Marketing Essentials for Travel and Tourism: Thomas Cook Analysis

This report delves into the core principles of marketing within the travel and tourism industry, using Thomas Cook Group as a case study. It begins by defining the role of marketing and its interconnectedness with other business functions, followed by an evaluation of business and marketing objectives. The report then examines the elements of the marketing mix (7Ps) and their application in the context of the travel and tourism sector. A detailed marketing plan is developed, incorporating SWOT analysis, STP, and promotional strategies. Furthermore, a comparison is drawn between Thomas Cook and its competitor, BCD Travel, based on their marketing mix and strategies. The report concludes by highlighting the significance of sound marketing strategies in achieving business success and enhancing market value, emphasizing the use of innovative marketing techniques for customer acquisition and increased profitability.

Marketing Essentials for travel
and tourism

Table of Contents
INTRODUCTION................................................................................................................................3
MAIN BODY.......................................................................................................................................3
ACTIVITY 1........................................................................................................................................3
Power point presentation.................................................................................................................3
ACTIVITY 2........................................................................................................................................3
1. Evaluating business as well as marketing objectives...................................................................3
2. Elements of Marketing Mix.........................................................................................................4
3. Marketing plan.............................................................................................................................5
4. Comparison among different business organisation....................................................................7
CONCLUSION....................................................................................................................................8
REFERENCES.....................................................................................................................................9

INTRODUCTION
Marketing is defined as set of activities as undertaken by different business firms with the aim of
creating, communicating, introducing, exchanging all the offerings in form of services and products
which are considered as important part from the perspective of customers, business partners, society
etc. With the help of better and innovative marketing techniques, it helps companies in attracting
and retaining of large customers base thus contributing to more profitable situation. The present
report is based on Thomas Cook Group which is dealing in Hospitality and tourism business at the
global level. It will define marketing function role and responsibility and its correlation with other
functional areas of business. Further, explanation related to business as well as marketing objectives
will be defined along with elements of Marketing mix. At last, a Marketing plan will be provided
essential for meeting marketing objective of business. Also, comparison among different firms on
the basis of marketing mix and plan will be disclosed.
MAIN BODY
ACTIVITY 1
Power point presentation
ACTIVITY 2
1. Evaluating business as well as marketing objectives.
Thomas Cook Group is one of the top leading British travel and tourism industry group
operating at the global level. It is providing travelling as well as hospitality related services and
products to its customers across worldwide as per the needs and requirements of customers.
Business objective is defined as picture or framework depicting how the company will perform with
plans made for attainment of set defined business goals and objectives. Different strategies and
plans are made for successful achievement of business goals. Also, it is very important for every
business organisation to have specific and clear objectives so that strategies formulated can be
successful implemented and helps in profit maximization. Following are the business objectives of
Thomas cook group:
 To provide scheduled flights to its customers which is providing economical benefit to its
customers.
 To provides its customers with facility of overseas holiday packages and promotion of
tourism business in the United Kingdom.
 To make its clients, guests & customer feel ease, relax and convenience in respect of
travelling services being provided at reasonable and affordable prices (Baker, 2016).

 Also, it has been aimed by Thomas cook to provide best quality standard services to
individual for making them more relax, comfortable and happily satisfied.
 Further, making memories of customers more memorable and amazing all the issues and
challenges in respect of cultural, economical as well as societal has been considered and
eradicated for making customer more satisfied.
Marketing objective are aims which has been set down by company during promotional
activities as undertaken for its own business products and services which is required to be
accomplished within specified time period. It are strategies which has been laid down by companies
for achieving overall business goals thereby promoting and advertising products and services in the
competitive marketplace so as to attract potential customer. With the help of marketing and
promotional activities, Thomas cook has been able to establish its brand image in customer mindset
so that they are bind to make use of its product and services on repetitive basis. By introducing
organisational strategy, it helps in achieving organisational goals thereby providing company with
facility of security and sustaining of competitive advantage in the marketplace. It helps in attracting
new customer and market segment thereby maintaining loyalty and brand identity.
2. Elements of Marketing Mix.
Marketing mix is defined as a concept of different combination of factors having control of
company so as to influence customers for changing their buying behaviour by purchasing its
products. Thomas cook marketing mix defines:
 Product – Are those collection of services which has been offered for providing benefit and
comfort to customers (Rowley, 2017). It includes package holidays, travel, food, hotel,
insurance, car hiring related services for its leisure travellers, corporate business houses, etc.
By adding standard and quality features, Thomas has been able to retain large customer
base.
 Price – One of the most important aspect which has to be considered while making pricing
strategies. Charging affordable and reasonable prices from customers helps in gaining large
market share and competitive advantages as well. Price charged for product should match its
quality and feature.
 Promotion – This aids customers in seeking information and detail about products and
services as offered by the company. By maintaining good public relations, publicity, direct
marketing, personal selling Thomas has been able to improves its business performance and
productivity.

