Marketing in Travel and Tourism: Thomas Cook Company Analysis

This report provides a comprehensive analysis of marketing principles within the travel and tourism sector, focusing on the Thomas Cook Company. It explores the core concepts of marketing, including market segmentation, consumer behavior, and the impact of the marketing environment. The report delves into the role of marketing as a management tool, emphasizing strategic marketing planning, the significance of marketing research, and its influence on society. Furthermore, it examines the marketing mix, discussing issues related to product, price, place, and promotion, including the importance of service sector mix elements. The report assesses the integrated nature and role of the promotional mix and applies the concept of the total tourism product, specifically in the context of Thomas Cook's holiday packages in Morocco and Egypt. The report also covers the factors influencing consumer motivation and demand, and the application of market segmentation strategies within the tourism sector.

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Marketing in Travel and Tourism
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Date
Lecturer’s Name and Course Number

Marketing in Travel and Tourism
Contents
Introduction:................................................................................................................................................3
LO1: Understand the concepts and principles of marketing in the travel and tourism sector:.....................4
P 1.1: The core concepts of marketing in travel and tourism sector:........................................................4
P 1.2: Impact of marketing environment on travel and tourism sector:....................................................5
P 1.3: Factors that affects consumer motivation and demand in travel and tourism sector:.....................6
P 1.4: Principles of market segmentation and its uses in tourism sector:.................................................6
LO2: Understand the role of marketing as a management tool in travel and tourism:.................................7
P 2.1: Analyse the importance of strategic marketing planning for travel and tourism sector:................7
P 2.2: Discuss the relevance of marketing research and marketing information to managers in the travel
and tourism sector:..................................................................................................................................8
P 2.3: Assess the influence of marketing on society:.............................................................................10
LO3: Understand the role of the marketing mix in the travel and tourism sector:.....................................11
P 3.1: Discuss issues in the product, price and place elements of the marketing mix:...........................11
P 3.2: Assess the importance of service sector mix elements to the travel sector:.................................13
P 3.3: Apply the concept of the total tourism product- Thomas Cook Tourism:....................................13
TASK 4:...................................................................................................................................................14
Assess the integrated nature and role of the promotional mix...................................................................14
Conclusion:...............................................................................................................................................16
References:................................................................................................................................................17
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Introduction:
The essay is all about the travel and tourism of Thomas Cook Company. Thomas Cook is
launching their summer holiday package in Morocco and Egypt. This assignment covers all the
marketing segments of travel and tourism sector.
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LO1: Understand the concepts and principles of marketing in the travel and tourism
sector:
P 1.1: The core concepts of marketing in travel and tourism sector:
Thomas Cook is an operative in the tourism business in Morocco and Egypt. In modern times,
the company has been illustrating their eagerness to create latest cultural tour program for a
vacation in Morocco and Egypt for seven days. In this framework, the essay will be discussing
the various aspects of marketing in the travel and tourism business (Chon, 2015).
The nuclear dispute for the achievement of travel and tourism sector in the
future is a vital point to comprehend the inclinations and developing their positive outcome,
while the negative points have to be negated (Goodall and Ashworth, 2013). Rapidly growing
markets need to be considered management familiarised with fast growth. Plans or ideas could
be referred to as shaping the fundamental long-term objectives for the association. This needs to
be done in an alliance of the path of activities selected for the provision of assets to execute the
aims set.
In milieu with the promotion of the company for the latest cultural program, the association of
Thomas Cook should take the chance out of group immigration amongst the travellers that will
add in leading the rule of travelling on a huge scale. The deal must be set at a lower sum of
money, uttering the amplified level of curiosity amongst the visitors inside the market for this
type of stuff. This seven-day program will cover the vacation in all over Egypt and Morocco
(Inversini and Schegg, 2016). The tour package will be comprehensive of the inexpensive fair of
transportation plus Lodgings in the vacation places along with breakfast, lunch and dinner. This
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could be done by the gathering of additional members inside the market of travelling that had
been performed with the plan linked to the needs for consistency in contents concerning the
conventional products. With the idea of group migration, there can be an indication of allegiance
allied to the topic in making the selection of same thoughts, and also by picking commodities in
a varied way of the suitable products in support of the new comforts and the new circumstances
(Ali, Ryu and Hussain, 2015).
