Thomas Cook: Marketing in Travel and Tourism Industry Analysis Report

This report provides a comprehensive analysis of marketing strategies within the travel and tourism industry, using Thomas Cook as a case study. It begins with an introduction to the concept of marketing in the sector, highlighting its importance for business growth and customer satisfaction. The report then delves into the impact of the marketing environment on Thomas Cook, examining both micro and macro environmental factors. It explores consumer motivation and demand, discussing factors such as web presence, safety, trends, and previous experiences. Marketing segmentation principles, including purchasing preferences, demographics, and geographic considerations, are also discussed. The report further emphasizes the importance of marketing planning and research, detailing their relevance to managers in the travel and tourism sector. The report analyzes the importance of marketing planning, the relevance of market research, and the influence of the market on society. Overall, the report offers a detailed overview of marketing principles and their application in the travel and tourism industry, supported by practical examples from Thomas Cook and focusing on how effective marketing can drive business success.

Marketing In Travel And
Tourism

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Concept of marketing for travel and tourism...................................................................1
1.2 Impact of marketing environment on Thomas Cook........................................................2
1.3 Factors affecting consumer motivation and demand in T&T sector................................3
1.4 Principles of marketing segmentation and its uses in Thomas Cook...............................4
TASK 2............................................................................................................................................5
2.1 Importance of marketing planning...................................................................................5
2.2 Relevance of marketing research and market information to mangers in T&T sector....5
2.3 Influence of market on society.........................................................................................6
TASK 3............................................................................................................................................7
3.1 Cover in PPT ...................................................................................................................7
3.2 Cover in PPT....................................................................................................................7
3.3 Cover in PPT....................................................................................................................7
TASK 4............................................................................................................................................7
4.1 Cover in poster.................................................................................................................7
4.2 Cover in poster.................................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is a process through which company satisfy its customers, basically it includes
various proportional activities to advertise different products as well as services. Merchandising
is an important procedure which is essential for each and every business. Marketing plays vital
role in travel and tourism industry (Nguyen and Nguyen, 2014). Almost all individuals travel in
their life for business purpose or for their pleasure. This tourism sector can enhance its growth
only by merchandising activities like promotion and advertisement. The travel and tourism
(T&T) is a huge sector because it covers many Britisher due to their travelling arrangements.
This business help people to manage their travailing needs such as flight management, hotel and
recreational options. To attract more customers this industry takes help of various marketing
professionals to deliver its services (Kandil, 2015). This project is based on ''Thomas Cook
Group'' which is tour operator company. Its management team is making future plan to make a
summer 2018 holidays to visit Morocco and Egypt. This enterprise is making some marketing
strategies to attract new customers and also for providing facilitated tour packages.
TASK 1
1.1 Concept of marketing for travel and tourism
Marketing is one of the most important core activity which is used in almost all sectors.
Basically it can be define as a process which is highly used by small and large corporation to
deliver their products and services to their customers. Bo doing this activity company can
enhance its sakes volume and also other profits such as productivity and so on. Travel and
tourism sector includes various activities which takes this industry to higher position. This sector
is totally depends upon marketing concept. If Thomas cook wants higher success then it have to
follow various merchandising activities and practices.
With the help of appropriate marketing strategies organisation can easily analyse market
place and its current trends, it also helps in evaluating competitors position in marketplace.
Through effective utilisation of merchandising, managers of Thomas cook can make impelling
schemes which helps it in getting immense success. To satisfy customer demands firm have to
use marketing strategies which provides proper consumer gratification and also enhance
customer loyalty (Nguyen, 2015). Through using merchandising concept in travel and tourism
sector, travel agencies can promote its services worldwide and also can attract a huge number of
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customers which will results in their higher financial profit. In recent time, marketing have
become most important aspect for travel and tourism industry as it helps in promoting and
advertising its various services, so that people can get aware about them.
Generally, marketing includes some important aspects such as what is trend of market,
what customers are expecting, what are different needs and demands of clients and how would
organisation is going to manage its public relations. For making systematic merchandising
strategies plan marketers should analysis the business environment like what is in trend, what are
expectations of customers and so on. The most strong point of Thomas Cook is that it is focus on
only customer satisfaction. It provides gratification by its luxurious travelling services and
experience.
1.2 Impact of marketing environment on Thomas Cook
Marketing environment plays an important role in every business organisation. Every
company should make their strategic decisions to consider its environmental aspects. There are
some internal and external factors of environment which effects the performance of enterprises.
Various environmental changes influence organisation to modify its existing organisational
structure and marketing strategies (Levit, Cismaru and Zederayko, 2016).
