TASK 2 (2.1, 2.2 and 2.3 and M3, D1, D2) You still work as an Assistant Marketing Manager for the same tour operator Thomas Cook. You have been asked to create a management report in relation to the summer 2018 holidays to Morocco and Egypt which addresses the following. LO 2. Understand the role of marketing as a management tool in travel and tourism P2.1- Analyse the importance of strategic marketing planning for a selected travel and tourism business (Thomas Cook) or tourist destination (either Morocco/Egypt). P2.2- Discuss the relevance of marketing research and market information to managers in the travel and tourism sector with reference to Thomas Cook Group. P2.3 – Assess the influence of marketing on society. MARKETING REPORT STRUCTURE Title Page: Course name/code, module name/code, author name, deadline, title of report Table of contents Introduction……………………………………………………Page 1 Executive summary: Why you are writing the report In my role of Assistant Marketing Manager at Thomas Cook…. (use the scenario) 1.0 Introduction (200-400 words) – Define strategic marketing planning (week 3 a.m.): Definitions… – Strategic marketing planning is… “ designed to link an organisations’ goals and resources to its marketing opportunities…making the best use of resources.” (BTEC, 2011: 402) – A strategic marketing plan includes / involves: Marketing Planning Process – diagram (week 3: am) 2.1 Importance of strategic marketing planning (300-500 words) Analyse: why do companies have a plan “adapting the firm to take advantage of opportunities in a constantly changing environment” (Kotler et al, 2016: 101) – why is it important: everyone follows same philosophy… + theories – the importance for a tour operator / destination: reasons: – capacity, sales-offer destination next year?, what can they offer to consumers (SWOT/BCG/PORTERS 5 FORCES, mapping: products against competitors) models to internally + externally analyse 2.2 Relevance of market research/information to managers in the T&T sector (300-500 words) Discuss: – why is marketing information important in tourism? it provides information about: – customer satisfaction – popularity of destinations – which destinations to offer holidays to – how they can improve products-services… 2.3 Assess the influence of marketing on society (300-500 words) Introduce: How marketing influences society – Increases public awareness – Consumer protection: Increasing Social Responsibility, Growth of Consumerism, Government regulations What is societal marketing?