Marketing Strategies for Thomas Cook

The assignment provided is about analyzing the marketing strategies of Thomas Cook, a hospitality industry company. The report covers the process of marketing planning, which includes identifying objectives and goals, analyzing strengths and weaknesses, and implementing business strategies. It also discusses the use of different media types to expand business and promote public relations. The report concludes that various types of sales promotion and public relation are helping in the business.

Marketing in hospitality

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Concepts of marketing......................................................................................................1
1.2 Assess the impact of the marketing environment ............................................................2
1.3 Evaluate the relevance of consumer markets...................................................................2
1.4 Discuss the rationale for developing different market segments......................................3
TASK 2............................................................................................................................................3
2.1 Assess the importance of the components of marketing mix ..........................................3
2.2 Analyses pricing strategies and policies...........................................................................4
TASK 3............................................................................................................................................5
3.1 Evaluate the role of the promotional mix.........................................................................5
3.2 Plan an advertising campaign...........................................................................................6
3.3 Analyses the role that sales promotion and public relations............................................6
TASK 4............................................................................................................................................7
4.1 Discuss the relevance of market research ........................................................................7
4.3 Analyses the suitability of different media for marketing................................................8
4.4 Evaluate the implementation of the marketing plan.........................................................8
CONCLUSION ...............................................................................................................................9
REFERENCES .............................................................................................................................10

INTRODUCTION
In this report explain that marketing concept of Thomas cook, various factors affecting
the marketing environment, importance of consumer market, evaluating the marketing
segmentation of the industry. Assessing the marketing mix components importance, analysing
and implementing the policies and procedures of pricing strategies, evaluate the role of
promotional mix and planning the advertising campaign.
TASK 1
1.1 Concepts of marketing
Marketing is the concept of buying and selling of goods and services for the customers.
In Tomas cook, marketing is the concept of completion of customers needs and wants. It is to
analysis of customers needs and wants in Thomas cook. The concept is to making the decision
on the behalf of needs and wants of the customers. Marketing concept is to defined through
some concept:
Production concept
Production concept is including in the marketing concept. The concept is issues which is
related to the production and manufacturing process of goods (Bowie and et.al., 2016). In the
manufacturing process, goods are available which are fulfilment of customers needs and wants.
Product concept
Product concept is includes that produce those goods which are customer wants.
Customer wants in better quality and quantity in available products. Products is related to the
goods which is available for customer needs and wants (Cook, Hsu and Marqua, 2014) .
Products concept is to defined and identify the what is demand of the customers so that
production of the goods according to the customers demand.
Selling concept
Selling concept is the concept of products selling and promoting. After the production of
the goods it is difficult to decided that how to sell and promote of the goods so that consumer
will buy the products (Kandampully, Zhang and Bilgihan, 2015).
Marketing concept
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Marketing concept includes production , products and selling concepts. Marketing
concept is the focusses on the customers needs and wants (Liew, 2014). Marketing concept is
also focused on target customers and brand image of products.
1.2 Assess the impact of the marketing environment
Marketing environment consist of two factors micro factors and macro factors. These
factors affecting the environment of the marketing. In micro environment including the factors
which is affected of the customers, dealers, competitors and public in Thomas cook. In macro
environment includes the factors which is affected of political, economy, social and
technological in Thomas cook (Pappas, 2015). Micro and macro factors are affecting the
decision making related to marketing. These factors affecting the production and selling of the
products in the market. Micro and macro environment includes in internal and external
environment of the marketing. These environment influences of the making the strategies related
to marketing. In micro environment suppliers may affected for the suppliers of goods, customer
affected for the completion of needs and wants, competitors may affected of the competition in
micro environment. In the macro environment political factors includes government rule, laws
and regulation related to marketing strategies, economy factors includes interest rates, taxes,
inflation and government funding related to marketing strategies, social factors includes lifestyle,
tastes and preferences of the customers. Macro environments factors are affecting the buying
behaviour of the customers in Thomas cook (Perera and Perera 2018).
1.3 Evaluate the relevance of consumer markets
In the Thomas cook, evaluating the consumer's behavior, it is easy to find out the what
customer needs and wants. Thomas cook is the travel group which is provided travel and tourism
services to their customers. Customers behavior means customer needs and wants in Thomas cook. .
Consumer behavior includes some social factors like consumers taste and preferences, entering the
competitors against the Thomas cook, etc. factors are affected (Tsai, Dev and Chintagunta, 2015).
New policies and strategies related to travel and tourism sectors is also affected the consumer
behavior and consumer decision making. Thomas cook's customers are very loyal and satisfied with
the services which they are providing. Consumers are follows and adopt the new policies and
strategies related to travel and tourism services in Thomas cook. Thomas cook is to adopting the new
strategies and policies in the industry which is fulfillment and satisfaction of the customer needs and
wants. Thomas cook may be affected with their competitor because their competitors are introduced
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the new products and new brands of affecting the consumers of Thomas cook (Yadav, Kumar
Dokania and Swaroop Pathak, 2016).
