Marketing Strategies for Travel and Tourism: Thomas Cook's Case Study

This presentation focuses on Thomas Cook's marketing strategies for its summer holidays in Morocco and Egypt. It analyzes the application of the 4Ps of the marketing mix (product, price, place, and promotion) in the context of travel and tourism. The presentation also explores the significance of the service sector mix elements, including physical evidence, people, and process. Furthermore, it discusses the concept of the total tourism product, highlighting how Thomas Cook integrates various services and products to enhance customer experiences. The analysis covers customer preferences, pricing strategies, market selection, promotional mediums, and the importance of customer service and operational processes. The presentation concludes by emphasizing the comprehensive nature of the tourism industry, which encompasses various related sectors to cater to diverse customer needs.

MARKETING IN TRAVLE AND
TOURISM
(TASK 3)

Introduction
This presentation is focus on Thomas Cook which is
planning for the summer holidays in Morocco and
Egypt. It is a tropical destination.

Issues in the 4Ps of marketing mix
Marketing mix consists of different functions to guide the marketing
strategy planning. The main four elements are product, place, price and
promotion. In any company having marketing strategy these elements are
classified and planned accordingly. Thomas Cook's summer 2017 summer
holidays to Morocco and Egypt are considered in the context.
 Product- For any company to launch it's product, in this case travel
package as service analysis of the product user is very crucial. The
selected group of customers are to be studied for their preferences and
demands as for travelling to Morocco and Egypt.
 Price- It is the most important factor for any product or service in the
market. The price for the tourists normally interested in travelling to
Egypt and Morocco should be considered and planned accordingly.

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 Place- The place of marketing of a product or service is as important
as the product itself. If the right market is not selected then the
chances of the product to fail increases. Thomas Cook should select
the market and areas for it's summer holidays package to Morocco and
Egypt.
 Promotion- To promote the product or service for any company, if the
latest and commonly used medium is not selected then a wide number
of potential customers might not be influenced. While promoting it's
product for summer holidays, Thomas Cook should select the latest
mediums such as internet and social media as well as traditional
methods to increase the customers base to be influenced.

Importance of service sector mix elements to
the travel sector
Other than the above 4P's of the marketing mix, the remaining elements
for service providing industry are physical evidence, people and process.
 Physical evidence- Travel and tourism sector being a service industry
needs a physical evidence of the services provided by it. As the service
are intangible there is no other proof of it except the evidence that the
service was delivered to the customer. Thomas Cook as a service
providing company needs to acknowledge all the services provided by it
with some proof of evidence.
 People- The most important element of any sector to have a proper
marketing planning. The users and the market are equally important for
the company. The company provides services to the customer and it
operates through the market. Thomas Cook has a large customer base
and gives employment to many people.

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It makes the element most crucial for the industry. The market and
industry could not operate and function without this element as
demand and supply both are created by the them.
 Process- It is the element where the implementation of the plans
starts. It effects the functioning of the organisation and the
services provided by it. To operate smoothly the company needs
to have a proper process to maximize revenue and minimize the
costs. Thomas Cook has a proper functioning process system
which is shown by it's growth and well maintained customer
base.

Concept of total tourism product for a
tourism business
Travel and tourism industry is the very sector which has included all
the other related industries with it. Now days when travel
companies offers it's products as services it also includes other
services and products to enhance the customer's experiences and
quality value.
Total tourism products includes all the other features that the
company offers along with it main element. It includes services and
products other than travelling such as vehicle for local transport,
accommodation, recreational activities, site seeing tours, sports and
leisure activities as well. Tourism industry focus on catering the
needs and demands of the customer no matter how specific it is.

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The fourth largest travel and tourism company as now, Thomas Cook
includes all such services and products for it's customers satisfaction. It
provides accommodation and tour packages for the customers and creates
specialized packages as per the customer's demands as well and make
activities available for them. It also gives different options of travelling by
different modes of transport. It is a preferred company even for the famous
and elite class of clients as it is able to deliver a high class and quality
services as well as private tours for them to maintain privacy while they
travel throughout the world.
Thus, the tourism industry is considered as the bundle of all the industries
as it doesn't operate on its own alone and works with hospitality industry,
airlines and other transport sector, insurance as well as medical industries
for the protection of the customers health and safety. It can be concluded
that travel and tourism is a group of services.

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