Marketing Analysis of Thomas Cook in Travel and Tourism Industry

This report provides a comprehensive analysis of marketing principles within the travel and tourism industry, with a specific focus on Thomas Cook. It begins by exploring the core concepts of marketing, emphasizing customer needs, satisfaction, and relationship marketing. The report then delves into the marketing environment, examining both micro and macro factors, including political, economic, social, and technological influences. Furthermore, it investigates consumer motivation, demand, and the impact of culture, orientation, value, and satisfaction. The report also covers market segmentation principles, including geographical, psychographic, and demographic approaches. Task 2 delves into strategic marketing planning, utilizing SWOT analysis, product life cycle analysis, and Ansoff Matrix to evaluate Thomas Cook's strategies. The report also touches upon the role of promotional mix and concludes by summarizing key findings and providing references for further study. The report is well-structured and provides a clear understanding of marketing concepts within the travel and tourism industry.

Marketing in Travel and Tourism

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Core concepts of marketing for travel and tourism sector...............................................3
1.2 Marketing Environment....................................................................................................4
1.3 Factors affecting consumer motivation and demand........................................................5
1.4 Principles of market segmentation...................................................................................6
TASK 2............................................................................................................................................6
2.1 Importance of the strategic marketing planning...............................................................6
2.2 Relevance of marketing research and information...........................................................7
2.3 Assessing positive and negative influence of marketing..................................................8
TASK 3..........................................................................................................................................10
Covered in PPT.....................................................................................................................10
TASK 4..........................................................................................................................................13
4.1 Role of promotional mix................................................................................................13
4.2 Covered in Poster...........................................................................................................14
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Travel and tourism sector has become one of the largest international industries which
helps in providing the job opportunities and helps in contributing substantially to the economy in
the whole world. Travel company have to use the different promotional methods which helps in
influencing the decision of the person (McCormick, 2011). Organisations which are related to
travel and tourism sector have to understand the demand and needs of the consumers so that they
can provide appropriate services. The staff members have to classify the consumers according to
the status, lifestyle along with the family circumstances etc. The present report is based on
Thomas Cook which is a British global travel company and it is listed on London Stock
Exchange. Thomas Cook’s vision is to deliver trusted, personalised holiday experiences through
our high-tech, high-touch strategy. We will be there for our customers wherever, whenever and
however they want to connect with us. The present assignment focuses on the core concept of
marketing in travel and tourism. Further, it also emphasizes on the consumer motivation as well
as demand of the product in the industry has to be discussed (Su and et.al., 2013).
TASK 1
1.1 Core concepts of marketing for travel and tourism sector
Marketing is the activity and set of institutions along with the process for creating,
communicating as well as delivering that have a value for consumers, clients along with the
partners (Biggs, 2011). Marketing in travel and tourism sector is the important and essential
factor in making the travel business successful in terms of market share.
Customer needs: The company members have to provide the best services to the consumers and
these services are helps in satisfying the consumers as well as helps in fulfilling the needs and by
that Thomas Cook can attain the maximum success along with the profitability. Marketing helps
Thomas Cook to make the consumer aware of the products and services (Lew, 2014). Marketing
is made up of all the processes which involved in getting the products into the consumer’s hands.
It helps in ensuring the needs and the marketing strategies ate well suited.
Product and service markets: The company have to provide the best services to the consumers
which helps in attaining the targets. They have to make the product according to the needs and
wants which provides the satisfaction to the consumers (West, 2010).

