Marketing Mix Analysis: Thomas Cook's Summer Holiday Package, 2018

This report provides a comprehensive analysis of the marketing mix, specifically focusing on Thomas Cook's summer holiday packages for Morocco and Egypt. It delves into the core elements of the marketing mix: product, price, place, and promotion, highlighting the challenges and strategies associated with each. The report also examines the service sector mix, including people, process, and physical evidence, and their significance in the tourism industry. Furthermore, it explores the concept of the total tourism product, emphasizing the importance of providing comprehensive services and quality facilities to enhance customer satisfaction. The report concludes with a list of references, providing a foundation for further research and understanding of marketing strategies in the travel and tourism sector. The report is designed to provide a solid understanding of marketing mix and service mix elements in the tourism sector.

Marketing in
Travel and Tourism
Understand the role of marketing mix
TASK 3

Table of Content
Introduction
Marketing mix
Issues in Product, price and place
Service sector mix in tourism sector
Importance of service sector mix
Concept of total tourism product
References

Introduction
• Thomas Cook is preparing a summer holiday package
2018 to Morocco and Egypt.
• Issues, problems, importance and various concept of
marketing mix will be highlighted in this presentation.

Marketing Mix
Marketing mix refers to that framework which is adopted by
organisation for getting success and growth in dynamic
environment.
It have four elements of products such as product, price, place
and promotion.

Issues in the product, price and place
elements of Thomas cook
Every organisation faces problems in marketing mix, Thomas
Cook Group also faces issues with the core components of
marketing mix, which are:
Product
Differentiation in goods
and services, and new
product development
Price
Competitors price and
loss making low pricing
schemes
Place
Stability in Morocco and
Egypt

Service sector mix elements of the
tourism sector
Service mix refers to three additional elements of marketing
which were added and support service sector which are
tangible in nature.
Three elements are:
People
Process
Physical evidence

Importance of service sector mix
elements to the travel sector
Service sector mix is very essential for tourism sector:
Enhances quality after sale of services
Improves company image in new market
Increase customer satisfaction
Elaborate the range of products

Concept of total tourism product
Total tourism product is especially designed product with
major aim of providing quality facilities to their customers
with all services includes accommodation, hotels, transport,
other services like spa, park and parlour etc.

References
Morrison, A.M., 2013. Marketing and managing tourism
destinations. Routledge.
Moutinho, L. ed., 2011. Strategic management in tourism.
Cabi.
Park, J. and Oh, I.K., 2012. A case study of social media
marketing by travel agency: The salience of social media
marketing in the tourism industry. International Journal
of Tourism Sciences, 12(1), pp.93-106.

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