Marketing in Travel and Tourism: Thomas Cook Case Study

This report delves into the core concepts of marketing within the travel and tourism industry, using Thomas Cook as a case study. It examines the impact of the marketing environment, consumer motivation and demand, and the principles of market segmentation. The report further analyzes the importance of strategic marketing planning, the relevance of marketing research, and the influence of marketing on society. It explores the role of the promotional mix in attracting customers to holiday packages in destinations like Morocco and Egypt, considering factors such as purchasing power, group attitudes, and personal preferences. The analysis includes both macro and micro environmental factors affecting the business, such as political, legal, and technological influences, along with competitor analysis. The report highlights the significance of marketing research in understanding customer needs and preferences to gain a competitive advantage and achieve long-term success, with a focus on offering attractive facilities and discounts to potential tourists.

Marketing In travel and
tourism

Table of Contents
Introduction......................................................................................................................................1
TASK 1............................................................................................................................................1
1.1Elaborate the core concepts of marketing for travel and tourism sector...........................1
1.2Impact of marketing environment on Thomas cook tour and travel business..................2
1.3Factors affecting motivation and demand of consumers in travel and tourism industry...3
1.4 Examine the principles of market segmentation and its importance in marketing planning.
................................................................................................................................................4
TASK 2............................................................................................................................................5
2.1Importance of strategic marketing planning for Thomas cook.........................................5
2.2Discuss the relevance of marketing research and marketing information to manager......5
2.3Influence of marketing on society.....................................................................................7
TASK3.............................................................................................................................................7
Covered in PPT.......................................................................................................................7
TASK 4............................................................................................................................................7
4.1Role of promotional mix...................................................................................................7
4.2 Covered in poster..............................................................................................................9
Conclusion:......................................................................................................................................9
REFERENCES..............................................................................................................................10

Introduction
Today, travel and tourism business is most development sector of world. They also
provide various employment opportunities to large number of persons. Through this sector
country has earn better earning and foreign exchange reserves. They largely participate in
improvement and development of economy. Various method of marketing in travel and tourism
industry will be studied in this report. Thomas cook has largest travel agency in United kingdom
that provide holiday package of summer 2018 in Morocco and Egypt. In this report, company
has designed the attractive holiday package in Morocco and Egypt so more customers are
interested to visit in this campaign. Tour and travel business has highest growing segment as
compared to health and financial services. Various similar business has largely compete with this
cited organisation, so they largely works to meet customer satisfaction level.
TASK 1
1.1Elaborate the core concepts of marketing for travel and tourism sector
The main purpose of analyse core concepts of marketing is to understanding needs and
wants of customer and worked for fulling it. Various core concepts are discussed below:
 Need, want and demand: Every organisation has provide products and services according
to need and want of customer. Person taste and preferences are vary from culture to
culture. Ma slow theory has described the various needs of customer in term of
physiological, safety, social, esteem and self actualisation. Basic need is important for
every human being, without this they are not survive in long term. This includes food,
clothing, shelter and water. On the other hand, the second most important need is safety
need, this include person job, felling of security etc. Cited company has produce safety
measure to large no of visitors when they are travelling different places. In social need,
include the friendship, love from family and friends, belongings while esteem needs refer
to achievement, rewards etc. Today every people has spend their leisure time with their
family and friends with the help of travelling such places. Thomas cook has designed
packages according to need and want of customer. Want means any particular commodity
which people has willing to purchase. This relate to tour business in term of economical
level services and packages. Demand means person has able to buy particular product.
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 Marketing offer: Cited organisation has produce various marketing offer according to
need and want of customer. They plan holiday package as per customer requirement.
 Customer value and gratification: Person satisfaction level are much dependent on prices
paid of various products and services. Thomas cook has generate their services according
to customer satisfaction level.
