Analysis of Market Mix Strategies: Thomas Cook's 2018 Summer Package

This report provides a detailed marketing analysis of Thomas Cook's 2018 summer holiday packages targeted at college students. It examines the market mix elements, including price, product, and place, highlighting how Thomas Cook caters to customer needs and expectations. The report also emphasizes the importance of the service sector mix in travel and tourism, focusing on people, processes, partnerships, packaging, and physical evidence to ensure customer satisfaction and loyalty. Furthermore, it discusses the total tourism product offered by Thomas Cook, including lodging, boarding, and flight arrangements, to provide a seamless travel experience for its customers.

Marketing in Travel and Tourism

INTRODUCTION
The marketing is the group of activities to carry
out different operation related to promotion, selling
and building good relationship after pre and post
sales of product. Marketing is the process which is
utilised to provide information to the prospective
customers for the company. Marketing includes
identification of different needs of the customer
and and analysing market behaviour.

3.1 Market mix related to Thomas cook
summer 2018 holiday packages
The Thomas cook organisation is highly involved in analysing
the different needs of the customers. The Thomas cook develop
various strategies related to market mix according to the expectation
of different segments of the customers. Market mix related to the
Thomas cook 2018 summer holiday package for college students
includes:
 Price: The Thomas cook is the company who is concerned
about the prices of their holiday packages provided by the
company.

CONTINUED..
Product: the product and facilities are the aspects of major
competitive advantage of the Thomas cook company. Thomas cook
summer holiday package for the students includes all travel
arrangement starting from the boarding and lodging from the airport
to the dropping the consumer to the home.

CONTINUED..
Place: The holiday package of 2018 Thomson cook involves a
chance for UK college students to visit three destination in 7 day
visit in Egypt, Morocco and Tunisia. The holiday package
involves different location visit like Giza pyramid of Egypt,
Great Mosque Hassan in Morocco.

3.2 Importance of service sector mix involved
in travel and tourism services
Effectiveness of services can not be quantitatively analysed. So the
satisfaction level of the customers defines the effectiveness of the
services. The services are intangible in nature and can not be
examined before the utilising the services. Services are examined
only at the time of consumption. So, the service industry involves
various kind of marketing strategies to develop satisfied customer
base.

CONTINUED..
The different kind of market mix aspects involved in the tourism
industry are:
 People: The effectiveness of the services can be analysed
basis on the behaviour and attitude of the people involved in
the services. The various people like travel agent, guide, the
hotel staff and other people involved in the delivery of
services of the 2018 holiday package of the Thomas cook
affects the satisfaction level and customer loyalty towards the
brand. The people is the main authority of the organisation
that ultimately deals with the client so, the behaviour and
nature of person influence the customer satisfaction level.

CONTINUED..
Process: The Process of the Thomas cook involves the different
activities like dealing with the prospective customers, providing
them information about 2018 holiday packages, ensuring them
delivery of quality services and products, and entraining them the
total travel product and maintaining good relationship with
customers after sales. The process of the company involves various
activities like providing information about the company holiday
packages, other facilities such as food, beverages, accommodation
and transportation etc.