Marketing Report: Strategies for Travel and Tourism (Module XYZ)

This report delves into the core concepts of marketing within the travel and tourism industry, with a specific focus on the Thomas Cook Group's potential strategies for tours to Morocco and Egypt. It explores the impact of the marketing environment, including micro and macro factors, on both individuals and businesses. The report analyzes consumer motivation, demand, and the application of market segmentation principles. Furthermore, it emphasizes the significance of strategic marketing, the role of marketing research, and the influence of marketing on society. The analysis includes the integrated nature of the promotional mix and its role in successful marketing campaigns. The report highlights the importance of adapting marketing strategies to cultural, demographic, and economic factors to effectively target and satisfy consumers in the travel and tourism sector.

Marketing in Travel and
Tourism

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Core concept of marketing...............................................................................................3
1.2 Impact of marketing environment on individuals and business ......................................4
1.3 Factors affecting consumer motivation and demand........................................................6
1.4 Principle of market segmentation.....................................................................................7
TASK 2............................................................................................................................................8
2.1 Significance of strategic marketing .................................................................................8
2.2 Relevance of marketing research and market information ............................................10
2.3 influence of marketing on society..................................................................................10
TASK 3..........................................................................................................................................11
Covered in PPT.....................................................................................................................11
TASK 4..........................................................................................................................................11
4.1 Integrated nature and role of promotional mix...............................................................11
4.2 Covered in poster ...........................................................................................................12
CONCLUSION .............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
A process to develop products and services against to the demands of the customers and
also to promote in the targeted market can be stated as a marketing. It is huge essential part of a
company to improve their production, advertisement and sales. A business entity who is having a
large investment in the structure and management so it is essential for them to assure their
success by using marketing activities in to the targeted market (Standing, Tang-Taye and Boyer,
2014.). Organisations which are working in the travel and tourism sector are using modern
marketing approach to keep satisfactory elements in their tour package and services. Thomas
Cook Group is an international company which is planning for the Morocco and Egypt in
summers so they have to use core concept of marketing to increase the efficiency of their
services. Market segmentation can be help full for them to provide better services to their
customers by creating segments in them which will describe this report. This report is containing
marketing mix element for the Morocco and Egypt tours which will help them to take effective
decisions on these factors. At the last this report is having it's focus on the integrated promotional
campaign which can help them to make an effective promotion to make this tour successful.
TASK 1
1.1 Core concept of marketing
Marketing concepts are working on need and demand of customer,marketing process start
with the process of full fill the need of customer and end with gets customer satisfaction and
customer loyalty. Concepts of marketing are work on customer point of view to satisfy customer
need.Thomas Cook company started provided good service to its customer according to their
need and demand. Thomas cook company provide more tour and travels facility to their
customer (Sorensen and et.al., 2011). Company care about their customer. Company provide
packages according to customer budget and also care about the company services. Company
provide many services to their customer like accommodation, hotel, food, taxi and other discount
facility.

Customer Need: All the company care about the customer need and demand. It is the core
concept of marketing. Thomas cook company provide many information on its website.
Customer can easily understand the package and facilities about tour. Company also make tour
for individual person or a group.
Products, Services and Market: Tour and travels package is the product of company. Company
sale it to customer and it is also a part of service. Marketing concepts relay on customer need and
demand (Nguyen, Nguyen and Barrett, 2007). Company sale its package product, provide tour
service like hotels, arrange buses and taxies for customer etc. Thomas cook company always care
about their customer to achieve market growth and organisation goal.
Charges of Travel and Tourism Marketing: A travels company should follow the customer
budget and identify the customer money power after that provide them to a suitable package top
customer. Thomas cook company first identify about customer demand and after that make a
package which is suitable in customer budget with low charges. Customer's mouth publicity
increase the marketing of travel and tourism.
1.2 Impact of marketing environment on individuals and business
Marketing environment refers the internal and external forces which is surrounding of
organisation and it have impact upon the organisation. Marketing environment main motive is
making a relationship between target customer and company. Thomas cook company does care
about micro and macro environment to survive in competition market.
Micro environment refers that factors which have direct impact on organisation and
which have power to influence company. Thomas cook company can analysis about their micro

