Case Study on Thomas Cook Enterprise Unit 5

TASK 1

1.1 Background, aims and objectives.

Background- Thomas Cook is taking various initiatives in order to provide qualified accommodation services to customers at an affordable cost. In the present scenario, the customer is facing the issue in relation to booking hotels as per the packages of their dream destination at an affordable cost. Thus, this enterprise is providing its services at an economic cost. In order to aware the customer about their services it is essential to implement technology in the travel and tourism industry. Pay per click advertisement technology will be helpful in order to gather the attraction of a large number of customers (Peppard and Ward,  2016)\).  On this customer can visit the profile and get online booking done from the hotel they want to book their accommodation. One of the major attractive features of this technological advancement is that this is cosy and time-effective. This is helpful in order to have an increment in the sales of the firm. In addition to this, it will work to have a return on investment. It can be said that this is good value for money. It works as to fast increment in the profitability of the firm. 

Research questions-

1. What are the effects of pay per click advertisements to enhance customer satisfaction?
2. How to keep the systematic operation of the travel and tourism industry with the use of technological advancement?
3. What is the impact of Pay per click on the business activities of Thomas Cook enterprise in the UK?

Aims

To access the impact of pay per click advertising on tourist holiday booking in the EU. A case study on Thomas Cook's enterprise.

Objectives

1. To analyse how PPC advertising is used by the travel and tourism industry as Thomas Cook enterprise.
2. To analyse how travellers are affected by PPC when they are booking a holiday
3. To provide recommendations to tourism companies to increase sales to travellers in the UK

1.2 Define the rational

Rational- The main object of implementing this is to have an increment in the sales of the firm. Thus, the firm is using pay per click advertisement as advanced technology so that they are able to attract a large number of individuals in the market. This is the easiest way to visit the online portal of a tourist company and get the booking done at their convenience. With the help of timely feedback from the customer, things can be done in an expert manner. One of the major benefits of this relationship is that this is a time and cost-effective process. Thomas Cook will have various advantages with the help of the implementation of tools such as Pay per click. Thus, they are able to cover the number of potential customers in the market. By attracting the target audience in the market as per the demographic situation. It is helpful in order to have a return on investment. This kind of feature of online marketing is helpful in order to reach potential customer and fulfil their desire to book their dream destination in a suitable accommodation. The attractive feature of this it provides services to customers at an economical rate.  This kind of service is assistive in order to capture the attraction of target customers in the market (Peppard and Ward, (2016). Thus, it can be said that each thing in order to online services with the help of pay-click advertisement needs to be in an effective manner so that the firm can able to operate its business function in an expert manner. This kind of advertising tool can be called the search engine marketing technique. The pay per click advertisement so one of the effective tools in order to gather the attraction of the customer in the market. It is more beneficial as compared to social media marketing.

Feasibility(Resources)

Time- In this, each activity needs to be given a particular time. With the help of an assigned deadline, each task can be accomplished.

Money- The estimated budget needs to be prepared in order to carry out the research techniques effectively.

1.3 Literature review.

Background on PPC

The Pay per click advertisement is one of the expert tools because it is a time and cost-effective technique. This is helpful in order to conduct the operation of the firm in an expert manner. In addition to this, it can be said that PPC Advertising is one of the most cost-effective internet marketing techniques because this kind of feature will be helpful in attracting large customers in the market. Technological advancement has various benefits as accessing each small piece of information so that customers can able to get better services. Thus, this is an assistive feature to buyers as they are accessing this website at any time during the day. This is a helpful technique which helps to have a systematic flow of work in the enterprise. It is one kind of technical tool which is to be implemented in order to measure the attention and interest of the public. This kind of tool is helpful in order to address each thing in an expert manner.

Definition of PPC

According to view of Viglia, Pelloia and Buhalis, (2018), the online advertisement concept is a broad one which generally refers to effective organisation advertising. One of the main motive of search engine advertisements is to bring improvement in the visibility of websites on search engines and works as to attract more web traffic. Thomas Cook's enterprise is taking various initiatives in order to access the target audience in the market. This kind of function is helpful in order to earn a large amount of profitability in the market. In addition to this, Muzellec and O'Raghallaigh, (2018) state that pay per click advertisement is one of the effective tools, which helps to attract a large number of customers in the market.

The major benefits of this advancement are in relation to cost and time. With the help of this effectiveness of the advertising tool can be measured by seeing the number of clicks on the ads. With the help of this, the perception of the customer can be determined effectively. According to the view of Viglia, Pelloia and Buhalis, (2018) states that the main idea behind the implementation of technological advancement as PPC advertising on search engines is that advertiser pays only for each click on their advertisement. Thus, it can be said that PPC advertising has revolutionized the online advertisement industry in an effective manner. In addition to this, Simonov Nosko and Rao, ( 2018) state that this is a comprehensive empirical investigation of Pay per click advertising and its consequence on the outcome of online advertisement used by search engine advertisement. This is one of the tools in order to select the potential customer in the market.

Contrary to Greene, and te.al., (2018 ) state that the major benefit in relation to PPC is that this is an expertise tool because it is a time and cost-effective process. In this customers are able to access the information by visiting the online sites. According to the present scenario, the customer is facing the issue in relation to booking travel packages to their dream destination at an economical cost. It is generally displayed in the search engine as Google. Thus, it can be said that the current leader of the Pay per click is Google.

