Thomas Cook Marketing Analysis

This case study examines the marketing situation of Thomas Cook, a prominent travel company. It delves into the company's target market segments, marketing strategies, and the effectiveness of its integrated campaigns. The analysis considers both internal and external factors influencing Thomas Cook's performance within the competitive tourism industry.

Marketing in Travel and Tourism
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Table of Content
Introduction………………………………………………………………………..…………….4
1.0 Task 1…………………………………………………………………………………………5
1.1 Discuss the core concepts of marketing for travel and tourism
sector…………………………….…………………………………………………..5
1.2 Assess the impact of the marketing environment on individual travel and tourism
businesses within Thomas Cook Group and tourist destinations with reference to
Morocco and Egypt. …………………………………………………………………5
1.3 Discuss the factors affecting consumer motivation and demand in the travel and
tourism sector. ………………………………………………………………………7
1.4 Analyze the principles of market segmentation and its uses in marketing planning at
Thomas Cook Group.
……………………………………………………………………………….8
2.0 Task 2…………………………………………………………………………………………9
2.1 Analyze the importance of strategic marketing planning for a selected travel and
tourism business (Thomas Cook) or tourist destination (either Morocco/ Egypt) ……9
2.2 Discuss the relevance of marketing research and market information to managers in
the travel and tourism sector with reference to Thomas Cook Group………………10
2.3 Assess the influence of marketing on society………………………………………11
3.0 Task 3………………………………………………………………………………………11
3.1 Discuss issues in the product, price and place elements of the marketing mix with
reference to Thomas Cook’s summer 2018 holidays to Morocco and Egypt. ………11
3.2 Assess the importance of service sector mix elements to the travel sector. ……..….11
3.3 Apply the concept of the total tourism product to an individual tourism business such
as Thomas Cook……………………………………………………………………12
4.0 Task 4 ………………………………………………………………………………………13
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4.1 Assess the integrated nature and role of the promotional mix………………………13
4.2 Plan and justify an integrated promotional campaign for Thomas Cook summer 2018
holidays………………………………………………………………………………14
Conclusion ……………………………………………………………………………………..15
Reference ………………………………………………………………………………….…..16
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Introduction
The sector of travel and hospitality is one of the largest contributors to the global economy of the
world. As per the World Travel & Tourism Council (WTTC, 2017) the Travel & Tourism sector
has directly contributed to 31 per cent of the total world’s GDP in 2016 and the forecast for
2017, is a rise by 3.8 per cent. Therefore, the success of the development of the tourism and
hospitality industry globally lies in the efficient and strategic marketing principles. The
following context aims at extending discussion on the concepts, principle and role of marketing
in the sector of travel and tourism. Based on four tasks, the key factors of marketing application
to the sector of travel and tourism, the factors affecting the marketing environment, the role of
marketing in different industries within the sector are discussed. The concepts are analyzed with
the assistance of a case study, assuming the role of the Assistance Marketing Manager for a Tour
Operator Thomas Cook. The aim is to create a summer 2018 holidays package for tourists to
visit Morocco and Egypt.
Task 1 focuses on the underlying core principles in the travel and tourism sector and represents
the assessment of the impact of marketing environment in context of Thomas Cook Group and
the tourist destinations, on consumer motivation and demands factors and the market
segmentation factors in the form of a management report. Task 2 creates a management report
assessing the role of marketing as a management tool in travel and tourism by focusing on the
strategic marketing planning for the tourism business, the relevance of marketing research and
market information and in the influence of marketing on society. Task 3 extends a discussion on
the role of marketing mix in travel and tourism sector by disusing the issues of product, price and
place elements with reference to Thomas Cook’s summer 2018 holidays to Morocco and Egypt,
assesses the importance of service sector mix elements and the application of total tourism
product in reference to the case study. Lastly, task 4 addresses the concepts of promotional mix
in travel and tourism with the assessment of the integrate nature and role of promotional mix and
the planning of an integrated promotional campaign in the context of the case study.
