Marketing Mix Analysis: Thomas Cook's Travel Product

The assignment provides a detailed analysis of Thomas Cook's marketing mix, focusing on a new travel product. It explores the product, pricing, and promotional strategies employed by Thomas Cook for a tour package to Egypt and Morocco. The report also discusses the challenges faced in product development and pricing. Furthermore, it examines the extended marketing mix, including process, people, physical evidence, and productivity/quality. The analysis highlights the importance of these elements in the service sector and the development of a total tourism product, emphasizing customer needs and demands. References to books and online resources support the analysis, offering a comprehensive understanding of the marketing strategies used in the travel and tourism industry.

Marketing in Travel and
Tourism Management
Task 3

Marketing Mix
Marketing mix is a principle tool
that is used for developing
efficient marketing strategies and
techniques.
Thomas Cook applies this
principle in developing its new
product.

Product
• Thomas Cook is proposing a
destination tour package for
summer 2017 to Egypt and
Morocco.
• This product is a great
opportunity for travellers to
explore such heritage and
culturally rich sites.

Price
• The price of this product is
strategically decided.
• Thomas Cook has evaluated
competition status in the
market and provided certain
offers and discounts too.

Promotion

3.1 Issues in product, price and place
Following issues are faced by the company in accordance with
elements of marketing mix.
• Product: The most common issue that is faced by Thomas Cook
while developing an idea into a product is threat of repetition or
copying.
• Price: The decisions regarding cost effectiveness of a product are bit
complex. Competitor's hidden pricing structure can turn company's
prices to be either cheaper or costlier.

3.2 Importance of service sector mix elements
Modern day business organisations use an extended version of
marketing mix which include following elements:
• Process:The systems and techniques that are involved in production
of commodity is known as process.

Continued...
 People: Employees, management, shareholders, company's culture,
etc. are the components which are described in people engaged in
production of services.
• Physical Evidence:From generation to delivery, it is important for
business organisations to provide evidence for their services.
• Productivity/Quality:The worth of a service is judged by applying
this element of marketing mix.

3.3 Total tourism product
• When companies develop certain techniques in which different
components are grouped together, then the combination is
termed as tourism product.
• Customer needs and demands are preferred while applying
such a concept.

References
Books and Journals
 Becker, E., 2016. Overbooked: the exploding business of
travel and tourism. Simon and Schuster.
 Crouch, G. I., 2012. Competitiveness and tourism. Edward
Elgar.
Online
Structure of travel and tourism. 2016. [Online]. Available
through: http://web.sob.hu/icm/icm-Structure-of-Travel.pdf.
[Accessed on 3rd October 2016].