Strategic Marketing Plan for Travel and Tourism (Thomas Cook)

This report provides a comprehensive analysis of marketing principles within the travel and tourism sector, using Thomas Cook as a case study. It explores core marketing concepts, the influence of the marketing environment, and factors that motivate customers. The report delves into market segmentation strategies and the importance of strategic marketing planning, including Porter's Five Forces and Ansoff matrix. It examines market research's significance, the impact of marketing plans on social perceptions, and challenges related to the marketing mix elements. The report also highlights the importance of the service sector and the concept of the total tourism product, concluding with a poster presentation (included) and references. The report covers topics from understanding customer needs to the effect of external factors on the industry's development, offering a detailed examination of marketing in the context of travel and tourism.

MARKETING IN TRAVEL
AND TOURISM

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Core concept of marketing in context with travel and tourism industry..........................1
1.2 Consequence of marketing environment on development of travel and tourism industry.2
1.3 Factors influencing customer motivation in tourism sector.............................................3
1.4 Principles of segmentation in marketplace on the basis of customer needs in tourism
sector.......................................................................................................................................4
TASK 2............................................................................................................................................4
2.1 Importance of developing strategic marketing planning in actions of tourism industry.. 4
2.2 Significance of market research in growth of travel and tourism industry......................5
2.3 Affect of marketing plans and its strategies on social life and their perception...............6
TASK 3............................................................................................................................................6
3.1 Various issues faced in development of product, price and place elements of marketing
mix..........................................................................................................................................6
3.2 Importance of service sector in growth of travel and tourism sector...............................7
3.3 Concept of Total tourism product in tourism business.....................................................8
TASK 4............................................................................................................................................9
Included in Poster...................................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
The marketing process can be defined as the group of activities carried out in relation to
exchange of material, thoughts to anticipate, interpret and accomplish consumers wants and
desires goals efficiently. These activities can be refereed as informing, selling or making good
relationship with the clients, customers that add value in their satisfaction level and alas
contribute in social goods also (Buhalis and Foerste, 2015).
Thomas Cook is the business organisation working in travel and tourism sector in order
to deliver best quality services to the large numbers of tourist from different parts of world. They
are providing different type facilities to the traveller as per their requirements and holiday
packages they have paid for in order to building customer loyalty and develop them as an regular
customer for company (Ashworth and Goodall, 2012).
In this particular report the various concepts of marketing are discussed. This also studies
the various elements of marketing mix used by Thomas cook company for effective strategic
marketing planing to organise and profitable integrated marketing campaign for holiday
packaged for 2018 in Turkey and Spain.
TASK 1
1.1 Core concept of marketing in context with travel and tourism industry.
Marketing are the set of exchange activities which involves developing an relationship,
communication with the clients to identity their needs and wants and satisfy them by selling
them quality predicts and services of the organisation. The marketing concept brings a new
direction of development for the modern marketing plans and activities. The companies like
Thomas cook are engaged in having the organisational goals and targets through providing
satisfactory services to the travellers in travel and tourism industry. The activities of the
marketing plans is following different type of organisation like Product concepts, Production
Concepts, Social marketing concepts, Marketing Concepts and the Selling concepts in order to
achieve the targets of business firm efficiently (Crooks and et. al., 2011).
The concept of marketing in travel and tourism involves the following actions which are,
 developing newer marketing needs and wants in marketplace and in minds of customers,
 then analysing the competence and compatibility of the product of travel and tourism
industry in order to evaluate its efficiency in accomplishing all needs of travellers,
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 this followed by providing the customers with value for money services by the tourism
company in order to satisfy them and
 establishing and transactions relationship of goods and services with the clients in
marketplace, Influence the needs of market and customers wants with the products and services of
tourism firm.
Changing trends of marketing in travel and tourism industry are that in toady's
marketplace the traveller needs are changing with time and they are engaged in luxurious
travelling which are exploited by the Thomas cook to provide them satisfactory services.
