Marketing in Hospitality

This report analyzes the marketing strategies of Thomas Cook, a major travel group, within the hospitality industry. It covers topics like marketing concepts, environmental impact, consumer market relevance, market segmentation, marketing mix components, pricing strategies, promotional mix, sales promotion, public relations, and a planned advertising campaign.

Marketing in
Hospitality

Table of Contents
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Marketing concept.................................................................................................................1
1.2 Impact of marketing environment.........................................................................................2
1.3 Relevance of consumer market.............................................................................................3
1.4 Various market segment........................................................................................................4
TASK 2............................................................................................................................................4
2.1 Importance of the components of marketing mix.................................................................4
2.2 Pricing strategies...................................................................................................................5
TASK 3............................................................................................................................................6
3.1 Role of the promotional mix.................................................................................................6
3.3 Role of sales promotion and public relation in promotion....................................................6
4.1 Relevance of market research to services industry operations..............................................7
PART 2............................................................................................................................................8
TASK 4............................................................................................................................................8
3.2 Plan an advertising campaign...............................................................................................8
4.2 Market research.....................................................................................................................8
4.3 Various types of media..........................................................................................................9
4.4 Implementation of the marketing plan................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Hospitality is the industry which has connection with hotel, catering, guest, their
entertainment. In hospitality industry there are concept of many hotels, conferences, seminars,
guest, etc. It is important to know what has to be done through which they can satisfy demand.
There are possibilities that due to change in demand of customer hotel industry has to make
changes in their services too (Agapito, Valle and Mendes, 2012). As scope of hospitality
department is increasing so hotels has to give enhance to marketing concept. There are varieties
to ways through which marketing of brand is possible. This report is based on Thomas Cook
which is one of the largest travel group. Thomas Cook has second rank in United Kingdom. In
this report there is discussion about marketing concept, impact of business environment,
relevance of consumer market, marketing mix, pricing strategies, promotional mix, sales
promotion. In this report portfolio report will be prepared which talks about advertising
campaign.
PART 1
TASK 1
1.1 Marketing concept
MEANING OF MARKETING
Marketing means to deliver changes which are taking place in business. This department
has direct contact with consumers which help to increase sales and profits. Through marketing
department, consumer are able to have knowledge about relevant product and services. These
days as changes are taking place in hospitality industry very frequently, so it is essential that they
must deliver that alterations to consumers (Akroush and et. al., 2013). If society is not aware of
changes then this affects profits of company. In case of Tomas Cook, they give more emphasise
on delivering knowledge about their product to society.
CONCEPTS OF MARKETING
There are some aspects which has to be keep in mind before making marketing strategies.
It is essential that company has to make changes in their product, then managers of Thomas
Cook can consider these concept:
Production concept- This concept is the oldest which talks about producing services
which are consumable for company and at affordable cost. This is effective for satisfying need of
consumer in form of money as well as utility (Baker and Magnini, 2016).
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Product concept- In this concept Thomas Cook has to provide services which are cheap
and good in quality. To make good image, it is essential that they must have make continuous
improvement in their services.
Selling concept- As per this concept, marketing must be done of products which
company produces, rather than producing what is demand of society. This concept is less
relevant because these days association is thinking about producing what is demand of society
(Ekiz, Khoo-Lattimore and Memarzadeh, 2012).
Marketing Concept- This concept is much similar to selling concept. As per this concept,
managers of Thomas Cook has to think about approaches through which they can market their
product and services.
1.2 Impact of marketing environment
Marketing is the concept which has important role in running business in effective and
efficient way. Due to change in plans and policies association has to make changes in business
environment and then take actions in effective way. While running business there are some
factors which are affecting business and its growth. Mainly there micro and macro environment
which has to be considered in marketing environment-
MICRO ENVIRONMENT
In this environment, there are some factors which are directly related to business and it is
essential to take actions which are effective for association.
Supplier- Suppliers are the person who delivers raw material to Thomas cook. In case of
Hospitality to perform business operations effectively. It is essential that managers has to out
source some resources.
Intermediaries- They are the person who acts between company and resources which are
required by Thomas Cook. Such as Transportation services, etc.
Customers- They are key components for which association is working. It is essential
that managers has to work for satisfaction of customers (Hung and Law, 2011).
