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Tourism means to provide service to those people who are moving out for the short period from where they actually live. Marketing Travel Tourism Assignment Solution used by the Agent/.Agency is known as travel and tourism. Facilities of accommodation, travelling are all included packages provided by the agents. Marketing plays an essential role in enhancing the business of the company in this Industry. So marketing strategy means that research done by the marketing manager of the company to evaluate the customer market so that he get aware about all the needs and plan according to it to satisfy customer needs and make more profits. Through marketing, it is possible for the companies to do interaction with their consumers and understand their wants that helps them in coming with new products those can satisfy their wants. This study helps in understanding the basics and the principles of the travel and tourism industry.
The core concept of the marketing is the to satisfy customer needs and planning should be done after keeping all the demands of the consumers so that customer satisfaction is the only way which increase the sales of the company. As I am an assistant marketing manager of Thomson so I asked to present a report on any tours package for Denmark, Amsterdam, Porto etc. This is only possible after getting aware about the customer’s preferences. After this, company makes different policies and strategies as an effective plan of marketing that helps the employees to come up with the basic elements of marketing mix such as price, product, promotion and place. It is known as 4P’s. (Cohe ,2005). The below are the details that helps in clearing the concept related with this study.
Marketing environment is divided into two segments- internal environment and external environment. Internal environments means factors those occurred within the Thomson and external means factors those occurred outside the company and leaves a great impact on the company’s business.
Both external and internal factors affect the working of the companies. Internal factors are under the control of the companies and external are beyond them or not easily handle by them. Opportunities and threats occurred outside the organisation known as external factors e.g. Fear of change in the demand, competition, etc. and any changes occurs within the company called Internal factors.. All such factors also affect the business of the Thomson Holidays. I analysed these effects and will conclude the strengths and the weakness of my companies.
In Thomson holidays this environment includes suppliers, competitors, intermediaries, consumers etc and few of these mentioned below.
All sudden changes in the working of the Thomson is due to certain factors like change in technology, Locations, fashion/ taste, Politics, society etc.
Any change in Macro environment impacts on the sales of the business such as recession in which consumers wants to spend less mainly on the necessities rather than luxurious products, political factors like taxes affects the choice of the customers regarding destinations. All these affect the business of the Thomson Holidays as they play an important role in the business of the company.
By analysing the change of motivation in the Thomson, the desires of the customers are predicted those help in making the packages of the tours and the planning for their marketing. Factors can be emotional, social and personal. Another factor is the policy of the government like monetary and fiscal that leaves the great impact on the business of the tourism. Any variation in the currency effects on the profit of the industry. In similar way, any increase / decrease in such factors results in the demand of the tourism sector in a same way.
Below are the Factors are:
Models of consumer behaviour: It includes loyalty, sociology and psychology.
Determinants of consumer motivation:
The main determinants are:
Influence on consumer decision making: Flexibility, satisfy needs, good service/ products are main reasons that gives the customer satisfaction directly and motivates them to stick on their particular decision of buying the product from the same company next time.
Influence on consumer conflict resolution: After getting the needs of the consumer satisfied the main motivation reason is to influence or motivate consumer to get out of the conflict with himself of buying the product. Confusion arise in front of many suppliers supplies an identical products (Mok, and Iverson, 2000).
Market segmentation means to reach to meet all the target consumers so that the organization satisfies the consumer desires. It is useful for the marketing planning where market is divided into various groups based on the factors known as target consumers too. Target consumers are defining the consumer in terms of demographic, geographic and behavioural characteristics (Maringe, 2005). The consumer market are divided into different segments by keeping the customers lifestyle, needs, social class, personality etc. In a huge competitive market where many competitors are available with the different types of products those offered the same product to the consumers. It plays an important role in the sector of tourism where tourists are divided into various segments of the market and having different or same needs of every person. Many travellers have different packages as a competitor of Thomson but to attract customers company should come up with new changes or innovative ideas. In the market segmentation of the Thompson, it recognizes the needs of consumers and divides them in different sections as per the needs. Market segmentation helps the company in providing the best packages of the tours as per the needs so that the consumers satisfy at the best. The common factors on which market of tourism divided are age, family, nationality, Gender etc or on the stage of the consumers like teenage, youth etc. The main purpose is to satisfy the needs of the consumers.
A successful strategy is that which satisfies the consumer needs and earn profits in the business. Strategy is necessary and gives the benefits to the organisation (Perreault. Wand McCarthy, 2005). The Strategy Planning recognises and analyse the strengths and the weaknesses of the company business operations or external affairs. As a marketing manager of Thomson, my purpose is to make strategy is to bring different packages for tourists that satisfy the targets of the business after keeping certain facts in its mind. Marketing plan of Thomson Holidays based on the below analysis.