1.2 Consequence of marketing environment on development of travel and tourism industry.
The various constituents of marketing environment largely influence the development of
travel and tourism industry to large extent. The marketing environment constitutes the external
commercial environment in which the tourism companies are working to achieves their business
gaols effectively (Dasgupta, 2011). So, in order to react responsibly towards the changing
aspects of marketing surrounding the Thomas cook have to develop various strategic plan to
promote their products and services effectively in marketplace. The influence of macro and
micro marketing environment to the functioning of Thomas cook organisation are discussed
below.
Constituents of Micro environment:
Customers: The customer constitutes the micro environment of business organisation.
The customers wants and needs largely influence the working and profitability of travel and
tourism company. The satisfaction level of the traveller contributes in developing brand loyalty
with the services of Thomas cook.
Competitors: Competitors may have positive as well as negative affect in the growth of
any industry. As the competitors are providing huge variances in their services which may act
negative for the sale of Thomas cook as more customer will be attracted towards other business
firm in market (Evans, N., Stonehouse and Campbell, 2012).
Suppliers: Suppliers in travel industry largely affects the satisfaction level of customers
and also influences the internal functionality of tourism company. As the hotel, restaurants,
airline companies are supplier for the services of Thomas cook to their clients and these are the
personnel whose products and services are ultimately used and experienced by the traveller. So,
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quality services of supplier contribute in increasing profitability of tourism industry to large
extent.
Constituents of Macro environment:
Demographic: These are the factor which can not be controlled by the companies
engaged in delivering their services to the tourism industry. But this aspect of macro
environment affects the internal functions of Thomas cook to large extent as this involves the
age, income, gender of individual involved in availing the sited firm services.
Society: This is having great influence on they sales of particular location holiday
packages and also this effects the purchase made by the person belonging to specific group and
communities (Garín-Muñoz and Pérez-Amaral, 2011).
Politics: The political instability of destination or originating nation of the traveller also
largely influence the profitability of the Thomas cook and the firm is to develop various
marketing strategies in taking consideration of political aspects of nations.
PESTLE analysis can be used in order to evaluate the various influencing factors to the
marketing plan of travel and tourism industry. The various aspects of the macro environment like
political, social, economical and environmental influencing the marketing strategies of Thomas
cook top large extent.
1.3 Factors influencing customer motivation in tourism sector.
Customer motivation is necessary for acting any of the organisation profitability in
marketplace as this is the aspects who encourages any client to be involved in busying behaviour.
The companies are engaged in executing various activities to motivate the clients to make
purchases. The motivation level of the customers of the Thomas cook is affected by many factors
which are discussed below:
Attitude of the tourist: The attitude is developed after the experiences of an individual
with particular brand services and this defined the interests of the further purchases with the
company services in travel and tourism.
Perception of the tourist: While perception of an individual is defined as the early
assumption made by the individual about services of tourism industry in mind and reacting
accordingly to make purchases.
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Place of origin: The place of origin of an individual also contribute in level of motivation
for being involved in travelling (Gertner, 2011). Like for an example the American women are
more likely to make holiday plan as compared to other country women.
Market condition and money supply: The economic condition of country and the supply
of money or availability of money in hand of the reveller also largely affects the travelling habits
and ten motivation level of tourist to be engaged in availing services of Thomas cook.
1.4 Principles of segmentation in marketplace on the basis of customer needs in tourism sector.
Segmentation is the strategy involved in developing marketing plan in order to divide the
customer groups in different segment depending upon their shred needs, wants and preferences.
The Thomas cook is developing various segmentation technique in order to react responsibly in
different types of markets like undifferentiated market having same and shared homogeneous
demand; Differentiated segment involves the groups with having various demand and wants;
Concentrated marketplace focuses in the demands of the niche markets serving to the specialised
and unique products to clients desires; and customised segment is defined as the products and
services served by company to accomplish special needs of an single individual in marketplace
(Goeldner and Ritchie, 2012). The various principles of segmentation in customers group
followed by Thomas cook are as follows:
Psycho-graphic segmentation: In this type of segmentation approach the company is
dividing the customers on the basis of living standards and psychology of the clients. As the
company is providing different packages to accomplish various needs of tourists like elite
packages, luxurious holiday packages etc.
