BTEC HND Travel: Marketing Mix Analysis of Thomas Cook Group

This report examines the role of the marketing mix within the travel and tourism industry, using Thomas Cook as a case study. It identifies issues within the product, price, and place components of Thomas Cook's marketing mix, including challenges related to product vision, pricing strategies, and location choices. The report also highlights the importance of service sector elements such as sales and distribution, feedback mechanisms, and multiple touchpoints in creating a friendly environment. Furthermore, it discusses the concept of a total tourism product, emphasizing the integration of all services to satisfy customer needs, with a focus on facilities, attractiveness, and destination. The analysis references academic sources to support its findings and provide a comprehensive overview of marketing strategies in the context of travel and tourism.

ROLE OF MARKETING MIX
IN REGARDS TO TRAVEL
AND TOURISM
TASK 3

3.1 Issues in the product, price and
place components of marketing mix
In the organization named Thomas cook corporation issue related to
the product, price, place are as under-
• Product issue
• Price issue
• Place issue
• Promotion issue

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• Product issue- Thomas cook is going to
provide various kinds of product and services
like hotels, flights, insurance, visa and
passport. There are following issue-
• Lost vision
• Different languages
• Customer classification

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• PRICE ISSUE- The prices of services creates the issue
for the corporation because it unable to select proper
pricing strategy for satisfying the needs and desires of
the customers. There are following two kind of price
strategies that are
• Price penetration: When the company keep the price
lower than the competitors so that they can attract large
customers and generate large sales.
• Price skimming: When the organisation increase their
price of the product because they are offering premium
and high quality products than their competitors.

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Place Issue- Place refers to the location where
firm is going to operate its business or sale its
product and services. Thomas cook group faced
the following issues regarding place-
•Various location
•Targeting to the customer

3.2 Importance of service sector
element in marketing mix
Services are the major and effective input for all
commercial activities of the business
enterprise. . The significance of service mix
with reference of cited venture are as follows-
 Sales and distribution:
 Feedback Improves Service:
 Multiple Touch points:
 Creates friendly environment

3.3 Concept of total tourism
product to an individual tourism
product
Total tourism product means the integration of
all services given by the corporation which are
carried out by the travel and tourism.
In other word it can be said that tourism product
is the total experience of the visitors.
Tourism product is a group of components or
elements brought together in the bundle to
satisfy the needs of customers.

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In the context of Thomas cook, it provides
various kinds of products and services to its
customer like accommodation, flights, gift
card, insurance etc. Following are major three
elements considered by the Thomas cook
group in terms of total product tourism-
Facilities-
Attractiveness-
Destination-

References
Liu, C. H. S. and Chou, S. F., 2016. Tourism strategy development and facilitation of
integrative processes among brand equity, marketing and motivation. Tourism
Management. 54. pp.298-308.
Cross, J. C., Belich, T. J. and Rudelius, W., 2015. How marketing managers use
market segmentation: an exploratory study. In Proceedings of the 1990 Academy of
Marketing Science (AMS) Annual Conference. Springer International Publishing.
Choo, H. and Petrick, J. F., 2015. The importance of travel companionship and We-
Intentions at tourism service encounters. Journal of Quality Assurance in
Hospitality & Tourism. 16(1). pp.1-23.
Mazanec, J. A. and et.al., 2015. Homogeneity versus heterogeneity of cultural values:
An item-response theoretical approach applying Hofstede's cultural dimensions in a
single nation. Tourism Management. 48. pp.299-304.

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