2: Presentation
Slide 1:
Slide 2:
Slide 3
In this project, reports have been based on the importance of digital marketing in the tourism sector in “TUI UK Limited”. This entire study on Changing in users, behaviors have been briefly elaborated on. Therefore, the outline of the customer mapping and the effects of digital touch points for the improvements of customer feedback has been briefly discussed. After that, the working progress of retailing the customers has also been briefly elaborated.
Slide 4
Customer persona has been making realistic and reliable presentations that have improved the culture of the targeted audiences effectively. It has helped to identify the issues of the tourism industries in TUI UK Limited and created valuable insights that can convey the messages to the right audiences at an accurate time.
Slide 5
Digital marketing campaigns have interacted, reached the customers effectively, and increased the rate of brand loyalty and advertisement culture. The tourism sectors of TUI UK Limited have also helped to create digital content and increased the rate of recognition. It has also balanced satisfaction and increased the rate of profit margin rates by providing the best services among the customers effectively. It has also helped to improve the culture of print advertising and attracted the targeted audiences. As a result, TUI UK Limited has been getting successful to increase the rate of profit margins effectively.
Slide 6
Persona has created a positive impact on the development of product designs, companies’ reputations, and effects of the personality and style. TUI UK Limited has been getting successful to establish a better marketing plan by attracting the targeted customer effectively. Therefore, the chances of emphasized and understanding rates have been also sustainably developed by finding the issues, which have been created.
Slide 7
The digitalized culture and budget and helped to reach the targeted audiences by saving the timing effectively. Therefore, TUI UK Limited has been getting successful in increasing the rate of brand awareness by increasing the rate of engagement rates effectively.
Digital media have also created interactions and empowered the customers through the market segments appropriately. As used digitized cultures have been considered a vast subject, therefore, it has decreased the rate of excessive ranges of costing modules. Adaptations of SEO content the ultimate rate of destination and emergence rate have been improved.
Slide 8
Slide 9
Digital transformation has also kept the privacy module by increasing the rate of performance appraisals of TUI UK Limited. Therefore, the operational culture has been also being improved by generating new experiences from the customers effectively. The rate of promotions ensured the culture of interactive relationships sustainably.
Slide 10:
Customer journey mapping is considered an important phenomenon that helps in gaining oversight regarding the overall journey of a customer. It can also be regarded as a visual story of a customer throughout the entire journey of the customer starting from market research to the selection of the product and the ultimate usage of the service or products. This simultaneously helps in business development from the side of the company as an idea regarding the satisfaction level can also be gained.
Slide 11
Mostly there are 5 steps in a customer journey mapping Awareness, consideration, Purchase, Service and loyalty. A customer used to pass through these 5 steps to experience the service. In the case of TUI, the customer is also supposed to pass through all these steps for giving a review regarding the overall services. However, a separate review of the experience can also be gained from the side of the customers regarding different steps of experiences.
Slide 12
As stated earlier, there are 5 key touchpoints in any type of customer journey mapping Awareness, consideration, Purchase, Service and loyalty. Here, from the indicated customer journey mapping, it can be stated that the customer has a pleasant experience with the services provided by this company. However, in the case of online payment, some network issues were there. Hence, negative review has been gained.
Task 3: Digital Marketing Plan and Metrics
Digital marketing plan
Objectives
- To modify the customer and user behaviour.
- To ensure long term sustenance through the proposed modifications in the competitive market.
Digital marketing mix
Price: This refers to the monetary consideration that the user profile has to expend to avail of the service range of TUI. At present Flight, the booking section offers interactive rates to attract a diverse segment of customers.
This price range can be modified to change user behaviour and the present price range is indicated in the above figure. “Penetrative pricing policies” can be integrated and the presnet rate can be curtailed by 13.45% of all the service range to integrate more customers.
Product: The product and service range of TUI is vast and it accounts for all kinds of travel and tourism demands of the target customer segment.
The service range encompasses destination holidays, cruises, flight services, multiple nations’ visits and others. However, the company needs to devise an alternative form of tourism in the service range such as cultural tourism, eco tourism, medical tourism and others. This can be marketed through a digital marketing plan to make the customer more aware.