Demographic: While this divided the traveller segments on the basis of their age, sex and
gender. The company are providing different packages to the children, families, couple or
student base sin their demographic characteristics.
Geographical segmentation: This segmentation by Thomas cook company involves
segmenting the customer base on the basis of location and climatic preferences of travellers.
TASK 2
2.1 Importance of developing strategic marketing planning in actions of tourism industry.
The strategic marketing plan is selecting the activities which will be help the business
firm in accomplishing organisation goals in the marketplace. The Thomas cook company is
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developing various strategies in order to react responsibly towards the demands of markets and
proving quality products and services to the clients (Goodall and Ashworth, 2013). The sited
organisation is developing various strategies in order to market the holiday packages of 2018 of
Turkey and Spain to large numbers of customers by implementing various models like porter's 5
forces model in order to evaluate the compatibility of the action plan with respect to the needs of
firm as well as travellers with the company.
Porter's five forces model: This framework studies the competence of the Thomas cook
company in the marketplace by identifying various regulatory forces to the internal function of
firm. The five forces are (1) threat of new entrants which studies the capability of new variants in
market (2) bargaining power of clients and (3) bargaining power of suppliers which affects the
profit margin of the company by controlling of process and cost incurred in processes; While (4)
threat of substitute product (5) competitiveness of competitors also influences the firm policies
and action plans of Thomas cook to large extent (Hahm and Wang, 2011).
Ansoff matrix strategy contribute in developing effective strategy for the growth of the
business firm. This discusses about different differentiation strategy to counter new market and
existing markets more profitably. The focus strategy contribute it in developing efficient strategy
to target different kinds of tourists. Like for an example the sited company is targeting their
special packages for couples, child. Also the firm I engaged in devising different cost leadership
strategy to target the cost sensitive tourists to increase the profitability of the firm.
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2.2 Significance of market research in growth of travel and tourism industry.
The market information system is defined is the approaches to collection of data and
information from carrying out market survey to analyse the various opportunities present in
commercial environment, evaluate customer needs etc. Thomas cook is continuously engaged in
surveying the marketplace in order to carry put market research effectively to react various
opportunities actively. The importance of market research for development of Thomas cook
company in commercial surrounding are as follows:
Customer centric approach developed in market research: This particular approach
collecting the data for the defining future action pan of Thomas cook follows an approach which
focuses on the demand and wants of customers.
Concentration or key activity: The market research provides an direction to act in
market for growth of company and also brings concentration and focus in the function of
Thomas cook to deliver efficient quality services to clients (Hall, 2013).
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Illustration 1: Promotional strategies, 2017
Source 1: The Media Angel. 2015. The Media Angel launch new Thomas Cook campaign

Growth opportunities: Market research assesses the various growth opportunities
available to the sited tourism group which can be grabbed be effectively reacting to these
development options in marketplace.
Life cycle of developmental stages of travel and tourism industry for specific
destination:
The life cycle of the tourist destination or company product helps in sectioning appropriate
strategy as per the growth opportunities available in marketplace. The research is having great
relevance in determining the most popular destination to visit and target groups for the special
location. The market research helps in getting review from the customer and their satisfaction
level of tourists. So, this is the utmost role of the marketing department of business to identify
the most profitable product or service for the company. The research reviled that the travel and
tourist industry is faster growing sector in the world and can develop high amount of profit.
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2.3 Affect of marketing plans and its strategies on social life and their perception.
The Tomas cook marketing plan may contribute in the development of society or it may
negatively affects social growth in the country. The travel and tourism is having great interfering
action linking to the social life which may motivates or demotivated the social development. The
positive aspects of the marketing strategies of Thomas cook to the development of society that it
helps in developing of basic infrastructure in destination, preservation of social values and the
historic values of tourist location. While negative affect of the travel and tourism industry that
youth of society is affected by the habits of tourist to large extent and increased crime in place of
destination. Travel and tourisms sector also largely contribute in developing good relation among
the host people and the visitors (Hall and et. al., 2012). This particular industry also contribute in
enhancing the employment rate in the society and serving better life to the community people.