Competitors- As scope of travel and tourism industry is increasing, so it is essential that
company has to make strategies as per competitors, so consumers does not get diverted.
MACRO ENVIRONMENT
These factor are not directly related by company but this affects business environment
adversely. These factors are not in control of management of Thomas Cook.
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Demographic forces- As customer are residing at various places. As there is difference in
their taste also. In this case association has to make changes in product, this affects business
operations.
Economic factors- Economic requirement is one of the most important component which
has to be considered in business. Thomas Cook has to make arrangement of sources which can
be done by managers of association (Kozinets, De Valck, Wojnicki and Wilner, 2010).
Natural forces- Natural resources are the concept which says that in environment
changes are taking place very frequently, so in this case they have to know what has to be done
and this is not in control of management of enterprise, so it is essential to work according to
nature.
Political forces- In political forces, governmental changes are considered. As change in
government there is change in business activities also. It is essential for association to consider
such factors.
(Source: Marketing Environment, 2018)
1.3 Relevance of consumer market
Black box model is one of the effective approaches which is used by Thomas Cook to
know about consumer characteristics, decision making process, consumer characteristic, etc.
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Illustration 1: Marketing Environment

This make relations between interpersonal and intra-personal stimuli. While making changes in
policies of association, then this helps to know what about changes in buyer's response. Through
this there will optimal utilisation of responses. As per change in characteristic of consumer, there
is change in their demands too which is considered by association.
1.4 Various market segment
Market segmentation means to divide customers on the basis of their demand, gender,
age, etc. this division helps association to provide best quality services (Pan and Crotts, 2012). It
is essential that segmentation must be effective for providing satisfaction. Some of the basis
considered by Thomas Cook are as under-
Geographic: Tourism is the sector which is preferable by every person. But as they live
at different places, then this helps company to take use of segmentation. So tourism plans has to
be considered before telling them about tourist plans.
Demographic: There is difference in income, gender, education level , etc. So managers
of Thomas Cook has to work after keeping these factors in mind. This helps to increase salesa nd
profits of company.
Behavioural: There is difference in behaviour of customer as per in situation. So it is
essential that association has to frame policies as per mood and demand of customer.
Physiographic: There is difference in satisfaction level of customers, so it is essential to
identify values, priorities, opinions, attitude of consumer which help them to enhance growth of
business enterprise (Sanchez-Gutierrez, Gonzalez-Uribe and Coton, 2011).
BENEFITS OF TARGETED MARKETING AND POSITIONING
There is many benefits to targeting and positioning customers. This reduces cost and time
of managers. This is effective which help company to work as per change in demand of
consumer. While talking about change in business, they have to know what is demand of
consumer. This can be done in effective way through use of targeting as they have to concentrate
on specific group of customers.
TASK 2
2.1 Importance of the components of marketing mix
Marketing mix is the technique which helps company to achieve targets through best
marketing strategies (Stephenson, Russell and Edgar, 2010). Importance of marketing mix for
Thomas Cook is as under-
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Component of Marketing Mix Related Application In Thomas Cook
Travel
Product Thomas Cook is the company which deals in
services related to travel and tourism. As there
are varieties of travels and tourism destination
which has to be kept in mind while providing
services to association. Hotels, flights, foreign
exchange facilities, etc. are part of product
category of Thomas Cook.
Pricing strategy There are varieties of consumers which are
associated with Thomas Cook. So it is essential
that company has to finalise price according to
demand and income status of consumer. Cheap
rate tours helps company to adopt sources
which are affordable and reasonable.
Place or Channel of distribution Thomas cook runs in various p[arts of
company. There are various destination such as
Egypt, Greece, Corfu, Portugal, etc. where they
make trips for tourism destination. They have
their own Charter airlines and tour operators.
Promotional elements Thomas Cook use aggressive pricing model
which help company to promote their brand.
These days there are many social media
platform such as Facebook, Twitter, You-tube,
etc. which helps to gather knowledge about
plans which are efficient for association.
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2.2 Pricing strategies
Thomas Cook is the company which good image in market. This is effective for
association in making changes which are beneficial for company. It is essential that due to
change in prices of tourist package people are more willing to avail services. Thomas Cooks is
the association which is adopting skimming strategy of pricing which help to perform business
in efficient way (Tang, 2014). Pricing of destinations must be affordable. As these days customer
want customised services, so it is essential that organisation has to be considered. At the time of
New Year, Christmas many people visit various places which has to be considered. There are
many competitors of Thomas Cook, so it is essential that association has to keep in mind.