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Task 1:
1.1 Discuss the core concepts of marketing for travel and tourism sector
The role of marketing in the travel and tourism industry is central to the success of the
hospitality sector. Like any other industry in the world, the sector of tourism and hospitality
flourishes on the concept of customer satisfaction and customer loyalty, this in turn
necessitates the requirement of the development of core marketing concepts. The core
concepts are developed in order to utilize the positive impacting aspects of marketing while
aiming to negate the ones that are negative. As Burnett (2003) state the key objective of
marketing concepts is to create a competitive advantage and provide assistance in the
identification, satisfaction and retention of customers. Hence, the sector of marketing and
hospitality follows the proposed systematic strategy, which is built in accordance to the
demands and expectations of the market and is inclusive of elements that act as a contributor
in the attraction of tourists. The core concepts of marketing in today’s industry of tourism
and hospitality relies on four basic and comprehensive principles (Kotler, Bowen & Markens,
2009). The strategies which markets use for the core branding relies on the concepts of
research, awareness, promotion and relations. Therefore, every marketing strategy entails the
need for the identification of the customer demands, the monitoring of the continuous
changes in the consumer service needs and the adaptation of strategies based on the
accumulated research. Awareness is the utilization of the brand awareness strategies to
increase the brand success and in turn attract consumer attentions. The next smart concept is
the employment of promotional strategies and next, the key focus on consumer relationships
and the development of consumer loyalty programs. Therefore, the four core concepts
summarize the concepts of company, customers, competition, promotion, product, price and
placement.
1.2 Assess the impact of the marketing environment on individual travel and tourism
businesses within Thomas Cook Group and tourist destinations with reference to
Morocco and Egypt.
The marketing environment is a constrained platform on which business operate, where the
interaction of the individual elements of marketing in the tourism and hospitality industry
interact. The marketing environment is perceived in two ways and assessed accordingly.
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External and internal marketing environment are the two perceived ways. External marketing
is inclusive of micro and macro factors, and are of the nature which is beyond the control of
marketers and impart a significant influence on the decision of the strategic marketing
strategies. Overall, the organizations’ marketing environment is inclusive of the stated
factors in the image below.
(Oxford College of Marketing, n.d)
By definition, micro environment refers to the internal variables of the organization including
the suppliers, the resellers, the completion, the customers including B2B, B2C, local and
international customers, and the general public. The macro environmental factors are based
on the external factors of the organization including the demographical factors, the economic
factors, the natural and physical forces, the political and legal aspects, the social and cultural
forces and the technological factors. As suggested by Bennett and Strydom (2001, p24) the
management of the micro and macro environmental factors should be focused through
strategic analysis and planning along with consideration of the market environmental factors.
In the context of Morocco and Egypt, Thomas Cook Group will require analyzing the
marketing environment based on the factors of price of investment, scope of marketing
campaigns and the competitors of the industry. The tourism in Morocco is a promising sector
with the sector of tourism as one of the key segments in the Moroccan economy. In 2013, the
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sector of tourism and hospitality in Morocco contributed to a total of 17.2 billion USD to the
Moroccan economy which also contributed to a total of the 18.7 per cent of GDP. As per
WTTC, the sector is forecasted grow 5.6 per cent per year from 2014 to 2024 (Infomineo,
2015). The contributing factors of Morocco’s boom in the sector of tourism and hospitality is
the stability of the country as a region of ‘political stability and absence of terrorism’ as per
MENA, the infrastructure and foreign investment scopes in the country, the significant
growth in the air traffic leading to the agreement with EU and the strategic plans of
Moroccan government aiming at doubling the size of its visitors by 2020.