P 1.2: Impact of marketing environment on travel and tourism sector:
The company of Thomas Cook has been a large tour operator and very renowned organisations
in the business of travel and tourism. Managing the holiday program of 7 days to all over Egypt
and Morocco will be dependent upon the outside atmosphere of the tourism industry. As Thomas
Cook tour operator exists in Morocco and Egypt, the outer atmosphere of Morocco and Egypt
needs to be discussed for substantial issues. These external aspects consist of social,
environmental, political, technological, legal and economic factors (Gustavo, 2013). In fact,
without the section of marketing, the company will not be capable of organising any types of
plans about performance, psychographic, characteristics, and demography of tourists. On the
other hand, some issues are manipulating the marketing background of tourism and travel. But
among them, the most important dilemma has a relation to understanding the nation source and
outlines of tourism. The living place of travellers is crucial, and their guides of travelling are also
significant for contemplation mainly about inbound and outbound travel. As a result marketing
plan selected here would be well-built place based promotion strategy taking to the development
of the entire business market. To develop this tourism marketing, a picture of the clients will be
calculated about these selected holiday places. This program with its suitable marketing scheme
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will lend a hand in compelling the clients about the potentiality of the tour package and will also
gain the assurance and conviction of the tourists (Umeda, 2012).
P 1.3: Factors that affects consumer motivation and demand in travel and tourism sector:
In the format of selling the new deal, an important point can be considered by the tour operators.
They can study the enthusiasm of the visitor to acquire the particular tour program. If we see
from this viewpoint, there are two types of factors that can help to increase the enthusiasm of the
tourists to pay for the holiday package (Fesenmaier, O'Leary and Uysal, 2013). These factors are
determining factors and motivational factors. Identifying factors helps to understand whether the
customer can pay for the package, and motivational factors motivate the customers to take the
holiday package. To insert motivational aspects, the holiday program will be prepared
convoluted along with real and elusive essentials, selling knowledge to the visitor and not just a
package, guiding the tourists where needed, recognising the faith, approach and poignant
anticipation of the visitors regarding this program. Furthermore, motivation will be considered
from the outlook of the point of which travellers will see these holiday places as incorporated in
the tour package which especially is for recreations and vacations (Claveria and Datzira, 2010).
P 1.4: Principles of market segmentation and its uses in tourism sector:
Market segmentation is uttered as the contribution of works to divide the clients or the customers
with maximum potentiality in particular sections or factions. In this specific segment, the
consumers will be involved in a general degree of curiosity within the facilities or products being
supplied. As a major role of segmentation, it is imperative to appreciate and classify the
distinctions in categories (Najmi, Sharbatoghlie and Jafarieh, 2010). This is appropriate to the
information that for the reason of market segmentation, the business market has been divided
into three diverse groups. These groups are diffused market, clustered market and homogenous
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market. Diffused market engages that scenario or clients that are dissimilar in their behaviour
linked to the service, creation or the tourism industry. Apart from that, the clustered market
involves discernable groups of prospects or consumers across relevant features, requirements or
views related to the facility, product or tourism sector. In the homogenous market, every
particular scene or customer is parallel in a figure of significantly different considerable ways in
connection with the facilities, products or the travelling business.
For the function of this holiday program, the tourists will be segmented on the source of
geographical and demographical aspects. Most of the tourists come from a wealthy background,
and they mostly select this tour package for relaxation and amusement (Domestic tourism market
segmentation qualitative research, 2010).
LO2: Understand the role of marketing as a management tool in travel and tourism:
P 2.1: Analyse the importance of strategic marketing planning for travel and tourism
sector:
The strategic marketing planning has numerous advantages. These advantages are directly
connected to the development and achievement of the travel and tourism industry (Leung, 2013).
The importance and benefits of strategic marketing planning of Thomas Cook tour operator are
given below: –
1. A strategic promotion plan lends a hand in discovering the track for the tour company
and the technique to attain that direction. It mostly contains big targets that separated the
company into small sections.
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2. Strategy marketing plan facilitates in removing all those actions which are infertile and a
waste of time and funds. In its place, it assists in focusing on some other vital and chief
aspects (Moutinho, 2011).
3. Marketing plan involves in scheming a designed and vigilant structure which perform as
a lexicon for many purposes, such as financial plans for the organisation, important
customer facility and permanent activities.
4. A calculated market planning also assists in having profound information and perspective
of the target market as well the client to whom the organisation is providing their service.
This complete information helps to build a strong base so that the company will be able
to take long-term resolutions.
5. Nowadays the financial system of many countries is in a fragile state. Thus, tour
operators are using more time and hard work in a correctly created strategic plan which
can formulate a major distinction in an administration performance (Tsiotsou and
Goldsmith, 2012).
P 2.2: Discuss the relevance of marketing research and marketing information to managers
in the travel and tourism sector:
A marketing study is an essential device to recognise the consumer taste and likings. In the
industry of travel and tourism, any statistics on market situation works like a guideline for them.
