Marketing Plan: Analysis of Thomas Cook in the Hospitality Sector

This report provides a comprehensive analysis of marketing strategies within the hospitality industry, using Thomas Cook as a case study. It begins with an introduction to marketing concepts, including product, production, selling, marketing, and societal marketing. The report then explores the impact of the micro and macro marketing environments, analyzing factors such as suppliers, customers, economic conditions, and technology. It emphasizes the relevance of consumer markets and consumer behavior, including the 'black box' model. The report further examines market segmentation, covering geographic, demographic, behavioral, and psychographic segments. The components of the marketing mix (product, pricing, place, and promotion) are detailed, with a focus on Thomas Cook's strategies. Pricing strategies, particularly premium pricing, are analyzed. The role of the promotional mix, including public relations, personal selling, advertising, direct marketing, and sales promotion, is discussed, with examples of sales promotion types. Market research and the planning of an advertising campaign are addressed, along with the use of different marketing media. The report concludes with an evaluation of the implementation of the marketing plan, providing a thorough overview of marketing practices in the hospitality sector.

MARKETING
IN
HOSPITALITY

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 consumer markets............................................................................................4
1.4 Rationale for developing various segments of marketing.....................................................5
TASK 2...........................................................................................................................................6
2.1 Components of marketing mix..............................................................................................6
2.2 Analyse pricing strategies and policies.................................................................................7
TASK 3............................................................................................................................................7
3.1 Role of promotional mix.......................................................................................................7
3.3 Role of public relation and sales promotion play in promotional efforts.............................8
a) Five types of sales promotion.................................................................................................8
b) Five ways that public relation use in part of promotional tool...............................................9
4.1 Relevance market research....................................................................................................9
TASK 4..........................................................................................................................................10
3.2 Plan an advertisement campaign.........................................................................................10
4.2 Market research for appropriate goods and services...........................................................10
Questionnaire............................................................................................................................11
4.3 Different media of marketing for appropriate goods and services......................................11
4.4 Evaluate the implementation of marketing plan.................................................................12
CONCLUSION..............................................................................................................................12
REFERENCES .............................................................................................................................13
Books and journals....................................................................................................................13

INTRODUCTION
Marketing hospitality can be termed as the management and study of exchange relation to
create, retain and satiate consumer (Lovelock and Patterson, 2015). Marketing in hospitality
sector can be defined as the effort of marketing which direct revenue increment within this
sector. Thomas cook is an one of biggest travel group within the world along with that this
organisation is second biggest in UK. Its important reason for its success is their commitment
and investments towards their customers. In this assignment, it covers all the marketing concepts
and business environment of an company. In this, it also relevance the buyers market within the
industry. The various segments are developing in the market.
TASK 1
1.1 Concepts of marketing for relevant services within industry
Marketing can be referred as the activity, process or set of institution for communicating,
creating, exchanging and delivering numerous offering which have value for clients, consumer,
or society at large. Their are some of marketing concepts for services are given below:
 The product concept: As per management, if company is manufacturing a quality
product at affordable price then it will require very little efforts of marketing. e.g.
organization is providing quality of services at cheaper rates (Lim, 2014).

(Source: Marketing concepts, 2018) The production concept: In this, company manufacture the products and services as per
their customers requirement. e.g. produce goods according to their wants and needs. The selling concept: In this, customers will not purchase their goods unless they will not
promote their products. e.g. company promote their services with aggression. The marketing concept: In this, they find out the customers need for satisfying them as
per their wants and needs (Leung, Xue and Bai, 2015). e.g. before providing services to
their customers they analyses the desire of their buyers.
 The societal marketing concept: In this, firm concentrate on fulfilling buyers needs for a
longer duration to meet objectives along with accomplishing social welfare practices.
1.2 Impact of marketing environment
Micro
In this micro environment factors it involves suppliers, distributors, customers,
competitors and the public. Some of factors from these are explained below with its positive and
negative impact:
Suppliers: These can able control the business success when company hold the power. They
supply the finished goods within the marketplace. Positive impact: It provide the goods in different areas.
Illustration 1: Marketing concepts, 2018

 Negative impact: In the condition of supplier monopoly, they can demand for any cost of
raw material.
Customers: Consumer are the recipient of service, good, idea product idea which is obtained
from vendor, seller or supplier through financial transaction or exchange or other valuable
consideration. Positive Impact: They aid in increasing the sales of organisation. Negative impact: If company want to make profits then they have to satisfy customers
demands (Leung, Bai and Stahura, 2015).
( Source: Micro and Macro factors of environment, 2018)
Macro
This are the factor which gave impact on business through external environment and
which are uncontrollable. Numerous determinants consist in the macro environment which is
being evaluated including political, economical, social, technological etc. Some of factors from
these are explained with its positive and negative impact are as follows:
Economic factors: It provide impact on buyers decision making process and companies
production that consist growth rate, currency rate, exchange policies etc. Positive impact: Due to low interest rates and exchange rates business organisations can
easily establish and service for a long time in UK economy. Negative impact: It will effect the purchasing power of buyers as per their income.
Illustration 2: Micro and Macro
factors of environment, 2018

