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Marketing Planning at Thomas Cook Group : Report

   

Added on  2020-01-21

15 Pages5017 Words34 Views
Marketing In travel and tourism1
Marketing Planning at Thomas Cook Group : Report_1
TABLE OF CONTENTSINTRODUCTION ..........................................................................................................................3TASK 1............................................................................................................................................31.1 Core concepts of marketing for travel and tourism sector.....................................................31.2 Impact of marketing environment on individual travel and tourism businesses withinThomas Cook Group and tourist destinations..............................................................................41.3 Factors affecting consumer motivation and demand in travel and tourism sector................51.4 Principles of market segmentation and its uses in marketing planning at Thomas CookGroup...........................................................................................................................................6TASK 2............................................................................................................................................72.1 Importance of strategic marketing planning for Thomas Cook.............................................72.2 Relevance of marketing research and market information to managers in Thomas CookGroup...........................................................................................................................................72.3 Influence of marketing on society..........................................................................................7TASK 3 ...........................................................................................................................................73.1 Issues in product, price, place elements of marketing mix....................................................73.2 Importance of service sector mix elements to travel sector...................................................73.3 Concept of total tourism product to an individual tourism business.....................................7TASK 4............................................................................................................................................74.1 Integrated nature and role of promotional mix......................................................................74.2 Plan and justify integrated promotional campaign for Thomas Cook...................................8CONCLUSION................................................................................................................................9REFERENCES..............................................................................................................................102
Marketing Planning at Thomas Cook Group : Report_2
INTRODUCTION Travel and tourism sector in UK is regarded as one of the fastest growing industry acrossthe world. Marketing is considered as indispensable component within the industry. Througheffectiveness in marketing planning, exchanges between visitors and destinations, tour operatorsand travel agents has been started in an appropriate manner (Fyall and Morgan, 2009). Moroccoand Egypt are renowned travel destination that possesses treasure of nature and wildlife. In thepresent report, marketing in travel and tourism sector has been discussed with respect toMorocco and Egypt. The study entails to understand concept and principles of marketing intourism sector. Further, it covers the role of marketing as management tool in travel and tourism.TASK 11.1 Core concepts of marketing for travel and tourism sectorMarketing involves the activities of firm that are attached with buying and selling ofproducts and services. It includes advertising, delivering product and selling to the customers.The core concept of marketing has been enumerated in the manner below: Needs: In the present competitive environment, it is essential for the individual to seek formovement towards the desired location in order to gain relaxation. There is greaterrequirement for the market to make identification of individual’s needs and make efforts toattain them in an effective manner (Gretzel, Hwang and Fesenmaier, 2012). In travel andtourism sector, basic need of customer involves food, financial services as well asaccommodation. Thomas Cook offers such kind of amenities to the travelers. Wants: There are different customers of Thomas Cook from across the globe. Variouscustomers possess several wants and desires in relation with travel options, accommodation,entertainment options as well as food delight. The company has several options regardingthis. Market:This is regarded as the target market for the company. There is presence of twotypes of market which includes; indirect and direct. The former involves targeted audiencesand customers (Hudson, 2010). However, indirect market covers intermediaries. In case ofThomas Cook, direct market will be for travelers and patrons. Further, indirect market3
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comprised of suppliers of hotels, accommodation, industry as well as providers of financialservices. Demand:Analysis and development of operations are carried out on the basis of demandwhich is regarded as the most crucial part of marketing in travel and tourism sector (Gretzeland Yoo, 2008). Firm carries out assessment of target market, customers and developsstrategies in accordance with it. Profit: This concept is referred to as estimation of business profitability after taking out allthe expenses that will incurred in the marketing related activities. Networking and relationship: Key requirement of marketing is related with development ofrelationship with customers as well as suppliers with the aim to enhance the share of market(Le Serre and Chevalier, 2012). Through development of satisfying relation with patronsand distributors, firm is able to survive for longer time span. Such can be improved throughdeliverance of quality products and effective services at reasonable prices. 1.2 Impact of marketing environment on individual travel and tourism businesses within ThomasCook Group and tourist destinationsMarketing environment has potential impact on the business of Thomas Cook. Further, itassists in persuading the visitors towards colossal monuments of Egypt and unique as well asinteresting places within Morocco. The impact of marketing environment has been enumeratedbelow:Political environment: The regulatory authorities of Morocco and Egypt invite visitorsfor exploring the natural beauty. This is done through liberalization of rulers andregulations in relation with visas and other related formalities while entry(Machlouzarides, 2010). In addition to this, the legislative heads persuades investmentsby offering opportunities of business to traders by liberalizing the norms within formalagreements. Economic environment: The economic conditions of Egypt as well as Morocco hasenhanced since 2003. This is after when the economic reform was undertaken by thegovernment through liberalization of economic policies. The emergence of customs andtariffs has effectively favored travel and tourism industry in order to enter with ease in4
Marketing Planning at Thomas Cook Group : Report_4

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