Marketing Report: Analyzing Marketing Strategies in Travel and Tourism

This report analyzes marketing strategies within the travel and tourism industry, using Thomas Cook as a case study. It explores core marketing concepts, the impact of the marketing environment, and factors influencing consumer motivation and demand. The report delves into market segmentation principles, strategic marketing planning, and the significance of marketing research and information. It also examines the role of the promotional mix and its integrated nature. The content includes an analysis of micro and macro environmental factors affecting travel and tourism, and the application of marketing principles to create successful summer holiday packages. The report provides insights into how companies can adapt their marketing strategies to attract tourists to destinations like Turkey and Spain, considering cultural, social, and political factors. It also covers the application of marketing models like SOSTAC for effective marketing planning.

Marketing in travel and tourism

Table of Contents
Marketing in travel and tourism.................................................................................................1
Introduction................................................................................................................................3
Task 1.........................................................................................................................................3
1.1 Understanding Core concept and principal of marketing for travel and tourism......3
1.2 Impact of marketing environment of individual travel and tour......................................4
1.3 different factors affecting consumer motivation and demand in the travel and tourism
sector......................................................................................................................................5
1.4 Analyzing the principal of market segmentation.............................................................6
Task 2.........................................................................................................................................7
2.1 what is the significance of strategic marketing planning.................................................7
2.2 Relevance of the marketing research and market information for manager....................7
2.3 Influence of marketing on society....................................................................................8
Task 3(Enclosed in ppt).............................................................................................................9
Task 4.........................................................................................................................................9
4.1 Integrated role and nature of promotional mix................................................................9
4.2 Enclosed in Poster............................................................................................................9
Conclusion..................................................................................................................................9
REFERENCES.........................................................................................................................12

Introduction
Marketing is known as the action or business of promoting and selling products and services,
including marketing research and advertising
Any person who move to another place for any purpose or for to engage in some
activities from its home town then it is the way when tourism occurs. On the other side, any
organization promotes any activities on some particular destination through the help of
advertisement then it becomes a form of marketing. There are different type of tourism
organization who organize tour on different destination across the country for people. There
are different type of marketing strategies which are used by various tour and travel company
in order to attract large number of tourist from different country with the support of
promotional activities this can be called as marketing in travel and tourism. The present
report is based on Thomas Cook which is one of the leading organization in travel and
tourism industry. In the present report different concept and principal of marketing in the
travel and tourism sector has been explained. Along with this, the roles of marketing mix for
promoting services in travel and tourism has been discussed. Apart from this, use of
promotional mix in travel and tourism is explained.
Task 1
Understanding Core concept and principal of marketing for travel and tourism
According to the given scenario, currently working as the assistant marketing manager for
a Thomas cook travel and tourism company. Further the management wishes to create a
summer 2018 holidays for visiting Turkey and Spain. For this purpose the selected tour
company need to understand the core concept and principal of marketing in travel and
tourism in order to make summer holiday memorable for tourist.
 Needs: Need for anything arises at the time when the delivered services satisfied all
aspects of customer (Vignali, 2001).. As per this Thomas cook can focus on providing
high quality service to its customer such as quality food, accommodation and other
luxury facilities. This can be done by the organization by making proper coordination
with the hotels and located nearby the destination.

