Marketing Plan for Thomas Cook: Hospitality Industry Strategies Report

This report delves into the core concepts of marketing within the hospitality industry, using Thomas Cook as a primary case study. It explores key marketing concepts, the impact of the marketing environment, and the significance of consumer markets. The report examines the rationale behind developing various marketing segments, including geographic, demographic, behavioral, and psychographic segmentation. It analyzes the components of the marketing mix, specifically product, pricing strategies, place, and promotion. The role of the promotional mix, including public relations, personal selling, advertising, direct marketing, and sales promotion, is discussed. The report also covers the relevance of market research, including the development of marketing plans and the use of different media for marketing goods and services. The analysis provides insights into how Thomas Cook implements and evaluates its marketing strategies within the competitive landscape of the hospitality sector.

Marketing in Hospitality
Industry

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Concepts of marketing for relevant services within industry...........................................1
1.2 Impact of marketing environment....................................................................................2
1.3 Relevance of consumers markets.....................................................................................3
1.4 Rationale for developing various segments of marketing................................................4
TASK 2............................................................................................................................................5
2.1 Components of marketing mix.........................................................................................5
2.2 Analyse pricing strategies and policies............................................................................5
TASK 3............................................................................................................................................6
3.1 Role of promotional mix..................................................................................................6
3.3 Role of public relation and sales promotion play in promotional efforts.........................6
a) Five types of sales promotion.............................................................................................6
b) Five ways that public relation use in part of promotional tool.........................................7
4.1 Relevance market research...............................................................................................7
TASK 4............................................................................................................................................8
3.2 Completed Flyer...............................................................................................................8
4.2 Market research for appropriate goods and services........................................................8
4.3 Different media of marketing for appropriate goods and services...................................9
4.4 Evaluate the implementation of marketing plan...............................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
.......................................................................................................................................................11

INTRODUCTION
Marketing is an effective process of delivering quality products and services to end users.
It play important role in building positive brand image, customers loyalty towards the company's
services. Mainly, marketing in hospitality is an important term which study of exchanging
relation which the purpose of retaining customers for longer period of time (Alserhan, 2016).
Thomas cook is one of the popular travel company in over the world. The main reason of
attaining success in market place is its commitment towards the customers. The second part of
this assignment takes into consideration Thomas Cook, it is a tour and travel company operating
in the market of United Kingdom. Current report discussed about marketing concepts and
business environment of the firm. Relevance of customers markets is also mentioned in this
project. At the last various segments are also covered in this assignment which help in
developing in market place.
TASK 1
1.1 Concepts of marketing for relevant services within industry
Marketing consider as an important activity for every business organization through
which firm can easily communicate, exchange and deliver value to customers in order to attain
major economic benefits. With the help of this, company enhance their profitability level at
market place and at the same time also capture larger marker share compared to its rivals. In this
context, there are some effective marketing concept which used by the company to make their
process appropriate: The product concept: In this, is company manufacture its products and services at low
cost then they easily increase their customers base. Thus hospitality induistry needs to
focus on producing quality products at affordable cost (Bowie, Buttle, Brookes and
Mariussen, 2016). The production concept: Under this, company manufacture quality products and services
by considering customers needs and wants. The main focus of this concept is to provide
products at affordable cost This will help in increasing satisfaction level of the customers
towards company products.
1

 The selling concept: In this, company needs to promote their products and services in
market for inviting customers towards its products and services. In-absence of
promotion, customers are not aware towards the company products. The marketing concept: In this concept, company evaluate the customers needs and
wants for providing them better satisfaction level. For example, hospitality industry
measure the customers needs before making any kind of holiday packages.
 The societal marketing concept: Under this, company focus on customers needs and
wants along with equitable consideration to welfare of society as a whole. This will help
in attaining long term benefits in appropriate manner (Chen and Chen, 2014).
1.2 Impact of marketing environment
IMarketing environment is the combination of internal and external factors which directly
affect the overall performance of the company. In market, there are two type of environment
which impact on market and company performance level. These are as follows:
Micro: This type of environment includes various factors such as distributors, customers,
competitors, suppliers and many more. All these are having positive and negative impact which
can be understood by following points:
Suppliers: When the company hold the power than suppliers are able to control the overall
success of the company. Along with this, they also supply the finished goods to company and
market place as well. Positive: The main positive impact is that it supply the goods in various market areas
which helps in maintaining successful relations with consumers.
 Negative: Suppliers can increase the cost of raw material in condition of supplier
monopoly.
Customers: Consumers are those people who buy company products and services by giving
valuable consideration (Del Chiappa and Baggio, 2015). Positive: One of them main positive impact of customers is to increase sales and
profitability level of the company.
 Negative: If company fails in satisfy customers demand then they reduce company's
image in market .
Macro: These are external environment which are uncontrollable by the firm. It includes
political, social, environmental, technological and many more. All these are put positive and
2