It is very essential to know the customer requirements and needs so that the corporation can
arrange its contribution accordingly. There is entire conversations of the significance of
marketing research regarding Thomas Cook Tourism are given below:-
1. As examined marketing research functions as a leader and it is necessary that before
entrusting any arrangement or spending money for any purpose, it is always healthier to
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spend the funds in research which assist in accepting the business market better and bring
clearness in mind regarding how to catch the attention of more and more clients (Liang et
al., 2016).
2. It is also significant that the company which is performing the research have to realise the
importance of the research and it must be consequential. If the information is collected in
only one place devoid of any reason or purpose, then the research has a restricted worth
which can hamper the development of the business in future (Erratum, 2016).
3. All the data which is assembled from the investigation should be evaluated understood or
examined and then a vigilant ending must be taken out of it.
4. Marketing study should be a designed movement which guides to certain choice making
and which also facilitate in formulating the marketing approaches (Stabler,
Papatheodorou and Sinclair, 2010).
5. There is a massive pile of information which is accessible in the market. It is necessary
for Thomas Cook Tourism Company to utilise the information successfully.
6. There is no doubt that promotion research is one of the most urgent tasks of Thomas
Cook tour operator because it facilitates in shaping the possible course of
accomplishment. It not just helps in obtaining practical choices but also assists in gaining
the economic benefit over the opponents. The data mostly helps in forming a rate for the
package which offers various aspects and an edging over rivals.
7. Supervisors are always imagined to dig out more and more data and evaluate the statistics
so that it can be exercised efficiently in this tight market.
8. Research also aids in analysing the thoughts and the better perspectives of the rivals
which also help out in choosing the possible course of achievement (Tribe, 2011).
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9. Any marketing research is necessary for travel and tourism sector. It is not essential to
have a large and detailed research. At times a small, fast online research becomes a
leading facility for people.
10. Most of the time a detailed research is very significant as it lends a hand in knowing the
market in a correct way. The organisation delegates this utility in a lot of situations.
P 2.3: Assess the influence of marketing on society:
Society and advertising are held major importance in a similar place, and advertising cannot
happen without the support of society. Citizens can visualise a society without advertising, but it
is just impossible to have the survival of promotion without civilisation (Marchand, 2010).
Marketing is the procedure of organisation which takes place in a company, and it engages
forecasting, recognising and discovering the ways to persuade the customer needs. There are
several types of equipment of marketing consist of publicity, direct promotion, sales
endorsement and public associations (Huang and Chuang, 2013). Many writers and columnists
say that the marketing is a method which links the space between the customer and the invention
or services. Endorsement and promotion are the most applied and arguably theory of marketing
which aims to control the demand. It has to turn into a permanent part of public life as citizens
cannot, in fact, visualize their existence without interpretation and watching the commercials. It
is true that we hardly pay attention to those ads, but it created a place in our mind and without
those ads, people will feel that something is missing. Marketing makes the society more
acquisitive. It is very significant but difficult to strike a perfect equilibrium among the two
ideas. The business atmosphere also insists that each step must be taken fairly and all rules has to
be pursued to split the work among correct or incorrect and reasonable and unreasonable, and
also dealer should pay awareness to the purpose which is ethically correct (Dávila, 2012) .
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LO3: Understand the role of the marketing mix in the travel and tourism sector:
P 3.1: Discuss issues in the product, price and place elements of the marketing mix:
Promotion mix is a very significant portion of agreement business, and the basics of marketing
are extremely vital for Thomas Cook tourism organisation. The comprehensive discussion of the
features of advertising mix and problems regarding this are given below:-
Product: Product is the most vital feature of a company because a company's profit and progress
depend on the product. When a product is traded to the consumers, it takes to cash in the
organisation, and that money takes the organisation ahead. Whether there is built-up of the
artefact or there is the resale of the artefact, under both situations, the corporation has to verify
the aspects which will grasp the concentration of the people. So sooner than launching any
merchandise or facility in the market, there is some matter which should be solved instantly.
These concerns are the target market for which the artefact is formed, the hope of the customer
from the creation, viable edge over the rivals and also particular promotion point of the client
and it also comprises a chart on the base of which the artefact will be situated inside the market
(Ciriković, 2014). Responses to these questions are extremely imperative, and the corporation
should tackle these problems quickly because it facilitates in shaping the future course of
activities. Thus Thomas Cook should also take care of their tour packages so that it can attract
more tourists.
Price: Another vital aspect of any company is its cost. By price, an artefact is sold to the
customers. Many organisations take up several pricing approaches, and it is significant to give
awareness to cover the expenditure successfully if the corporation wanted to draw more and
more clients. The value of any merchandise and service is equivalent to the quantity that
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customers are ready to pay. The costs which customers are prepared to give depend on the
quality offered by the artefact and the compact of the object market. The opponent pricing must
also be measured and all those features which control the marketing background neighbouring
the merchandise. Useful pricing is the merge of different factors. So Thomas Cook also should
consider planning their pricing strategies carefully.