1.4 Discuss the rationale for developing different market segments
Market segments means to focus on the target customers who has buying the products
which is satisfied with their needs and wants. In Thomas cook, market segment is help for tourist
package which satisfied with the demand, needs and wants. Market segment is the defined some
different segment such as demographic, geographic, behavioural and psychographic.
 In the demographic segment include age, gender, occupation, income and family size etc.
related to customers in the Thomas cook.
 Geographic segment includes different languages and location related to target customers
(Tsai, Dev and Chintagunta, 2015).
 Behavioural segment includes different behaviour on the basis of taste and preferences of
the customers of the Thomas cook.
 Psychographic includes different activities and interest of the customers, lifestyles of
customers, behaviour of consumer buying the travel services of Thomas cook. Thomas
cook is to adopted strategies and innovative ideas for targets customers for providing the
better services. They are providing the services according to age, gender,
occupation ,lifestyles, income, family size and other segment so that customer is free for
adopting the strategies of Thomas cook. Customers are relaxed adopting the Thomas
cook services. There is no problem for customers to fulfilment of needs and wants
(Perera and Perera 2018).
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Advantage Buyers Black Box Limitations

TASK 2
2.1 Assess the importance of the components of marketing mix
In Thomas cook, marketing mix is very important components for the industry and customers
as well. Marketing mix is to define 4p's like product, price ,place and promotion.
Products Price Place Promotion
 In Thomas
cook, products
include food,
travels, hotels,
and insurance.
 There are
different
groups in
Thomas cook
such as airlines
, retail, and TV
etc.
 They are also
providing the
different types
of holidays for
the customers.
 Customers are
giving the
feedback so
that Thomas
cook improves
their products.
 Thomas cook's
price is
reasonable and
competitive.
 It is easy for
customers
which is used
of Thomas
cook products.
 For targeting
they are
providing good
discount in off
seasons.
 They are
providing the
premium
strategy for the
customers
(Radojevic,
Stanisic and
Stanic, 2015).
 They are
providing
 Thomas cook
available in
online stores
and physical
stores.
 They are
providing
holiday life
style company.
 They are
available
reasonable
price for
abroad holiday.
 They can
available in the
form of resorts
as well.
 They can
provide
services in
hotels and
holidays
packages
 Thomas cook,
promoted their
product by
advertising
such as
newspaper,
magazines,
TV , internet
and other of
advertising.
 For targeting
the customers it
available in
social media as
well.
 They can make
of tag line “let's
go”.
 By marketing
research social
media is the
best for
Thomas cook
(Kim, Vogt
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reasonable
prices of
services.
company. and Knutson,
2015).
2.2 Analyses pricing strategies and policies
Thomas cook is adopting strategies and policies according to their target customers to
fulfillment of needs and wants. Thomas cook provided same price in online booking and
physical stores for holidays. In the off seasons they can provide discount for the customers.
Thomas cook provides all the services for reasonable price because the customers has to bear of
prices for luxury travels (Bowie and et.al., 2016). For the targeting customers Thomas cook can
be changed the pricing policies and strategies. They are adopting pricing strategies and policies
for competition based pricing and cost based pricing .
Thomas cook has adopting the strategies and policies of pricing more targeting the
customers . Thomas cook provides meals and accommodation for better prices. They are
providing the prices of products for better luxury. They can also provide in the resorts as well
because of different holidays packages. Thomas cook is adopting the various types of pricing
strategies and policies for profit maximization in their industry. Thomas cook provided
competitive pricing on their products (Kandampully, Zhang and Bilgihan, 2015). Thomas cook is
also analysis the pricing strategies and policies. Thomas cook is providing the brands of products
for reasonable pricing. Thomas cook adopted pricing strategies and policies which customer can
be afforded.
TASK 3
3.1 Evaluate the role of the promotional mix
Public Relations :
Thomas cook is adopted public relation strategy to interaction with the customers for
targeting. They are promoted their products at discount in off seasons for more and more
customer of buying their products.
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Promotional mix is the sources of promote and sales of the products. There are various sources
of promotion such as advertising, personal selling, direct selling and other sources considered as
promotion. Thomas cook can adopted promotion mix through advertising in newspapers,
magazines , internet and TV, they can promote in physical stores as well. Thomas cook adopted
promotion mix strategies for targeting the customers and profit maximization.
Sales Promotion
The role of promotion mix is very important for the industry and targeting the customers
and earn more profit (Perera and Perera 2018. They are promoted their products at discount in
off seasons for more and more customer of buying their products. They can promote their
products on festivals for giving the holidays package. They can promote their products for more
attracting the customers. Adopting the promotional mix to aware of the customers of Thomas
cook products.
