Analysis of Marketing in Hospitality: Thomas Cook Case Study Report

This report provides a comprehensive analysis of marketing strategies within the hospitality industry, with a specific focus on the Thomas Cook travel group. The introduction defines marketing and its relevance to the hospitality sector, emphasizing customer satisfaction and the systematic movement of goods and services. The report explores key concepts such as the marketing mix (product, pricing, place, and promotion), pricing strategies, market segmentation, and the impact of the marketing environment. It examines customer relevance, the importance of the marketing mix components, and the role of promotional strategies. The report also discusses the development of market segments and the implementation of marketing plans, offering insights into how Thomas Cook adapts to market dynamics, customer needs, and competitive pressures. The report concludes by evaluating the effectiveness of various marketing approaches and their impact on the success of the enterprise.

MARKETING IN
HOSPITALITY

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Define the term marketing in terms to hospitality industry..................................................1
1.2 Description on impact of marketing environment on Thomas travel group.........................2
1.3 Evaluation on customer relevance as per industry................................................................3
1.4 Define the rational in term to develop market segments.......................................................4
TASK 2............................................................................................................................................5
2.1 Description on importance of components of marketing mix to industry............................5
2.2 Description on pricing strategies and policies......................................................................6
TASK 3 ...........................................................................................................................................7
3.1 Define the evaluation and role as promotional mix..............................................................7
3.3 Description on advertising campaign for industry and service operations...........................7
TASK 4............................................................................................................................................7
3.2 Draw advertising campaign for service industry operation..................................................7
4.2 Undertaking of market research if appropriate product and service.....................................8
4.3 Description on analysis of suitability of differed methods which helps to make appropriate
product and service. ...................................................................................................................9
4.4 Evaluation on implementation of marketing plans for product and services........................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is technique which is based on identifying needs of customers so that
their satisfaction can be achieved. It is systematic process with help of which good and
services move to customers. The process of marketing refer as identification, selection
and development of product so that product can be popular in market (Adegoke and
Popoola, 2018). The present report has covered the activities of Thomas cook travel and
it is one of the largest travel group. The one of the main reason behind have long termed
benefit is their investment and commitment. This enterprise strongly follows all
corporate social responsibility and this is main reason behind getting success. In addition
to this, assignment will cover the following things as are Marketing mix, pricing
strategies, differed marketing segments and various roles in relation to sales promotion.
TASK 1
1.1 Define the term marketing in terms to hospitality industry.
The marketing is process which refer as proper planning, organizing, directing,
motivating and coordinating the activities of an enterprise. With help of taking strong
decision the firm is able to full fill the demand of customers in market. The one of main
advantage is to earn maximum market share and revenue so that high amount or
profitability can be generated. In addition to this, there are five concepts of marketing has
been discussed in following manner as are-
 Production concept: The idea of production concept is “consumer will prefer
those products which are easily available and affordable”. It is an operation based
concept. In this, Thomas Cook focuses on production efficiency, lowering costs
and mass distribution. However, this concept is the oldest in marketing (Adegoke
and Popoola, 2018).
 Product concept: In this concept, consumers prefer to have products which are
good in quality with innovative features. Price and availability doesn't influence
their purchase. Thomas Cook who are always improving their products to keep
themselves ahead from their competitors. It also provides packages for leisure
travellers, corporate business houses etc.
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 Selling concept: In this the business believes that its product will only sell when
it will do promotions. Thomas Cook focuses on the actual sale of its product.
Thomas cook undertakes aggressive selling and promotional efforts. Their aim is
to sell what they make rather than what the market wants.
 Marketing concept: This concept focuses on the target market, its needs and
wants. In this marketing management “customer first” approach is important.
Thomas Cook focuses finding the right package for its clients rather than finding
the right customers for its product (Camilleri, 2018).
 Social marketing- It is one of marketing concepts which process as that
company should make marketing decisions not only considering the needs or
wants of customers but it is need to be done in terms to benefits of society. With
help of this long term interest of customer can be maintained (Ashley and Tuten,
2015). It is systematic process which works as to improve welfare of people,
social and economic environment.
1.2 Description on impact of marketing environment on Thomas travel group.
This is combination of external and internal factors and this can affects the
performance of an enterprise. It is the ability of firm to build and maintain the successful
relationship of customers. This is defined in following manner as are-
The Macro environment as are-
 Demographic factor- In this, demographic forces relates to people. This kind of
factors relates to size, age, gender, occupation and other statistics. Business
activities will largely get affected by this all components. Moreover, Thomas
cook enterprise need to put their focus on resent trends and developments so that
longer profitability can be achieved.
 Economic factors- The economic factors will be inclusive of components as
recession, inflation, wage and interest rate. It is important to improve the country
economic conditions so that customer’s can able to satisfied with product and
services of firm (Griffin and et.al., 2017).
