Marketing Analysis and Strategic Planning for Travel and Tourism

This report provides a comprehensive analysis of marketing strategies within the travel and tourism industry. It begins by outlining core marketing concepts, emphasizing customer needs, product and service markets, customer satisfaction, and relationship marketing, using Thomas Cook as a case stu...Read More

Marketing in Travel and Tourism

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.4 Segmentation.........................................................................................................................6
TASK 2 ...........................................................................................................................................7
2.1 Importance of strategic marketing planning for a selected travel and tourism business ......7
2.2 Relevance of marketing research and market information to managers in the travel and
tourism sectors............................................................................................................................8
2.3 Assessing the influence of marketing on society.................................................................9
TASK 3..........................................................................................................................................10
3.1 covered in PPT....................................................................................................................10
3.2 covered in PPT....................................................................................................................11
3.3 covered in PPT....................................................................................................................11
TASK 4..........................................................................................................................................12
4.1 .............................................................................................................................................12
4.2 covered in Poster.................................................................................................................13
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is a tool which provides various types of strategies to the business through
which they can achieve their targets. Analysing the market through various researches and
making policies and apply them in their plans. In the growing scenario various industry comes
together and make them to achieve their long term goals. Thomas cook is a very famous
organisation for the tourism purpose and providing extraordinary services for develop their
tourist sector (Biggs, 2011). Through analysing the market they provides services according to
the needs of the customer. Customer attract by all these services provided to visit Morocco and
Egypt to make successful their planning and policies for tourist. By developing the natural
environment it creates interest in the tourist and employment also. It increases local public and
foreign tourist for travelling and promote various destinations. Tourism increases transport
services and various food destinations to the tourism who come for visiting all places.
TASK 1
1.1 Core concepts of marketing for travel and tourism sector
Marketing is a very good concept to explore the market and makes various researches to
know more about the customer interest and their demands (Biggs, Hall and Stoeckl, 2012). This
makes relations between the customer and the organisation by fulfilling the demands. Thomas
cook has various concepts to make successful their tourist packages which are they providing:-
Customer's needs: This is the very important thing which needs to follow by the industry is the
customer demands. Thomas cook by using various techniques analyse the tourist interest and
give them special offer for the particular packages for Morocco and Egypt. Many customers has
various demand like transport services, hotel services and any other services which must be
fulfilled by tourist organisations. They merge all the services with their package for convince of
the tourist (Butler and Russell, 2010).
Products and service markets: By providing various attractive services customer expand their
money to avail these services and uses their product. They provide many online portals to the
people who wants to visit tourist place by spending money with huge services.
Customer satisfaction and retention: This strategy takes the industry on the top level by
satisfying customer needs and provide them extra benefits at the time of using these services. At
any time people can make search on the website of the Thomas cook and find various destination

of weekly and monthly periods and contact them for more packages. Mouth publicity plays very
important role for promoting the organisation but this can be possible only by satisfying the
tourist with their services (Croce and Perri, 2010).
Relationship Marketing: There are many travel agents who work with the company and gives the
feedback of the customer and their demands by making relations with them. Various strategies
are there to promote the tourism plans and increases the scope of customer.
These are the concept which makes successful the travel and tourism business of Thomas cook
for Morocco and Egypt by using various promotions.
There are various types of factors in the environment who plays a very important role to make
successful the travel and tourism (Dawson and et. al., 2010).
Micro environment:
Tourism organisation: The organisations are providing services of travel and tourism to develop
the environment.
Suppliers: Suppliers are very important for a business because they can dominate the business
environment of a company. Big suppliers has the power to control the business where they are
major supplier of the organisation.
Intermediaries: They are the individual or group of persons who are working with the
organisations by providing services (Denicolai, Cioccarelli and Zucchella, 2010). Their services
required at every step of business to make successful a business.
Customers: By marketing strategies customers get to know about the product and their services.
Customer plays a essential part of the business through which a company can survive in the
competitive environment.
Competitors: In the growing environment many competitors are exist and works for achieving
their long term objects. It is necessary to have an eye on their target organisations to improve
their quality and differentiation of products and services (Evans, Stonehouse and Campbell,
2012).
Macro environment:
Demographic: They impact on the organisations through various forces. Country has the various
rules which must be followed by the organisations. Literacy effect the environment because
educated people has potential to expand money on the tourism.

