Hospitality Marketing Essentials: A Thomas Cook Case Study

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Hospitality Marketing Essentials
Thomas Cook
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TABLE OF CONTENTS
LIST OF FIGURES.................................................................................................................... 3
INTRODUCTION......................................................................................................................4
ACTIVITY 1 (LO1)...................................................................................................................5
POWERPOINT PRESENTATION.........................................................................................5
ACTIVITY 2 (LO2+LO3)........................................................................................................16
MARKETING PLAN............................................................................................................16
CONCLUSION.........................................................................................................................22
REFERENCES........................................................................................................................ 23
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LIST OF FIGURES
Figure 1 Ansoff matrix..........................................................................................................20
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INTRODUCTION
This assignment will focus on the hospitality sector industry Thomas Cook which is a
British travel company formed on 19th June 2007 in the UK. This is an airline industry
and merger of Thomas Cook AG. This is a public hospitality and tourism company which
provides Flights, Hotels and Package Holidays all over the world (Cook, 2016).
This assignment will focus on the essentials of marketing by including its functions and
concepts as well as link with other functional departments of the company and
reflecting their roles and responsibilities for widening the company. This assignment
will help the manager of the company in setting up a marketing plan for introducing a
new service or product in the market. This will compare the marketing mix of the
companies for achieving the objectives of the business.
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ACTIVITY 1 (LO1)
POWERPOINT PRESENTATION
Slide 1
5

Slide 2
6

Slide 3
7

Slide 4
8

Slide 5
Marketing is a concept of critical thinking of an organization which aims to provide
satisfaction to their customers so that they can retain them.
Marketing concepts: these are the strategies formed and implemented by Thomas
Cook for satisfying needs of customers, increasing sales, maximizing profit and beating
the competition as well. It involves;
Production Concept: it focuses on highly convenient and affordable products of the
consumers and this department focuses on the quality and durability of the products.
Product Concept: this depends on the call of the customers on a particular brand and
quality of the product ort services.
Selling Concept: this is the activity of selling airline services to customers by using
promotional strategies to attract them.
Marketing Concept: it focuses on a segmented and targeted market and people for
providing them with the best airline services comparatively to the competitors.
Societal Marketing Concept: it is related to social and environmental trends for
increasing the level of satisfaction of the customers regarding their services.
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Slide 6
Market analysis: this is the primary function of marketing of Thomas Cook where the
salesman with the assistance of the exploration group goes into the market for looking
through the market patterns, openings and dangers.
Market division: this is another marketing function, where the advertiser or marketer
chooses the section of the market just as chooses to focus on the customers for services
of the company.
Pricing distribution: the manager of Thomas Cook chooses to set the strategies of
pricing of the services which depends on market study and the cost of competitor's
merchandise.
After-sales services: this is additionally the marketing function where the manager
gives fulfilment to the customers by giving them powerful and moderate goods and
services just as offering them after-sales services for holding them.
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Slide 7
Meet the requirements of customers: this is the responsibility of the marketing
department to meet with the needs of customers to fulfil them. Thomas Cook plans to
give great quality services to the consumers to make them fulfilled and hold their
interest.
Wider market: Thomas Cook wants to extend their services everywhere throughout
the world and this is the job of the marketing department to catch up the market trends
and improve the service quality and effectiveness for the demands and necessities of the
market.
Managing market: this is the obligation of the marketing manager to deal with the
interest of the market of the services of the organization to develop them by expanding
services and increment the production of the demanded items and power supply for
dealing with the interest.
Face rivalry: this is another role and responsibility of the marketing manager to keep
up the harmony between the competitor's contributions and customers by analyzing the
market intently. The manager of Thomas Cook gives powerful and moderate services to
the customers for confronting the competition and holding the customers.
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Slide 8
The functional areas are interlinked with marketing as their main motive is to provide
benefit to the company and helps in widening the company. The functional departments
in Thomas Cook help the company in expanding its services and products all over the
globe. The airline industries get benefitted by the relationships of the functional areas as
they help in finding out the current and future needs of the market and the customers so
that the company can wide their services by enhancing quality. The operations of
Thomas Cook focuses on the growth of the market of B2B or B2C where the company
has focused on both the markets.
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