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Assignment on Marketing in Travel and Tourism

   

Added on  2019-12-03

18 Pages6421 Words146 Views
MARKETING IN TRAVEL AND TOURISM

Table of ContentsINTRODUCTION......................................................................................................................1TASK 1......................................................................................................................................11.1 Core concepts of marketing for the travel and tourism sector..........................................11.2 Impact of the marketing environment on individual travel and tourism businesses........21.3 Factors affecting consumer motivation and demand in the travel and tourism sector.....31.4 Principles of market segmentation and its uses in marketing planning at Thomas CookGroup......................................................................................................................................4TASK 2......................................................................................................................................42.1 Importance of strategic marketing planning.....................................................................42.2 Relevance of marketing research and market information to managers in the travel andtourism sector.........................................................................................................................52.3 Assess the influence of marketing on society...................................................................6TASK 3......................................................................................................................................83.1 Issues in the product, price and place elements of the marketing mix.............................83.2 The importance of service sector mix elements to the travel sector.................................93.3 Apply the concept of the total tourism product to an individual tourism business........10TASK 4....................................................................................................................................104.1 Integrated nature and role of the promotional mix.........................................................104.2 Plan and justify an integrated promotional campaign for Thomas Cook summer 2016holidays.................................................................................................................................11CONCLUSION........................................................................................................................11REFERENCES.........................................................................................................................12

INTRODUCTION For the travel and tourism sector success, the very important concept is marketing,which is referred to promoting services to achieving customer’s interest. The marketingactivities for tourism and travel operations comprises designing promotional or advertisementoffers that will draw customers best towards the services offered by travel firm. With an aimto perform this adequately, marketers undertake interviews or surveys with target clients fordefining their needs, what they look for and what they respond to when selecting destinationpackage from a particular company. On the basis of this information, organization designsuccessful campaigns that definitely improve profits and business. In present times, manysuccessful organizations are practicing concepts of marketing for identifying exact needs ofbuyers and then providing them with right offerings to fulfil their needs for ensuringcompany’s long term profits. In this regards, the below paper is explaining role of marketingand its concepts in Thomas Cook. Also, to attain good understanding of subject, themarketing mix followed by company has been discussed. Moreover, the entire marketingprocess fails in the absence of an effective promotion of services or products to exactclientele base and to understand its practical implications to business, here the discussion isincluding promotional mix adopted by Thomas Cook. TASK 11.1 Core concepts of marketing for the travel and tourism sectorThe term marketing is referred to an entire business actions systems that is developed toprice, plan, make distribution and promote services to selected clients for reachingorganizational goals. According to Baker, marketing is related to development of equallysatisfying exchange relations in which satisfying judgment is based on perception of both theparties for exchanging something. Generally, it involves developing right service or productwith valuable price to put at right place with necessary as well as effective promotions. Allthese actions are taken with a purpose of making target customer plus market happy andsatisfied with the organization offerings. Marketing is not just related to defining targets andproviding them with best products or services but it is done for company’s productslaunching in future too (Arnold, 2013). The target customers are specific group at which anorganization aims to introduce its services and products. These includes individuals who aremost likely to purchase from the company. One more important term in marketing concept issupply and demand, which works as its backbone. Demand is referred to quantity of serviceor product desired by customers. The demanded quantity is volume of commodity customers1

are willing to purchase at some definite price, the relation between quantity demanded andprice is referred to demand relationship. Supply represents how much can be offered by themarket. The supplied quantity is referred to the quantity of some good manufacturers arewilling to supply in return of a definite price. The correlation in between price as well as howmuch of service or good is offered to market is referred to supply relationship. Hence, price isa reflection of demand and supply. Thomas Cook can get benefits by implementing a productive and unique marketingstrategy. It will definitely support organization is generating profits and position its offeringsat top in the competitive sector of travel and tourism. The successful strategies of marketingcan be designed by marketer at Thomas Cook by analysing present business environment andthen deciding plan for handling required operational activities to realize objectives ofbusiness. Marketing strategies also involve proper grouping of available marketingopportunities to analyse, examine plus pursue target market. Moreover, it supports in creatingright marketing mix for the organization to satisfy customers by offering their neededservices. Generally, it deals with four significant elements, i.e. place, promotion, product andpricing (Cooper, 2005). 1.2 Impact of the marketing environment on individual travel and tourism businessesMarketing environment impact on the business functions of Thomas Cook and itsdestinations package to Egypt and Morocco can be assessed through PESTLE analysis that isas follows:Political – The particular factors greatly influence business activities of Thomas Cook. Theaspects included in political environment are government laws, agencies and pressure groupinfluence, which restrict the activities or operations of Tourism Company. However,European Union has devised plans for sponsoring holidays to travellers having less money tospend on travelling anywhere. According to Travel Weekly, these plans support severalentities who are financially weak to enjoy vacation trip at various destinations (Goeldner andRitchie, 2006). Economical – The tourism sector from past few years have faced hard times because ofchallenging economic situations and have influenced largely the market of global travel butthere are some recovery signs among customers. The leisure and travel sector were affectedgreatly due to unemployment rate customers disposable income, fluctuation in the oil priceand currency rate. All such drives have influenced heavily the sector of leisure and travel.2

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