Strategic Management

Strategic Management

Executive Summary

Thomas Cook Group plc is a British global travel company that listed on London Stock Exchange. Organization growth has been fuelled through the good strategies that have been significant in making investment for the future growth to enhance the core mission of business, independent travels, financial services and other business opportunities through mergers, partnerships and acquisitions. Focus of this paper on generic business strategies that include differentiation strategies, leadership strategies in organization culture, differentiation focus and low cost focus strategies. While assessing these strategies into the environmental context, paper takes in to account of PESTEL analysis. This paper also critically evaluates the strategies that based on the industrial competition in order to briefly explain main issues.

Executive Summary2

Introduction3

External Analysis4

Industry External Analysis4

Political5

Economical5

Social6

Technology6

Legal Analysis7

Environmental7

Internal Analysis7

Financial Strengths7

Blue Ocean Canvas Strategy8

Market Position8

Recommendations9

Value chain Analysis9

Operations9

Sales and Marketing10

Service10

Conclusion11

Strategic Management

Introduction

Thomas Cook Group plc is a British company of global travels that is listed as a public limited company at the London stock exchange. The company emerged in 2007 after the merger of Thomas Cook AG and My travel group plc. It is headquartered at Peterborough, UK. Thomas Cook Group plc along with its affiliates and subsidiaries, offers a wide range of tourism and travelling services through a network of over 3500 over franchised stores all over the world. Group owns a number of tour operators and operates more than 100 aircraft in 21 countries all over the globe inclusive United Kingdom, United States, Germany, France, India, Egypt, Canada, France and other countries (Walton, 2010). Principal brands of company include Thomas Cook, Condor, Neckermann, Suns quest, Ving and Direct holidays. Thomas Cook Group growth has been driven by its ardent strategies that focus on enhancing its core mainstream business and future growth in a travel related financial services through partnership, mergers and acquisition. Thomas Cook Group aims to satisfy customer needs, by ensuring that their services meet expectations of every client, approaching them to obtain their travel services.

At the same time, company heavily focuses to deliver excellent long terms value to investors. The organization originally developed in year 2007 which was structured to deliver based on the organization vision and gradually upgrade to suit changes for dynamic market. Furthermore, organization strategy is also exceptional of people and the value that they share of people. Through team work, organization also works towards delivering strategy for organization growth to key drivers. The effective strategy for organisation manager is niche market that attracted new customers play a key role in its growth where he take experienced from skilled human resource to assist the organization to developed new product that suitable in the contemporary age that governed by the information technology (www.thisismoney.co.uk).

External Analysis

Industry External Analysis

PESTEL analysis represents an analysis of the forces that are present in an organizations external environment. It includes Political, Economical, Social, Technological, Environmental and Legal analysis. The framework of PESTEL analysis helps the manager to understand the forces affects externally and also the key drivers of change that ...