IntroductionThere are many elements to developing a marketing strategy. However, each element of a marketing strategy should essentially add customer value to the products or services offered. In fact, the main purpose of marketing management is to bridge the gap between the multiple divisions of an organization and the internal and external business environment. Marketing management is responsible for various activities such as product development, promotion, pricing and distribution decisions, as well as market segmentation and market research (Briggs, 2001). The complexity in developing a marketing strategy is no less evident than in the tourism industry, one of the most competitive industries in the world. In the UK, holidaymakers spend around 36 million holidays abroad each year. Of these, almost half are “package holidays” – where the consumer purchases a complete package of accommodation, flights and other extras – all wrapped into one price. This is a highly competitive market with a small number of large tour operators (including MyTravel, Thomson Holidays, First Choice, JMC) all competing hard for market share (Business Casebook, 2004). Effective tourism marketing will create a competitive advantage for the tour operator by ensuring that its offering is superior to that of its competitors (Jefferson and Lickorish, 1991). This report focuses on the multiple factors that a company's marketing strategy must encompass to provide the greatest potential customer value. To illustrate the importance of these factors, the report will use tour operator MyTravel to provide examples of why each of these strategic factors plays an important role. At the same time, the structure of the report will be based on Nigel Piercy's concept that marketing strategy processes fall under customer definition, development or delivery (Piercy, 2002). Company Profile - MyTravel In November 2001, global tour operator Airtours launched MyTravel, an e-commerce initiative whereby it would connect several tour operators, with their brochures, call centres, high street shops and new media sales channels under one travel provider. The MyTravel channel covers consumers in the UK, Scandinavia, Germany and the US. The main problem therefore was to establish a marketing strategy for MyTravel which could take into account all the many elements of not only selling holidays but also the organization of the group's separate divisions (MyTravel, 2006). Defining Customer Value1. Marketing InformationEven before any marketing strategy can be devised, an organization will require specific information about the markets the company is targeting and the consumers within those markets (Sharpley, 2002).