Thomas Cook: Marketing Mix Issues & Total Tourism Product Analysis

This report examines the marketing mix elements (product, price, place, promotion, people, physical evidence, and process) and their associated issues within Thomas Cook, particularly in relation to the travel sector. It highlights challenges in product categorization, pricing affordability in markets like Morocco and Egypt, and the effective placement and promotion of holiday packages. The report emphasizes the importance of service sector mix elements in the travel industry, detailing how each element contributes to customer satisfaction and business success. Furthermore, it applies the concept of the total tourism product to Thomas Cook, illustrating how the company combines various elements, including attractions, availability, and comforts, to meet customer expectations and deliver comprehensive travel experiences. The analysis also considers the unique characteristics of tourism products, such as their immobility, high investment risk, and dependence on human factors, while referencing academic sources to support its findings. Desklib provides access to similar solved assignments and study resources for students.

TASK – 3

3.1 Issues in the product, price and place
elements of the marketing mix
• The marketing mix is the set of controllable, tactical marketing tools that
are used by Thomas Cook's company to generate an effective result from
the target industry.
• It includes everything that Thomas Cook can do to influence need for its
creation.
• It is a type of tool is used in companies to assist the market plan and
execution.

CONTINUE...
There are four P's and each of them will contribute to the market mix but
there are certain problem that are faced by Thomas Cook due to each
marketing tools that are used and they are as follows-:
1)Product: The issue faced is that proper categorization of product is not
done .
2)Price: This issue faced is be due to price that may be not be affordable for
population of Morocco and Egypt.
3)Place: The goods were not made available at correct place and correct in
Egypt summer holidays .

CONTINUE...
 4)Promotion:. Thomas Cook holiday package for summers were not able to
fulfil the needs of Morocco and Egypt population through promotion.
 5)People-They are the one who provide the services and are the important
for success of deal.
 6)Physical Evidence-This factor will be important to the travel sector
 7)Process-It is a way in which a service is delivered to end customer.

Continue...

3.2 The importance of service sector mix
elements to the travel sector
The 7 elements of service marketing mix can be of great importance to
travel sector if these factors are used in a proper way .
•Product- The services offered by the travel sector can't be touched
and feel
•Price-The price of product depends on the raw materials used
•Promotion-Through this the travel sector can make people ware about
their services and packages they have been providing
•Place-This factor help the travel sector to find out the places that are
mostly preferred and sited by customers

3.3 Applying the concept of the total
tourism product to an individual tourism
business
• Thomas is an agency that deals with tourism and hospitality
industry.
• The total tourist product for Thomas Cook will consist of group
of ingredient or elements brought out collectively to fulfill the
customer wants and desires.
• It can be anything that can be offered for attraction, acquisition
and consumption.
• Basically Thomas Cook is designed to provide the travelers with
the experience and benefits of utilizing such a augmented
products.
• People not just only purchase product they buy expectations
and performance.

Continue...
• Therefore, Thomas Cook is a combination of both experiences and what
traveler does during the tour.
• The product can be the services used and the product purchased during the
tour.
• The tourist product is total experience of visitors.
• It comprises of everything and every person they interact with during the
tour.
• Tourist product can be more than a attraction and accommodation.
• Tourist product of Thomas Cook include all the important elements of
product plus lavishness and position. .

Continue...
The tourist product cannot be moved,they have a high level of risk in terms of
investment and are highly dependable on human factors.
The tourist product of Thomas Cooks offer-:
•Attractions,which is good tourist attraction of nature,cultural and festivals etc.
•Availability,the way of obtaining Thomas Cook desired goals.
•Comforts of the facility to provide pleasure and luxury to customers.

REFERENCES
• Schegg, R. and Stangl, B., 2017. Information and Communication Technologies in
Tourism 2017.
• Mossaz, A. and Coghlan, A., 2017. The role of travel agents’ ethical concerns when
brokering information in the marketing and sale of sustainable tourism. Journal of
Sustainable Tourism, 25(7), pp.989-1006.
• Suhartanto, D., 2017. The role of store coopetition and attractiveness on the
performance of tourism destination and its retail stores. International Journal of
Tourism Policy, 7(2), pp.151-165.
• Cvelbar, L.K., Grün, B. and Dolnicar, S., 2017. Which hotel guest segments reuse
towels? Selling sustainable tourism services through target marketing. Journal of
Sustainable Tourism, 25(7), pp.921-934.
• Yüksel, A., 2017. A critique of “Response Bias” in the tourism, travel and
hospitality research. Tourism Management, 59, pp.376-384.
• Font, X. and McCabe, S., 2017. Sustainability and marketing in tourism: its
contexts, paradoxes, approaches, challenges and potential.

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