Marketing in TTM: Strategies for Thomas Cook Group (Semester 1)

This report delves into the core concepts of marketing within the travel and tourism sector, focusing on the Thomas Cook Group. It examines the influence of the marketing environment on businesses, analyzes consumer motivation and demand factors, and explores the principles of market segmentation. The report also emphasizes the importance of strategic marketing planning, marketing research, and the impact of marketing on society. Furthermore, it discusses the integrated nature of the promotional mix. The assignment provides a comprehensive analysis of marketing strategies and their application in the travel and tourism industry, specifically highlighting the context of Thomas Cook's operations and the potential for expansion into new markets like Egypt and Morocco, considering consumer preferences and government policies. The report also covers the principle of market segmentation, demographics, purchasing style and personal characteristics.

MARKETING IN TTM

Table of Contents
INTRODUCTION...........................................................................................................................3
Task 1...............................................................................................................................................3
P1.1 The core concepts of marketing in the travel and tourism sector........................................3
P1.2 Impact of marketing environment on individual travel and tourism businesses within the
Thomas Cook Group....................................................................................................................4
P1.3 The factors affecting consumer motivation and demand in the travel and tourism sector..5
P1.4 The principles of market segmentation and its use in marketing........................................5
TASK2.............................................................................................................................................6
2.1 Importance of the strategic marketing planning for the selected travel and tourism business
or tourist destination....................................................................................................................6
2.2 Relevance of the marketing research and the market information to managers in the travel
and tourism sector........................................................................................................................7
2.3 Influence of marketing on society.........................................................................................9
Task 3.............................................................................................................................................10
Covered in PPT..........................................................................................................................10
Task 4.............................................................................................................................................10
P4.1 The integrated nature and role of promotional mix...........................................................10
4.2 Covered in poster.................................................................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Travel and tourism plays a very important role in the upliftment of any national economy.
Therefore, the matter of its marketing and promotion must be considered as a significant
approach. The tourist locations are to be maintained as per the expectations of the arriving
tourists. The strategies of attracting more tourists to the national heritage sites and other major
tourist spots must be made accordingly under experts' surveillance. Marketing strategies and
advertisements of the national travel and tourism department and its various divisions must be
put positively on top priority (Moutinho, 2011). Tourists are a major form of revenue for the
national economy and it values accordingly to the foreign exchange rate in the countryside.
Promotion of schemes and tourist packages have to be done in order to inform the travel lovers
all around the globe. Thomas Cook have been a top travel and tourism associate in the United
Kingdom and yet provides package of different varieties to various countries.
Task 1
P1.1 The core concepts of marketing in the travel and tourism sector
Marketing has been a part of importance in every sector of organizations and it is a
major thing that could create a betterment in the ultimate result. Marketing is an activity that
decides the products, services and their delivering style to its customers. This is a step in the
process which would bring in more customer satisfaction and therefore, could impact in
increasing the number of sales of the product and purchased services. For all the above reasons
that matter in the business, not considering what sector it is, can be applicable to the a company
in the travel and tourism sector too (Hall, Timothy and Duval, 2012).
Thomas Cook has been in the leading companies in the sector of travel and tourism from
a long period of time globally. There have been certain areas in the globe where the firm couldn't
extend their approach to. For the same reason, some portion of the total customers have been not
able to fulfil the dreams of travelling around in cities where the company has no reach. In order
to satisfy the customers, the process of marketing has been a requirement for Thomas Cook to
create new marketing strategies to extend their reach those countries and cities where they did
not have a connecting knot.
Thomas Cook has been serving the customers very well and now, is planning to serve
them better by providing them products and services of efficient quality. The customers of

