Thomas Cook: Marketing Mix Elements and Service Sector Mix Importance

This report delves into the marketing mix elements of price, product, and place within the travel and tourism sector, specifically in the context of Thomas Cook's planned summer packages to Egypt and Morocco. It identifies issues related to each element, such as competitor pricing, uncontrollable external factors affecting price, and the importance of destination selection. The report also emphasizes the significance of the service sector mix, including people, packaging, programming, partnership, physical evidence, and process, in enhancing the tourism experience. Furthermore, it explores the concept of the total tourism product, highlighting how the combination of various services and elements, such as natural and historical sites, attractive services, and quality accommodation, contributes to attracting consumers and enriching their travel experience in destinations like Morocco and Egypt. The report concludes with a list of references used.

Marketing in Travel
and Tourism
Task 3

3.1: Issues related to price, product and place elements in
marketing mix
 Marketing mix refers to the key elements of business which
plays an essential role in developing the marketing
strategies. Thomas Cook is planning to launch some of the
summer packages to Egypt and Morocco.
• Thomas cook need to prepare there marketing mix with
complying with all the factors consist into it such as Product,
price, Place and Promotion.

Marketing Mix elements...
1. Product
2. Price
3. Place

ISSUES WITH PRICE:
 The price factor is the one who mostly establish various issues in
travel and tourism sector
 The competitor pricing strategy needs to be understand for Thomas
cook otherwise they are not able to attract the customer by their side
 This is the amount, customer have to pay for the services they are
getting from Thomas Cook.
 The price factor is uncontrollable as it depends upon lots of other
external elements such as fuel price and ticket prices
CONT...

CONT...
ISSUE WITH PLACES:
 The place related issues for Thomas cook are selecting the places
for organising the trips as there are lots of factors which needs to
look at the time decide the holiday destinations.
 The company can deploy their offices near the railway stations,
airport to make sure that it will be more convenient to the
consumers.

CONT...
ISSUES WITH PRODUCT
 This can referred to the several items which are offered by
Thomas Cook, so that they can meet the demands of
consumers.
 For potential consumers, the company is offering intangible
tourism and travel services.

3.2: Importance of service sector mix
elements
• Thomas cook is catering to the service sector as they are
working in a travel and tourism sector
• Service marketing mix is use in the core service provider
sector
• It is useful in spreading the awareness about the tourism
package offered by Thomas cook

CONT...
Elements of Serice Sector Mix are
 People
 Packaging
 Programming
 Partnership
 Physical evidence
 Process
 People

3.3: The concept of total tourism product to an
individual tourism business
 The total tourism products are the combination of various
services which are offered by Thomas cook in order to
attract more consumers and to enhance their experience.
 Total tourism products will give the advantage to the
company in providing the best quality services at the most
affordable prices which will be in the comfort zone of the
customer's.

CONT...
 Thomas cook agency chose Morocco and Egypt for their holiday
package which consist a group of elements such as natural places of
Morocco and historical places of Egypt, attractive services, healthy
food, good accommodation etc.
 The above stated elements are a tourism product offered by Thomas
cook to their customer which they can feel, use, enjoy and experience
while they travel.
 These all the factors will experienced by an individual basis while there
stay at Morocco and Egypt.

REFERENCE
Books and Journals
 Han, H. and Hyun, S.S., 2015. Customer retention in the medical tourism industry: Impact of
quality, satisfaction, trust, and price reasonableness.Tourism Management. 46. pp.20-29.
 Eid, R. and El-Gohary, H., 2015. Muslim tourist perceived value in the hospitality and tourism
industry. Journal of Travel Research. 54(6). pp.774-787.
 Wu, C.H., Ho, G.T., Lam, C.H., Ip, W.H., Choy, K.L. and Tse, Y.K., 2016. An online niche-
market tour identification system for the travel and tourism industry. Internet Research. 26(1).
pp.167-185.
 de Grosbois, D., 2016. Corporate social responsibility reporting in the cruise tourism industry:
A performance evaluation using a new institutional theory based model. Journal of Sustainable
Tourism. 24(2). pp.245-269.