Comprehensive Marketing Report: Thomson's Travel and Tourism

This report provides a comprehensive analysis of Thomson's marketing strategies within the travel and tourism sector, focusing on its 2019 holiday plan. It begins by exploring the core concepts of marketing, including customer needs, value, and satisfaction, while also examining the impact of the marketing environment. The report then delves into consumer motivation, analyzing factors that influence tourists' decisions and the principles of market segmentation. It emphasizes the importance of strategic marketing plans, marketing research, and their influence on society. Furthermore, the report examines the issues within the marketing mix and the significance of service sector mix elements, along with the concept of the total tourism product. Finally, it addresses the integrated role of the promotion mix, proposing and justifying an integrated promotional campaign to enhance Thomson's market position and attract customers.

MARKETING IN TRAVEL
AND TOURISM

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Core concepts of marketing for Thomson.............................................................................1
1.2 Impact of marketing environment in travel and tourism.......................................................3
1.3 Factors affect consumer motivation......................................................................................4
1.4 Principals of market segmentation in marketing plan...........................................................5
TASK 2............................................................................................................................................6
2.1 Importance of strategic marketing plans for Thomson.........................................................6
2.2 Relevance of marketing research and information to manager in Thomson.........................6
2.3 Influence of marketing on society.........................................................................................7
TASK 3............................................................................................................................................7
3.1 Issues in marketing mix........................................................................................................7
3.2 Importance of service sector mix elements...........................................................................8
3.3 Total tourism product............................................................................................................9
TASK 4............................................................................................................................................9
4.1 Integrated nature and role of promotion mix........................................................................9
4.2 Plan and justify integrated promotional campaign..............................................................10
CONCLUSION..............................................................................................................................10
REFERENCE.................................................................................................................................12

ILLUSTRATION INDEX
Illustration 1: Core concepts of marketing.......................................................................................2
Illustration 2: Marketing mix...........................................................................................................8

INTRODUCTION
Marketing aims to maximize customers' satisfaction and increasing profitability of the
enterprise at high level to sustain its market position for longer time period. It influences
productivity and profit earning of enterprise affecting further operations. The present report is
based on understanding different core concepts of marketing for Thomson which is planning to
launch its summer 2019 holidays. It is travel and tourism sector organisation of UK provides
holidays and accommodation services to a million people of the world. In this regard, impact of
marketing environment in travel and tourism as well factors affect customer motivation to take
advantage of its services are to be described. However, significance of strategic marketing plan
and its influence on society can be identified. Similarly, issues in marketing mix and importance
of marketing mix plans will be introduced. Including this, integrated role of promotional mix for
new holiday plan is to recognise for effectiveness of organisation. Therefore, students are able to
understand several tools and aspects of marketing for new creation and launching the holiday
plan with the help of this report.
TASK 1
1.1 Core concepts of marketing for Thomson
Marketing is essential for launching and promoting goods and services provided by
entity. It is helpful for increasing customer satisfaction and profit earning capacity of entity
affect its competitiveness and longer-term sustainability. In the case scenario, it is recognised
that there is planning to launch holidays in 2019 therefore, its marketing position is analysed
(Asseraf and Shoham, 2016). However, different core concepts are identified including
customers' needs, value etc. However, different tools are determined for planning and
encouraging people to take this holiday's advantages. It includes following core concepts as
mentioned below:
 Customer needs: At first, it is needed to identify customers' demand and market position
of Thomson and its services. In this regard, tourists' requirements are collected in
different segments on which further decisions are made regarding holiday plan.
Moreover, actual position of entity and people's attitude towards travel and tourism
services are identified (Ginevičius, Podvezko and Ginevičius, 2013). In accordance to
this, variety of ideas are generated for improving tourism services and further
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implementation. Therefore, by recognising customers' needs, productivity and
profitability of the enterprise can be enhanced at maximum level.
 Products and markets: Thomson provides travelling and accommodation services to
tourists on large scale affect further implementations. However, tourists' views on these
services are also collected for holiday plan. It is linked with creating innovations and
different implementations in the future time (Hollensen, 2015).
 Value: Through marketing value of products and services of Thomson is enhanced
through determining customers' views on travel and tourism facilities. In this regard,
value, market position and competitiveness of enterprise is analysed and also create ideas
for enhancing this value at maximum level (Kot, Grabara and Kolcun, 2014).
 Customer satisfaction: It is essential to satisfy customers at maximum level with its
travelling and accommodation services. For this purpose, it is needed to identify their
requirements and preparing strategies to fulfil them (Kotler and et.al., 2015). Therefore,
demand for its services and profitability of entity can be increased at higher level also
affect its longer-term sustainability efficiently.