Customer’s satisfaction and retention: By providing the qualitative product the consumer can
satisfy the needs and wants. The employees of the business entity have to make the effective
decisions which helps in maintaining the quality as well as value of the merchandise. Along with
this they have to do the effective communication which helps in attaining the targets. If the
company providing best services, then this helps in retaining the consumers which helps in
attaining the leading position in the market.
Relationship marketing: The company members have to maintain the relationship so that the
employees of Thomas Cook can do effective marketing which helps in obtaining the targets
(Dawson and et. al., 2010).
1.2 Marketing Environment
Marketing environment is a combination of the internal as well as external factors which
surround the organisation. Along with this all the factors whether it is internal or external having
the influence on the environment. Further, the company members having the ability to build and
maintain the successful relationships with the target consumers (MARKETING RESOURCES,
2017).
Micro environment analysis – It refers to the forces which influence the company and directly
affect the relationship of the organisation. The factors which are include the company and its
current employees, its suppliers, marketing intermediaries consumers and the general public.
Strength’s: Thomas Cook having a rich product portfolio which includes the flights, financial
services as well as the travel agencies among the others (Shinde, 2010).
Weakness: The market environment is not stable and the dynamic nature of the financial market
make the fluctuation in the exchange rate which causes loss.
Opportunities: There is Increasing demand for travel and tourism in the whole world.
Threats: The company having the low profitability and does not focusing on optimising the
strength (Biggs and et.al., 2012).
Macro environment analysis
Political: the company members have to do the proper political analysis which helps in attaining
the goals and objectives. Along with this these policies is given by the regulatory bodies and
company have to use these which helps reaping the success.
Economic:The company members have to use this so that they can find the economic condition
in the market (Lovelock and et.al., 2010).

Social:The company members have to make the changes so that they can develop the tourist
places and on the basis of that they can reap the targets.
Technological: Company members have to use the new and innovative technology in providing
the best services to the consumers and by that many tourist attract which helps in attaining the
targets (Komppula and Gartner, 2013).
Thomas Cook having a wider choice of brands so that they can satisfy all the needs of
Tourists with a Thomas Cook holiday. They are looking for a cheap package holidays, city
breaks, villa holiday, cruise etc. These business affect by the changing needs of the service users
because company have to provide the services according to the desires of the consumers. These
businesses also affect by the marketing environment as they are having a combination of both
internal as well as external.
1.3 Factors affecting consumer motivation and demand
Role of customer- Consumer helps in making the correct decisions and the activities
which helps in satisfying the needs and wants. When the consumers attain the maximum services
of Thomas Cook then they can obtain the success. When the company provide the qualitative
services then the consumers get motivated and by that demand increases and on the basis of that
business entity attains the maximum profit (Biggs, 2011).
Countries Culture- Culture of the country is the factor which affect the demand as well as
motivation of the consumers. It helps in promoting the destination and enhancing the
competitiveness as well as attractiveness. It helps in examining the growing relationship between
tourism and culture and they are having a way in which they become the major drives of the
destination attractiveness. Along with this it helps in increasing the competition.
Consumer orientation- The company members have to use the proper and appropriate
technology along with the effective communication in providing the services to the consumer
which helps in attaining the success. They have to do the adoption which helps in contributing
the use of information and communication technology so that the company can attain the best
outcome which helps in attaining the leading position in the market (McGehee and et. al., 2010).
Value and satisfaction- the company members have to do the proper investigation which helps in
growing the business in the travel and tourism sector. They have to do the appropriate research
which helps in examining the relationship between value, satisfaction and behavioural intention
in tourism. Adventure travellers are demanding and discerning the consumers ion holiday and

