Marketing Mix Analysis: Summer Holiday Package for Thomas Cook

This report provides an in-depth analysis of the marketing mix, specifically focusing on the application of the 4Ps (Product, Price, Place, and Promotion) and the service marketing mix within the context of a summer holiday package offered by Thomas Cook. The report examines how Thomas Cook can utilize these marketing strategies to enhance its offerings and attract customers. It delves into the importance of the service sector mix, including elements like people, packaging, partnership, process, and physical evidence, to improve customer interaction and service quality. Furthermore, the report explores the concept of the total tourism product, emphasizing how Thomas Cook can create a comprehensive vacation experience by integrating various services such as booking, accommodation, and additional amenities to enhance customer satisfaction and build a strong client base. The report concludes with the references used for the analysis.

MARKETING IN TRAVEL
AND TOURISM (TASK 3)

Product price and place issues
of marketing mix
The marketing mix is the most important element
to be focused while planning for marketing
strategies as it covers all major aspects in it. The
marketing mix has various elements of product,
price, place and promotion on which the entire
concept of marketing is based. The companies use
to make their major decisions by making study of
these elements. The present plan of summer
holiday package for Morocco and Egypt can also
be made on the basis of this marketing mix.

Contd...
The marketing mix for Thomas Cook can
be described as under:
Product
Price
Place
Promotion

Importance of service sector
mix
The service sector mix includes different elements
other than 4Ps or above mentioned mixes of
market. The Thomas Cook can make use of these
elements by making a closer interaction with
customers in an interactive way. For this, needs
and demands of consumers can be studied. This
will help in improving the quality of services as
well.

Contd...
The product of summer holiday package
can have following service market mix:
People
Packaging
Partnership
Process
Physical evidence

Concept of total tourism
product
The compilation of varied services that are presented to
customers which aids in enhancing experience of clients is
considered as total tourism products. Principally, all the
services delivered by Thomas Cook are categorised on the
basis of packages it use to offer all clients. This
categorisation is for definite level. The particular level
services use to emphasise on fastidious services like sight
seeing. On other hand, total tourism refers to the entire
package where it involves the facilities like booking
facility, lodgings, holiday services and extra facilities of
gym and spa.

Contd...
The organisation tries to offer a total
experience to customers of vacations with
all soothes. In perspective of summer
holiday package, Thomas Cook can offer
total tourism products in its package from
travelling to dwell at the hotels or resorts
with extra amenities like pool, gym, spa
etc. In this way, organisation can have the
benefits of accumulating large number of
clients with the new service.

REFERENCES
Horner, S., 2012. Business Travel and Tourism. Routledge.
Hudman, L., 2013. Geography of Travel and Tourism. Cengage Learning.
Hays, S., Page, S.J. and Buhalis, D., 2013. Social media as a destination
marketing tool: its use by national tourism organisations. Current issues in
Tourism, 16(3). pp. 211-239.
Morrison, A.M., 2013. Marketing and managing tourism destinations.
Routledge.
Hays, S., Page, S.J. and Buhalis, D., 2013. Social media as a destination
marketing tool: its use by national tourism organisations. Current issues in
Tourism, 16(3). pp. 211-239.
Morrison, A.M., 2013. Marketing and managing tourism destinations.
Routledge.
Online

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