Marketing Mix Analysis: Thomas Cook Travel and Tourism

This report provides a comprehensive analysis of Thomas Cook's marketing strategies, focusing on the application of the marketing mix (product, price, and place) within the context of the travel and tourism industry. It examines the challenges and issues associated with each element of the mix. The report then delves into the importance of the service sector mix, emphasizing elements like people, process, and physical evidence. Furthermore, it explores the concept of the total tourism product, illustrating how Thomas Cook structures its offerings, including holiday packages and related services, to meet customer needs and provide a competitive edge through offerings such as inclusive flight packages and secondary provisions like hotel accommodations and foreign exchange services. The report concludes with a list of references.

Marketing in Travel and
Tourism (TASK 3)

P 3.1 Issues in the product, price and place elements of the
marketing mix
Marketing mix is referred to be one of the most effective
model of marketing with clear concepts to assist the
organisations like Thomas Cook to build their strategies.
However, there together exists certain issues in marketing
while referring to adopt this conceptual model with a special
reference to its three leading constituents namely product,
price and place as stated below-
 Issues regarding product
 Issues regarding price
 Issues regarding place

P 3.2 Importance of service sector mix elements to the travel
and tourism sector
The service sector mix involves some additive elements of the
extended marketing mix, that are people, process and
physical evidence. It is with a fundamental context of
Thomas Cook who are purely operating in the sector of
service industry. Below are the prolonged elements of
marketing mix and their importance-
 People
 Process
 Physical evidence

P 3.3 Concept of total tourism product to Thomas Cook
Total tourism product also termed as TTP is stated to cover all tour related
prospectives that begins from planning the trip to end it by fulfilling all
identified needs and demands of the consumers. These amenities can
be further divided into two leading segments on the basis of primary
and secondary requirements of the customers. In context to which, the
primary product offered by Thomas Cook refers to the holiday package
of Morocco and Egypt where it will be a golden summer trip for the
travellers with lot more fascinating offers in the year 2018. For this,
they have hereby planned to book advance tickets for their interested
clients and users willing to travel in an inclusive flight package with all
facilities of food, accommodation and entertainment, etc. It is with yet
another proposed USP by the cited entity where they are together
providing a huge concession on this inclusive holiday package.

Cont...
However, the secondary provisions have included
some additive offers by the quoted firm to their
clients and users that are as mentioned below-
 Hotels and Accommodation
 Foreign Exchange

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