environment and get information about their internal factors (Nguyen, Barrett and Nguyen,
2006). Thomas cook internal factor are company employee, tour and travels agent, competitors
and customer.
Impact on Individual Travel and Tourism Business and Tourist Destination
 Micro environment factor can influence all the above given points but company can
control these factors.
 Some where micro environment relies on culture factor.
 Tourist destination place is a attractive part for customers. Tourism business work with their employees company should provide packages to their
employees.
Macro Environment: It refers political, social and economical factor that have power to influence
company (Nguyen and Nguyen, 2014). Macro environment have indirect impact on organisation.
Company can do PESTEL analysis to overcome these influences. Macro factors are
uncontrollable by organisation.
Impact on Individual Travel and Tourism Business and Tourist Destination:
 Macro environment have indirect impact on all the above point and these factors are
uncontrollable by organisation.
 Government policies affect business rules and regulation.
 Social issues have indirect impact on tourism sector.
 Many legal issues manipulate the work of tourism and create problem to individual
travel, Tourism business and tourist destination.

 Tourist attacks indirectly affect the tourism sector.
Micro and Macro environment affect the tourism business. Thomas cook company have to face
many place issues, terrorism attack issue which are influencing the tourism sector and tourism
business.
PEST analysis:
Political: Government policies regarding to the customer's safety and customers benefits are
having huge impact on the tour package so it is essential for the Thomas Cook group to make a
proper analysis of the government policies.
Economical: Inflation rates are having huge influences on the consumer's purchasing power so it
is essential to make a provision of ups and down in the inflation rates in their tour package.
Social: Most of the tourists wants to explore new destination in the vacations so Thomas cook
has to design their maximum tour packages in the vacation time.
Technological: Starting from the communication till to implementation of the services
technology is a need of the company so they have to use latest technology in the promotions.
1.3 Factors affecting consumer motivation and demand
Consumer behaviour refers the study on Individual person, Individual group and business
unit. It shows the consumer need, demand, desires and willingness. Consumer behaviour
examine about feeling, knowledge of customer which affect the buying behaviour of consumer.
Factors affecting consumer motivation and demand in the travel and tourism sector:
Cultural factor: It affects the business environment and the buying behaviour of a customer. As
many time tourism company identify the culture of customer and make package according to
their culture.
Web: A customer can get knowledge from the internet which can easily influence the customer
need and demand (Nguyen and Nguyen, 2010). Internet shows many comparisons between
packages and also provide the information about tourism place. Internet is a information
provider. Customer can easily find out about the company, Company product, travelling package
and travelling expenses. Customer have to right also compare package with other company travel
package. It may be influence buyer behaviour.
Customer Safety and Customer Knowledge: Customer always think about their safety.
Thomas cook company should have to provide safety to their customer and provide medical
facility to also. Tourism company also have to more care where terrorism activity take place.

Interest in pyramid: Many of the people are having an interest to wants historical places and
monuments so it can lead on the demands.
Red Sea ocean: Many of the tourist wants to explore the red Sea which is having a own
attraction in them.
1.4 Principle of market segmentation
Some of the principles are here which can be used by the Thomas Cook Group to make
segmentation, the group can make the segmentation on this basis;
GEOGRAPHIC: As the company is targetting on the UK market to increase the number of
customers in the tour of Morocco and Egypt. They can make segments on the basis of the
different geographic locations of the UK by which they can make better marketing for those
particular tourists and they can provide them a better service in the tour as per their needs.
DEMOGRAPHIC: By this principle the company can make groups of the customers on the basis
of the age, as they are taking tourists from the UK to Egypt and Morocco so it is essential for the
organisation to provide services as per the demands of the customers to provide a proper
customer satisfaction. Old age people are having a huge needs of care compare to the youngsters
and UK is having colder environment as compare to the Egypt and Morocco so they have to
provide appropriate services as per the age groups.
PSIHOGEOGRAPHIC: The organisation is having focus to increase the number of customers so
it is essential for the Thomas Cook Group to make group of customers on the basis of the life
styles. Young students wants fun on the tour but on the other side professional and mature people
wants a comfort feel on the tour so it is essential for the company to make a provide better
facilities accordingly.
SOCIAL: Some of the people wants to go with their family on the tour and they are having a
need of the privacy on the tour. So it is essential for the Thomas Cook to provide them proper
privacy in the travel and as well as in the accommodation also. So they have to a special
package on the tour for them.
ECONOMIC: People are having different economic conditions which creates a huge impact on
the purchasing power so it is essential for the organisation to make a better services according to
the customers which are having a low purchase power but they are having a desire to go on the
tour.