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 Exchange, transaction and relationship: It is considered as base of marketing includes
idea regarding exchanging goods and services impacts maintaining relationship with
customers at maximum level. However, quality, price, place and other different other
elements are recognised for transacting services (Newton, Ewing and Finch, 2013).
Thus, marketing is crucial for getting satisfaction of customers with travelling and
accommodation services by which further ideas can be generated regarding launching holiday
plan.
1.2 Impact of marketing environment in travel and tourism
Different environmental components are recognised affect business operations of
enterprise as micro and macro . In which micro factors are considered as internal can control
over while macro environmental factors remain beyond control affect travelling and
accommodation services of Thomson (Orth and Malkewitz, 2015). In this regard, marketing
environment determinants impact on travel and tourism of the entity can be understood as:
 Micro environment:
It includes factors like tourism organisation, suppliers, intermediaries, customers and
competitors which can control over. However, by maintaining relationship with them as well
performance is in organisation's control. Therefore, micro environmental factors are considered
as controllable by which decisions are made regarding management and allocating resources and
fund for further implementation (Tucker, 2013). Thus, micro environmental factors are analysed
for decision making related to organisation's effectiveness and improving their efficiencies.
 Macro environment:
These are uncontrollable factors are unable to control includes demographic, economic,
socio-cultural, technological, political and so on. It is recognised that people's interest gets
changed with time, similarly government's plans regarding tourism system affect business
operations of Thomson. For example; as increasing interest rate decreases financial position of
the enterprise while decreasing in this rate affects economic position effectively. Likewise,
changes in social systems, attitude and behaviour of people, it remains difficult to fulfil all
requirements impact on effectiveness of organisation. In addition to this, due to changes in
technologies for providing services affect demand for travelling and accommodation of
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Thomson. However, changes in country's system regarding tourism services also affect business
activities (Guy and Patton, 2013). Therefore, changes in these environmental factors impact on
tourism services and further implementations. It affects productivity and profitability of the
enterprise also related with operating business activities in upcoming time.
Therefore, for holiday plan by 2019 of Thomson, it is required to analyse both micro and
macro environmental factors. It affects business operations and implementation of entity as well
its tourism services. However, considering controllable and uncontrollable factors will be able to
implement quality services and increasing its efficiencies. Including this, different ideas are
generated regarding management of resources, fund and all tools affect further implementation.
It is related with enhancing tourism services and proper accommodation to all tourists
effectively. In addition to this, actual market position and competitiveness of Thomson are
recognised affect ideas for holiday plan and attracting customers on large scale (Satit and et.al.,
2015). Thus, analysing these factors affect marketability and competitive strategies of enterprise
also determine different ideas for travel and tourism efficiently.
1.3 Factors affect consumer motivation
Consumer motivation is an aspect for encouraging customers for purchasing goods and
of the enterprise. In this process, different factors are analysed such as tourist’s motivations and
determinants as well buying behaviour for decision making to fulfil their requirements. However,
for attracting tourists towards upcoming holiday plan of Thomson, it would be good for entity to
satisfy them with its travelling and accommodation services (Joppi, Gerardi and Garattini, 2016).
In this regard, following factors are identified affect customer motivation as mentioned below:
 Tourists motivation and determinants: It is essential to analyse tourists' motivational
factor by which they get encouraged for taking advantage of its services. For example;
which factor attracts them at most like; quality of services, price, place etc. Therefore,
recognising these factors affect consumer motivation also remain able to encourage them
for tourism services of Thomson (Amirkhanpour, Vrontis and Thrassou, 2014).
 Models of consumer behaviour: It includes factors like; identifying attitude and
perception of tourists towards travelling and accommodation services of Thomson.
Including this, their social systems, income earning level are determined affect business
operations of the entity. However, various ideas are generated for satisfying them
according to requirements and fulfilling their wants at maximum level (FISK, 2013). On
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behalf of this, it is forecast that by consider this factor, various ideas can be generated for
holiday plan and attracting people for its services at most.
 Types of buyer behaviour: Consumers behaviour is of different kinds in respect of
social system, economic, psychological, demographic and geographic. Therefore,
identifying all factors affect further implementation and satisfaction level with tourism
services.
