Marketing Plan Analysis: Travel and Tourism Industry (Thomas Cook)

This report provides a comprehensive analysis of marketing in the travel and tourism industry, using Thomas Cook as a case study. It begins with an introduction to marketing concepts in the sector, emphasizing its importance in achieving customer satisfaction and organizational goals. The report then delves into the impact of the marketing environment, including micro and macro factors such as competitors, service users, technological advancements, and political considerations. It also examines factors influencing consumer motivation and demand, such as economic conditions, personal preferences, buying power, and group influences. Furthermore, the report explores market segmentation principles, including behavioral, demographic, psychographic, and geographic segmentation. The importance of strategic marketing planning is discussed, along with the relevance of market research and the influence of marketing on society. The report also includes information on the integrated nature and role of the promotional mix. The case study on Thomas Cook highlights the practical application of these marketing principles, providing insights into effective strategies for attracting customers and achieving business objectives in the travel and tourism sector. The document covers various aspects of marketing, from understanding the market to the promotional strategies, offering a complete overview of marketing strategies in the travel and tourism industry.

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 T&T sector............................................................2
1.3 Factors affecting consumer motivation and demand........................................................3
1.4 Principles of market segmentation and its uses................................................................4
TASK 2............................................................................................................................................5
2.1 Importance of strategic marketing planning.....................................................................5
2.2 Relevance of market research...........................................................................................6
2.3 Influence of marketing on society....................................................................................7
TASK 3............................................................................................................................................7
3.1, 3.2 and 3.3 enclosed in PPT............................................................................................7
TASK 4............................................................................................................................................7
4.1 Integrated nature and role of promotional mix.................................................................7
4.2 enclosed in poster.............................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing plays an indispensable role in all the aspects and areas of business in order to
promotes the products and services. In world economy, travel and tourism industry has played a
crucial role in economic significance. As per the estimates and calculations, 14% share has
covered by the stated sector. However, marketing in tourism can be understood as the
implication of the tools and techniques of marketing in the area of tourism. With the
consideration of this concept, effective strategies and plans are formulated in order to attain the
market needs and demands. The current document is prepared for imparting good level of
understanding towards the marketing importance and role in the aforesaid sector. The report is
based on the case study of Thomas Cook. The said firm is well known tour operator of UK
which operates in different parts of the world. The prepared document is about to discuss the
impacts of marketing of marketing in travel and tourism industry. Apart form this, it also consist
of the necessity of strategic marketing planning for Thomas Cook. It will assist the aforesaid
venture to make effective business decisions for the attainment of organisational objectives
(Gilbert, 2008).
TASK 1
1.1 Concept of marketing for travel and tourism
Marketing can be explained as an activity through which the products and services are
delivered to its end users. By considering the said concept the corporates will be able to enhance
their sales which leads to maximise the company profits. In case of travel and tourism business
the concept of marketing is very essential in order to attain the satisfaction level of the
customers. In the defined industry, there are different organizations rendering the same services
which are being served by the Thomas Cook. It is seen that marketing is not limited up to the
promotion of services but also aids to ascertain the various marketing practices. The
organizations can get requisite information and data with the help of marketing. As a result, the
said firm will be able to formulate the strategies in a way that the goals and objectives can be
attained. It is seen that the needs and demands of the customers can be ascertain with the
implications of marketing strategies (Jackson, 2006).
In case of travel and tourism sector marketing is the core element which enhances the
value of the sector. The travel and tourism sector is not limited up to the transportation, tourism
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but also consist of hospitality, restaurants and B&B. Although, marketing helps to ascertain the
expectation level of the consumers. Ventures like Thomas Cook will be able to evaluate the
market and get appropriate information to understand the choices and demands of service users.
Apart form this, the aforesaid venture enables to plan attractive packages in order to catch the
attention of the users. Additionally, the management of the said company can trace the demand
and supply of the tourism services. As the matter of fact, the institution will be able to meet the
customers satisfaction level. Besides this, adapting the concept of marketing will result in
serving the travel services at affordable prices. Therefore, it can say that the marketing is
valuable for the organizations in order to strengthen the trust factor of the customers towards the
organization. Effectual use of this concept can result in attaining the motives of Thomas Cook
(Jackson, 2008).
