Marketing in Tourism | Thomas Cook

Added on -2020-02-12

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MARKETING INTRAVEL ANDTOURISM
Table of ContentsINTRODUCTION...........................................................................................................................31.1 The core concepts of marketing for the travels and tourism..................................................31.2 Assess the impact of marketing environment on individual travel and tourism sector withinThomas Cook Group and tourist destinations like Morocco and Egypt......................................41.3 Discuss the factors affecting consumer motivation and demand in travel and tourism sector......................................................................................................................................................51.4 Analyze the principles of market segmentation and its uses in marketing planning atThomas Cook Group....................................................................................................................6TASK 2............................................................................................................................................62.1 Analyse the importance of strategic marketing planning......................................................62.2 Relevance of marketing research and marketing information to managers...........................82.3 Influences of marketing on society........................................................................................8TASK 3............................................................................................................................................93.1 Discuss issues in the product, price and place elements of the marketing mix.....................93.2 Assess the importance of service sector mix elements to the travel sector.........................103.3 Apply the concept of the total tourism product to an individual tourism business such asThomas Cook ............................................................................................................................11TASK 4..........................................................................................................................................124.1 Assess the integrated nature and role of promotional mix...................................................124.2 Plan and justify an integrated promotional campaign for Thomas Cook 2018 Holidays....13CONCLUSION..............................................................................................................................18REFERENCES..............................................................................................................................19
INTRODUCTIONMarketing plays a significant role in enhancing current market conditions of an entity astheir desired aim is to create awareness among customers. It can be compared with the magicwand that transforms poor condition of an entity into its strength as marketing principles andconcept used by an entity owner in order to improve the existing quality of all the businessoperations in order to deliver right amount of services to satisfy the needs of variety ofcompetitors. Thomas Cook has been selected for the current project report whose major aim is todesign its tour packages of summer holidays by considering two particular tourist destinationssuch as Morocco and Egypt which are famous Mediterranean places. This project is segmentedinto four major parts out of which initial phase belongs to core concepts of marketing thatemphasises on enhancing overall performance of Thomas Cook in extending its overall marketshare in the external business environment. Second part of this report is all about the role ofmarketing in inducing current performance of an entity which needs to be linked with all theaims and the objectives develop by an entity owner. Third part of the report focuses on differentfactors of marketing mix which needs to consider by an entity in order to grab higher marketadvantage by improving current performance of Thomas Cook in the external environment.Lastly this particular report emphasises on launching new campaign of starting new tourpackages especially for summer holidays as exotic paces are enclosed in the tour packages suchas Morocco1.1 The core concepts of marketing for the travels and tourism1 Demand / need/ wants – it is a desire or wish that the costumer want to get fulfilled thoroughthe services. Needs are the basic requirements like food clothing shelter and safety. In terms oftravel and tourism the organizations like Thomas cook has to provide the basic need to befulfilled of the customers to whom they are providing the summer holiday packages. 2 Products-goods/services/place – the product or services the organization like Thomas cookprovide to customer should satisfy the customer . The places Thomas cook select for the stayshould be proper for the travels to take rest, it is important so that they can travel in the freshmood next day
3 Value/ cost/ satisfaction- the value that customer is paying to the Thomas cook should get thereturn off what they are paying for the services. Customer should get the satisfaction and theThomas cook must deliver for the cost.4 Exchange- their should be two parties and each party must have value for other party. Thomascook and the customer exchange the money and the services .5 Relationship/ networking – relationship with the customers is important in travel and tourism.It can be achieved by delivery of high quality good services st fair price6 Market- a market consist of all the potential customers. The travel and tourism organizationlike Thomas and cook has to target the market in which they get the more and more customers .1.2 Assess the impact of marketing environment on individual travel and tourism sector withinThomas Cook Group and tourist destinations like Morocco and EgyptThomas cook is a huge player in travel and tourism sector. It has been spread wide acrossthe world. The environment of different tourist destinations like Egypt and morocco is dividedinto two broad categories. Macro environment and micro environment.1 macro environmenta) Political- Thomas cook can achieve the high growth because the political conditions of Egyptand morocco are highly supportive economic growth and development and are highly secured innature.b) Economical- economic growth is stable and high that can be supportive factor for Thomas andcook in Egypt and morocco.c) Social- the culture of Egypt and morocco are of various kind. It is the positive factor forThomas and cook as they can provide the variety of cultural experience.d) Technological- In today's world technology is developing rapidly. Egypt and morocco adaptthis technology time to time it helps in growth to company.e) Legal- Egypt and morocco has the lenient rules and regulation that helps Thomas and cook toachieve high growth.f) Environment- the environment of the Egypt and morocco is attractive and positive in naturethat helps Thomas and cook to growth. Micro environment
a)Suppliers- the travel agents from Egypt and morocco provides the complete facilities andsolution that helps Thomas and cook to get success in the tourism sector.b)Competitors- Thomas and cook had the limited number of companies which they managedproperly with the evaluation of the competitors strategies. c) market- travels and tourism is a huge market. Thomas and cook with the help of Egypt andmorocco agents has lots of customers and are satisfied with the services.d) organization- Thomas and cook has achieved the goodwill through the satisfaction theyprovide to the customers.e)customers- Thomas and cook makes the holidays packages to attract the customers f)Intermediaries- Egypt and morocco plays a mediator role for the Thomas and cook to gainmore and more customers.1.3 Discuss the factors affecting consumer motivation and demand in travel and tourism sectorThomas and cook management varies while preparing the tour packages for Egypt andmorocco. The factors affecting consumer motivation and demand in travel and tourism areTourist destination –The two Islamic destination Egypt and morocco are at two differentcorners of north Africa. This two sides of the country has highly grown in the travel and tourismsector . It happens because Egypt and morocco has attracted the tourist across all over the world .This country attracts the tourist because of ancient architecture and culture. Tour attraction- attraction plays and most important role to influence the individual decision toselect the destination to visit. Morocco has been the most Islamic culture. It includes cities likeRabat and meknes on the other side the Egypt has master piece of ancient architecture it includespyramids and sphinx.Hospitality services- Services are based on Islamic tradition and culture. Both the countriesprovide huge hospitality services. Hotels provide all kind of cuisine food according to the taste ofthe tourist. It plays an important role in the selection of the destination for the traveler. Connectivity- Airline companies and tour agencies offers a different service of transportationfrom respective countries to reach the destination. Connectivity attracts the customers because itmakes then convenient. After, the reach to the destination the local transportation services are

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