Egypt on the other hand even though ahs faced a number of challenges I the recent years,
remains to exhibit the sector of its tourism and hospitality as one of the strong industries. As
per WTTC the sector of tourism and hospitality in Egypt has historically played a central role
in the contribution of the Egyptian economy, leading the rise in GDP from 8.5 per cent to
19.5 per cent from 1988 to 2007. The tourism infrastructure of Egypt is well- established
with direct international connections and the diverse attractions which the country is able to
offer. The promising attractions of the archaeological sites, the cultural festivals and the
beaches, have helped Egypt attract tourists from Asia, Europe and Middle East. Egypt ranked
in the position of 83 out of 141 by the “World travel & tourism Competitiveness Report”
conducted by Economic Forum in 2013.
Therefore, as Egypt and morocco also provide the desirable market climate for Thomas Cook
Group, the investment of the summer 2016 holiday plan is feasible.
1.3 Discuss the factors affecting consumer motivation and demand in the travel and
tourism sector.
As Thomas Cook Group has showed the willingness on the production of the tourism
package to Morocco and Egypt, one of the underlying factors in the successful
implementation of the package is the consideration of the consumer motivational factors.
This therefore, develops the requirement of the evaluation of the consumer demands
pertaining to the travel and tourism sector. The dependent factors can be categorized in two
divisions, one which focuses on the consumer motivation while the other on the demands.
The consumer motivation can be defined as the process which is aroused when the need to
satisfy the consumer wishes are visible after which marketers formulate products which
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provide the desired consumer benefits and help in the reduction of tension within the
consumers. The wide range of factors which effect the consumer motivation include the
physical factors of relaxation exercise and health, the emotional factors of romance, fantasy,
nostalgia and adventure, the personal factors of the search for economy, the need to satisfy
another individual and the actions of visiting friends and relatives, the personal development
factors of increasing knowledge and the keen interest in learning new skills, the factor of
status including fashionability, the obtaining of a good deal and the exclusivity of interest
and lastly, the other effecting factor is cultural in nature where tourists are motivated to
experience new ones (Oana, n.d). The other affecting factors include the personality of the
tourists, the lifestyle that provides an idea of the context of their purchase decisions, the past
experience and history of tourism of the consumers, the self perceptions of weaknesses and
strengths.
1.4 Analyze the principles of market segmentation and its uses in marketing planning at
Thomas Cook Group.
As the plan of development of the tourism package to Egypt and Morocco is aimed by
Thomas Cook Group, the assistance of the market segmentation strategy is pre- eminent in
nature. The involvement of strategies which help in the segmentation of the consumers with
their respective potentiality to the segmented groups as per Thomas Cook Group’s services
and products is the unabridged meaning of market segmentation. Proper market segmentation
allows the tourism and hospitality group to “price and apply inventory controls in order to
maximize revenues from various lines of business”. The principle of market segmentation
provides the need for focus on the areas of product, pricing and distribution (Lynn, 2011).
The evidence of the affectivity of the three key areas lies in the promising fact that revenue
marketer’s achieve more profitable results with the ensuring aspect of reporting and tracking
the segmentation changes and demands.
For the purpose of planning the tourism package at Thomas Cook Group, the segmentation
will be made based on the features of demography and geography, psychographic and
behavioral (Solis, 2010). The geographic segmentation category will focus on the region,
population, climate and size; the demographic segmentation will focus on income,
occupation, age, gender and lifestyle of consumers while psychographic category will focus
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on social interests, values and activities of consumers. Lastly, behavioral segmentation will
rely on the benefits, occasional, usage, loyalty and features.
Task 2
2.1 Analyze the importance of strategic marketing planning for a selected travel and
tourism business (Thomas Cook) or tourist destination (either Morocco/ Egypt)
In the industry of tourism and hospitality where the driving factors are constantly changing, the
need for a strategic marketing plan is essential. In today’s world, the uncertainties and the
changes in the environmental condition lead to the creation f ambiguity, thereby encouraging
business organizations in to develop a plan in a strategic manner. The strategic marketing plan is
extensive and is of long- range in nature, and works on the basis of the development and growing
opportunities of the business. The business factors encompass the strengths, weaknesses, threats
and opportunities as assessment of factors. Furthermore, it also entails the security of the
business, and the components of sustainability and competence. Marketing plans help provide a
vision for the future, describes a framework for leadership direction and the management of the
competitive market strategies. Therefore, Thomas Cook Group is by all means compelled to
create a strategic marketing plan.
