Marketing Analysis of Thomas Cook in Travel and Tourism Sector

This report provides a comprehensive analysis of marketing principles within the travel and tourism industry, utilizing Thomas Cook as a focal point. The report commences with an introduction to fundamental marketing concepts such as wants, needs, demand, products, and markets, specifically w...Read More

Marketing in Travel and
Tourism

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1.1 Core concepts of marketing for the travel and tourism.......................................................1
P1.2 Impact of marketing environment of individual travel and tourism business....................2
P1.3 The factors affecting consumer motivation and demand in the travel and tourism sector. 4
P1.4 analysing the principles of market segmentation................................................................5
TASK 2............................................................................................................................................7
P2.1 Importance of strategic marketing planning.......................................................................7
P2.2 Relevance of marketing research and market information to manager..............................8
P2.3 Influence of marketing on society.....................................................................................10
TASK 3..........................................................................................................................................11
P3.1 Issues in the product, price and place elements of the marketing mix.............................11
P3.2 Importance of service sector mix elements to the travel and tourism sector....................13
P3.3 Concept of the total tourism product in terms of Thomas Cook Plc................................14
TASK 4..........................................................................................................................................15
P4.1 Integrated role and nature of promotional mix.................................................................15
P4.2 Integrated promotional campaign for Thomas cook.........................................................17
CONCLUSION..............................................................................................................................18
REFERENCES..............................................................................................................................19

INTRODUCTION
When a person leaves his normal surroundings in which he lives and goes to another
environment in order to engage him to activities there it is the state when tourism occurs. On the
other hand, when organization and individuals at the destination promotes those activities with
the help of various sources of advertisement, then it becomes a form of marketing. There are
many tourism agencies or organizations who work tourism (Ritchie, 2006). They apply different
type of strategies in order to attract individuals from other countries with the help of different
promotional activities; this is known as marketing in travel and tourism.
Present report is about Thomas Cook which is the world’s one of the best known firm in
tourism. This report covers the concepts and principles of marketing in the travel and tourism
sector (Thomascook, 2014). Further, it covers the role of marketing as a management tool in
travel and tourism. Moreover, it covers the roles of marketing mix which are used in travel and
tourism sector. Lastly, it also covers use of promotional mix in travel and tourism.
TASK 1
P1.1 Core concepts of marketing for the travel and tourism
Marketing for travel and tourism includes all the organizations which offers services and
products agents of hotels, travel, entire infrastructure and inhabitants of destination which tourist
can use. In order to understand the structure of tourism market, characteristics of the products
offered should be defined (Carter, 2007). Products offered by tourism have special characteristics
which are not to be shared with other sectors. In accordance with the case, that is a summer
holiday has been created to Egypt and Morocco. In this context, following are the core concepts
of marketing for the travel and tourism:
 Want: Want can be defined as the desire for something. It can only be develop when
firms used their promotional tools effectively. In this context, Thomas Cook would
understand the requirements with the help of researches and surveys of the areas on
which they have thought of providing their services. In accordance with the case, that is
tour to Morocco and Egypt (Pesonen, 2013). Firm should focus all the important areas
through which they would be able to provide their customers with enjoyable tour. In this
regard, Thomas Cook can work with suppliers present in morocco or Egypt so as to

provide Wi-Fi, transport facilities to the travellers. It further involves for providing
entertainment facilities.
 Needs: Need for something arises when the delivered services or product provided by
Thomas Cook satisfies all the aspect which customers. In this regard, need of tourists is
to get access to quality food, water and accommodation facilities. Thomas cook can do
this by working on close coordination with the hotels so as to provide them with good
food. This will help the consumers to get access to not just traditional food items but
others like continental, Mexican and Italian. The hotels can further provide access to raw
water and accommodation facilities (Rizzi, 2014).
 Demand: Demand is the requirement which customer directly states to the firm. In this
the customers are clear regarding the exact thing which they want. In accordance with the
case, customers demand for getting security for their life. No one would travel to a place
where they find risk for their life (Dolnicar, 2007). Thomas Cook should provide their
customers with insurance towards the designed tour. Summer holiday trip to Morocco
and Egypt should be designed in such a way that customers would feel confident and safe
(O'Connor, 2010).
 Products: In travel and tourism sector product for Thomas Cook are the tour packages
designed at various destination places. Here, Thomas Cook can offer attractive holidays
to tourists for places in morocco (Pesonen, 2013). This would on a very afforadalbe rates
so as to ensure that tourist is interested to be a part of this tour. However, tours to Egypt
may not be friendly ones on account of terrorism (Verma, 2012).
 Market: Market can be defined as the set of actual as well as potential buyers that interact
with the seller. In present context, the seller is Thomas Cook and buyer is tourists who
wish to go for a tour to Morocco and Egypt. In this regard, Thomas cook is required to
open offices where customers can go and buy the holiday package. It can also ensure that
the tour to Morocco and Egypt is present online so that clients have a chance to book
there holidays.
P1.2 Impact of marketing environment of individual travel and tourism business
Marketing environment can be determined as the marketing team are refereed as the
forces and factors that affect the organizations of maintaining successful relationship and the

