Marketing Essentials for Travel and Tourism: Comprehensive Report

This report, focusing on "Marketing Essentials for Travel and Tourism," analyzes marketing principles within the travel and tourism industry, using Thomas Cook as a case study. It covers key marketing concepts, including the marketing mix (product, price, place, promotion, people, process, and physical evidence), and compares the strategies of Thomas Cook and TUI. The report examines how these companies apply the marketing mix to achieve business objectives, including pricing strategies, promotional activities, and branding. It also includes a SWOT analysis of Thomas Cook and proposes a basic marketing plan for the company, incorporating SMART objectives to guide its strategic direction. The plan focuses on launching new customized services and increasing market share, highlighting the importance of digital marketing and understanding customer needs. The report provides insights into tactics for achieving organizational goals and emphasizes the significance of marketing channels in gaining a competitive advantage.

Marketing Essentials
for Travel and Tourism

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Covered in PPT......................................................................................................................3
P2 Covered in PPT......................................................................................................................3
TASK 2............................................................................................................................................3
P3 Compare the ways in which different organisations apply the marketing mix for achieving
business objectives .....................................................................................................................3
TASK 3............................................................................................................................................7
P4 Produce a basic marketing plan for a travel and tourism organisation to meet marketing
objective......................................................................................................................................7
CONCLUSION..............................................................................................................................11

INTRODUCTION
Marketing refers to that activity which is adopt by a company to promote the products
and service of the company. In this process various factors are included such as creating,
communicating, advertising and delivering products to the customers. In this report, chosen
organisation is Thomas cook which is a British global travel company, formed in 2007 and its
headquarters are situated in London, England, and UK. As they are leading their business in
travel industry, it is must for them to do marketing so they able to attract a large number of
customers with their services and operations. In this report it will be understand that what is the
key roles and responsibilities of marketing function and how they are interrelated with other
marketing function. Moreover, the difference between the two organisation in relation to create
the report of marketing mix strategies and marketing plan which are adopted by them to achieve
their business objectives.
TASK 1
P1 Covered in PPT
P2 Covered in PPT
TASK 2
P3 Compare the ways in which different organisations apply the marketing mix for achieving
business objectives
Marketing mix is a tool which is used by the company to evaluate their business activities
and also it is applied by the organisation to achieve business objectives and goals. With the help
of this technique or tool an organisation can know about customers needs, market segment etc.
There are seven factors which are included in this framework which helps an company to
formulate products and services according to the customers(Okumus and Cetin, 2018).This
framework is adopted by the organisations for different purpose and in different way fro
accomplishing their organisational goals and targets. Here the defined difference between two
companies marketing mix:
Elements Description Thomas Cook TUI
Product This refers to that item As Thomas Cook is a TUI is also related to

which is produced for
satisfying the needs of
its customers. Before
producing any kind of
product an
organisation must
focus on that their how
much demand of the
product which they
want to product and
also it is must to know
that their how much
their product is
different from their
competitors product.
travel and tourism
industry. They have
varied portfolio as
they are providing
various facilities to its
customers such as
Holiday type deals,
hotel facilities, cruise,
travel facilities, and
many others(Pappas,
2017).
the travel and tourism
company as they are
serving facilities such
as hotel and resort
packages and airline
packages.
Price It is a crucial element
of this technique
which decide an
organisation profit or
survival. This refers to
that amount which is
pay by customers in
order to get product or
service. The price is
decide by the
organisation after
considering all the
factors like
manufacturing cost,
R&D, marketing cost,
and distribution cost.
For attracting various
customers towards
their services, they are
providing holiday
packages at reasonable
prices which helps to
stay relevant and
competitive. At
present, company has
adopted the mid -
premium pricing for
attracting the right
customers(Pappas,
2016). Moreover,
company is giving
discounts and various
For attracting a large
number of customer
towards their services
they are adopting
unique pricing strategy
in which they are
providing their service
a a low price and give
various discounts to
their customers so
they able to cover a
great market share.

