Strategic Marketing Plan for Thomas Cook: Egypt and Morocco Tour

This report delves into the core concepts of marketing within the travel and tourism sector, using Thomas Cook as a case study. It examines the impact of the marketing environment, consumer motivation, and market segmentation principles. The report explores the importance of strategic marketing planning, market research, and the influence of marketing on society. Furthermore, it analyzes factors affecting consumer behavior and demand, including purpose of travel, the role of the internet, safety concerns, and current trends. The report also outlines the principles of market segmentation, including demographic, purchasing preferences, situational, and geographic factors. Finally, the report covers strategic marketing planning, emphasizing the importance of setting goals, understanding competition, identifying customer groups, and establishing marketing goals to ensure business success within the competitive tourism industry.

Marketing in TTM

Table of Contents
INTORDUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Core concept of marketing...............................................................................................3
1.2 Impact of marketing environment....................................................................................4
1.3 Factors affecting consumer motivation and demands......................................................5
1.4 Principles of market segmentation...................................................................................6
TASK 2............................................................................................................................................7
2.1 Importance of strategic marketing planning.....................................................................7
2.2 Relevance of market research and market information to manager.................................8
2.3 Influence of marketing on society....................................................................................9
TASK 3..........................................................................................................................................10
3.1 covered in PPT...............................................................................................................10
3.2 covered in PPT...............................................................................................................10
3.3 covered in PPT...............................................................................................................10
TASK 4..........................................................................................................................................10
4.1 covered in Poster............................................................................................................10
4.2 covered in Poster............................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTORDUCTION
An activity to emphasise on product development, promotions and sales of products and
services of a business entity stated as a marketing(Dahl, Eagle and Ebrahimjee, 2013). Market
analysis, product development, promotions and product distribution is covered in this. Most of
the companies which are working in manufacturing field are using marketing tactics to make
better products and services for their customers. Travel and tourism sector is one of the fastest
growing industry in the world which is having huge investments of business entity. Marketing is
having so much importance in this sector. Most of the investors and capitalist are making their
presence in this sector to invest their capital and increase their capital. So this investments is
increasing market competition in travel and tourism sector. Thomas cook group is one of the
most popular name in this sector which is having several more business which helps them in
tourism business. The company is having affair in aviation sector which helps them in
transportation of tourists. They are planning for a tour for Egypt and Morocco in summers 2017,
this is a trip for three weak, two weak in Egypt and one in Morocco. These both tourist
destinations are situated in the Africa and these are tropical destinations which is having hot
climate(Nguyen, 2015). The company is using marketing principals to make better tour package,
cited business entity is using market segmentation to make a facilities as per their customers
demands. Company want to make successful tour to make a better market position in their sector.
TASK 1
1.1 Core concept of marketing
Marketing is the basic tool in every sector to promote the business and to attract new
customers. Thomas Cook wants to retain it's customers and attract potential customers this
feature is used. In travel and tourism sector also marketing plays an important role. It has some
main concepts regarding the tourism industry. Markets- To venture into the tourism industry one has to have the complete knowledge
about the current as well as upcoming markets and industries to plan their marketing
around them to create maximum effect(Nguyen and Nguyen, 2014). Gathering the
information about the market needs and policies in the base for strategy formulation for
marketing of the Thomas Cook.

 Offers- As per the customer demands and market conditions, offers are formed to lure in
the customers to transact with the business repeatedly. In travel sector offers are designed
as per the customer needs, market trends, destinations, seasons, and for different income
sectors. Thomas Cook has to analyse the market and demands while making offers for the
customers. Consumer needs and wants- Needs and wants of consumer are driven by it's
psychological nature in addition with his purchasing power for any product. In this case
when a consumer has wants and willing to pay for it, it converts into demand. In tourism
industry also, a consumer is driven by its demand and therefore, while marketing the
Thomas Cook has to take this factor into consideration to expand its customer
base(Standing, Tang-Taye and Boyer, 2014).
 Public relations- While selling and marketing are the main parts of marketing,
maintaining good relations with the customers is equally important. It ensure the
recurring visits of the customers and makes them feel valuable part of the business. It is a
psychological feature which promotes loyalty towards the firm.
1.2 Impact of marketing environment
Marketing environment is a term defining the factors that affect the process of marketing
for a company. It includes factors such as micro(internal), macro(external) and meso(in the
industry)(Dahl, Eagle and Ebrahimjee, 2013).
In the case of travel and tourism company, Thomas Cook formed in 2007 by merger the
marketing industry was not something new for it as it was already operating in the industry as
other companies. Marketing environment plays an important role for this business also as it has
to keep up with the latest market trends and customer demands while planning the travel
packages. Thomas Cook is considered as fourth largest travel company as of now and most say
that Egypt was the making of Thomas Cook(Nguyen and Nguyen, 2011). As not being a
developed country, Egypt faced a lot of problems before tourism became one of the major source
of income for the country. Unlikely in Morocco, a developed country the tourism was a well
developed sector and is second largest source for foreign exchange in the country. It is also home
for nine World Heritage sites of UNESCO. As it was well developed industry, Thomas Cook did
not have to work it's way through bottom in this country. But being a new entrant in the

