Thomas Cook Airlines SWOT Analysis, Competitors, STP & USP

Published by MBA Skool Team, Last Updated: April 12, 2020

SWOT analysis of Thomas Cook Airlines analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Thomas Cook Airlines SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Thomas Cook Airlines to benchmark its business & performance as compared to the competitors and industry. Thomas Cook Airlines is one of the leading brands in the airlines sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Thomas Cook Airlines competitors and includes Thomas Cook Airlines target market, segmentation, positioning & Unique Selling Proposition (USP).

Thomas Cook Airlines SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Thomas Cook Airlines Brand Analysis
Parent Company

Thomas Cook Group





Tagline/ Slogan

Let’s go!


Specialization in providing family package holidays.

Thomas Cook Airlines STP
Thomas Cook Airlines Segmentation

Leisure and holiday travelers.

Thomas Cook Airlines Target Market

Families seeking to go on vacations during holidays, mostly Europe based

Thomas Cook Airlines Positioning

Value for money and great in-flight experience

Thomas Cook Airlines SWOT Analysis
Thomas Cook Airlines Strengths

Below are the Strengths in the SWOT Analysis of Thomas Cook Airlines:

1. Oldest travel company in the UK
2. Vertically integrated company operating in hotel and travel agency markets as well
3. Experienced business units

4. Customization and flexibility features are available for designing holiday packages as per needs of individuals

5. Nearly 100 destinations covered catering to nearly 7 million customers

Thomas Cook Airlines Weaknesses

Here are the weaknesses in the Thomas Cook Airlines SWOT Analysis:

1. Persisting long-term debt making it more susceptible to market fluctuations
2. Continued growth of competition means limited market share

Thomas Cook Airlines Opportunities

Following are the Opportunities in Thomas Cook Airlines SWOT Analysis:

1. Online booking for combined tour packages
2. Growing demand worldwide
3. Recent quarter earnings show positive financial turnaround possible with cost saving initiatives

Thomas Cook Airlines Threats

The threats in the SWOT Analysis of Thomas Cook Airlines are as mentioned:

1. Eurozone economic uncertainty
2. Lower profitability
3. Growing competition from low-cost carriers

Thomas Cook Airlines Competition

Below are the top 3 Thomas Cook Airlines competitors:

1. British Airways Limited
2. Virgin Atlantic
3. Titan Airways


This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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