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Marketing Strategies for Thomas Cook's Summer Packages

   

Added on  2019-12-04

15 Pages5377 Words397 Views
Leadership Management
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Marketing in Travel andTourism1
Marketing Strategies for Thomas Cook's Summer Packages_1

TABLE OF CONTENTSINTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................31.1 Core concepts of marketing for the travel and tourism sector (300).....................................31.2 Impact of marketing environment on individual travel and tourism businesses...................41.3 Factors affecting consumer motivation and demand in travel and tourism sector................51.4 Principles of market segmentation and its uses in marketing planning.................................6TASK 2............................................................................................................................................72.1 Importance of strategic marketing planning..........................................................................72.2 The relevance of marketing research and market information to managers and travel andtourism sector...............................................................................................................................82.3 Influence of marketing on society..........................................................................................9TASK 3............................................................................................................................................93.1 Issues in the product, price and place elements of marketing mix .......................................93.2 Importance of service sector mix elements to the travel and tourism sector.......................103.3 Concept of total tourism product to an individual tourism business ..................................11TASK 4..........................................................................................................................................124.1 Integrated nature and role of the promotional mix .............................................................124.2 Plan and justify an integrated campaign for Thomas Cook summer 2016 holidays toMorocco and Egypt....................................................................................................................13CONCLUSION..............................................................................................................................13References......................................................................................................................................142
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INTRODUCTIONToday, in the contemporary scenario, travel and tourism sector is focused on increasingits growth and development that is beneficial for the economy in terms of generating revenue. Inthe present context, it has been identified that customers are demanding high quality and leisureservices from the travel and tourism sector in order to have pleasant stay at different destinations.However, travel and tourism sector also positively affect nation in developing their economy. Inthe year 2014, travel and tourism sector generated numerous job opportunities that contributedaround 277 million jobs within the global economy. The present report has been carried out bythe assistant marketing manager of Thomas Cook so that company can easily create the summer2016 holiday package to Morocco and Egypt. Thomas Cook is the renowned British touroperator that renders different travel and tourism services to their different customer segmentsacross the globe (Thomas Cook Group plc, 2014). However, the report will also underpin the concept as well as different principles ofmarketing within travel and tourism sector. It will also focus on different factors and elementsthat directly affect the consumer motivation and demand in the travel and tourism sector. Lastly,the report will also assess the role of promotion mix and integrated promotional campaign forpromoting summer holiday destination for 2016 holiday package. TASK 11.1 Core concepts of marketing for the travel and tourism sector (300)Marketing is considered as an essential function that supports business organization inoperating their activities in an effective manner. The concept of marketing covers followingaspects which need to be considered by tour operators at the time of planning for its products andservices-Customer needs and wants- Thomas cook provides services and products in accordancewith the changing needs and wants of consumers. It is because life style of customers ischanging at rapid speed because of the factors like education, occupation and incomegroup. Owing to this, Thomas cook prepares holiday package by focusing on changingneeds and preferences of the buyers. However, research and development must be thereto have detail information related to customer’s need and wants (Alegre, 2009).3
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Product and services- The concept of marketing is directly related to the products andservices. Owing to this, Thomas cook mainly lays emphasis on special offers so thatservices and products can be promoted (Culver, 2006). Further, while marketing servicesand products, tour operator also considers feedback as well as wants and preferences ofpotential users. For example: services must cover attractive destinations along with extrabenefits. It aids to persuade buyers towards the package.Customer satisfaction- It is the main aspect of marketing because main motivate ofThomas cook is to satisfy visitors or customers (Henry, 2006). It also covers currencyexchange process and lucrative holiday package through which buyers are attracted. It isbecause that customer travels from different locations so they need convenience inexchange process in terms of currency. Market and value- Marketing is also another concept which needs to be taken intoaccount by tour operator. Here, focus is laid on changing scenario of the market so thatplan can be modified accordingly (Huertas, 2010). Furthermore, management ofcorporation assesses detail information of market scenario and accordingly, promotes itsservices and products in the marketplace. Thus, above mentioned core concepts are takeninto account by travel and tourism sector.1.2 Impact of marketing environment on individual travel and tourism businessesMarketing environment has direct impact on travel and tourism businesses. There are twokinds of environment such as micro and macro which affect business operation to a great extent.It has been explained as follows-Micro environment- This is the controllable environment which consists of differentfactors such as tourism organization, its internal policies, its strengths as well as itsweaknesses. Further, suppliers, intermediaries, customers and competitors are alsoincluded in the micro environment. All these factors are kept into mind by Thomas cook.For example, Thomson is another tour operator which gains attraction of customers byoffering attractive package (Malviya, 2005). At this juncture, Thomas cook modifies itsstrategies by bringing innovation and creation in its products and services. It aids tocreate competitive edge in the marketplace and attract more buyers. Furthermore,bargaining power of suppliers and customers are also important for the corporation so4
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