Marketing in Tourism: Thomas Cook's Strategies and Market Research

This report provides an overview of marketing strategies within the tourism industry, using Thomas Cook as a case study. It defines market orientation and its benefits for companies like Thomas Cook, highlighting how it can improve profitability and market revenue. The report also discusses the application of PESTLE analysis to identify key factors affecting the industry, noting the potential positive impacts of economic, technological, and environmental factors, and the challenges posed by political, social, and legal factors, particularly in the context of the pandemic. Furthermore, it emphasizes the importance of effective market research in reducing risks and identifying market trends, detailing specific approaches like questionnaires, SPSS, and online surveys. The report concludes that by using PESTLE analysis and various market research techniques, management can gather and interpret data effectively to overcome challenges and make informed strategic decisions. Desklib provides access to similar solved assignments and resources for students.