Analyzing Marketing Strategies of Thomas Cook in Travel and Tourism

This presentation delves into the marketing strategies within the travel and tourism sector, focusing on Thomas Cook's approach to its 2018 summer holiday packages in Morocco and Egypt. It identifies issues related to the product, price, and place elements of the marketing mix, such as high initial costs, market skimming pricing policies, and security threats in destination areas. The presentation emphasizes the importance of the service sector mix, including people, packaging, and partnerships, to enhance brand image and service delivery. Additionally, it explores the concept of the total tourism product, differentiating between specific and total level services, and highlighting how additional services can improve customer satisfaction without significantly impacting profit margins. The analysis draws upon various references to support its insights into effective tourism marketing strategies.

Marketing In Travel And Tourism
Task

Table of contents
• Introduction
• Issues in the product, price and place elements of the
marketing mix
• Importance of service sector mix elements to the travel
and tourism sector
• Concept of the total tourism product to an individual
tourism business
• References

Introduction
• This presentation is explaining the issues related with
different elements of marketing mix in travel and tourism.
It also describe the importance of service sector mix and
the services that are in demand of the market.
• It is also describing the concept of total tourism product
which influences the overall experience of the traveller
when they are going on with a package.

Issues in the product, price and place
elements of the marketing mix
Thomas Cook is planning to launch its summer holiday
package in year 2018 in Morocco and Egypt. So, it is
important for corporation to pay more attention on the keys
elements of marketing that is price, product and place .
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Cont..
There are some issues that manager is facing regarding these
key elements:
• Product: This new holiday packages are charging more cost
in beginning and aims to earn maximum revenue. But same
services or products can be delivered by their competitors at
lower prices. This will impact negatively on the performance
of corporation as people will prefer the low prices.
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Cont..
• Price: Firm are using market skimming costing policies
which enable them to charge maximum cost during the
first launching of services. Main issue faced by
corporation is that most of the people cannot afford such a
high price of tour package. Additionally, there are many
service providers that offers their services at minimum
cost in Egypt and Morocco.

Cont..
 Place: Major issues in the terms of place is that Egypt and
Morocco are those areas that are facing continuous threat
of terrorist attack.

Importance of service sector mix
elements to the travel and tourism sector
Service sector mix elements regards to gather different
elements of service marketing that help Thomas Cook to
convey its brand image to a large group of people. This
assists corporation to offer effective services.
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Cont..
To assure the prosperity of marketing campaign firm have
to take aid of additional elements of service mix that are
listed below:
• People: Enterprise have to provide better training and
development to their employees so that they can give
good services to travellers.
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Cont..
• Packaging: This states that how services are offered or
presented to consumers.
• Partnership: Corporation can make partnership with
local and famous service providers of Morocco and Egypt
such as hotel, restaurants, transportation, etc.
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Concept of the total tourism product to
an individual tourism business
Total tourism product refers to set of various services that
are offered by organisation to the expected users to increase
their experience like offering them additional services. For
example people want something extra in some places like a
wine bottle in the hill stations, a massage at resorts or a
bonfire at the trekking places.
This aids in supplying best services at low-cost.
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Cont....
By using specific level services, corporation offer different level
services like sight seeing.
Furthermore, total tourism product aids Thomas cook in offering
complete tour experience to travellers from the whole journey
of the tour. So, corporation books airline tickets of both arrival
and departure, accommodation services, leisure tasks like spa,
theme park, etc.
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