Strategic Marketing in Travel & Tourism: Thomas Cook Case Study

This report provides a comprehensive analysis of marketing in the travel and tourism sector, with a specific focus on Thomas Cook. It delves into core marketing concepts, the impact of the marketing environment, factors influencing consumer motivation and demand, and the principles of mark...Read More

Marketing In Travel and
Tourism

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Core concept of marketing for the travel and tourism sector................................................1
1.2 Impact of the marketing environment on individual travel and tourism businesses and
tourist destinations......................................................................................................................2
1.3 Factors affecting consumers motivation and demand in the travel and tourism...................3
1.4 Principles of market segmentation and its uses in marketing planning................................4
TASK 2............................................................................................................................................5
2.1 Importance of strategic marketing planning.........................................................................5
2.2 Marketing research and market information to managers in the travel and tourism sector. .5
2.3 Influence of marketing on society.........................................................................................6
TASK 3............................................................................................................................................7
3.1 Covered in PPT.....................................................................................................................7
3.2 Covered in PPT.....................................................................................................................7
3.3 Covered in PPT.....................................................................................................................7
TASK 4............................................................................................................................................7
4.1 Integrated nature and role of the promotional mix................................................................7
4.2 Covered in Poster..................................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Tourism play vital role for every country to enhance economy of the country. In this
government also provide better support to all the travel companies to improve their performance
level at market place. Along with this, it also helps in protecting all the places and make
attractive which leads in inviting umber of number of visitors (Travel and Tourism Management,
2017). Thus, the overall growth of the nation is highly depend on travel and tourism industry. In
this marketing concept also play important role in improving as well as develop places which
may leads in attaining better success at market place. Along with this, various marketing
approaches may leads in attaining competitive benefits at market by offering quality services to
its customers. Current report is based on Thomas cooks which is biggest travel company and
they also operate various branches in over the world. In this management use appropriate
marketing concept for making successful business. In this, marketing principles also discussed in
this project. Furthermore, marketing mix is also mentioned in their report which helps in
attracting larger number of visitors towards the company services.
TASK 1
1.1 Core concept of marketing for the travel and tourism sector
Marketing concept is a activity which is important for every business organization to
determine the customers needs and demand in effective manner. For this, effective technique is
also important which contribute in delivering quality services to its customers in order to satisfy
their needs. For attaining better growth, satisfying customers are the important assets by which
from easily generate more revenues. The core concept of the marketing for the travel and
tourism sector to evaluate the purpose of the market regarding the travel and tourism
management. For attaining the better results, company have to determine the specific group in
which they offer their services. In this they also undertake effective research to understand their
needs in effective manner. By this firm easily generate larger number of profitability which may
contribute in overall success of the company at market place (Mok, Sparks and Kadampully,
2013). Along with this, government also play important role in improving their efforts in order to
protect entire heritage sites which helps in attract number of visitors over there. Along with this,
Thomas Cook is a largest travelling agent in which they operate their various branches in UK in
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order to provide quality services to its customers in order to get their higher satisfaction. In this
context they invest funds for development of heritage monuments in which the easily provide
better services to its visitors and get their higher satisfaction level. As per marketing concept,
there are some important elements which include by the company to its services in order to attain
appropriate results.
 Production concept: This element focus on the reducing cost and maximize the profit in
the organization (Sigala, Christou and Gretzel, 2012).
 Product concept: It is based on the product quality which is effective for the customers.
 Selling concept: This process basically based ion the sample design of the product in the
marketplace.
 Marketing concept: In concept of marketing firm can focus on the customers choice. In
the market the customer is a king because the market have to focus on the customers
needs and wants to get they satisfaction in the market about the product.
 Social marketing concept: In this elements company use social platform to offer their
services to its services users. By this firm easily reach number of customers in over the
world.
Apart from this, Thomas cook serve their services as per all these elements which helps
them in improving as well as expanding their business in another locations. With the help of this
company easily improve their overall performance. For creating better network, firm use social
media concept in which their easily invite number of customers towards its products and
services.
1.2 Impact of the marketing environment on individual travel and tourism businesses and tourist
destinations
Marketing is an important process which includes all the factors that helps in improving
the overall performance of the company at market place. One of the main benefits of effective
marketing environment is to enhance their overall profitability level by delivering quality
services to its customers. In this the main duty of manager is to effectively evaluate the overall
marketing environment in order to maintain their performance level (Page, 2014). Mainly, there
are two types of environment such as micro and macro. Both are largely affect travel and tourism
industry.
