Marketing Mix Analysis: Thomas Cook Group & Tourism Product

This report provides an analysis of the marketing mix elements (product, price, place, promotion), the service mix elements (process, people, physical evidence), and the concept of the total tourism product within the context of the Thomas Cook Group. It highlights the importance of each element and discusses potential issues within the marketing mix, such as the intangible nature of services, the significance of place in the travel industry, and the role of promotion and pricing strategies. The report also explains how Thomas Cook Group combines various factors like contracts with hotels, airlines, and guidance agents to create comprehensive travel packages tailored to different customer budgets, referencing academic sources to support its analysis.

Marketing in TTM
(TASK 3)

P3.1 Issues in the product, price and place
elements of the marketing mix
Importance of element of service mix for the Thomas Cook
Group:
 Process: In this the company will adopt the systematic way to
produce the services there will be step by step procedure to
produce the service and serve to its customer.

Continued...
 People: This is the another element of the service mix which is
also very important because for every enterprise its employees
are the key factor of the organisation.
 Physical evidence: If company is selling the product there will
be some physical presence of the product which can be touch
and used.

P3.2- The importance of service sector mix
elements to the travel sector
Issues in marketing mix
 Product:- Product is a first P's of marketing. As the
Thomas cook is company who is providing the services for
the travel and tourism and services are intangible in
nature.
 Place:- Place is the another part of the 4P's. Before
giving any services the company has to make the
product available to the market. In travel and tourism
industry the place will the agents, broker, the official
website etc.

Continued...
 Promotion:- Next P's will the promotion the company
make the product and services but to aware about
product among the audience is different part.
 Price:- Price is a last P's of marketing mix is pricing.
Company has to decide which group of population
they are targeting ( population or niche).

P3.3 Concept of total tourism product
Total tourism refers to the combine package of the trip. The
company is having contract with the agents, broker and companies
with other industries. Like they have contract with hotels, airlines,
guidance agents. The company combine all the factors and make
the single product. The company will provide different packages
for the one trip to different customers according to their budget.

References
Andrawis, R.R., Atiya, A.F. and El-Shishiny, H., 2011.
Combination of long term and short term forecasts, with
application to tourism demand forecasting. International
Journal of Forecasting. 27(3). pp.870-886.
Buhalis, D. and Foerste, M., 2015. SoCoMo marketing for travel
and tourism: Empowering co-creation of value. Journal of
Destination Marketing & Management. 4(3). pp.151-161.

Thank You