Moroccon travel industry it had many competitors to keep up with. Some marketing
environmental factors are here which impacts on the Thomas Cook;
Competition; It is having huge impact on the company's products and services, their package has
to be on competitive price range to reduce competition.
Foreign exchange; As they are having tour for Egypt and Morocco they have to make
investments in that time when foreign exchange is profitable for them. It impcats on the cost of
the tour.
Customer demands; It effects on the cost and prices of the tour package, if the Thomas Cook is
having advance demand for this tour, they can set profitable price for their tour.
For travel and tourism industry in Egypt it has always been a challenge to lure tourists in
the country due to it's political and cultural differences. It was unable to create a hospitable
environment for the tourists many a times. After the pyramids being included in the seven
wonders of the world it has become a major tourist attraction. However, Morocco which has
always been a safe country for tourists is now facing a problem with the tourism due to the
threats of terror attack on the country(Kandil, 2015). While it has been not under attack since
long, it is still considered unsafe by many for now as it shares the same borders with the
countries under terror attacks.
1.3 Factors affecting consumer motivation and demands
Travel and tourism sector as a service providing industry has to plan it's marketing
around the latest marketing factors and consumer preferences. To invest in travel, being a luxury
for consumers they have to be motivated to pursue the activity by marketing the service in the
best way possible. The factors affecting the motivation and demand in consumer for this sector
are: Purpose- The purpose for travel is the main reason considered by the tourism industry to
evaluate the travel pattern of the consumers. It depends on the factors such as seasons,
vacations, urgency, etc. If the purpose of the travel is for leisure then the consumers are
expected to be more responsive to offers but if the reason is to meet or to attend any event
then it reduces the options to choose. Internet- The extensive use of internet has made the consumers open to a wide variety of
options which makes the travel companies to keep up with the competition and make the

best offers possible(Nguyen and Nguyen, 2010). But with the array of options present it
also makes the task complex for the user to choose the best option. Safety and health- The biggest issue faced by the tourism industries today is of safety
and health of the tourists. The priority of most of the consumers is safety of themselves
and their families travelling with them. If any destination no matter how alluring and
affordable the travel might be, is not considered only because of the health and safety
issues. Latest trends- The latest trends of tourism are also a major reason of travelling now days.
When any destination is visited frequently by famous personalities and the same is used
in marketing, it is expected to set a travel trend for the place. Experiences- For many travellers the visits are based on the past experiences of either the
place or the travel company. As it is said first impression is the last impression, it tends to
prove true when tourists visit a place and experience their culture and social life or travel
through any company.
 Cultural and beliefs; Languages, thoughts and actions comes in the culture of a country
and beliefs involves religious and social groups of a particular demographic. It is having
huge impact on their customers. Most of the tourist wants to explore the culture and
beliefs of Egypt and Morocco.
1.4 Principles of market segmentation
Market segmentation is a process of choosing and classifying the consumers for a
business in different categories for marketing planning accordingly and to focus on different
segments at a particular time(Sorensen, and et.al., 2011). Thomas Cook, a travel and tourism
company follows this process as well. This process is guided by some principals such as: Demographic- Demographic factors are those which divide the market on the basis of
gender, age, family size, income, etc. Thomas Cook has divided its segments majorly in
five divisions as UK, Central Europe, German airlines, West Europe and Northern
Europe. Purchasing preferences- The style of purchasing of the customers and in market is taken
into consideration as well. Thomas Cook should analyse the purchasing style of its clients
as they prefer quality, service or prices.

 Situational preferences- In the unnatural situations regarding social or economical
conditions of a place the customers tend to either avoid it or are attracted towards it
immensely. The travel company Thomas Cook have a specialise team for these
situational analysis to change the planning when needed.
 Geographic- In this type of segmentation the customers are classified according to the
geographical locations(Nguyen and Nguyen, 2010). Their needs and preferences are also
according to their location. Thomas Cook should divide its customers according to is
segmentation while planning for marketing. As they are having different geographical
conditions in the UK it differs the human needs on the basis of particular demographics.
TASK 2
2.1 Importance of strategic marketing planning
Strategic marketing planning is the process to plan all the activities of marketing which prevents
any impulsive decisions(Standing, Tang-Taye, and Boyer, 2014).
 To set goals- When predefined goals are set, it ensures a direction to work in and to
reach the company objective. It helps to decide the plan of action according to the
market and the customers. Thomas Cook, one of the largest tourism company
executes this process while planning the marketing the strategy.
 Competition- Your marketing strategy planning is the one which can set you apart
from your competitors in the market. Thomas Cook also faces a fierce competition
from all the other tourism companies even though it is in the market from a long time.
Therefore, it is important for every company to keep up with the latest demands and
trends to be a success in the long run.
 Customer group- The target customer group of any company defines it's approach in
the market(Nguyen and Nguyen, 2011). It can change this according to the need but it
is important to have a customer group to focus upon to maintain the customer base.
Thomas Cook has also categorised it's customers in different groups to plan its
marketing differently for each.
 Marketing goals- To set marketing goals is one of the foremost activity in the
planning process. It helps to identify the market and potential customers for the