ability to build relationship with the customer's. It can be understood with the help of micro and
macro environment (Blanke, 2007). Surrounding of marketing has appreciable effect on the
enterprise of Thomas Cook on the tourists to explore Morocco and Egypt. Below given is the
impact of marketing environment:
Micro environment: Following are the impact on Egypt and Morocco: Customers: Customers are the one because of which firms get to know whether there are
gaining profit or loss. In this context, it is very essential for Thomas Cook to understand
all the requirements of the customers and accordingly providing those services which
would help them in attracting customers. For the summer holiday trip to Morocco and
Egypt will be successful only when organisation provide the entire required thing which
would satisfy their customers. The impact of consumers on Morocco and Egypt tour is
that if the designed tour package lacks in areas of quality or security features, then
consumers are likely to get dissatisfied. They should focus on providing their customers
with high quality services with the help of which Tomas Cook would be able to attract
more and more customers and it would also help the firm to gain profit.
 Competitors: There are many other tourism agencies who are competitors of Thomas
Cook. These competitors may have same holiday tour to Morocco and Egypt. As a result,
the services provided by the firm should be very good compared with its competitors or
else customers will prefer that firm which provide them better services at cheap price. As
far as the holiday to Morocco and Egypt is concerned, competitors would be affected if
the Thomas Cook provides their customers with discounted offers or if they provide them
with additional services at same price. This type of strategy would surely affect the
competitors of Thomas Cook by reducing their sales.
 In this regard, the need on part of Thomas cook is to make the packages really attractive
in terms of pricing so that consumers stick to Thomas cook rather than moving towards
competitors. In this regard, a medium pricing level is a must. His is as low pricing can
impact Thomas Cook by reducing profits. High pricing can impact the company by
making them move towards other competitors. Suppliers: They are one who delivers the required materials to the customers like food,
transportation, accommodation, etc. it is very important that Thomas Cook select capable

suppliers who would be helpful in satisfying the needs of the customers or else this would
negatively affect the firm. The impact on the suppliers on the holiday to Morocco and
Egypt is that if the suppliers provide food, accommodation and entertainment in the best
possible manner then the consumers are likely to get happy and satisfied. This may led to
a positive impact thereby making them come back.
Macro-economics: Following are impact on Egypt and Morocco: Politics: In both the countries that is Morocco and Egypt encourages the patrons to
investigate the amazing beauty by liberalization to modulate so that the organization can
enter the market easily (Devashish, 2011). Business opportunities are provided by the
legislative head in order to ease the norms in systematic agreements with respect to
security. For this purpose of customer’s security, Thomas Cook should provide insurance
so that customers feel secured. Impact of this would be positive as customers would
develop confidence and trust towards the firm. They are likely to come back for the
services offered by Thomas cook to more such tours in future. In present scenario, Egypt
being a tourism hub may ked to cause losses due to security issues. Economy: In terms of economic conditions of up, it has been found that consumers do not
afford tours during recession period. This is as they face the issue related to lack of
money and cannot afford much traveling (Chevalier and Serre, 2012). This led to
bringing a reduction in the overall traveling activities. But when an improvement is seen
in economy then people show an interest to travel to Egypt. But security can again act as
a concern. In this regard it is suggested to Thomas cook to look for better destinations
rather than focusing on Egypt and morocco.
 Demographic: Thomas cook is required to lay special emphasis on the demographic of
their customers (Ndubisi, 2006). This is as these are people who are being targeted by the
company. Hence focusing on demographics is likely to make sure that the packages are
attractive. In this regard, of the company targets couples then packages of adventure to
Morocco can be made. In the same way, if they are targeting students then focus will be
on Egypt educational centres.
 Technology: In order to connect large stream of people in an effective way, increased
globalization is helpful in triggering the marketeers. Improvement in technology has

helped in building up strong relationship with the individuals. Impact of technology
would be positive as Thomas Cook would be able to have an estimate regarding the
number of customers would purchase the summer tour to Morocco and Egypt. In this
regard, of the technology is safe and secured then Thomas cook can attract the consumers
thereby increasing overall profits.

P1.3 the factors affecting consumer motivation and demand in the travel and tourism sector
In various dimensions that are of supply and demand perspective has changed with the evolution
of the travel and tourism sector. There are many factors because of which the consumer's
motivation and demand depends (Chevalier and Serre, 2012). In large extent it has enhanced
the competition in the industry. Following are the key factors which affecting the
consumer’s preferences:
factors that motivate the
customers to go to
MOROCCO
factors that motivate the
customers to go to Egypt
Social In case of Egypt the family
members being children and
youngsters may show an
interest to go to Egypt. They
may thereby act as a
motivating factor (Chevalier
and Serre, 2012).
In case of Morocco the social
motivating factors can be
reference groups that have
paid a visit to Morocco
(Fesenmaier and et.al, 2012).
These can act as a major
source of recommendations as
they would be most trusted by
the consumers.
Personal Egypt is a place full of
adventure. Hence the
Morocco is a cultural place
with a life full of traditions.