Technology factors: Technological advancements and other modification are adopted by
Thomas Cook such as online service booking etc. Positive impact: By using latest technology it will impact on smooth running of
enterprise.
 Negative impact: Technology used for making products are very costly.
1.3 Relevance of consumer markets
In the hospitality industry, marketing is one of the paramount components which assist in
attaining potential buyer successfully. Consumer behaviour is significant aspects that refer to
study of how individual groups, consumer or companies purchase, select and utilise service,
good or disposed idea to satiate their requirement and demand. This helps in identifying the core
products features offered by existing or new enterprise like as Thomas Cook Travel in UK.
Organisation is giving quality services to their customers.
Therefore, buyers culture can play a very important role as it indicates emphasizes on
physiology and sociology part of Thomas Cook Travel in UK. Advantages: Organisation will satisfy consumers needs then it will aid in attracting
higher numbers of customers along with that it will help in increasing sales and profits
within marketplace (Knani, 2014). Disadvantages: If Thomas Cook Travel will not provide them services as per customers
requirements then they will not purchase their services again and it will have a limited
interest of customers in market.
Black box of consumer behaviour
The concept emphasise over the concept that final consumer's buying behaviour is
influence through numerous factors or characteristics sets black-box of consumer. In this black-
box is defined as consumer's head. Burying behaviour rely on stimuli, coming from distinct
environment like marketing mix and other determinants of environment. This stimuli go to the
black box of buyer where decision are undertaken. The factor which influence buyer under
black-box concept discussed here:
Cultural Social Personal Psychological
 Culture
 sub-culture
 Family
 reference
 Life-cycle
stage and age
 Perception#
 Motivation

 social class groups
 status and roles
 economic
situations
 occupation
 lifestyle
 Personality
 Learning etc.
1.4 Rationale for developing various segments of marketing
Markets segments is refer as a design of goods and services within market. It is divided
into four parts of buyers markets like as beverages goods, transportation products, retail goods
and buyers products. Some of marketing segments are as follows:
( Source: Different marketing segment, 2016 ) Geographic: In this segments are based on market size, density population, region and
climate. Thomas Cook Travel target UK market segment and they position their
organisation as per market size. Demographic: This market segment is based on background, education, age, gender,
income etc. Organisation find out their buyers by its features as well as they target their
market goods and services accordingly (Kim, Vogt and Knutson, 2015). Behavioural: In this, customer market involve buyers status, usage rate, customers
advantages, brand loyalty etc. Company target their buyers in United Kingdom are based
Illustration 3: Different marketing segment,
2016

on the characteristics of behavioural. Thomas Cook Travel position their brand image in
the customers mind. Psychographic: The characteristics of psychographic of marketing segment are based on
buyers attitude, opinions, activities, beliefs, values and interests. Organisation target
market of UK for doing a research work on psychographic. Firms position their
organisation by serving their buyers well.
TASK 2
2.1 Components of marketing mix
Marketing mix is a significant element in creating a right marketing techniques and its
implementation by proper strategy. It play a very vital role in your overall marketing method of
your product, promotion, price, and place.
( Source: 4Ps of marketing mix, 2017)
Elements of Marketing
Mix
Related Application In Thomas Cook Travel
Product Thomas cook core products are car hire, insurance, hotel,
travel and food etc. They give various packages of holidays
in their marketing mix are weekend, domestic, international
and senior citizen holidays (Kim and Law, 2015).
Pricing strategy In current times, organisation is using premium pricing
method for grabbing a right kind of buyers and provide
services on reasonable cost.
Place Organisation store are available in all across the globe in a
form of online and physical stores including United

Kingdom, Europe, Asia etc.
Promotional Thomas Cook Travel promotes their enterprise by
showcasing its packages of holiday like as groups tours,
festive holidays, adventure tours, honeymoon special and
so on. They are advertising by newspapers, hoardings, TV,
internet, magazines and you tube.
2.2 Analyse pricing strategies and policies
Thomas Cook Travel industry is adopting premium pricing strategy within their
company. It help business in setting a high prices as compared to their rivals. This pricing
strategy is a cost effective and help in selling a unique products to their customers. As buyers
require to perceive goods as per high cost for this enterprise create a valuable perception among
the customers. With this they also provide a quality goods and services to their customers at
affordable price which aid in maintaining premium pricing.
TASK 3
3.1 Role of promotional mix Public relations: This campaign is applying by major events, grand opening, press
releases, social media and newsletter. Thomas Cook Travel products are promoting
through social media which is very useful tool for making relations with public. Personal selling: This tool is very effective because it make a long term relation within
employee and customers. Thomas Cook Travel is cultivating the relations which will
raise the opportunities for future by meeting their expectations of customers
(Gummesson, 2014). Advertising: This play a very important role in promoting enterprise. In this they use
social media for promoting their services and products as it aid in grabbing mass numbers
of customers at a time.

