Marketing Analysis: Strategies for Travel and Tourism (TTM) Report

This report provides a comprehensive analysis of marketing strategies within the travel and tourism sector, focusing on core concepts, market research, and consumer behavior. It examines the impact of the marketing environment, factors affecting consumer motivation, and principles of market segmentation. The report also delves into the importance of strategic marketing research, the relevance of market research, and the influence of marketing on society, with a specific focus on Thomas Cook's approach. The report covers key aspects of the tourism industry, including customer needs, market segmentation, and the application of marketing principles to enhance customer satisfaction and business outcomes. It highlights the importance of understanding consumer behavior and adapting marketing strategies to meet evolving demands and preferences. The report is designed to provide a detailed overview of the marketing landscape within the travel and tourism industry.

MARKETING IN TTM

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Core concepts of marketing for the travel and tourism sector..............................................3
1.2 Impact on marketing environment on travel and tourism sector...........................................4
1.3 Factors affecting consumer motivation.................................................................................5
1.4 Principles of market segmentation........................................................................................7
TASK 2 ...........................................................................................................................................7
2.1 Importance of strategic marketing research .........................................................................7
2.2 Relevance of market research...............................................................................................8
2.3 Assessing the influencing of marketing on society...............................................................9
TASK 3..........................................................................................................................................10
Covered in PPT.........................................................................................................................10
TASK 4..........................................................................................................................................15
4.1 Integrated nature and role of the promotional mix..............................................................15
4.2 Covered in Poster................................................................................................................15
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
Marketing is the creation and delivery of goods and services for a definite purpose. It is
the ideology that the organization should prioritize the requirements of their clients and forming
decisions to satisfy demand and requirements of the customers or clients. Travelling tourism
marketing concepts deals with theory of practising of touring the business of enticing,
accommodation facilities and amusement of tourists, running of business trade. For different
countries tourism considered as a great source of income and plays vital role on economic
sources to neighbouring countries (Buhalis and Foerste, 2015). It also effects economically,
socially, culturally and international relations as well and most importantly it also affects the
educational background of the country. The present report is based on Thomas Cook on tourism
sector basically explained how the tourists satisfy by their needs and requirements within
travelling and also it proffer a dynamic range or collection of assistance comprising currency
exchange, corporate travel, mice, leisure travel, visa and passport services and e marketing. The
basic idea and concept of travel and tourism in business is described below and also throws the
light on factors responsible for customer needs and demands.
TASK 1
1.1 Core concepts of marketing for the travel and tourism sector
To satisfy customers and fulfil their demands and requirements, marketing concept is
required to come up with the expectations of the customers with satisfaction and adherence, in
order to upbringing this fact following points are described below to envisages the concept of
travel and tourism in relation with marketing.
Requirements of customers:-
There are following demands of customers which influences the travel and tourism in
relation with marketing, like geological inclinations, cultural attractions, transportation facilities ,
safe and secure convenience (Chiappa, 2013). Travellers mostly give their their preference to
heritage places and good climatic conditions with full fledged great accommodation including all
the services by they can be benefited.
Amenities and commodity:-

The customers should given benefits of excellent quality of amenities and services with
good brands and accommodation is of very great quality to keep in mind with their demands and
requirements that how would they satisfy accordingly. Thomas cook provide the best packages
at a very affordable rates with best quality services and also provide discounts and offers to come
up with the expectations of the travellers.
Usefulness :-
The travel and tourism organization would be getting profits by this because they provide
best possible ways to engage tourists in a best possible ways and accordingly more and more
tourists follow their their path of travelling and except the deals. It also increase the per capita
income of the country and also provide fame to the tourism organization because majority of
tourists prefer that particular organization. It also provide financial well being to the protection
of ecological process, resource implementation and authenticity and desirability of making the
suitable place more sighted (Crooks and et. al., 2011). It gives the employment opportunities to
the society like mentor, restaurant keeper, cooker and also create jobs by farming, manufacturing
and wholesaling.
1.2 Impact on marketing environment on travel and tourism sector
Following are the factors influencing internally and externally that influences the trade
outcomes. These factors are described as below, they highly effect the demand and supply of
tourism on tourists with respect of marketing.
CLIENTS :-
Customers plays a vital role in tourism sector and it greatly effects the market , as the
customer demand increases market increases and as the their demands go down, the business
automatically face the competition and it effects the growth of the tourism industry and trade as
well.
COMPETITORS :-
To maintain good and stiff competition in the tourism industry the company should
maintain the level of competition with respect to other tourism company and it can be done by
establishing different methods and ideas to attract tourists or customers. Thomas cook, they
provide many benefits to tourism sector and give best operations in tourism industry that can be
revised as how deal is to be done with customers in order to give best results and attaining profits
in tourism company (Fu Tsang, Lai and Law, 2010).