Place: The location is also critical in advertising mix, and it concerns a place where the invention
is prepared, or the facility is presented to the customer. The artefact is typically prepared at a
different location, and then it is taken in different locations for sale. In the case of customer
services, it is frequently being carried at one particular place. The locations where all the tasks of
promotion take a position, it is essential to realise that every product is distributed at the exact
time and exact place. The location where the artefact is sold must be reachable to the customers
(Khare and Khare, 2011).
Promotion: –A product or facility which is flourishing means that the profit of the artefact or
service is converted successfully to the client and real market has the clear thought of the
product. Sponsorship is connected to growing the consciousness of the citizens and also to
persuade them to buy the product. Promotional actions for various manners are different, and the
corporation selects various techniques to endorse the product. The matters of advertising can be
promotional movements purpose, the accurate finances for the promotion, official rules
associated with what have to correspond and how the outside market and the atmosphere of the
market where all the companies work.
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P 3.2: Assess the importance of service sector mix elements to the travel sector:
The service segment advertising mix is also recognised as a great promotion mix and is also a
crucial and very essential element of the service plan. I n tourism and travel industry it all about
valuable facilities which create any particular position or corporation a trendy place. The service
advertising mix comprises seven Ps in contrast to the four Ps of the merchandise advertising mix
(Customer Service for Hospitality and Tourism, 2012).
P 3.3: Apply the concept of the total tourism product- Thomas Cook Tourism:
An entire tourism package comprises all the features of tourism right from the arrangement of
the tour covering different locations and preparing it while also think about the money customer
is eager to give and also to the liking associated to the kind of location, the customer is ready to
see. It also contains planning for transport at different platforms and arranging the holiday at
different locations around Egypt/Morocco. At the same time as an individual travelling company
cover, one portion of tourism like travel or lodgings and in this case of Morocco/Egypt; Thomas
Cook offer the transport services.
Many travels and tourism business these days have become a one stop solution for all the travel
related issues, and the consumer just needs to express the desire to visit a place, the company
will arrange all other work (Szczechowicz, 2012).
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TASK 4: Assess the integrated nature and role of the promotional mix
The promotional mix has five important factors. The details of these factors are given below
Advertising: Advertising is promoting and presenting the ideas and service. This is the duty of
the sponsor of the company. A company needs to advertise their products because it helps them
to spread their products to the customers. An organization requires an action plan to conduct
different types of promotions strategies. There have some examples of advertisings such as direct
mail, radio, billboard, brochures, etc. (Tourism Management and Marketing, 2008).
Personal selling: personal selling is one of the effective ways to promote any types of product
and service. The management of an organization recruit individual who has sales skills.
According to the personal sells, the customers are getting accurate and essential information
about a specific product or service offered by an organization. If the representative fulfills the
target of sells, the organization provide them extra incentive which is an affective strategy. The
most traditional method of selling is personal selling because it creates an interaction between
the seller and customer which is the most important thing.
Sales promotion: The organization can increase the demand for products by implementing these
strategies. In other words, the promotional activities of an organization are influenced by the
demand of products. In the market, the customers are looking for suitable products and services.
An organization should have the desire of being the first priority of their customers. As a result,
the customers can purchase the desired products from only their selected organizations or
companies(Mullin, 2010).
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Public relations: an organization should keep the healthy relation with their customers. In other
words, with the help of quality service and products, an organization can satisfy their customers.
The relationship between public and an organization is dependent on some factors,
 Quality service and products
 Low price
 Customer care service
 Tellifonic features
 After sell service
Direct marketing: The direct marketing strategies are one of the affective marketing
strategies of an organization. With the help of direct marketing policy, an organization can
easily retain in financial support for future development. There is no additional charges and
commission not to be paid any third person. Many companies appointed lots of workers to
develop the relationships between the workers and customers (Bird, 2002).
Corporate image: One’s a customer always a customer. A company needs to build its image.
Therefore the customer can believe on the product of the company. If they have faith on that,
they will buy the product again and again. If somehow they do not build up their image, they
unable to run their business.
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We will take care of
the guests who are
willing to avail the
campaign for 2010
summer holidays.
The package will
highlight on the
specifically most
attractive parts of the
world and will give
you 100% best tour
experience.
We will provide the best
satisfactory service to our
guests and will take care
of their experience and
satisfaction. Avail the
service to experience best
tour with the experienced
nal Campaign for 2017 Summer Holidays. Let’s go t
Marketing in Travel and Tourism
Poster Presentation
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Marketing in Travel and Tourism
Conclusion:
The assignment covered various features of marketing of an individual (Thomas Cook) tourism
sector. The report gave a detailed discussion about the marketing mix of travel and tourism
sector.
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