Marketing Mix for Safe Street Food

This assignment explores the application of the marketing mix to promote safe street food in Nakhon Si Thammarat, Thailand. It delves into consumer decision-making processes regarding safe street food purchases, utilizing a pilot study framework. The analysis aims to provide valuable insights and recommendations for effectively marketing safe street food options within this specific region.

MARKETING IN TRAVEL AND
TOURISM SECTOR

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Explaining core concepts of marketing.................................................................................1
1.2 Analysing the marketing environment of London as a tourist destination...........................2
1.3 Explaining factors affecting consumer motivation and demand in the tourism sector.........3
1.4 Analysing the principles of market segmentation and discuss how organisation can use
these in marketing planning for London.....................................................................................4
TASK 2............................................................................................................................................5
2.1 Critically analyzing the importance of the strategic marketing planning for London as a
tourist destination........................................................................................................................5
2.2 Discussing the relevance of marketing research and market information...........................6
2.3 Assessing the positive and negative influence of marketing on the society.........................6
TASK 3............................................................................................................................................7
3.1 Identifying the elements of marketing mix and discuss their issues.....................................7
3.2 Discussing the importance of service sector mix elements...................................................7
3.3 Applying and discussing the concept of the 'total tourism product.....................................8
TASK 4............................................................................................................................................8
4.1 Assessing the integrated nature and role of the promotional mix.........................................8
4.2 Plan and justify an integrated promotional campaign for organisation................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

Illustration Index
Illustration 1: Core concepts of marketing.......................................................................................2
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INTRODUCTION
Marketing in travel and tourism sector can be determined as utilizing various tools and
techniques with contribution of which different tourism corporation aim for attracting visitors.
Tourist visit various destinations so as to know about new culture, custom as well as place. To
provide better services, travel agencies designs many packages that include popular places which
a visitor should visit (Benson, Tilbury and Wickens, 2012). Thomas cook is a organisation which
aids to promote travel and tourism services in London. The present report describes about the
core concepts of marketing in travel and tourism sector. It also introduces the role of marketing
tool in travel and tourism. It also interpret role of marketing mix in the present sector. In addition
to this, it states about the promotional mix in travel and tourism industry.
TASK 1
1.1 Explaining core concepts of marketing
Core concept of Marketing can be defined as social and managerial process by which
people obtained what they require through creating, offering as well as exchanging products of
value with others
Need, wants and requirements: It is major concept of marketing in travel and tourism
sector. With the aid of this factor, Thomas cook can find out requirements of visitors which can
aid to provide appropriate services by making different strategies (Chevalier and Serre, 2012).
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Illustration 1: Core concepts of marketing
(Source:Chevalier and Serre, 2012)

Products: Management of Thomas cook provide different types of travel and services
like holiday packages at popular places in London and knowledge about different travel and
tourist destinations. This concepts aids the corporation to manage their travel and tourism
operations in a appropriate manner.
Value, cost and satisfaction: Thomas cook provide these services in affordable prices in
the London (Christensen, 2010).In addition to this, organisation offer effective value instead of
money which aid to give satisfaction by fulfilling the needs and requirements effectively.
Exchange, Transactions and Relationship: Mainly Exchange is act of achieving a
desired product from anyone by giving something in return. Along with this, transaction contains
trade of values between two individuals or parties. Further, by offering better services,
organisation can make better relationship which oblige the visitors to take services of Thomas
cook again (Fesenmaier and et.al., 2012).
Market: Market can be determined as set of actual and potential consumers who
communicate with Thomas Cook to visit popular places of London by purchasing travel and
tourism packages.
Marketing and marketers: It means Working with markets to realize potential exchanges
for the aim of fulfilling needs and wants of visitors. This concept the aids the Thomas cook to
provide better services to consumers (McDonald, 2012). Here, organisation is markets which is
sell its travel and tourism services to consumers in appropriate manner.
1.2 Analysing the marketing environment of London as a tourist destination
For analyzing the marketing environment of London and their effect on the business,
management of Thomas cook can select perform macro and micro analysis.
