Evaluating Thomas Cook's Total Tourism Product & Marketing Mix

This report examines the marketing strategies of Thomas Cook, focusing on the product, price, and place elements of the marketing mix in relation to tourism in Egypt and Morocco. It highlights the importance of the service sector mix, including process, people, and physical evidence, for the Thomas Cook Group. The report also discusses the concept of a total tourism product, which involves combining various elements such as transportation, accommodation, and guidance agents to create comprehensive travel packages tailored to different customer budgets. The analysis references academic sources to support its findings on forecasting tourism demand and co-creation of value in the travel and tourism industry. Desklib offers students access to this report along with a wide range of study tools and solved assignments.

Marketing in TTM
(TASK 3)

3.1 Issues in the product, price and place
elements of the marketing mix
• Product
The product of Thomas Cook is the total tourism product of the
company which is related with the Egypt and Morocco. The firm is
required that to make their products which can included
transportation, side scene and accommodation.
• Price
There are various pricing strategy which can be used by the Thomas
Cook for their proposed tourism product. They can provide customized
products to its Niche market which can help to increase their market
share in an effective manner.

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• Place
The cited business unit can provide their proposed Morocco and Egypt
tour on their official website. Apart from that there are various agents
which can also be used as a distribution channels.
• Promotion
There are various promotional tools in order to promote firm’s product
which is related with the Egypt and Morocco.

3.2- The importance of service sector mix
elements to the travel sector
Importance of element of service mix for the Thomas Cook Group:
 Process: In this the company will adopt the systematic way to
produce the services there will be step by step procedure to produce
the service and serve to its customer.
 People: This is the another element of the service mix which is also
very important because for every enterprise its employees are the key
factor of the organisation.
 Physical evidence: If company is selling the product there will be
some physical presence of the product which can be touch and used.

P3.3 Concept of total tourism product
• Total tourism refers to the combine package of the trip. The company
is having contract with the agents, broker and companies with other
industries.
• Like they have contract with hotels, airlines, guidance agents. The
company combine all the factors and make the single product.
• The company will provide different packages for the one trip to
different customers according to their budget.

References
Andrawis, R.R., Atiya, A.F. and El-Shishiny, H., 2011. Combination of
long term and short term forecasts, with application to tourism
demand forecasting. International Journal of Forecasting. 27(3).
pp.870-886.
Buhalis, D. and Foerste, M., 2015. SoCoMo marketing for travel and
tourism: Empowering co-creation of value. Journal of Destination
Marketing & Management. 4(3). pp.151-161.