motivating factor can be
youngsters in the age group
between 10 to 35 years
(McDonald, 2012).
Hence the tourists who wish to
have a peaceful traveling may
prefer that place.
Psychological The tourists who wish to have
learning about the ancient time
of Egypt, desserts as well as
pyramids may be motivated to
pay a visit to that place.
The consumers having
religious beliefs may be
motivated to pay a visit to
Morocco (Uzama, 2009).
P1.4 analysing the principles of market segmentation
Market segmentation can be defined as the marketing strategies which are helpful dividing the
target markets. Further, it is also helpful in developing strategies which will help in achieving the
goals and objectives of the organization (Moore and et.al, 2009). In this regard, there can be use
of MASH criteria so as to carry out effective segmentation. In this regard, the selected segment
must be measurable with respect to size, power and profile of the consumers (Ossig and Graf,
2002).
The selected segment must be accessible meaning it should be easy to reach as well as served
as per the requirement of tour package planned for Morocco and Egypt. In the same way, the
segmentation must be Substantial thereby making it large enough as well as profitable so as
to serve the requirements of the tourists. It should also be homogenous so as to be able to
cover up the needs of all.
Marketing planning can be defined as the process of determine the current market position as
well as the strategy for a given time period. In this regard, the can be use of SOSTAC model to
explain the marketing process.
 S – The first step is towards carrying out a situational analysis by making use of
techniques such as SWOT and Pestle.
 O – Then comes the process of objective setting which will determine what is to be
achieved by launching tour packages to Morocco and Egypt.

 S – Strategy development is the next stage that will aid in identifying how the tour
planned to Morocco and Egypt can be made successful. It can be done by putting
emphasis on Segmentation, positioning, targeting strategy.
 T – This stage is the tactical development so as to find out how the given strategy can be
achieved (Perry and Riege, 2000).
 A – Then comes the action stage which is all about implementing the plan by making use
of financial, human as well as operational resources.
 C- The last stage is of control with the help of which it can be found out as to whether
there has been an achievement with respect to the tour to be organized for Morocco and
Egypt or not (Blanke, 2007).
In this respect, the need is to carry out a proper marketing segmentation so as to help in the
overall process of marketing planning. In accordance with the case, main aim of Thomas Cook is
to promote their summer holiday package to Morocco and Egypt. Hence, Thomas cook can make
use of three marketing segmentation types that are discussed below.
Demographic Thomas cook can make use of this
segmentation to target families. According they
can plan the tour to Morocco and Egypt by
keeping the requirements of families in mind.
In this regard, they can give discounts for a
family of four and more members. In the same
way, they shold focus on arranging for
entertinmet actiitires ofr children. This will
help to attract sales followed by retaining
consumers.
In the same way, if they are targeting couples
then package should be full of adventure.
Geographic Thomas cook can make use of geographic
segmentation by understanding the micro
factors of Egypt and Morocco. This will further

help the company to plan for airlines as well as
the suppliers who are going to be a part of this
tour. According to this, Thomas Cook makes
packages according to the different sites which
are most preferred by the tourists being
students, couples or families (Riege and Perry,
2000).
In this regard, students would prefer going to
educational centers.
Couples would prefer more of adventure in
Egypt and Morocco
Family will prefer entertainment dentitions.
.
Behavioural This segmentation type can focus on the
behaviour, attitude as well as lifestyle f
consumers while deducing a tour package for
Morocco and Egypt. In this regard, adventure
packages can be launched for Egypt and
religious packages can be meant for Morocco.
TASK 2
P2.1 Importance of strategic marketing planning
Strategy is the plan for action which is designed with an aim to accomplish the long term
goals and objectives of the enterprises. Thus, in order to attain some strategy manager of firm has
to take help from the different marketing means which includes different promotional tools such
as social media, newspaper and television advertisement etc (Devashish, 2011). In this context,
Thomas Cook is planning for organizing its tour in the countries such as Egypt and Morocco.

Thus, with an aim to prepare the plan for the respective trip, manager of cited firm has to prepare
the strategic marketing plan. This can be prepared by them by taking help from the approach
such as SOSTAC model. In this context, application of SOSTAC model with respect to Thomas
Cook new holiday plan is depicted in below: Situational analysis (S): The formation of marketing plan starts with the situational
analysis. In this context, here manager of Thomas Cook has to analyse the situation
which is prevailing in the external environment of company. This can be performed by
the cited corporation by taking help from the tools such as SWOT and PESTEL analysis.
 Objective setting (O): After conducting the situation analysis, in the given step manager
of Thomas Cook will set specific objective with regard to its new tour areas such as
Morocco and Egypt. For example, with regard to the given trip following objectives are
set by the manager of cited firm:
 To raise the profits of firm by 20% by organizing tour in Morocco and Egypt. To give the information about the specific trip by using different promotional means. Strategy development (S): In this section, with an aim to attain the above mentioned
objectives different type of marketing strategies will be set by the manager of Thomas
Cook. It includes segmentation, targeting and positioning tactics. With regard to Morocco
and Egypt holiday trip, demographic segmentation criteria can be used by the manager of
cited firm. In this context, firm can segment its customers on the basis of age. For
example, firm can organise adventurous trip for an individual who are young (Falk,
2011). In the similar way, firm can also arrange varied sight scene trip for the travellers
who come with their family in the given destinations. In addition to this, for both given
customers differentiated targeting marketing tactic can be used by the Thomas Cook. In
this regard, different type of benefits of given tour can be communicated by the manager
to the respective customers. Furthermore, by using the features of given tour, positive
image with respect to the given trip can be positioned in the mind of buyers. The features
will include buyers stay in the renowned hotel of Morocco and Egypt along with free
breakfast and dinner facilities. Tactical development (T): In the given phase, efforts will be taken by the manager of
Thomas Cook with regard to attain the specific tactic which is being framed by it. For