TASK 2
2.1 Significance of strategic marketing
Manager important work is to make strategy for marketing. Because it shows path of on
where company have to go. Without the strategy company can not work efficiently. The Thomas
cook have less market in Morocco so the have to make a effective strategy for market. This
organization have do it because of its importance which are as follows:- Competitor information: Strategy is make by the help of competitor analysis. This will
help the Thomas cook group to go one edge better from the competitor of the Morocco.
Like TUI groups also can design tour for the Morocco and Egypt which can decrease the
number of customers. Develop the service and product: If company make the strategy then they will be
knowing reviews about the protect (Nguyen and Nguyen, 2011). So Thomas cook can
develop the service and product for the Morocco. It will help in beating the competitor in
market. Show company strengths: Before making the strategy the company will get the results of
SWOT analysis .so it will help in making to know the the organization strength part so
they can use it more. Like this Thomas cook have to see strength of his on. Co-ordination: By making of the strategy company will improve the co-ordinator in the
business. The Thomas cook have the good coordinator in between then they can get more
customer attracted for Morocco. Reduce wastage of resources: If we analysis every thing for the strategy of marketing
then manager can get the proper utilisation of the resource. It well help in reducing
Thomas cook resources. If it happen then can generate profit more.
 Analysis the financial need: In making of the strategy we can make be able to decide
what type of advertisement well Thomas cook use for the Morocco. And we can be able
to know that how much financial need we have been needed.
For earning profit manager have to analysis market. Then manager have to divide the market into
several parts. Then manager have to see services and product and analysis it. By that manager
company analysis the which part of market have to targeted. This will help the Thomas cook

group to know target then manager can make the appropriate strategy in market (Nguyen and
Nguyen, 2010). The market can be divide on several basis like geographical, democratic,
behavioural, psycho graphic. From this basis manager analysis the market then select on which is
best for Thomas cook group. But some of the principal have to be followed by company and
they are useful to Thomas cook are these are as follows:-
SWOT analysis of the Thomas Cook:
Strength:
Brand Name: They are having brand name
which attracts to the customer's towards them.
Weakness:
Control: Tourists are having a high expectation
from them so some time the management loose
control on the services.
Threats:
Competitors: Many of the companies are
working in this sector so they are having a risk
of market share.
Opportunities:
Exploring new destination: Most of the tourist
are having a trend to explore new destination
by which the company can increase the number
of customers.
 Maintaining and Managing:- Every company have to to see the analysis the and decide
the market segment. But the company can go to another segment but he have to maintain
the first segment which is selected. And also manages the customers so that they come
again. Thomas cook company have maintain and manages then company can get good
results.
 Social responsibility:- There are some social responsibility which have to be followed by
every company. If the Thomas cook group see there responsibility through the society
and they full fill it then they will get attracted more customers in the market.
 Stability:- This means that company sale some products and services to customer. So the
quality of the product and services. which they are providing will be maintain same
always (Nguyen and Nguyen, 2012). This will promote the services of the Thomas cook
group and maintain the permanent customer and it will help in making new costumers.