offer in the off season.
Place It is another important
element of this tool in
which an organisation
is determine about the
location of their
outlets. An
organisation need to
choose that location
where their customers
can easily reach and
take the advantage of
their products and
services.
The outlets of Thomas
Cook are situated in all
over the world. They
have almost 2920
stores and approx 97
aircraft in all over the
world. Moreover, they
are also trying to
expand their business
in more
countries(Buhalis and
Amaranggana, 2013).
They are providing
their services from all
over the world. Also,
they have covered a
huge marketplace in
the UK. They have
almost 64 aircraft and
they are operating
their activities in
almost 180 countries
worldwide.
Promotion This refers to that
activities which are
conducting by
organisation to boost
their sales and increase
their brand value. In
this element various
factors are included
like advertising,
personal selling,
public relations etc.
These factors help
them to introduce
more customers about
their products so they
willing to purchase the
They are adopting
aggressive
promotional strategies
to increase its
customers base at
international level. For
this they are using
various popular
channels like TV,
radio, newspapers,
travel magazines etc.
They are also sponsor
sports events and also
they are represent their
holiday packages in
various themes like
For introducing
various customers
from their services
they are adopting
various promotional
activities like
sweepstakes,
exhibitions, social
networks etc. They are
also focussing on
public relation method
by holding
conferences, meetings,
press releases which
helps them to build a
higher position in the

products. festive, fusion holiday. market.
People People are refers to the
staff or employees of
the organisation.
Through this tool an
organisation will able
to know that they have
sufficient and capable
employee or not as
employees are more
important in the
business. Employees
are responsible for
delivering the services
to the customer so it is
must for them to hire
and train the right
employees in order to
attract more customers
and satisfy their needs.
They are focusing on
their customer as well
as their employees.
They are giving proper
training to their
employees and also
give special training
for those who are
indulge in sales team
and tour guiding
team(Stoddard, Pollard
and Evans, 2012).
The employees and
staff member of TUI
are well trained and
skilled, their main
focus on the providing
best services to the
customers from all
over the world.
Process This element helps an
organisation to
evaluate their process
related to their pay
system, distribution
system and other
systems. An
organisation must
focus on the
improvement of their
They are adopting
various processes like
they are following the
back done process in
which they are
providing best travel
experience to its
customers by
agreement their
partner hotels, airlines
They are adopting
training and
development process
for enhancing the
skills of the
employees. For better
experience of their
services they
providing fast internet
services to their

process so they able to
maximize its cost and
increase their profits.
etc. They also concern
about the currency
exchanges,
documentation, and
visa process.
customer.
Physical evidence It is related to the
physical appearance
products and services,
outlets, and their
employees(Jolliffe,
2016).
They have great
physical appearance
like they have almost
32000 hotels in India
and approx 150000
hotels outside in India.
Also, they have
launched forex mobile
app for serving its
international travellers.
TUI covered a huge
market area and have
great physical
appearance in all over
the world like they
have employed almost
70000 employees in
almost more than 100
countries.
Evaluate different tactics in order to accomplish business objectives and goals:
For accomplish the organisational goals and objective, tactics or strategies plays a crucial
role. Thomas Cook is adopting various tactics like effective pricing strategies, promotional
activities, branding policies etc. These all the strategies will helps them to determine that what
their customers want, at which price and which products they wants from them. This will helps
them to attract a large number of customers which enables them to accomplish their targets and
goals easily. Moreover, they are adopting marketing channels which helps them to gain
competitive advantage, increase profits and achieve great success.
TASK 3
P4 Produce a basic marketing plan for a travel and tourism organisation to meet marketing
objective
Marketing plan pertains to that report which highlights the marketing strategies and
tactics that the company is going to implement in near future. Thomas cook must focus on
developing the marketing plan as it will help them to identify marketing strategy, avoiding future