The Thomas Cook Group Plc is one of the leading organizations of UK in the sector of tourism
and hospitality. With branches dispersed globally and the rich history of being in the higher
ranks of service delivery and customer service quality since 1841, the assessment of the
strengths, weaknesses, opportunities and threats of company will help analyze the strategically
position required to be placed.
Strengths
The key strengths of Thomas Cook Plc is begins with its rich history of operations since 1841,
resulting in the brand recognition as one of the best in the industry. Secondly, the organization
continues to provide exemplary services at affordable and accessible holiday rates to its
customers. The company employs more than 30, 000 employees comprising of diverse
backgrounds. Thirdly, Thomas Cook Group Plc has established a strong global presence in
services of holiday packages, resorts, hotels, flights and other areas of tourism and hospitality.
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Next, the strong brand presence of the company poses as one of their key strengths due to the
efficient marketing strategies due to TVCs, OOH hoarding and online and print ads. Another
factor which helped strength the brand presence was the association of the Olympics Games with
the company, helping Thomas Cook Group Plc achieves a brand recognition status worldwide.
Lastly, the active sponsorships of the company in many events and sports teams have also helped
it establish the brand presense.
Weaknesses
The primary weaknesses of Thomas Cook Group Plc includes the refusal of paying statuary EU
compensation to its customers and the intense competitive that surrounds it. Furthermore, the
dynamic nature of the changing exchange market rates drives the possibility of losses and risks.
Apart from being a [prey to market fluctuations, declination of the tour planner product of the
company due to high operational and functional costs add to its weaknesses (Ayodele et al., n.d).
Opportunities
The opportunities which Thomas Cook Group Plc has are firstly, the opportunity to become the
largest travel company in UK and EU. Secondly, the opportunity to boost their share prices by
the expansion of the business and its strategies. And lastly, utilizing the advantage of digitalizes
the operations for increased penetration.
Threats
The threats lie in the uncertain factors of the airline sector, the increase in the liabilities of the
company as a result of unpaid compensations and the reduction of the market shares due to price
wars.
2.2 Discuss the relevance of marketing research and market information to managers in the
travel and tourism sector with reference to Thomas Cook Group
The importance of market research in the sector of travel and tourism is immense. Market
research helps to provide an integrated synthetic that benefits both the marketers within the
organizational and the consumers. Marketing information is employed in the identification of
marketing opportunities and problems, in the development of market entry strategies of the
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organization, in the generation, refinement and evolution of the market factors, in the assessment
and auditing of the performance and in the forecast of the trends based on the collected data and
information. As Moutinho (2000, p 79) states the elements of marketing research includes the
determination of market characteristics, the measurement of market potentials, the sales analysis,
the market share analysis and the study of the business tourism trends. However, the market
research methodology evolves involving 7 steps concerning the area of identification and
definition of the research problem and the determination of the specific require information. In
case of the given case study, Thomas Cook will utilize the seven key steps in conducting its
research on the market of Morocco and Egypt of the tourism and travel sector and will assess the
five stated factors.
2.3 Assess the influence of marketing on society.
The impacts of marketing come in a sundry of conditions, on the society. Today, marketers are
increasingly gaining more awareness of the societal change marketing can have on our society,
fostering the recognition of society values while still being part of a profit driven organization.
Marketing is the “management prices of anticipating, identifying and satisfying customer’s
requirements’, where it helps in the protection of consumers through the strict governmental
regulations of products and services. In turn, the organization is also responsible for marketing. It
is due to the marketing by the organization that the increases in consumerism are influenced by
the decision makers. Marketing also helps in acting as a platform to raise awareness and
modeling behavior. Furthermore, marketing drives the consumer economy and creates jobs
opportunities.