Economy: Consumers expand on the product and services by their marketing reasons and it
affect the economy very closely.
Society: Society plays a very crucial role in marketing because if their any lack in quality of
product and services then rejected by the society and no more survival in the market (Hallak,
Brown and Lindsay, 2012).
Technology: For making product need to install smart technology to make their business plans
successful.
Politics: Political factors will help the marketing environment for the developments. Always take
in to account the legal conditions and developments for making policies for marketing.
Factors affecting
There are various factors affecting the consumer demands and their motivation in travel and
tourism:-
Models of Consumer behaviour: Before they decide to buy any product customer researches on
the product type and its quality with the similar product exist in the market. Price is also very
much important because it affects the consumer at all levels.
Types of buyer behaviour: In the market there are number of buyers who purchases the product
with different mentality. People who has very fix choice in the market they select the product
only after knowing the product information (Hjalager, 2010). There are some customer who
always buy product by choosing the offers and prices of the product. Some of the people are
frequent buyer and no need to search on them.
Customer value: Customer plays a very important role in the marketing to know about their
intention and choices. An organisation always has the value of its consumer because they are
playing most important role in the survival of the company and for achieving their objects.
Economic condition: In a economy there are so many consumers spend their money in travel and
tourism for various services for styles and there needs for development. An economy growth is
very important for a country and it affects the customer to motivate about the services they have
provided (Jaafar and et. al., 2011). A country makes relation with the local people and foreign
tourist through attracting their services.
Income effect: Consumer affects by the income and the quality in case of product and services.
Quality must be considered with the income and it has various effect on the consumer. There can
be inverse relation between the income and quality of the product and services.

Consumer decision process: Customer chooses one option from the various options by analysing
the price and quality of product. There are various product who influence the customer by
offering various discounts and using strategies (Kayar and Kozak, 2010).
1.4 Segmentation
Segmentation is a process where market is divided in to small group or segment
according to their nature and characteristics. Thomas Cook is required to use market
segmentation and their strategies accordingly, it can help to increase customer satisfactions.
There are segmentation criteria for the company:
Geographic: This is one of the important segmentation where market is divided on the basis of
geographical areas. Company requires to divide their customer in to small group on the basis of
geographic area, because there are huge difference between their needs. Therefore, it is better to
segment them in to subgroups. Firms can make their products and package according to their
needs. The tourist destination of Egypt and Morocco are tropical which can suitable for tourist of
United Kingdom (Komppula, and Gartner, 2013).
Demographic: This segmentation is based on customers gender, occupation, income level,
education, marital status and so on. This type of segmentation is used by Thomas Cook at the
time of design and development of tourism products. For example, Thomas Cook can make their
products according to their income level which can help to increase their sales volume and
market share of the company.
Psycho-graphic: This is one of the important segment which is related to the visitors attitude,
interest, culture and lifestyle. At the time of product development they can be consider these
factors.
Apart form that there are following classes of tourist which is considered by Thomas Cook:
Tourists travelling with families: There are various tourists which wants to visit with their family
members and their relatives (Komppula, 2014). Therefore, organisation can make their tour
package which can satisfy these kind of needs of their customers which can leads to increase
their number of customer and increase their profits.
Single tourists: This types of tourists are alone and independent such as businessman, unmarried
etc. company also make separate package for them which will increase their sales volume.
Group of tourist: Students from schools and universities as members of educational tours,
fellows of various fraternities with common interests, groups of newly-weds, or senior citizens

Business tourists: In this category those tourists include who wants to going for business trip
such as businessman and professionals (Lew, 2014). For example, a marketing individual travel
another country orc city for attending a business fair, meetings and business deals.
TASK 2
2.1 Importance of strategic marketing planning for a selected travel and tourism business
Strategic marketing planning plays a prominent role in the selection of travel and tourism
industry. It will help to increase the number of customers and market share for an organisation.
Thomas Cook can use these strategic marketing tools which can provide strategic advantages to
company in the long run.
SWOT analysis: Marketing manager of Thomas Cook is required to carefully analyse
and scan the internal and external environment of company. SWOT analyses provide information
which help in matching the organisational resources and capabilities with competitive
environment where they operate their business (Lovelock, Lovelock and Normann, 2010). It is
also help in to strategy formulation and selection for the growth of the business in long run.
Strengths: Thomas Cook is one of the oldest and very well-known brand in United
Kingdom which can attract customers through their name and image. This organisation is having
experience in the field of tour and tourism sector which can provide strategic advantage for
company. This corporation is integrated with hotel and travel agency which can overcome their
operational cost and risk related to the business. They are experts in customization and flexibility
packages to their customers as per their needs and requirements.
Weaknesses: Thomas Cook is having long term debt which is not good for the image of
firm. Travel and tourism sector is growing day by day which can attract new firms in the market
which can lead to increase the competition and reducing their profits. Less trained employees
also can reduces the service performance of the company (Marchant and Mottiar, 2011).
Opportunities: Today, travel and tourism market is growing which can provide good
opportunities for the firm. They are having a huge network around the world which can help to
increase the demand of their products.

