Marketing Strategies Of Thomas Cook | Travel & Tourism Industry
Understanding the history, structure, and influence of the travel and tourism sector, including key historical developments, the role of government and international agencies, and the impact of economic policy and political change.
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Added on 2020-02-17
Marketing Strategies Of Thomas Cook | Travel & Tourism Industry
Understanding the history, structure, and influence of the travel and tourism sector, including key historical developments, the role of government and international agencies, and the impact of economic policy and political change.
Added on 2020-02-17
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TABLE OF CONTENTSINTRODUCTION...............................................................................................................3TASK 1................................................................................................................................31.1 Core concept of marketing...................................................................................31.2 Impact of marketing environment........................................................................61.3 Factors affecting customer's demand and motivation...........................................81.4 Principles of market segmentation and its uses in marketing.............................10Task 2.................................................................................................................................112.1: Thomas Cook strategic marketing planning for Morocco and Egypt ..............112.2: Relevance of marketing research and marketing information to Thomas Cookmanagers...................................................................................................................122.3: The influence of Thomas Cook marketing on society.......................................13TASK 3..............................................................................................................................153.1: Covered in PPT..................................................................................................153.2: Covered in PPT .................................................................................................153.3: Covered in PPT..................................................................................................15Task 4.................................................................................................................................154.1: The integrated nature and role of the promotional mix.....................................154.2: The integrated promotional campaign of Thomas Cook for the Morocco andEgypt.........................................................................................................................16CONCLUSION AND RECOMMENDATION ................................................................17REFERENCES...................................................................................................................18
INTRODUCTIONThomas Cook is UK based travel and tourism agency which has a large networkall across the globe. Thomas Cook is using ample of marketing strategies to stretch theirbusiness and for the sake of more expansion of their travel and tourism services. As theyhave already an important name in their area so they are looking to adopt marketingstrategies for two distinct destination Morocco and Egypt. Thomas Cook is planning tolaunch a summer holiday trip to Morocco and Egypt. For making their launch moreeffective Thomas Cook is using various marketing strategies by understanding the factthat travel and tourism industry needs marketing strategies in order to attract more andmore people towards them. The service launched by Thomas Cook agency consists withthe concepts of marketing and also, they are getting help from the various marketing toolssuch as marketing mix and promotional mix. TASK 11.1 Core concept of marketingThe process of marketing revolves around some core concepts, which are;a) Marketing Concepts: These are the concepts which are used by the organization to meet the customer'sneed, demand. These are further used to maximize the profit and to increase the sales.There are 5 basic concepts of marketing which are described as follows;
Production concept- This is one of the oldest concept, which is used in marketing.The focus of this concept is to produce a product which is favoured by theconsumers (Buhalis and Foerste 2015). The product should be of the highestquality and very easily affordable.Product concept- the main part of this concept is the product quality andimprovement in the existing product. This concept tells that consumer will onlybuy that product which offers high quality, innovative features and highperformance.Social Marketing concept- the marketing should be done on various socialnetworking mediums. It is the easiest way to reach and to interact with theconsumers.Marketing concept- this focuses on achieving the goals set by the company and toknow the needs of the consumers.Selling concept- the idea of this concept is that to put extra effort in the promotionof the product, so that the consumer will buy enough products. b) Wants:Illustration 1: Core concept of marketing(Source: Core concept of marketing, 2017)
The main desire of the consumer is that the tour should be enjoyable, adventurousand should have memorable experience. This desire is always arises from the needs of theconsumers. c) Needs:The needs can be related to either psychological or security. At the time oftravelling, the basic need is proper accommodation, quality food and transport facility(Xiang, Magnini and Fesenmaier, 2015). The other needs would be the time which willbe allotted in travelling should be less and the stay on the place should be more. d) Demands:This occurs when the consumer has more needs, because it happens when he isable to pay any amount of money for the services. In tours, they will demand for localfood or sometimes more security.e) Products:These can be anything which are fulfilling needs and wants. f) Market:This is not only related to the physical appearance of place, but it also includes theperson with their contact. Where the customers are and their detailed information.Some core elements:Thomas Cook can also design some attractive travel offers which will attract morenumber of consumers. One concept is that they should offer such kind of services forwhich the consumers are willing to pay. One example is that the economic classconsumers wants the travel budget to be in their limits, so the company have to offerthose special offers which will attract economic class consumers more. Marketing offer: The offers which are offered by the organization in respect tothe products and services which are according to the demands and needs of consumersand having high quality. Thomas Cook can design some customized travel packageswhich are as per the needs of consumers. Customer satisfaction: The company have to make sure that all the customer's aregetting satisfied by the travel offers and their prices. The values of such kind of servicesprovided by the company ca be determined by observing the job satisfaction of thecompany.
Exchanges, transactions and relationship: The consumer have to pay the moneywhich is asked by the company. It is essential that the consumer should pay money tomoney, means they have to pay more, if Thomas Cook is offering customized travelpackages as per the demands of consumers. Changing emphasis of market: The market is having different consumers withdifferent view points. Thomas Cook is providing the services, which are valuable in thedomestic market as well as international market. The threats and opportunities must beanalysed in order to make effective decision. In Morocco and Egypt, there is a huge threatof terrorist, so the company have to make their packages and plan by keeping all thethings into consideration. Examples: Thomas cook is offering various tour packages of Egypt and Moroccoto fulfil the needs of the travellers. They are providing quality food at proper time forbreakfast, lunch and dinner. The transport facilities are also high class so that the comfortlevel of the consumers is maintained. This is based as per the local region like camelsafari at desert area etc. Their holiday packages are developed with the facility ofinsurance, like car accident or adventure tour insurance. Their offers developed arehaving destinations and adventures activities. Egypt:Sharm el-Sheih is one of the most popular attraction with opening at Red Sea.Here you can enjoy the sun and the beaches. If you are an active person Sharm el-Sheih isperfect for scuba diving.Morocco: Marrakech is the perfect place for a sunny holiday because here thetemperature never goes under 28 degrees and the rain is very rare. Here also you can seethe Mosque Koutoubia.1.2 Impact of marketing environmenta) Micro Environment Customers- the main impact of marketing is totally depended on the needs, wantsand the demand of the consumers. Sometimes it can happen that the consumerwants more days of tour in less amount of money. This will impact the plans andplaces which are already fixed.Suppliers- Thomas Cook is providing the facilities like accommodation, transportand food facilities in their plan. If the supplier is providing the quality services
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