Place: This indicates the platform through which the service range is being displayed. The official website of TUI provides a display of all types of services being provided with the price ranges. However, for a novice, this might seems a bit complicated. Hence efforts have to be made the make the user behaviour and experience easier. The digital game can be amplified, by using popular social media platforms such as Instagram, Facebook, YouTube and others [Refer to Appendix 2]. This can help to generate more customer integration and the proposed modifications can also be marketed through these sites to the users.
Promotion: The promotional budget and the modes have to be escalated by almost 38.75% of the present modes. Popular advertisements through optimized and customised video content can be displayed across major social media platforms to change user behaviour.
People: This indicates the customer segment of TUI. The present corporate service range provides the company to serve almost 27 million customers (Tuigroup.com, 2022). This has to be amplified by almost 8.98% to escalate the revenue indices by almost 28.35%. The strategies that are targeted to be implemented can also help to change user behaviour. This in turn can attract more customers for TUI.
Process: This indicates the modes of modification to deliver the services to the target customer segment. The pandemic phase has reshaped the tendencies of the customers. They focus on the maintenance of effective Covid protocols, and hygiene more than the presnet levels. Thus user experience can be changed through the adaptation of these hygiene protocols, along with the integration of new modes of tourism such as medical tourism, eco tourism and others.
Physical evidence: This indicates the brand icon of TUI. This new service has to be served under the brand image of TUI to integrate the investor’s confidence and customer confidence.
Digital tools
Effective digital tools can be used such as “Dragon Microphone”, “MailChimp”, “Typorama”, “Appsumo”, and others.
Budget
| Sl.No | Task | Description | Status | Budget |
| 1 | Material | Digital tools integration | Active | ￡490000 |
| 2 | Workforce | Travel agents deployment, health educators, cultural experts | Active | ￡450000 |
| 3 | Equipment | More advanced booking platforms, social media platforms and others | Active | ￡250000 |
| 4 | Technology | Modern technology such as AI maps the changes in the persona of the users | Active | ￡37000 |
| 6 | Miscellaneous | Additional expenses to upgrade the present service range of TUI | Active | ￡22000 |
Table 3.1: Budget projection
(Source: Self-developed)
Recommendations for integration
- The marketing mix revolves around the proposed modifications for changing user behaviour. The price, product variation and promotional measures can be integrated into the STP for TUI. The targeting prospect in the STP can be escalated through the proposed modifications in the digital marketing plan.
- The use of email marketing that has been proposed can integrate this marketing plan (Influenced by Garbani-Nerini et al. 2022). The wide range of services including the latest modes such as eco tourism, and medical tourism that have been proposed can be ideated to the target customer through this email marketing.
- Proper code of practices such as maintenance of hygiene and other alterations can also be explained to the customer through different social media handles such as Youtube, Instagram and other online channels.
Recommendations
Two specific matrices that can be used are
- “Requests per second (RPS)”, can be used extensively throughout TUI. This can help to assess monitor and calculate the request given by the customer segment. This can be connected across the official website of the company and across different social media handles (Influenced by Pi et al. 2022). This can also help to estimate the time taken to solve the query of the customers.
- Cost metrics can be used to monitor the key performance of TUI in consideration of the proposed modifications. This can help to measure the overall cost that can be incurred to assemble the resources and develop parallel lines of services that are eco tourism, medical tourism and others (Influenced by Chang et al. 2022). This would also help to motion whether the expenses do not go beyond the proposed budget set for the purposes. Cost escalation is expensed across each line of modifications. Thus these two metrics can be useful for both monitoring and measurement.
Porter’s five forces
| 5 forces | Impact |
| “Bargaining power of the buyers”
|
High |
| “Bargaining power of the suppliers”
|
High |
| “Threat of new entrants”
|
Medium |
| “Rivalry among the industries”
|
Medium |
| “Threat of substitute products and services”
|
High |
Table 3.2: Porter’s five forces
(Source: Self-developed)
Bargaining power of the buyers
The bargaining power of the buyers is high due to the increase in the demand for the products and services from the consumers. Buyers tend to increase the profitable rate through different offerings and this puts pressure in the long run on the TUI Company.