 Political factor- In this, demand of customer is need to understand and political
factors affects the overall working of firm. In addition to this, it will be inclusive
of policies, practice and legislations. Thomas cook need to abide by all rules and
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regulation so that there can be possibilities of sustaining of firm in market for
longer period.
 Technological factor- With help of introduction of internet facilities, the
operational efficiencies of Thomas Cook enterprise can be effective. Thus,
implementation of technologies can be effective in order to drive enterprise in
successful manner.
Under this, there are various factors which affects micro environment as are-
 Customers- They are important part of firm and they need to be treated well so
that longer profitability can be maintained. To attract them firm need to produce
products with innovative approaches so strong relationship can able to build in
market (Lovelock and Patterson, 2015). In addition to this, with help of
delivering the high quality services the longer profitability and productivity can
be generated.
 Competitors- This enterprise is one of the largest global leading brand. This
organisation is having many rivalries and it is the responsibility of an enterprise
to provide effective products at reasonable price.
 Suppliers- They are core person in the organisation and they work as to supplies
the firm something effective and those equipments with help of which longer
profitability can be generated. They should provide their services in timely
manner so that long term profitability of firm can be maintained.
1.3 Evaluation on customer relevance as per industry.
In this, it can be said that success of an enterprise is largely dependent on need
and wants of customers. With help of this there can be increment in market share. There
are various components which can affects the purchasing power of customers. There are
various things as are-
1. Pricing factors- Thomas cook enterprise need to set price of products which
helps as to attracts the need of customers. In order to maintain long term
profitability the enterprise need to set the affordable prices rare which can
convince customer to prefer product and services.
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2. Psychological factors- There are number of components which can affects the
individual perceptions, rate of interest and beliefs. This kind of components
largely affects the buying behaviour of customers.
3. Web- In this, there are number of promotional tool and practices which attracts
customers in large manner. It is one of effective tool in order to attract the
customers.
1.4 Define the rational in term to develop market segments.
Market segmentation is process which works as to have proper division of
customer in sub groups and groups. There are various kinds of strategies which is need to
be framed systematically so that effective operations can be conducted. This kind of
strategies will be helpful in order to earn long term profitability in market (Stolldorf,
Dietrich and Ridner, 2016). There are various market segments as are-
 Better communication- Under this, communication is term which is helpful in
terms to manage the whole operational working of firm. With help of making
better communication the firm can able to undertake its business activities in
systematic mode.
 Expansion- The business activities is need to be expanded. With help of this
enterprise should take initiatives which will promotes effective working. With
help of this kind of expansion the firm need to attract its customers.
 Reduction in risk- In this, the primary goals of an enterprise is to have
minimisation of risk is to develop the activities so that organisation can perform
its activities effectively. The firm need to perform its activities with reduction in
the working so that each work can be done in systematically.
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TASK 2
2.1 Description on importance of components of marketing mix to industry.
Marketing mix of Thomas Cook analyses the working of an enterprise and this all
covers the 4Ps and with help of this an organizational activity can be developed. There
are number of Thomas cook marketing mix components as are-
Component of Marketing Mix Related Application In Thomas Cook
Travel
1. Product, It can be said that Thomas cook
enterprise was working at the pioneer
manner at commercialising the mass
tourism activities. In this way, the core
business activities of Thomas cook is
related to travel, food, hotel, car hire and
insurance. This firm is provides the
tours packages which as are Thomas
cook retail, Thomas cook airlines and
various things which helps to attract the
audience.
2. Pricing strategy used, In this term it can be said that the
packages of Thomas cook are available
at reasonable prices. With help of
adopting suitable pricing strategies the
firm can able to provide effective
services to its customers. In the current
scenario the firm is using the premium
pricing strategies so that work can be
done as per the choices of customers. At
the time of off season the firm is taking
various initiatives in term to provide
good and effective services to customers
(Sigala, 2018).
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3. Place or Channel of distribution In this, it can be said that Thomas cook
enterprise is located in the commercial
area. It is the major advantage that it is
very easy to find. A channel specialist
such as warehouse or trader must have
an efficient link with retailers so that
one effective thing can be undertaken.
4. Promotional elements recommended There are major groups of individuals
relates to the promotional activities and
in this product need to get famous in
market. Under this promotion refers to
the communication of information
between the seller and buyer so that
effective information can be generated
(Armstrong, Kotler and Brennan, 2015).
Thus, Thomas cook need to have the use
of promotional strategies so that their
profitability and productivity can be
generated.
2.2 Description on pricing strategies and policies.
In this it can be said that pricing strategies plays the essential in order to deal with
factor or pricing so that each thing can be done in effective and efficient manner. The
effective pricing strategies will be helpful in order to deal with products and services.
This will be helpful in terms to prioritizing the good and services. This kind of activities
will be helpful in order to have enhancement in brand image of enterprise. Under this,
quality is one of the major component and it is need to be maintained. The firm need to
puts its major consideration over quality, features, packaging, substitutes and number of
alternatives which can affects the attraction of customer’s (Stolldorf, Dietrich and
Ridner, 2016). There is need to take initiatives as to charges the high prices of products
so that brand image of firm can be sustained.