Thomas Cook have been loyal in booking tickets with the company and the company have been
successfully providing the happiness to the customers in the form of quality travel packages at
affordable prices (Morrison, 2013). The customers are also being provided with additional
benefits of classy hotels for accommodation and discount on the amount of air tickets. The
customers are been gifted with goodies and voucher for being regular in purchasing products and
services from the organization.
P1.2 Impact of marketing environment on individual travel and tourism businesses within the
Thomas Cook Group
There are certain forces within and outside the organization that influence the capabilities
of the firm to undergo the business they have been doing. The influence maybe direct or indirect
like the forces of trade which operates in a market on which a business has no direct control, but
the way the company operates over there is how they influence to satisfy the customers (Sigala,
Christou and Gretzel, 2012). The internal and external factors of marketing environment are
something that could create a huge impact with their influence in the organization. Thomas
Cook, the company and their stakeholders, are themselves, very impactful in creating the
marketing strategies and their application in the appropriate ways. Other factors of marketing
environment affecting from the external area, like customers and competitors, with the
acceptance of the schemes and similar patterns of marketing strategies to challenge the Thomas
Cook group. Thomas Cook always seems to be accepting the challenges by the marketing
strategies put on by the competitors and keeps enhancing their marketing strategies to retain the
market and customers instead of losing them to the competitors. Government also play a very
important role in the decision making of the company as the aviation rules and other foreign
policies which affect the decisions related in the marketing strategies in a vast manner (Hall,
2013).
Egypt and Morocco have gorgeous destinations that are dreams for the voyage lovers.
Locations like Casablanca, Rabat, Fez, Marrakesh and Cairo. These places have been redefining
the term of tourist destinations in these regions. The areas were mostly left uncovered by the
major travel and tourism partners all around the world. Thomas Cook have been including these
names in their recent meeting for the discussion of some better marketing strategies. The
organization has already taken the voices of the customers' seriously and decided to offer
packages to the beautiful destinations in the countries of Egypt and Morocco. The company has

planned to extend their reach till those countries and fulfil the needs of the customers who are
being loyal to the firm (Morgan, Pritchard and Pride, 2011).
P1.3 The factors affecting consumer motivation and demand in the travel and tourism sector
There are some points at which the customers stay stubborn on the decision of visiting a
particular place for a particular reason. The locations they are dreaming to visit may be
something they came to read about in some book, watched on television or viewed on internet.
The motivation of visiting those locations can be a challenge for Thomas Cook as the customers
have been in constant demand of introducing travel and tourism packages to Egypt and Morocco.
Locations like Cairo in Egypt portrays the beauty of Egyptian History in the museum, the world
famous Egyptian pyramids of the Giza and the great Sphinx monument of the Pharaohs. The
Egyptian resort town known for the red sea beaches and the coral reefs of the Ras Muhammad
National Park have been a traveller's dream for his love for natural beauty (Jacobs, 2016). Places
like Alexandria which is the Mediterranean port city with Roman ruins in the country of Egypt
have also been famous for the museums situated there and the popular Bibliotheca Alexandrina
no tension library. Thomas Cook has been planning to include Luxor known as the capital of
Pharaoh's and the city of Hurghada where the travellers could stop for a huge relaxing break for
diving and snorkeling in the sandy beaches at the Giftun Island (Pons, 2016).
Moroccan city of medieval, Marrakesh is a crave for those history loving travellers who
loves to travel the world to know about the origin of place. Port city of Casablanca which is
famous for a completely different style of architecture known as Moorish-art decol Mauresque.
The city also holds the popularity for the Hassan II waterfront mosque being situated there. Other
Moroccan cities like Fes, Tangier, Agadir and Rabat are also included in the plan for a
14 night- 15 day tour package to Egypt and Morocco by the Thomas Cook Group (Mosedale,
2010). The dreams of the loyal customers of the organizations are brought in notice under these
market strategies with the plan of providing them a two-week package to the cities of Egypt and
Morocco at an affordable price.
Travel and tourism industry is one of the competitive sector which can increase the competition
in the UK market. The manager of the Thomas Cook is requiring to make their products more
attractive which can fulfil the needs. For this they required that to focused on the motivation for
its proposed Morocco and Egypt tour. With the help of these factors they can help to increase the
demand of their tour.