1.2 Impact of marketing environment on T&T sector
Presently, the management of Thomas Cook is about to plan Summer Holiday package in
Egypt and Morocco for its service users. As a result, the marketing manager of Thomas Cook
requires focusing on the factors by which its package may get affected. Majorly, micro and
macro factors are responsible for affecting the organizational performance. Following factors are
elucidated beneath.
 Rivals: The management requires centring on its strategies and plans in order to
overcome its rivals. On the basis of current case study, the said firm needs to focus on the
competitors of Morocco and Egypt. The local service provider wont be able to compete
with the Thomas Cook as its strategies and plans are munch more effective then the local
services providers. Therefore, the management needs to examine the current packages for
Morocco and Egypt offered by the competitors. This will provide an assistance to the
organization to plan an effective summer holiday for the service user (Morosan, 2013).
 Services users: The strategies of the organization may get majorly affected due to its
customers. It is required for the stated firm to have a look over the needs and exceptions
of the customers with the aforesaid firm. The gathered information results in providing
the in-depth overview of the customer demands. The implication of the same will be on
the preparation of affordable packages for Egypt and Morocco. Apart form this, the
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manager requires to set the prices in a way that the set packages will be in reach of large
number of customers.
Macro environment
 Technological factors: In travel and tourism business, technological factors is an
essential area to be focused. According to the current scenario, the management of
Thomas Cook can introduce the E-brochures in order to dispersed the information of its
aforesaid package. Besides this, the requisite in information can also render with the help
of company website. These steps will remain effective for Thomas Cook to catch the
attention of the large number of interested candidate for Morocco and Egypt tour package
(Beaver, 2005).
 Political factors: In political factors the rules and regulations formed by the government
are necessarily be focused. These can have major implications on the strategies and plan
formed by the Thomas cook. It is seen that political factors of all the economies vary
from each other. As a result, the management of the said venture needs to trace and
examine the political environment of Morocco and Egypt. This will provide an assistance
to the company to gain t competitive advantages at international level. Besides this, the
organization will be able to enhance its sales for the summer holiday package.
1.3 Factors affecting consumer motivation and demand
There are several factors which are responsible for affecting the customer motivation and
demand in travel and tourism sector. It is examined that the buying behaviour of each and every
customer is varied form each other. On contrary to this, the marketing team of Thomas Cooks
needs to investigate the market trends and behaviours of the service users. Additionally, the
organisation requires understanding the factors which can remain unsuccessful for customer
demand. The following factors are mentioned below (Boniface, 2012).
 Economic conditions: This is the major factor which creates hurdles in consumer
motivation and demand. If the economic conditions are healthy then the customers will
be able to make effective purchasing. If not then it will directly target the customers
purchasing power. During the economic slowdown the purchasing power of the
customers tended to be low. Although, the management must make analysis on the
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current situations of Morocco and Egypt. It will aids the organization to predict the
interested users for the explained packages.
 Personal preference: The another factor responsible for affecting the customer demand
is individual preference. At the time of travelling and leisure activities, personal
preference plays an essential role in terms of place, stay and food facilities. Moreover, the
venture should trace the like and dislike of the customers in order to prepared attractive
package. This will help the customers to get customised package as per their
requirements (Morosan, 2013).
 Buying power: This is the 3rd factor though which the customer motivation and demand
is influenced. It is seen that the purchasing power of all the customers are different form
each other. Although, the budgets must be analysed considering the purchasing capacity
of the users. The income of the users defines their purchasing capacity and interest.
Howsoever, the management needs to classify the packages as per the consumer income
level.
 Affect of group: The motivation level of the customers will get affected by the stated
factor. It is seen that at the time of planning holidays each and every thing is being
consulted with each other in the family and social groups. As a result, the management of
the cited organization needs to make strong efforts in order to evaluate the needs and
demands of the customers.
1.4 Principles of market segmentation and its uses
An organization first classifies the customers into a particular segment and then target
them effectively. However, segmentation can be explained as the process of categorizing the in
the small sub sections. The firm needs to follow certain criteria in order to target target the
customers easily. Although, the selection and planning for the process of marketing and
promotion it is necessary to segment the customers in a proper manner. This will result in adding
more customers to the renowned firm. With a motive to attract the new customers the
organization needs to adapt certain criteria which is given below.
