Marketing Essentials for Travel and Tourism - HNC Report

This report analyzes marketing essentials within the travel and tourism industry, using the Thomas Cook Group as a case study. It begins by defining marketing and its role, then explores the business and marketing objectives of Thomas Cook. The report details the elements of the marketing mix (product, price, promotion, place, people, physical evidence, and process) as applied by Thomas Cook. It then presents a comprehensive marketing plan, including a SWOT analysis, STP (Segmentation, Targeting, Positioning), and promotional strategies. Finally, it compares Thomas Cook's marketing approach with that of its competitor, BCD Travel, focusing on their marketing mix strategies. The report concludes by highlighting the significance of effective marketing strategies in achieving business objectives and enhancing market value.

Marketing Essentials for
travel and tourism

INTRODUCTION
Marketing is defined as set of activities as undertaken by different business firms with the
aim of creating, communicating, introducing, exchanging all the offerings in form of services and
products which are considered as important part from the perspective of customers, business
partners, society etc. With the help of better and innovative marketing techniques, it helps
companies in attracting and retaining of large customers base thus contributing to more profitable
situation. The present report is based on Thomas Cook Group which is dealing in Hospitality and
tourism business at the global level. It will define marketing function role and responsibility and its
correlation with other functional areas of business. Further, explanation related to business as well
as marketing objectives will be defined along with elements of Marketing mix. At last, a Marketing
plan will be provided essential for meeting marketing objective of business. Also, comparison
among different firms on the basis of marketing mix and plan will be disclosed.
MAIN BODY
ACTIVITY 1
Power point presentation
ACTIVITY 2
1. Evaluating business as well as marketing objectives.
Thomas Cook Group is considered to be one among the top leading British travel and
tourism industry group operating at the global level. It is providing travelling as well as hospitality
related services and products to its customers across worldwide satisfying the needs and wants of
customers. Business objective is defined as picture or framework depicting how the company will
perform with plans made for attainment of set defined business goals and objectives. Different
techniques and plans are undertaken for successful achievement of business goals. Also, it is very
important for every business perspective to have specific and clear objectives so that strategies
formulated can be successful implemented and helps in profit maximization. Following are the
business objectives of Thomas cook group:
 To provide scheduled flights to its customers which is providing economical benefit to its
customers.
 To provides its customers with facility of overseas holiday packages and promotion of
tourism business in the United Kingdom.
 To offer such service which fulfils the customer needs in better way so that they can afford
such services in nominal way (Baker, 2016).

 As it is necessary that quality services are to be provide to customer to retain their interest
for longer way, thus it is the major objective to provide accurate services to their clients.
 Thus, offers are to be made in respect of avoiding the discrimination which is examined
through culture, sex, region and religion and thus by making the journey of the travellers
memorable and creates lot of experiences regrading preferring such services.
The objective of marketing concepts are aimed which has been set down by company during
promotional activities as undertaken for its own business products and services which is required to
be accomplished within specified time period. It are strategies which is laid down by companies for
achieving overall business goals through using the digital media platform in which the procedure of
advertisement is used to interact with customer and also create the strong base with customer. Thus
through this aspects they can enhances their brand name in market through undertaking various
marketing strategies to retain customer towards their services. By introducing organisational
strategy, it helps in achieving organisational goals thereby providing company with facility of
security and sustaining of competitive advantage in the marketplace. It is necessary to target the
market segment so that they can build or attract the new customer towards their services.
2. Elements of Marketing Mix.
Marketing mix refers to the combination of all such factors which is undertaken by the
company in respect of reaching to large base of customer. Thus in respect of Thomas cook, they
apply the marketing mix in following aspects such as :
 Product – It is one of the necessary aspects which retain the customer interest towards the
products for longer way (Rowley, 2017). They mainly deal in designing the travel packages
in respect of keeping the customer needs and wants as the first priority of Thomas cook.
They also provide luxury destination at nominal rates to their premium customer in respect
of attracting new customer towards their business.
 Price – It is the most important aspects as Thomas cook mainly adapts the penetration
pricing strategy in which they attract the customer interest towards the services through
offering the low budgets packages. Through this aspects they can retain the position in
emerging market for longer time period.
 Promotion – Instead of using the social media marketing they also uses the personal selling
procedure through which they can personally interact with customer and also build the
strong base with them. Thomas cook also applies the procedure through giving innovative
advertisement to attract the customer towards the services.

