CIM PROFESSIONAL DIPLOMA IN MARKETING
DELIVERING CUSTOMER VALUE THROUGH MARKETING
CASE STUDY: THOMAS COOK
MOCK EXAM FOR THE JUNE 2015 PAPER
ALL TASKS ARE COMPULSORY
You are a marketing consultant and have been commissioned by the Thomas Cook Board to
review a number of marketing-related areas. Based on your knowledge of this unit, the case
study and your analysis, the Board has asked you to address the following tasks:
Task One
a. Assess the key factors that Thomas Cook is likely to take into consideration when
pricing its expanded City Break and Winter Sun packages.
(15 marks)
b. Develop a communications plan to support the launch of either the City Breaks or
Winter Sun packages to a target audience your choosing.
(35 marks)
(Total 50 marks)
Task Two
Analyse how Thomas Cook delivers value and service to its customers through the
application of its marketing mix.
(25 marks)
Task Three
Analyse the rationale for Thomas Cook’s channel management strategy and consider the
main issues it faces in managing its retail, online and sales centre networks.
(25 marks)
(Total 100 marks)
NOTE: Your previously prepared analysis must be included as an appendix to your answers
to the above tasks.