Micro analysis
Customers: In this process, organisation can analyse the needs and requirements of
consumers which can aid to provide better services to them. Further, these practices can aid the
Thomas cook to create positive impact to offer better service which supports to increase the
sales (Voola and Yuksel, 2010).
Competitors: There are many rivals like Evans tours and travels of organisation in travel
and tourism market of London which affect the business. So proper analysis of market can aid
the Thomas cook to develop effective strategies which can aid beat sales of its competitors. It
can aid to positive impact on performance of business (Yoo and et.al., 2012).
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Suppliers: They also aids the organisation to provide better services like food,
transportations and accommodation to consumers. This process aids the Thomas cook to improve
present services by satisfying needs and requirements of consumers. Along with this, it can aid
the corporation to increase frequency of visitors which aid to produce positive impact.
Macro analysis
Political: Political aspects like taxes and tariffs, political stability and other laws aids the
management of Thomas cook to establish its business in London. They also aids the organisation
to promote London as tourist destination which supports to increase numbers of visitors (Voola
and Yuksel, 2010). As a result, these activities can aid corporation to create positive impact on
its running business in travel and tourism sector.
Economical: Economic aspects such as inflation rate, Gross domestic product, supply
and demand of tourism sector, exchanger rates effective which aid the management of Thomas
cook to promote travel and tourist destination of London. It also aids the organisation to expand
its business which aids to create positive impact on its business.
Social: There are many social factors like income level of people, lifestyle, current trend
towards tourism as well as their needs and requirements aids the Thomas cook to increase its
sales by better tourism services in the market. In addition to this, it can support the organisation
to management its travel and tourism operations effectively (Verma, 2012).
Technological: Technological factors like communication facilities and service providing
efficiency to consumers are effective which contribute effectively to manage its travel and
tourism operations effectively. In addition to this, they can help the Thomas cook to produce
effect on its running business in London.
1.3 Explaining factors affecting consumer motivation and demand in the tourism sector
There are many factors which affect consumer motivation and demand towards travel and
tourism destination of London.
Social: Many family members, children as well as others also show their interest to visit
London city due to attractive locations which aids to increase their motivation and demand in
the travel and tourism sector. Some of them are defined below in the points.
Personal: it also create impact on youngsters to increase motivation and demand for
visiting London city due to effective adventure places (De Mooij, 2013). Due to this reason,
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travel and tourism organisations increases their business by providing better services in
appropriate manner.
Psychological: Suggestion of friends and colleagues as well as interest of leaning
regarding ancient tourist destinations like historical monuments increases motivation and
demand in all kind of visitors to visit London city.
1.4 Analysing the principles of market segmentation and discuss how organisation can use these
in marketing planning for London
Generally marketing segmentation can be defined as strategy which can aid the firm to
target market. It aids the management of Thomas cook to attain its goals and objectives in a
appropriate manner. In addition to this, selected segment can aid the corporation to fulfil
requirements and needs of visitors in London (Hartley and Claycomb, 2013). It helps the firm to
make bettet travel and tourism strategies.
Principals of marketing segmentation
Demographic segmentation: Management of Thomas can make marketing plan on the
basis of income of people, their age and sex.
Geographical segmentation: Corporation can make approach on the base of
geographical areas to provide better travel and tourism services in london.
Behavioural segmentation: Thomas cook can make tourism strategy on the basis of
attitude, lifestyle and nature of visitors to attract visitors in London city.
Marketing planning can be determined as process to identify current position and
strategies for certain amount of time (Hwang, Jani and Jeong, 2013). For this, organisation can
use SOSTAC model for better marketing planning. Principals of marking segmentation also aid
the Thomas cook to make better marketing plan for London which can aid to attract the visitors.
SOSTAC model
Factors Description
Situation analysis For this, Thomas cook can use SWOT analysis and PESTLE analysis
Objective setting By making better tour and holiday packages as per current trend of
visitors in London
Strategy
development
By emphasizing on segmentation, targeting and positioning to make
successful marketing plan for London (Khongtong and et.al., 2015).