also helps in travelling to some of the most remote and the extreme environments of the world
which helps in satisfying the needs of the consumers. It helps in attaining the maximum value
and the employees of Thomas Cook have to provide the proper information and the services to
the consumers by which consumers satisfied and company can obtain the maximum value
(Ramukumba and et. al., 2012).
1.4 Principles of market segmentation
There are different categories of the person those are making the plan and also divide the
market for the satisfaction of the needs and wants of the consumers. Market segmentation refers
to the process which helps in subdividing the market which is based on the similarities,
relationship along with the grouping of the consumers. The objective of the market segmentation
id to the enable the organisation and it helps in focusing the appropriate resources for attaining
the competitive advantage. Market segmentation is divided into different parts (Morrison and
et.al., 2010).
First is geographical segmentation which involves the division of the market which is
based on the geographical areas and also helps in directing the resources to the geographical
regions due to the characteristics of the consumers which helps Thomas Cook in attaining the
success in the competitive market.
Another is Psychographic segmentation which refers to the segmentation in the lifestyle
that use the attitude, values, beliefs, culture, emotions of the consumers to divide the market.
This segment is just like a behavioural segmentation but takes the psychological aspects of
consumer buying behaviour. These factors are intangible in nature and for that they have to do
in-depth research so that they can determine which lifestyle as well as social class they have to
target.
Demographic segmentation refers to that segmentation which is done on the basis of
gender, income, social status, education level along with the other variables which are used when
doing the marketing and targeting the consumers and it helps in attaining the maximum
profitability (Jaafar and et. al., 2011).
There are different methods which can be used in the market segmentation whether it is
qualitative or quantitative method. Thomas Cook having some variables within the travel and
tourism industry which is based on the behaviour, attitude, needs along with the motivation has
been developed. The business entity have to allocate the proper resources which is based on the

segments and these all are done by the process called targeting. Market segments also succour in
attaining the leading position of the brands (Thomas and et.al., 2011).
TASK 2
2.1 Importance of the strategic marketing planning
Thomas Cook used the various tool which is related to the strategic marketing planning
which helps the business entity in attaining the profitability for the future.
SWOT Analysis – This analysis helps in finding the strength, weakness, opportunity and growth
of the business operation.
 Strength – Thomas Cook having a rich product portfolio which includes the flights,
financial services as well as the travel agencies among the others. Along with this
company having excellent consumer service which helps in retaining the consumers
(Komppula, 2014).
 Weaknesses – The market environment is not stable and the dynamic nature of the
financial market make the fluctuation in the exchange rate which causes loss.
 Opportunities – There is Increasing demand for travel and tourism in the whole world. Threats – The company having the low profitability and does not focusing on optimising
the strength.
Product life cycle – The company have to do the product life cycle analysis so that Thomas
Cook get the appropriate knowledge about the products and services in the market that they are
obtaining the success or not. In this cycle, there are different stages which includes
 Exploration stage – This stage is helpful in getting the idea about the new tourist location.
 Development stage – This stage includes the development of the various factors which is
related to the destination by which tourist attract easily (Hallak, Brown and Lindsay,
2012). Stagnation – In this, destination has been covered by thousands of travellers and they are
famous to be explored by the new tourists.
Ansoff Matrix – It is a very helpful tool for the entity in attaining the growth prospective or both
the services of the entity and the market in which they are operating. Thomas Cook have to
choose proper strategy among these market penetration strategies, service diversification, market

as well as product development are examined and then the company members can applied these
strategy for the long term approach (Paget and et.al., 2010).
Strategic planning is important for the successful business. It involves the vision, mission
as well as outside thinking which helps in doing the developments. Strategic plans helps in
attaining the successful results and it display the finished products or goals. Thomas Cook have
to create a right way so that they can do effective strategic planning. Thomas Cook have o do
SWOT analysis so that they can create a developing strategic plan.
2.2 Relevance of marketing research and information
In the travel and tourism industry, marketing research and information is so much useful.
Marketing research helps in doing the proper function which assist in bridging the link between
the consumers and general public with the marketer so that they can gather the correct
information. The employees of Thomas Cook have to identify and define the marketing
opportunity as well as the problems. The information which the company member gather they
have to use that so that they can provide the best services to the consumers. Along with this the
staff members of Thomas Cook have to monitor as well as evaluate the performance and on the
basis of that they can do the improvements in the services which they are providing and have to
use the marketing process. The process of doing marketing research includes the data collection,
data analysis and the presentation of findings along with the communication of the information
(Kayar and Kozak, 2010).
Thomas Cook have to evaluate the competitors so that they can know what can be done
to attain the maximum profit. They can do the merger, franchise and acquisition in Morocco and
Egypt. Along with this they use the data of market research in the process of STP of the brands.
The marketing information helps in understanding the market, define it and measure its stage of
maturity. Thomas Cook have to use the marketing research so that they can understand the
demand of the products which is related to tourism. Further, business entity having their portfolio
so that they can attract the tourist which succour in reaping the success in the travel and tourism
industry (Hjalager, 2010).
2.3 Assessing positive and negative influence of marketing
There are various impacts of marketing on the community which helps in attaining the
maximum revenue and it is having a important role in the business. Marketing helps Thomas
Cook in doing the protection of the consumers and they are having a strict government