 Market: It is a place where buyer and seller exchange their commodities. Thomas cook
has provide services in all over world as per need and want of customer. Large number of
terrorist attack in Morocco and Egypt so customers are not interested to visit this places,
this factor has adverse affect of company profitability and goodwill. Thomas cook has
design their holiday packages in such place which give security and safety for visitors.
1.2Impact of marketing environment on Thomas cook tour and travel business.
Cited organisation has plan to provide holiday packages to large number of customer to
visit in Morocco and Egypt destination. It is necessary for company to firstly examine the micro
and macro environment factors that influences working of organisation. These are follows:
Macro environment factor: This element exist inside the organisation and it is controllable in
nature. The factors which are described below:
Customers: Business has not exist in long term without customer. They are blood of every
enterprise. In absence of customer, business are not able to make profits. Organisation has
provide better quality products and services according to need and want of customer. This helps
to improve and develop satisfaction level of customers.
Competitor: They provide similar goods and services to customer and it termed as major
challengers of company. Cited company has mainly focus for their competitor working in term
of pricing policies and procedures. They assess those competitor who provide valuable services
in Morocco and Egypt. This factor influence the working and profitability of organisation.
Macro environment factor: This factor exist outside the organisation which largely influences the
working of company. These are as follows:
Political and legal factor: This elements largely affects company policies and procedures. It is
necessary for company to follow rules, policies and regulation that imposed by regulatory
authority of united kingdom. Trade unions of UK helps company to made their better
competitive prices and policies in order to gain benefits from rival industries.
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Technology: Thomas cook has generate innovation product with the help of advancement of
technology. They establish research and development programme in various cities of UK, so this
help for company designed packages according to satisfaction level of customer. They generate
mobile application app that provide all information to their target customers relate to summer
2018 camp in Egypt and Morocco. They publish all information relate to package in various
website also so more customer get knowledge about this holiday package.
1.3Factors affecting motivation and demand of consumers in travel and tourism industry.
Customer play an important role for development of cited company. Thomas cook has
understand the attitude and behaviour of their customers according to this nature they provide
products and services. There are various factors that affecting consumer motivation and demand
in this sector are as follows:
 Purchasing power of consumer: Company has provide products and services according to
purchasing power of customer. Person is capable to purchase products and services that
offered by company which is known as purchasing power of consumes. Thomas cook has
provide services according to purchasing capacity of their customers, so they get
favourable result in term of profitability. They offer various facilities to their visitors
luxurious accommodation, attractive discount offer etc.
 Group attitude and belief: Company profitability has influenced the group attitude and
behaviour. With the help of this factor, family has make decision-making tour packages.
 Personnel preferences: Thomas cook has mainly focus to analysis customer taste and
preferences, their likes a and dislikes , this helps for company in order to gain
profitability and goodwill. Organisation has arrange various facilities to visit in Morocco
and Egypt in tern of travelling with cruise ship and any other mode that tourist has
wanted.
 Economic conditions: This condition largely affect the purchasing power of customers. If
the person disposable income is high then they purchase this tour package and spend their
leisure time with friends and family member.
1.4 Examine the principles of market segmentation and its importance in marketing planning.
Firstly understand term segmentation it mean to entire market is split into small segments
according to need and wants of customer, their taste and preferences. Company made various
strategies that help for gain profitability and success in near future. This factor helps company
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made marketing planning and earn to achieve their goals and objectives. With the help of this
strategy, they easily identify their potential customers and work for meet their satisfaction level.
The various kinds of market segmentation are as follows:
Geographic segmentation: This type of segmentation helpful for company growth. Entire
market are split according to need and want of various customers. They widely distributed their
products and services as per geographical area. Cited company generate tour package in
Morocco and Egypt especially individual who located in UK.
Behavioural segmentation: This market has divided on the basis of individual culture, religion,
belief, attitude, purchasing power of customer. Cited organisation has firstly give this tour
packages to loyal customers.
