This report analyzes the marketing strategies of Thomas Cook, a leading travel agency. It begins by defining marketing and outlining the roles and responsibilities of the marketing function within the organization, including customer identification, retention, market research, competitor monitoring, brand awareness generation, and product promotion planning. The report then explores how these marketing roles relate to the wider organizational context, including collaborations with HRM, IT, and finance departments, emphasizing the importance of interrelationships for enhancing customer satisfaction and achieving business objectives. The report compares the marketing mix of Thomas Cook with TUI, highlighting differences in product offerings, pricing strategies, distribution channels, promotion methods, and customer service approaches. Finally, the report presents a marketing plan for a South India tour package, including an executive summary, company overview, situational analysis (PESTLE and SWOT), competitive analysis, marketing mix strategies, and budget considerations.
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