Marketing Report: Analysis of Thomson Travel and Tourism Strategies

This report provides an in-depth analysis of marketing strategies within the travel and tourism sector, using Thomson Travel & Tourism as a case study. It explores various marketing concepts, including the impact of the environment, marketing segmentation, strategic marketing planning, and the influence of marketing on society. The report delves into the marketing mix, service mix, and integrated promotional mix, offering insights into how Thomson Travel & Tourism can effectively promote its services. It examines customer motivation and demand factors, the elements of market segmentation, and the importance of marketing planning. Additionally, the report discusses the positive and negative impacts of marketing on society and concludes with a promotional campaign plan for Thomson Travel & Tourism, providing a comprehensive overview of marketing principles in the context of the travel industry.

Marketing in travel and
tourism

INTRODUCTION
Tourism means provide services to people who like to move from their actual place to
another for short time of period (Choe, Stienmetz and Fesenmaier, 2017). Travel and tourism
organization provide different facilities to customers for their attraction like accommodation,
excellent food & beverage services, attractive holidays packages etc. Thomson travel and
tourism is an organization of United Kingdom, which provide vacations packs with different
services. They offer schemes to promote their products among competitors. Report will explain
concepts of marketing in tourism sectors, impact of environment, principle of marketing
segmentation. It will describe importance of strategic marketing planning, influence on society.
Report discus marketing or service mix and integrated nature of promotional mix. In this poster
will describe the plan of promotional campaign for Thomson travel & tourism.
TASK 1
P 1.1)
The process of marketing is to fulfil user’s requirement and it ends when customers
satisfied with products and services or show their loyalty towards them. Before making any
transaction, it requires the usefulness of products. There are various factors like macro or micro
which affect the business environment in several ways. Marketing has many concepts-
Production method- Customers like those kinds of goods which are available at large scale or
less expensive (Font and McCabe, 2017). This concept is more operation oriented than any other.
This production process is business oriented and consumers needs are less important than
increase the productivity.
Product method- Users like to buy unique or qualitative products and services. This concept
believes in consumer and they are more trustworthy when they have huge numbers of option for
customers to use the best travel and tourism facilities.
Selling method- Consumers like to purchase goods when organization attentively promotes or
sells those. Travel and tourism sector know products selling is not only easy task for them, they
have to keep their focus on market.
Marketing method- Travel and tourism sector focuses on demand of existing or potential
customers and provide best services than others. This theory believes in pull psychology.
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Marketing is the best technique that use by the organization to promote and advertise
products and services in market this will attract consumer's. Thus, by identified customer’s needs
and demands company offer them the best goods which make them happy and satisfied
according to their requirements.
P 1.2) The impact of marketing environment on Thomson in Turkey and Spain-
Macro environment of any country make impact on business. Thomson travel & tourism
is also affected by Turkey and Spain environment. These factors include the economic,
demographics, legal, political etc. This environment make impact on competitive market,
dramatical changes in interest and cultural of customers, weathers, regulations and rules of
government.
Economic factors- The economic factor is the most external guideline of Thomson, Turkey and
Spain economic condition is good. Both countries are one of the earning places for Thomson
travel & tourism.
Demography-The study of statistics of Thomson summer holidays is a result of this sector, since
various people are competent of exercising the facilities (Gaffey, 2017). Turkey and Spain
aspects like populace, climate, geographic regions etc. are excellent for Thomson.
External conditions- Thomson tourism business has different types of cultures, different
societies and their rituals. It is not possible that company think about Turkey & Spain societies or
culture, but both countries' atmosphere is best for business of tourism.
Disastrous weather- Natural calamities of Turkey and Spain like meal, disasters etc. This all do
not make impact on tourism places and a great significance in the mind set, nature of Thomson
tourist.
Technical change- Technology of Turkey and Spain play an important role to attempt to explain
competence and Thomson tourism use this factors for earn profit.