Another benefits of the travel and tourism sector that the companies are also engaged in
protecting natural environment of the destination as well as serving CSR activities in the society
for social welfare.
TASK 3
3.1 Various issues faced in development of product, price and place elements of marketing mix.
Elements of marketing mix
The tourisms companies are engaged in developing various services to the consumers. In order
to market their services effectively among the customers to change their perception and mind
set about the organisation services and products the business firm have to react strategically in
developing marketing mix for promoting services of tourism industry. Thomas cook is
responsibly acting towards defining the various elements of the marketing mix in order to
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Elements of marketing mix
attract large numbers of travellers towards brand products. The various element of promotional
mix are Product, price and place and promotion. Product of the tourism industry are the various
services like accommodation facilities, transportation facilities and food and beverages facilities
given to the clients. All these factor largely influence the products of company and visitors in
particular location which have to be controlled effectively by Thomas cook executives. While
process is another factor which affects the buying behaviour of the traveller with the sited
company. So this should be managed in the range of affordable prices in order to attract large
numbers of customers for company services. While place is the destination where the visitors is
willing to travel so that the company should take care of all the issues related to destination like
their climatic conditions, availability of basic facilities as will as providing proper guide to
instruct the travellers appropriately in unknown places.
3.2 Importance of service sector in growth of travel and tourism sector.
Service sector elements of marketing mix in travel tourism sector
The tourism industry should be responsible towards their services served to the customers in
order to provide them better experiences with the company services and convert them into loyal
customer with brand. In order to achieve this Thomas cook organisation have to work actively
in response to various services elements of marketing mix like people, physical evidences and
process to the customers in effective manner top develop an relation of trust and honesty with
client. The people are many influence factor for any of the company. So, Thomas cook should
hire the motivated and encouraged people so that good quality of services can be deliver to
clients and traveller. While process followed by the organisation in informing about different
holiday packages, pickup and drop facilities provided by company all contribute in the services
mix of the organisation . While physical evidence can be provide through uniform of the
Thomas cook group employees, by infrastructure offices and service centres and interior of
transport vehicles like cars, buses, airline etc.
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Service sector elements of marketing mix in travel tourism sector
3.3 Concept of Total tourism product in tourism business.
Total tourism product of Thomas cook
Tourism industry involves various type of services availed by its clients like accommodation
facilities, Leisure and entertainment activities, food and beverages, transportation facilities etc.
The person travelling for a specific location is engaged in availing these various kind of
facilities like food, accommodation, trekking etc. So, in order to provide better experiences
with the company, Thomas cook is providing total tourism products to their customers, this will
helps in providing easy accessibility to traveller in new location of travel destination and
enhancing the satisfaction level with brand services and products. So, the travel industry is
working in integration with the suppliers of various services and products needed in the
enhancing the travelling experiences of an individual. The Thomas cook is promoting their
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Illustration 2: Holiday package of 2018
Source 2: Welcome to the Thomas Cook
brochure store. 2017

Total tourism product of Thomas cook
tourism products of 2018 holiday packages for the visiting locations of Turkey and Spain.
These holiday packages are involving various facilities depending on the different needs of the
customers and their capability to spend money in different packages. Thomas cook is providing
packages for integrated visit of Turkey and Spain in one packages also serving to the individual
locations also providing total tourism packages consisting of accommodation, transportation,
food and beverages facilitates along with various leisure time activity plans.
TASK 4
Included in Poster.
CONCLUSION
This can be concluded in the ended of the discussion that the marketing strategies plays
and curial role in the development of travel and tourism industry. These the companies like
Thomas cook can be benefited through developing effective marketing plan by defining all the
aspects of the marketing mix appropriately in order to attract large number of customers. The
total tourism product provides by the sited company helps in providing better experiences with
the firm and also helps in converting the loyal customer to the brand products ad services.
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REFERENCES
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