ADMINISTRATIVE AND JUDICIAL FACTORS :-
They are something related with the policies and authorization given by the government .
In this the following tourism must be authorized by the government and according to Thomas
Cook , there are certain rules and regulation which are adopted by the company according to
government norms.
ECNOMIC FACTORS :-
Economic factors includes the how the economy deals with the travel and tourism
business it emphasizes on exchange rates, per capita income , tax rates accordingly the dealers of
the business dealing with these situation by establishing their strategy.
SOCITAL FACTORS :-
It includes the socio economic changes in the society and how it effects the demand and
supply of tourism like culture, interests and preferences on account of different places (Goeldner
and Ritchie, 2012). It determines that how societal issues can be deal with travel and tourism in
different parts of the world.
TECHNICAL FACTORS :-
By adopting innovative ideas and latest and advance technology, tourism can be
diversified by making customer satisfy with their provided demand and requirements and they
always prefer the same tourism company.
ENVIRONMENTAL FACTORS :-
By adopting different methods the tourism industry should keep in mind with the
ecological conditions of the surroundings and follow the rules given by the government with the
tag lines “safe and clean the environment” to protect our heritage with dangerous substances .
1.3 Factors affecting consumer motivation
The rapid change in the technologies are affecting to the hospitality industry. The tourism
industry have to use updated technologies in which they can identify the needs of customers.
Thomas Cook have to conduct proper market research in which they can also target new
customers and will retain for a long period of time. There are many factors which are affecting
the consumer motivation in travel and tourism such as; there needs, taste and preferences are
changing from time to time. So sometime it became difficult for the organisation to identify their
needs and it ultimately effect on demands of products and services which are provided by
Thomas Cook.

The manager of Thomas Cook has to go through the several stage while providing any
services to customers.
Need of consumer – The organisation have to find out the needs of customers that what
kind of products and services they want.
Information gathering – When they find out the needs of customers than they have to
collect the information. The customers are gathering information through the newspapers, travel
agent and many more.
Evaluation of alternatives – After gathering the information the customers will choose
that what is best option in regard to use the services of tour and travel.
Purchase of product – In this they will purchase the product after analysing all the stages.
Post purchase evaluation – In lase, customers will analyse that whether they are happy to
use the products and services which are provided by the organisation. If they are happy then they
will again use the services of Thomas Cook.
1.4 Principles of market segmentation
Marketing segmentation is a distinction of overall consumer trade into clusters for the
better communication process in order to satisfy customers requirements. Segmentation is the
complete process of dealing with different types of tourists in the tourism industry because every
customer have their different tastes and expectations, in order to overcome this problem
segmenting of market is done through best possible ways by the company. It will be very helpful
to understand the requirements of the consumers (Kayar and Kozak, 2010). It will give benefits
to resource allocation. It forms effective tourism trade plans to goal particular market areas. there
are different types of market segmentation in relation with travel and tourism industry.
GEOLOGICAL SEGMENTATION :-
This segmentation deals with the tourists place of origin like from which part of world
they belongs , their culture and locality and their distinct behaviour accordingly.
Demographic factor – Thomas cook has to divide the marketing according to the income,
age, caste or so on. So that they can easily find out the needs and references of customers.
PHYCOLOGICAL SEGMENTATION :-
This factor determines the tourists attitude, interest level, behaviour,their life style and
personality traits. By this method it can find out the overall interests of the consumer.

Thomas Cook have to analyse the principals of market segmentation which will give
them advantage to attract large number of customers.
 Proper market research should be conducted properly in order to ideentify the needs of
customers.
 Through this they can increase the profit and retain the customers for a long period of
time.
TASK 2
2.1 Importance of strategic marketing research
According to the estimates of the company Thomas Cook , strategic marketing planing
throws light on standard, productivity and regulation . It emphasizes business of sales on the
target customers. Strategic marketing plan is a vast or substantial defined programme which has
a centre of attraction is trade targets in tourism industry. It calculates the opportunities by the
means of progressing and developing trade in capital, market expansion and intimidation.
Strategic marketing planing maintains the future benefits within business goals, ambitions and
stable trade objectives. many outsourcing firms can proved their powerful place by adopting
strategies and implementation process. An effective strategy can add profit to the market by best
implementation programmes (Li and et. al., 2011). The diversified strategic planning system is
the organized revision of factors in connection of business. It should be kept in mind that the
planning process should be sensitive and easily dealt with the situations. The strategic plans
identifies the difficult conditions of marketing strategy and prove as a mentor. To run a business
planning is done through administrating, manufacturing, marketing and finance, the fundamental
plan for planning is the marketing plan. To implement these plans in strategic environment
company adopt following methods: :-
 It creates the practice of forecasting market environment like politics, economics and
society.
 Improvement of communication channels between the manger and other members.
 To encourage administration by systematic thinking for this a good thought process is
required.
 Classification of effective business capital with respect to market opportunities.