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Tactical
development
By focusing how given strategy or approach can be achieved
Action By implementing marketing plan with aid of financial, operational and
human resources.
Control By monitoring each step of marketing plan is working properly or not.
TASK 2
2.1 Critically analyzing the importance of the strategic marketing planning for London as a
tourist destination
Strategic marketing is a procedure which aids the organization to develop plans and
apply them effectively. For this, Thomas cook can use Product life cycle and SWOT analysis for
London as tourist destination which aids to analyse importance of strategic marketing planning.
Product life cycle: According to Liano (2012), it is useful to make changes on the
tourism services which they offers. It is divided in four stages like introduction, growth,
maturity and decline (Liano, 2012). As per Maulina and Kusherdyana (2014), in the first stage,
Thomas cook uses various tools which aid to promote their tourism package regarding London.
In the growth stage, customers are aware about the product in the market (Maulina and
Kusherdyana, 2014). Omar,Ab Karim and Omar (2015), In the Maturity stage, organization can
get maximum profit by increasing sales of its tourism services. For this, Thomas cook apply
different strategies such as discounts, additional services to maintain its market share. In the
decline stage, organization should make new packages which can aid to attract the consumer by
making new strategic plan (Omar,Ab Karim and Omar, 2015).
SWOT analysis: According to Petroman and et.al (2012), SWOT analysis is also
important strategic marketing planning because it aids to analyse strength, weakness,
opportunities and threats of Thomas cook organisation. In addition to this, it aids the organisation
to make better holiday packages and promotional strategies which aid to advertise London as
tourist destination in a appropriate manner (Petroman and et.al., 2012). Other wise, management
of Thomas cook can face complexities to make better strategies. Hence strategic marketing
planning is important for organisation to manage organisational operations (SWOT Analysis
Examples for Every Business Situation. 2013).
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2.2 Discussing the relevance of marketing research and market information
Generally, market research is important for managers of Thomas cook to identify needs
and requirements of visitors which aid to make appropriate strategies to fulfil them. Further,
proper market research provides appropriate marketing information which aid to appropriate
decision for managers of Thomas cook. In addition to this, it also aids the organization to analyse
the market information competitors in the market (Szutowski, 2015). So it can play important
role for management of Thomas cook to make appropriate competitive strategies effectively.
This activity can aid the organisation to increase sales of travel and tourism services effectively.
Along with this, it can help the corporation to increase its market share in London.
Market research support the managers of Thomas cook to analyse current issues and
barriers in present travel and tourism sector of London. This kind of market information can
guide the organisation to sort these issues by doing modification current holidays packages. This
practices can aid the corporation to increases the frequency of consumers in a appropriate in
London city (Wilson and et.al., 2012).
2.3 Assessing the positive and negative influence of marketing on the society
Marketing can be defined as tool which aid the organization to create appropriate
awareness about organizational products and services in present sector. It has also some positive
and negative effect on the society of London.
Environmentalism: Marketing activities contribute effectively for environment of society
of London for create positive impact because it aids community to create awareness about travel
and tourism services which provides effective enjoy and experience to know about tourist
destinations of city.
Consumerism: Some times, marketing activities of Thomas Cook create negative impact
on the society of London because consumers do not get desired services as per organizational
standards in the city (Benson, Tilbury and Wickens, 2012).
Public policy: Marketing activities of Thomas cook and other organizations to promote
public policies which aids the society to increase its knowledge and information.
Responsibility: Marketing activities of organisation create positive create positive effect
on the various communities of London by realising their role and responsibility. In addition to
this, it also aids the government to develop travel and tourism sector in a appropriate manner.
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TASK 3
3.1 Identifying the elements of marketing mix and discuss their issues
There are elements of marketing mix like product, price, place and promotion in which
management of Expedia faces many issues.
Product: Organisation faces many issues regarding formulation and development
because there is less scope of innovation. In addition to this, Expedia also suffers with many
complexities in product differentiation and branding due to presence of competitors in travel and
tourism sector (Chevalier and Serre, 2012).