Thomas Cook is tour operator which is located in United Kingdom and it also world's
fourth largest travel company. Which is currently making plans for summer 2018 holidays to
visit Morocco and Egypt. This firm provides its services to almost all important destinations. But
due to various environmental changes this organisation is focusing on its marketing strategies so
that it can compete in market place and also improve its current performance. This enterprise is
also evaluating previous and current trends of marketplace. Thomas Cook should consider
business changes while developing and introducing new product or services in market, so that it
can retain its long term goals. Travel and tourism industry has faced various problems because of
change in customer trends and social factors. While making decisions Thomas Cook consider
various micro and macro factors of environment which are following as under:
Micro environment: It is generally known as internal factors of company and these are
controllable in nature. It involves organisational structure, strategies, plans, internal
communication, external communication, customer satisfaction and so on. With the help of
effective marketing activities travel agencies can provide better services to its customer by which
clients can be gratified. Through using promotional activities travel and tourism industry can
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communicate with their potential customers. If company will not use merchandising in an
appropriate manner than it can not satisfy its customers as well as its employees which will
influence a negative impact on organisational performance.
Macro environment: This involves external factors on which company do not have
control, normally it includes political, economical, social, cultural, technological and legal
aspects which influence business enterprises externally. Through conducting market research
travel agencies can get aware about the different needs and demands of market and than can take
appropriate actions accordingly. Merchandising concept help travel and tourism industry in
evaluating the external environment of business. In this it determines that, what are legal aspects
which can affect organisational performance, what is buying power of customers, what political
issues are arising in now days and so on.
1.3 Factors affecting consumer motivation and demand in T&T sector
Motivation and demand of customers are influenced by various factors. Travel and
tourism industry can positively influence its customers by using effective marketing strategies
and providing them better satisfaction. Customers invests in this industry if they are highly
motivated to experience its luxurious services. There are various elements which effects
motivation and demand of clients which are following as under:
 Web: By taking help of internet travelling agencies can approach various web users. In
present time, most of people are using technological factors such as emails, social sites
and so on. These are some factor of online marketing through which Thomas cook can
motivate people to use its luxurious services. It also helps travel and tourism industry in
increasing demand of its services among individuals.
 Safety and health: If travel and tourism would provide safety and security needs to
customers then clients will show their positive response towards this industry. Most of
people are terrified by terrorist attacks which demoralise them to go for travelling
sector. Through providing various health and safety services Thomas Cook can
influence people to experience its different services. Generally, individuals consider
those areas where they feel safe(Ali, 2014).
 Latest Trends: When popular celebrities visits a place more frequently then it is
determined as trending place which motivates other people to visit it in future. Along
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with this, brand ambassadors of travel and tourism industry also motivates people to
use its luxurious services.
 Previous experiences: Good experience of travelling also influence people to visit that
place repeatedly. If Thomas Cook will provide better services to its customers then it
will motivate them to use its services over again. People can have positive as well as
negative experiences so, it is responsibility of travel agencies to provides high qualifies
services to customers so that that get motivated to use their services repetitively.
 Purpose: It is the most important factor which motivate customers to use tourism
services. They can use travelling services for various purposes such as for vacations,
enjoying seasons, business purpose, urgency, pleasure and so on.
Hence, these are some most important factors which increase motivation and d
demand of customers to use travelling services.
1.4 Principles of marketing segmentation and its uses in Thomas Cook
Marketing segmentation can be defined as a procedure in which business enterprise
divide its market in different areas. Mostly organisation segment their work according to market
and customer preferences (Nguyen and et. al. 2015). There are various principles of marketing
segmentation which is followed by Thomas Cook and these are following as under:
Purchasing preferences: Buying power of customers influence business organisation in
segmenting their market. People purchase products and services according to their life style.
Rich people generally prefer banded and qualified goods. So Thomas Cook should segment their
market to consider purchasing preferences of its customers.
Demographic: Demographical factors help travelling agencies to divide their market on
the basis of income, age, gender, family and so on. While doing market segmentation Thomas
Cook segment its market in five major areas which are German airways, Central Europe, United
Kingdom, Northern Europe and West Europe.
Geographic: According to this principle, segmentation should be divided according to
geographical locations. Normally needs of individuals are determined by their location. Thomas
Cook should segment its market to consider the different geographical factors.
Situational Preferences: Different situations of individuals also affect the marketing
segmentation of travelling industry. If people have favourable situations then they would prefer
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to choose travelling services but if persons have unfavourable situations then they try to avoid to
prefer travel and tourism services.
Hence, these are the some principles of marketing segmentation which influence
merchandising decisions of travel and tourism sector.
TASK 2
2.1 Importance of marketing planning
A well strategic marketing plan provides the structure for continues growth of
organisation. To better understanding of market, it helps the organisation to make better
decisions about products and services. Strategic management planning includes the situational
analysis concept where the internal and external analysis of micro and macro environment
factors that have impact on working environment of organisation. Organisation to analyse their
competitive environment and advantages with the help of porter 5 competitive forces model.
Strategic management plan also helps the organisation to know that where it want to go (Sawad
and Aissaoui Saraf, 2014). It also clears the useless resources and improve the proper utilisation
of resources to increase their productivity. Through using marketing planning Thomas Cook can
get various benefits which are following as under:
 It helps in determining actual need and demands of customers.
 Through making effective marketing plan travel agencies can satisfies their clients in an
effective and systematic manner.
 Various activities of marketing helps in attracting more customers which helps in
increasing organisational profit.
