Comparison of 7P’s of marketing mix between TUI and Thomas Cook
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This article compares the 7P’s of marketing mix between TUI and Thomas Cook, focusing on their strategies and approaches in product, price, place, promotion, process, people, and physical evidence.
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TABLE OF CONTENTS LO3..................................................................................................................................................3 P3 Marketing mix strategy...........................................................................................................3 Comparison of 7P’s of marketing mix between TUI and Thomas Cook..............................3 REFERENCES................................................................................................................................7
LO3 P3 Marketing mix strategy It is a strategic marketing tool that comprises number of actions which are undertaken by organization to influence it’s brand and products in it’s business market. It contains seven elements such as product, price, place, promotion, process, people and physical evidence that usesby companytodevelop strategiesanddifferentiateit’sproductsand servicesfrom competitors in the business market (Syapsan, 2019).Marketing mix strategy is used by TUI to differentiate it’s brand from Thomas Cook and each organization implement this framework to achieve their goals and objectives effectively. Comparison of 7P’s of marketing mix between TUI and Thomas Cook 7P’s ElementsTUIThomas Cook Product Companyhasfolloweddiversified brandportfoliostrategytobuild strong customer base and meets their objectives.Toimplementthis strategyhasareasonsuchas company has goal to engage more than50%UK’svisitorswithit’s diversebrandedproductsasresult company enable to active it’s this goal with product strategy (Dadzie and et.al., 2017). With this strategy company enable to win competition from Thomas Cook and others in the UK’s market. While Thomas cook has followed diversifiedproductportfolio strategy to become successful brand in the travel and tourism industry.It ismainlytravelcompanyand conductstourandtravels.With product portfolio supports Thomas Cook enable to attract large number of customers towards company to buy travel services. Thomas cook has goal to become tour operator so it implemented product marketing mixstrategyasresultanthas achieved it’s goal successfully in the Travel and tourism industry but unabletogaincompetitive advantage like TUI.
Price Competitivepricingstrategyhas adoptedbyTUItoattractlarge numberofcustomerstowards companyandputpressureon competitors because there are several products that also posses’ by Thomas Cook.Withthispricingstrategy company enables to gain competitive advantage in the travel and tourism sector. Premium pricing strategy also has implemented by TUI that helps to target potential customers who are ready to pay extra money to get best tourduringweekendtimes.Thus, company generate high revenue on premium product offering. Seasonal pricing strategy also follows by TUI toattractalltypecustomersand influencesthemtobuytourand tourismservices.Seasonalpricing strategysupportstogainlarge market share on it’s certain market. Company has goal to capture large market share on it’s certain products thathassuccessfullyachievedby TUIthroughdifferentpricing strategy. On the other hand, Thomas Cook hasimplementedmid-premium pricing polity in order to capture large market share in the travel and tourismsector.Thispricing strategy helps company to attract middle- and upper-class customers. Thus company raise large market share in it’s sector (Thomas Cook MarketingMix(4Ps)Strategy, 2020). Reasonable pricing strategy alsoadaptsbyThomasCookto buildstrongcustomerbaseas resultedithasdevelopedstrong customerbaseandengagethem withit’sproductservicesby requestingthemtogivetheir feedbacks. This strategy also assists to put pressure on TUI aswell. During off seasons Thomas Cook offersgooddiscountonholiday packages and others to fulfil targets effectively.ItdenotesThomas Cookpricingstrategiesarequite good as compared TUI. PlaceAt local level, TUI operates it’s 650 retail shop across the UK that brings competitiveadvantageoverit’s competitors like Thomas Cook. TUI While Thomas Cook has spread it’s presenceacrosstheworldand offersit’stoursservicesome destination place like UK, Egypt,
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has adopted distribution strategy to provideit’sproductservicesin multiple countries across the world. The main goal of the company was to expand business at global market. Withthisstrategycompanyhas enabled to expand it’s business in othercountriesexceptUK.But it unable to take competitive advantage in the global market due to Thomas Cook and others. India and others. It has 2,926 stores and97aircraftthatarelocated across the world. Due to it’s retail storeshasachievedgood competitive advantage by Thomas Cook in few countries but not in UK. Promotion Ithasusedmultiplepromotional strategiessuchasdigitaland traditional strategy that supports to aware customer about product and services effectively (Išoraitė, 2016). Search engine also uses by TUI to access new and existing customers effectively and transform them into permanent customer by meeting their objectives. Thus, company enable to buildloyalcustomersbaseinthe market. ThomasCookhasimplemented traditional and digital promotional strategylikeTUIsothatitcan awareothernewcustomerabout it’s facilities and services. Celebrity endorsement strategy also follows byThomascooktobuildloyal customersbase.Marketing campaignstrategyalsouseby Thomastocreateawarenessin people about it’s new product and services. It denotes Thomas cook hasadoptedgoodpromotional strategy as compared TUI. ProcessTUI provides direct communication facilitiestothecustomersuchas customer can has multiple option to select holiday package accordingly their budget while TUI employees directlyresponse on their booking WhileThomasCookstaff effectivelymanageall documentationrelatedto customer’s booking and meets their objectivebyofferingcustomized services effectively (Patil and Bach,
andsupportsthemresolvetheir queries within minimum time. Such kind process influences customer to buy it’s services. C.,2017).Itensuresallhotels, logistic and airlines to deliver best experience to the customer. People TUI mainly focuses on it’s customer performanceandconductstraining session for them so that individuals improvestheirworkingefficiency and give best service to the customer that leads satisfaction in them for the brand. While Thomas Cook focuses on it’s targeted customers to meet their all objectives related to tour and hotel services. Physical Evidence TUI has high presence of retail stores in UK and others stores are well- establishedoutsideUK.Itretails other general products like beg, pen, cups, jackets in different brands to the visitors wherever they come for visit.Italsoofferstoughpoints facilities means customers can direct communicate with each other face to face through touchpoints.Due to standardizedphysicalevidence strategy supports TUI to gain trust of customer on it’s brand. While Thomas cook posses’ more than 32000 hotels in India while 1,50,000 hotels are located outside theIndia.Thus,companyhas developedstrongphysical appearance across the world. But companyunableattractUK’s customer like TUI.
REFERENCES Syapsan, S., 2019. The effect of service quality, innovation towards competitive advantages and sustainableeconomicgrowth:Marketingmixstrategyasmediating variable.Benchmarking: An International Journal,26(4), pp.1336-1356. Dadzie, K.Q and et.al., 2017. How firms implement marketing strategies in emerging markets: An empirical assessment of the 4A marketing mix framework.Journal of Marketing Theory and Practice,25(3), pp.234-256. Išoraitė,M.,2016.Marketingmixtheoreticalaspects.Internationaljournalofresearch granthaalayah,4(6), pp.25-37. Patil, D.D. and Bach, C., 2017. Marketing-Mix For Strategy Building.Marketing,4(4). Online ThomasCookMarketingMix(4Ps)Strategy.2020.[Online].AvailableThrough:-< https://www.mbaskool.com/marketing-mix/services/17441-thomas-cook.html>