Marketing Essentials For Travel And Tourism (PDF)

Marketing Essentials for Travel and
Tourism

Table of Contents
INTRODUCTION...........................................................................................................................1
ACTIVITY 1 ...................................................................................................................................1
Roles and responsibilities of marketing function ........................................................................1
Roles and responsibilities of marketing and interrelationship between functional areas of the
organization..................................................................................................................................1
ACTIVITY 2 ...................................................................................................................................1
Identifying business and marketing objectives............................................................................1
Elements of the Marketing Mix...................................................................................................2
Marketing plan help in achieving marketing objectives .............................................................3
Comparison between two organization .......................................................................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Thomas Cook Group PLC is travel Group Company which was founded in year 1841. It
is working under the travel & tourism along with that hospitality industry as a leading company.
The company's headquarters is in London, England, United Kingdom (Mele and Cantoni, 2017).
It provides their customers travel agencies services, booking services, package holidaying
services and accommodation services at the global. Its key people are Frank Meysman who is
Non-Executive Chairman and Peter Fankhauser who is chief executive officer (Smith, Rees and
Murray, 2016).
It will identify the business as well as marketing objectives, marketing mix (7P's),
achievement of marketing objectives through marketing plan and comparison between the
marketing mixes of the two organizations.
ACTIVITY 1
Roles and responsibilities of marketing function
Covered in ppt
Roles and responsibilities of marketing and interrelationship between functional areas of the
organization
Covered in ppt
ACTIVITY 2
Identifying business and marketing objectives.
Thomas Cook is one of the leading best travel and tourism industry group which is
providing leisure travelling related services to its customers. Business objective of every
business organisation should be specific and clear so that strategies and plans can be made
accordingly for its successful attainment and profit maximization. With proper allocation and
planning these objectives can be achieved by making use of best marketing as well as
promotional activities.
Business objectives of Thomas cook includes:
 Providing substantial benefit economically to all its customers with proper and
sustainable use of natural as well as environmental resources (Festa and et.al., 2016).
 To make its clients, guests & customer feel ease, relax and convenience in respect of
travelling services being provided at reasonable and affordable prices.
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 Also, it has been aimed by Thomas cook to provide best quality standard services to
individual for making them more relax, comfortable and happily satisfied.
 Further, making memories of customers more memorable and amazing all the issues and
challenges in respect of cultural, economic as well as societal has been considered and
eradicated for making customer more satisfied.
Marketing objective are those strategies and norms which has been used by companies
for achieving set defines goals thereby promoting and advertising products and services in the
competitive marketplace so as to attract potential customer. With the help of marketing and
promotional activities, Thomas cook has been able to establish its brand image in customer
mind-set so that they are bind to make use of its product and services on repetitive basis. It helps
in attracting new customer and market segment thereby maintaining loyalty and brand identity.
Elements of the Marketing Mix
Marketing mix is a concept in which different combination of factors are under control of
company so as to influence market customers for changing their buying behaviour by purchasing
its products. Thomas cook marketing mix defines:
1. Product – Are those collection of services which has been offered for providing benefit
and comfort to customers. It includes package holidays, travel, food, hotel, insurance, car
hiring related services for its leisure travellers, corporate business houses, etc. By adding
standard and quality features, Thomas has been able to retain large customer base.
2. Price – One of the most important aspect which has to be considered while making
pricing strategies (Rajavi, Kushwaha and Steenkamp, 2019). Charging affordable and
reasonable prices from customers helps in gaining large market share and competitive
advantages as well. Price charged for product should match its quality and feature.
3. Promotion – This aids customers in seeking information and detail about products and
services as offered by the company. By maintaining good public relations, publicity,
direct marketing, personal selling Thomas has been able to improve its business
performance and productivity.
4. Place – It defines the place from where the operational activities of a business take place.
For convenience and comfort of customers, Thomas has started its online services thus
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allowing its customers to choose product as per their need and make online payment for
it.