( Source: Promotional mix, 2018 ) Direct Marketing: It is using technology for targetting customers. It involve apps, e-mail,
telephone calls and catalogs. It is useful for organisation as they target a particular person
which spend less amount of finance.
 Sales Promotion: It gives a great way to make their customers for purchasing a services
and goods by Thomas Cook Travel. Company also promote their goods by providing
vouchers, discounts and many more.
3.3 Role of public relation and sales promotion play in promotional efforts
Both of these promotional activities play a very main role in Thomas Cook Travel. Sale
promotion is aid in increasing sales by giving various offers and public relations are maintain by
company through social media (Gayle and Goodrich, 2014).
a) Five types of sales promotion Discounts: Thomas Cook Travel is providing discounts in this packages at off seasons. It
will aid in increasing sales at off seasons. Gifting: In this, company provides gifts to their customers for attracting higher numbers
of buyers. Like as Thomas Cook Travel provides key chains of their names to their
buyers. Coupons: Thomas Cook Travel sometimes provide coupons for promoting their sales.
Organisation gives these coupons through online websites by enhancing their online
business websites. Sampling: Company gives sampling of their goods for satisfying customers that they are
buying a good product. Thomas Cook Travel also show the demos of previews buyers for
making their customers existed for their tour.
Illustration 5: Promotional mix, 2018

 Bundling: In this, Thomas Cook Travel provide benefits of bundling. e.g. Visiting of 10
peoples organisation will pay for 2 person.
Sales promotion is providing benefit to producer by dividing more revenues, consumer
by offering exotics schemes and intermediaries through facilitating margin over the sales. Hence,
this is fundamental for distinct entities or bodies accordingly.
b) Five ways that public relation use in part of promotional tool Media relation: Thomas Cook Travel deals with media such as providing press
conferences, scheduling interviews and press releases. Generally, company want the
media to do their advertisement free of cost. Corporate and social responsibility: Public relation improves the reputation of
organisation for charity works, community, environmental responsibility and ethics. It
affect the Thomas Cook Travel business practices. Public affairs: It is getting the government on their side. Thomas Cook Travel wanted to
change in farming legislation so they can sell their goods with higher price. It is an
professional work for making contacts with governments. They are occasionally sneaky,
tenacious and personable.
 Crisis management: It is an public relation which require disaster strikes: recalled faulty
goods, financial crisis etc. it will ruin Thomas Cook Travel goodwill and require to dealt
fastly.
4.1 Relevance market research
At a time of accomplishing a market research it provides full importance of it by giving
its advantages which are as follows: For making marketing decisions: By doing company research, it will help Thomas
Cook Travel in taking better decisions of marketing. It will help in knowing the needs of
their customers for giving them better quality of goods. Survive within competition: If Thomas Cook Travel will accomplish a better research
work then it will aid in competing their rivals in an better manner. Maximise profits: Proper conducting of market research will help in earning higher
profits as well as aid in proper use of resources.

 Increasing sales: Market research also provide benefits by increasing the volume of
sales if they will accomplish effective research it will help in giving products as per
needs of buyers.
TASK 4
3.2 Plan an advertisement campaign
Aim
Its main purpose is to promote the increase the sales and earn higher profits.
Objectives
 Raising the volume of sales
 Attracting customers towards the organisation. Making higher level of profits
Target market and customers
Thomas Cook Travel will target a market of United Kingdom and organisation will
target customers as per their interest level like as senior citizen, youngster for adventure trips and
so on.
Tool used in advertisements
Thomas Cook Travel is using newspaper, television, print media, social media, online
websites and magazines for attracting large numbers of customers towards company.
4.2 Market research for appropriate goods and services
In order to carry out an effective marketing research company gather the data of buyers
towards latest fusion established by Thomas Cook Travel. Organisation has consider two kinds
of research which are explained in tabular form below:
Primary research Secondary research
In this research, Thomas Cook Travel
organisation will conduct a open ended
questionnaire and interview sessions. It will aid
in gathering feedbacks of their customers
personally.
In this research, company will use the articles
which are published in newspapers, internal
records of firms in a form of government
publications and business journals. It will help
in knowing the latest taste and preferences of
customers.