negative impact on marketing environment of a business (Gayle and Goodrich, 2014). These are
as follows:
Economic factors: It is relate with the production process of the company which help in
encouraging customers decision making process. As it includes exchange policies, currency rates
and many more. Positive: Low interest rates and exchange rates are help in improving the services quality
in UK economy.
 Negative: If income level of customers are low then it negatively impact on purchasing
power of the buyers.
Technological factors: Advancement in technologies helps Thomas Cook to improve their
performance in the market. For example, company use online services to booking tickets as it
help ion increasing profitability level of the company at market place.
 Positive: Advance technologies assists an organisation in delivering products to
consumers which are free from errors.
 Negative: Implementation of latest technology on business is a costly affair.
1.3 Relevance of consumers markets
As per current scenario, marketing consider as an important component in hospitality
industry which helps in attracting number of customers towards company products and services.
In this context, consumer behaviour also an important aspect which refer to process which
focuses on consumer behaviour when it comes to availing e company products and services for
satisfying their needs and wants (Gummesson, 2014). With the help of this, Thomas Cook can
easily determine the customers needs and wants in order to provide them satisfaction level. In
addition of this, customers culture also play important role in enhancing overall performance of
Thomas Cook in UK. Along with this, there are some advantage and disadvantages of customers
culture are as follows:
 Advantages: In this company will evaluate customers needs and wants before serving
products to final consumers. With the help of this approach,company can easily invite
larger number of customers and provide them quality services. This will increase
profitability level of the company company at market place.
3

 Disadvantages: If company like Thomas Cook fail in providing quality services as per
customers needs and wants then they will reduce their customers base and at the same
time also reduce customers base within the organization.
Black box of consumer behaviour
It is one of the important concept which define that customers buying behaviour is highly
influence the company performance level (Kim and Law, 2015). Mainly, it is based on stimuli
and another environmental factors which directly contribute in taking appropriate decision. With
the help of this company can easily enhance their profitability level at market place. In this
context, factors which directly influence the buyer behaviour under black- box concept can be
understood by following points:
Marketing
stimuli
Environmental
stimuli
Buyer behaviour Decision process Buyer's response
Product
Price
Place
Promotion
Political
Economical
Technological
cultural
Demographic
Knowledge
Attitude
Perception
Motivation
Problem
recognition
Purchase decision
Product choice
Purchase amount
Brand choice
1.4 Rationale for developing various segments of marketing
Market segments is one of the important aspect which help in designing quality products
to its customers as per their requirement. In this, company divided into four part of buyer market
which may contribute in increasing the profitability level of the company at market place. In
context of this segmentation can be understood by following points:
Geographic: This segment is based on the market size, region, climate, market size and
many more. In context of hospitality industry, they segment their market as per market size.
Demographic: Under this market segment is based on the customers income, age,
gender, background, education and many more (Kim, Vogt and Knutson, 2015). In this context
company identify their customers in order to provide them quality products and services as per
their needs and wants.
4

Behavioural: Under this, market includes customers loyalty towards the brand,
advantages and so on. In context of this, company target their customers as per their behaviour
and taste as well. With the help of this company can easily enhance their brand image at market
place.
Psycho graphic: This segment is based on the buyer values, activities, opinions, attitude,
interest and many more. Along with this, organization undertake research work on psycho
graphic. For increasing profitability company serve their customers as per their needs and wants.
TASK 2
2.1 Components of marketing mix
Marketing mix is one of the important aspect for creating as well as influencing
customers needs and wants. It is consider as a vital strategy which may help in improving overall
performance level of the company at market place. With the help of this company can easily
enhance their profitability level at market place (Knani, 2014).
Elements of Marketing
Mix
Related Application In Thomas Cook Travel
Product In this, Thomas Cook offer hotel, travel, food services,
insurance and many more. Along with this, they also
provide various holiday packages to its customers for their
to attain their satisfaction.
Pricing strategy In this, Thomas Cook use premium pricing strategy for
inviting customers towards its products and services and at
the same time also offer reasonable cost to its customers.
Place Thomas Cook are having various stores in over the world.
In this they also having online and physical stores.
Promotional In this, Thomas Cook also promote their services by using
showcasing. Along with this, company advertise by using
T.V, hoardings, Newspapers, YouTube and many more.
With the help of this company can easily increase customer
base within the business.
5

2.2 Analyse pricing strategies and policies
Thomas Cook use premium pricing strategy within their business activities which is more
effective as compare to its rivals. It is one of the effective strategy through which company can
easily sell their quality products and services to its final customers and attain their satisfaction
level. It is cost effective strategy which help in offering unique and quality products to its
customers which may lead in increasing profitability level of the firm. For attaining the same
company offer quality products at affordable cost (Leung, Ba and Stahura, 2015). This will
improve overall performance of firm at market.
TASK 3
3.1 Role of promotional mix
 Public relations: It is also an important aspect in which Thomas Cook promote their
products through social media. With the help of this company easily make better relation
with their customers.
 Personal selling: By using this tool company make effective relation with their customers
and workers as well. As customers may encourage to buy company products and
services.
 Advertising: It is one of the important role in promoting company products in order to
inviting large number of customers towards its products.
 Direct Marketing: Under this, Thomas Cook use various technologies such as telephone
calls, e-mails and many more to promote company products and services in market place.
 Sales promotion: It is important way to influencing customers to buy company products
and services. In this Thomas Cook also provide discounts, voucher to its customers
(Leung, Xue and Bai, 2015).
3.3 Role of public relation and sales promotion play in promotional efforts
Public relation and sales promotion both are important for Thomas Cooks as it help in
increasing overall sales of the company by providing quality products and services. Along with
this, it also help in maintaining positive relation with public.
6