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Suppliers- Suppliers is a individual person to impact on the business as well as
organization that can define the product quality and product price in the market which is used by
the customers ion effective way (Evans, Stonehouse and Campbell, 2012). Which can be help to
improve the quality of the destination of the tourist destinations.
Customers: Consumers are the important for firm to improve their image. In this Thomas
cook have to provide quality services as well as schemes as per their customers and groups.
Macro environment: These types of surroundings defines large level of process which
directly impact on the travel and tourism company. it includes economic factors which show
external guidelines of the organization as well as company process to determine the effective
performance of the company, demographic factor involve the population climate, geographic
reason to set the outcome of the industry. Legal factor and social factor, technological factor
which is direct impact on the business as well as organization and define the effective structure
that can show the appropriate image of the company as well as market activity to improve the
quality of the product. That can impact on the travel destination to get higher satisfaction.
Thus, management of the company have to determine their customers demand in order to
satisfy their demands in effective manner.
1.3 Factors affecting consumers motivation and demand in the travel and tourism
Customers are the important elements for every business organization to attain better
results by providing them quality services. For attracting them company have to produce quality
services as per their needs so that users get motivated towards specific products and services.
With the help of this company easily increase customers demand and at the same time provide
them effective. In context of Thomas cook, they offer attractive as well as quality services to its
customers by evaluating their needs which helps in improving their overall performance level at
market place. In this, Morocco and Egypt are the famous and attractive places in UK. By using
these company easily maximize their profitability level.
Apart form this, consumer behaviour are totally changed as per time. For attaining
positive response, it is important for business organization to provide them services as per their
demand (Law, Qi and Buhalis, 2010). If they fails in same then they face various issues within
their activities of marketing and also reduce their image in front of customers. For example, if a
customers do not attain proper feedback towards the products then it negatively impact on
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behaviour (Frey and George, 2010). By this motivation of the customers also get decrease. If
company serve quality services to its customers then they get motivated towards the products
which help in improving their satisfaction level. By this firm easily create customers base in
effective manner. In this context there are important factors which use by the company at the
time of service their services to its customers. All these are as follows: Price of the products: It is important element for company to attract customers towards
the company products. If Thomas Cook provide effective and affordable price of their
products than they motivate their customers to consume it effectively.
 Preference of customers: Customers behaviour are regular changed as per products and
other opinion. For example, if customers get negative views towards the company
products then it negatively affect on the company performance at market place.
Thus, all these factors impact on the customers demand in negative manner which reduce
the overall profitability of the company. For improving this, Firm have to take effective research
in order to increase satisfy customers within their organization.
1.4 Principles of market segmentation and its uses in marketing planning
Planning is more effective which help business organization to measure their
performance in order to enhance their operations. It also helps in evaluating the segments as per
requirements. Without planning company face various obstacles at the time of operating their
activities so that it is important to take better decision as per customers demands. Along with
this, in context of Thomas cook, they define their market segment like, Clustered market,
homogeneous market and diffused market. Clustered market: In this, customers define their same needs and requirement in market
place. Homogeneous market: In this, market entire consumers are similar by their demand of
the products is different.
 Diffused market: Under this, market is said to be diffused where customers perception
are totally differ from each others.
Thus, management of Thomas cook have to determine their market segments and provide
their services accordingly. With the help of this company generate profitability level. Along with
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this, for managing as well as arranging quality package for Egypt and Morocco, firm undertake
effective research to determine customers needs. By this firm easily prepare their package of trip.
TASK 2
2.1 Importance of strategic marketing planning
Effective strategy play important role in business which helps in attaining set goals and
objectives in effective way. As per marketing, firm easily evaluate visitors demand in order to
provide them effectively. In context, Thomas cook make as well as formulate effective strategy
for inviting number customers. It includes company include its objectives, target which aid in
improving their performance level. Basically this will prepare as per company strength and
weakness. By this firm easily formulate their package effectively which help in attaining
competitive advantage. Along with this, strategic marketing plan also define company goals and
objectives which provide better path in which company take better decision. In context, Thomas
cook make their strategic plan in which they determine their strength and opportunities in order
to develop their growth at market place.
Apart from this, Ansoff matrix is important part of strategic planning in which company
easily introduce quality new products and services in existing market. In this they also use
merger techniques to enter in new market in order to establish positive brand image. By this
company attain long term benefits in market place.