However, marketing is also responsible for the management of the consumer expectations. In
today’s modern consumerism marketing society, consumers are well versed with the practices of
misleading claims and practices. Next, marketing also helps in ensuring the sustainability of
businesses. Hence, it is crucial for organizations to invest in marketing and adhere to the
regulations.
Task 3
3.1 Discuss issues in the product, price and place elements of the marketing mix with
reference to Thomas Cook’s summer 2018 holidays to Morocco and Egypt
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Marketing mix is the framework of key factors based on which the marketing of the organization
is carried out. Hence, it can often be utilized as a marketing tool which is tactical in nature and
helps the organization in enhancing demand for their product and services. Marketing mix is
based on three Ps which include product, price and place as factors. However, through the
literature review and assessment of the discussions of the Ps’ the marketing mix is related to,
another P is added which is promotion. The product factor focuses on the good and services
offered by the company including the tools of variety, design, brand name, packaging, services,
and quality. The second P is Price, which focus on the amount paid by consumers when
purchasing the product or the service offered by the company and the tools of implementation
includes credit terms, list price, discounts, allowance and payment period. The third P is Place or
distribution, which controls the variables related to activities and strategies that enable the
product to become available for consumer usage. This factor includes variables of coverage,
locations, inventory, logistics, transportation, assortments and channels. While the last P is
concerned with Promotion, where the strategies help in enhancing communication of the
product’s service features and benefits. This includes the variables of personal selling, sales
promotion, advertisements and public relations. Marketing mix includes uncontrollable factors as
well such as consumer behavior, competitor behavior, government behavior and intermediate
behavior. With respect to the case study, the company requires to focus on the stated 4 Ps.
3.2 Assess the importance of service sector mix elements to the travel sector
Service marketing mix encompasses the mixture of elements of services marketing that
organizations apply to communicate the brand message to consumers. The mix includes the 7 Ps
of service marketing which includes product, place, promotion, pricing, people, processes and
physical evidence. In the sector of travel and tourism, consumers travel where the services are
located and the key principles of the service mix include hospitality. Therefore, service delivery
is of importance. The combination of the factors of pricing strategy, place strategy and the others
stated together help to direct success in the service marketing of the company, such as Thomas
Cook.
3.3 Apply the concept of the total tourism product to an individual tourism business such
as Thomas Cook.
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Total tourism is the product of the tangible and the intangible components of the activities at the
respective destinations, which in this case include Morocco and Egypt. The total tourism product
can broadly be defined as the strategy encompassing the elements of an ‘ideal’ tourism
experience. The concept of total tourism when applied in regards to Thomas Cook will firstly
focus on the primary and basic aspects such as bookings, air transport and accommodation. Next,
it will focus on the secondary factors of the public goods and lastly, on the complementary
services. Since the company has diversely branched tourism destinations, has over 100 airplanes
for its customers, and a distribution network of products in retail stores and other third party
agents, the concept of total tourism therefore, is applicable.
Task 4
4.1 Assess the integrated nature and role of the promotional mix
Promotional mix as the name sounds, is the integration of an array of promotional tools,
strategies and methods of communication to present the brand, the products and services of the
company (Kokemiller, n.d). The key aim of the promotional mix is to efficiently and effectively
integrate the key components of marketing mix as well as the elements of promotions to attract
the target customers. In case of Thomas Cook Group Plc, the target customers include those
aiming to visit Egypt and Morocco from different time zones of the world. The role of the
promotion mix is factoring and determining the success of the marketing mix. Firstly, it includes
the advertisement including the sponsorships of promotion of ideas, services and goods. Next,
the attempt of personal selling is conducted through persuasion of potential customers through
oral presentations, sales meetings, incentive program strategies and sales representatives.
Thirdly, the promotion is applied through the propagation of media and non- media marketing.
Next, the uses of public relations are applied through the use of media such as newspapers,
magazines, reports, seminars, speeches and periodicals. Therefore, this includes the four Ps of
the marketing mix stressing on the product, place, and pricing. The key objective of a promotion
mix for Thomas Cook Group Plc is the promotion of its strong benefits to target valued and
potential customers that is the promotion of the Summer Tourism package to Morocco and
Egypt.
