Assignment On Thomas Cook - Marketing, Marketing Mix & Promotional Mix

Added on -2020-02-05

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UniversityMarketing in Travel and TourismByDateNameLecturer’s name
Marketing in Travel and TourismContentsIntroduction.................................................................................................................................................3Task 1:.........................................................................................................................................................4LO 1. Understand the concepts and principles of marketing in the travel and tourism sector......................41.1 Discuss the core concepts of marketing for the travel and tourism sector..........................................41.2 Assess the impact of the marketing environment on individual travel and tourism businesses with inThomas Cook Group and tourist destinations concerning Morocco and Egypt.......................................51.3 discuss the factors affecting consumer motivation and demand in the travel and tourism sector.......51.4 analyses the principles of market segmentation and its uses in marketing planning at Thomas Cook Group.......................................................................................................................................................7Task 2:.........................................................................................................................................................9LO2: Understand the role of marketing as a management tool in travel and tourism..................................92.1 Analyse the importance of strategic marketing planning for a selected travel and tourism business (Thomas Cook) or tourist destination (either Morocco/Egypt)................................................................92.2 Discuss the relevance of marketing research and market information to managers in the travel and tourism sector concerning Thomas Cook Group....................................................................................102.3 Assess the influence of marketing on society..................................................................................11Task 3:.......................................................................................................................................................14LO3: Understanding the role of the marketing mix in the travel and tourism sector.................................143.1 Issues in the product, price and place elements of the marketing mix concerning Thomas Cook's summer 2017 holidays to Morocco and Egypt.......................................................................................143.2 The importance of service sector mix elements to the travel sector.................................................153.3 The concept of the total tourism product to an individual tourism business such as Thomas Cook.16Task 4:.......................................................................................................................................................18LO4: Be able to use the promotional mix in travel and tourism................................................................184.1 The integrated nature and role of the promotional mix....................................................................184.2 An integrated promotional campaign for Thomas Cook summer 2017 holidays.............................20Conclusion.................................................................................................................................................23Recommendations.....................................................................................................................................24References.................................................................................................................................................25Page 2 of 26
Marketing in Travel and TourismIntroduction Travel and tourism are considered to be the fastest growing sector in the UK and that contributes a large amount to the economist of the country. The increasing demands of the people have contributed a lot to the companies involved in this sector to grow and evaluate their marketing strategies and promote industrial objectives and goals. Thomas Cook is a UK based travel and tourism company whose marketing strategies are highlighted in the following assignment. The report focuses on the summer holiday trips to Morocco and Egypt that is being launched by the company. The core principles of marketing, marketing mix and promotional mix are summarizedhere.Page 3 of 26
Marketing in Travel and TourismTask 1:LO 1. Understand the concepts and principles of marketing in the travel and tourism sector1.1 Discuss the core concepts of marketing for the travel and tourism sectorThe need of the segment or the targeted group should be identified by the organization to understand their taste and demands, and this process is called marketing. After this, the company or the organization should fulfil the needs and the demands of the customer to gain more profits from the business. This is the best process for the travel and tourism sector, and the tourism company there basic and important process is to understand the need of the customer. In today’s world, travel and tourism sector are the most profitable business and also the world economy hasunderstood the importance travel and tourism business because it helps to boost the economy of a lot of countries. Now a days many developing countries is improving the tourism sector because it will help them to boost their economy because contributing lotto the economy of any of the country. So tourism is the important part of each and every country.The travel and the tourism company need to spread and proper in every country, and for that, the sector needs the strong strategy for the marketing. The travel and the tour sector needs to make proper planning to make the business effective over the world. The business all depends upon theeffective network which will be created by the company itself for getting high cooperation from the public or the market(Lo, Cheung and Law, 2011). The tourism marketing depends upon the best important techniques and marketing which is used in all marketing process of any company, but it should be innovative than other company or fromother plans. The principles which are adopted by the tourism sector will help them to gain more profit from their business(Liu, Schuckert and Law, 2015).Page 4 of 26
Marketing in Travel and Tourism1.2 Assess the impact of the marketing environment on individual travel and tourism businesses with in Thomas Cook Group and tourist destinations concerning Morocco and EgyptWhen the business activity is getting affected by the direct or the indirect types of all factor that is defined as the marketing environment. Whenever the business activity is monitored for the betterment of the company that time the environment is also changed. The business environment is the most important part of the business because the failure and the success depend upon this factors. The marketing environment has three basic concepts those are a micro environment, macro environment and the market environment. The business of the organization should understand the external factors but not the internal factors because the external factors give proper idea of the market and the customer it helps the company most to run their business. The business environment is the important part of each and every business because it has a large impact on the business of any company(Gertner, 2010).There are a lot of Tourism Company which is competing in the market to sustain themselves in this huge market. For that, they need proper marketing and promotion. The promotion is the vitalpart of this industry because after the huge promotion only people will come to know about the company after knowing then only people will come to them. For promotion, they need a proper attractive advertisement and package. The attractive package will attract the customer, and the package is a low budget package then it will be much easier for the company to attract all type ofthe customer in the market. For this, they should understand the need of the customer. 1.3 discuss the factors affecting consumer motivation and demand in the travel and tourism sectorThe factors are given below by which the customer motivation is affected in tourism sector:Page 5 of 26
Marketing in Travel and TourismGlobal economy: When the income of the customer is less or the turnover of some one's income is in the crucial stage that time it is difficult for the customer to travel or go on the tour. At that point, the earning become less, and the struggling gets more for the customer. For this reason, thetravelling business sometime can’t take the risk of huge budget tourism for that they go for a cheap budget which will attract all types of customer. Very a few days ago there was a downfall in the tourism industry which affected the all kind of economy at that point people showed interested to save their money for the future benefit. In 2009 the global travel saw a down fall of 5% in the tourism sector due to the recession in the world economy(Collignon, 2012). But when the world economy improves that time the tourism companies got the boost and again started to run their business successfully in the global market (Xie, Chen and Wu, 2015).The Internet and the social media: In today’s world online promotion is the best way to promote business for that the company has to take help of the internet and the social media sites. Social media is the platform where every people around the globe is connected, so the company choose the social media to promote their business in an easier way. Via social media the origination can interact with the customer they share there post, can write their blogs also can get the reviews from the customers. In this process, the customer can talk directly with the company and can ask the quarries. By the online process they can check the ticket availability, can see the space accommodation directly through the online. This helps the company to spread through business globally in the market because from the global market also opt for the better option and the company can earn more profit from this process(Barutcu and Tomas, 2013).Personal budget: Personal budget is the biggest factor in the tourism business which depends upon because there Ares some customers I the market who have enough money with them but then also they step back from the tourism but there are also some customer who doesn’t have Page 6 of 26

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