Marketing in Travel and Tourism Sector Assignment
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Added on 2020-01-21
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The impact of the marketing environment on Thomas Cook Group with Morocco and Egypt. The factors affecting consumer motivation and demand in the travel and tourism sector. The principles of market segmentation and its uses in marketing planning at Thomas Cook Group. Analyzing the importance of strategic marketing planning for Thomas Cook. Issues in the product, price, and place elements of the marketing mix. Assessing the integrated nature and role of the promotional mix. check for "A Case study of Thomas Cook" and "marketing strategy of Thomas cook" for better analysis.
Marketing in Travel and Tourism Sector Assignment
Added on 2020-01-21
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Table of Contents.............................................................................................................................................................1INTRODUCTION................................................................................................................................3TASK 1.................................................................................................................................................3P1.1 The core concepts of marketing for the travel and tourism sector..........................................3P1.2 The impact of the marketing environment on Thomas Cook Group with Morocco and Egypt.........................................................................................................................................................4P1.3 The factors affecting consumer motivation and demand in the travel and tourism sector......5P1.4 The principles of market segmentation and its uses in marketing planning at Thomas Cook Group...............................................................................................................................................5TASK 2.................................................................................................................................................62.1 Analyzing the importance of strategic marketing planning for Thomas Cook..........................62.2 Discussing the relevance of marketing research and marketing information to managers ......72.3 Assessing the influence of marketing on society.......................................................................7TASK 3.................................................................................................................................................8P3.1 Issues in the product, price and place elements of the marketing mix....................................8P3.2 The importance of service sector mix elements to the travel sector........................................9P3.3 the concept of the total tourism product to an individual tourism business............................9TASK 4...............................................................................................................................................104.1 Assessing the integrated nature and role of promotional mix..................................................104.2 Planing and justifying an integrated promotional campaign for Thomas Cook summer 2016 holidays..........................................................................................................................................11CONCLUSION...................................................................................................................................11REFERENCES...................................................................................................................................122
INTRODUCTIONThe company who work for the customers who travel across the places from their usualenvironment for leisure , business or for vacations is known as tourism sector. It is the largestservice industry regarding gross revenue and foreign exchange earnings. It is an major socialphenomenon which are driven by social, religious, recreational, business trips etc. The mainmotives of the travel and tourism are to know the need identification of the customers, to offer theeconomic price tour package to the middle class customers because it has the potential to stimulateother sectors in the economy (Bryson and Salazar, 2012).Thomas Cook Group is one of the popular travel and tourism company in the UnitedKingdom was founded by the Thomas Cook in year 1841. The company is leading leisure travelgroups globally with good sales performance as well as serving more than 22 million customersworldwide and listed on the London Stock Exchange. The motive of Thomas Cook is to delivergood , trusted, personalised holidays experience to their customers by meeting up their requirementsthrough online tools and applications (Great Britain Competition Commission, 2011). In thisresearch of Thomas Cook , the report focus on various aspects such as its marketing concepts,principles of marketing, role of marketing mix and to know its promotional activities which is usedby the company to promote its brand value as well as to attract more customers to their services. TASK 1P1.1 The core concepts of marketing for the travel and tourism sectorThe core concepts of marketing include STP i.e. segmentation, targeting and positioning ofthe travel and tourism sector. Thomas Cook is segmenting the market on the basis of demographic,geographic, behavioural and psychographic segmentation. The company is concentrating on the age, gender and race of the customers in demographic by offering good tour packages to the family inthe economic rates. In geographical segmentation is done on the basis of area, location etc. whereasin behavioural segmentation, the company provides the value of money to the customers for the tourpackages and give them additional benefits (Adams and et. al., 2015). In psychologicalsegmentation, the organisation is focussing on the tastes and preferences, class and attitudes of thecustomers to meet the needs and wants of the market. The other concepts of marketing includes marketing mix which has four components i.e.product, price, promotion and place. Thomas Cook is providing product and services to theircustomers which can easily be personalised according to the needs of the consumers so that manycustomers can get attract to the the organization. Price of the Thomas Cook is also reasonable as perrequirements of the customers and according to their price groups. Promotion of Thomas Cook is3
done by advertising, mass media and social media etc. to attract large number of customers of allgroups. Place also matter most in marketing any products and services so the distribution channel ofthe Thomas Cook is large to gather many people at once. Along with the above segments, Thomas Cook is focusing on other and major core conceptof the marketing which are as follows: Customer Needs: It is important for the firm to understand the customer needs with respect to traveland tourism industry. For this, organisation conducts market research which helps in knowing aboutthe perception and views of the clients with respect to the tourism products and services offered byit. By meeting the needs and expectations of the consumers, Thomas cook increase their satisfactionlevel. In context to the travel and tourism sector, tourists want proper security, high qualityservices, fresh and pollution free environment, full enjoyment and healthy food. All these demandsare fulfilled by the Thomas Cook in effective manner.P1.2 The impact of the marketing environment on Thomas Cook Group with Morocco and EgyptThe impact of the marketing environment on the Thomas Cook Group is examine by thePESTLE analysis which is as follows (Fitzen, 2009):Political Factors: The company is taking care of the government regulations and legalissues which is quite stable in Morocco and Egypt. War against terror is major issue which isaffecting the political stability of the government. The organisation should focus on theaviation fuel tax and VAT on air tickets and the company should check the government'staxation policy. Economic Factors: This factor affects the buying power of the probable customers and alsoaffects the company's sales performance. Thomas Cook is investing more in the business aswell as customers also spending high in the tourism which can led to promote Morocco andEgypt tour package. Social Factors: The company is giving safety and security while travelling to Morocco andEgypt which is major concerns for the customers to travel place to another. Changing oflifestyles and fashions, customers is spending more on the travel to get luxurious tourpackages. Technological Factors: It also helps the travel agency to boost up their sales in theorganisation by having internet access and making purchases at online i.e. booking fortickets and holidays. For effective services, the company should aimed at providinginnovative services and distribution of products can be done through marketing information4
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