Questionnaire
1) How much do you remember companies advertisement?
 Very often
 often
 Cant remember it
2) Did you understand the message of advertisement?
 Yes
 No
3) What is your age group?
 Under 18
 18 to 29
 30 to 40
 above 40
4) What is your Gender?
 Male
 Female
5) Does advertisement advantages is believable?
 Agree
 Disagree
 None of these
4.3 Different media of marketing for appropriate goods and services
Different media Different products and services
Several forms of media are used by Marriott
hotel for meet outstanding outcomes while
giving efforts in marketing. Media used by
organisation for promoting a products are print
media such as magazines and newspapers,
television, radio, visual sources such as posters
and bill boards (Del Chiappa and Baggio,
2015).
Marriott hotel have to attract higher numbers
of customers by using social media which is
utilised within entire world. Print media such
as magazines and newspaper cannot teach
Australian and Indian buyers. Company wants
to make a new business website then they can
use a best source which is social media as
compared to radio.

4.4 Evaluate the implementation of marketing plan
At a time of conducting a marketing plan Marriott hotel organisation had made some of
improvements within their work with their advantages and disadvantages as well are as follows: Strategy Documentation: In this, eliminate the way of making documentation and make
it in 3 pages documents which layout the plans and goals of marketing in a better manner.
Benefits are aid in effective way of working and disadvantages is it consumes time. Meet their team more often: Organisation dedicated their team of content marketing. It is
necessary with a person who are responsible for promoting and creation of content. It will
gave benefits in taking a best ideas among all and disadvantages is it can create conflicts. Having a specific goals of enterprise: Marriott hotel had made their particular goals of
business will gave benefits in making a effective plan and its disadvantages are it will
give rise to lack of innovative things. Becoming much buyer centric: Making an marketing plan they have to use actual goods
and services for consumer centric. It will gave benefit in attracting large numbers of
customers and disadvantages is concentrate on only buyers others factors are ignored.
 Know how it will distribute and promote companies goods and services: Marriott Hotel
will promote and distribute their goods and services for maximising sales. It will gave
advantages in making higher profits and disadvantages in expanding business in different
areas.
CONCLUSION
As per above report it has been concluded that Marketing is paramount concept which
review segments of this business industry using the tools and techniques of marketing for
promoting their services and products. In involve the marketing mix, promotional mix and
marketing concepts. Along with that also gives the importance of research and also prepare a
questionnaire. In this it also shows the improvements in research work for making in more
appropriate and effective manner. Also analysed the different media of promoting products and
services.

REFERENCES
Books and journals
Alserhan, B. A., 2016. The principles of Islamic marketing. Gower.
Bowie, D., Buttle, F., Brookes, M. and Mariussen, A., 2016. Hospitality marketing. Routledge.
Chen, W. J. and Chen, M. L., 2014. Factors affecting the hotel's service quality: Relationship
marketing and corporate image. Journal of hospitality marketing & management. 23(1).
pp.77-96.
Del Chiappa, G. and Baggio, R., 2015. Knowledge transfer in smart tourism destinations:
Analyzing the effects of a network structure. Journal of Destination Marketing &
Management. 4(3). pp.145-150.
Gayle, D. J. and Goodrich, J. N., 2014. Tourism Marketing and Management in the Caribbean
(RLE Marketing). Routledge.
Gummesson, E., 2014. Productivity, quality and relationship marketing in service operations: A
revisit in a new service paradigm. International Journal of Contemporary Hospitality
Management. 26(5). pp.656-662.
Kim, H. H. and Law, R., 2015. Smartphones in tourism and hospitality marketing: A literature
review. Journal of travel & tourism marketing. 32(6). pp.692-711.
Kim, M., Vogt, C. A. and Knutson, B. J., 2015. Relationships among customer satisfaction,
delight, and loyalty in the hospitality industry. Journal of Hospitality & Tourism
Research. 39(2). pp.170-197.
Knani, M., 2014. Ethics in the hospitality industry: Review and research agenda. International
Journal of Business and Management. 9(3). p.1.
Leung, X. Y., Bai, B. and Stahura, K. A., 2015. The marketing effectiveness of social media in
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Tourism Research. 39(2). pp.147-169.
Leung, X. Y., Xue, L. and Bai, B., 2015. Internet marketing research in hospitality and tourism: a
review and journal preferences. International Journal of Contemporary Hospitality
Management. 27(7). pp.1556-1572.
Lim, W. M., 2014. The antecedents and consequences of customer hedonism in hospitality
services. Journal of Hospitality Marketing & Management. 23(6). pp.626-651.
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.