Marketing environment define the factors of micro environment that directly impact on
business growth and success. Political and social factor influence Thomas business production,
thus for that company need to change the entire structure and functions for run businesses
smoothly.
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P 1.3)
Customer’s encouragement and need impacted by various elements which make effect on
travel and tourism sectors. This industry always seen as a luxury, when tourists are less earning
and they may eliminate travel according to their budgets. During the world economy struggling
in 2009 & 2010, travel sector suffered along with other businesses. Consumer motivation factors
are as below-
Satisfaction- Customers satisfaction motivate them to go for same product and services again. It
is important for industry that user feel good whenever they enjoy company facilities (George,
2017). Travel and tourism sector provide best holidays package which are less expensive
according to tourist.
Perceptions- Customers are assumes about what they are actual require, it is generally depended
on awareness, last experience, importance etc. Last journey experience create perception for
travel and tourism industry.
Customers demand factors-
Price- Holidays package prices attract tourist, they do not like to pay more money on less
attractive tour. Customer like to avoid those trip which are not affordable.
The customers taste- If vacations are not match with customers demand (if, customers have trust
that it is more 'natural' to spend time at home than to take an air plane to some adventure
holidays' venue) the requirement for tourism is ignored.
The cost of complementary goods- If tourist think of air travel as a complementary good to
tourism, they will realize that an increase in the cost of air travel is cause of decrease in the
demand for tourism sectors.
External and internal factors influence consumer motivation and demand in travel and
tourism sector. Political, social, economical, technology etc. all the factors impact on clients
needs because during this process have many changes that need to be considered by organization
for satisfied customers.
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P 1.4)
The elements identifying market or customers session among business entities are the
below-
Demographics- For the tourism business, it may be session of market which depended on
business, organization size and geographic place. Size of organization may be important factor
when dividing market and customer list. Every company has different strategies according to
size. Thomson make their own policies for family, couples, individual etc.
Geographic- Each geographic part of the United Kingdom is suitable for the person. Thomson
offer different tour packages according to travelling destination. As indicated by the preferred
traits, company vacations should identifying the session of tour and nature view division.
Operating consideration- What kind of technologies are used by company, influence the
customers decisions (Goh, Nguyen and Law, 2017). If Thomson use the best technologies and
offer great travel trip at nominal cost, consumers would like to buy their holidays packages.
Psycho-graphic- This segmentation based on lifestyle and personality. These are generally easy
to reach. Thomson use it to cover maximum numbers of customers and provide such holidays
package which relate with tourist lifestyle and income level.
TASK 2
P 2.1)
Effective marketing planning is important in the meaning that it doesn't allow
organization for any hard judgements and also safer zone for them from any type of dilemma. It
is the medium in which the Thomson travel and tourism owner collects information and analyse
the different situations. Company planning needs regular updating with changes in internal or
external environments. Organization making planing for summer holiday 2019 in Turkey and
Spain.
Importance of marketing strategy-
 Marketing strategies provides Thomson an edge over its competitors. They have to know
about their competitive market.
 In the summer holidays 2019 strategy helps in developing products and services to make
more profit. Thomson travel and tourism offer best holiday’s package with the great
facilities for tourist.
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 Strategy ensures effective departmental co-ordination and attract more customers.
 A marketing planning helps to decide the promotion budget in advance, and develop a
way that measure the opportunity of plan. This generate revenue of Thomson by
advertising strategy.
 It helps in deciding the appropriate price for Thomson holidays tourist package which is
based on information collected by market research.
 This planning helps in finding the those areas which influenced by company growth and
useful in creating a holidays plan according to customers demand.
P 2.2)
Marketing research and information describe the all details about travel or tourism
company Thomson. Research is done by market specialist that is manager of organization.
Through this, they can easily know about the market situations and customer behaviour towards
their products, services. It is more beneficial to maintain or improve existing services (Kim,
Uysal and Sirgy, 2019). It is the key which help to collect all relevant information and provide
more qualitative goods & services. This is helpful for the Thomson to understand market
condition and give direction to prepare marketing strategy to compete with its competitors.