 Want: Want is known as the desire to get something. Want of customer develop when
the organization promote its products and services efficiently and effectively
(Chevalier and Serre, 2012). Thomas cook want to create summer holiday for this
purpose it need to conduct survey and research for identifying the needs and wants of
customer for visiting different place. Further the organization need to focus on those
area at Spain and Turkey where customer can enjoy their planned tour (Wise and
Sirohi, 2005). It can work with suppliers so that Wifi and transport facility can be
provided to customer at new place. In addition to this, the cited company can organize
some entertainment facility for tourist.
 Products: in travel and tourism industry products are tour package which are designed
for different destinations. There can be offer which Thomas Cook can provide for
Turkey tour to its customer in order to grab their attention. Further it can be at
affordable rate so that medium class people can also afford it. Further it can be stated
that tour to Spain may not be liked by people because it is known for terrorism and
people like to visit safe and secure place.
 Market: Market is place where there are large number of seller and buyers. In the
present scenario the Thomas cook s seller and its buyer are tourist who planned to
visit Turkey and Spain. For this purpose, Thomas cook need to make open its office
so that customer can easily buy tour package without facing any difficulty.
1.2 Impact of marketing environment of individual travel and tour
Marketing environment is known as forces and factor which impact the organizational
activities and sales. There are two type of environment that is micro and macro which impact
Thomas cook at the time of creating tour package at Turkey and Spain.
Micro environment impact on Spain and Turkey:
 Customers: Customer are very important for Thomas cook because they buy its
products and services. At the time of organizing tour for Customer the organization
need to ensure that all facilities should be like by its customers (Zafiropoulos and
Vrana, 2006). The impact of customers on Turkey and Spain is the lack of key
features that is security and quality. It needs to focus on providing high quality
services to its customer so that it can attract large number of customers which support
organization in making huge profit.

 Competitor: There are many competitor of Thomas cook in travel and tour company
which can impact sale and profit. Some of its competitor my organized tour to Spain
and Turkey. Further their services may be of good quality and of lower price which
impact profit of Thomas cook. For affecting its competitor Thomas cook can offer
additional services at the same price. This strategy support in increasing the sale and
profit.
Macro factor:
 Politics: At Spain and Turkey it is not easy to carry out business activities as pre the
government rule, but business opportunities are provided by the legislative in
systematic agreements in order to security. Regarding this, Thomas cook need to
provide insurance to its customer for making them sure that they are secure at
destinations (Carter, 2007). It creates positive impact on its customers. For example,
in future they may like to come back for the tour package offered by Thomas cook.
On the other side, Spain is place of tourism hub which can create loss for an
organization due to security problem.
 Technology: Thomas cook need to focus on adopting new technology so that it can
provide high quality services to its customer (Zafiropoulos and Vrana, 2006).. Further
it helps in creating good relation between customer and organization. Impact of
adoption of new technology may be positive on its sale because it assists in providing
safe and secure services to its customers.
1.3 different factors affecting consumer motivation and demand in the travel and tourism
sector
The supply and demand perspective has changes with the evolution of the travel and tour
industry. There are various factor on which consumer demand and motivation is depended.
Some of the key factor are as follows:
Factors Factor which motivate customer
to travel Turkey
Motivational factor for
travelling Spain
Personal Turkey is peaceful place and
traditional place, so tour
package of Turkey can attract
those people who like to visit
Youngster can be motivated by
offering them tour package of
Spain. It is so because this place
is adventures. young people like

traditional and cultural place
that is between 15 to 40 years.
adventure as compare to old age
people
Social factor Social motivational factor for
traveling Turkey is reference
group (Falk, 2011).
There are only young people
who lie to visit because there
interest is motivational factor.
Physiological factor The religious belief is one of the
motivational factor for tourist
who will pay for visiting
Turkey
Those people will be motivate to
visit Spain who like to get
knowledge of ancient time and
Pyramids.
1.4 Analyzing the principal of market segmentation
Market segmentation is known as the strategies of marketing which assist in targeting
particular market is known market segmentation. Further, it also helps organization in
accomplishing the goal and objectives. Thomas cook can used MASH criteria in order to
carry out segmentation effectively. Further, segment which is selected by the organization
must be measurable regarding the power, profile and size of the customer.
Along with this , segment which is selected by an organization must be accessible in
meaning and easy to reach and served according to the planned requirement of tour package.
If company serve as per the requirement of package then it can easily make huge profit
(Huang, 2009). On the other hand, to cover the all needs it must be homogenous by nature.
Further, marketing planning is known as the process which help in determining the current
market position further it support in determining the current strategy which company can
used for limited period of time. For this purpose Thomas cook can used SOSTAC model
which help in explaining the marketing process in detail.
S- it is the first step in which company can conduct situational analysis with the support of
different technique such as pestle and Swot.
O- It is the next step in which company need to set its objective which help in finding out the
what it want to achieve by creating new tour package to Spain and Turkey.
S- after setting objective related to new tour package Thomas Cook need to make new
strategy so that large number of customer can be attracted toward the tour package.

