Marketing Strategies and Planning: A Case Study of Thomas Cook

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MARKETING ESSENTIALS

INTRODUCTION
• Identifying and applying successful and
potential sources in the global market
• Related with market research, product
development, production of a marketing
plan, sales distribution
• The basic details of the role and
responsibilities of marketing function

P1 KEY ROLES OF MARKETING
FUNCTIONS
• Market information
• Customer support
• Market planning
• Exchange functions
• Creates sufficient scope
of getting a competitive
edge
• Packaging, labelling and
branding

P2 Relation of these responsibilities on an
organizational context
• Thomas cook has to be unique in order
to attract customers in their business
• Policies are held to regain positive habits
in every employee
• Involve managers and employees in
every small objective and obtain their
opinion

M1 ANALYSIS OF MARKETING
RESPONSIBILITIES
• Evaluate, develop and resolve
marketing issues, focus on their
stakeholders and examine the
aspects
• Marketing strategies helps in
maintaining balance
• Plays a crucial role in identifying
new developments

M2 INTERRELATION BETWEEN
MARKETING AND OTHER FUNCTIONS
• Works collaboratively with the
HR department
• Finance department focuses on
the contribution of the
stakeholders
• Arranging training sessions to
build a strong marketing
department

D1 KEY ELEMENTS OF MARKETING
• Market research in tourism plays
a very crucial role
• Know their own strength and
weaknesses regarding business
• Start planning about their
business execution process

P3 APPLICATION OF MARKETING
MIX TO MARKETING PLANNING
• Based on a variety of activities
and tactics
• This involves packaging along
with positioning, politics, and
people
• Performance of this industry
depends on its marketing

M3 EVALUATION OF DIFFERENT
MARKETING TACTICS
• Use of accurate and effective
tactics for the development of
individual skills
• Of different tactics in meeting the
demand of the organisation in
tours and travel industry

P4 EVALUATIO OF BASIC
MARKETING PLAN
• Been use of latest design product and
proper technology used in services
• Cheaper the price higher will be
demand in market.
• Effective promotion of services can
be very functional
• Management of Thomas cook has
used its physical presence in many hi
tech places as well as the services

M4 EVIDENCE-BASED MARKETING
PLAN
• Use of marketing based plan has
some evidence based on the 4P
• Services highly depends on the
capability of meeting demand
• Providing appropriate knowledge
to the management in meeting the
basic demand of the customers

D2 DESIGNING OF STRATEGIC
MARKETING PLAN
• Target market by knowing the
organisational market structure
• Evaluation of the different market
segments by their specific criteria.