Analyzing Marketing Strategies of Thomas Cook in Tourism Sector

This report provides a comprehensive analysis of marketing strategies in the travel and tourism sector, focusing on Thomas Cook. It defines the concept of market in the context of travel and tourism, describes the impact of the marketing environment, and examines components affecting consumer motivation and demand. The report also explains the principles of market segmentation and their uses in marketing planning, analyzes strategic marketing for Thomas Cook using tools like SWOT and PESTLE, and defines the relevance of marketing research and information. Furthermore, it discusses the effect of marketing on society and explains the nature and role of the promotional mix, including justifications for promotional campaigns in travel and tourism. The analysis uses frameworks like SOSTAC and emphasizes the importance of understanding consumer needs, market expansion, risk reduction, and effective communication for achieving competitive advantage and profitability.

MARKETING IN TRAVEL
AND TOURISM

Contents
INTRODUCTION.......................................................................................................................................3
TASK 1..........................................................................................................................................................3
1.1 Define concept of market in regards to marketing for travel and tourism..........................................3
1.2 Description on the effect of marketing environment on the Thomas cook tourism and travelling
agency.....................................................................................................................................................4
1.3 Description on the components which are affecting consumer motivation and its demand in travel
and tourism manner.................................................................................................................................5
1.4 Explanations on the principle of market segmentation and their various uses in marketing planning.
.................................................................................................................................................................6
TASK 2.......................................................................................................................................................6
2.1 Description on the analysis of strategic marketing for Thomas cook.................................................6
2.2 Define relevance of marketing research and information in relation to Thomas cook.......................7
2.3 Description on the effect of marketing over society..........................................................................7
4.1 Explanation on the nature and role of promotional mix.....................................................................8
4.2 Give justification on the promotional campaign for the travel and tourism.......................................9
CONCLUSION...............................................................................................................................................9
REFERENCES..........................................................................................................................................10

INTRODUCTION
The marketing plays crucial role In order to make business successful so that
organization can work in effective and efficient manner. The term marketing referred as
exchange of goods and services in relation to any value determined by the mar the market forces.
This function is inclusive with function like advertising, selling, organizing help the organization
to do the things in effective and efficient manner. With the help of effective marketing strategy
the firm can maintain its strong brand image in market (Liu, Tzeng and Lee, 2012). To make all
the process in smooth functioning manner it is very important to have impressive strategies so
that customer can receive timely delivery of their products. In this project the following activities
are need to be considered in relation to travel and tourism. This is the global enlarging business
in order to carry the all the function in smooth manner. This report is based on the functioning of
the Thomas cook. It is very helpful in relation to provide services so that need an expectation of
consumer can be fulfilled. This firm is very popular because they use to provide services such
are as attractive packages, discount, holidays etc. Moreover, this report is also inclusive of the
function like market segmentation and its uses of marketing activities.
TASK 1
1.1 Define concept of market in regards to marketing for travel and tourism.
The effective functioning of organization is totally dependent on marketing activities. In
this way the firms need to analysis the activities of customer so that it can help them to provide
those services which are beneficial for growth and development of the country. In this manner
the entity need to take initiatives in order to need to find out the potential customer so that they
can formulate effective plan in relation to have better and effective services. These kinds of
methods are very helpful to attract the customer toward their firm. The concept offering various
services so that brand image of company can be improvised. This concept is very useful in
relation to promote large amount of profitability in this way the organization activities can be
improved. In this manner the following things are to be considered as-
Consumer need and wants- The main motive of every firm is in manner to provide effective and
excellent services so that expectation of consumer can be satisfied. In order to fulfill the need of
the person it is very important to understand conditions. The firm need analyze various things
which is helpful in order to have effective functioning of an organization. These kinds of
activities are helpful to enhance customer loyalty towards firm. In order to earn long tern
sustainability it is essential to satisfy consumer so that revenue scale of firm can be enhanced.
Exchange process- This is the process which is helpful to frame effective services in manner to
exchange the good and services in terms of money. The travel and tourism sector need to deliver
expected services to customer so that they can achieve the objective of the business enterprise.