Advertising
Promotional mix is also adopted to increasing the availability of products of Thomas
cook. Through promotional mix is easy way of sales of the products. Thomas cook products is
been promoted in social media, online websites, TV, hoarding etc. (Kim, Vogt and Knutson,
2015 ).
Sponsorship
3.3 Analyses the role that sales promotion and public relations
(A)
Sales promotion is also strategies which is used in Thomas cook. In the sales promotion various
types are using in selling of the products. Such as techniques personal selling, direct selling etc. in another
techniques use in selling of products such as free coupons, gifts, discount on the travel in Thomas cook. In
off seasons Thomas cook is providing the discount offer on travel booking. There are provided holiday
package of the customers in special events. Thomas cook is to provided best voucher for the children and
citizens as well. Thomas cook is analysis the sales promotion and public relation for profit maximization and
targeting the customers (Radojevic, Stanisic and Stanic, 2015).
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(B)
Thomas cook is adopted sales promotion and public relation for selling products and
targeting the customers. Public relation is to maintain the relationship between the customers and
industry. Thomas cook can focuses on the public relation. In public relation includes publicity of
products in front of the customers. Publicity includes launching the new products in the market.
Publicity is the sources of promote and sales in the market. Publicity means to promoted of the
products some special events and festivals (Yadav, Kumar Dokania and Swaroop Pathak, 2016).
Thomas cook is adopting the public relation strategy for earn profit and targeting the customers.
Public relation is the process of selling the products.
4.1 Discuss the relevance of market research
Marketing research is the systematic way of analysing, identifying the information related
to industry. Marketing research is the process to generating, evaluating and defining of
marketing information is the beneficial for the industry. The importance of marketing research is
to identify the target customers and competitors in market. In Thomas cook, can also adopt
marketing research is to identify competitors strategies and targeting customers. Marketing
research is important for identification of customers needs and wants, identification of strength
and weakness, creates opportunities, improving the sales activities, introducing the new products
in the market (Bowie and et.al., 2016). Thomas cook is can adopting marketing research
according to customers need and wants, to earn profit and faced problems of entering the
competitors in the industry. Through marketing research Thomas cook confirmed that social
media is correct and right decision of the marketing so that Thomas cook use of social media for
attracting and targeting customers . From marketing research Thomas cook is find out the
problems related to the marketing expenses and marketing strategies. Marketing research is the
important of identifying the relationship between the customers and industry. From marketing
research, Thomas cook is find out that how to earn more profit from the customers. Marketing
research is help in decision making of customers needs and wants, changes in policies and
procedures of Thomas cook (Perera and Perera 2018).
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TASK 4
3.2 Plan an advertising campaign
Thomas cook is planning a campaign of advertising for targeting the customer their tour
and travels. They can plan and designing their online website according to customers needs and
wants.
 The purpose of Thomas cook id to provides services for holidays and festivals. They can
provides services for relax of the customers. They can provide reasonable prices on the
services in the off seasons.
 Through advertising they can adopt needs strategies for profit maximization fr their
industry (Tsai, Dev and Chintagunta, 2015).
 The objectives of the campaign to better services provide to their customers. They can
adopt smart objectives strategies:
 Specific: In the industry all the strategies must be specific and clearly defined.
 Measurable: In the industry cost of services should be measures.
 Achievable: They can adopt these types of strategies which is help for achieving the
objectives and goals (Radojevic, Stanisic and Stanic, 2015).
 Relevant: All the evaluation and implementation of the strategies should be relevant for
industry.
 Time oriented: It means all the services should be provide on the time and Thomas cook
is efforts for time oriented strategies.
 The measurement and evaluation is the process of advertising campaign. They can
evaluating the all the strategies and measurement of the all the cost of advertising
campaign. (Parente and Strausbaugh- Hutchinson, 2014). Through social media
advertising they can easily provide services of the customers.
Advertising campaign is important for Thomas cook because they adopted customer-focused
approach. So that they planning and execution their campaign. All the employees and management has
to be equal participation in the advertising campaign. There are use some poster and other equipment in
their campaign. They can more efforts in advertising campaign.
4.2 Undertake market research for an appropriate product or service.
Primary Method
Exploratory: Exploratory research is the
Secondary method
Qualitative: Qualitative research is the
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methods of research design. It means solve
the problem related to research. It can
explain background of research.
Observation: Exploratory research is to
identified through interviews and
questionnaires.
primary research. It can used ton
understand the thoughts, ideas and
opinions.
Quantitative: Quantitative research is the
research can be done large population. In
this research variables are included.
