Marketing Travel Tourism Assignment Thomas Cook
Added on 2019-12-28
15 Pages5415 Words285 Views
Marketing in travel andtourism1
Table of ContentsMarketing in travel and tourism......................................................................................................1INTRODUCTION...........................................................................................................................1Task 1...............................................................................................................................................11.1 Concept of marketing on travel and tourism sector...............................................................11.2 Impact of marketing environment on individual with reference to Thomas Cook Group....31.3 Factors affecting consumer motivation and demand.............................................................4Task 2...............................................................................................................................................52.1 Importance of strategic marketing planning..........................................................................52.2 Relevance of marketing research and market information to managers in travel and tourismsector............................................................................................................................................52.3 Influence of marketing on society.........................................................................................6Task 3...............................................................................................................................................73.1 Key factors of different elements of marketing mix..............................................................73.2 Importance of service sector mix elements to travel and tourism sector...............................83.3 Concept of total tourism product to an individual tourism business.....................................8Task 4...............................................................................................................................................94.1 Integrated nature and role of promotion mix.........................................................................94.2 Planning for the integrated promotion campaign................................................................10CONCLUSION..............................................................................................................................10REFERENCES..............................................................................................................................112
INTRODUCTION Marketing in present scenario tends to create awareness and promote their products andservices. In other words, it can be said that marketing is the activity that is associated with thebuying and selling of goods and services offered by the company. Thomas Cook is the Britishtour operating company that arranges flights, sell foreign money and offer different types ofholiday packages. This company was started in 1841 by Thomas Cook and is one of the oldestcompanies that are offering variety of travelling services to the visitors. In this report, impact of marketing on travel and tourism industry is discussed. Alongwith this, factors that are affecting the motivation power of the customers are also mentioned. Inthis report, significance of strategic marketing planning for travel and tourism industry isinterpreted. In addition to this, relevance of marketing research and information to managers hasalso been depicted. Moreover, importance of marketing mix on this sector is also interpreted.Furthermore, nature and role of promotional mix is also discussed. At last, an integratedpromotional campaign has been prepared for Thomas Cook summer holidays 2016.Task 11.1 Concept of marketing on travel and tourism sectorCore elements of marketing in travel and tourism are needs, which involves the basicneeds which are important for everyone and the top most need is the self actualisation which isdemanded by the Thomas cook has achieved this needs by maintain their unique status in themarket. Another need is want, which are countless as compare to needs. Other is desire, whichreflects the wants (Graham, 2008). In addition to this; customer satisfaction, Thomas Cook feelsatisfy to their customers by providing best services. Another is exchange process, this processhelp Thomas Cook in extend their relationship marketing. Therefore, in order to move thecompany towards the success company should make an attempt to satisfy its customer byproviding them what they want and desire. Along with this, Thomas Cook should make efforts todevelop and prepare various plans by keeping in mind the preferences of the clients (Cooke,2000). This in turn will assist the Thomas Cook to attract more and more customers towards thepackages offered by them. So all the marketing concepts play an important role and through thisThomas Cook has established their unique status in the market.
Need of the customer could be met at various places at an affordable rate. Hence, in orderto satisfy their need, Thomas Cook should identify and adopt various necessary ways to satisfythem. In order to attract more and more clients, Thomas Cook should offer better value productsfor its customers. Because now-a-days, large number of tourist industry have been developed.Therefore, in order to protect the company from its competitors, Thomas Cook should makeefforts to offer a good value proposition and USP. In lieu of which, Thomas Cook can evaluateits product’s portfolio with an aim to compare their products with that of its competitors. Bycomparing products, Thomas Cook can identify drawbacks that are present in their products.This in turn will assist the company to take necessary steps on time in order to overcome theproblem or drawbacks. Another core concept of marketing in travel and tourism industry is exchange. Thisconcept says that both the parties should have something to exchange. According to this concept,it is suggested that Thomas Cook should not target all kinds of customers at once through itsadvertisement and promotional programs (Dickinson and Lampson, 2010). If company targets allkinds of customers at once, then in that case they will not be able to attract specific category ofcustomers towards the products and services provided by them. This in turn will create anegative impression in their mind about the services offered by Thomas Cook. Therefore, it issuggested that Thomas Cook should apply all the core concepts of marketing in a proper way.1.2 Impact of marketing environment on individual with reference to Thomas Cook GroupMicro environment is the environment that affects the working and decision makingpower of the company. Factors that are present within the organisation/micro environment arecontrollable by the management of the company (Graham, 2008).Macro environment is the environmental condition that affects the company’soperations and function from outside the organisation. These factors are present in wholeeconomy rather than a specific sector or segment.Impacts of marketing environment on travel and tourism business present in UK arestated as follows:Micro environmentCompetitors: - They are the one who are providing high level of competition to theThomas Cook Company in terms of growth and revenue. Thomas Cook should try tomonitor the strategies of its competitors on a regular basis in order to bring them in a2
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