Psycho graphic segmentation: In this factor, market is split on the basis of lifestyle, interest,
attitude, psycho graphic conditions of customers that largely;y impact the working and
profitability of company. UK Based individual are largely expend their time and money for
leisure activities with their family and friends. Thomas cook has firstly provide this holiday
packages to customer who easily adopt this services. With the help of psychographic
segmentation, company has largely offer high end services to their clients that makes better
profitability and goodwill in long run.
Demographic segmentation: According to this segmentation, entire market divided on basis of
age, gender, sex, colour, education, knowledge and skill. With the help of this element, it is
easier for company to provide better services to large number of customer on the basis of their
income level and different age groups. Cited company has arrange various adventure tour
packages and methodological places packages for both young generation and adult human being.
This attracts more customer are interested to purchase this packages and spend their leisure time
with friend and family member.
TASK 2
2.1Importance of strategic marketing planning for Thomas cook.
In organisation, top level manager has made the long terms marketing strategies that help
for achieving goals and objectives in effective manner. Cited organisation has prepare their
marketing strategies in term of sales and expansion (Thakran and Verma 2013). They want to
increase their revenue and expand their business at domestic as well as international level. This
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element helps to attract various customer to purchase tour packages in Morocco and Egypt in
2018.
Company has provide service according to need and want of customer, this helps for gain
profitability and success in long term. This planning procedures helps to company to identify
their internal factor include strength and weakness and external factor that involve opportunity
and threats. With the help of this analysis company achieve competitive advantages over another
competitor in market place. Strategic planning helps for company to see their potential customer
and give valuable services that helps for achieve profitability and success in long term. Company
has identify their internal competencies that help for overcome weakness and threat in market
place.
Marketing planning will help to company to promote their tour plans in a better manner,
promotional methods has to be selected according to the market so it marketing planning can be
helpful for the company to determine the promotional method. It can help to the company to
make a better change in the facilities which will be provided by a Thomas Cook on a tour to their
targeted customers. Main significance of the strategic marketing planning is that, it helps to
provide a proper customer satisfaction to tourist on the tour which can help to the company to
develop a better image among their targeted customers.
2.2Discuss the relevance of marketing research and marketing information to manager.
Cited company can easily identify the needs and wants of large number of customer with
the help of marketing research. They obtain information about taste and preferences of customer
and mainly work for allocate better services to their clients or customers. Manager has easily
obtain information relate to target consumers. The research technique are very much helpful for
company to know the needs and demands of customers that helps for gain profitability and
success in near future. Thomas cook manager has provide attractive facilities to visitors, they
offer discount in summer holiday package 2018 so more customers are interested to purchase
this packages. This research help for company to gain sustainable advantages and survive in long
term.
Advantages of marketing research are as follows:
 It is customer centric method: In Morocco, various customers are not fully satisfies their
needs and wants so cited company has work for full filling it this preferences with the
help of marketing research. This will helps for company brand and goodwill. Company
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has consider interest, value, belief, need, and demand of different customers according to
this analysis they provide services. Manager has to maintain relationship with their
potential customers and worker, so employees has perform their work with full capacity
and efficiency (Thakran,and Verma 2013).
 Focused on activities: Company has concentrate those areas that need for improvement
and development with help of marketing reach. Thomas cook has manipulate their
operation or activities that helps for meet satisfaction level of customers.
 Improve growth opportunities: Manger has concentrate those areas which gives
opportunities to company in order to gain profitability and success in near future. They
assess those sites that develop their brand image (Sotiriadisand Van Zyl 2013).
 Forecasting: With the help of market research, company has identify the future needs and
wants of customers and according to this demand they modify their business activities,
this help to fulfil l the long term goals and objectives of company. They also innovate
various products and services using technology advancement that meet future customer
needs. Company has gain competitive advantage in market.
 Analyse competition level: Cited company has determine the market condition of
Morocco and their competitors in market. This factor influence company profitability and
growth in long run. With the help of analyse competition level, company has gain more
knowledge of their challenger in term of product pricing, potential customer and
strategies etc. These factors helps for company for achieving favourable result over their
competitors (Buhalisand Foerste, 2015). Organisation has use various methods for
compete their rival group.
