Analysis of Marketing Information Systems for Thomas Cook Group

This report examines the application and effectiveness of Marketing Information Systems (MIS) within the Thomas Cook Group, a British global travel company. The report explores how the company utilizes MIS components, including internal records, marketing intelligence systems, marketing decision support systems, and marketing research, to gather and analyze information related to the tourism industry. It details how MIS aids in marketing research, competitive intelligence, and decision-making processes. The report evaluates the effectiveness of MIS in improving communication, addressing customer issues, and identifying market trends. Ultimately, it concludes that MIS plays a crucial role in Thomas Cook Group's marketing strategies, enabling quick managerial decisions, understanding customer preferences, and gaining insights for competitive advantage in the tourism sector.

M4X01916-MARKETING
ESSENTIALS
Student Name: Simona Claudia Ursu
Student Number: 181844

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
The company is using MIS and its components as the tool for marketing.................................3
The effectiveness of the company's use of MIS, information gathering and communication....4
Effective use of MIS for marketing, information gathering and communication.......................6
CONCLUSION................................................................................................................................7

INTRODUCTION
Marketing essentials comprises use of applications, marketing mix and
implementation of strategic development plan in order to achieve organisational goals and
objectives whereas Marketing information system refers to gathering, storing, analysing and
distribution of marketing information to the mangers according to the informational needs of an
organization.
The project report is based on Thomas Cook group. It is the British Global travel
company. The firm is founded in the year 1841. Its headquarters is situated in London, England
in United Kingdom. It provides assistance to the tourist and work as Travel agencies. The report
will outline the use of MIS and its components as the tool for marketing in the Company.
Further, it will define the effectiveness of the Company after the use of MIS. Then the
assignment will evaluate together the use of MIS is effective for the Company or not. Laslty,
report will provide conclusion.
MAIN BODY
The company is using MIS and its components as the tool for marketing
The Marketing information system helps to provide updated information and there use of
new techniques for the speedy and accuracy in the Thomas Cook Group. It helps to analysis the
past, current and future information regarding the hotel business. It also facilitates to evaluate
the factors that influence the marketing decisions of Thomas Cook group in order achieve the
desired needs of tourist in hotels (Hendrickson, 2016). The marketing information system are
decision support system that helps to target at specific decisions of marketing in the company.
They help to investigate the external exporting barriers that engage in the international
environment. It helps to maintain the tourist records and facilitates the transactions
electronically. The company is providing the services online to attract the customers.
Components of Marketing information system
Internal record
Thomas Cook Group rely on the internal reports related to the tourist, orders, price
levels, receivable and payables. The company prepares invoices and transmits at various
departments (Use Of Information System In Tourism & Hospitality Industry, 2018). The billing
department try that invoices should send as soon as possible. It is the tourist that sets the
internal record keeping. The vital source of records through the use of MIS the Company
analysis the inventory levels, credit policy and profit margins to tourist.
Marketing intelligence system

It is the set of procedures and sources that are used by the Thomas Cook Group in
order to obtain everyday information about the environment of tourist industry. The Company
collects the marketing intelligence as follows -
 Sales Representatives - They pick information and send to the Company. They help to
sport and report the new developments.
 Distributors, retailers and other intermediary - The Thomas Cook Group motivates the
members to distribution channel to pass the information to their tourist agencies.
 External networking - The Tourist agencies of Thomas Cook Group read competitors
published reports, talk to the tourists and analysis the strategies of the competitors.
Through this they analysis the current trend and demand of the tourist.
 Published data - The Company tocks the advantage of data resources both primary and
secondary and also reads the governments reports on the tourist industry. To identify
current polices and procedures in tourism (Yadav and Rahman, 2017). For example, the
gather information such as census, information on changing population, family structure
and demographic groups in order to lead there Company towards profitability.
 Tourist Feedback - It is useful technique to review the clients choices and preferences.
Through this Thomas Cook Group analysis their limitations and drawbacks and further
make improvements in their hospitality facilitates and tourism assistance services. They
get chance to evaluate their performance through Tourist feedback.
Marketing decision Support System
It helps managers to take better decisions for Thomas Cook Group. It is supported by
the hardware and software to gather information from the business. Current Software and
hardware program assist the designing research studies. The marketing software assist the
marketing research, segmentation, selling price and budget.
Marketing Research
It is the technique for accurate decision making. It is helpful in studying and resolving
the marketing issues (Rowley, 2016). The techniques are useful in manufacturing, exporting and
service organisation. It provides alternative solutions to the Thomas Cook Group. The company
identifies the current marketing trends and demand of the tourism industry through its marketing
research they collect data and record.
The effectiveness of the company's use of MIS, information gathering and communication
Thomas Cook Group is effectively using marketing information system in their
organization to do marketing research, collection, storing and processing the data which is