 Behavioural segmentation: In the stated segment, the management requires focusing on
the cognition, perceptual experience and behaviour of the consumers. With the help of
division, arrangement chiefly centring on those bespoke who are allegiant towards
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peculiar trade name. Hence, in present context, the said enterprise can also attempt to
target towards its brand loyal consumers (Hudman, 2003).
 Demographic segmentation: According to this factor, the customers are mainly divided
on the basis of background, family, age and income. Howsoever, the management of
sited firm can target its customers for offering customised services with reference to the
package.
 Psycho-graphic segmentation: Reported to the division, establishment usage dividing
tailored as per their lifestyle, attribute, interest and curiosity. Every component contour
the conclusion with respect to acquisition of any merchandise and service. Hence,
aforesaid company can too mark custom-made who are affectionate of travelling and
relaxation activeness. As per this, the brand-new accumulation of vacation journey can be
marked towards the defined customers.
 Geographical segmentation: This is the another area where the firm can focus
effectively in order to target the customers. The management of Thomas Cook can focus
on the traveller over the ground of specific field where the firm targeting the customers of
particular area (Morosan, 2013).
TASK 2
2.1 Importance of strategic marketing planning
In order to done strategic marketing planning, the top management of the organization is
responsible for the same. It is seen that, the process of strategic marketing is done for the long
period of time in order to attain the goals and objectives of the company. The process of strategic
planning is necessarily be adapted by the organizations so that the marketing tactics can be
applied effectively. Although, the cited firm is propulsion its season 2017 vacations for Morocco
and Egypt that is why it is essential to usage Selling plan of action so with success employ its
package in new target market that leads to increase sales and helps to expand its business
globally. With the use of effective market strategies planning, Thomas can attract a Egypt
customer to buying the summer holiday package 2017.It assist in designation of its midpoint
competence that assist them to knowing its imperfection and property to achieve competitive
reward. For this reason, to achieve its goals and objective SWOT analysis is done by Thomas
cook which are as follows-
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 Strengths: The stated organization has made its strong image as it is one of the well
known organization at international level. There are different kinds of travel and tourism
packages are being provided by the organization. Apart form this, the firm has strong
financial capabilities and brand portfolio (Morosan, 2013).
 Weaknesses: Customer break down is seen at the time of travelling form one place to
another at national and international level. This is one of the major weakness of the cited
firm is seen.
 Opportunities: With the promotion of applied science it is a chance for Thomas cook to
spread out its concern by online marketing into various countries.
 Threats: It is seen that the rivals of the cited firm are providing packages at smaller rates
and performing well. The tendency of the customers towards opting the packages are
that the best package is selected on the basis of price (Reyes, 2010).
2.2 Relevance of market research
Whenever, the organization introduces the new product or the product is being sold by
the firm then it is their duty to evaluate the behaviour and attitude of the customers. For that
ground, Thomas cook social class done market investigation to determine the tailored preference
and it necessitate close to trade good and services collection in the Egypt retail store. Farther,
industry investigation is helpful to render bespoken message that assist to achieving its
verifiable. However, the stated organization requires adapting the market research Strategy.
Following benefits of the market research are explained below. Increases the opportunities: Market research will assist the cited firm to grow and
expand at international level. With the help of this process, the firm will be able to
improve its current strategies in order to attain the future goals and objectives. The
marketer needs to centre the areas where the rectifications are required. This will assist
the firm to grow and expand in an defined direction. Future oriented: The future needs of the consumers are better analysed with the help of
market research. As a result, the stated venture needs to focus on improving their current
position and the needs of the customers. However, the said firm can introduce new
products and services by highlighting the innovating factor (Reyes, 2010).
 Market research is a client centric al conceptualization- Marketplace investigation is
chiefly centring on those tailored who are ungratified and determine the necessitate and
6

predilection of Egypt customer that can by fulfils by Thomas cook to addition their brand
commitment. Market research is indispensable to recognize the inevitably , sentiment and
necessitate of its employment that is present by Thomas cook. Further it help in build
customer relationship that increase the satisfaction level of its customers (Hudman,
2003).