example, in order to give information about the particular tour assistance will be taken by
the manager of Thomas Cook from different marketing tactic such as placing ads in
social media website and using TV as the mean of promotion etc. Thus, through this way
only large number of buyers will be attracted by the corporation. Action (A): In the given step, the plan of organising tour in Morocco and Egypt will be
given practical implementation. Here, in this phase manager of Thomas Cook will sign
the agreement with different airline and hospitality firms. This is done with an aim to
organize the tour in given countries in a systematic way.
 Control (C): In the given step, regular feedback from the customers will be taken. For
example, some customers have given negative feedback regarding the type of services
which they have received during their stay in Morocco hotel. Then in the given
circumstance significant action with regard to the respective hotel will be taken by the
cited firm. This is done in order to improve the quality of services offered by different
hotels and airline firms to whom Thomas Cook has agreement (Huang, 2009).
In this regard, it can be said that for the firm it is essential to prepare the strategic plans.
The detailed explanation about the same is depicted in below:
 Through strategic plan, a road map for attaining the framed objectives will be prepared.
For example, Thomas Cook has the objective to raise the profits of firm by 20% by
organizing tour in Morocco and Egypt. By communicating the given objective to the
employees of firm, their direction can be set towards the right approach. As a result of it
framed objective can be achieved by the corporation.
 The tactical plan framed will also lead firm in terms of preparing varied kind of services
for the respective holiday. For instance, on the basis of strategic plans Thomas Cook can
gather view point of its buyers. Thus, on the basis of same cited firm can plan its travel
package. For example, here firm can launch the Morocco and Egypt package on the basis
of paying capacity of its buyers. Here, organisation can introduce cheap holiday package
for the buyers who do not have much paying capacity. In the similar way, expensive
holiday package can be prepared for the buyers who belong to upper income class
category.

 This also helps in establishing the control over the partners of Thomas Cook. For
example, Thomas Cook has promised to its buyers that they will receive high quality
services from the hotels which are located in Morocco and Egypt. Here, through proper
monitoring and controlling program significant information can be gather by Thomas
Cook that whether their customers are getting high quality of services or not.
Accordingly, it can plan its action.
 The strategic plan will also help firm in terms of gathering the business environmental
condition of country where, Thomas Cook is planning its tour package. Here, manager
must assemble the information about the political and legal conditions prevailing in
Morocco and Egypt. In addition to this, security factor should also be taken into account
by manager while planning holiday in the respective destinations. Here, through this way
only firm can maintain the safety and security of its customers.
 With the help of strategic plan, prior information regarding the Thomas cook partner can
be gather. For example, airline operation will be handle by the firm such as British
Airways. In the similar way, accommodation related facilities will be handled by Hilton
hotel (Dolnicar, 2007).
 The strategic plans also help in enhancing the effectiveness of the corporation. Thus,
overall benefit can be gained by firm in the form of increased profits and sales.
 The work of allocating the resources properly will also be done through strategic plan.
For example, in Morocco customers will stay in three different hotels however in Egypt
they will stay in two different hotels. In the similar way, in Morocco five tour guides will
be appointed who will give information about different destinations of the country.
Likewise, three tour guides will be appointed for the Egypt varied tourist destinations.
P2.2 Relevance of marketing research and market information to manager
Marketing research is a systemic tool of gathering, recording and analysing of the data
relating to problems in the marketing of product and services. These can be market research,
product research and consumer research. In context of Thomas cook, when company conduct
research to know the preferences and buying behaviour of targeted customer, include in
marketing research. It also includes information, that company need to collect which give idea
about customer's desire in relation to its product and services (Fesenmaier and et.al., 2012).