1.4 Principals of market segmentation in marketing plan
Market segmentation is a process of dividing all collected information gathered through
conducting research according to different factors as; geographic, demographic, behavioural,
income, integrated methods etc. In this process, actual market position of Thomson is recognised
affect decision making and implementation of business operations (Day, 2015). It is helpful for
marketing plan to launch and advertise upcoming holiday plan for entity regarding tourism
services. However, principals of market segmentation in context to planning procedure can be
understood as:
 Segmentation: In this process, gathered information are divided into different segments
like; demographic, psycho-graphic, geographic and so on. Therefore, collected data be
presented systematically on which further marketing plans are created to encourage
people for holiday (Anche, Hozouri and Mehdizadeh, 2014).
 Targeting: After segmenting information of market research, targets are set in terms of
launching and advertising new creation of Thomson. In this process, strategies are made
regarding business plan to gain maximum level of satisfaction from customers. Including
this, it also targets for encouraging people to take advantage of holiday plan affect
effectiveness and profitability of the enterprise (Chaston, 2014).
 Positioning: In this process, market position of Thomson is set in terms of launching and
advertising its tourism services. In this regard, positioning in competitive market is done
for attracting tourists for its holiday plan and encouraging at higher level (Ryan, 2014).
Therefore, under positioning process, marketing of goods and services is done efficiently
affect further implementation for tourism services.
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TASK 2
2.1 Importance of strategic marketing plans for Thomson
Strategic marketing plans are related to launching and advertising tourism services and
fulfilling customers' requirements effectively. In this regard, strength, weakness, opportunity and
threats are analysed affect holiday plan of Thomson. Therefore, its actual market position and
competitiveness are identified by which decisions are made for marketing plan. Through
analysing these strengths, weaknesses and all tools, actual performance of the entity is
recognised on which decisions are made for creating innovation and further implementation.
However, product life cycle's different stages are analysed by which market position and
sustainability of organisation in market are identified (McKenzie, 2013). Including this, several
ideas are generated regarding further implementation and decision making for holiday plan and
getting maximum satisfaction from tourists. Therefore, strategic marketing plans are efficient for
Thomson to increase its efficiency and competitive strategies effectively.
2.2 Relevance of marketing research and information to manager in Thomson
Market research is beneficial to measure market position of organisation and
implementing plans for further years. However, different information related to travel and
tourism as well recent trend is identified. It affects demand for services and forecasting on future
business operations. In this regard, various ideas are generated for increasing creativity in
holiday plan and encouraging people for this plan. However, marketing research process include
analysing its actual position and recent trend in tourism services (Guy and Patton, 2013).
Therefore, knowledge related to new technologies and customers' interest in terms of travelling
and accommodation is identified. In this process, all information is provided to manager who
take decisions for organising holiday plan. Moreover, demand for tourism services also
determine which holiday plan is created to increase its efficiency as well encouraging tourists for
taking advantage of holiday plan of Thomson.
2.3 Influence of marketing on society
With the help of marketing activity, it sets target to build up society's trust with travelling
and accommodation services of Thomson. Therefore, by analysing actual position of entity and
society's views on its services, ideas are created for maintaining it. It influences customer
satisfaction and profitability of enterprise and their trust towards tourism services (Satit and
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et.al., 2015). Therefore, by identifying actual position, effective marketing plan is created to
establish and maintain good relationship with them. Thus, marketing impacts on society's trust
with travelling and accommodation services of Thomson as well implement different strategies
to enhance marketability and competitiveness on large scale.
TASK 3
3.1 Issues in marketing mix
Marketing mix elements including product, price, promotion are analysed for launching
and promoting goods and services of the organisation. In this regard, for launching holiday plan,
it is essential for Thomson to identify below mentioned tools and issues as:
 Product: At first, all aspects of product are recognised including quality, quantity, used
material in production system etc. Therefore, all goods and services for tourists are
identified on which decisions are made to launch and advertise (Joppi, Gerardi and
Garattini, 2016). Similarly, other factors are dependent on this tool as price, place and
promotion.
 Price: After making decision on product and related quality, price is determined for
providing services of Thomson. It is done on the basis of cost incurred in production and
marketing process. Therefore, price is set for further implementation and planning for
holiday plan (Amirkhanpour, Vrontis and Thrassou, 2014).
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 Place: Under marketing approach, customer convenience and getting their satisfaction at
maximum level is recognised (Picard, 2014). Therefore, planning to maximize tourists'
satisfaction is created regarding tourism services of Thomson.
 Promotion: It is a stage for launching and advertising goods and services of enterprise to
encourage people for holiday plan of Thomson. Therefore, various ideas are generated to
promote tourism services and motivating customers for holiday plan (FISK, 2013).