Price: Management of corporation faces issues to design pricing strategies due to several
aims, need and requirements of consumers. As a result, Expedia and other tour operator
organisation are unable to provide better tour and travel service in the United Kingdom.
Place: corporation suffers with issues regarding selection of place due to presence of lot
of travel and tourism destinations. Due to this cause, Expedia realises complexities to develop
effective travel and tourism business strategies in the present sector.
Promotion: management of enterprise face issues regarding selection of promotional
strategies due to lot of tourism services. In addition to this, higher expenditure on advertisement
and promotion create issues for Expedia to conduct promotion for its travel and tourism services
in the United Kingdom (Fesenmaier and et.al., 2012).
3.2 Discussing the importance of service sector mix elements.
There are many service sector mix elements which are described as follows.
Price: It is also important for management of organisation to select price regarding travel
and tourism services by considering many factors like current market trends and price of
competitors in the present sector (McDonald, 2012).
Product: It aids the Expedia to make new tourism products and services for providing
facilities to consumers on the basis of their needs and requirement and innovative thinking.
Place: It helps the organisation to select new place on the basis of many factors like
popularity of tourist destinations and frequency rate of consumers in particular place.
Promotion: Expedia promotes products and services through television, social media,
celebrities and newspapers which aids to create appropriate awareness in mind of people
(Service Marketing Mix. 2016).
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Physical evidence: Generally, physical evidence in service industry is linked with
buildings, sightseeing as well as hotels which aids the Expedia to attract many visitors.
Process: Mainly, organisation uses tool and techniques like consumer relationship
management and Enterprise resources to provide better services to consumers by making better
strategies on the basis of latest information in the market.
People: Management of Expedia select skilled and talented employees to offer travel and
tourism services to visitors. These staff members also aids to sort different service related issues
of consumers in a appropriate manner (Voola and Yuksel, 2010).
3.3 Applying and discussing the concept of the 'total tourism product
Tourism product is a commodity which is marketed by Expedia organisation in order to
lure visitors to for specific tourist destination. A tourism product aids to promote tourist elements
of a United Kingdom. For example: organization can sell product on the name of “Travel for real
life”.
Primary requirements: The main requirement of customer to travel the United Kingdom
can be better knowledge regarding its ancient history, historical and cultural places as well as
adventures. It can attract the travellers to visit UK for taking fun and better experience. In
addition to this, management of Expedia can provide travel and tourism services by showing
these places in a appropriate manner (Yoo and et.al., 2012).
Secondary needs: There are many secondary requirements like visiting natural beauty,
shopping and other reason which attract the visitors to visit United Kingdom. In addition to this,
accommodation, food are considered as secondary needs of tourist.
TASK 4
4.1 Assessing the integrated nature and role of the promotional mix
Promotion mix play important role for management of Expedia to create appropriate
awareness travel and tourism services in a appropriate manner. For this, organisation can
consider various approaches.
Advertisement: It is effective approach for Expedia corporation to promote its services
in the United Kingdom. For this, corporation can use television, radio, newspapers as well as
magazines to create knowledge and information regarding its travel and tourism services in the
mind of people (Verma, 2012).
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Public relationship: Public relationship is effective approach to create better image and
value front of consumers in the market. For this, management of Expedia can conduct social
events and charity functions as well as corporate social responsibility which can aid to increase
its business in the United Kingdom.
Sales promotion: Sales promotion contribute effectively for Expedia to increase sales of
travels and tourism services. For this, organisation can conduct different activities like coupons,
contest as well as discounts to consumers which can aid to increase its business in the travel and
tourism sector (De Mooij, 2013).
4.2 Plan and justify an integrated promotional campaign for organisation
There are many step for planning of promotional campaign which aid to manage its
operations in a appropriate manner. It is described below in the points.
Step 1: Analysis of demand: For this, Expedia can find out needs and requirements of visitors
regarding different tourist destinations which aid to fulfil them effectively in the present sector.
Step 2: Selection of communication channels: For this, management of corporation can
consider the social media marketing strategies to effectiveness of products. This process can aid
Expedia to manage its travel and tourism operations.
