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Marketing in Travel and Tourism - Thomas Cook Assignment

   

Added on  2021-01-01

14 Pages4038 Words86 Views
Marketing in Traveland Tourism
Marketing in Travel and Tourism - Thomas Cook Assignment_1
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1TASK 1 ...........................................................................................................................................11.1 core concepts of marketing for the travel and tourism sector...............................................11.2 Impact of the marketing environment ..................................................................................21.3 factors affecting consumer motivation and demand in the travel and tourism sector..........31.4 principles of market segmentation........................................................................................4TASK 2............................................................................................................................................52.1 Importance of strategic marketing planning.........................................................................52.2 Relevance of marketing research and market information to managers...............................62.3 Assess the influence of marketing on society.......................................................................6TASK 3 ...........................................................................................................................................73.1 Discussing issues in products, price and place elements of marketing mix..........................73.2 Assessing importance of services sector mix........................................................................73.3 Concept of Total Tourism Products to Thomas Cook .........................................................7TASK 4 ...........................................................................................................................................74.1 Integrated nature and role of the promotional mix ...............................................................74.2 Integrated promotional campaign.........................................................................................8REFERENCES .............................................................................................................................11
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INTRODUCTIONThomas Cook is a leading travel and tourism company. The agency was started byEnglish man Thomas Cook in 1855. The company work on the principle to provide the bestservices to potential customers. Entity organized their first trip in 1841 by rail carrying 500customers. Till now, they have managed to plan many tours and travel packages in various partsof the world (Assaker, Vinzi and O'Connor, 2011). Study will discuss core concept of marketing,assess impacts of marketing environment, discuss factors affecting consumer motivation anddemand and analysis the principles of market segmentation and its planning at Thomas Cook. Itwill analysis importance of strategic marketing planning, relevance of marketing research andinformation to manager and assess the influences of marketing on society of travel and tourismsector. It will also discuss issues of products, place and price elements of marketing mix, assessimportance of services sectors mix and apply the concept of total tourism products in travelbusiness.TASK 1 1.1 Core concepts of marketing for the travel and tourism sectorThomas Cook is a famous name in travel and tourism sector. They have a portfoliocovering all the travel brands that have significant value in market. Company is to provideservices in different cities like UK, Ireland, North America, Germany and continental Europe.Marketing concept used by Thomas Cook is to identify consumers, their needs and wants toensure that they offer right holiday package to accurate clients at right time at correct value(Brotherton, 2012). Company has merged with My Travel who are working together to keepcontrol and has taken high efforts to stay on top. They focus on design of brochures ofcompany.All the organisations keep an eye on the customer as they are the one because of whichcompany is growing. Thomas Cook also look at its customers constantly, collect feedback andreviews about services, so that company can make correction and improvements where they arelacking. Making right goods at correct time and at accurate place is another focus. They keep atrack on products' performance and also update the information. (Evans, Stonehouse andCampbell, 2012). 1
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Main aim of Thomas Cook organisation is to satisfy customers by booking flight tickets,arranging cabs at pick up point, providing discount coupons to retain old customers, keeping intouch with its regular clients by emails, calls and collecting regular reviews from consumers.Company believe in providing equal, fair employment, diversity, provide jobs to any category ofpeople, if they are qualified. There is culture of trust and loyalty among employees of ThomasCook which show to their customers which helps to build a strong customer relationship.1.2 Impact of the marketing environment Being a renowned and famous company, there are various micro and macro factorsaffecting the marketing environment (Mehmetoglu, and Norman, 2013).Political factors: - These are the elements related to regulation, rules, trade restrictions, tariff,and policies. Morocco's government has brought changes in many of its labour and employmentrules which have increased the availability of more employees for Thomas Cook. Egypt receivesa strong support from US which is a big challenge for the state as they are dependent on othercountries for finance.Economic factors:- The economic factor influence on demand on mainly, income, price andprofits (Moutinho, 2011, 2011). as been a great fall in the value of currency of Egypt which isnot a good sign for the successful running of Thomas Cook. The company gets a fed due tofluctuation in the rate of currency, unemployment rate, change in income etc. of many countries.Socio-cultural factors: - Egypt is like many other countries having high rate of population andgap between different sections of the society. There are many tourist attraction places and hasbecome “mass tourism” place which attract high rate of tourists. Marrakesh, a major touristattraction place in Morocco, which attracts a huge number of customer. People here are friendlyand helpful (Perch-Nielsen, Sesartic and Stucki, 2010).Technological factors: - The easy internet access in countries like Egypt and Morocco, it hasbecome comfortable for the travellers to search places, restaurants, clubs, beaches nearby easytransportation which attracts a huge number of customers.Micro Environment: Competitors: - An organisation has to face competition from many travel and tourismcompanies. To be differentiated, they try to be providing unique services to its customers, byreviewing their feedback and meeting those wants and needs. An organisation run their ownflights at some stations in the countries of Morocco ,Egypt.2
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