T- It is the next step in which is tactical development in which company need to find out the
way the way through which it can achieved given strategy.
A- Thomas Cook need to take action in order to implement the plan with the support of
human, financial and operational resources
Task 2
2.1 what is the significance of strategic marketing planning
Strategy is the plan which is made taking an action in order to achieve aims and
objectives. Further for make some strategy manager of Thomas cook need to take use
different way for marketing its product and services (Spencer, 2006).. For this purpose, it can
take support of newspaper, television, and social media etc. according to the given scenario
Thomas cook is creating a new summer holiday tour package in two country that is Turkey
and Spain. In context to this, Manager need to prepare the plan for making this tour package
successful.
Company can use tactical plan in order to attract large number of customer. For example,
strategic plan which company made can easily help in collecting view and opinion of its
customers. Further company can easily identifying the paying capacity of its buyer for tour
package of Spain.
The strategic plan also help company in gathering the business environmental condition of
country and airline price for each customers. For instance, airline can operation can easily
handle such as British airways. On the other hand hotel and other accommodation facility can
be handle easily by Thomas cook.
2.2 Relevance of the marketing research and market information for manager
Marketing research and market information is important for an organization in order
to do marketing of its product and services effectively and efficiently. The importance of
marketing research is as follows:
Provide valuable data: through market research company can easily get information
related to taste and preference of consumer. For instance, through conducting market research
it can view and opinion of its customer regarding Spain and Turkey tour. If company get

positive feedback it can easily sign agreement with hotel in new country for staying purpose
of tourist.
Increasing the sale: for this marketing help the organization in gaining valuable
information in order to make product and services. For example, with the help of market
research Thomas cook can easily collect information related to environmental condition of
country in which it plan tour
2.3 Influence of marketing on society
Marketing is a tool which can be used by Thomas cook in order to grab the attention
of large number of customer for making aware of its product and services. There are different
type of marketing such as sale, promotion, advertising, direct marketing etc. which can be
used by the organization for targeting society. There are some positive and negative impact of
marketing on society which are as follows:
Positive impact of marketing on society:
 Bring money into country: Marketing play significant role in attracting tourist in
country. All the money which is government get through travel company can be used
for betterment of society (Swarbrooke, 2004). Along with this money get by different
firm help in improving the infrastructure for the growth and development of country.
 Create job: Marketing help in increasing the demand of tourism in particular
company. So fir meeting the high demand of tourism it is required to hire employees.
In relation to this, the demand of Thomas Cook will also increase because it became
popular and it help in reducing unemployment from the country.
 Information of product: Marketing is a important tool which provide information of
new products and services to customer. It make easy for customer to choose buy
product after getting whole information. For example, Thomas cook is creating a new
tour package for its customer so it can provide information on television and its
website of its tour package and services it provide to its customer.
Negative impact

 Pollution: The travel and tour activity impact the natural beauty of particular
destination. Due to this, people live nearby destination can be impacted by pollution
Hence at the time of preparing tour package travel and tourism company need to
ensure that it not create any negative image in society.
 Misrepresentation: Marketing is done in order to attract large number of customer but
some time it mispresent its message which create wrong image in society . For
instance, Thomas cook state that Spain is one of the safe city for travel purpose in
advertisement. Further, at the time of carrying out tourism activity customer find out
it not safe place, this create negative image about the country in mind of customers.
Task 3
3.1 Issues in the product, place, price elements of marketing mix
According to the give scenario, manager of Thomas cook need to make effective marketing
policy for its new tour package of Turkey and Spain. At the time of process the following
problem take place which are as follows:
Issues related to product and services : Product issue is one of the major problem in which
Thomas cook need to decide which type of services it includes for increasing the satisfaction
level of its customer. Issues with product is as follows
Product life cycle: It is one of the another issue which company face at the time of making
decision for choosing a perfect destination. For instance, if Thomas cook find out that the
destination that is Croatia and Romania are unexplored and it is a introductory phase, then
company can easily perform significant improvement in its sale as well as profit.
New product development: Manager of Thomas Cook find out through the Pestle
analysis that Turkey and Spain is one of the insecure country. So manager face problem at the
time of developing new product, so it need to focus on planning new tour package.
3.2
A business which offer services to its customer such as healthcare , travel and hospitality
etc.is come under service industry. Thomas cook need to use service sector mix elements in
order to attract large number of customer is as follows:

