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Marketing in Travel and Tourism Report

   

Added on  2019-12-28

18 Pages4238 Words138 Views
Marketing in Travel andTourism

Table of ContentsINTRODUCTION...........................................................................................................................3TASK 1 ...........................................................................................................................................31.1 The core concepts of marketing for the travel and tourism sector...................................31.2 The impact of the marketing environment on individual travel and tourism businesses.41.3 Some factors that effects demand and motivation of customers in tours and travellingbusiness...................................................................................................................................51.4 Uses of marketing segmentation in marketing planning and its principles:- ..................6TASK 2 ...........................................................................................................................................72.1 The Significance of strategical marketing preparation to Thomas Cook........................72.2 The connection of travel and tourism business in marketing research or marketinginformation ............................................................................................................................72.3 Evaluate the factors of selling on social group................................................................8TASK 3 ...........................................................................................................................................9Covered in PPT.......................................................................................................................9TASK 4 .........................................................................................................................................144.1 Assess the integrated nature and role of the promotional mix.......................................144.2 Covered in Poster .........................................................................................................15CONCLUSION..............................................................................................................................15REFERENCES..............................................................................................................................16

INTRODUCTIONMarketing is an essential functional area which help the organisation in increasing theirsales in the market. Companies can also attract number of customers towards their services fromall over the world as through this they can also helpful in changing a strong basic for consumers.Travel & tourism industries also uses marketing strategies in order to maximizes the quantity oftravelers towards the quality of their business. The manager of marketing department hasconduct a survey in the market to know wants and needs of customers. (Ashworth and Goodall,2012). On the basis of these, if companies really wants to satisfying their clients, they must haveto understand their customers personally. This report is totally based upon”Thomas group”organisation an it shows their product and services in travel and tourism business sector. Theyare focusing on their marketing strategies so that they can increase the brand awareness amongall the people. In this context, report explains the different marketing concepts and factors thatmay affect their performance in the market. Along with this, it explains the importance ofstrategic planning and marketing research. Further, it explains the various elements of marketingmix strategies for tours and travelling businesses. TASK 1 1.1 The core concepts of marketing for the travel and tourism sectorMarketing mix is a core concept for all organisation as through this their overall profitscan be maximised and that will lead towards the success. This is the responsibility of themanager of Thomas cook group to find out the needs and wants of their customers. According tothis, the business will be more capable to pulling in more customers and due to this, theseorganisations are enable to preserve their regular customers in an efficient manner. Some of themain elements of commercialism(marketing) in tours and travelling sectors are: Needs, wants and demand: Every organization establish their operations at theworkplace just to identify and fulfil the demands of their customers (Blanke and Chiesa, 2011).This is the obligation of every marketing manager, that he should have to determine “what

people want” with the help of managing surveys in an marketplace. So, travel and tourismsector organisation has to offer services to their end user as per their requirements. Products and services: The enterprise has to offer quality and innovative products totheir customers so that their overall satisfaction level can be increased. For example, anenterprise can provide services to their customers at the flexible prices. Through this, ThomasCook group can convert their regular end users into loyal consumers. Value and customers satisfaction: The firm has to offer valuable products and servicesto their customers. It is the responsibility of the manager to ensure that consumers are getting asper their requirements and expectations so that their overall satisfaction level can be enhanced.For this, they have to focus on the current trends in the market and needs of the people. By focusing on these core marketing concept, an organisation will be able to increase theprofitability level (Chen, Lin and Kuo, 2013). Along with this, they can also improve their brandimage by sustaining their competitiveness the marketplace. 1.2 The impact of the marketing environment on individual travel and tourism businessesThese are some internal & external componets that may influence the performance of theorganisations. Micro factors affect the internal structure of an enterprise and these arecontrollable. On the other hand, macro factors are uncontrollable and the firm have to managetheir operations as per these issues. Micro factors are: Customers: These people are an important factor of the organisation as through thesecompanies will be able to increase their profits. In this world, the needs and demands of thepeople are dynamical, they could be change according to time. So, Thomas Cook has to identifythese expectations so that their overall satisfaction level can be increased. Consumers affect theobjectivesofenterprise.Competitors: These are competitive firm of Thomas Cook group who make an effectivepricing and marketing strategies in order to attract customers towards their services. So, industryhave to formulate more effective strategies as compare to their rival firm in order to achievecompititiveness in marketplace (Evans, Stonehouse and Campbell, 2012). External factors are: Political: These components are related to the political stability, trade barriers, foreignexchange and so on. In order to ensure the smooth functioning at the workplace, top executive

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