This kind of process is known as exchange process, in order to deliver something it is essential to
give something back.
Relationship- In order to maintain good relation with customer it is very essential to learn to
behave in impressive manner at the time of making interaction with them. In relation to this
context it is very important to maintain healthy relation among customer so that they can attract
towards the firm. In this manner they can earn large amount of profitability and productivity.
Marketer- The marketer is the person who works as to deliver effective services to them. The in
effective main motive of them is to understand the demand of consumer so that they can able to
fulfill them (Marcussen, 2008).. The marketer term is very useful in manner to create the place,
time and awareness utility. The tourism agencies need to have identification of need of services
so that they can work efficient manner. In this manner the firm can able to determine longer
amount of profitability.
Production concept- The main feature of marketing is production activities. They use to give
their major focus on the services of the firm. By delivering good services to customer the
business enterprise can maintain its brand image in market.
1.2 Description on the effect of marketing environment on the Thomas cook tourism and
travelling agency.
This organization is having world largest leading in manner to provide service in this
relation. The tourist packages can be affected by the external factors of environment. This are as
following like social, political, technological, economical and others. In order to fulfill the
demand of customer it is essential to have segmentation in of various units into business
enterprise so that each can work in well and effective manner (Kilkenny, 2009). The effect on such
cab be understood with the help of micro and macro analysis such are as-
Micro analysis (SWOT)-
This is inclusive of following process are as-
Strength Weakness
1. There is high availability of resources
in order to meet the objectivity of
business.
2. Services are in effective manner.
3. Workforce are high skilled in manner to
deliver good services to them.
1. The promotional activities should be in
effective and efficient manner.
2. The lack of marketing tools can lead to
have downfall in company growth.
3. The company is not working in
managerial manner.
Opportunities
1. The company is having strong brand
image in market.
2. The customer reliability is very
efficient.
1. The major threat is in relation to new
entrants.
2. There are lots of competitors available
in market.
3. The company is not having wide
amount of share in market.

Macro analysis- (PESTLE)
These are as following such are as-
1. Political factor- The type of the industry and it is having many kind of changed in the
laws and legislation of company. This all thing are need to be followed so that firm can
work in proper functioning manner.
2. Economical factor- The demand and supply is the important which is not be affected in
negative manner. Due to this there can be chances of decline rate in profit margin of
organization.
3. Social factor- The choice and preferences of consumer can be change at any time. This
thing is to affected in large manner.
4. Technological factor- The Company should use of upgraded technology so that customer
can get attracted the innovative products available in market.
5. Environmental factor- This factor plays crucial role in manner to satisfy the demand of
consumer because in this customer prefers to enjoy the leisure moments as per their mood
and climate.
(Figure 1PESTLE)
(Source: (Kilkenny, 2009)
1.3 Description on the components which are affecting consumer motivation and its demand in
travel and tourism manner.
In order to gain competitive advantage in market it is very essential to enhance the
profitability and productivity of business enterprise in large way. In order to gain the competitive
advantage in market it is important to satisfy the need of consumer.
This are inclusive in following manner are as-
1. Psychological factor- This factor is very important in order to meet the demand of
consumer. The perception of the person is matter a lot in relation to motive and demand

in travel and tourism section. Every person has different opinion as per their choice and
preferences. In order to fulfill this marketer need to focus on needs of person.
2. Price factor- The price factor plays crucial role in relation to attracting customers by
providing qualified services at reasonable or cost. The customer use to give their major
consideration on to the factor of prices when they plan to visit any destination. The good
services at reasonable cost always help to earn large amount of profitability.
3. Cultural factor- The cultural factor plays essential role in relation to attract customer with
seasonal changes (Goeldner and Ritchie, 2006). This kind of changes can have their direct
impact on the motivation and interest of consumer. In order to gain market share the
enterprise need to increase the growth by attracting customer with the affordable tourist
packages. This is inclusive of various components such are as value, belief, custom and
tradition.
1.4 Explanations on the principle of market segmentation and their various uses in marketing
planning.
By having proper division of the organizational activities market can able to achieve
competitive advantage. This kind of process is very helpful in relation to achieve higher amount
of profitability and productivity. There are various kind of segmentation method such are as
behavioral, geographical, psycho graphical and many others. In order to make effective process
it is essential to use various kind of process which is helpful to conduct proper strategies.
As per the view of Thomas cook who wishes to have summer holidays in Morocco and Egypt the
following component are need to be considered such are as-
Market expansion- With the help of segmentation process the business activities can be
expanded in large manner. Thomas cook effectively expand their business by segmentation of
marketing units. In this geographical method is to be used in order to have effective division of
whole process into segmented manner.
Reduce risk- With the help of division of whole work into segmented manner it is essential to
fine out the effective strategy of working in this way need of the entity can be analyzed, it is
helpful in reducing market risk.
Better communication- The communication play vital role in relation to have proper working of
the organization. Better assistance help in manner to increase the customer relation and in this
way better communication can be generated.

TASK 2
2.1 Description on the analysis of strategic marketing for Thomas cook.
With the help of strategic marketing forces the goals of the company can be achieved in
effective manner in this way Thomas cook has to use SOSTAC model in manner to planning his
holidays-
It is define in following manner are as-
Situation analysis- with the help of SWOT and PESTLE Thomas cook can analysis the current
market position and the economic condition of country.
Objective setting- In order to accomplish desire goal the Thomas cook take initiative to set the
objectives in order to develop marketing strategies in efficient manner.
Effective planning- The planning is most important it is to be planned. In order to achieve set
objectives of the business enterprise it is essential to provide customer packages.
Action- It is to be defined in following manner are as-
1. With the help of strategic planning the goals of the organization can be achieved.
2. There should be optimum utilization of resources within the given time.
3. The staff member should assigned their specific role and responsibilities.
4. The customer should have flexibility to select flight and hotels as per their choice.
2.2 Define relevance of marketing research and information in relation to Thomas cook.
The term marketing research is essential in manner to provide effective services to the
customers. The initiatives should be taken in relation to analyzing, collecting, examining,
identifying and interpreting whole information in market. In order to gain competitive advantage
this kind of activities are very essential. In context to marketing research on the Thomas cook
activities this is to be considered-
Guarantee the success of marketing research- In order to gain the market share, the marketing
research manager need to have proper identification of the demand of customer.
Help in reducing the uncertainty of risk- The Thomas cook should take initiatives in order to
reduce the risk of market by conducting proper market research. With the help of systematic
market planning the thing can be done with effectiveness and efficiency.
Provide relevant information- by conducting proper market research the Thomas cook
corporation can get easy access to useful information of business enterprise. This term is very
useful in manner to take effective decision making such are as demand, supply, strategies and
various action etc.