Thus, it can be said that marketing research consists of systematic process. In this regard, it can
be said that with an aim to carry out the marketing research DODCAR model identified which
can be used by the manager of Thomas Cook with an aim to gather the varied information
associated with its trip in the countries such as Egypt and Morocco. The detailed explanation
about the same is depicted in below: D (Define the research problem): The marketing research of the firm will start with the
definition of research problem. With the respect to the given case study, research problem
could be to get the thorough information regarding the countries where Thomas Cook is
planning a holiday trip for its buyers. O (Objective setting): Here, on the basis of assessed research problem different research
objectives will be set. For example, here the objective of Thomas Cook manager will be
to get information about the different hotels which operates in Morocco and Egypt.
Furthermore, another objective could be to get the information about different tourist
destinations of the respective country. D (Design the research plan): Here, in the given phase a team will be formulated by the
Thomas Cook will carry out the research as per the given problem. C (Collect the research data): In this phase, different primary and secondary tools will
be used by Thomas Cook manager with an aim to collect the appropriate data with regard
to the given study. For example, information about different hotels in respective country
can be obtained by taking help from the different travel and tourism books(Huang, 2009). A (Analyse the collected data): Here, in this phase manager of Thomas Cook will have to
make the selection of specific hotel. This can be performed by the cited firm on the basis
of specific tourist destination. For example, if Thomas Cook is organising tour in
Chefchaouen city which is northeastern part of Morocco. Then in this condition it will
have to collect the information about all the hotels which are located in the given city.
 R (Report the research findings): Thus, finally in the given phase information regarding
the different hotels will be obtained. Thus, through this way the framed research problem
will get resolved.
In this context, it can be said that for the researcher it is important with regard to conduct
the market research. This is because, through this way varied kind of information can be

obtained by the manager of cited firm. The market research will help in giving information about
the needs and demands of respective target customers. For example, the young customer which
firm is targeting has revealed that they want to explore the adventurous area in Morocco and
Egypt country. Then in the given circumstance through market research information regarding
different adventurous areas can be obtained by the manager where the given tour can be
organized. In addition to this, the information with respect to the different tourist destination in
the respective country can also be obtained through this way only (Falk, 2011).
Market information can get from company's existing customers by asking questions such
as what they like about product or service and what they want additional in it (Carter, 2007).
This information can also collect from people who might become customers of company in near
future. These include components like marketing control system, marketing planning system,
marketing research system and marketing decision supports system to find out better information
of target market.
Manager requires marketing research and marketing information for using its result as
their working area. These need mainly because of following reasons;
1. Provide valuable data:- Market research provides valuable data which help manager to
take decision. It provides data of all type such as consumer’s behaviour and competition
(Yoo and et.al, 2012). For ex. through market research Thomas Cook can gather the
views and opinions of the customers who had performed tour in Morocco and Egypt.
Here, it can gather the opinions from the buyers regarding the services which they had
received during their stay in Morocco and Egypt hotels. Here, company can continue its
agreement with the hotel, if it will receive positive feedback from the buyers. But, in case
of negative feedback, firm can terminate its agreement.
2. Increasing the sales:- Marketing research help in gaining valuable information which help
in designing marketing campaigns that will attract the potential customers of company
which ultimately result for increase in sales and these increase in sales help company to
maximize the profit by facilitating more customers. Research helps in understand needs
and wants of customers so that on this basis manager can make plan for fulfil needs and
wants of customers. These help to convert the non-users into customers of the company.
For instance, through market research manager of Thomas Cook can gather the thorough

information about the environmental conditions which are prevailing in the countries
such as Morocco and Egypt. Here, on the basis of environmental condition firm can
assess that whether it will gain profits and sales in the respective destination or not. For
instance, through market research it has been assessed by Thomas Cook manager that
Egypt is not so safe in terms of security of foreign travellers. This thing may hamper the
sales of firm with regard to the respective package. Thus, the given problem can be
resolved by involving some other secure place for travel in the firm's holiday package.
3. Select promotional techniques:- Marketing research and market information help the
manager to select right promotional techniques. It helps to identify proper media for
advertising (Schott, 2005). For ex. If research conduct to find out the suitable source of
advertisement and result finding that targeted customers is more using social sites then
company advertise its campaign through social media so that maximum customers get
information about product and services. For instance, if Thomas Cook has assessed that
people get to know about its services through social networking sites like YouTube and
Twitter etc. Then, in the given situation cited firm can perform extensive marketing of its
products in the respective means. Thus, it can be said that market research helps firm
with regard to assess the suitable mean for promoting the product in an effective way.
P2.3 Influence of marketing on society
Marketing is a tool which company use to aware customers about product and services.
Non-profit organisation use marketing as a tool to get more donation and political organisation
use marketing for attract people to vote their candidate. Society can exist without marketing but
marketing has no value without society (Falk, 2011). The various source of marketing are public
relation, sales promotion, advertising, direct marketing and branding which used to target society
for create awareness about product and services. Marketing affect society in both ways positive
and negative. Impact of marketing on society describe as follows
Positive impact of marketing on society:- following are the positive impact of marketing on
society.

