Thomas Cook's Marketing Strategy: Mix, Service Sector & Tourism

This report provides an analysis of Thomas Cook's marketing strategies, focusing on the elements of the marketing mix (product, price, place), the importance of the service sector mix (people, packaging, partnership, programming), and the concept of the total tourism product. The report highlights how Thomas Cook utilizes these elements to enhance customer experience and attract a large customer base, particularly in the context of their summer holiday package to Morocco and Egypt. The analysis includes the role of pricing strategies, location, employee training, product packaging, partnerships, and effective planning in achieving marketing objectives. The document concludes with a list of references and is available for students to study, along with other resources and solved assignments on Desklib.

Marketing in Travel and
Tourism
TASK 3

3.1 Issues in elements of marketing in
context of thomas Cook
The functions of marketing are incomplete without concentrating on the
elements of marketing mix. Marketing mix can be termed as the different key
components of company such as product, price, place and promotion. This helps in
taking decisions which are related to marketing effectively. Therefore, in order to launch
summer holiday package by Thomas Cook can be done through the elements of
marketing mix. For the purpose of introducing product in market, the stated firm mainly
focuses on marketing mix elements.

Cont..
 Product-
Thomas Cook offers products to a wide range of customers by using
different strategies. One of the major product as per the given
scenario is summer holiday package 2017 to Morocco and Egypt. It
can be termed as intangible services provided by cited firm in travel
and tourism industry. Moreover, the business also focuses on the
product life cycle so that they can forecast different stages of
maturity to decline.

Cont..
Price-
This element of marketing shows the cost factor that is an
important as aspect for deciding the success of business. In case of
summer package which is offered by company, the prices of that
services are decided after analysing the market. At initial stage of the
product, firm charges high prices for generating high level of revenues.

Cont..
Place- There is an important role played by the location of the firm in
order to increase in the revenue. For this, Thomas cook required to
establish their business nearby airports and other transportation services.
Other than this, the product which is launch by them that is trip to
Morocco and Egypt is to be planned in an effective manner.

3.2 Importance of service sector mix in
travel and tourism
Service sector mix can be defined as the different components which are
used by the company for reaching the customers in an appropriate manner. As per the
case study of Thomas Cook they have interactive marketing as they involves the
different practices through the study of needs and demands of customers. Here, the
company also try to make improvement in the quality of services through various
strategies. There are some of the elements which helps in improvement in the
performance of Summer holiday package in the given countries.

Cont..
 People – The people or employees can be more effective by
providing the sessions of training and development so that
they can provide effective services to their customers. Other
than this, they will be able to solve the issues of customers.
Thus, skilled and talented employees helps to enhance the
revenues of firm.

Cont..
Packaging-
The aspect of packaging of the different products and
services which can be presented in an appropriate way to the
customers. Here, the organisation try to attract customers by
providing brochures which described the new package and all of
the information. This will also include various features of
Morocco and Egypt for getting attention of customers.

Cont..
Partnership- Through the concept of partnership which helps to increase in the
popularity of the different products and services. The stated firm expect appropriate
response from the customers in context of various strategies.
Programming- The proper planning of different activities are performed in the functions
of marketing which plays an important role in the appropriate utilization of strategies.
Thus, the strategies are adopted by marketing manager helps in better arrangement for
maintaining smooth environment of working.

3.3 Concept of total tourism product
The collection of different services which are provided to customers helps in
enhancement in experience of customers which is termed as the total tourists products.
The services which are offered by Thomas Cook that is based on the package which
offers to customers. The major focus on the services like ticket bookings which are
required to be done in appropriate manner.

Cont..
Total tourism can be termed as the whole package which includes
all of the facilities such as accommodation, travel and leisure services along
with the gym and spa. Thus, on the basis of summer holiday package of
Thomas Cook offers all of this services to their customers from travelling to
staying in hotel. The business can have benefits of attracting large number of
customers with their new products.

References
Assaker, G., Vinzi, E.V. and O'Connor, P., 2011. Modeling a causality network for
tourism development: an empirical analysis. Journal of Modeling in
Management. 6(3). pp.258 – 278.
Brotherton, B., 2012. Introduction to the UK Hospitality Industry: A Comparative
Approach. Routledge.
Evans, N., Stonehouse, G. and Campbell, D., 2012.. Strategic management for
travel and tourism. Taylor & Francis.
Spenceley, A., 2012. Responsible tourism: Critical issues for conservation and
development. Routledge.
Evans, N., Stonehouse, G. and Campbell, D., 2012. Strategic management for travel and tourism. Taylor & Francis.