 To continual revision of the operations a framework should be made in order to analyse
the operational methods.
 360 degree performance appraisal should be made in marketing strategies to operate the
functions at a view of full circle appraisal, to identify the problem at levels in the
organizations.
In Ansoff matrix, it includes market development, product development, diversification
and market penetration. The company has to work in diversification strategy in this they have
enter into new market with new products. In this they can easily attract the customers because
the base customer is very strong with this company.
2.2 Relevance of market research
Research is the scientific study of information and process. Thomas Cook, marketing
research aims at collecting significant information from the clients. Basically tourists are the
clients or customers in tourism (Molina, Gómez and Martín-Consuegra, 2010). In order to run a
business, tourism industry needs to strengthen their business relationships with their customers,
this is the first rule of business, to maintain a healthy relations with the customers. By good
quality services increasing the customer demands and thus marketing researches plays vital role
in fulfilling their needs.
The functions of marketing researches is to collect information about how to satisfy
customer needs by allowing tourism department and business. It determines requirements, wants
and satisfaction of the customer. It gives the statistics of no of visiting customer, profile and
traits. Research can measure out the different facilities and activities among the tourists and
which locations of the provided services require improvement. By adopting advertising strategies
attract the tourists. communication also plays a very important role in marketing researches by
questioning and answering in a appropriate manner. The market research must be handle to
knowledge and experienced member. When complete information of customers retrieved it will
be very easy to implement plans accordingly by keep in mind with their requirements, demand
and expectations. The important decisions comprised of better entertainment and customer
services to clients comprised of better entertainment and customer services to clients.
Requirement research is done through selective and appropriate planning and evaluation
(Moutinho, 2011). It is very important to set genuine findings and realistic demands in relation
with spending on research. The manager of Thomas Cook have to conduct the proper market

research through which they can easily identify the needs of customers. It will give them
advantage to attract the customers and in advantage fulfil their needs. With the help of this they
can easily find out the their competitors also that who are targeting their customers.
2.3 Assessing the influencing of marketing on society
Marketing is the the thought process of delivering goods and services to the final user. It
is basically creating and delivering of ideas, goods and service for a specific purpose. This
envisages the concept of marketing mix and basic criteria of identifying with market. Society is
defined as a place where many members of a community staying together for their personal
benefits. There are many challenges facing by the society with respect to marketing (Sigala,
2012). Society throws a light on the marketing conventions of the company but marketing makes
the society more materialistic and reliable. To determining the balance between the two is the
challenge faced by the marketers. Societal values are based on ethics and so ethical aspects are
important for a business as well in other ways of guidance that provides what is right and what is
wrong ,fair and unfair and correct or incorrect. Through advertising means it provides stylish
products and clothes and and give modernization support to society like children love to adopt
these modern methods but in cultural values of society these changes are not allowed due to
their old thinking and it highly effects the marketing challenges (Xiang and Gretzel, 2010). In
underdeveloped countries marketing can used to produce hazardous products like alcohol, cig
grates, and youngsters use these products to maintain their modernization level .by this
marketing has been using in wrong way by the children and young generation. By these methods
of marketing income sources can be made by selling of these products and generates income
source. Thomas Cook have to find out the proper marketing tools through which they can get
popularity among the customers. The managers has also to make efforts ion order to provide
quality of services. The whatever services are provided by the organisation it should not harm to
society and give advantage to local people in order to improve their life styles.
TASK 3
Covered in PPT

TASK 4
4.1 Integrated nature and role of the promotional mix
The promotional mix is the part of the marketing strategies which helps the travel and
tourism company in order to fulfil their objectives (Buhalis and Foerste, 2015). The manager of
Thomas Cook has to properly use the tools and techniques which are using to increase the brand
awareness and make the strong position in market. Promotion mix includes various techniques
and tools such as advertisement, sales promotion, direct selling and public relation. Through this
they can attract the more customers and increase the contact with them. With the help of
promotional technique the company can increase the awareness of brand name and attract the
customers. Through this they can also identify the needs of customers and competitors strategies
for achieving the objectives.
Advertisement is the best tool in order to promote the brand name of the company. The
managers of Thomas Cook has to various methods which are used in advertisement such as the
company can post the ad in newspapers, radio, television. With the help of social media site
because now a days so many users are active in social media site and it will be easy for the
company to attract large number of customers.
In sales promotion, the company is providing the services through the offering the
discounts, pamphlets or vouchers to increase the brand awareness. While doing this the company
can attract large number of customers from different places. In direct selling, the managers
directly provides the services to those visitors who are making the plan to visit Morocco and
Egypt. In this the company can also use various source of communication such as mobile
phones, emails etc. It will also a easy for tour operator to increase their profits and maximise the
profits. Where as in public relation, the manager provide the services to those people who are
really want to enjoy these services (Chiappa, 2013). It is also been observed that in order to get
the desired outcomes it is important to fulfil the needs different tourists who are belonging from
the different culture, religions. By using the approaches of promotional mix the company will
able to improve their brand image and can increase the revenue for Morocco and Egypt.

4.2 Covered in Poster
CONCLUSION
Summing up the entire report, it has been concluded that there are many factors which
affect the demand and supply for travel and tourism company. In modern era, the competition is
very high so there are number of companies who is providing the same kind of services and
products. Along with this, Thomas Cook can apply various tools of marketing mix in terms of
services and products so that they can attain the objectives in appropriate manner. At the end the
managers has to considered the interest of local people or society for providing the high quality
of services to visitors.

REFERENCES
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Online

Marketing Mix for Tourism. 2011. [Online]. Available through:
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marketing-mix-tourism.html>. [Accessed on 12th April 2017].