People: people are workers of an organization. Thomas cook need to recruit highly skilled
employee and provide them training facility so that they can provide high quality services to
its customer.
Process: in this it show the customer services and the capability of organization to deal with
customer and handle customer complaints (Benson, Tilbury and Wickens, 2012). If company
provide effective services to its customer then it can easily gain consumer loyalty (Yoo, and
et.al., 2012.). For example, Thomas cook create a tour package to Turkey and Spain,
therefore it is a responsibility of tour company to provide them full detail of particular
destination and their services. Further process also show the way of providing services to
customers. For example, Thomas cook can provide online booking facility so that people can
easily book ticket without facing any issues (Ritchie, 2006.).
Physical evidence: It is elements which support organization to enhance the sale and profit.
The organization can provide gift to its customers who book ticket for particular trip (). For
example at the time of creating a summer holiday plan, the organization fall under the
agreement with the hotels and different type of facility such as swimming pool and
transportation facility.
3.3
There are two different category that is primary and secondary.
Primary are the main product which company offer to its customer.
In the present case Thomas cook is offering summer holiday tour package to its customer
which is a main product.
It has been find out that organization is offering one of the tour package.
Further it is providing high quality services and interesting offer to its customer. The tour is
planned so that people can enjoy the trip and have lots of fun and adventures. for travelling
purpose, flight ticket will be booked by company itself (O'Connor, 2010.). On the other hand
secondary product of the firm are known as the additional services which are as follows:
Issues related to price: There are different causes due to which cost of tour package can be
increases. There are some fixed cost that is air ticket, insurance charge etc. on the other hand
some pricing issues are as follows:
Promotional pricing: Thomas cook can used Promotional pricing in order to enhance the sale
within the give period of time. For instance, it can provide discount for children who were
below the age of 10 years.

Discounting pricing: Thomas cook can used discounting pricing technique in order to attract
large number of customer, for instance, from Pestle analysis it has been identified that Turkey
and Spain is no a secure place, so in order to promote tourism in that country it need to offer
discount to its customer.
Travelling: company provide services for travelling from home to airport. All the formalities
related to the flight will be consider by the organization itself. Further for the trip the
organization selected hotel which provide different type of facility to its customer such as
swimming pool facility and other infrastructure etc.
Insurance facility: Thomas cook is now focusing on providing insurance facility to its tourist
for every trip. The insurance can be for luggage, lives and other things which are expensive.
It make new tourist to enjoy risk free and they no need to take tension of their luggage.
Foreign exchange: Thomas coo is also providing money exchange facility for its customer at
the time of starting the tour. It make tourist tension free from foreign exchange facility.
Along with this, the discount offer provided by Thomas cook is also come under the
additional facility. E
Task 4
4.1 Integrated role and nature of promotional mix
Promotional mix support organization in developing different way through which Thomas
cook can easily reach to its targets customer. There are different promotional mix factor
which impact organization sale and growth ((Falk, 2011)). Some of the elements of
promotional mix are personal selling, sale promotion, public relation and advertisement. With
the use of this elements company can easily promote its product and increase sale of its
company.
Advertisement: It is an effective tool which Thomas cook can use for making people aware of
its product and services. It can use social networking site for promoting its product and
services.
Public relation: the public relation help organization in making good image of its brand in
front of customers. There are different tool which come under public relation such as
organizing special event or sponsorship.

4.2 Enclosed in Poster
Conclusion
From the above report it can be concluded that, there are different type of promotional
activity which help organization in increasing sale and profit of its tour package. Marketing
play significant role for a company, in order to grab the attention of large number of
customer. Further it can be concluded that through conducting marker research company can
find out the opinion and view of its customer regarding new tour package. Further company
can easily modify it services and produce new tour package according to the demand of
customer.