As per the view of (Li et al. (2020), the company buys the raw materials from the suppliers and the efficient supply chain has been made through the effectiveness of the suppliers. Differentiated value strategy could help in lowering the high bargaining buyers and it also helps to differentiate the price of the product in its segments
Bargaining power of the suppliers’
The bargaining power of the suppliers is high for the company of TUI thereby affecting the growth of the company as a whole. This is due to the company that is related to travelling agencies and tourism getting reduced due to the dominant decrease in the position of the profit margins in the market.
As opined by Chauhan and Sodhi (2019), the offerings of the company have made a certain attraction among the customers to maintain profit maximisation the customers enhance the business outputs in the airline industry. A diversification strategy could help in resolving the change in customer behaviour issues as a large customer base helps to mitigate the problem and it also provides the company with a streamlining for the increase in its sale and production process.
The threat of new entrants
Threat of new entrants is found to be medium, due to the innovative process and the things that are necessary to uplift the necessary pricing strategy, reduction of the cost and make new value propositions for the customers (Buijtendijk et al. 2021). This is due to the emergence of similar types of companies in the market.
In order to lower the threats, new innovative products and services have made a definitive pricing strategy to enhance the threat of new entrants in the market. As cited by Chauhan and Sodhi (2019), increasing the economy and the financial condition of the company has resulted in a change in building the economies to lower the fixed cost per unit.
Rivalry among the industries
The rivalry among the industries of the TUI company is considered as moderate as the existing companies tend to increase the rivalry in the organisation through competitive means. The competitiveness in the market allowed the company to focus on the drop-down price the decreased the overall profit margins of the TUI group.
This could be resolved through sustainable differentiation in the market on a large scale to compete among the competition in the market strategy (Buijtendijk et al. 2021). The pricing strategy could enhance the collaboration with other companies in order to expand the market size rather than compete in small markets.
Threat of substitute products and services
The threat of substitute products and services is high due to the service that other companies provide. This is due to the substitute products such as Dropbox and google drive for the storage criteria. In order to mitigate the threat, service-oriented programs are necessary rather than product-oriented programmes (Rana et al. 2022).
Understanding the needs and requirements and determination of the threat severity of the products and services could mitigate this risk and the requirement of the substitute goods would also facilitate the cost of the service in the company. Increasing the switching cost could also increase the probability of using consumer services for differentiated products and services.
Development of dashboard
Monitoring market activity
Monitoring of the market activity could be done through the analysis of different sources of data and this could be done through the data collection methods. This enhances the monitoring of the data that are collected through different sources of relevant data in the organisation.
Through the implementation of big data and cloud computing the data could also be monitored with the help of analytical tools such as SAP business objects, Qlick , and SAS business intelligence which helps to monitor the data dn it also provides a natural language search for the comprehensive visualisation of tube published reports that could be accessible in the mobile or computer.
Measurement of dashboard activity
The measurement of the dashboard could be done through the critical analysis of the programs that could influence the monitoring of the data and information that are required in order to have statistical details for the business performance. This allows the user to maintain communication of the things that are necessary for the development of the significant information required.
As cited by Aburumman (2020), the evaluation in the dashboard could also measure the asset for the business that tends to mitigate the issue of resolving the measures through general means. The goals of the consumer could be displayed along with the objective of the firms evaluating the general performance of the tools necessary that are necessary for the business development.
Optimal dashboarding is an essential measuring process that could inverse the availability of the things that are necessary to set the metrics while evaluating the design and the performance of the dashboard (Barabanova et al. 2020). Intimations that are required for the user could be overwhelmed through the effectiveness and the designs to evaluate different measurements in the monitoring process.
An analytical dashboard allows the company to evaluate the trends that are essential for the business output not resemble the differentiated products and services (Aburumman, 2020). It is generally represented through the analysis of the graphs that are required for the business analysis. The strategic dashboard helps to generate the aggregate evaluation of the things that are necessary for the growth and development of the why performance indicators and also helps in performing the analysis of any individual for particular data
Conclusion
It has been concluded from this work that a digital investigation has been made based on the digital techniques of the TUI group and the ways it helps the company to resize and regroup based on the requirements. Evaluation has been done based on the performance of the company and the ways it has enhanced the company with digital enhancement methods. The company has made a certain development in their marketing plan and certain metrics have been conducted for monitoring the work.
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