Marketing is about creating value of the product or service, the more value you add, the more competitive advantage you will gain in market competitions. The goal of marketing is to build and develop a strong relationship with the customer in a specific customer segment. In today's world of business marketing, the role of business marketing is to differentiate products and services, capture customer attention and retain them for long-term business engagements. Understanding the core market, identifying customer needs, wants, and demand, and coordinating these tasks is the goal of marketing to satisfy customers. Marketing can easily determine customer satisfaction criteria, market offerings, and value that customers care about. According to Kotler, P. and Armstrong, G. (2000), marketing seeks to attract more customers by adding the best value they need, offers the benefits of having the product or service and improves the relationship by regularly providing value-added services. Targeting and capturing customers is one of the most difficult tasks for businesses, marketing strategy makes it easier to capture customers effectively. According to G. Lancaster and F. Withey (2007), to be successful, businesses must be strongly market-oriented. Marketing builds relationships with customers by providing superior customer value and attracts them by providing value-added services and steadily increases the number of potential customers. Marketing understands customer needs, designs superior strategy based on needs, wants and demand, builds strong relationships with customers and captures value in return. Marketing creates customer loyalty and retention...... middle of paper ......rvice. In fact, Sheila gave great importance to market factors in her marketing plan. A better understanding of market information can be helpful for a successful marketing plan. Demand would be strong from previous customers for this new service and SMT would also be able to attract business from new customers. Offering short breaks via the Channel Tunnel and short trips based on the core customer segment and their preferences makes the business profitable due to the increased demand for short breaks and sufficient number of potential customers available in the UK market . This study shows that Sheila and her marketing team manage their business taking into account market research methods which have a great influence on the effectiveness of the marketing plan. By offering unique services and benefits, SMT can increase its brand awareness among customers in the UK..