Marketing Essentials in Travel and Tourism: A Detailed Report

This report delves into the core principles of marketing, emphasizing its significance in the travel and tourism industry. It begins by defining marketing essentials as the exchange process that values consumer needs, crucial for building strong customer relationships and generating business value. The report then examines the marketing mix, comparing the strategies of Thomas Cook and Cox & Kings, highlighting differences in product offerings, pricing, promotion, place, people, physical evidence, and process. A key component of the report is the development of a comprehensive marketing plan for Thomas Cook, including an executive summary, SWOT analysis, segmentation, targeting, positioning (STP) strategies, and a detailed 4Ps analysis (Product, Price, Promotion, Place). The plan also incorporates budget considerations, monitoring and evaluation methods, and control mechanisms, providing a holistic view of marketing strategy implementation and performance measurement. The report concludes by summarizing the key roles of marketing functions and their impact on achieving business objectives within the travel and tourism sector.

Marketing Essentials for Travel and Tourism
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Contents
INTRODUCTION...........................................................................................................................3
ACTIVITY 1...................................................................................................................................3
ACTIVITY 2...................................................................................................................................4
Comparison between the different organizations apply the marketing mix to the marketing
planning to achieve business objectives......................................................................................4
Produce the marketing plan for Thomas cook that helps to meet the marketing goals and
objectives.....................................................................................................................................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
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INTRODUCTION
Marketing essential refers to the exchange process that recognizes the significance of
consumer values. This process helps business to create value and build the strong relationship in
order to capture the values from the consumer in return. Marketing is important function of
organization to promote their product and services in order to increase the productivity and
profitability. It just the promoting or advertising of different product and services to the potential
consumer by using Website, TV, flyers and so on. Thomas Cook is a type of British global travel
organization and was established in 1841. He was established own business and expanding their
branches across the world. It will describe the marketing mix and also differentiate between the
organizations which help for achieving enterprises objectives. At last, this report will discuss
about marketing plan of Thomas cook which help for understanding overall budget.
ACTIVITY 1
Covered in ppt
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ACTIVITY 2
Comparison between the different organizations apply the marketing mix to the marketing
planning to achieve business objectives.
The Marketing mix refers to the set of tactics, actions that organization use to promote the
products and services in global marketplace (Cardona-Álvarez Bassi and Sánchez-Fernández,
2019). It is basically group of different variable of marketing that can combine, produce and
control the response of target marketplace. It is important tool and platform of marketing that
comprises all type of elements which always influence the demand of services offered by
enterprises.
Differentiate the marketing mix between Thomas Cook and Cox and kings
Marketing Mix Thomas Cook Cox and kings
Product Thomas Cook is based on the
commercialising tourism firm
that has launched coupons
which exchanged for meals
and stay at the
accommodations. This type of
coupons gained more
popularity and demands
(Martens and Reiser, 2019).
The organization provide the
holidays package which
involves hotel, insurance,
travel and food services.
Cox & kings has offering the
wide range of services which
provide to the consumers such
as Visa processing, insurance,
corporate travel and leisure
travels etc. It also including
the travel services of booking,
hotels and flights etc. It
provides the value added
services of corporate event and
business meeting such as
catering.
Price Thomas cook uses the
premium pricing strategy to
segments where strong
competitive advantage for
travel firms always provide
discounts, coupons and
vouchers etc. Currently, it has
The organization follow the
penetration pricing that set
artificially low top gain market
quickly. This type of
competitive pricing strategy
provides services according to
the demand of people.
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adopted the premium pricing
strategy to attract the
consumers towards product
and services.
It also charges the premium
value added services to the
corporate client and give the
multiple offers. It provides the
discounts to other leisure
travel based on seasonal and
destination.
Place The store of Thomas cook
exists across the world in the
form of online and physically.
As per survey, there are 50%
people deals in face to face.
Cox & Kings give the services
at more than 160 locations in
UK through its extensive
networks in other countries
(Moura and
et.al., 2019).
Promotion Thomas Cook have promoting
their business by using
different social networking
sites and also provide the
information of holiday
package in different festivals
such as group tour, beach
holiday, fusion and cruise
special etc. It will launch
various advertisement through
television, magazines,
YouTube and internet etc. The
organization also sponsors the
events to maximize visibility
of brands.
