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Marketing in Travel and Tourism of Thomas Cook Group
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Added on 2020-01-07
Marketing in Travel and Tourism of Thomas Cook Group
Added on 2020-01-07
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MARKETING INTRAVEL ANDTOURISM
Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................11.1 Core concept of marketing in travel and tourism sector...................................................11.2 Impact of marketing environment on individual travel and tourism industry..................21.3 Factors that affects consumer motivation or demand in travel and tourism sector..........31.4 Principles of market segmentation and it's uses in marketing plan..................................3TASK 2............................................................................................................................................42.1 Importance of strategic marketing planning for Thomas Cook Group............................42.2 Relevance of marketing research and information to mangers of Thomas Cook Group.52.3 Assess the influence of marketing on society...................................................................6TASK 3............................................................................................................................................7Covered in PPT.......................................................................................................................7..........................................................................................................................................................8..........................................................................................................................................................8..........................................................................................................................................................9TASK 4............................................................................................................................................94.1 Assessment of integrated nature and role of promotional mix.........................................94.2 Covered in Poster...........................................................................................................10CONCLUSION..............................................................................................................................10REFERENCES..............................................................................................................................10
INTRODUCTIONMarketing is a broad broad approach in relation to every sector in the economy like thetravel and the tourism sector. Marketing approaches are necessary so that the company canachieve desired result in the economy. Marketing in travel and tourism relates to differentactivities of marketing that are used to attract the people towards the brand or the products andthus helps in the promotion of different activities. Marketing helps in the proper identification ofthe different needs and the wants or desire of the customers and the movement of goods frommanufactures to customers. (Tham Croy and Mair 2013.)The project report contains the ThomasCook Group that is the best known group in the travel industry and he started his innovation in1841. He believed in the concept that the different services should be provided to the customersthat helps them in travelling easily from one place to another. The protection lays emphasis onthe concept of marketing, marketing segment, motivation that affect the choices of customers.TASK 11.1 Core concept of marketing in travel and tourism sectorMarketing in travel and tourism relates to the different activities of the travel and tourismdepartment. Thomas Cook Group was the best known person in the organisation of travel andtourism industry which lays emphasis on the success of organisation and the achievement of thelargest market shares in the economy. Marketing is a wider concept that includes the different setof activities, the process of communication and the services and the products should be deliveredto the customers in a proper manner sop that the needs of the customers are satisfied. In travel and tourism department the demand is divided into two different parts that is thedomestic and the international demand. There are fluctuations in the demand and the supply ofproducts in the market. (Sun Jiao and Tian 2011.)Marketing orientation is the demands that arerelated to the different products and services in the market and it is also useful in knowing aboutthe needs of the customers and the position of the competitor in the market so that the resourcesof the organisation can be effectively and efficiently utilised in the organisation. In the 21st century there was very high ups and down in the travel and tourism sector.There are different competitors those who offer the different types of goods and the services thatare related to the needs of the customers. There are different processes in marketing that relates1
to exchange of goods and services and thus helps in the decision making process about the goodsand the services to the customers. Marketing has following concept.It helps the customers to attract towards the product and the services of travel and tourismdepartment.It helps in increasing the goodwill of the company. It helps in creating the awareness about the product and services in the economy.1.2 Impact of marketing environment on individual travel and tourism industryThere are different factors that affect the marketing environment so while taking thedecisions. The Thomas cook group should analyse the marketing environment so that it can getsuccess in the market place. The different factors that relates to micro and macro environmentare:(Mariani and et. al., 2014.)Micro Environment: It affects the marketing and business abilities to create interference in themarket and the maintenance of relationship with the customers.Customers: The customers plays an important role in the business where the exchangeof goods and services takes place. The existence of customers are important for themarketing activities to take place. Thomas Cook should design that marketing plan thatcan attract the customers and thus help them in satisfying their needs and wants.Employees – The marketing plans and the procedure can be successful if the employeesthe desired skills to work and efficiency to complete the task.Competitors – The marketing plan should be developed keeping the consideration ofthe policies that are adopted by the competitor to sell the different products and theservices.Macro Environment: The micro environment relates with the external factors thataffects the business.Economic factors – Thomas cook should consider the economic factors like the inflationrates in the economy, demand and supply factor in market and GDP rates in the economy.Legal and political factors – Government rules and the regulation that are made for theprotection of the interest of the employees and they are mandatory for every organisationto follow these rules.(.Gössling and Hall 2015)2
Technological changes – The company should adopt the changes in the technologies asthey are necessary to keep up to date with the competitors policy.1.3 Factors that affects consumer motivation or demand in travel and tourism sectorThe demands and the fluctuations in the market at changing at every minute in relation tothe travel and tourism industry. So the marketing management of Thomas Cook group shouldaffect the motivation of the customers and the business processes in the organisation.Flow of money or market situation- It The flow of money in the economy affect themarket situation in the economy and the motivation because this situation leads torecession in the economy and thus the consumer will not purchase the services.Culture – Thomas cook should provide the services according to the custom andtradition of customers because every country has different cultures and tradition soaccording the product and the services should be provided to the customers.Social factors – There are many social factors that can affect the motivation of thecustomers like the role played by group members, reference group and status. Thesefactors affects the demands of customers.(Soliman 2011.)Personal factors – The personal factors includes the factors like the income level ofcustomers, living of standards, financial resources that are available and the age group ofpeople. The services that are preferred by the customers highly depends on these factors.If the income of the customers are high than it motivate to him for taking the servicesfrom Thomas Cook groups .1.4 Principles of market segmentation and it's uses in marketing planSegmentation divide the market into heterogeneous and homogeneous market. Themarket are divided because the needs wants and characteristic of people are different and thussegmentation help the company company in serving the services in effective and efficientmanner. Thomas Cook can segment it's market on the following basis -Demographic segmentation – In market is divided on the basis of factors like age, gender, income, lifestyle, and social status of people. (Vanhove 2011)Psycho graphic segmentation – In psycho graphic market segmentation the customers are segmented on the basis of their attitude ,lifestyle ,personality etc.3
Geographic segmentation- In this company divide the market on the basis of geographical locations like nation, states ,neighbourhood etc. So Thomas Cook group should provide the services to the customers according to the geographic area. Behaviouristic segmentation- The market segment is divided on the basis of the relationship with the products and services.The marketing plan used by Thomas Cook Group-Segmentation of market is useful for every company whether it travel sectors or any othersectors. There are many uses of it in marketing plan which are as follows -It helps in retention of the customers for long run and thus increase in market share. SFocusing on the areas of target market where the products and the services can be sold.Segmentation helps the products to reach easily to the customers according to their needsand desire.TASK 22.1 Importance of strategic marketing planning for Thomas Cook GroupThe success of every business lies in the strategic planning of activities. Thomas CookGroup has adopted strategic marketing planning for the successful running of business activities.Strategic marketing plans are the tools that are designed for the effective implementation of thepolicies in the organisation. It identifies the position of the company in the market at the presenttime and the promotional activities related to the products and the services of travel and tourismdepartment in the market.(Neuhofer Buhalis and Ladkin 2014.) It enables the organisation toidentify the position of competitor before entering into new market strategies. It also helps in theidentification of the different resources for the effective implementation of the plans and policiesin future.Thomas Cook Group is a known company and it provides services to the customers intravel industry. The identification of Strengths, weaknesses, opportunities and threats. This canbe achieved with the help of SWOT analysisStrengths -Thomas group is a good reputed brand and it has 30000 employees who are employedunder this group.4
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