Marketing information defines all the details that are relevant to the company Thomson and useful for the further progress. It is all possible by the marker research which is done by the professional team that is marketing managers etc. Research done in the market is all about the product, customer requirements and the latest trend or the production and sales. Market Research helps the company in understanding about the market in which it tries to step in for the success of the company. Many competitors are available in the market those are providing the same product at reasonable price that means package included all offers but very reasonable. Some of them have come up with totally different one. So, it’s all depends on the strategy that how the organization will attract their customers and don’t let go their existing customers out. Thomson identifies that the market research / information is very much beneficial for maintaining the quality of goods / products and the services. Research is the key helps in getting all appropriate information about the market, it can be possible easily though the Internet in the short span of time. There are other ways too like surveys, Research on tourism industry, Occupancy survey and visitor’s survey.
Marketing has both the strong negative and the positive influence on the society. The process helps the company in identifying the powerful consumers in the market and makes them their new target for increasing the sales. The positive impact of the marketing on the society helps the operations of the business in meeting the needs of the consumers. The impact that the marketing mix bears on the society get detected itself from there. There are various groups those keeps on checking on the various industries and their impact on the society. They carry on rallies if they find any requirement. It helps them in matching the supply of the products with its demand only through increasing the awareness in the society. There are negative impacts too as it leads to the wastage of money. In the sector of tourism, society gets the help from the market by offering different types of packages or more variety of destinations. It leaves the great impact on the society and the people follow it as they become familiar through advertisements. It is the accountability of the people to make ensure that it would not leave any negative impact on the society by conveying any wrong message. Generally, marketing makes the prices high as the cost of the marketing is added on to the product. It also leads to the consumerism as it encourages the consumer to purchase without much thinking (Kotler,2001).
Marketing mix is the tools of the business. It is a research which is done by the marketers to determine the product and its brand. Also, consider offers offered by the organization. It is associated with four P’s – price, promotion, place and product but the tourism industry has three elements such as Price, Product and the Place. The second largest airport of the UK is the London Gat wick. It gives the variety of restaurants that satisfies the hunger of the travellers. It also gives the benefits to the kids for playing by providing then the sufficient area at the airport. As the executive in the marketing, i would analyse the concerned problems related with the elements of the marketing mix and suggest there for the recommendations that helps in increasing the profits of the company.
Extended Marketing mix is an alternate name of the service sector mix represents an internal part of the companies/ firms. It has three additional elements along with the 4 P’s of marketing mix as previously discussed. The additional elements are Process, People and Physical evidence. These are need for giving the supreme delivery of the service.
London Gatwick airport has an ambition to achieve the excellence in providing the best customer service in the tourism industry. Huge competition seems on the airport. Strategy is to be made to offer the products at their best prices to attract the customers in the market. Marketing mix and service marketing mix both plays the major role. In order to attract more and more consumers, companies in the tourism industry follows the concept of the total tourism product. A tourism product is the package that involves all the offers related with the trip such as beverages and food, accommodation, entertainment and sightseeing. It is accountability of the company to interact with the travellers regarding on all above before travelling so that all consumers stay happy and enjoy the journey. The Airport tries to meet the consumer demands under the one roof related with either the services or products. The needs and the demands of all groups of all ages are taken care of by the company at the Airport. Every employee of the Airport aim is to satisfy the consumer needs and treat him like a King.
An organization uses the various methods of promotion for interaction such as advertising, direct marketing, Sale promotion and personal selling. Promotional mix consists of all the activities that support the advertising of the product. It helps in persuading the end consumers about the services and products offer by any of the organization. It emphasis on new buyers as well as retain an existing consumers also. All the components of the promotional mix are structured in such a way that helps in generating the awareness about the products among the buyers (Kerin, Hartley, Berkowitz, Rudelius, 2006). It is important for an organization to build its image / reputation in front of consumers for increasing the sales and earning more profits. As a marketing trainee in the Sheraton Hotel in Piccadilly, I will evaluate the nature of the promotional mix and uses it in making the strategy that helps in earning more profits for the organization.
As marketing trainee in the Sheraton Hotel Piccadilly, I would use the analysis about the promotional mix for initiating the plan acts as the best suitable plan for my Hotel to promote it as it is going to launch after the promotional sales in the summers. The Sheraton Hotel will offer attractive offers in the form of hotel packages to its consumers. Here, I would like to suggest something for the Hotel to promote its sales. The marketing should take the help of the Media like Radio and newspapers to advertise their products and inform public about particular information. A personal invitation can be send to the premium customers of the Hotel. Employees of the Hotel should tell their guests at the Hotel’s reception about the promotional sales and the duration of the sale. It would compel some of the guests to come back again to avail such promotional offers. The marketing done about such promotional offers are through distribution of catalogues by the team members of the Hotel. The same should be updated on the website of the Hotel (Tsaur. C, Huang. C, 2002). I recommend that the components of the promotional mix should be used accurately to the people. These techniques help the Hotel in achieving its targets by satisfying the needs of the consumers and maximize the profits.
The above all describes about the marketing strategy of the business. Whatever the company whether the travel or hospitality it concludes that a proper strategy requires from the marketing team to enhance the sales. Customer satisfaction is the top most priority for every organization. Companies can achieve their goal by satisfying all demands of selling or marketing mix requirements. The main aim of such companies is profit maximization and customer attraction.
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