Cox & Kings used own
website to provide the
information of holiday
package to the consumers. It
has used traditional and
commercial media such as
television and digital platform.
The organization uses the
exotic areas or location of
photographs (Cardona-Álvarez
Bassi and Sánchez-Fernández,
2019).
People Thomas Cook is based on the
service brand that mainly
focused on consumers and its
Cox & Kings operates the
overall industry which has
needed high degree of person
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workforce. The workforce
involves the skilled employee
those who are tour guide or
sales team.
contact with the customers so
that they are focused towards
the workforce and hire more
employees those who will
directly interact with the client
and understand their own
requirements.
Physical evidence There are 32000 luxury hotels
in different location and
started its airline enterprises in
1999. It is the biggest office of
organization where consumer
meet the employee face to
face.
Cox & kings has many
branches open in different
cities and also have
subsidiaries in Australia, UK
etc. It has been created the
online application for
consumer so that they can
book services in proper
manner. (Sharples, 2019).
Process The consumer acquisition has
been done by generation of
lead through promotion,
marketing and customer
contact with the firm
regarding enquiry of holiday
booking. It also take care of
all processes such as
documentation, currency etc.
Cox & kings has performed
multiple process in business
development and give more
values to their consumer
which has deployed the
Customer relationship
management. It easily tracks
the booking of client, feedback
and analyse the need of
people.
Table: 1
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Produce the marketing plan for Thomas cook that helps to meet the marketing goals and
objectives
A Marketing plan is a type of overall document of enterprises that outlining the strategies,
tactics which help for achieving goals and objectives. It is mainly covers the budget, goals and
actions etc.
Executive Summary
Thomas Cook is based on the British travel group that was established in 1841 by the
merger of Thomas Cook AG. It is the most successful travel operator to expand their business
across the world. The organization has been merged with the My travel group plc.
Objectives
 To assets for improving business operations and functions by using modern technology.
 To analyse the opportunities in order to increase the productivity and profitability in
marketplace.
SWOT Analysis
 Strengths: It is one of the largest tourism company in UK which provide the holiday
package within affordable prices. It provides different type of services such as flights,
hotels, holiday package and resorts etc. An Adequate resource to create the high quality
of product and service which is the most common strength of Thomas cook.
 Weaknesses: Thomas cook may face challenges due to the unattractive strategies of
tourist destination in other countries. The high level of competition reduced the presence
of brand in global marketplace. (Mwesiumo, 2019). Insufficient management skills in
employees affects the overall business operations and functions.
 Opportunities: Thomas cook always boost their share prices by expanding enterprises
across the world. It will use the digitalize concept in the business operations for the better
penetration. Thomas cook make changes in the Information communication technology
for increasing the demand among consumers in global marketplace.
 Threats: The price and cost may reduce the market value or share in global marketplace.
The fragmented nature of the tourism trade, insufficient access to the education program
may be increases the challenges in the organization.
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Budget
It has been calculated the overall expenses of Thomas cook.
Actions Overall Estimation of Cost £
1 Advertisement channel such as TV and Social
media network
£4.2
2 Publicity Drives £7.6
3 The price of Radio and other campaigns £7.8
4 Identifying market trends £5
5 Salary and wages as per market £1.5
Total budget 26.1 £
STP
 Segmentation- Thomas cook is dividing the segmentation into the different group of
buyers according to the need and requirement such as Frequent traveller of young people
those who are always going to travel from one place to other.
 Targeting- Thomas cook target the different age group of people because every
consumers wants to go their dream destination. It mainly targets the age of 18 years
because young peoples have passion to travel from one place to other place.
 Positioning- Thomas Cook have settings the competitive positioning for the different
products which creating the marketing mix. Thomas Cook use the Positioning on the
particular product features, attribute differentiation and positioning on benefits.
4P’s
The Marketing Mix analyse the product, price, promotions and place of Thomas cook in proper
manner.
 Product- Thomas cook provide the holidays package which involves hotel, insurance,
travel and food services.
 Price- Thomas cook use the premium pricing strategy to attract their consumer towards
product and services. (Ozturk and et.al., 2019).