Step 3 Determination of Objectives: The main aim of promotional campaign is to lure and
attract the consumers to sell its travel and tourism services of organization (Hartley and
Claycomb, 2013).
Step 4: Analysing advertisement techniques: There are many techniques like television adds,
radio, print adds, mail as well as posters which can be used by Expedia in the market.
Step 5 Deciding budget: As per present research, it can invest at least 1000 pounds to implement
this plan in a systematic manner.
CONCLUSION
From the report, it is found that Core concepts of marketing aid the Thomas cook to
make better strategies in a appropriate manner. Macro and Micro environment aids the
organisation to manage its operational in travel and tourism sector of United Kingdom. Further,
Marketing research support the management of Thomas cook to find out needs and requirements
of visitors. In addition to this, role of marketing mix helps the Expedia organisation to increase
sales of travel and tourism services. It can be concluded that Role of promotional mix contribute
effectively to increase revenues of corporation in a appropriate manner.
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REFERENCES
Books and journals
Benson, A. M., Tilbury, J. and Wickens, E., 2012. Sustainable Tourism Management and
Marketing. Journal of Hospitality Marketing & Management. 21(7). pp.703- 709.
Chevalier, C. and Serre, L. D., 2012. Marketing travel services to senior consumers. Journal of
Consumer Marketing. 29(4). pp.262 – 270.
Christensen, S., 2010. Frommer's Dubai. John Wiley & Sons.
De Mooij, M., 2013. Global marketing and advertising: Understanding cultural paradoxes.
Sage Publications.
Fesenmaier, R. D. and et.al., 2012. Informing destination recommender systems design and
evaluation through quantitative research. International Journal of Culture, Tourism and
Hospitality Research. 6(4). pp.297 – 315.
Hartley, R.F. and Claycomb, C., 2013. Marketing mistakes and successes. Wiley.
Hwang, Y.H., Jani, D. and Jeong, H.K., 2013. Analyzing international tourists' functional
information needs: A comparative analysis of inquiries in an on-line travel forum. Journal
of Business Research. 66(6). pp.700-705.
Khongtong, J. and et.al., 2015. Reliability and Validity of Consumers’ Decision Making
Investigation of Safe Street Food Purchasing, Pilot Study in Nakhon Si Thammarat,
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Liano, K., 2012. A threshold citation analysis in marketing research. European Journal of
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Marketing Mix of Mice Tourism Attraction (Meetings, Incentives, Conventions and
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McDonald, M., 2012. Market Segmentation: How to Do It and How to Profit from It. John Wiley
& Sons.
Omar, S.R., Ab Karim, S. and Omar, S.N., 2015. Exploring International Tourists' Attitudes and
Perceptions: in Characterizing Malaysian Heritage Food (MHF) as a Tourism Attraction
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Petroman, I. and et.al., 2012. Solutions for destination management on agri-tourism farm.
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Szutowski, D., 2015. Impact of Innovation on the Market Value of Tourism Enterprises:
Approaches and Metrics. Studia Oeconomica Posnaniensia. 3(2). pp.181-200.
Verma, V. H., 2012. Services Marketing: Text and Cases, 2/e. Pearson Education India.
Voola, R. and Yuksel, U., 2010. Travel trade shows: exploratory study of exhibitors' perceptions.
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Wilson, A. and et.al., 2012. Services marketing: Integrating customer focus across the firm (No.
2nd Eu). McGraw Hill.
Yoo, J. and et.al., 2012. The roles of personal innovativeness and push vs pull delivery methods
in travel-oriented location-based marketing services. Journal of Hospitality and Tourism
Technology. 3(2). pp.86 – 95.
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Online
Service Marketing Mix. 2016. [Online]. Available Through:
<http://www.marketing91.com/service-marketing-mix/>. [Accessed on 27th July 2016].
SWOT Analysis Examples for Every Business Situation. 2013. [Online]. Available through:
<http://pestleanalysis.com/swot-analysis-examples/>. [Accessed on 27th July 2016].
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