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TASK 3
3.1 Define the evaluation and role as promotional mix.
Promotion mix is the term which is inclusive of various things as are advertising,
marketing, personal selling etc. In this, promotional mix is the method which deal with
number of promotional tools and process of communication. These strategies will be
adopted by Thomas cook enterprise in terms to promote products and services in market.
It is one of the method which helps to customers in terms to motivate them so that firm
can able to earn long term profitability and productivity (Camilleri, 2018). This is the
strategy which will be helpful in terms to attract the customer and make them aware
about the products in market.
3.3 Description on advertising campaign for industry and service operations.
The advertisement is the strategy which is helpful in term to aware the customer
about the product and services in market. In addition to this, Thomas cook enterprise
need to draw and offer holiday package to summer so that larger number of customer can
get attracted towards the working of an enterprise. Thus, Penetration strategy is need to
be adopted so that firm can provide services which are in relation to products and
services. Moreover, penetration strategy can be useful in terms to charging the lower
price at the initial level so that firm can perform its business activities systematically.
The main motive of promotional tool is to attract the working of an enterprise so that
long term profitability and productivity can be maintained.
TASK 4
3.2 Draw advertising campaign for service industry operation.
With help of framing the advertising campaign there is need to have the services
which will helpful to influence the activities of firm. Planning is one of the essential term
as it is helpful in term to achieve the desire success in market. It is plan of action which
systematically generate the working so that each things can be achieved effectively. In
order to sustain in market, it is essential for Thomas cook to adopt online campaign so
that higher profitability can be achieved (Lovelock and Patterson, 2015). Organization
requires receiving all adjustments in the advertising exercises that serves to continuing
existing clients and potential opportunity and development for the organization. With a
specific end goal to make profitable results, Thomas Cook Creates online crusade for
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summer seasons and spread data through T.V, radio channel. By and large, organization
create new offers and places for clients to investigating new places of summers. This
online promotion crusade will enhance benefit income for company. Corporate social
obligation will likewise give better. Development and opportunity in the association. In
general, changes and better opportunity and development. In this way firm need to adopt
the marketing strategies so that immediate action can be taken.
Marketing strategies- With help of implementation of marketing strategies firm need to
adopt the things with help of which the best possible outcome can be achieved. This is
defined in following manner as are-
 Step 1- Identification of customer.
 Step 2- select effective target plans
 Step 3 – Creation of Budget
 Step 4- Creating effective content
 Step 5- Monitoring the plans.
4.2 Undertaking of market research if appropriate product and service.
It can be conducted with help or primary and secondary method as are-
Primary method Secondary method
Exploratory- It is one of the effective
method of research. With help of this
researcher will collect the specific data and
findings. In this present research will base
on the technique as exploratory (Lovelock
and Patterson, 2015). It can be dine with
help of questionnaire.
Specific- It is research which is helpful in
term to target the goals of an enterprise. It
is also another process with help of which
overall productivity of firm can be
achieved.
Observation- It is also one of the effective
approach as it is helpful in term to identify
Qualitative- It is one of effective term as it
is helpful in order to have collection of
possible data. This is need to be taken in
order to have customer opinion.
Quantitative- It is the kind do research
market which is relates to facts and
statistical data.
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the actual perception of customer so that
profitability can be maximised.
4.3 Description on analysis of suitability of differed methods which helps to make
appropriate product and service.
In this media is platforms and mediators between customers and companies and it
works as to directly connects each other. With help of media customer are able to get to
know about the service of company. It is one of the effective platform which work as to
aware the customers about the products. This media platform will be inclusive of
Television, Newspaper, poster and Billboards.
Methods Suitability
Television TV is the best wellspring of media to convey
data through 3D illustrations or through visual
designs.
Newspaper Daily paper media is useful to peruse out the
best possible and detail data of new item and
administrations.
Radio Radio is the most ideal approach to express
direct network with clients.
Online Online is the most needing and profitable way
or media to associate individuals through
different social destinations (Sigala, 2018).
4.4 Evaluation on implementation of marketing plans for product and services.
With help of evaluating marketing plan of an enterprise. The manager of the firm
need to measure the various activities as are return on investment, identification of sales
outcomes, customer response in relation to product and services. There are some method
with help of which proper profitability and productivity of firm can be managed
(Lovelock and Patterson, 2015). Under this, there are some methods given which as are-
 Initiative in term to deal with product and services.
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 Align goals
 Voice issues need to be resolved.
 Be honest with the work.
CONCLUSION
Hereby it can be concluded that Marketing is systematic process with help of
which good and services move to customers. The process of marketing refer as
identification, selection and development of product so that product can be popular in
market. The present report has covered various activities as are Marketing mix, pricing
strategies, differed marketing segments. The main aim of this unit is to deal with
profitability of firm effectively.
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