Concept of Marketing on Travel and Tourism Enterprise : Report
Added on 2020-06-04
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MARKETING IN TRAVELAND TOURISM
INTRODUCTIONMarketing is the best part to manage business and its functions. With the help of thiselement, travel and tourism sector organisations can communicate several benefits to their idealcustomers and focus on specific message which are made for attracting them. It is also helpful inmaking action plan that assists to accomplish effective goals and objectives (Dickinson, Ghaliand Norgate, 2014). Present report is based on Thomas Cook Group which provide various plansand holiday packages, around the globe. In addition to this, they also providing booking servicesfor hotel, flights and many other facilities required by customers. In order to focus on theorganisation, following report covers concept of marketing on travel and tourism enterprise.Furthermore, it includes strategic planning process for the selected enterprise. In addition to this,it assesses the importance of service sector mix elements to the travel sector. At last, it discussesabout integrated promotional campaign. TASK 11.1 Key concept of marketing within the travel and tourism industry There are different concepts applied to travel and tourism industry of Thomas CookGroup. They are as follows:As per the American Marketing Association, concept of marketing is the large viewwhich defines different set of actions range of processes, institutions that communicate,deliver and exchange offers to demonstrate values to client, partnership organisation andcustomers (Hall, Gossling and Scott, 2015). Further concept of marketing involves decisions that are made by management of theorganisation that has aimed to address buyer decisions in Thomas Cook Group. There aredifferent orientations take place that support to the selected business such as consumer,cross, coordination and competitors that exist in marketing orientation (Prebežac, Schottand Sheldon, 2016). Travel and tourism sector organisations have experience in twomajor categories of demand such as international and domestic tourism demand. In addition to this, cross functional orientation determines procedures that includescoordination, resources, collating within the organisation to ascertain marketinginformation. This will be helpful to Thomas cook group to assure and enhanceperformances in Morocco and Egypt destinations. 1
In the modern concept, small sector determines development with growing and makecompetitive business for accomplish goals and objectives in respect to launch newholiday packages. In order to develop outcomes of market, ICT and different operationsof marketing actions are planned within the firm (Dickinson, Ghali and Norgate, 2014). Last but not least, market is also shifted in respect to focus on sustainable development.Hence, it can be stated that planning of Thomas cook group is determining operations andfunctions to regulate services in Morocco and Egypt. 1.2 Marketing environment that impact on travel and tourism organisationTravel and Tourism is not only one business that stand-alone but it constrained towardsmarketing environment. In this context, marketing environment is referred to as decisivevariables and other elements that influence it directly or indirectly.In addition to this,environment determined in different types such as micro and macro (Hall, Gossling and Scott,2015). These elements impact on functions and operations in the following manner:Micro environment: The Micro environment refers as internal variables which easilycontrol by management in Thomas Cook Group. It includes organisation’s structure and culture,suppliers, intermediaries, customers and competitors. For example, suppliers affect profit,reputation and maintenance of good relationship with organisation (Prebežac, Schott andSheldon, 2016). This is because, it assists to support in performing operations effectively so as tosatisfy customer demand. Macro environment: On the other hand, macro environmental factors are beyond thecontrol of management. It includes demography, political, social, cultural and many otherelements that impact on the organisation when they operating in different destinations.Therefore, the chosen enterprise need to determines concentration on micro and macroenvironmental factors that helps in strategic analysis to identify its effect on performance. Forexample, demographic forces impact on different segments due to different country, region, age,education level, etc. Tourism in Morocco is well developed with creating several advantages. This sector ofbusiness demonstrate essential part through 8% to total GDP in country and receiving almosteighteen billion visitors annually. In this area, there are several free trade agreements that assiststo support functions and operations in significant manner. Further, economic condition andpolitical elements are also stable that help in making good relations with European Union2
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