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 Promotion- Thomas cool promote the product and services by using various
advertisement in television, magazines, YouTube and internet etc.
 People- In Thomas Cook, the workforce involves the skilled employee those who are
tour guide or sales team.
 Physical Evidence- In Thomas Cook, there are 32000 luxury hotels in different location
and started its airline enterprises in 1999.
 Process- The consumer acquisition has been done by generation of lead through
promotion, marketing and customer contact with the firm regarding enquiry of holiday
booking.
 Place- Thomas cook uses both online and offline physical stores in different countries.
Monitory and Evaluation
Thomas cook has made monitoring plan for identifying all necessary resources which
requires for evaluating the benefits for calculating the amount, quality and values of products and
services. Thomas cook will use the indicators monitoring that ability to deliver the better quality
of services and competitiveness of business development.
Sales and Cost benefits:
Category Items Price Total
Resources Printer
Installation of network
Software and hardware
£1,500
£1,200
£3,000
£12,000
£3,000
£5,000
Training Microsoft office
software
Consumer services
£5,000
£750
£3,400
£2,300
TOTAL Cost:- £14,900
Control and Evaluation
The Marketing plan helps for Thomas cook to measure all necessary need and
requirements. It useful for controlling the deviations in the business. it is evaluating the
competitiveness of Thomas cook for managing and controlling the internal environment.
Sometimes, it also changed as per requirement for growth and development.
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CONCLUSION
As per discussion, it concluded that Marketing essential is a process that can use for
exchange the process and also recognize the need and requirement of customers. Marketing is an
essential concept that must support the business for promoting product and services in global
marketplace. Furthermore, it has been summarized that the specific roles and responsibilities of
marketing functions and determine that how they are interrelated to the organization of Thomas
cook. Moreover, it also evaluates the conceptual framework of marketing mix and differentiate
between the organizations which help for achieving enterprises objectives. it produces the
marketing plan of Thomas cook that support for identifying all positioning of business in global
marketplace.
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REFERENCES
Book and Journals
Aung, M., 2019. STRATEGIES TO SURVIVE AND THRIVE OF MYANMAR TOURISM
GDP: CASE STUDY OF BAGAN TOURISM. International Journal on Recent Trends
in Business and Tourism. 3(1). pp.16-21.
Cardona, J. R., Álvarez Bassi, D. and Sánchez-Fernández, M. D., 2019. Residents’ attitudes
towards different tourist offers: Maldonado-Punta del Este conurbation
(Uruguay). European Journal of Government and Economics. 8(1). pp.30-47.
Gupta, S. K., Bhatt, V. P. and Vaishnava, A., 2019. Online Travel Trade in India: Challenges and
Opportunities. In Handbook of Research on International Travel Agency and Tour
Operation Management (pp. 116-132). IGI Global.
Kitheka, B. and Sirima, A., 2019. 15 Tourism governance and organisational infrastructure in the
East African Community. Positive Tourism in Africa.
Malik, H. and Sharma, M., 2019. E-Marketing as a Tool to Achieve Competitiveness in Travel
Trade Industry. In Handbook of Research on International Travel Agency and Tour
Operation Management (pp. 272-283). IGI Global.
Martens, H. M. and Reiser, D., 2019. Analysing the image of Abu Dhabi and Dubai as tourism
destinations–The perception of first-time visitors from Germany. Tourism and Hospitality
Research. 19(1).pp.54-64.
Moura, A. A. and et.al., 2019. Measuring quality regarding destination marketing: Perceptions
from local public stakeholders in Portugal. Tourism & Management Studies. 15(1).
pp.44-53.
Mwesiumo, D., 2019. Instilling problem solving orientation in tourism interfirm exchanges
through exercise of relational behaviours. e-Review of Tourism Research. 16(4).
Ozturk, Y. and et.al., 2019. Travel motivations of Iranian tourists to Turkey and their satisfaction
level with all-inclusive package tours. Journal of Vacation Marketing. 25(1). pp.25-36.
Sharples, L., 2019. Research note: customer experience management in cruise pre-
consumption. International Journal of Culture, Tourism and Hospitality Research.
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Online
Marketing function. 2018. [online] Available through:<
https://player.slideplayer.com/75/12530773/slides/slide_4.jpg >
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