The Role of the Marketing Mix in the Travel and Tourism Sector: A Case Study of Thomas Cook

TASK 3
To understand the role of
the marketing mix in the
travel and tourism sector

CONTENTS:
3.1 Discuss issues in the product, price and place elements
of the marketing mix with reference to the Thomas Cook’s
Summer 2018 holidays to Morocco and Egypt.
3.2 Assess the importance of the service sector mix
elements to the travel sector.
3.3 Apply the concept of the total tourism product to an
individual tourism business such as Thomas Cook.

INTRODUCTION:
Marketing mix consists of elements like price,
product, place, promotion etc. which influence the
marketing strategies of the company in order to
attract more customers for business. As Thomas
Cook is launching holiday packages for summer
holidays 2018. therefore it is important for it to
consider the various elements of the marketing mix.

3.1 DISCUSS ISSUES IN THE PRODUCT, PRICE AND PLACE ELEMENTS OF THE MARKETING MIX WITH
REFERENCE TO THE THOMAS COOK’S SUMMER 2018 HOLIDAYS TO MOROCCO AND EGYPT.
Product: The various items and services offered by the Thomas Cook
in order to meet the needs of its customers are referred to as Products.
Most of the services and products offered by Thomas Cook are
intangible. Therefore, before launching its new holiday packages for
2018 summer holidays, the company needs to consider the life cycle of
the products.
Price: The amount paid by the customers for using the services of the
Thomas Cook is referred as Price. Thomas Cook needs to set its prices
according to the competitors who are also offering the same services in
the market. Market skimming policy can also be followed by Thomas