5. People – Are those employees who represent the company and its products, services to
its customers. It is very much important for them to have proper knowledge, information
about all these and emphasis should be made on satisfying customers need thereby
encouraging for making purchase again.
6. Physical Evidence – With the launch of forex mobile application by Thomas Cook, it
has been able to cater its international traveller’s needs. Office or business place is
considered as touch point from where customers can meet employees face to face (Stead
and Hastings, 2018).
7. Process – By following proper documentation and procedural criteria, Thomas cook has
been able to satisfy customer with the help of different ads, marketing activities which
has resulted in large acquisition of customer base.
Marketing plan help in achieving marketing objectives
Marketing plan is the document that contains business objectives, strength and weakness
of a business and budget that is planned for the future. Proper marketing plans provide an insight
to Thomas cook and facilitate different aspect in business. As it helps in managing all the
activities of business (Lee and et. al., 2018). As these different activities help in providing
different strategies that is followed by marketer in Thomas Cook. If proper planning is being
done by marketer, then it will help in gaining marketing perspective for the future. This will help
in increasing growth and sales of Thomas Cook. With the help of providing different aspect that
cover various segments in utilizing various strategies that is useful for the company.
A strategic marketing objective is helpful in achieving growth and opportunities in the
marketplace. Proper planning is being done then there is smooth working of operation that helps
in increasing profit. Making objectives help in gaining different perspective in the future. There
are different segments that are more helpful for Thomas cook in achieving objectives of it. If
objectives cannot be achieved then it is not helpful for the company to provide different
segments as it is impossible in gaining growth in the future (Smolčić Jurdana and Soldić Frleta,
2017). Brand loyalty is also a part of marketing as it is important in achieving various aspect that
lead to bring effectiveness in business. If consumer is loyal to particular brand, then it helps
business to grow as there are more chances of earning profit. As it is important in achieving
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various perspective that is carried out business operations in the future. If objectives will be
achieved, then it provides different aspect that lay down by marketer.
There are various concepts that help in achieving objective of the company. There is
various perspective that is used in providing different concept in Thomas Cook. It is important in
achieving objective that lead to create different perspective. As there are various concepts that
involved different techniques that bring effectiveness and efficiency in business. For the purpose
of retaining existing customer in Thomas Cook by analysing their needs and demands in the
company. Marketing plan plays an important concept that provides various perspective in the
future (Folinas and Fotiadis, 2017). It is essential for the companies to utilize various aspects that
provide different segments in market. Marketing plan helps in targeting new customer by firstly
segmenting market based on same interest group of consumer and then in last product
positioning is done for introducing new product in the market.
Comparison between two organization
Thomas Cook Titan Travel
Price mix In this price of product is high and
selling product at higher price to
consumers. This is using premium
pricing which means that price of its
products are always high
It is selling its product in cheaper price and
providing best quality to consumers that
help in achieving objectives of the
company (Keller and et. al., 2016). The
company is using penetration pricing
strategy which means that they keep lower
price towards starting of any new product
and they higher its price as soon as product
become popular.
Product It uses product mix as it is providing
tour services to its consumers for
longer term in the market. Services
that are provided by it are food and
accommodation, transportation
facilities etc. Thomas cook is using
length element of product mix which
In this product mix is used in different
perspective that helps in achieving
objective of the company. Titan travel is
using consistency element of product mix
which refer to connection between product
into the product line and way they reach to
customer.
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means that they are having number of
products into given product line.
Place This means ways in which company
is providing access to its customers
through providing convenience for
customers. So Thomas Cook is
having many of its franchises across
the world with largest market
coverage in travel and tourism
industry
While on other hand Titan Travel is not
having much outlets than Thomas Cook in
world. As it is form of escorted tour agency
of UK which is prominently having outlets
in UK only.
Promotion They are promoting their products
and service through all forms of
media including mass media, print
media and social media.
While they are promoting their products
and services only through social media
channels and not able to gain more
customers as compared to Thomas Cook.