2.3Influence of marketing on society.
Thomas cook has generate various goods and services to their large number of customer.
They offer services like low cost carrier, aeroplane route etc. and provide packages with low cost
that more customers are interest to purchase holiday packages and spend more time for leisures
activities (Gertner 2011.). Thomas cook has produce 24 hour service that connected to their
customers. They also offer low prices to customers as compare to other competitor in same field.
Large number of customer has preferred this company because they maintain relationship with
their clients. They heard their problems and remove any misunderstanding that create conflicts in
organisation. Every customer want better services, fair prices which this company has provided
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to their customers. Thomas cook has incorporate their marketing activities with CSR operations
that impacts the working of company and get profitability in long run. They take various
measures that improve and develop company goodwill. They reduce to consume electric power
in their enterprise (Hudsonand Thal 2013). They also invest their funds in various charitable
campaign that helps for maintain goodwill. CSR activity helps for company for earn productivity
and success in near future, they earn respect and recognition factor from potential customer and
society of Morocco. Thomas cook maintain good relationship with their large number of
customers so they achieve profitability in long run. They also reduce the emission gases that
adverse affect human health. Company stakeholder also working for fulfil their needs and wants
of customers. This includes employee, customer and other investors.
TASK3
Covered in PPT
TASK 4
4.1Role of promotional mix.
Promotional mix is one of the most important element of marketing mix. Company has
provide better services to large number of customers. Thomas cook use various elements of
promotion mix that help to generate sale revenue of holiday package 2018. In promotional mix,
there are four elements are mentioned below:
Advertising: This factor help company goodwill and improve their brand which result
increasing sales. Cited company has promote and advertise their packages with the help of
various tools such as television, radio, newspaper and magazines. Through this factors customer
enhance knowledge relate to this new holiday packages. They also give advertisement in movie
hall that helps to attract more customers. They establish various tageline that helps for draw more
customers and company earn profitability in long term.
Public relations: Cited company maintain their relation with public. They also develop their
relationship with various medial that helps for company to enhance their reputation in large
segment of market of Morocco and Egypt. They use various innovative software wit help
advancement technology that create friendly environment in company.
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Personnel selling: Cited company has appoint sale manager. With the help of sale manager
company communicate all features, prices, facilities and perquisites relate to tour to their
potential customers. This method build relationship with manager and customers. This individual
has solve any confusion or grievances exist in company.
Sales promotion: Cited company has adopted various promotion tools that help for increase
sales revenue. Company has provide discounting offer, premium offer to large number of
potential customers, this method help business earn profitability and growth in long run. They
establishes the mobile application facility to customers that helps for booking online tickets in
advance relate to holiday package.
Thomas cook has launched various marketing campaign facility to target customers. they
focus for using high technology services that give awareness about goods. Customer is blood for
every business, without this an enterprise are not make profits in long run. Company package
reach wide level of customer with help of mobile apps, television and other promotional
campaign. Cite company has provide their services to both retail and business customers. They
establish their summer holiday package in tours and travel website that attract most customer to
purchase tickets. They also draw beautiful picture relate to packages that will appealing the eyes
of customers. With the help of various promotional tools company has achieve profitability and
growth in long run. They also spend their time and money in official sites, television add,
newspaper and magazine that attract more customers in less time.
4.2 Covered in poster
Conclusion:
From above mentioned report, it is concluded that customer is blood of every business,
without this, enterprise are not make profit in long run. Organisation has take various marketing
campaign that helps for increase their sales revenue. It is necessary for company to adopt various
promotional and advertisement tools that helps for achieve profitability and growth in near
future. business enterprise can improve and develop the customer base by using effective
marketing planning. It is concluded that company has analyse their micro and macro factors that
helps for functioning of business. Company has identify needs and want of customer with the
help of various core competencies concept.
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