Evaluating Marketing Mix in Tourism: Thomas Cook's Summer Holiday

This essay evaluates the role of the marketing mix in the tourism sector, specifically addressing issues related to price, place, and product within Thomas Cook's summer holiday offerings. It emphasizes the importance of aligning marketing resources to achieve business objectives and customer satisfaction. The essay discusses the significance of product quality, pricing strategies based on demand and economic conditions, and the strategic selection of service locations. Furthermore, it highlights the application of the service sector mix to the tourism industry, noting Thomas Cook's success in providing quality service at acceptable prices. The analysis extends to the total tourism product offered by Thomas Cook, emphasizing the appeal and facilities provided to customers, referencing academic literature to support its arguments.

EVALUATING THE ROLE OF MARKETING
MIX IN THE TOURISM SECTOR

 The process of marketing mix is to gather and mix the different resources of
marketing in such a way so that the goals and the business objectives can
easily be achieved.
 This provides Thomas Cook a chance to provide an ample amount of
satisfaction to their customers.
 Thomas Cook needs to take some important principles into their account such
as they need to control the variables and have to very specific towards the
customer needs.
ISSUES REGARDING PRICE, PLACE, AND PRODUCT
TO THOMAS COOK’S SUMMER HOLIDAY

 The main service that is provided by
Thomas Cook is concerned with the
hospitality and the airlines
 Hygienic environment
 Comfortable seats
 Proper meals.
PRODUCT

 According to Mintz and Currim (2013), the
decision regarding the pricing is very much
complex
 Price needs to be set based on the demand
of their services and the economic condition
of their target audience.
PRICE

 Thomas Cook needs to select the
places where they can launch their
services
 They need to judge the economic
conditions of the people
PLACE

 According to Fan et al. (2015), the service marketing
mix is the proper combination of different service
elements from marketing that are used by the
organizations in order to communicate with the people.
 In tourism sector, the organizations need to choose their
products wisely and based on the product or the service
they need to set the pricing for it
 Thomas Cook provides a good quality of service to their
customers and the price in which they offer their
services are very much accepted by the customers.
IMPORTANCE OF THE SERVICE SECTOR MIX
TO THE TOURISM SECTOR

 The different products that Thomas Cook
offers to their customers are well designed
 Attraction is the main thing that Thomas
Cook has maintained in their product or in
the service line
 The facility that Thomas Cook provides to
their customers is considered as the best
by their customers
APPLICATION OF TOTAL TOURISM PRODUCT
TO THOMAS COOK

 Fan, S., Lau, R.Y. and Zhao, J.L., (2015). Demystifying big data analytics for business intelligence
through the lens of marketing mix. Big Data Research, 2(1), pp.28-32.
 Hanssens, D.M., Pauwels, K.H., Srinivasan, S., Vanhuele, M. and Yildirim, G., (2014). Consumer
attitude metrics for guiding marketing mix decisions. Marketing Science, 33(4), pp.534-550.
 Helm, R. and Gritsch, S., (2014). Examining the influence of uncertainty on marketing mix strategy
elements in emerging business to business export-markets. International Business Review, 23(2),
pp.418-428
 Mintz, O. and Currim, I.S., (2013). What drives managerial use of marketing and financial metrics
and does metric use affect performance of marketing-mix activities?. Journal of Marketing, 77(2),
pp.17-40
REFERENCE LIST