Type of tourist destination: every tourist want their trip to be best Morocco and Egypt is the most
famous tourist destination Morocco is a North African country it bordering the Atlantic ocean
and Mediterranean sea. Morocco famous for its seas and oceans. Large number of customers are
attracted towards the Morocco because of seas and oceans. And Egypt is a linking country of
north-east Africa with the middle east. It is famous of its museum the large number of visitor
attract towards the Egyptian museum it has so much unique and old things of history. Thomas
cook plan better trip for the customers. Morocco and Egypt is the most visited place .
Price of the products: the most influencing thing is price of the product large number of
customers are attracted towards the low price of the product so Thomas cook provide better
facility at very low price just to attract more customers towards the organisation . Thomas cook
promise to their visitor to provide a safe and secure and luxury trip at very low cost. If the
customers are find a better trip in a low rate then they defiantly move towards the low rate so
according to customers need and wants Thomas cook plan a trip for Morocco and Egypt in very
less price.
Government policies: Thomas cook provide a trip according to government rules and policies.
The government of Morocco and Egypt needs to reduce the tax rate on visiting just to attract
more visitor towards the country if the tax rate is low then it is easy to visit and spend money on
trips. And the government need to overcome on visa regulation because of short term visas more
customers are easily visit in so many places and it is defiantly beneficial for the country's profit.
P1.4 The principles of market segmentation and its use in marketing
Market segmentation is all about identifying the customers and realizing about the
activities of decision making regarding to meet their wants and needs. Market segmentation
seeks to learn about the customers and sometimes it may even want the company to research on
the customers to know their needs and wants so that the company could emerge with products
and services that would satisfy those needs by fulfilling their desires (Janoschka and Haas,
2013). The organization has to categorize all those customers together who have similar needs
and features, so that the firm, Thomas Cook can apply the newly built marketing strategies for
each selected segment of market.
Principle of marketing segmentation:
Demographics: demographics is based on population it includes age, race, sex among others.
Every corporation like government and private organisation use demographics just to learn or

study about the population's in which includes characteristics for different purposes, including
policies development and economic market research. Thomas cook use demographics just to
evaluate about the visitor population among the all population's.
Purchasing style: Every different person having their own purchasing style some wants low
range of product and some want high range of product. Some are attracted towards the quality
and some are attracted towards quantity of the product. Thomas cook determine the need and
preference of customer and the give them facilities on the basis of their needs and wants .
Personal characteristics: Thomas cook mostly consider the personal characteristics of the person
and then they offer them according to their characteristics like they provide romantic trip to the
new couples and the provide adventures trip to the friends zone and historical place to the old
age persons ect.
TASK2
2.1 Importance of the strategic marketing planning for the selected travel and tourism business or
tourist destination.
The importance of the strategic plan is that the company does not need to take and sudden
plan or the decisions which can create problems for the organisation the strategic plans helps to
take the decision better and which will be helpful to the organisation to make the correct plan. In
this the owner of the organisation use to make the collection of the information and then they use
to make it in an good way which will make them to take the better decisions for there travel and
tourism, and by that they used to set there goals. Thomson's also use to make the strategic plans
so that they can be able to implement the plans in there organisation so that they can be able to
make plans best and as good as they can which can make the customers more satisfy with it and
they can attract to there organisation (Xiang, Magnini and Fesenmaier, 2015). After making the
plans Thomson's has to update it every time as the external and the internal environment
changes time to time, so while making plan all things should be in mind so that they can make
the plans which are flexible so that if there is any need to make the changes then they can do and
make them effective for the organisation. The methods of the strategic planning is been done by
the SWOT analysis of the market device. SWOT analysis is containing the strength, weakness,
opportunity, technology. All these things make every much of changes in the organisation as it

gives the information about the all basic things affecting and improving the organisation. There
are many model of these which are
 Butler's model:
Explanation
Butler model is also called Tourism life cycle model . It provide tourist resort at very small scale
and get inaction occurs. this model includes 6 stages as follow : 1) Exploration : this is for
adventurous people who looking for something different for a holiday.
2) Involvement : this trip is for local area people in which people start business to provide
accommodation, food, guides, and transport.
3) 3) development : the large companies build large hotel complex, and sell package
holidays. This provide services to high level customers who spend more on trip.
4) Consolidation : economy of local economy is dominated by tourism at this stage many
people will make their money from this type of industry.
5) Stagnation; in this competition arises from other resorts and loss of the original feature.
6) Decline : decline can be slow or continuous and regular tourist are replaced by people
look for a cheap break or day trip.
 Ansoff matrix:

Explanation
it is a product growth matrix it defines that business grow depends on its markets new or existing
products. It includes 4 aspects of marketing which are as follows :
1) Market penetration : its main objective is to achieve the growth of the organisation. It is
a secure dominance of growth market.
2) Market development : it try to develop the market at every geographical level. It follow
the strategy of improvement in existing product and development in new product.
3) Product development : this may require the development of new competencies and
require the organisation to develop good which can appeal to existing market.
4) Diversification : this is very risky strategy because the businesses is moving into market.
 Boston matrix:
Explanation
it is as similar as the Ansoff's matrix. It includes 4 aspects which are as follow :
1) problem children : these are the products of low shares of a high growth market.
2) Stars ; these product are high growth market with a relative high share market.
3) Dogs : these are the product of low share of a low growth market.
4) Cash cow : these are the product which have high share of a slow growth market.