1. Information of product:- Marketing is a basic tool for provide information of product to
the customers. Marketing helps the customers to know the usage of products and how
they can get it. Full information of product and services can provide through marketing
tools so that it save time of customers by getting it through different medium. For ex. If a
customer want to know the features of the product or service such as Thomas Cook trip in
Morocco and Egypt then he can easily get information from its website or from TV
advertisement so customer get it in minimum time with low cost.
2. Bring money into country:- Marketing attracts tourist towards the country and due to this
huge money will be brought within nation. The money generated by the government
through the travel and tourism activity will be invested by the government for the
betterment of society. Here, the money generated by the firm will help in improving the
infrastructure facility of the country in an effectual way (Stronza, 2009).
3. Creates job: Due to the marketing, demand of different tourism firms operates within the
respective countries will be increases. Thus, in order to meet the increase demand the
firms will have to carry out the recruitment of additional individuals. Thus, the given
thing will create more job in the destinations such as Morocco and Egypt. Consequently,
the demand of Thomas Cook services will also be increases in UK too because of its
popularity. Thus, in order to meet the increase demand, firm will carry out the
recruitment of some more individual. Hence, this helps in creating job in UK too.
Negative impact of marketing on society:- Marketing have also some negative impact on society,
they are as follows;
 Misrepresentation:- Marketing aims to present product in the best possible way so that
large number of customers can attract but many times it misrepresents its message so it
impacts negatively to the people of society (Perry and Riege, 2000). These mostly happen
when a company falsely representing its product and it could be done through giving
wrong information of the product. For example, Thomas Cook has revealed that Egypt is
safe city for travel in its advertisement. However, while performing the tourism activity
some different scenario is being identified by the customers. Then in the given situation
also they will develop the negative image about the country in their mind.

 Pollution: The travel and tourism activity of the tourist will lead to hamper the natural
environment of country if they will not adopt all the responsible tourism practices. Here,
due to the pollution health of the people who living in society will be impacted in a
negative way (Huang, 2009). Thus, for the firm it is essential that it must consider the
given factor too while preparing tour in Morocco and Egypt.
TASK 3
P3.1 Issues in the product, price and place elements of the marketing mix
Manager of Thomas Cook Company wants to make marketing policies for travel and
tourism to Morocco and Egypt. In this process following issues will be arise in front of
company's manager in context of product, price and place:
Issues regarding with product-: Product issue is related with Thomas cook's product that is
which type of services should be included in the packages that fulfil company's objectives as
well as customers satisfaction. Following are the two issues with regards its product. New product development: From the PETEL analysis, it is assessed that Morocco and
Egypt are being counted among the list of some insecure country. Thus, it is due to the
present of given aspect the manager of Thomas will face the issue of developing new
product (Swarbrooke, 2004). This is because, in the given condition firm will have to
prepare the holiday plan for its travel package with regard to some other country such as
Bulgaria and Slovenia etc. For this purpose, manager of cited firm can take help from
new product development process which has five phases. The phase starts with the idea
generation in which manager of Thomas Cook will gather the information about the type
of tourism which can be organized by it in the given country. Here, the idea generated
will be screed by the manager and finally new product will be developed and it will be
tested by small group of customers.
 Product life cycle: It is another issue which firm would face while making the decision
about the type of destination that it must choose for travel package. For example, if firm
has identified that the destination such as Rumania and Croatia are unexplored and they
reside in the introductory phase (Chevalier and Serre, 2012). Then, in the given situation

by conducting tour in the given places, Thomas Cook can perform significant
improvement in its profits.
ISSUES REGARDING WITH PRICE-: There are many causes because of which the cost of
tour packages increases. The fixed cost like air ticket fare, visa charges, insurance charges, hotel
booking charges, cab charges etc. are fixed. Following are the issues because of price: Discount pricing: This tactic can be used by Thomas Cook with an aim to attract the
large number of buyers towards the corporation. For example, from the external
environmental analysis, it is assessed that Morocco and Egypt are not safe place to travel.
Thus, in order to promote tourism within given country, cited firm can offer discounts to
its respective buyers (Ndubisi, 2006).
 Promotional pricing: Thomas Cook can use this method if it has an objective to raise its
sales within the given specified time limit. In this context cited firm can use the methods
like giving discounts to the people who have more than 3 children (Moore and et.al.,
2009).
ISSUE REGARDING WITH PLACE-: Following are the issues which occurs regarding with
place:
The issue relating to length of distribution channel and type of intermediaries to be used
tend to be reside under given section. In this context, here manager of Thomas Cook will have to
make the decision regarding that whether it will follow long route of delivering services to the
buyers or the short one. For example, Thomas Cook has decided to follow short route for
delivering services (Yoo and et.al., 2012). Then in the given situation satisfaction of buyers can
be maintained by it. This is because, the firm compliance with short route will enable Thomas
Cook with regard to get the services of firm at the faster way. In addition to this, another place
related issue which firm will face is related to type of intermediaries that it must use while giving
services to the buyers. For example, firm can save its cost by involving less number of
intermediaries in its service delivery process.