Threats: Thomas Cook is having various threats. For example: economic unrest in
Eurozone which can decrease their demand and reduce their profits. Apart from that, growing
competition in the market also affects their operations and profitability (McCormick, 2011).
Ansoff matrix: It is important for Thomas Cook to increase their market share and customer
base if they wants to sustain in the market. Therefore, they can use various tools and techniques
which can help to increase the demand and customer satisfaction level. Marketing manager can
use various strategies such as market penetration, market diversification and product
development. It can help to increase their customer base and satisfaction level which can lead to
increase their profits in the long run (McGehee and et.al., 2010). For example if organisation
feels that they can lose their market share due to competition. Thomas cook can use
diversification strategy which can help to maintain their market share and profitability. Firms can
also develop new products for their customers, for example they can provide tourists insurance
or make their transportation services which can help to maintain their profitability in long run.
Apart form that Thomas Cook also expand their business activities in to different part of the
world specially in EU. It can help to protect their market share and profitability of the company
which is common goal for a business entity (Morrison, Carlsen and Weber, 2010).
2.2 Relevance of marketing research and market information to managers in the travel and
tourism sectors.
Market research and information play a significant role in the successful growth and
development of tourism sector. Effective marketing requires collecting appropriate data form the
market and its customers. This information helps to design and develop products according to
their customer needs and requirements. Marketing manager of Thomas Cook is required to use
suitable and cost effective techniques and tools to conduct the market research effectually. It can
help in developing good marketing strategies and their resources in an appropriate and effective
way as compared to its customers. Main objective of these market researches is to identify the
current needs of their customers, preferences, tastes and so on (Mshenga and et.al., 2010). These
data will help in deciding tourism destination, target market, their changing needs, competitors
and their products. For example, manager can know the kind of products offered by their
customers and its price.
Market research helps to collect appropriate data which can be analysed and scanned by
the marketing department of company. As per the given case study, Thomas Cook is required to

conduct a detailed customer research for their Egypt and Morocco tour. so that they can use this
data for making suitable marketing strategies and tactics with offering a competitive price over
its rival firms (Paget, Dimanche and Mounet, 2010).
2.3 Assessing the influence of marketing on society
 Economic benefit: Through the use marketing consumer attracts, motivates and
promoting their brand value. It is very useful for making strong strategies and creating
employment to the local people. Thomas cook using various techniques to attract the
consumers and offers various facilities to the tourist for promoting their ideas. Tourist
spending their money on various facilities like transport, catering services and any other
which gives employment to the people and it promotes the economy as well as the
society (Ramukumba and et. al., 2012).
 Social responsibility and ethics: Marketing focuses on the society and it creates value to
the local people. Marketing follows various code of ethics to make the sustainable
environment for the society. There are various rules that must be followed by the both
society and organisations. It makes suitable balance and eco-friendly environment for the
society. Society must follow their ethics for survive in a long term market by achieving
their objects.
 Regulation and public policy: There are various rules specified by the local government
to follow by people (Shinde, 2010). Organisation specify the conditions to comply with
all the rules and policy of the government. Rules must be followed by the society to
create a regulatory control on the actions.
 Sustainability: Analyse the market and their conditions by making various efforts for the
sustainable environment where more focuses on the nature. Organisation should make
researches and need to focus on the trees and forest which provides healthy air and clean
environment to the the society for their long-lived.
 Sustainability: Analyse the market and their conditions by making various efforts for the
sustainable environment where more focuses on the nature. Organisation should make
researches and need to focus on the trees and forest which provides healthy air and clean
environment to the the society for their long-lived (Spenceley, 2012).
 Consumerism: Marketing conduct various analyses to know about the choices of the
consumer. It creates job opportunities to the local people by the research and

development. Consumers can get extra benefit because of various competitors exist in the
market who are leading to promote their own organisations (Su, Hall and Ozanne, 2013).
TASK 3
3.1 covered in PPT
This presentation is based on Thomas Cook which is plan for summer tour in 2017, two tropical
places Egypt and Morocco. Therefore, they requires to use marketing mix and their promotional
strategies in order to increase customers for their tour.
Issues in marketing mix
Product: It is one of the important element of marketing mix which is related with product and
services. Thomas Cook is planning a tour package for two tropical destination which is Egypt
and Morocco based near Africa continent. Marketing manager requires to make their product
which different from its rival firms on the basis of service, price and other important aspects. As
Thomas Cook is customized their products which is satisfy the needs of their customers and
provide competitive advantage over its competitors.
Price: Price is another element in marketing mix which is related with price of the product. In
travel and tourism industry price played a significant role in sales of an organisation. Therefore,
Thomas cook is required to set their product price attractive according to their target market. For
example, firm can set their price according to customer segment such as premium pricing,
economic pricing and discount pricing. It can lead to increase market share and profitability of
the organisation with the help to cost cutting tools.
Place: It is important for a company to provide their products at the right time and right place.
Thomas Cook is having large network of their tourist agents and other agencies which can help
to sell their products to their potential customers. Apart form that, business unit also using online
platform which can help to increase their sales volume and market share of the company.
Promotion: Promotion is an important element of marketing mix which is promote firms product
in a more effective way. There are various tools which can be used by Thomas Cook to promote
their tour such as personal selling, personal relation, advertising and sales promotion. If
organisation can use these tools it can help to make successful tour plan for the company.
3.2 covered in PPT
Importance of service sector mix elements

