Sectorial marketing : thomas cook

Thèmes abordés

Thomas cook sectorial marketing

Résumé du document

Thomas Cook started to organize travels in 1841 in Leicester; he organized for the first time a travel for a group of 500 customers in Loughborough. The first travel agency was born. At the beginning, he was organizing outings for workers groups. This activity has grown quickly due to the development of railway: cheaper possibilities for travel.

Extraits

[...] Sectorial Marketing Alexandre Ménard Camille Bodin SUP4 Sommaire Sectorial Marketing 1 I - How has Thomas Cook made its comeback? 3 A The beginning 3 B From 1929 to C Situation Since 1977: Operational reorganization 4 II - What have been Thomas Cook's strategies? 6 A Positioning and Segmentation of the market 6 B Product management 6 C place & distribution 7 E Promotion & communication 7 I - How has Thomas Cook made its comeback? A The beginning Thomas Cook started to organize travels in 1841 in Leicester; he organized for the first time a travel for a group of 500 customers in Loughborough. [...]

[...] Finally, in 1977, the Midland Bank purchased the minority shareholding of the Trust House Forte and the Automobile Association and became the sole owner. The Midland Bank launches a new reorganization and recapitalization of Thomas Cook in aim to become more professional and profitable. They established a new type a management. C Situation Since 1977: Operational reorganization This new reorganization included a divestment of marginal activities, as the freight forwarding, and also included to move the group headquarters from London to Peterborough. [...]

[...] - The intangibility of travel products. - The variability of customer's requirement. - The changeability of public taste. - The narrowness of operating margins. - The high volume of transactions. The midland Bank decided to create a system, which permits in the first hand to anticipate, be reactive to the evolutions of the market and the real/potential needs of consumers considering the six main problems of the sector, and in the other hand to budget operations, and control the financial evolution of the firm. [...]

[...] Considering the quality recognition of its services, he became the official travel agent for many Europe's royalty and Indian princes, but the main development were the creation of retail travel shops in the most popular markets of the world. By this opportunity, he also started to distribute travel money. He invented the circular note; this was the precursor of travelers cheques. This invention became the major part of T. Cook's business. In 1900, Thomas Cook & son became the international leader of tourism. [...]

[...] Second review of key actions July: local draft plans August: draft plans reviewed September: plan finalized consolidated and submitted to board. third review of key action October: group plans submitted to Midland Bank With this type of administration of the business, the society have generates profits, and became more powerful and attractive. Between 1996 and 2001, after many fusion and acquisitions, Thomas has become the second actor of the European market of travel and the third at the international level is the year of return of the positives results, with a turnover of 8 billion II - What have been Thomas Cook's strategies? [...]