Thomas Cook: Marketing Mix Development, Service Sector, Total Tourism

This report presents an analysis of Thomas Cook's marketing essentials, focusing on the development of the marketing mix (4Ps) and the importance of service sector marketing mix elements within the travel sector. It addresses issues associated with product, price, place, and promotion, considering factors like customer expectations, competitor strategies, and channel distribution. The report also assesses the significance of extended marketing mix elements—people, process, and physical evidence—for Thomas Cook, highlighting their impact on customer handling, online offerings, and web presence. Furthermore, it applies the concept of the total tourism product (TTP) to Thomas Cook, emphasizing the combination of services required to deliver a satisfactory travel experience, including destinations like Morocco and Egypt, airlines, hotels & resorts, and tourist guides. Desklib offers a wealth of similar solved assignments and study resources for students.

Thomas Cook
Marketing essentials

3.1 Presenting issues which are associated
with the development of marketing mix
4Ps
Product: Changes in customer’s want and expectation
level, facilities and services offered
Price: Consciousness of customers in relation to
higher prices, competitors strategy, Seasonality,
destination
Place: Channel of distribution
Promotion: Education level, preferred mode, usage of
social media etc.

3.2 Assessing the importance of service sector
marketing mix elements to the travel sector
Extended elements of marketing mix are highly
significant for Thomas Cook in the following way:
People: Customer handling, quick response of issues,
development of innovative tour packages.
Process: Online offering and booking
Physical evidence: Creative web page, images

3.3 Applying the concept of total tourism product
with the reference to Thomas Cook
Total tourism product contains wide range of services which in turn offers
satisfactorily travel experience to the customers. Moreover, tourism sector includes
several of other industries such as airlines, hotels, restaurant etc.
Total tourism product (TTP) implies for combination of services which are highly
required for developing a complete tour package. Hence, TTP is the bundle of
products which satisfy the needs, wants and expectation level of customers. TTP refers
to the total experience which is given by Thomas Cook to the tourists.
By taking into account all such aspects Thomas Cook focuses on including all the
necessary products in the plan. Moreover, now luxury and status is one of the main
factors that is considered by customers at the time of decision making.

TTP of Thomas Cook’s Planned trip
TTP of Thomas Cook includes the following aspects:
Destination: Morocco and Egypt
Airlines
Hotel & Resorts
Tourist guide
All the above aspects clearly present that tour
packages of Thomas Cook include the combination of
services and sectors.

REFERENCES
Francioli, F. and et.al., 2017. The evaluation of core
competencies in networks: the network competence
report. Journal of Intellectual Capital. 18(1). pp. 189-
216.
Hair Jr, J.F. and Lukas, B., 2014. Marketing research.
McGraw-Hill Education Australia.
Hollensen, S., 2015. Marketing management: A
relationship approach. Pearson Education.

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