In service sector it include 7P's of marketing such as product, price,place, promotion, Physical
evidence, process and people. Thomas cook having a large number of products for their
customers which is business travel, domestic tourism, trade fairs, holiday for NRI, hotels and
transportation and so on. These services can provide competitive advantage over its rival
companies. Price is set by the marketing manager according to their segment and seasons. For
example, manager can provide premium pricing for their premium customers in off seasons.
Service marketing mix is having huge importance in travel industry because travel companies are
developing their tour as a products and they have to make complete packaging of it. So it is
increasing the effectiveness of tour plans as per the needs of the customers. Company having a
good network and online platform which can help to increase their sales volume. Firms can use
various tools for promoting their products and services such as newspaper, websites,
advertisement, public relation, social media and so on. There are other marketing element as
given below:
Physical evidence: It is one of the important element of marketing mix in service sector. It is
related with to provide excellence services to its customers and provide a good experience to its
customers. For example, Thomas Cook give party to their customers at the end of their visit. It
can help to create a good image of the company and it can leads to increase the number of loyal
customer for the company.
Process: Service process is the way where services delivered to the end customers. Thomas
Cook requires that to avail their services through online or their manual system. It can help to
increase their range of services and increase customer satisfaction level.
People: Human resource is valuable asset for any organisation which help to attain organisation
goals collectively. Thomas Cook is having a pool of educated and trained professional at each
level which can provide an excellence services to its customers.
3.3 covered in PPT
Total tourism products is refers to combination of all elements which is consumed by a
tourist during their visit. These elements can be hotels, airlines, tourist attractions and other
facilities which is used by tourist. In travel and tourism products customer do not buy products or
services, they buy expectations and benefits. Therefore, Thomas Cook is required to focus each
and every element which can help to increase customer satisfaction level. Tourism product is a

total experience of the tourist which include each and every person they come in to contact
during their trip. There are various components of a tourism product as give mentioned:
Integral products: These products can be sold in the market independently such as hotel
accommodation, food, air or rail transportation, tourist attraction and so on.
Free goods: It can include climate and scenery which are free of charge.
Complementary services: In this category those goods included which cannot be sold
independently such as tourist information by a tourist guide.
TASK 4
4.1
Promotional mix are related marketing with tools and techniques which are help to
promote product and service effectively such as public relations, personal selling, advertising,
sales promotion and so on. There are the significant part of marketing to increase the sales of
products and services. Thomas Cook is using these tools to make a successful Egypt and
Morocco. There approaches as gives below:
Advertising: It is one of the important part of promotional mix which create a pull effects of the
product and services. Advertisement helps to provide information about product which is offered
by the company like it characteristics, price and availability (Thomas, Shaw and Page, 2011).
Thomas Cook can use various advertising tools like print media, electronic media and social
media. They can make a creative poster which will be print in to national and local newspapers
and magazines. Today social media is one of the important platform such as Facebook, You
Tube, Instagram etc. which can be used by the company.
Personal selling: It is another approach which is related with the selling product and services
personally. In this tools employees communicate face to face to its customer and try sell their
products (West, 2010). Thomas Cook can be use to promote their Egypt and Morocco tour.
Public relation: Public relation means to maintain good relationship with public and its
stakeholders such as clients, suppliers, mediators. Customers, financial instructions, employees,
government and society. It can help to build sound and good image of the company in front of
public.
Sales promotion: Sales promotion is another significant tool which can help to increase sales and
of the company. Thomas Cook requires that to promote their products through various

approaches like provide discount for their new customers, provide gifts and gift vouchers to their
existing customers, lucky draw and so on (Biggs, 2011). It can help to promote their products in
a effective way and increase their sales as well.
4.2 covered in Poster
CONCLUSION
As per the above mentioned report is described that how marketing having a great
significant in travel and tourism sector. This project is based on Thomas Cook which is make a
tour plan in summer 2017 in two famous destination Egypt and Morocco. Both places are
tropical which are located in Africa continent. Marketing manager of Thomas Cook is required
to make an effective promotional campaign which can help tom promote their tour and increase
their product demand in to the market. Therefore, they require to conduct market research and
collecting significant data which can help to develop marketing strategies. This research also
help to identify customer needs, segmentation, target market and other promotional activities.
Thomas Cook is having a large network across world which can attract a large number of
customers which can help to increase their market share and profit which is a core objective of
each business unit.

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