Questionnaire
Name:
Date:
1. Do you use of social media websites ?
(A) Yes
(B) No
2. Do you considered social media as an travel booking?
(A) Yes
(B) No
3. Are you satisfied with online travel booking?
(A) Highly satisfied
(B) Satisfied
(C) Not satisfied
4. What do you refer the most while booking online?
(A) customers reviews
(B) Price policies
(C) No. of option to choose from
5. If you were given an option, would you like to suggest any change in the websites you
use for online booking travel?
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
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4.3 Analyses the suitability of different media for marketing
Thomas cook use different types of media to promote their products and services.
Thomas cook is using the print media and social media as well. Thomas cook is using the
newspaper ads, magazines, and hoarding ads etc. but by the marketing research, Thomas cook
has to be confirmed that social media is the best for promoting the products because now days
every person use of social media and they aware of all the things, social media like Facebook,
Instagram, what's up, and other social media, and they can also check the different kinds of travel
and tourism websites for the tour and holidays trips (Radojevic, Stanisic and Stanic, 2015).
Thomas cook is using print media but their focus on social media. They can spend huge amount
of money on their websites. They are innovative designing and creating websites which is
attracting the customers and targeting the customers. They can also advertise in the newspaper
and magazines as well. Through marketing research, in the Facebook the large number of
viewers can be supported of Thomas cook as in the travel and tourism industry. Thomas cook
has to be modified their websites and Facebook pages because they want that how to customers
will attract in front of the products (Kim, Vogt and Knutson, 2015).
4.4 Evaluate the implementation of the marketing plan
Marketing planning is the planning of marketing strategies and policies. Marketing implementing
is the implementation of the marketing strategies and policies. Thomas cook can planning and
implementation of the market strategies and policies related to their business. Marketing planning and
implementation is to help for what happen in the market, updating the competitors, pricing strategies and
updating the other strategies. Thomas cook can planned and implemented their business strategies and
policies for earn the profits and target the customers (Cook, Hsu and Marqua, 2014). Thomas cook is
evaluating and analyzing the business strategies for providing the better services of the targeting the
customers. Marketing planning is the process to identify the goals, vision and mission of the industry,
analysis the strength and weakness of business, evaluate the marketing strategies of industry and to
implement the marketing plan. Thomas cook is adopted the process of marketing planning. Marketing
implementation is the process of evaluating and analyzing the marketing planning for achieving the
industry goals. Thomas cook is adopting the process of marketing implementation. Thomas cook is
adopting strategies such as identifying the objectives and goals, analyzing their strength and weakness of
business, evaluating and implementing their business strategies (Tsai, Dev and Chintagunta, 2015).
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CONCLUSION
In this report it concludes that different types of media is help for expanding the
business, various types of sales promotion and public relation is also helping in the business.
Through marketing research, it may help what types of strategies are used in industry and what
types of media used in advertising their services of the industry.
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REFERENCES
Books and Journals
Bowie, D. and et.al., 2016. Hospitality marketing. Taylor & Francis.
Cook, R. A., Hsu, C. H. and Marqua, J. J., 2014. Tourism: the business of hospitality and travel.
Boston, MA: Pearson.
Kandampully, J., Zhang, T. and Bilgihan, A., 2015. Customer loyalty: a review and future
directions with a special focus on the hospitality industry. International Journal of
Contemporary Hospitality Management. 27(3). pp.379-414.
Kim, M., Vogt, C. A. and Knutson, B.J., 2015. Relationships among customer satisfaction,
delight, and loyalty in the hospitality industry. Journal of Hospitality & Tourism
Research. 39(2). pp.170-197.
Liew, F. Y. F., 2014. Winning Potential Customers through Online Complaint Management: A
Case of Malaysian Hospitality Industry (Doctoral dissertation, INTI International
University).
Pappas, N., 2015. Marketing hospitality industry in an era of crisis. Tourism Planning &
Development. 12(3). pp.333-349.
Perera, G. R. and Perera, I., 2018. Influence of Social Media Marketing on the Brand Image of
Organizations in the Hospitality Industry of Sri Lanka. In Media Influence:
Breakthroughs in Research and Practice (pp. 371-383). IGI Global.
Radojevic, T., Stanisic, N. and Stanic, N., 2015. Ensuring positive feedback: Factors that
influence customer satisfaction in the contemporary hospitality industry. Tourism
Management. 51. pp.13-21.
Tsai, Y. L., Dev, C. S. and Chintagunta, P., 2015. What’s in a brand name? Assessing the impact
of rebranding in the hospitality industry. Journal of Marketing Research. 52(6). pp.865-
878.
Yadav, R., Kumar Dokania, A. and Swaroop Pathak, G., 2016. The influence of green marketing
functions in building corporate image: Evidences from hospitality industry in a
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developing nation. International Journal of Contemporary Hospitality Management.
28(10). pp.2178-2196.
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