Marketing Strategies for Thomas Cook in Hospitality Sector

This report delves into the marketing strategies employed by Thomas Cook within the hospitality sector. It begins by introducing fundamental marketing concepts such as production, product, selling, marketing, and societal marketing, and their relevance to the industry. The report then explores the impact of the micro and macro business environments, using PESTLE analysis, and assesses the significance of consumer behavior and market segmentation. The core of the report examines the marketing mix, including product, price, place, and promotion, along with pricing strategies and promotional mix components. The role of sales promotion, public relations, and market research is evaluated, and the suitability of different media for marketing is analyzed. Finally, the report touches on the implementation of a marketing plan, providing a comprehensive overview of marketing practices in the context of a major travel firm.

Marketing in Hospitality

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Concepts of marketing for service industry......................................................................1
1.2 Impact of marketing environment on the industry...........................................................2
1.3 Evaluate relevance of consumer market in the industry...................................................3
1.4 Developing different market segments.............................................................................3
TASK 2............................................................................................................................................4
2.1 Importance of marketing mix components in industry.....................................................4
2.2 Analysis of pricing strategies and policies in relation to industry....................................5
TASK 3............................................................................................................................................5
3.1 Evaluate role of promotional mix.....................................................................................5
3.3 Role of sales promotion and public relations in promotional efforts...............................6
4.1 Relevance of market research to service industry............................................................7
TASK 4............................................................................................................................................7
3.2 COVERED IN LEAFLET................................................................................................7
4.2 Undertake market research for appropriate product or service........................................7
4.3 Analyse the suitability of different media for marketing.................................................9
4.4 Evaluate the implementation of marketing plan...............................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is essential process which is conducted by management to create,
communicate and exchange information with people about products and services. This helps
organisation to target customers and attract large number of individuals to enhance sales volume
and profitability. In hospitality, marketing plays important role to construct brand and grab
attention of people by providing them data about items (Leung, Xuend Bai, 2015). Present report
is based on Thomas Cook which is second largest travel firm established in UK. Company has
appropriate products that are hotel, travel facilities and many other services to tourists to give
them quality experience. This assignment specifies various concepts that is production, products,
selling, marketing and societal marketing and its relation in hospitality sector. Along this,
business environment components that is macro and micro are acknowledged. This help manager
to examine relevance of consumer market and different market segments. Thus, marketing mix is
designed and appropriate pricing, promotion tactics are used by administration to inform people
about products and services which are provided by Thomas Cook.
TASK 1
1.1 Concepts of marketing for service industry
Marketing: Marketing is the process by which organisation connects to its customer in the form
of goods & services.
 Production Concept: Production concept emphasis on increasing production efficiency
to reduce its cost. In context to the service industry, Thomas Cook Edwardian has its
footprints across the world which increases availability of their services to its customer
everywhere.
 Product concept: Product concept is majorly focusing on quality and innovative services
which are offered to its customers. Quality team of Thomas Cook Edwardian emphasize
on attracting more no. of people by providing quality services to them (Lim, 2014).
 Selling concept: Selling concept focuses on selling the product which they are making,
this does not bother about market want. Manager of Thomas Cook Edwardian believes
that their hotel must always be occupied by the clients. They provide high quality service
to its customers which automatically supports them in building their name in service
industry.
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 Marketing concept: Marketing concept emphasis on connecting more no. of people
through the promotional activities & other advertisement methods. Thomas Cook
Edwardian's marketing team is expertise in order to grab target market and develop their
services according to the customers requirement.
1.2 Impact of marketing environment on the industry
Business environment has internal and external components which directly as well
indirectly impacts on operations. It is manager's responsibility to have complete information
about market conditions and system functionality to conduct activities effectively (Lovelock and
Patterson, 2015).
Micro: Micro environment is termed as the factors which affects the organisation on
internal basis. These factors are suppliers, consumers, intermediaries, competitors, employees,
shareholders etc.