Through research & information organization find out users requirements, demands and needs or
try to accomplish all these with the help of products. Any organization can't establish their
business without market study, it provides brief idea about relevant industry.
P 2.3)
Marketing makes the two types of impact on society one is negative or other is positive.
This method helps the organization to recognize the powerful customers in market and set their
objectives for increasing numbers of sales. Positive impact of marketing on society helps
business to achieve consumers’ demands and negative effect is that it increase the wastage of
money. In the tourism sector, society gets different attractive holidays packages from, market of
tourism or more destination variety. There are few techniques which effect society-
Advising the consumer- Educated customers collect whole information of summer holidays
2019 and frame planning for it. Thomson holidays can use marketing strategies to inform
existing consumers and potential buyers.
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Financial goal- It is the responsibility of marketing, increase numbers of sales and huge amount
of revenues. The work of marketing person is to cover the markets through motivating
consumers to buy goods and provide them information.
Supervision of hopes of customers- The marketing undertaking stresses on the consumers'
expectation. Thomson travel and tourism research market to accomplish buyer’s requirements
and provide attractive vacations package (Line and Wang, 2017). Company can employ brand
identifying and customers are able to calculating the final services, in comparison to previous
experience.
TASK 3
P 3.1) Thomson summer deals 2019
Marketing mix is a business tool. It is a discovery which is completed by marketers to measure
products and brand. Travel and tourism organization offered attractive package. It is related
with four P's- place, promotion, price and product but tourism industry has three P's which are
price, product and place.
Product- Thomson travel and tourism organization's main aim is to satisfy the demand of
customers in the way of providing restaurants, outlets for shopping and attractive game zone at
airport. There are different plan where tourist can spend their free time during waiting for their
flights (The Marketing Mix and the 4Ps of Marketing, 2017). Product is the heart of marketing
mix. Summer deals 2019 in Turkey and Spain organization has to follow all facilities which
attract consumers and helps in understanding the needs of tourist or improve mistakes.
Place- Thomson marketing strategy regarding place describes the location distribution where
products or services offered (Manrai, Manrai and DeLuca, 2017). During holidays 2019, in
Turkey and Spain tourism organization make strategy to provide all products at airport places
according to consumer’s needs.
Price- Different type of people visit airport and everyone can't purchase all expensive products.
Thomson travel and tourism has to maintain decent prices for goods and services to make more
attractive summer deal 2019.
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P 3.2)
Service mix is alternative name of marketing mix, which represent the inner part of any
company. The others additional elements are people, process and physical evidence. These all
are necessary for providing selling of product's and service.
People- This is the one of the important element of service mix. Thomson travel tourism
organization concentrates on the interaction with customers by staff. People in organization are
epicentre of quality of tourism sector services and need to have the best talent to win consumers
loyalty & trust.
Process- It helps to understand the way of service delivering. The process by which Thomson
offers services to customers is important. Before starting delivering of products and services
organization try to address the planning that how goods should deliver to the customers
(Prebensen, Chen and Uysal, 2018). In this competitive world, Thomson is always in the race to
provide services quickly, efficiently and with the highest quality.
Physical evidence- It is used as a differentiator in service market. Thomson travel and tourism
sales team has to make sure that all outlets available at airport are with well maintenance or
giving superior quality of goods & services to the customers.
P 3.3)
Tourism marketing planning is to be made to provide products at best prices to attract
consumers towards products and services in the market. In this context, marketing and service
mix play important role. In this regard, Thomson travel and tourism attract more customers or
follow tourism product concept. During summer deals 2019 in Turkey & Spain, organization
can provide such holidays packages which involves all offers like beverages and food,
accommodation, entertainment, visit natural places. It is responsibility of company to
communicate with travellers relates to facilities and make them more comfortable. Airport also
tries to meet customers’ requirements at same place or staff member of airport has aim to satisfy
user’s needs and treat them good (Stone, Migacz and Wolf, 2018). Thomson tourism
organization visit attractive places of both countries like landscape, seascape, beaches and
climate. Price is another attraction factor of tourist organization which is sum of the total costs
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on product elements such as travel, stay facility etc. These few tourism products attract
customers towards Thomson.