 Through this Thomas Cook can set its objectives in advance and than can take required
action to fulfil them.
Hence, these are some importance of merchandising plans by which travel and tourism
sector can get higher success. It also helps travel agencies in increasing their performance in
competitive market.
2.2 Relevance of marketing research and market information to mangers in T&T sector
In resent time, travel and tourism is becoming huge industry, which is a combination of
various business. People mostly travel in their life for business purpose or for their own pleasure.
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In marketing management, the most important activity is to determine various needs and
demands of market and customers. Before making merchandising decisions travelling agencies
should analyse market research and gather informative data so that it can make its plans
according to environmental conditions and changes.
It is the huge responsibility of marketing mangers to do appropriate research of market
before taking any decision. Business persons of Thomas cool should use merchandising
investigation to enhance its growth and development (Standing, Tang-Taye and Boyer, 2014).
By using this approach company can increase its profitability and productivity, also it will help
organisation to analyse competitor's position in market place. By evaluating previous trends firm
can determine that what kind of necessary actions should be taken. Mangers have a great role in
marketing plan and strategic management.
2.3 Influence of market on society
Market is a place where many buyer and sellers come together to buy and sell some
products and services. This process is known as merchandising. This is the most important aspect
which satisfy different needs and demands of people. Marketing is a term which means to
provide the goods and services to ultimate consumer. It is a process by which organisation build
their benefits and customer relationship in order to trapping the value from customer in return
(Nguyen, 2015). Marketing plays an important roles in society and its impacts on everyday life.
It provides services such as selling, marketing, advertising, product promotion, distribution,
retailing, supply and logistics and product management. With the help of marketing sellers can
get financial profit and buyers can satisfy their wants. There are some positive and negative
influences of marketing in society.
 Positive influences: There are many positive effects of marketing on society. It help to
identify and develop new and effective commodities and many of these commodities are
benefited for society. For example: Products like helmets and airbags for two wheelers
and four wheelers reduce the number and seriousness of injuries from accidents. Well
developed marketing systems and philosophies in our country to enhance the standard of
living of society. Marketers will have strong relationship with its customers so they
achieve their goals and objectives effectively. Market research is a huge concept of
merchandising which helps marketers to identify that what their customer actually want
from them.
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 Negative influence: There are some negative effect of marketing in society. The concept
of marketing is a ideology of customer satisfaction and mutual benefits. But these
concepts are not followed by some of marketers (Hoa, 2014). It receive much criticism.
Some exercises of marketing practices a re injures the consumers in some ways such as
they put high prices of product which are not good for consumers because many of these
consumers are not afford. They also provide poor selling to poverty line. Marketers
charges the high advertising and promotion prices of products. Some business
organisation does not provide quality goods which can harm people or can become big
health issue. In online merchandising marketers deliver unwanted products to customers
which waste their time and also influence a negative impact on organisation.
TASK 3
3.1 Cover in PPT
3.2 Cover in PPT
3.3 Cover in PPT
TASK 4
4.1 Cover in poster
4.2 Cover in poster
CONCLUSION
Through concluding this project report, it is concluded that marketing is the main strategy
to increase growth and performance of every business. In present time, most of people are
approaching T&T industry for their business reasons and own pleasure. Travel and tourism
sector is also using various merchandising schemes to increase its customers and also providing
them better gratification. This report is based on Thomas Cook group which is a tour operator
organisation and it is making plans for summer tours in 2018. This company is targeting
Morocco and Egypt to visit in upcoming time. For attracting new customers, this firm can use
marketing strategies. Through merchandising schemes Thomas Cook can target its potential
customers and also can provide them better services. Marketing team of this company can use
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promotional mix to increase number of its clients. To pull new individuals it can use different
social media channels by which it can advertise its various services in the mind of people.
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REFERENCES
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sensitization. Journal of Relationship Marketing. 13(1). pp.70-87.
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products. Academy of Marketing Studies Journal. 19(1). p.177.
Nguyen, T. T. M., and et. al., 2015. Analyze Customer Behavior Of A Local Soft Skill Training
Center In Case of BMG International Education (Doctoral dissertation, FUG HCM).
Saraf, C. U., 2014. Elements of managing transfer of technology from laboratory to industry:
Technology Transfer Management (TTM).
Sawad, A. B. and Aissaoui, A., 2016. Oncology Drugs Lag Between Europe and other Countries:
Comparaison between EMA and others Agencies (FDA, Health Canada, TGA, and
Swissmedic). Value in Health. 3(19). pp.A164-A165.
Standing, C., Tang-Taye, J. P. and Boyer, M., 2014. The impact of the Internet in travel and
tourism: A research review 2001–2010. Journal of Travel & Tourism Marketing. 31(1).
pp.82-113.
Online
Concept And Meaning Of Tourism Product.. 2017. [Online] Available Through
<http://marketinglord.blogspot.in/2012/10/concept-and-meaning-of-tourism-
product.html> [Accessed on 2 February 2017.]
The Promotional Mix: Target Markets, Buying Decisions & More. 2017. [Online] Available
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