 Suppliers: Suppliers is the person which provides raw material and equipment to the
company.
 Consumer: Consumers buys goods & services offered by the company. Customers of are
considered as the key of Thomas Cook Edwardian
Macro: Macro environment includes the external factors of the organisation which
affects it. External factor can be analysed by the study of PESTLE analysis. PESTLE analysis is
done on the basis of Political, economical, social, technological, legal and Environmental factors.
Technological: This factor refers to advance technology which organisation adapts for
there business growth. Positive: Advance technology supports this hotel in providing best class services to its
customer.
 Negative: Higher technology leads opted by Thomas Cook Edwardian has also increased
its cost of energy usage which is considered as negative impact of technology (Maggon
and Chaudhry, 2015).
Economical: This includes changes in tax rate, inflation rates, growth structure of economy etc. Positive: Stable economic condition of the UK has increases the disposable income of
customers.
 Negative: Increase in luxury tax rate has reduced the no. of tourist visitor.
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1.3 Evaluate relevance of consumer market in the industry
Consumer behaviour: Consumer behaviour is learning of how customers selects or
purchase the good & services for their personal satisfaction of wants & requirements. Its
important for Thomas Cook Edwardian hotel to know consumer while they give feedback.
Consumer behaviour also helps them in understanding the requirement of developing services in
their hotel (Martínez, 2015).
Advantage: Hotel Thomas Cook Edwardian is regularly taking feedback of their customers to
understand their requirement which helps them in developing their services.
Disadvantage: Consumer behaviour is changing continuously which increases their expectation
from the Thomas Cook Edwardian side. Its quite impossible for the hotel to match consumer
satisfying need with their services.
Characteristic of consumer behaviour
 Influence of environment
 It depends upon the psychology of the consumer during the purchase.
 Personalized products are preferred by the consumer as they get specific products.
 Brand freak consumers who only buy branded product.
1.4 Developing different market segments
Management require to provide products and services in according to demands of
requirements of people. Thomas Cook is hospitality sector firm which require to deliver adequate
facilities and services to target large number of tourists people and position appropriate
reputation in market. These are different market segments which are stated beneath: Demographic: This segment comprises various tactics that is age, gender, education,
income which defines characteristics of customers. These are various factors which are
assess by manager of Thomas Cook to provide adequate facilities and services to visitors
(Miao, Lehto and Wei, 2014). Geographic: This is another segment which includes market size, region, density and
many other aspects which are used by Thomas Cook to have adequate market reach and
customer base. Behavioural: This aspect defines people choices, preferences, demands and so on which
are assess by manager to provide adequate things and services to people. Thomas Cook
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has headquarter in UK which require to deliver things in according to clients which have
visited in past.
 Psycho-graphic: This is market segment which includes belief, value, interests, attitude
and interests of customers. Manager of Thomas Cook target market is UK which defines
that adequate facilities and services are provided to tourists.
TASK 2
2.1 Importance of marketing mix components in industry
Marketing mix is essential tactic which helps management to target customers and
generate adequate profit from business. This aspect comprises seven P's that is product, price,
place, promotion, people, process and physical evidence to satisfy people and enhance image and
reputation in marketplace.
Component of Marketing Mix Application in Thomas Cook Travel
Product Thomas Cook is travel firm which provide
different variety of services to tourists. It has
character airlines, hotels, travel facilities and
many other things to customers (Murphy and
et. al., 2014).
Pricing strategy Manager of Thomas Cook uses premium
strategy which defines that products and
services are provided at reasonable rates. This
help firm to attract large number of people and
gain sufficient amount of profit.
Place Thomas Cook is business which conducts
operations internationally and provides facility
to visitors to visit destinations that is UK,
Greece, US, Italy, Spain, etc.
It has branches in UK, Europe and Germany.