2.2 Marketing research and market information to managers in the travel and tourism sector
Market research research play important role in collecting all the relevant information in
effective manner. In this manager of the company easily understand all the market trends and
customers needs (Xiang and Gretzel, 2010). By this they effectively enhance their overall
performance at market place and at the same time also invite number of customers. In context of
Thomas cook, manager collect all the relevant information towards the customers taste through
undertaking marketing research in which they offer quality services to its customers as per their
requirement which may leads in attaining better results.
 Manager have to determine overall cost of the project. In this Thomas cool wants to
conduct summer holiday 2018 at Egypt and Morocco through undertaking an effective
research towards the visitors.
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 By this plan company easily compare their actual performance and make better decision
for enhancing their sales.
Thus, Thomas cook manager use make an effective plan for the summer holidays at
Morocco and Egypt in order to generate more profits in appropriate manner.
2.3 Influence of marketing on society
Marketing is a core activity for business organization to create customers awareness
towards the company products and services. In this resources are less in n umber so that it is
important duty of manager to manage as well as utilise effectually. Along with this, it also helps
in creating attractive products as per customers needs which leads in attaining better results in
effective way. Hence, marketing is did not take place within society because it influence the
customers to use company services as per their needs in order to better satisfaction (Chen and
Chen, 2010). Along with this, management use number of tools and techniques to promoting
their services in market place. It can includes sales promotion, advertisement and so on. In
context of Thomas cook, they serve attractive sites and places to their customers. In this
company wants to introduce as well as launch holiday package in 2018 in summer for attractive
number of customers. For this, management have to use effective steps in order to attain positive
image at market place and customers mind.
Apart form this, marketing play important role in influencing the customers to consume
company products. With the help of this company maximize their sale and profitability level.
TASK 3
3.1 Covered in PPT
3.2 Covered in PPT
3.3 Covered in PPT
TASK 4
4.1 Integrated nature and role of the promotional mix
Promotional mix play important role in every business organization in which firm
improve their productivity level by creating better public awareness. In this there are some
important elements which used by Thomas cook are as follows:
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 Advertising: This is one of the effective and important technique which helps in
promoting company products and services through sponsor in market place. Personal selling: This element is also effective which helps in motivating as well as
influencing customers by face to face communicating (Kusluvan and et. al., 2010). Sales promotion: In this company put their strong efforts to increase overall sales of the
company by providing discounts and other benefits. Public relations: This element helps in creating public awareness towards the company
products and services by using various channels of communication.
 Direct marketing: Under this elements, firm use an effective process to directly
communicate with their target customers.
4.2 Covered in Poster
CONCLUSION
From the above mentioned report, it can be concluded that travel and tourism
management play important role in improving overall performance of the travel industry. In this
quality services are the important products which offer to the customers in order to attain their
better satisfaction in most effective manner. Along with this, proper plan package also introduce
by the company in market place which helps in inviting larger number of services users. Further,
for better marketing activities company use an effective market strategies which helps in
increasing customers awareness towards the company and its services which helps in improving
their performance level at market place.
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REFERENCES
Books and journals
Mok, C., Sparks, B. and Kadampully, J., 2013. Service quality management in hospitality,
tourism, and leisure. Routledge.
Sigala, M., Christou, E. and Gretzel, U. eds., 2012. Social media in travel, tourism and
hospitality: Theory, practice and cases. Ashgate Publishing, Ltd..
Page, S. J., 2014. Tourism management. Routledge.
Evans, N., Stonehouse, G. and Campbell, D., 2012. Strategic management for travel and
tourism. Taylor & Francis.
Law, R., Qi, S. and Buhalis, D., 2010. Progress in tourism management: A review of website
evaluation in tourism research. Tourism management. 31(3). pp.297-313.
Frey, N. and George, R., 2010. Responsible tourism management: The missing link between
business owners' attitudes and behaviour in the Cape Town tourism industry. Tourism
management. 31(5). pp.621-628.
Xiang, Z. and Gretzel, U., 2010. Role of social media in online travel information
search. Tourism management. 31(2). pp.179-188.
Chen, C. F. and Chen, F. S., 2010. Experience quality, perceived value, satisfaction and
behavioral intentions for heritage tourists. Tourism management. 31(1). pp.29-35.
Kusluvan, S., Kusluvan, Z., Ilhan, I. and Buyruk, L., 2010. The human dimension: A review of
human resources management issues in the tourism and hospitality industry. Cornell
Hospitality Quarterly. 51(2). pp.171-214.
Online
Travel and Tourism Management. 2017. [Online]. Available through:
<http://www.bachelorsportal.eu/studies/41247/international-travel-and-tourism-
management.html>.
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