TASK 3
3.1 Role of the promotional mix
These days promotion is one of the important component which has to be performed. As
there are changes as per requirement of customer then it must be delivered to customers by
marketing department which help them to know what has to be done. Promotional mix
approaches applied by Thomas Cook are as under-
Public relations: Public relation means to create good relations with general public. It is
essential because through this managers can know about their brand value.
Sponsorship: In this component, Thomas Cook can take help of some external parties
which help company to make awareness in market. Managers have to pay some commission or
fixed amount as fees.
Personal selling: This is face to face communication which helps company to perform
business activities in effective way. Through this sales personnel contact with customer
personally and tell about it.
Advertising: This is non personal presentation paid form to promote services. There are
various ways to through advertisement such as newspaper, hoardings, etc. In this approach pull
strategy is used.
Direct Marketing: In case of direct selling, company sends SMS, E- mail, Fax to
customer related to discounts which are part of end of season sales (Tsiotsou and Ratten, 2010).
Sales Promotion: This approach is effective at the time of festival. Discount coupons,
payback, etc. are schemes which has to be considered under this. These are effective for
attracting customers.
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3.3 Role of sales promotion and public relation in promotion
Sales promotion is one of the effective technique which help company to know what can
be done through which sales and profits of association increases. It is essential that Thomas Cook
has to work as per requirement of customer. While at the time of tourism company has to make
some strategies through which more and more customer gets attracted. Sales promotions
techniques are- Gifting, coupons, exchange offer, bundling, etc. which are effective for
enhancing sale. This is beneficial for organisation as this helps to increase sales. There are some
intermediary also which helps to bridge gap between company and customers (Tussyadiah, Park
and Fesenmaier, 2011). Sometime organisation to promote their brand and to enhance sales
motivate mediators by providing special discounts and commission. Customer gets satisfied by
using such sales promotion techniques.
Public relation is one of the effective approach which is effective for growth of business
enterprise. It is necessary through making good relations with customers and providing them
satisfaction. This can be done through engagement on social media, pitch to publication,
speaking opportunity, improve search engine, etc. so these all are the ways through which
company can perform business operations in effective and efficient manner. Due to alterations in
techniques of public relation company has to make changes in their techniques through which
they can approach and deliver correct information. Promotion is effective when there is active
role of managers as well as consumers, so in pu8blic relation techniques they can judge what has
to be done through use appropriate
4.1 Relevance of market research to services industry operations
There are many factors which has to be considered by managers of Thomas Cook which
help association to preform business activities. It is essential that managers has to research in
market through which they can know about use of techniques which is effective for change in
business policies (Yoo, Lee and Bai, 2011).
Identification of problems and scope of growth- There are some problems which may be
faced by consumers. With the help of research they have to work as per need of consumer.
Research helps company to know what has to scope of growth and then take actions.
Knowledge about demand and satisfaction- There are some knowledge which has to be
taken by company which help in growth and satisfaction of society.
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Communication channel- This is a good method which helps to create communication
between customer and management. Through communication there will use of optimal of
resources which helps to provide satisfaction to society.
Sales forecasting- Sales is the most important factor which can be known with the help
of research. It is effective so company do not have to produce more services s this is optimal for
Thomas Cook.
PART 2
TASK 4
3.2 Plan an advertising campaign
Advertisement is the most effective approach which is used by company to work
according to requirement of society. It is essential because through this they can generate
knowledge about trips to consumer. Advertising is effective for Europe and Thailand which has
to be considered by managers (Agapito, Valle and Mendes, 2012).
This trip will be brought by High class people and this is effective for family trips. Cost
of the trip must be economical so this is effective for growth of business. This trip helps to
perform business in appropriate way, through which they can satisfy need of society. There is
important role of managers which helps to demand of society. While trip there is requirement of
various sources such as transportation, accommodation, travelling, food, etc. are included so it is
essential that company has to make changes in efficient way.
4.2 Market research
Market research is effective tool which company to make policies as per need of society.