2.3 Description on the effect of marketing over society.
The organizational growth can be possible if they do proper research on the marketing
activities in need to have idea about potential customer in the market. This kind of activities will
be helpful to have the profitability and productivity of business. The present trends of the market
should be known by them. The marketing strategies need to be fulfilled in order to modify the
activities of business enterprise.
The following things are to be considered such as-
Helps in improving living standard- with the help of proper research on marketing activities the
living standard of people can be enhanced. The marketing helps the customer to aware about the
present trends of market.
Inform customer- The customer need to have all the information in relation to market activities.
With the help of marketing activities the customer can have useful information so that they can
choose the various things in relation to this. With the help of this kind of activities the
organization can have positive effect. In this manner the brand image of company can be
maintained.
These kinds of activities are helpful in relation to have negative impact on the firm are as-
With the help of advertisement activities customer can get attracted to product and services so
that firm can earn large amount of profitability and productivity. In this manner they can find out
the deviation between them. The Thomas cook uses to give extra and some sort of false
information in this way the brand image of firm can be affected.
TASK 3
3.1 Description on the factors affects the customer demand.
The following things are to b included I manner to full fill the demand of tourism sector.
These are as follows-
Income of the consumer- in tourist sector the income o the consumer plays effective role. In this
manner he need to formulate those strategies in which good service can be provided with
affordable cost.
Choice and preferences- In order to meet the need of the costumer in relation to this in market
there should be differed product and services are available in market. The consumer can choose
travel packages as per there need.
Cost of complementary goods- this factor also have negative effect in this if the fair of air
increases than there can be decrease in demand in tourism.

3.2 Description on how supply has change to meet the affects of demand.
There are following factors which can impact the demand and supply factors such are as-
1. The natural resources and environment.
2. The government
3. The various operating sector.
4. The hospitality and cultural factors.
TASK 4
4.1 Explanation on the nature and role of promotional mix.
According to the present environment this kind of thing can affect the growth of the
organization. It is very important to analyze the current as well future market condition so that
best tourism services can be offered. With the help of proper framing of effective marketing
strategies the Thomas cook can expand the business activities in relation to launch Egypt and
Morocco. The following things are need to be considered such as-
Advertisement- In this the Thomas cook should use those advertisement technique which can
help to attract the customer in the market (Blanke and Chiesa, 2013). In the summer tour the
following things are need to be given such as proper accommodation, travelling, entertainment
and such destination is to be covered. The social advertisement, brochures can help to attract the
customers.
Personal selling-the marketing professional should use personal communication with the help of
telemarketing, sale representation and others. There should be direct connection in relation to
interact the various channels in relation benefits the customers.
Direct marketing- with the help of this kind of activities the promotional tool need to be used in
order to attract the customers the marketing activities plays efficient role. They should various
kind of thing in this manner such are as instant delivery message, social media activities which is
to be used by the market professionals so that they can earn large amount of productivity.
Sale promotion- with the help of transfer of message the customer can be aware about the service
available in market. In this way various kind of discount offers need to be given so that customer
can get attracted towards firm.
4.2 Give justification on the promotional campaign for the travel and tourism.
It is very essential for Thomas cook to use promotional campaign for attracting the
customers in manner to plan summer tour.

Marketing tools for promotional campaign such are as-
 Online advertisement- in this Thomas cook will advertise the tour so that most of the
customer can be aware about it.
 Electronic mail- it is important in order to pass the recent information so that the
customers can idea about the various kind of discounted offers.
 Social media marketing- with the help of social media marketing the large size of the
population can have their connection with each other (Ayuso, 2007). The various
things are available in market such as Face book, networking channel etc.
 Sales promotion- The customers can attracted with various kind of discounted offers,
by giving 25% off the travelers can get attracted and book their tour. In this they need
to have social marketing activities.
Benefits-
 Higher sales.
 Company can earn large productivity and profitability.
 The brand image of firm can be improvised.
CONCLUSION
From the above report it has been concluded that marketing is very crucial element in
order to full fill the demand of customers. In travel and tourism this kind of things are essential
to attract the customers. In this manner the firm can earn large amount of profitability and
productivity. The Thomas cook need to have effective marketing research in manner to satisfy
the need of the buyers. This kind of process is helpful in relation to collect relevant information.

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