a) Five types of sales promotion
 Gifting: Under this, firm give the gifts to its loyal consumers in order to attract them. For
an example- Thomas Cook company provides the key chain to consumers with their
company.
 Discounts: Under this, organization giving the discounts in their packages at the off
season. It will be helpful in enhancing sales along with the profit level.
 Sampling: Firm offers the sampling of products in context to fulfill their consumers so
that they can purchase better quality of products.
 Bundling: Under this, Thomas Cook organization give the advantages of building at the
one place (Lim, 2014).
 Coupons: Some times, this organization provides the coupons for promote the sales.
company also provides different coupons by with the help of online websites through
increasing the websites.
b) Five ways that public relation use in part of promotional tool
 Public affairs: It is relate with government legislation in which company sell their
products with high cost. With the help of organization can easily make contacts with
government authorities.
 CSR: It is one of the important aspect which help in improving the public relation
because it is relate environment ethics and responsibilities to make positive relation.
 Crisis management: It is also consider as a public relation which includes, financial
crisis and many more.
 Media relation: In is also important in which Thomas Cook provide press conferences,
interviews and many more to increase the customers base.
 Business events:It is also important in which company having opportunities to promote
new and innovative products to invite larger number customers (Lovelock and Patterson,
2015).
4.1 Relevance market research
Market research is beneficial for business organization as it provide guidance to firm for
attaining success in market place. It also provide advantage to company are as follows:
7

 Make appropriate marketing decisions: By carry out the market research, manager of
Thomas Cook can easily take right decision which may leads in delivering quality
products and services as per customers requirements. Increase profitability: Marketing research is beneficial for the company as it help in
increasing profitability level of the company at market place.
 Increase sales: One of then main advantage of marketing research is that it enhance
overall sales of the company by delivering quality products and services as per their
needs and wants.
TASK 4
3.2 Completed Flyer
4.2 Market research for appropriate goods and services
Market research is one of the important process which help in gathering as well as
collecting relevant information about customers taste and preferences. In this context, Thomas
Cook use two type of research can be understood by following points:
Primary research: In this research method, Thomas Cook carry out research by making
questionnaire and interview. With the help of this, company can easily gather relevant
information about the customers.
Secondary research: It is also a important method of carry out the research. In this company use
magazines, articles, newspaper and many more to gather appropriate information. This will help
business organization to understand about the customers taste and preferences (Alserhan, 2016).
Questionnaire
Q1) Are you aware about company advertisement?
 Yes
 No
Q2) Are you satisfy form company services?
 Yes
 No
Q3) Does advertisement is beneficial for customers?
 Agree
 Highly agree
8

 Disagree
4.3 Different media of marketing for appropriate goods and services
For increasing brand image of the company, various media of marketing are used by the
firm for meeting customers needs and wants. By providing quality services as per customers
needs company can easily enhance their positive image and profitability level as well.
Different media: Thomas Cook use various media for meeting customers needs and wants.
Mainly one of the main purpose of using media is to promote company products and services
through magazines, newspapers, radio, television, posters, bill boards and many more. All these
help in inviting large number of customers to its customers (Chen, and Chen, 2014). Along with
this, company also make their official websites through which they can easily make their
customers base by providing them information.
4.4 Evaluate the implementation of marketing plan
Marketing plan is one of the important aspect as it help in attaining set goals and
objectives. In this context, Morrison hotel prepare an effective plan to improve the overall
performance of the company at market place. In this context, there are some factors which are as
follows: Team meeting: Under this, manager of the company conduct a meeting in order to
promote its products and services. With the help of this company may increase their
productivity level at market place and at the same time also increase the conflicts among
team members. Strategy Documentation: It is also an effective aspect in which company eliminate the
way of preparing documentation and make in 3 pages in order to attain set goals and
objectives. On the other side, it also consume more time (Del Chiappa and Baggio,
2015). Set specific goals of business: In this, Hotel needs to make as well as established clear
goals and objectives in order to improve overall performance level at market place.
 Understand how to distribute and promote company products and services: Under this,
Morrison promote their products and also distribute its goods and services in market
place. This will increase the profitability level of the company.
9

CONCLUSION
From the above mentioned report, it can be concluded that marketing is an important
concept which help in promoting company products and services. It includes various tools and
techniques such as marketing mix, promotional mix, marketing concept and many more which
directly impact on enhancing brand image of the company at market place.
10