Comparison between two companies in the context of Tactics
Tactics Thomas Cook Titan Travel
Social Media Tactics Thomas Cook uses social
media tactics for the purpose
of communicating with
customers. In these tactics,
company posts with happy
customers and tag them in
their posts.
Titan Travel uses social media
tactics for the purpose of
informing about the clients
about the offers, discounts etc.
They mainly use it for the
promotion of their restaurant.
Membership Offers Thomas Cook uses
membership offers for the
purpose of making their
customers loyal towards the
company. For that they do
Titan Travel doesn't use
membership offer tactics.
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email to their customers about
it. They do mobile and social
media marketing to make their
customers about the
membership offers.
Budget-
Particular Amount (£)
Recruitment 100
Promotion and advertising expense 120
Selling and distributing expense 150
Other expense 180
Total 550
Monitoring and Evaluation
For the monitoring and evaluation, Thomas Cook use Sale Analysis method the following
method company collect the sales data, analysis of the data and prepare the report. For the
analysis of the sales data, Thomas Cook uses various metrics such as sales force and period
comparison. On the basis of the above metrics, Thomas Cook sees that their sales volume
increases or decreases. Like that Thomas Cook analyse their marketing strategies and tactics by
using sales analysis methods.
CONCLUSION
From the above study, it has been summarized that marketing is one of the most
significant function and department for any of the organization. It plays an important role in the
success of the organization. Like every business have their own objectives, same goes with the
very departments of the organization. For the achievement of such departmental objectives,
departments are required to make proper plan, strategies and tactics. Marketing mix is considered
to be the foundation of marketing. Without marketing mix, company as well as marketing
department won't be able to achieve their objectives. Marketing plan is an important document
which includes various strategies and tactics to achieve the marketing objectives and goals.
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REFERENCES
Books and Journals
Cardona, J.R., Álvarez Bassi, D. and Sánchez-Fernández, M.D., 2019. Residents’ attitudes
towards different tourist offers: Maldonado-Punta del Este conurbation
(Uruguay). European Journal of Government and Economics.8(1).pp.30-47.
Festa, G. and et.al., 2016. The (r) evolution of wine marketing mix: From the 4Ps to the
4Es. Journal of Business Research. 69(5). pp.1550-1555.
Folinas, D. and Fotiadis, T., 2017. Marketing and Supply Chain Management: A Systemic
Approach. Routledge.
Gardiner, S. and Scott, N., 2018. Destination Innovation Matrix: A framework for new tourism
experience and market development. Journal of Destination Marketing &
Management. 10. pp.122-131.
Ioncică, D., Ioncică, M. and Petrescu, E.C., 2016. The environment, tourist transport and the
sustainable development of tourism. Amfiteatru Economic Journal.18(Special Issue No.
10), pp.898-912.
Keller, B. and et. al., 2016, July. Data-centered platforms in tourism: advantages and challenges
for digital enterprise architecture. In International conference on business information
systems (pp. 299-310). Springer, Cham.
Lee, H. and et. al., 2018. Tourists’ happiness: are there smart tourism technology effects?. Asia
Pacific Journal of Tourism Research.23(5). pp.486-501.
Mele, E. and Cantoni, L., 2017. Localization of national tourism organizations websites: the case
of ETC members. In Information and Communication Technologies in Tourism 2017(pp.
59-71). Springer, Cham.
Rajavi, K., Kushwaha, T. and Steenkamp, J. B. E., 2019. In Brands We Trust? A Multi-
Category, Multi-Country Investigation of Sensitivity of Consumers’ Trust in Brands to
Marketing-Mix Activities. Journal of Consumer Research.
Smolčić Jurdana, D. and Soldić Frleta, D., 2017. Satisfaction as a determinant of tourist
expenditure. Current Issues in Tourism.20(7). pp.691-704.
Stead, M. and Hastings, G., 2018. Advertising in the social marketing mix: getting the balance
right. In Social Marketing (pp. 29-43). Psychology Press.
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