Promotional elements Marketing team of Thomas Cook uses
electronic media, print media and online tactics
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to inform people about products and packages
to tourists. YouTube, Facebook, Instagram and
company's own website are best tools which
helps manager to construct strong brand image
and reputation in market (Rogers and
Davidson, 2015).
2.2 Analysis of pricing strategies and policies in relation to industry
Management responsibility is to frame appropriate policies to direct members and make
them conduct operations effectively. Along this, marketing team uses adequate pricing strategies
in according to market conditions and system functionality. It is necessary that organisation is
able to attract large number of people and enhance sales volume. As in Thomas Cook, premium
pricing strategy is used by manager to provide products and facilities to tourists at reasonable
rates. This tactics helps company to acquire large market share and customer base to generate
good amount of profit from business. Along this, superior is even able to position firm higher
than competitors.
TASK 3
3.1 Evaluate role of promotional mix
Promotion is important in every industry as it has vital impact on the business. Promotion mix is
the way of promoting services in the effective manner. It is the combination of various activities
such as personal selling, sales promotion, advertising, direct marketing and public relation.
 Personal selling: Personal selling is the traditional kind of promotion in which
company's representative directly meets to its customers face to face & influence them
about the company's services (Schuckert, Liu and Law, 2015).
 Public relation: Its important for every hotel industry to have a good public relation
officer who can handle all positive & negative situations. Hotel Thomas Cook Edwardian
has good PR officer who expertly tackles their negative situation & raise its positive
portion towards the world in effective manner through social media.
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 Sales promotion: Sales promotion is the activity which is often used by Hotel Thomas
Cook Edwardian to attract more no. of clients by offering them discount & other free
services on their booking.
3.3 Role of sales promotion and public relations in promotional efforts
Promotional activities are very crucial and plays an important role in Thomas Cook
Travel agency. It helps company in providing with various kinds of deals and offers to its
customers. In recent times social media is a bog platform in providing different kinds of details
to clients.
a) Five types of sales promotion Discounts: Thomas Cook is using various kinds of approaches so as to provide discounts
to customers in packages according to vacations and season. Gifting: This is a common process that most of the firm of travel and tourism sector give
to its clients for sustaining its loyalty. Coupons: Company is providing coupons through social media which is enabling firm in
attracting large number of customers. Therefore, all these coupons can be availed by
clients through official websites (Šerić, Gil-Saura and Ruiz-Molina, 2014). Sampling: This process is helping company in determining choices and preferences so
that firm can provide services and facilities accordingly. In terms of Thomas Cook,
before showing travelling schemes they are giving samples for what things will be
provided in the duration of travelling.
 Bundling: In case of Thomas Cook, their travel agents are travelling to different groups
and to them they are explaining various schemes. This process is known as bundling.
Therefore, sales and promotion plays an important role in generating a large number of revenues.
Other than this, it assist companies in implementing these schemes in an effective manner.
b) Five ways that public relation use in part of promotional tool
These are different ways that defines that manager of Thomas Cook benefits with use of
public relation are as follows: Media relation: Thomas Cook has great relation with media as they are collaborate
working with different press media which is publishing their activities in their journals
and press release as well (Tresidder, 2015).
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 Corporate and social responsibility: Promotional activities is helping company in
interacting with people. As a result it is enabling firm in knowing choices and preferences
of places where an individual wants to visit. Public affairs: In this relation with regulatory bodies is very important and in some
criteria with out the approval of government task can not be accomplished. Thus, it is
required professional personality who can help company in doing the same.
 Crisis management: This sector helps firm in eliminating all kinds of faults so that their
business operations can be conducted in a better manner.
