Marketing is about creating value of the product or service: the more you add value, the more you will gain a competitive advantage in market competitions. The purpose of marketing is to build and develop a strong customer relationship in a specific customer segment. In today's world of business, the role of marketing is to provide product and service differentiation, capture strong customer attention, and build long-term customer loyalty. Understanding the core market, identifying customer needs, wants and demand, and coordinating these activities is the purpose of marketing to satisfy customers. Marketing can easily identify customer satisfaction criteria, market offerings, and value that customers are interested in. According to Kotler, P. and Armstrong, G. (2000), marketing tries to attract more customers by adding the best of the value they need, offers the benefits of having the product or service and enhances the relationship by regularly providing value-added services . Targeting and acquiring customers is one of the most difficult jobs for businesses, marketing strategy facilitates effective customer acquisition. According to Lancaster, G. and Withey, F. (2007), to be successful, companies must be highly market-focused. Marketing builds relationships with customers by providing superior customer value and attracts them by providing value-added services, as well as regularly increasing the number of potential customers. Marketing understands customer needs, designs a superior strategy based on needs, wants and demand, builds strong customer relationships and captures value in return. Marketing builds customer loyalty and retention… at the heart of the card… service. In fact, Sheila considered market factors very important to her marketing plan. A better understanding of market information can be helpful for a successful marketing plan. Demand for this new service from previous customers would be high and SMT would be able to attract business from new customers as well. Offering short stays on the Channel Tunnel and short trips based on the core customer segment and their preferences makes the business profitable due to the increase in demand for short stays and the presence of a sufficient number of potential customers available in the market of the United Kingdom. This study shows that Sheila and her marketing team manage their business by considering market research methods which greatly influence an effective marketing plan. By offering unique services and benefits, SMT can increase its brand image with customers in the UK.