P3.2 Importance of service sector mix elements to the travel and tourism sector
A business that offers services to customers such as hospitality, travel, healthcare, etc. is part of
the service industries. There are different categories in service industry such as business to
consumers services (B2C), business to business services (B2B). Service marketing mix consists
of product, price, place, promotion, people, process and physical evidence. These also known as
extended marketing mix and these focus on service delivery and increase customer satisfaction
(McDonald, 2012). It is very important for Thomas cook to use service sector mix element in
following manner;
People: - These concern with employee of the company. It is important to select and train the
right employee because he will be directly connected with customers. Customers create
company's image on the basis of people who representing the organisation. For ex. If Thomas
cook's representative deal with customers very smoothly, then it helps in create good image of
company in customer's mind and vice versa. For deliver a quality service staff must have
appropriate skills, aptitude and knowledge of service. Employees of the organisation need to
have best of talents to gain trust of consumers (O'Connor, 2010). Thomas cook has to recruit and
train employee for these tour excellently so that they can make it understandable to the
customers which help to get a satisfied customer for company.
Process:- These deals with customer’s service, ability of company to deal with customers and
handle consumers complains. An effective service helps in gain consumers loyalty and
confidence in the company. For example, customers visit Thomas Cook for fix a tour of
Morocco so it is responsibility of employee to give full information about packages given by
company for that particular destination. It will help in satisfied customer needs as well as help in
gain customer’s loyalty (Ndubisi, 2006). The basic process should same for every customer and
at any time of day. Company need to deliver service quickly with the highest quality. Thomas
cook has to set some parameters for such services that must be fulfilled by every employee. The
process depict about the way of delivering the services. For example, in order to book or register
the holiday Thomas Cook uses its own website in which customer has to fill all its details
regarding the tour package which they want to opt. In the next step, customers pays the payment
for the respective tour and get the notification of the same in its phone. Thus, the given process is
effective as it provide convenience to the buyers.

Physical evidence: - These elements will generally help the Thomas Cook in order to increase
more of the sale and productivity of their services. Further, for the trip to Morocco and Egypt,
mentioned Tour Company will give good quality of goodies, key chains and bags which will
generally attract the minds of the travellers towards the Thomas Cook trip and with the help of it,
cited firm will be able to increase more of the cliental base for the particular trip. The gift which
the cited firm is giving is tangible in nature and travellers will not only use for the particular trip,
but can use till the time that particular product exist (Ossig and Graf, 2002). Further,
organization can also focus on giving intangible gifts to their travellers as this will not be seen
but giving them effective quality throughout the trip, it will increase a mental awareness in the
travellers that the cited firm is doing their to get the attraction of the customers towards the
service. The given factor depict about the interior and exterior facility of the firm. For example,
in Morocco and Egypt Thomas Cook has comes under an agreement with the hotels which has
different type of amenities such as swimming pool and parking facilitates etc. These all factors
can be consider as the physical evidence for the cited firm.
P3.3 Concept of the total tourism product in terms of Thomas Cook Plc
The total product of the firm can be divided into two basic categories such as primary and
secondary. Here, primary product is being regarded as the main product which firm offers to its
buyers. With reference to the case study, primary product of Thomas Cook will be holiday tour
package of the firm for the destinations such as Egypt and Morocco. In this context, it is
analysed that Thomas cook is organising a very golden trip in this summer 2016 to Morocco and
Egypt with so many interesting offers. It is the USP of the company to provide the best tourism
with all the attached services. People attending the trip would go to enjoy each and every part of
it. For travelling, the flights will be booked by the company itself with all the amenities inside
the flight like food, entertainment (Riege and Perry, 2000). The tour is planned with taking into
mind the comfort of the tourists. Especially for this trip Thomas cook is giving concession in the
total trip charges.
However, all the additional or supporting services which firm offer to its buyers can be
consider as the secondary product of the firm.

Travelling: - Travelling from home to airport for the flight will be made available by the
company itself. All the formalities regarding flights will be completed by the person authorised
by the company. As the tourists reach Morocco and Egypt a car will be hired by the company to
fetch them to the hotel or resort as the case may be. Here Thomas cook ensures that the people
will enjoy a lot during travelling. It includes following:
Hotels and Accommodation: - Thomas cook is famous for selecting the best hotels anywhere in
the world as per the comforts and choices of the tourists. For this trip the company has chosen
top hotels in Morocco like Marrakech and Merzounga Hotel (Uzama, 2009). These hotels are
renowned for their best services, infrastructure, big swimming pools, food, playing area etc.
Insurance Facilities: - Thomas cook provides insurance facility to its tourists for every trip on
their discretion. The insurance can be for their lives, luggage or for any other expensive thing
which they are carrying with them. They are also provided with car hire excess insurance. So
now the tourists need not worry about anything they are carrying with themselves.
Foreign Exchange:- Thomas cook provides the money exchange facility to its customers on the
starting of the trip itself (Vignali, 2001). The tourists need not get worried about the foreign
exchange now. Thomas cook has started a scheme in which the tourists need to carry their own
currency and then the authorised person will give in exchange the currency of Morocco and
Egypt. Cards are also allowed to be carried in the trip for getting exchange of money. In addition
to this, discount offers given by firm can also be consider as the additional services of Thomas
Cook.
TASK 4
P4.1 Integrated role and nature of promotional mix
Promotional mix is similar to 4p's of marketing mix. It is helpful in designing the ways
through which organizations can develop different way through which they can reach out
customers effectively. Promotional mix consider all the factors which cause can affect the
growth of the firm. It includes four elements which help the firm in developing their promotional
strategies. Four elements are advertisement, personal selling, public relations and sales
promotion (Wise and Sirohi, 2005). In this context, promotional mix will be helpful in