 Place – It defines the place from where the operational activities of a business takes place.
For convenience and comfort of customers, Thomas has started its online services thus
allowing its customers to choose product as per their need and make online payment for it.
 People – Are those employees who represent the company and its products, services to its
customers (Keegan, 2017). It is very much important for them to have proper knowledge,
information about all these and emphasis should be made on satisfying customers need
thereby encouraging for making purchase again.
 Physical Evidence – With the launch of forex mobile application by Thomas Cook, it has
been able to cater its international travellers needs. Office or business place is considered as
touch point from where customers can meet employees face to face.
 Process – By following proper documentation and procedural criteria, Thomas cook has
been able to satisfy customer with the help of different ads, marketing activities which has
resulted in large acquisition of customer base.
3. Marketing plan.
Thomas Cook Group plc is one of the British travel group which is having its operational
services at the global level. It is dealing in wide range of products including airlines, holiday
packages, cruise lines, resorts and hotels with specializing in travel agency business (Thomas Cook
Group Wikipedia, 2019). It is having revenue of £9584 million as on 2018.
Marketing objective – Is to develop business with high profit margin thereby providing scheduled
flights and promoting tourism sector within the United Kingdom. Also, to provides its customers
with overseas holiday packages, travel insurance etc.
Mission – Is to grow and develop profitably by delivering consistently better and high quality
services with the aim of providing some distinctive and innovative experience to its customers
throughout holiday trips. It will help company in gaining competitive advantages and building of
brand loyalty from existing customers.
Vision - To become one of the world's best liked and loved holiday package business group which
main aim is to provide ease and relaxed experience to its customers, clients, employees and
shareholders.
SWOT -
On the basis of current market situation, Thomas cook group swot analysis is as follows:
 Strengths – It is having capability of developing new product and services as per the market
survey and research as undertaken by its highly skilled and experienced workforce (Kotler

and et.al., 2015). Also, company is having strong distribution network which helps in
making effective and proper distribution functions thus in turn enabling company in gaining
large market and customer share.
 Weakness – Is lacking in making sound estimates and forecast related to product and service
demand in the market. It results in loss because of inability of company in capturing of
market opportunities and competitive edge.
 Opportunities – New market segment because of government agreements and also new
trends prevailing among customer groups has provided company with opportunities to build
new revenue and sales margin.
 Threats – Change in buying behaviour of customers due to number of online business
channels providing same offerings can result in decline in customer as well as profitability
aspects of company.
STP – Being one of the leading brand in the hospitality and tourism industry, it has always focused
on increasing its customer as well as profit level. Its segment group comprises of frequent travellers,
clients, leisure travellers for whom Thomas rendered special services. In case of target group, it has
always aimed at targetting audiences having age more than 18 years till 60s who are having
willingness to travel around world. It has always makes use of different marketing techniques for
launching its products and services in the new market segment such as social media marketing,
commercial advertising etc.
Marketing mix -
 Price –Reasonable prices has been charged for product matching its quality and feature,
from customers as per the packages which helps in gaining large market share and
competitive advantages.
 Product – It includes package holidays, car hiring related services for its leisure travellers,
etc. By adding standard and quality features, Thomas has been able to retain large customer
base.
 Promotion – By maintaining good public relations, personal selling Thomas has been able
to improves its business performance and productivity (Banerjee, 2017).
 Place – For ease and comfort of customers, Thomas has started its online services thus
allowing its customers to choose product as per their need and make online payment for it.
Promotional strategy – Thomas has always focuses on using social media platform for advertising
and promotional business activities. Also, it has ensures that different offerings in form of discounts,

vouchers etc. are provided to its customers for maximization of profit and attracting new customer
base as well.
4. Comparison among different business organisation.
BCD Travel is one of the competitor of Thomas Cook group which is engaged in business of
providing corporate travel management services at the global level. It is dealing in different
products range including travel management, consulting, meetings etc. with 13800 number of
employees working wit its on the present basis (Sanclemente - Téllez, 2017).
Basis BCD Travel Thomas cook group
Marketing mix  Price – Affordable price
is charged from
customers which match
their quality.
 Product – Travel
management, events,
consulting, meetings
etc.
 Promotion – Uses
commercial as well as
digital marketing means.
 Place – Online as well
as offline business place
for ease to customers.
 Price– It charges
reasonable prices from
customers so that every
one can get benefited.
 Product – It includes
package holidays,
travel, food etc.
 Promotion – By using
social media platform,
personal selling Thomas
has been able to
improves its business
performance.
 Place – For ease and
comfort of customers,
Thomas has started its
online services.

CONCLUSION
From the above report it can be concluded by adopting sound and effective marketing strategies and
plans, every business organisation can develop high market value. Also, using innovative as well as
creative marketing techniques, promotional and advertising activities as undertaken by Thomas
cook group has helped in acquiring of large market as well as customer share. This has resulted in
increase in profitability aspect which in turn has provided company with ability improves its
performance level.

REFERENCES
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Online
Responsibilities of Marketing department. 2019. [Online]. Available through:

<https://smallbusiness.chron.com/responsibilities-marketing-department-69931.html>.
Thomas Cook Group Wikipedia. 2019. [Online]. Available through:
<https://en.wikipedia.org/wiki/Thomas_Cook_Group>.