relevant for the tourist industry. It uses to gain insights that will contribute the marketing choices,
competitive intelligence, marketing research and helpful to asses the data of Tourist industry
(Link, IVerizon and Telematics Inc, 2017). The role of MIS is the fundamental stipulation for the
success realization of the research project. The system utilize to collect information and the
needs of the tourist.
It helps to speed up the process of decision making in the company. It also helpful in
problem solving. The company gets to know the tourist problems which are using their
assistance services or who are staying in hotel rooms. The MIS also assess the travellers
problems. It facilitates to take managerial decisions. It automates the managerial processes and
improves the personal efficiency. It also helps in eliminate the value chain activities in the
Tourist industry.
For evaluating the performance and for identifying useful facts for the future planning of
Thomas Cook Group, MIS helps to analysis the past sales and interpret the cost information of
the Tourism and hospitality industry (Koçoğlu, Yilmaz and Kayhan, 2017). All the activities of the
company rely on the marketing information and stringent marketing research process in order to
find the insights on which managers can trust. This helps to generate the stored within the
Company. It helps to managed the data from the accounting sales, activities of sales and
financial liabilities.
The particular research of the company develop an ongoing commercial databases that
contain information on touristed traits. The Business environment prognosis the industry and
company performance. Marketing information system helps to analysis the current trend of
tourist industry and helpful in assessing the marketing information. MIS mainly concentrate on
intertidal and intermediate operating environment data. Its verifiable research helps to support
the study through using the survey methods. Its helps to investigate current marketing trend that
use within the tourist industry.
Thomas Cook Group inform their managerial department to resolve the customers
issues. The different views and perspective of tourist get to know with the help of MIS. Thomas
Cook Group gets to know about the favourite cuisine of the tourist, their favourite destinations
with the help of MIS. This facilitates them to order raw material in accordance with the tourist
needs (Li, Hu, Huang and Duan, 2017). It facilitates the tourist to do regular sourcing. The
marketing information system tapped into regular sourcing. They study other differences
between the top and bottom performance employees. This helps to maintain effective
coordination and synchronisation among the workers in order to deliver best services to the
tourists.

Effective use of MIS for marketing, information gathering and communication
Marketing information System has recognized important source for marketing
intelligence. It has benefits of providing the necessary data about the Thomas Cook Industry at
lower cost than other resources. The marketing information system also facilitates the decision
makers to for the current opportunity in Thomas Cook Industry.
The MIS is the combination of people, technologies and processes that helps to manage
marketing information, overseeing market research activity and helps in delivering the tourist
industry. The Marketing information System helps to identify the tourist problems, their desires
and available choices. The tourists seek satisfaction while they stay in hotel rooms or used to
travel through the Thomas Cook flights. They want to affiliate with the comfort level while they
are travelling.
It helps to analysis the past sales and interprets the cost information that is important for
evaluating the performance and providing the useful facts. It helps to address quick decisions of
the tourist problems. They tape into regular sources of marketing information about the tourism
industry (Bernabé-Moreno, Tejeda-Lorente and Herrera-Viedma, 2015). Research is aligned
with the marketing information for the others areas of the Thomas Cook Group such as
hospitality and travel agencies. The Marketing information research address the needs of tourist
quickly. It provides accuracy. It helps to improve decisions which are taken by Company prior.
The tools put marketer together with their tourist.

CONCLUSION
It is concluded from the above report that marketing information system helps to collect
data and facilitates to gather the relevant information related to tourists. It is summaries that
Thomas Cook Group use MIS to take quick managerial decisions. Through MIS they get to
know the current choices and preferences of the company. It is determined that the Thomas
Cook Group uses the MIS to gain insights that will contribute the marketing choices, competitive
intelligence, marketing research and helpful to asses the data of Tourism industry.

REFERENCES
Books and Journals
Bernabé-Moreno, J., Tejeda-Lorente, A., and Herrera-Viedma, E., 2015. CARESOME: A system
to enrich marketing customers acquisition and retention campaigns using social media
information. Knowledge-Based Systems.80.pp.163-179.
Hendrickson, B.M., 2016. System and method for improving customer wait time, customer
service, and marketing efficiency in the restaurant, retail, hospitality, travel, and
entertainment industries. U.S. Patent 9,390,424.
Koçoğlu, D., Yilmaz, M.A. and Kayhan, M., 2017. Applications of Marketing Information System
in Banking Sector: A Study on VakıfBank. European Scientific Journal, ESJ.13(10).
Li, Y., Hu, C., Huang, C. and Duan, L., 2017. The concept of smart tourism in the context of
tourism information services. Tourism Management.58.pp.293-300.
Link, I.C.M., Verizon Telematics Inc, 2017. Method and system for providing targeted marketing
and services in an SDARS network. U.S. Patent 9,652,461.
Rowley, J., 2016. Information marketing. Routledge.
Yadav, M. and Rahman, Z., 2017. Social media marketing: literature review and future research
directions. International Journal of Business Information Systems.25(2).pp.213-240.
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