It is essential that company has to alter that there plans if customers are not satisfied with
services, so in this case research is effective approach (Akroush and et. al., 2013). There are
mainly two sources which has to taken into consideration.
Research Methods Importance
Primary research This is the method through which company can
use policies through which they can contact
customers and know their view. Data collected
from this method is more relevant as company
itself works over it and collect it from
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customers.
Secondary research In this method there are some doubts may be
arised. This data is collected from some other
persona of managers of Thomas cook uses it.
In this method there is possibilities of adverse
results. In case data is old then also there will
be variations.
Questionnaire
Questionnaires
Name:
Occupation:
Gender:
Email id:
Contact number:
Q1. Do you satisfied with the services provided by Thomas Cook?
a) Yes
b) No
Q2. Tour of Thailand and Europe are over price or under priced?
a) Yes
b) No
c) Satisfactory
Q3. Accommodation provided during your trip is satisfactory?
a) Yes
b) No
Q4. Was workers polite and calm in solving queries?
a) Yes
b) No
c) Up-to some extent
Q5. Any recommendation regarding trips?
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a) No
B) Yes, ….............................................................................................................................
4.3 Various types of media
There are various media which has to be considered in company to make them effective
with the help f change in plans and policies. As promotional activities are increasing so it is
essential to know what has to be done which can be effective for growth of company (Baker,
and Magnini, 2016). Types of media used by Thomas Cook is as under-
Basis Suitability
Print Media This option is suitable for customers which are
not so extra forward in technological
background. This is the traditional method
which includes newspaper, books, etc. This
method is effective when customer do not have
much knowledge about trips and destinations.
Electronic media This method is effective for company when
they want to communicate with more people.
This is helpful as information through this
media can be used with the help of managers
and information can be renovated as per
change.
4.4 Implementation of the marketing plan
Ways to improve marketing plan
Regular check- There must be regular check which helps association to know what can
be done which helps them to improve performance. There are policies which has to be
undertaken by manager through which positive results can be get.
Proper communication- There must be proper communication which help company to
tell what has to be through which results generated must be positive. Do to change in policies
manager has to be make proper communication (Ekiz, Khoo-Lattimore and Memarzadeh, 2012).
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Benefits of marketing plan implementation
Systematic method- This is one of the effective method which help company to work in
efficient and effective way. There is requirement of marketing plan which manages actions in
proper way.
Proper utilisation of resources- There must be proper utilisation of resources when
activities are planned in efficient way. So through marketing plan there is requirement of
changes in business polices and then use it in effective way.
Limitations of marketing plan implementation
Cost and time consuming- This marketing plan is cost as well as cost consuming. It is
essential that company has to work as per requirement and this affects business operations.
Boundation: There is boundation in performing actions which affects routine work.
There is no innovation in market and hence this force to perform regular work (Hung and Law,
2011).
CONCLUSION
From the above report it is clear that marketing is one of the department which is
effective for growth of company. It is essential that organisation has to make policies which can
be done with managers. Research is one of the effective way though which company can achieve
business objectives. There are possibilities that company has to make changes in their pricing
strategies which help them to make growth in industry. Marketing and promotion mix must be
used by company which effective for association in making changes. Market segmentation is
important to run changes which can be effective for making changes in business operations.
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REFERENCES
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Ekiz, E., Khoo-Lattimore, C. and Memarzadeh, F., 2012. Air the anger: investigating online
complaints on luxury hotels. Journal of Hospitality and Tourism Technology. 3(2).
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Pan, B. and Crotts, J. C., 2012. Theoretical models of social media, marketing implications, and
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Sanchez-Gutierrez, J., Gonzalez-Uribe, E. G. and Coton, S. G. H., 2011. Customer satisfaction in
the hospitality industry in Guadalajara, Mexico. Journal of Competitiveness
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Tsiotsou, R. and Ratten, V., 2010. Future research directions in tourism marketing. Marketing
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Tussyadiah, I. P., Park, S. and Fesenmaier, D. R., 2011. Assessing the effectiveness of consumer
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Yoo, M., Lee, S. and Bai, B., 2011. Hospitality marketing research from 2000 to 2009: topics,
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Online
Marketing Environment: Definition, Micro & Macro. 2018. [Online]. Available
through:<https://studiousguy.com/marketing-environment/>.
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