4.1 Relevance of market research to service industry
These are benefits that market research have on functionality of functionality of Thomas
Cook and its market reputation are stated beneath: Improved target audiences: Market research supports marketing as the different
marketing campaigns are organised in order to reach the targeted audience through
interviews, surveys and questionnaire. Its important for the service industry for knowing
audience requirement in effective manner (Welsh and et. al., 2014). Increased sales output: In service industry, market research helps the organisation in
understanding the buying behaviour & requirement of its audience. This support the
organisation in developing their services by the customers view point. Customer's
satisfaction level increases with the required services which increases its sales output
 Satisfied business growth: Market research in service industry develops the sales with
consumer satisfaction. Increasing sales directly supports this industry towards the
business growth. Market research also helps the organisation in knowing the services,
growth and success of competitors which is essential for building their new strategies to
overcome them.
TASK 4
3.2 COVERED IN LEAFLET
4.2 Undertake market research for appropriate product or service
Market research is appropriate technique used by manager to have complete information
about market conditions and demands of people. Thomas Cook which is hospitality sector firm
require to asses requirement of tourists by collecting both primary and secondary data.
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Research Method
Primary Method: This is effective technique which is used by investigator to have complete
information about demands of customers. Questionnaire and interview are appropriate
technique used by researcher of Thomas Cook to gather accurate and complete information
about requirements of tourists and reputation of firm in market (Leung, Xuend Bai, 2015).
Secondary Method: This is another tool used by investigator to collect data with help of
newspaper, journal, newspaper and various other techniques.
Questionnaire: These are questions which manager of Thomas Cook ask with tourists
and people to acknowledge their demands and requirements.
1. What is your age?
 Below 18
 18 to 30
 Above 30
2. What is your gender?
 Female
 Male
3. Where you able to understand content of advertisement?
 Yes
 No
4. Where you able to recollect advertisement?
 Often
 Very often
 Don't recall
5) Does advertisement advantages is believable?
 Agree
 Disagree
 None of these
5. Was advertisement appropriate and helpful?
 Yes
 No
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4.3 Analyse the suitability of different media for marketing
Different media: Thomas Cook uses electronic media, sales promotion, personal selling and
public relation to inform people about variety of products and facilities. It is essential that
manager communicate with public about different packages, various forms of facilities and
tourist destinations that gives adequate experience to tourists.
Different products and services: Thomas Cook has large number of customers as manger
provide them information about facilities and services that are provided by firm. Marketing
manager has framed adequate website to attract large number of people (Lim, 2014).
4.4 Evaluate the implementation of marketing plan
Marketing plan is aspect which is constructed by management of Thomas Cook to make
system function effectively and enhance technologies to make benefits are as follows: Strategy Documentation: This eliminate the whole document into 3 pages section that
provide layout of whole goals and plans of marketing in significant manner. Main
benefits of this approaches is this provide efficient working and drawback relies as well
as this procedure consumer time. Meet team more often: Company through managing content marketing team can create
more innovative and creative contents and improve their marketing plan. This assist in
creating more benefits through rendering innovation but the weaknesses relay when
conflicts are emerged among members (Murphy and et. al., 2014). Developing specific goal: Thomas Cook develop thier certain business objectives
through which business can gain certain benefits in specific time period. Major drawback
of adopting this weaknesses is this limit the vision level of company. Buyer Centric approach: Through execrating buyer centric approach in marketing plan,
certain objectives can be gained. This is advantages as this can develop consumer base.
But major disadvantage of this adopting this way is it ignore other factors which are
essential as well.
 Promoting services: through employing effective distribution and promotion methods,
Thomas cook can maximize their sales which is advantages as this can lead to profit. On
the other side, it consumer extensive financial asset which is the limitation of this
method.
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CONCLUSION
As per above report, it can be comprehended that marketing plays important role in
hospitality sector. Production, product, selling, marketing and societal marketing concept which
are used by management of hospitality sector to establish appropriate position and image in
market. Micro and macro factors which are part of business environment and have direct and
indirect impacts on business. Management conducts market research and uses different collection
methods such as primary and secondary to have complete information about market conditions
and system functionality. This helps them assess characteristic, behaviour and nature of
consumer. Different market segments and marketing mix to establish appropriate position in
market and target customers to enhance sales and profitability.
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