Thomas Cook.pptxVIP

Hang Li 1218284 Ge Li 1222579 Hui Wen 1219967 Shamla Beevi 1223051 Thomas Cook The external environment and analysis of Thomas Cook Introduction It was establish around 1841 by Thomas Cook and his only son John Mason one of a most prominent integrated tour operator company Six geographic segments various brands Pestle Analysis Pestle Analysis Political 1.Political stablity 2.a revenue enhancement 3. raising the fuel prices 4. single European currency Economic Factors 1.purchasing power of potential customers? 2.The currency rates 3.single of the firmest economies 4.inequalities among the counties Social Factors 1.internet shopping 2.listen radio and music more in internet 3.the demand of more fitness clubs and organic food 4.security and safety while travelling 5.Lifestyle alters Technological Factors 1.The fast increasing of the technology usage ?2.internet booking for tickets and holidays. 3.quick altering in the technological 4.Product and services distribution through internet Pestel Analysis SWOT analysis Existing percentage market share , Good reputation ,image and brand recognition High level of awareness within target market Knowledge and experience of market trends Large number of distribution channels Strengths Weaknesses Holiday Essential brand not well established and relatively low demand for the product. Confusion and lack of identification of other Thomas Cook brands e.g. JMC and holiday essentials. High volume costs High capital expenditure, i.e. marketing expenses, data processing costs and human resources Over capacity Opportunities: Chance to exploit strengths Current political and economic situation Advances in technology and cheaper access to internet Threats: Competition from main competitors: Thomson Holidays ,First choice. Economic down-turn caused by a lack in consumer confidence, Change in consumer behaviour General nature of the market and it’s trends Nature of products Perishability of produc