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Travel and tourism is one of the fastest growing sector in UK due to the increasing demands and changing priorities of the people. This industry is contributing to the national growth and development of UK and helps in improving its economic condition. Industry accomplish its goals and objectives by using various marketing techniques and methods for attracting people towards them (James, 2000).
Thomas cook is a UK based travel and tourism company which was formed on 19 June 2007. Thomas cook is taken into consideration in this file for explaining the marketing strategies of travel and tourism sector. This study focuses on the summer holidays trip to Morocco and Egypt which is being launched by Thomas Cook. It consists of core concepts and principles of marketing, marketing with the help of management tools. Along with these, it includes marketing mix and promotional mix. In the end, the whole report is summarised by using key findings and recommendations.
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The core concepts of marketing are very definite, clear, relevant and acceptable to understand concept of marketing process. The marketing basically involves five core concepts which are described below:
1)Wants- This is basically a desire which is selected from the needs. According to the wants of customers like tours should be enjoyable, knowledgable and they have wonderful travelling experience. Thomas Cook tour operators provides various tours packages for both Egypt and Morocco tours which fulfils wants of the customers (Dwyer and Forsyth, 2007).
2)Needs- It is a wish or a desire which can be related to security, physiological and esteem etc. The needs of the customers like while time of travelling they need proper accommodation, food and transport facility. According to theses needs, Thomas cook provides good quality of food at proper time of breakfast, lunch and dinner, for comfort for customers they use best transport facilities according to the region like camel at dessert area etc. and they also provide best accommodation facilities (Tsiotsou and Ratten, 2010).
3)Demands- It comes when needs are arise and wants are crop up because it is situation in which customers have both willing and ability to buy products. In tours customers demands like they demands for special regional food and demand for security. Thomas Cook make their holiday packages with insurance facility like car accident or adventures tour insurance etc.
4)Products- Product could be anything which satisfy needs and wants. According to the needs, wants and demand of customers, Thomas Cook make their holiday packages which includes attractive destinations, adventures activities, special food, transport and accommodation services.
5)Market- It is not only a physical place but it also involves contact or person where they are present with all detailed information. Customers wants to visit Egypt and Morocco, for this Thomas Cook make holiday packages for these places and also provide brochure which consist all detailed information related to travelling (Business Marketing. 2016).
The marketing environment involves both micro and macro environment factors which gives impact on both Thomas Cook business and destination places (Egypt and Morocco). The impact of marketing environment is described below:
Customers- According to needs and demand of customers, the business of Thomas Cook will be effected. For example, customers wants 6 days tour rather than 4 days tour in which all natural and attractive places should be cover. It gives impact like while making the changes in tours of Egypt and Morocco, business of Thomas Cook is in profit or loss.
Suppliers- Suppliers of Thomas Cook provides accommodation services, transport services and food facilities in holiday packages. The suppliers also gives impact on the business practices. For example, when suppliers of Thomas Cook will provides best quality services and facilities to customers who are visiting Egypt and Morocco than Thomas Cook will be able to gain trust of customers which will also more customers towards them (Koning, 2014).
Technology- With the help of technology, Thomas Cook can make their own website which will be beneficial for them. Through their website, customers can select and book their holiday packages for Egypt and Morocco. They could provide online and digital services to customers.
Politics- The government policies which are related to security also affects the business of Thomas Cook because for security purpose they offer personal health and car accident insurance while travelling Egypt and Morocco.
Economic- The economic conditions like interest rates, bank rates etc. affects the tourism demand and business of Thomas Cook. For example, due to high level of interest rates customers number will be decreases (Sharpley, 2006).
There are few factors which affects the consumer motivation and demand in the travel and tourism. The factors are described below:
Cultural factor- This factor involves culture, sub culture and social class of the customers. The culture of customer motives him to know other country's culture and subculture because his own culture taught him the importance, value and preference of culture. The sub culture includes tradition, custom and religion of that country. For example, Muslim people who have interest in their customs, it will motive him to visit Hassan ll and Koutoubia mosque and worship their.
Social factor- The social factors influence and motives customers to visit other places like Egypt and Morocco. The social factors includes family, friends, reference groups, status and roles which gives motivation to customers. For example, group of friends visit Morocco then they will describe the architecture, and natural places which attracts them. The description related to that place will influence customer to personally visit that place to see the beauty of Morocco (Francesconi, 2011).
Personal factor- The personal reasons and factors also motives customer to travel Morocco and Egypt. The personal reasons may includes business, economic situation, lifestyle or education. For example, Customer wants to know history and architecture about pyramids then it will motive him to see it physically to understand its importance.
Psychological factor- This factor involves motivation, perception, learning and attitudes. In this perception is process through which customers interprets the information about place which he receive from others. For example, he perceive that beauty and tradition of Morocco is very attractive then it will attract and motive him to visit that place (Thomas Cook. 2016).
Market segmentation is a marketing activity which categorize the broad market into small segments which involves consumers of same traits. The types of market segmentation is defined below:
The process of marketing involves few steps such as situation analysis, objectives setting, strategy developments, tactical developments, actions and control (SOSTAC Planing, 2016). Through segmentation, Thomas Cook can target customers according to age, lifestyle, country or purpose. With the help of segmentation, firm can understand the need of customers and according to that need they can plan tour packages of Egypt and Morocco. The marketing activities will be create according to segmented customers to attract them. For example, firm will plan summer holidays package which covers educational places like historic, museums etc. for the students or people who are interested in this place (SOSTAC, 2015.). While considering the age and gender factor age of 18-26, they mostly wants adventure and excitement, so, firm can plan the tours by includes adventures activities like paragliding or mountaineering etc. The firm will combine the marketing segmentation with marketing planning according to customers (Evans, Stonehouse and Campbell, 2012).
Strategic Marketing is a combination of marketing goals of an organisation and strategies used for achieving them. As per the assistant marketing manager, I suggest SOSTAC model for strategic marketing planning to Thomas Cook for the summer holiday from Morocco to Egypt which is described below.
Situation Analysis: For analysing the current situation, Thomas Cook needs to apply Pestle and Swot analysis which helps in identifying its current market position and economic condition and results to decide appropriate investment in summer holidays of Morocco and Egypt (Kimmm, 2012).
Objective Setting: Thomas Cook has to set objectives by analysing what it wants to achieve from this trip. The basic objective of Thomas Cook is earning profit and to achieve this, it has to develop effective marketing strategies.
Strategy Development: For achieving the objective, Thomas Cook has to form effective, creative and innovative marketing strategies for inviting more customers in the summer holiday packages (SOSTAC Planing. 2016).
Tactical Development: Company needs to do market surveys and researches for achieving strategies which helps in getting information related to the demands and priorities of customers, strategies of competitors etc.
Action: In this step, Thomas Cook implement its plan by signing agreements with the airlines and hotels which they have selected for their tour (Koni
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