BTEC HND: Analyzing Marketing Mix Issues at Thomas Cook in Tourism

This presentation provides an analysis of the marketing mix in the context of Thomas Cook, identifying key issues and discussing the importance of service sector elements within the marketing mix. It explores the components of the marketing mix (product, price, place, and promotion) and their application in the travel and tourism industry, particularly focusing on holiday planning for summer 2018 in destinations like Morocco and Egypt. The presentation also highlights the significance of the service sector in meeting customer demands and generating revenue, emphasizing elements related to people and holiday plans. Furthermore, it explains the concept of a total tourism product, illustrating how various industries such as hotels, travel agencies, and tour operators contribute to a bundle of services that satisfy customer needs, referencing the UK's GDP contribution from travel and tourism and the importance of providing excellent customer experiences. The document concludes with references to relevant marketing and tourism management resources. Desklib provides a platform for accessing similar solved assignments and study tools.

TASK 3
Marketing in
travel and tourism

Content
• Introduction
• Issue in marketing mix
• Importance of service sector
mix elements
• Concept of total tourism
product
• References

Introduction
In this presentation, issue regarding marketing
mix in context of Thomas Cook has been
explained. Along with this; manager have to
understand importance of service sector of
marketing mix which is discussed here.

Issue in marketing mix in context
of Thomas Cook’s
Marketing mix is combination of different
elements which consists with product,
place, price and promotion. Tour operator is
planning holidays in summer 2018 to
Morocco and Egypt.

Continued
These elements will support to
organisation in dealing with different
kinds of visitors. Their explanation is as
below:
• Product
• Price
• Place
• Promotion

Importance of service sector mix
elements
Service marketing mix is used by
organisation in order to promote their
brand name to customers. It is a
conglomerate element which is different
from service marketing mix.

Continued
Service sector is that place where it needs
to do work according to demands of
customers. It main motive is to generate
high revenue with the help of satisfying
requirements of customers.

Continued
Services sector related with people which
includes holiday plans are made by
organisation. The plans are organised for
friends, families.

Concept of total tourism
product
Tourism is single industry which includes
many industries such as hotel, travel agency,
tour operator etc. Each industry is providing
individual product to their customers.

Continued
Tourism product is a group of components
which includes bundle of services to
satisfy the needs of customers. Tourism
product is anything which is provided by
Thomas Cook for consumption,
acquisition or attraction.

Continued
Graph
This graph shows that travel and tourism in UK
is contributing approximately 9.9% in GDP
which will also improve economic condition as
well as life style of people.

Continued
The basic formulation of tourism products is
to give best experience to their customers. So
that they can retain for a long period of time.
Manager of tour operator have to provide
different kinds of services in order to keep
their customers happy.