Marketing Mix Analysis of Thomas Cook's Morocco & Egypt Package (2018)

This project analyzes the marketing strategy for Thomas Cook's summer package to Morocco and Egypt in 2018. It examines the marketing mix, including product, price, place, and promotion, highlighting the issues faced within each element. The presentation also explores the service sector mix (people, process, and physical evidence) and its importance in the tourism sector. Furthermore, it delves into the concept of the total tourism product, which aims to provide customers with a comprehensive travel experience from start to finish, encompassing accommodation, transportation, and leisure services. The assignment emphasizes how marketing mix elements are crucial for success in a dynamic environment. The document includes references to relevant academic sources.

Marketing in Travel and
Tourism
Tour to Morocco and Egypt
Summer 2018 package
Task 3

Table of Content
• Introduction
• Marketing mix
• Issues in Product, price and place
• Service sector mix in tourism sector
• Importance of service sector mix
• Concept of total tourism product
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Introduction
• Thomas Cook is preparing a summer package 2018 to
Morocco and Egypt.
• Issues, importance and different concept of marketing
mix will be addressed in this presentation.
1

Marketing Mix
• Marketing mix refers to the framework which is adopted
by organisation to ensure success in dynamic
environment.
• It have four element product, price, place, promotion.
2

Issues in the product, price and place
elements of Thomas Cook
Each firm faces issues in marketing mix, Thomas Cook
Group also faces issues with the core elements of Marketing
mix.
Product Price Place
Differentiation in
products and
services, and new
product
development.
Competitors
pricing and loss
making low
pricing strategy
Regional stability
in Morocco and
Egypt
3

Service sector mix elements to the
tourism sector
The service mix refers to three additional elements of marketing
which were added as to support the services sector where no
product was tangible in nature.
These elements are:
•People
•Process
•Physical evidence
4

The importance of service sector mix
elements to the travel sector
Service sector mic is very vital for tourism sector:
•Increases customer satisfaction
•Enhances quality of after sales services
•Improves company's image in market
•Enlarges the scope of products
5

The concept of the total tourism product
Total tourism product is a particularly designed product with
a aim of providing customer with all services like, from start
to end of journey, accommodation, hotels, transport, leisure
services like spa, theme park etc.
6

References
Sigala, M., Christou, E. and Gretzel, U. eds., 2012. Social media in
travel, tourism and hospitality: Theory, practice and cases.
Ashgate Publishing, Ltd..
Thakran, K. and Verma, R., 2013. The emergence of hybrid online
distribution channels in travel, tourism and hospitality. Cornell
Hospitality Quarterly, 54(3), pp.240-247.
Tsiotsou, R. and Ratten, V., 2010. Future research directions in tourism
marketing. Marketing Intelligence & Planning, 28(4), pp.533-544.
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Thank You!!
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