Total tourism product are the service which is use by organization for consumer's purchased
products during the trips. This will reflect the total experience of people which they feel in the
entire visit.
TASK 4
P 4.1)
In marketing term promotional mix used to accomplish better marketing results, issues
for business is to find out the correct mix among them. Few factors are below-
Advertising- It is the paid activity of presentation and promotion ideas, products & services
which recognize by sponsor of media (Veal, 2017). Such as print ads, radio, television broadcast,
mail, brochures, stores displays, posters etc. all are the medium of products advertising among
customers.
Sales promotion- It is media and non-media communication, it used for a measurement of
limited time to increase numbers of customers, demands, improve quality of service. Thomson
travel tourism for increase sales offer different schemes like coupons, sweepstakes, rebates etc.
Direct marketing- It helps the Thomson travel tourism in reaching towards customers through
advertising. Medium of promotions are street advertising, catalogue distribution etc.
Promotional mix is important for publicity of products and services (Vanhove, 2017). It provides
a direction to organization where they can attract more customers.
Promotion is the best activity that use by company for attracting people towards their
products. It plays an effective role in marketing and designed goods according to people needs
which is very essential for increasing profit.
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P 4.2)
Enclose in poster.
CONCLUSION
Above report conclude the value of marketing strategies for an organization. It is
important for any business to have certain planning to achieve pre-defined goals and targets.
Planning is necessary before start a business. Users satisfaction is the important priority for every
company. Organization can accomplish their objectives by satisfying all demands of customers
through marketing or service mix. They offer different schemes to consumers and get their
attention. In the context of marketing strategy, organization come to know about market
competitors. The main aim of these kinds of companies is to maximize profit and attract more
customers.
REFERENCES
Books and Journals
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Choe, Y., Stienmetz, J.L. and Fesenmaier, D.R., 2017. Measuring destination marketing:
Comparing four models of advertising conversion.Journal of travel research, 56(2),
pp.143-157.
Font, X. and McCabe, S., 2017. Sustainability and marketing in tourism: its contexts, paradoxes,
approaches, challenges and potential.Journal of Sustainable Tourism.25(7), pp.869-883.
Gaffey, S., 2017.Signifying place: The semiotic realisation of place in Irish product marketing.
Routledge.
George, R., 2017. Responsible tourism as a strategic marketing tool for improving the negative
image of South Africa.Worldwide Hospitality and Tourism Themes.9(5), pp.543-554.
Goh, E., Nguyen, S. and Law, R., 2017. Marketing private hotel management schools in
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Kim, H.L., Uysal, M. and Sirgy, M.J., 2019. Seniors: Quality of Life and Travel/Tourism. InBest
Practices in Hospitality and Tourism Marketing and Management(pp. 241-253). Springer,
Cham.
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cultural, natural, and dual tourist attractions with implications for global tourism
marketing.Journal of Global Marketing.30(5), pp.297-308.
Prebensen, N.K., Chen, J.S. and Uysal, M. eds., 2018.Creating experience value in tourism.
Cabi.
Stone, M.J., Migacz, S. and Wolf, E., 2018. Beyond the journey: the lasting impact of culinary
tourism activities.Current Issues in Tourism, pp.1-6.
Vanhove, N., 2017.The Economics of Tourism Destinations: Theory and Practice. Routledge.
Veal, A.J., 2017.Research methods for leisure and tourism. Pearson UK.
Online
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[Online]. Assessed through: <https://www.mindtools.com/pages/article/newSTR_94.htm>.
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