Similarly, method to advertise new creation is decided to implement tourism services and
attracting tourists for new holiday plan at most.
3.2 Importance of service sector mix elements
Service sector mix elements include different tools as nature and characteristics, internal
marketing, service quality, people, partnership and so on. However, analysis of tourism services
of Thomson is created generate different ideas for improvements and attracting customers for
new holiday plan. In this regard, nature, effective features and all tools of marketing for the
organisation are identified affect further implementation and profit earning capabilities (Day,
2015). Including this, internal and interactive marketing is also created affect business operations
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Illustration 2: Marketing mix
(Source: Elements of marketing mix, 2016).

and ideas for holiday plan as well launching it. Moreover, it is also considered that by conducting
market research, ideas for improving services and satisfying tourists at most are identified.
Including this, competitive entities' performance regarding this performance is determined on
which decisions are made for sustainability and attracting people for taking advantages of its
services at maximum level.
3.3 Total tourism product
It refers as group of components for satisfying customers at maximum level with tourism
services of Thomson. It includes entire factors as their attitude, opinion towards tourism services,
maintaining relationship with them, analysing all factors to reach them for providing services at
most. Therefore, total tourism product is effective for attracting customers and implementing
services for its effectiveness (Anche, Hozouri and Mehdizadeh, 2014). However, for
encouraging consumers towards its upcoming holiday plan and increasing visitors, all
determinants to attract them are recognised to increase its marketability and competitiveness of
entity on large scale. Therefore, total tourism product is related to making decision regarding
fulfilling expectations of tourists at maximum level for increasing efficiencies and proper
management of all tools adequately.
TASK 4
4.1 Integrated nature and role of promotion mix
In this process, entire marketing tools are analysed as medium to advertise services,
implementing public relations, direct marketing, online promotion and promotional mix
decisions. Therefore, for advertising upcoming holiday plan of Thomson and encouraging people
to take advantage of it, different tools used (Chaston, 2014). Some essential promotional mix
tool and advertising methods for organisation can be understood as:
 Public relation: It is essential to establish and maintain good relationship with all
customers including agents, retailers, suppliers, debtors and other business entities.
Therefore, effective demand for tourism services can gained affect productivity and
profitability of enterprise (Ryan, 2014). Thus, for advertising new creation of Thomson,
organisation can contact with permanent customers and frequently visiting tourists will
be able to promote its upcoming holiday plan efficiently.
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 Internet and online promotion: Through this promotional mix element, online
marketing of tourism services can be done remain time consuming and attracting tourists
at most. Therefore, with the help of implementing this tool, it can be forecast that
increasing tourists will achieve affect further implementation and effectiveness of tourism
sector.
 Communication channels: Using communication mediums will be effective for
Thomson to launch and promote its upcoming holiday plan at maximum level
(McKenzie, 2013). For example; TV, radio, newspaper, magazines, using social
networking sites etc. Therefore, advertisement of tourism services and holiday plan can
be done efficiently affect productivity and profitability of the enterprise effectively.
4.2 Plan and justify integrated promotional campaign
Through organising promotional campaign will be able to attract people for upcoming
holiday plan of Thomson. It includes tools like; public relation activities, sales promotion and
personal selling etc. Therefore, travel and tourism services of Thomson can be enhanced as well
effective plans created for sales promotion and emerging tourists' interest towards new holiday
plan. In this regard, for organising promotional campaign, some tools are needed like; using
travel and tourism brochures, having knowledge of personal selling functions, sales promotion
point of sale etc. Therefore, integrated understanding with all tools of marketing and encouraging
tourists for holiday plan (Marketing Essentials, 2016). Likewise, all these factors are analysed
for promoting goods and services as well customers' attraction towards new creation. On behalf
of this, campaign can be organised affect tourism services and success of holiday plan
efficiently. Therefore, increasing demand participants for holiday plan can get affect profitability
and market position of Thomson.
CONCLUSION
With the help of this report, it is concluded that marketing plays crucial role in travel and
tourism for advertising upcoming holiday plan of Thomson. In this regard, different core
concepts of marketing and techniques to launch and advertise product services has been
described. However, marketing environmental factors' impact on tourism services is introduced
which generate ideas for further implementation. Including this, principles of marketing
segmentation to promote services and encouraging customers to take advantage of them are
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determined. Similarly, marketing research and its importance for decision making has been
identified which affect further business operations. Moreover, marketing and service mix
elements are understood for effective planning and launching holiday plan for the entity. Thus,
deep understanding with marketing concept for Thomson has been increased affect further
implementation and increasing tourists for holiday plan at maximum level.
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