2.3 Influence of marketing on society
The management of Thomas Cook aims at targeting the customers by offering several
routes and provide low cost carriers. The said firm also took initiative to offer flexible packages
and air travelling at low cost. Apart form this, the firm also started the facility of debit payment
for the tour packages which leads to attract large number of customers. The organization is 24*7
available for the customers services in order to hear their queries and problems. Besides this, the
organization is also focusing on providing the tour packages at affordable prices as compared to
its rivals. They also offer trust and experience to its customers that helps in building relationship
between guest and travel agencies. The online facility attract towards Thomas cook along with
that they also offer competitive price , financial security and better customer services etc. that
every customer required. Further, the firm is also focused on minimising the effect of carbon
dioxide for enhancing the efficiency of the fuel used. This will assist the organization to uplift
the its position with the help of these measures (Morosan, 2013).
TASK 3
3.1, 3.2 and 3.3 enclosed in PPT
TASK 4
4.1 Integrated nature and role of promotional mix
In order to market and promote the summer packages, the management of Thomas Cook
needs to adapt several tools and techniques. Following are explained beneath.
Sales promotion: This is one of the effective promotional tool in order to enhance the value of
the new introduced package. Here, the organization can offer discounts to the customers which
results to attain the customers base of the aforesaid firm. The firm can provide discounts to the
100 customers for the new trip. It will attract the customers for the reaming places and the impact
of the same will be on enhanced sale of the firm for the new package (Reyes, 2010).
Advertisement: The aforesaid venture can use the platform of advertisement over TV,
magazines and other sources. It will assist the organization to attract huge number of customers
7

in an effectual manner. With this, the enterprise can have a more recognisable brand to which
customers can get attracted adding more revenues for company.
Public relations: The said company can focus on enhancing the public relations where the
activities can be organized. This will help the company to attain its motive and objectives in a
proposed manner (Hudman, 2003).
4.2 enclosed in poster
CONCLUSION
The above reports concludes the marketing efforts proposed by the aforesaid company
with reference to the new package. There are various tools have been focused in the document
for the promotion of the stated package. Apart form this, the organization has made efforts to
attract the customers for the new package of Morocco and Egypt. Additionally, the firm also
centred on both macro and micro factors in order to overcome the challenges. This has provided
and assistance to the company to attain its goals and objectives in an effective manner.
8

REFERENCES
Books and Journals
Gilbert, D., 2008. Government Intervention in the Marketing of Tourism Products. International
Journal of Public Sector Management. 3 (2). pp.17 – 25.
Jackson, L., 2006. Ameliorating the negative impacts of tourism: a Caribbean perspective.
International Journal of Contemporary Hospitality Management. 18 (7). pp.574 – 582.
Jackson, L., 2008. Residents' perceptions of the impacts of special event tourism. Journal of
Place Management and Development. 1 (3). pp.240 – 255.
Mehmetoglu, M., 2004. Tourist or traveller? A typological approach. Tourism Review. 59 (3).
pp.33 – 39.
Morosan, C., 2013. An analysis of the relationship between travel preferences and intentions to
use registered traveler biometric systems in air travel. Journal of Hospitality and Tourism
Technology. 4 (1). pp.23 – 39.
Ruhanen, L., 2012. Climate Change, Sustainability, and Tourism, in Eduardo Fayos-solà (ed.)
Knowledge Management in Tourism: Policy and Governance Applications. Bridging
Tourism Theory and Practice. 4(5). pp.153 – 173.
Beaver, A., 2005. A Dictionary of Travel and Tourism Terminology. CABI.
Boniface, B., 2012. Worldwide Destinations. Routledge.
Horner, S., 2012. Business Travel and Tourism. Routledge.
Hudman, L., 2003. Geography of Travel and Tourism. Cengage Learning.
Marvell, A., 2006. GCE AS Travel and Tourism Double Award for Edexcel. Heinemann.
Matz, S., 2008. Tourism marketing: Concept for event-tourism in Edinburgh. GRIN Verlag.
Middleton, V.T., Fyall, A., Morgan, M. and Ranchhod, A., 2009. Marketing in travel and
tourism. Routledge.
Moutinho, L., 2011. Strategic management in tourism. CABI.
Petrova, P and Mason, P., 2004. The value of tourism degrees: a Luton-based case study.
Education + Training. 46(3). pp.153 – 161.
Reyes, M. V., 2010. Tourism strategies for “advantaging” the Amazon rainforest region: The
Ecuador model. Worldwide Hospitality and Tourism Themes. 2(2). pp.163–172.
Sirakaya, E. and Woodside, A., 2005. Building and testing theories of decision making by
travelers. Tourism management. 26. pp. 815-832.
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