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Report on Competitive Advantage with Marketing Strategies

   

Added on  2020-06-06

10 Pages2550 Words53 Views
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TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1MAIN BODY...................................................................................................................................1CONCLUSION................................................................................................................................6REFERENCES................................................................................................................................7

INTRODUCTIONIn recent years, travel and tourism industry is expanding at a very high rate. It is due toincrease in income level of people and flexibility in transportation system. Also, tour operatorshave expanded their area of providing services. This has enabled people to get extra benefit ontravel services. Moreover, there has been a tough competition in this sector. Each tour operator isproviding large number of services to attract more customers. However, this has also enablednew competitors to start business (Yunna and Yisheng, 2014). Besides this, tourism sector hascontributed in GDP of the nation. This industry is also impacted by various political conditionsof country. For this, they have developed strict rules and regulations that are followed by touroperators. This report will throw light on how organisation gain competitive advantage withmarketing strategies. Also, what plans must be developed to become successful in tourism sector.For undertaking present report, the organisation selected is Thomas Cook. The cited firmbelongs to travel and tourism sector and is operating its business all over the world (Xiang,.,Magnini, and Fesenmaier, 2015).. The existence of the company on global level requireseffective marketing strategies to gain competitive advantage. Thus, this report will help indeveloping a relevant one for the cited establishment.MAIN BODYTourism industry is highly affected after the tragic incident of 9/11. This has enabled touroperates as well as people to provide security measures in tour. Thomas Cook has representeditself as a highly effective tour operator. It is because of the quality of services that are beenprovided by them. Apart from this, they have positioned itself in the market that customersautomatically get attracted towards them. They are providing services to more than 4000 travelagencies. An organisation can achieve its goals and objectives by effectively developing marketstrategies (Ortega,, Jalón,. and Menéndez, 2014). This will enable them to gain and attract largenumber of customers. However, for this they have to identify its competitors, target customers,etc. It helps them to know its market position and brand image in the industry. With this, ThomasCook is able to identify its strengths and weaknesses. This helps them in developing strategies. Competitive advantage refers to firm superiority over its rivals. It means what makes thefirm better from its competitors. This is identified by organisation services and market share.Also, on what basis the firm has able to do this is considered. The basis can be of cost leadership,1

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