uncertainties and give them assurance of the succession of new products or services(Kastenholz,
Carneiro, and Marques, 2012). In this report Thomas cook is providing new customized service
to its customers in which customers can change the packages according to their requirements.
Overview of Thomas Cook: It is one of the reputed British global travel company
which headquarter are situated in London, UK, and England.
Swot analysis :
Swot analysis is that acronym which helps the company to find the strength and weakness
and also help them to take advantage of their opportunities and the threats which they have to
face (Dodds and Jolliffe, 2016).
Strength Weakness
 Thomas cook is a largest company
which offers various facilities like
airlines, bookings, forex etc.
 They are not able to cover a huge
market share because they have to face
tough competition in the travel
industry.
Opportunity Threats
 This is a big opportunity for them that
they should focus on the doing
digitalizations of their operations so
they able to cover a great marketplace.
 As they have global presence so the
every change in government regulations
creates various conflicts for them.
Objectives :
For launching new service to their customers they must adopt smart objectives:
Specific- In this company tends to increase its market share from 60% to 80% by
providing new services.
Measurable- Company needs to measure the market segment, competition and progress
of the business.
Attainable : The company has determined the skilled employees and appropriate
resources for attaining its goals.
Relevance : The firm has increased the profit from 70% to 90% within the 6 months.

Time bound : It has estimated by them the duration of the succession of this plan is
within 8 months(Ghaderi, Som and Henderson, 2012).
Marketing Mix:
Thomas Cook is adopt marketing mix for evaluating their business activities that they are
going on a track or not. There are four element in this tool which are defined below:
 Product: The success of the company is depend on this factors that how much their
services are satisfying their customers needs.
 Price: In this factors they are determining the prices of their service. For attaining a great
market share Thomas cook needs to adopt reasonable pricing strategy.
 Place: This factor helps them to introduce more customers about their services. For this
they can use their own websites and others social websites to attract more customers
towards their services(Suhartanto, 2018).
 Promotion: Thomas cook adopt various promotional strategies like they give ads in
magazines, newspaper, and advertise on their own app which will help them to attract
more customers.
PEST analysis:
There are defined about the factors which can impact on the operational activities of
Thomas Cook:
Political factor – These factors include various government rules and regulation which
can impact their performance. For instance, reduction in VAT rate will be beneficial for Thomas
Cook to survive in UK economy.
Economical factor- These are related to the economy like rise in the general price level
will affect their production like their cost of production will be increase.
Social factors- These factors includes customers belief, attitude, behaviour etc. from
preventing themselves from these factors Thomas Cook needs to provide services according to
their customer needs and preferences.
Technological factors- It is related to the new innovations and technologies. Thomas
Cook can reduce their cost and increased their profitability by improving the uses of internet.
Strategies for business:

Segmentation- To launch new service, Thomas cook will adopt the geographic
segmentation because this refers to different customers based on different geographical
boundaries and they different interest, preference and needs(Yin and Poon, 2016).
Targeting- Thomas Cook will target the youth as they are more innovative about the new
technologies which will help the company to easily introduce new services with them.
Positioning- For sustaining their position in the market they are adopting innovative and
new technology in the providing the services which helps them to differentiate from their
competitors(Matikiti, Kruger and Saayman, 2016)
Implementation budget for new launch:
For introducing a new services in the market Thomas Cook have decided the budget amount is
£10000.
Particulars Amount
In social media platform (25%) 2500
On newspaper (20%) 2000
Sales promotion (15%) 1500
Advertisement on T.V (30%) 3000
Monitoring and controlling: This is last step of marketing plan in which an Thomas cook will
evaluate their business strategies that they are going on track or not. If they are not going on
track then they will formulate some effective strategies which will help them to conducting and
controlling on their activities in order to achieve their organisation goals and objectives.

CONCLUSION
From the above report, it can be concluded that marketing and the relation of marketing
with every function or department is very essential within the organisation. Marketing manager
plays an important roles and responsibilities for accomplishing the goals and objectives.
Moreover, marketing manger needs to update their marketing strategies by comparing their
marketing mix from others so they can compete their competitors. These strategies will assist
them to formulate new decisions and new marketing plan in an effective manner so they able to
attain their goals and objectives easily.

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