Thomas Cook SWOT Analysis, USP & Competitors

Posted in Tourism and Hospitality, Total Reads: 1454
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SWOT Analysis of Thomas Cook with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Thomas Cook

Parent Company

Thomas Cook Group plc

Category

Travel Agency

Sector

Tourism

Tagline/ Slogan

Let’s Go

USP

One stop solution for all travel issues

STP

Segment

Frequent Travelers

Target Group

People from 18years to late sixties looking to travel places

Positioning

All inclusive holidays

SWOT Analysis

Strengths

1. One of the largest travel company in Europe and UK
2. Provides affordable and accessible holidays to people 
3. Global presence with services like Package holidays, flights, hotels, resorts etc
4. Increased Brand presence worldwide due to association with last Olympics

5. Close to 20,000+ employees with the company

6. Strong brand presence due to TVCs, online and print ads, and OOH hoardings

7. Sponsorship of many events and sports teams has increased the brand presence

Weaknesses

1. Allegedly refused to pay statutory EU compensation to customers
2.Intense competition means limited brand presence

Opportunities

1. To become the largest travel company in Europe and UK
2.To boost their share prices by expanding business 
3.To digitalize there operations for better penetration

Threats

1. Uncertainty in the airline sector
2.Price wars can reduce market share 
3.Increase in liabilities due to unpaid compensations

Competition

Competitors

1. Emirates
2.Tui travel
3.Virgin

4. Cox and Kings



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