Why it is important

The PPC model is used for the number of channels and platforms. In addition to this, Muzellec and O'Raghallaigh, (2018) state that the first main aim of search engines is to get insight into search engine marketing in order to attract the customer and to make online activities effective. It can be done with the help of the E-marketing process. Thus, it can be said that this kind of tool is essential in order to address each thing in an expert manner, With the help of PPC the Thomas Cook enterprise is able to have an increment in sales. This will help to display the ads by targeting potential customers.  As per the view of Assija, Baliyan and Jain, (2018) technological advertisement is essential in order to attract customers in the market with the help of using of Pay per click advertising technique.

How travellers used it

It is more effective as compared to the social media tools as it is attracting in order to gather the attraction of customers in the market. Google is the market leader of pay per click advertisement. According to the view of Greene, and te.al., (2018 ) state that it will detect the view of the customer, who used to go through it. In addition to this, after the implementation of PPC, it is the responsibility of the website owner to convert this technological advancement into purchasing behaviour and other kind of performance in the financial result. This is helpful in order to attract the customer in the market.

How effective is PPC advertising in travel and tourism

Assija, Baliyan and Jain,  (2018) Pointed out that In PPC Advertising there are ads on the websites' which are displayed with the help of some largest advertising platforms this as Google Adwords and Adsense. In this, it can be said that the beneficial aspect of Google Pay Per Click or PPC is that the website owner will only pay for results when someone actually clicks on the link and visits to online site of the firm page.

Industry in comparison to social media

Thus, it can be said that GoTo.com, was the first company who has taken the initiative to introduce pay per click into the Internet in 1998. This kind of idea was that sponsored versions of the search term would be auctioned off to the highest bidder. In simple terms, it is the technological advancement which works to encourage online marketing activities. This will be helpful to attract the attraction of a large number of customers in the market.

1.4 Research methodologies

In order to conduct effective research it is essential to cover all kinds of methods, approaches, and techniques so that all activities can be run in a systematic manner. These all are effective in order to conduct the technique effectively. In this context, there are various research methodologies as are-

Research philosophies-

By using this the appropriate information needs to be gathered. There are two types: positivism and interpretivism. In this assignment, I will be using of interpretivism technique. Thus, the major focus needs to be given to the aims and objectives.

Research design-

It is also helpful in order to carry out the research in a systematic mode. Thus, these are three kinds: exploratory, experimental and descriptive. To carry out the present assignment there will be use of descriptive research design.

Research approach-

This is helpful in order to gather systematic information and process all the activities effectively. These are of two kinds: inductive and deductive. In addition to this, inductive will focus on developing the theory and aims to the pattern with the help of which data can be gathered. This deductive method will work as to the testing of theory with topic or research. In both of these, there will be the use of the inductive approach technique.

Data collection-

This is also a helpful technique in order to collect the whole data in a systematic manner. Under these, there are two kinds of methods as are primary and secondary.  Both of the methods will be used by the researcher in order to carry out the research activities effectively. In order to carry out the present research there will be use of primary research technique. It will be done with the help of a questionnaire basis and the same will be prepared and floated through surveymonkey.com. It will possess close-ended questions with a motive to obtain uniform information from participants.

Data analysis-

After the gathering of whole information, It is very important to make the proper analysis of each activity. In this way, thematic analysis will be used in order to present the information in the form of tables, graphs etc.

Ethical consideration-

In order to carry out the research extra care needs to be taken about all participants. Thus, privacy and confidentiality of all information need to be maintained.

1.5 Draw Plan activities and action for research specification.

REFERENCES

• Assija, V., Baliyan, A. and Jain, V., 2018. Effective and Efficient Digital Advertisement Algorithms. In ICT Based Innovations. Springer, Singapore.
• Greene, D.H and te.al., 2018. Advertising payment based on confirmed activity prediction. U.S. Patent 9,858,616.
• Kirkby, S.D and et.al., 2018. Online ad detection and ad campaign analysis. U.S. Patent Application.
• Muzellec, L. and O'Raghallaigh, E., 2018. Mobile Technology and Its Impact On the Consumer Decision-Making Journey: How Brands Can Capture The Mobile-Driven “Ubiquitous” Moment of Truth. Journal of Advertising Research. 58(1).pp.12-15.
• Simonov, A., Nosko, C. and Rao, J.M., 2018. Competition and crowd-out for brand keywords in sponsored search. Marketing Science. 37(2). pp.200-215.
• Turban, E. et al.,  2018. Marketing and Advertising in E-Commerce. In Electronic Commerce 201. Springer, Cham.
• Viglia, G., Pelloia, M. and Buhalis, D., 2018. Information Technology in Hospitality Education. In Innovation in Hospitality Education. Springer, Cham.
• McGrath, H. and O'Toole, T., 2012. Critical issues in research design in action research in an SME development context. European Journal of Training and Development. 36(5). pp.508-526.
• Obeidat, R. and Abu-Shanab, E., 2010. Drivers of E-government and E-business in Jordan. Journal of Emerging Technologies in Web Intelligence, 2(3), pp.204-211.
• Peppard, J. and Ward, J., 2016. The strategic management of information systems: Building a digital strategy. John Wiley & Sons.

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