 Place – Thomas cook mainly undertake the business through targeting the business at
particular place. As by this aspects they can personally interact with customer and also
resolve issue easily. Thus, by this aspects the person who are not dealing or using the online
procedure can personally visit to stores to plan the trip more accordingly.
 People – As it is important for the Thomas cook to attract the customer towards the services
(Keegan, 2017). Thus, it is necessary that skilled and trained person are appointed in sales
team to handle the matters and also resolve the issues which is raised by customer easily.
 Physical Evidence – As Thomas cook mainly present at physical stores so that they can
they can interact with the customer personally and also resolve the issue which they faced in
selecting the right packages or any issue in travelling allowances.
 Process – As it is the duty of the Thomas cook to carry the accurate procedure in respect of
fixing any travelling packages. They also carry proper documentation, procedure which is
undertaken for visa or any currency exchanges. Thus, in respect of proper booking, accurate
procedure is undertaken to provide better results to customer.
3. Marketing plan.
Thomas Cook Group plc is one of the British travel group which is having its operational
services at the global level. It is dealing in wide range of products including airlines, holiday
packages, cruise lines, resorts and hotels with specializing in travel agency business (Thomas Cook
Group Wikipedia, 2019). It is having revenue of £9584 million as on 2018.
Marketing objective – Is to develop business with high profit margin thereby providing scheduled
flights and promoting tourism sector within the United Kingdom. Also, to provides its customers
with overseas holiday packages, travel insurance etc.
Mission – Is to grow and develop profitably by delivering consistently better and high quality
services with the aim of providing some distinctive and innovative experience to its customers
throughout holiday trips. It will help company in gaining competitive advantages and building of
brand loyalty from existing customers.
Vision - To become one of the world's best liked and loved holiday package business group which
major aim is to focus on providing relaxed experience to its customers, clients, employees and
shareholders.
SWOT -
On the basis of current market situation, Thomas cook group swot analysis is as follows:
 Strengths – It is having capability of developing new product and services as per the market

survey and research as undertaken by its highly skilled and experienced workforce (Kotler
and et.al., 2015). Also, company is having strong distribution network which helps in
making effective and proper distribution functions thus in turn enabling company in gaining
large market and customer share.
 Weakness – Is lacking in making sound estimates and forecast related to product and service
demand in the market. It results in loss because of inability of company in capturing of
market opportunities and competitive edge.
 Opportunities – New market segment because of government agreements and also new
trends prevailing among customer groups has provided company with opportunities to build
new revenue and sales margin.
 Threats – Change in buying behaviour of customers due to number of online business
channels providing same offerings can result in decline in customer as well as profitability
aspects of company.
STP – Being one of the leading brand in the hospitality and tourism industry, it has always focused
on increasing its customer as well as profit level. Its segment group comprises of frequent travellers,
clients, leisure travellers for whom Thomas rendered special services. In case of target group, it has
always aimed at targetting audiences having age more than 18 years till 60s who are having
willingness to travel around world. It has always makes use of different marketing techniques for
launching its products and services in the new market segment such as social media marketing,
commercial advertising etc.
Marketing mix -
 Price – In this Thomas cook charges penetration pricing in which they offer nominal prices
regarding the offer which they make and than charge high prices due to changes in market
demand.
 Product – They mainly designed such packages which fulfil the needs and wants of the
customer in respect of getting overwhelmed for their travelling. By this aspects they retain
the large customer base towards their business.
 Promotion – By using the personal selling procedure they build the strong relationship with
the customers. Through this aspects the performances of the business is also increased and it
results in enhancing the reputation at global level (Banerjee, 2017).
 Place – After dealing in physical stores, the Thomas cook also deal in online market so that
they can resolve the issue of the customer through digital platform.

Promotional strategy – Thomas has always focuses on using social media platform for advertising
and promotional business activities. Also, it has ensures that different offerings in form of discounts,
vouchers etc. are provided to its customers for maximization of profit and attracting new customer
base as well.
4. Comparison among different business organisation.
BCD Travel is one of the competitor of Thomas Cook group which is engaged in business of
providing corporate travel management services at the global level. It is dealing in different
products range including travel management, consulting, meetings etc. with 13800 number of
employees working wit its on the present basis (Sanclemente - Téllez, 2017).
Basis BCD Travel Thomas cook group
Marketing mix  Price – Affordable price
is charged from
customers which match
their quality.
 Product – Travel
management, events,
consulting, meetings
etc.
 Promotion – Uses
commercial as well as
digital marketing means.
 Place – Online as well
as offline business place
for ease to customers.
 Price– It charges
reasonable prices from
customers so that every
one can get benefited.
 Product – They offer
holiday packages which
is designed through
customer
personalization
regarding the accurate
travelling place and
food preferred.
 Promotion – By using
social media platform or
through undertaking the
personal selling
procedure, Thomas
cooks build strong
relationship with
customers.
 Place – They also deal
in physical stores so that
customer can easily

convey their thoughts
and ideas to them.
CONCLUSION
From the above report it is examined that by adopting useful and beneficial marketing
strategies and also undertake the effective plans, every business organisation can develop high
market value. Also, using innovative as well as creative marketing techniques, promotional and
advertising activities as undertaken by Thomas cook group has helped in acquiring of large market
as well as customer share. This has resulted in increase in profitability aspect which in turn has
provided company with ability improves its performance level.

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Online
Responsibilities of Marketing department. 2019. [Online]. Available through:

<https://smallbusiness.chron.com/responsibilities-marketing-department-69931.html>.
Thomas Cook Group Wikipedia. 2019. [Online]. Available through:
<https://en.wikipedia.org/wiki/Thomas_Cook_Group>.