Thomas Cook Marketing Strategy
Strategic Marketing
(UGB335)
Marketing Strategy
Thomas Cook
Word count - 3866
Turnitin – 5%
Executive Summary This report gives information on the holiday industries background as well as the background history of Thomas Cook. In addition to this it identifies the key trends in the industry over the past few years, giving examples of destinations people were expected to visit and well as other trends such as the introduction and increase in the use of the internet. It then analyses the Marketing Strategy of Thomas Cook giving examples of their strategies they use and what influence they have on the business. It also analyses Thomas Cook’s value creation process and what they do to insure they put the customer at heart. The second section of this report gives recommendations on what marketing strategies Thomas Cook should introduce in order to meet the aims and objectives they have set themselves to achieve over the next few years. Suggestions such as what type of marketing strategies to use but also different types of marketing strategies are giving, explaining the justification and reasoning behind each suggestion.
Contents Page
1)Introduction 1
1.1 Value of the report 1
1.2 Industry Background 1
1.3 Company Background 2
2)Methodology 3
2.1 Secondary Research 3
2.2 Primary Research 4
2.3 Limitations 4
3)Hierarchy of Strategy 5
3.1 Corporate 6
3.2 Business 8
3.3 Functional 9
4)Trends in the Holiday industry 10
4.1 GDP and Inflation 10
4.2 Industry Trends 11
4.3 Internet 12
5)Thomas Cooks Marketing Strategy and Value Creation Process 12
5.1 New Logo and Slogan 13
5.2 Moving Online 13
5.3 Sponsorships 14
5.4 Value Creation 14
6)Recommended Marketing Strategies 15
6.1 SWOT 16
6.2 Aims for the upcoming years 16
6.3 Marketing Strategy 16
6.4 Online Presence 17
6.5 Social Media 18
6.6 Customer Relationship Management – Loyalty Cards 18
6.7 Service as Drama 19
7)Conclusion 20
(UGB335)
Marketing Strategy
Thomas Cook
Word count - 3866
Turnitin – 5%
Executive Summary This report gives information on the holiday industries background as well as the background history of Thomas Cook. In addition to this it identifies the key trends in the industry over the past few years, giving examples of destinations people were expected to visit and well as other trends such as the introduction and increase in the use of the internet. It then analyses the Marketing Strategy of Thomas Cook giving examples of their strategies they use and what influence they have on the business. It also analyses Thomas Cook’s value creation process and what they do to insure they put the customer at heart. The second section of this report gives recommendations on what marketing strategies Thomas Cook should introduce in order to meet the aims and objectives they have set themselves to achieve over the next few years. Suggestions such as what type of marketing strategies to use but also different types of marketing strategies are giving, explaining the justification and reasoning behind each suggestion.
Contents Page
1)Introduction 1
1.1 Value of the report 1
1.2 Industry Background 1
1.3 Company Background 2
2)Methodology 3
2.1 Secondary Research 3
2.2 Primary Research 4
2.3 Limitations 4
3)Hierarchy of Strategy 5
3.1 Corporate 6
3.2 Business 8
3.3 Functional 9
4)Trends in the Holiday industry 10
4.1 GDP and Inflation 10
4.2 Industry Trends 11
4.3 Internet 12
5)Thomas Cooks Marketing Strategy and Value Creation Process 12
5.1 New Logo and Slogan 13
5.2 Moving Online 13
5.3 Sponsorships 14
5.4 Value Creation 14
6)Recommended Marketing Strategies 15
6.1 SWOT 16
6.2 Aims for the upcoming years 16
6.3 Marketing Strategy 16
6.4 Online Presence 17
6.5 Social Media 18
6.6 Customer Relationship Management – Loyalty Cards 18
6.7 Service as Drama 19
7)Conclusion 20
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