 Analysing the competitor:- while making the strategy for the company. We have to do the
SWOT analysis in the market so that we well be knowing how is our competitor
according to targeted segment. Without this Thomas cook group can not survive in
market.
2.2 Relevance of marketing research and market information
For making of strategy market analysis have to do the market research and from that they
can get market information. When company gets the results of the market then they can make the
strategy effective (Nguyen and Nguyen, 2011). This analysis have been done by the manager
then he makes strategy. So some relevance of market research and market information to
manager are as follows:- Shows need: In this Thomas cook well able to knew the needs of company. Then
company have to full fill need for work efficiency. Information abut market: There is two persons in the market one is customer and
another one is competitor. By these managers get to know about the travel and truism of
Morocco. For an example both countries are having very hot climate so it is essential for
the company to make proper arrangements and facilities by for the children and kids to
aware them from sunburn. Strength and weaknesses: Manager well be able to know what is Thomas cook strength
and what its weaknesses. So they will work on it and improve weaknesses.
 Deciding the mediators: By research and information of market manager well be able to
set the Thomas cook mediator in market so that it well grow the growth of company.
2.3 influence of marketing on society
Marketing is term as the techniques and process by which the company promote their
products and services in the market and achieve the company profits and customer satisfaction.
They are so many ways by with the company can promote their product and services like
advertisement, public relation, sampling, publicity, giving free toys and extra quantity etc. by all
these methods they can aware the customers about the products and services and all encourage
them to buy the product (Mirvahedi, 2014.). Now a days there are so many companies in
different sectors having the similar products and services so company has to market it product in

a manner that they can give a message to the public how their product are different from the
others and why should they buy the products marketing is not done only for the short term period
but also for the longer run of the company .there are the some of the positive as well as the
negative influence of the marketing on the society which discuss below:-
 By the help marketing consumers get awareness about the product and the services
which are their in the market.
 It helps the consumer to compare the products from its competitors and choose
accordingly.
 Poor people gets benefit from the marketing as they are not exploited in the market and
they are get the genuine product for which they are paying the money.
 As there is so much of competition in the market company try to sell its product more and
more and they are selling the product in the low price by using low quality product which
has the negative impact on the society.
 These marketing services also generate the employment in country which has have the
positive impact on the economy.
TASK 3
Covered in PPT
TASK 4
4.1 Integrated nature and role of promotional mix
Promotional mix is a very effective marketing tool. It allows company to effectively
reach large population while using financial resources at optimum level. Basically, Promotional
mix is the combination of many promotional tools like, Advertising, Personal selling, Sales
Promotion, Public Relation (Keh, Nguyen and Ng, 2007). Thomas cook can very effectively use
promotional mix to attract more customers for its Travel package to Egypt and Morocco 2018.
There are certain ways Thomas cook can use the promotional mix and that is as follows-
 Advertising- The main aim for doing advertising is to make our customers aware about
the product and services being offered by the company. It helps in brand recognition,
brand building and product awareness which ultimately boost the sales of product. For
advertisement Thomas can use television, radio, social media(google ad), newspaper and

magazines. Thomas cook has new tag line and logo which is a heart with two words 'Lets
Go'.
 Personal Selling- Thomas cook can also use personal selling as a tool to promote the
company and packages at individual level. It is a technique which allows a company
personnel to interact directly with the target customer and build a relationship with them.
 Sales promotion- Thomas cook can offer discounts, premiums, lucky draws' etc, to get
more customer attracted towards the company and its product. It will also boost the sales
of their product (Kandil, 2015). These days, They are offering discount on booking
services from websites and mobile app.
 Public relation- It is a tool which help a company in building positive image in the mind
of customer. Thomas cook can utilise this build better image in the target country.
Currently Thomas cook is trying to use all the latest technologies for enhancing their services
like, Virtual reality. It allows a customer to enjoy a virtual environment of any destination.
Thomas cook is also trying to focus on individualisation. As focus on individual needs and offer
their plans accordingly.
4.2 Covered in poster
CONCLUSION
The above report has been described that marketing activities can provide an assurance to the
companies to make successful business, as the Thomas Cook Group is having a plan for
Morocco and Egypt so they have to make a proper marketing activities by which they can gather
more consumers on this tour. So they have to make an appropriate activities in which they can
attain their objectives. Decisions on the product, price, place and promotions have to be based on
the targeted audience to provide better customers satisfaction to them.