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4.2 Plan and justify an integrated promotional campaign for Thomas Cook summer 2018
holidays.
The integrated promotional campaign for Thomas Cook Group Plc should include all the
elements of the concept that is brand messaging focus across traditional and non- traditional
platforms for marketing channels. Therefore, with the integration of the marketing strategies of
both the platforms, a unified marketing target will be accessed. In order to establish the
integrated promotional campaign, the company therefore requires setting the target audience.
This will include customers from around the globe aiming to visit Morocco and Egypt. The
understanding of the motivational factors of marketing should be assessed with the market
research. The recommended market research methodology is a survey with the sampling method
consisting of potential visitors from the booking channels of the company. To draw the attention
strong message is required and the channels of marketing both online and offline should be
utilized. Furthermore, the assistance of digital marketing should be given due focus with
advertisements of visual nature. Overall, the integrated promotional campaign of Thomas Cook
Group Plc will include the 4Cs that is coherence, consistency, continuity and complementary
(Heaton, 2014). The primary focus will be given in understanding the customer and the brand in
order to discover the key insight for the communication that needs to be transpired.
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Conclusion
Marketing imparts a vital and significant role in the industry of travel and tourism. This was the
primary focus of the context, which depicted the importance of marketing with the assistance of
a case study. Assuming the role of Assistance Marketing Manager for a Tour Operator Thomas
Cook, four tasks were conducted each emphasizing on the various aspects related to the creation
of the summer 2018 holidays package for tourists to visit Morocco and Egypt. Task 1 discussed
the core concepts pertaining to the market of travel and tourism, the impact of marketing
environment on Thomas Cook Group Plc, the factors affecting consumer motivational and
demand and the market segmentation principles along with its uses in the marketing plan
regarding the case study. the core concepts of marketing include research, awareness, promotion
and relations, the discussion of external and internal marketing environment with respect to
macro and micro elements, the various factors of consumer motivation and the segmentation
factors of demography, geography, behavioral and psychographic factors were discussed in Task
1. Task 2 focused on the importance of strategic marketing planning with respect to Thomas
Cook Group Plc, the relevance of marketing research and the influence of marketing in society.
This was conducted through the SWOT analysis of Thomas Cook Group Plc, the relevance of
marketing research in respect to the benefits of marketers and consumers, and the assessment of
the various impacts of marketing on the society of today’s age. Task 3 discussed the issues in
product, price and place elements of marketing mix with regards to Thomas Cook’s summer
2018 holidays to Morocco and Egypt, the importance of service sector mix elements and
provided an application of the tourism product to individual tourism business. Task 4 provided
an extended discussion on integrated nature and role of the promotional mix and proposed an
integrated promotional campaign for Thomas Cook summer 2018 holidays. The key aspects
discussed included the promotional mix with regards to Thomas Cook Group Plc and the
integrated promotional campaign provided the framework with significant focus on the audience
targeted. In conclusion, the tasks provided understanding on the importance of marketing in
travel and tourism, the strategies to implement efficient marketing and focused on the various
aspects of it.
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Task 4: Promotional Campaign of summer 2018 holidays to visit Morocco and
Egypt
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Target Customers:
 Customers from different time- zones.
 Thomas Group Plc customers aiming
to visit Egypt and Morocco.
Advertisement:
 Sponsorship of products, goods and
services.
Sales Promotion:
 Media Marketing
 Non- media marketing
Publicity:
 Public relations through newspapers,
magazines, reports and seminars.
Personal Selling:
 Persuasion of customers through
incentive program strategies, oral
presentations and sales meetings.
 Sales strategies for respective customer
groups related to the time- zones they
are part of.
Marketing:
 Integration of regional tourism plan,
product regional development.
 Clustering adjoining regions with
special interest consumer groups.
2018 holidays to Morocco and Egypt
Thomas Group Plc

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