developing strategies in promoting their packages around the world. Following are the element
which help Thomas Cook to make their promotional strategies:
Advertisement: It is a form of tool in which Thomas Cook has to pay so as to present their
advertisement. This is the way in which organizations pay in order to promote their goods, ideas
and services with the help of variety of sources like Television, radio, internet, newspapers, etc.
it is the one way communication through which customers can deliver their ideas to ultimate
customers. Thomas Cook can promote their tour package on internet as it is the most popularly
used source (Zafiropoulos and Vrana, 2006). They can choose Facebook or any other social site
in which they can convey their package details. In addition to this, they can also use television to
promote their package to their customers.
Public relations: For influencing target audience public relation activities are very helpful.
These types of campaigns are helpful in creating favourable image for the organization. Thomas
Cook can use public relations in order to promote their tour packages as it is one of the most
effective way to attract customers. Tools which come under developing public relation are
through different sponsorships, web pages, conducting special events, etc. Firm can convey all
the relevant information regarding the tour packages designed by Thomas Cook.
Direct marketing: This is another type of marketing in which the organization can deliver
targeted group at same time. The organizations can directly focus on the target to who the
product or services can be delivered (Carter, 2007). In this context, firm can use two sources
which are through mailing and other one is printing mail, through telephonic marketing and by
online marketing. Among which mails send through internet are the most effective and easy way
to attract customers as it can send all the targeted audience at same time. Thomas Cook can use
mailing which will be helpful in conveying information regarding all the packages which they
develop. Further, they can also send printed mails to loyal customers where there are chances of
accepting the offer provided by Thomas Cook. In this method customer's can also clarify all their
doubts with regard to the tour pack designed.
Sales promotion: This is used when new products are to be introduced to customers. In order to
attract customers, they provide different types of offers through which they attract customers.
Offers like providing free coupons, discounts, contests, etc. Through these types of strategies
they focus on attracting customers, they also offer them with purchase incentives as well.

Personal selling: It is basically face to face communication which in the buyer and seller have
close interaction with other. Buyer can clarify all the doubts which they have in their mind and
can directly ask the seller. In addition to this, seller can convey all the important information
regarding the product or services which they are willing to sell. In accordance with the case,
Thomas Cook can choose those customers who are loyal (Falk, 2011). They can approach these
customers personally and provide them with all the important information which will help them
in explaining the designed package. Further, customers can also ask or clarify all the doubts
regarding the tour package. This is one of the best way in convincing customers. It totally
depends upon the persona who will represent the firm. That person needs to convey effectively
and help the firm in selling their services.
P4.2 Integrated promotional campaign for Thomas cook
Developing strategies is very essential as it will help the firm can convey their offer or
schemes effectively to their customers. In order to do that the firm should be able identify all
sources which would help the organization to convey their related information to their customers.
Promotional activities is done by marketers and they have different choice (Huang, 2009).
Following are the steps which can be followed by Thomas Cook in order to promote their
summer tour to Morocco:
Advertisement: Thomas Cook would develop attractive banner in which name of the package
would be written and all the important details would be included in promoting their tour to
Morocco (Schott, 2005). Thomas Cook should have a clear idea of their target audience. After
determining their target audience, accordingly they should develop key messages through which
they can provide information to their target audience. They should develop attractive
advertisement which would develop curiosity among customers. The advertisement would be
shown Travel channel, E4, Sky 1, Sports channels like Sky sports 1, etc. There are few of famous
channels with the help of which people would get to know about the tour to Morocco.
Sales promotion: As it was discussed above, this they of promotion are helpful when new
products are developed. In accordance with the case, trip to Morocco would be provide to
customers with special offers like providing them with special coupons for free food services if
they apply early. They would provide this package for free to those people who would win any
kind of contest (Dolnicar, 2007). Fifty customers who would apply for this package first would

have to pay only 75% of total cost. In this context, they would develop attractive banners and
would be placed on various airports of different countries. This would be helpful in attracting
customers.
Personal selling: In this, group of five people would be developed and in each team there would
be five members. These people would be provided with training so that they could convince
other people to buy the package. These five groups would be sent to different areas at UK. They
would go door to door and provide people information regarding the tour to Morocco. This is
one of the best way to attract customers. The main advantage is that they would be able to clarify
all the doubts regarding the tour package. This way they would be able to cover all the areas in
UK.
Direct marketing: Mail id's would be collected for different collages of students. They would be
mailed regarding the tour to Morocco and all the additional details would also be provided to
customers. In addition to this, they would also collect mobile numbers and they would be called
and conveyed regarding the tour package (Spencer, 2006). This way they would be able to
promote their tour package to Morocco.
Public relation: Facebook, Twitter and various other famous through which they would be able
to attract customers in large numbers. In this Thomas Cook would upload video in which they
would should all the places which they would include in the tour pack (Stronza, 2009). This way
they would be able to promote their tour pack top Morocco effectively.
In order to achieve the all the desired goals and objective, employees are the one who play the
most important role in achieving all the required thing. All the employees should be work
together and focus in providing and in achieving the organizational goals and objective.
CONCLUSION
Based on this report, it can be conclude that marketing plays a significant role in boosting the
effectiveness of tourism company like Thomas Cook. From this, it is able to assess the needs and
wants of the customers and hence able to offer product and services accordingly. It essentially
aids in attaining the business objectives by fulfilling the requirement of the customers.

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