2.2 Relevance of the marketing research and the market information to managers in the travel
and tourism sector.
To provide an right information at the time is the duty on an management of any of the
organisation they have to make the things right and has to manage all the things. It is an market
research methodology to be applied in the organisation so that they can update the informations
so that they may change the plan or any other things according to the change of the market
(Hudson and Thal, 2013). This helps the organisation to make the plans and to gather the market
information and to take the decision according to the market and they can get the information
about the things which are running in the market which will be helpful for the organisation so
that they can update there plans and the strategies according to that which will help in attaining
the goals (Buhalis and Foerste, 2015). In this all the people which are included in organisation
should together do the research on the market so that they can gather the information about the
tour and travel organisation so that they can be able to make changes according to the changes in
the markets and they can make there destination and the places which are been visited by the
people can be improved so it will help the people more attracted to the places and that will help
the travel and tourism to gain the more income and the popularity so the tourist are been attracted
to the place, so this will make the tourism to gain income and help them to contribute to the

economy of that that place so that they can get benefits the government of the country should
also help in developmental and making the plans for the betterment of the place and the tourism
2.3 Influence of marketing on society
There are many techniques from which the marketing has an effect on, which makes
some changes in the organisation, four of the techniques are below:
 Advising the consumer: The customers should have the knowledge of the market so that
they are been educated which they give the services to them. In this strategies the
companies use to take the initiative of convening the customers toward there organisation
so that they can be able to attract the more people towards there organisation (Yasin and
et. al., 2011).
 Supervision of the hopes of the customers: It is important to know about the customers
choice and there likings so that they can make the things or they can provide the services
according to that to the customers which make the customers more attractive to the
organisation so that can be able to make better service to the customers, by providing the
good service according to the market research after that the organisation can compare
there past experience by the present work so they will get to know there grow.
 Financial gain: It is important for the organisation to make the research and they have to
make the customer influence to buy they products and it is necessary to the customers
know about the services the organisation is providing to them and the quality they are
giving and to know differences from the other organisation then only the company will
get to gain attraction and profit. Then only they will be able to compete with there
competitors.
 Modelling behaviour: It is necessary for the vendors to know about the things which are
going in the market and what are the things which the customers is willing to purchase
and what they are require to buy so if they will know all the things then they will able to
give the customers the services which are required.
Market and society are to be work at same place the worker or employee of the organisation is
not able to do marketing without the support of the society. Marketing is the important process of
the businesses it helps in managing the business activities. In management forecasting,
identifying, along with the different ways which are useful in fulfiling the needs and wants of the

customers are included. There are different tools and marketing which are advetising, direct
marketing, public relation, sales promotion are included. The employes and workers of Thomas
cook give efforts in developing and improving the services and products and places for the
visitors and they do focus on providing best and appropriate facility to the customers. And they
try to reduce the risk obstacles.they started advetising on news paper and amgzines.
Task 3
Covered in PPT
Task 4
P4.1 The integrated nature and role of promotional mix
Integrated marketing: Integrated marketing refers to combining all the marketing tools to
promote its product in the market and get the core competence from its competitor. When
company is doing promotion of its product they bring all the promotion methods together and
increase the awareness and the brand name.
Promotional mix: Promotion is the one of the 4p's of marketing mix. in this company will make
the strategy to promote its product from the different ways to reach the customers and bring the
awareness of the product. Promotion as to be done so the customers can recall the product and to
increase the sales of the product (Fielding and Shortland, 2011).
Tools of promotional mix:-
 Advertising: Advertising is the one of the method of promotion in which company
advertise the product by giving ads on the television, ads in newspaper and magazines.
This promotion tools is very useful as it attracts the mass population.
 Personal selling: Personal selling is another way of communication to the public where
they personal interact with the customer and sell the products. In this type of promotion
the seller can see the gesture, reactions,attitude of customer toward the product.
 Publicity: This tool doesn't need any investment to promote the product. The message
will be spread among the people and it will automatic reaches the customers through
news, people to people.