regulations on the goods and services. It aid in doing the consumer protection. Along with this
marketing increases the social responsibility of the business and on the basis of that society
attains the benefits from the organisation. It helps the employees in making the correct decision
so that they can obtain the success (Evans, Stonehouse and Campbell, 2012). The marketers can
do the effective communication and by that they can share their ideas with the government so
that they can attain the advantage in the high competition. Marketing of Thomas Cook also
succour in raising the awareness in the markets of the society by using the appropriate policies
(Croce and Perri, 2010).
The main duty of the marketer helps in identifying the consumer needs and then they
have to make the action plan so that they can satisfy the needs. The employees of the business
entity have to put more efforts so that they can do the more improvements in the marketing
activities. The staff members of Thomas Cook have to do the proper promotional activities
which helps in reaping the targets in the society. Marketing in the society helps in creating the
sustainability and also having a code of conduct in the business. The employees of Thomas Cook
have to make the changes according to the needs and wants as well as perceptions of the
consumer and these are covered in doing the marketing research which enable the organisation
so that they can do the proper scenario planning. Organisation have to do the appropriate
investment in the marketing according to their regulations and it helps in attaining the leading
position in the market (Butler and Russell, 2010).
TASK 3

TASK 4
4.1 Role of promotional mix
Promotional mix refers to the combination of the promotional methods which is used for
the one product or a family of products. Along with this they have to do the effective
communication so that they can reap the targets easily. Successful promotional mix determines
the success of the marketing mix as well as helps in attracting and retaining the consumers.
Promotional mix having six components (Marchant and Mottiar, 2011).
Advertising which involves the presenting of sponsors and also helps in promoting the
ideas to the consumers by using the different channels such as internet, social media.
Personal selling involves the persuasion of the potential consumers by the use of oral
presentation. It assists in achieving the sales representatives, sales meetings and the samples
among others (Spenceley, 2012).

Sales Promotion includes the media and non-media marketing channels so that they can
increase the demand as well as improve the presence of product in the market (Evans and et.al.,
2012).
Fourth is public relations, in this supply of the products and services stimulated through
spreading the information in the media for the public consumption which includes report,
magazine etc.
Promotional mix is the direct marketing which allow the business entity to do the
effective communication directly with the consumers by using mobile messaging, websites,
direct emails etc. It helps Thomas cook in meeting the marketing objectives. Along with this it
helps in creating the brand image and reputation as well as awareness. Along with this it assists
in improving the sales of the products and services which is provided by Thomas Cook to the
consumers. The company members have to use the appropriate channels which helps in attaining
the success and the targets. Thomas cook have to use the proper channels of the promotional mix
as it helps in doing the improvements in the services which they are providing to the consumers
(Shinde, 2010).
4.2 Covered in Poster
CONCLUSION
From the above report it has been carried out that in the travel and tourism industry,
Thomas Cook have to provide the proper information to the consumers about the tourist places
so that many consumers attract which helps in attaining the targets for the company. The
company members have to maintain the public relations which assist in doing the proper
promotion of the business activities and by that Thomas Cook obtain the maximum profitability
effectively and efficiently.
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