business. Thomas Cook had set goals to expand it's customer base in other countries
as well and then it helped to develop tourism in the developing countries as well.
 Efficient use of resources- With the limited resources, a company to operate in an
efficient manner needs a strategic plan of marketing. The travel company Thomas
Cook also started as a small company but with utilizing it's resources efficiently it
expanded all over the world.
They have to use skilled person in each teams which helps to their teams to attain their goals.
This one is helps to the Thomas Cook to make their tour successful by fulfil the requirements of
the customers. By this the can increase the efficiency of their teams which are working for
different types motives like; advertising, promotions, sales etc.
2.2 Relevance of market research and market information to manager
Market researches are essential for product development, as Thomas cook group want to
make successful tour, they have to make proper market researches to analyse about customers
and acts of competitors. Market research is done by the marketing teams and it have to be done
in a perfect manner(Nguyen and Nguyen, 2011). It is a medium to know about the needs of
customers and their expectations for a particular product. As the business entity is planning for a
tour, they have to make market researches by their marketing teams. Managers can make better
plans and strategic for their customers. Marketing managers and board directors can get a
knowledge about their market competitors and their plans which is essential for the company. As
the tour group is planning for summers tour in Egypt and Morocco, they have to be aware about
the plans of competitor companies and their summer plans and packages. They can make
competitive products and better facilities to increase their efficiency as compare to their
competitive companies.
Market researches are having a result which can be called as a market data or
information, which is having a particular data in numbers. These data are related to the
customers and challenger companies. Each and every company is planning for summers and it is
necessary to know about their tourist destinations. It helps to reduce clashes in tourist
destinations, facilities and dates(Nguyen and Nguyen, 2012). Marketing teams can use market
informations to make suitable promotions for their tour packages. Thomas cook can make better
plans on the basis of market information. Market researches and marketing information helps to
manager in marketing plan and strategy making for particular tourist destination. Market

researches helps management and company to make their better position in the market. The
Thomas cook group can make better plans and facilities for their customers by making market
analysis.
They can use these two types of market researches to gain market information;
Primary market researches; They have to research in their target market to know about the needs
of their customers and perfect prices for their tour which their tourist can pay easily. They have
to make a team which have to analyse their target market and collect information from their
customers by using a questionnaire.
Secondary market researches; This market research can be done by old data which they can
collect from blog, government surveys and reports published in newspapers and magazines.
2.3 Influence of marketing on society
Marketing is a subject which is having a straight connection with the society where the
company is making targets for their customers. Mostly companies are using market research
which is done on target customers. Most of the times company is using their marketing research
tactics and a particular format to know about customers expectations and feedbacks for their
services. As the company is planing for summer tours in Morocco and Egypt, they have to aware
for customers expectations and demands for both particular destinations. UK is known for their
cold climate and most of the peoples are habitual for this climate zone so it is not easy to survive
for them in Egypt and Morocco, so company has to know about their needs in that particular
tourist destination. After it they have to make facilities which can provide them satisfaction in
the tour.
So whenever company starts their marketing campaign it impacts on their society and it
increase their market position(Nguyen and Nguyen, 2011). Most of the peoples are educated and
they are now future oriented. Peoples wants to be explore new places and company is giving an
opportunity to explore new destination which is having different culture and environment.
Company have to use positive marketing where their marketing persons has to be polite when
they are working in the market. It makes a positive and sensible impact on society, it helps to
built a positive brand image on targeted market. In make a presence in the market and develop a
demand in the targeted society(Nguyen, Nguyen and Barrett, 2007). Peoples gets attracted by the
marketing activities and it motivates them for tourism. It is essential to do the right thing on the

right place to make positive mark on the society and if the marketing person's are not doing this
it can make negative impact also.
Positive impact; It includes the society in the marketing to gain market informations and as well
as the society feels like a part of the organization.
Negative impact; Some times when some companies are targeting on a particular market and
they are organising their marketing activities in the same area, it creates a disturbance on that
particular society and it makes a bad effect on their peace of living.
TASK 3
3.1 covered in PPT
3.2 covered in PPT
3.3 covered in PPT
TASK 4
4.1 covered in Poster
4.2 covered in Poster
CONCLUSION
The above concluded report is having focus on the tourism industry and marketing needs of
tourism company. Thomas cook group is a well known company in travel and tourism industry
and they are planning for summer tours in 2017. They are having target on Egypt and Morocco
which is having huge difference from UK climate. The company wants to make successful tour
so they have to make facilities better as per the requirements of their customers. So they have to
make proper market analysis and segmentation of targeted customers to make differentiation in
facilities. The marketing team is using marketing principals to make better products and services,
they have to use suitable promotional mix to address their targeted customers. As they are having
focus on youngsters, they are using social media and promotional videos to generate a demand
and advertise their product in their targeted audience.

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The Promotional Mix: Target Markets, Buying Decisions & More. 2017. [Online] Available
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