Thomas Cook SWOT Analysis, Competitors, STP & USP

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

SWOT analysis of Thomas Cook analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Thomas Cook 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 to benchmark its business & performance as compared to the competitors and industry. Thomas Cook is one of the leading brands in the tourism and hospitality sector.

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

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

Thomas Cook Group plc


Travel Agency


Tourism and Hospitality

Tagline/ Slogan

Let’s Go


One stop solution for all travel issues

Thomas Cook STP
Thomas Cook Segmentation

Frequent Travelers

Thomas Cook Target Market

People from 18years to late sixties looking to travel places

Thomas Cook Positioning

All inclusive holidays

Thomas Cook SWOT Analysis
Thomas Cook Strengths

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

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

Thomas Cook Weaknesses

Here are the weaknesses in the Thomas Cook SWOT Analysis:

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

Thomas Cook Opportunities

Following are the Opportunities in Thomas Cook SWOT Analysis:

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

Thomas Cook Threats

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

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

Thomas Cook Competition

Below are the top 4 Thomas Cook competitors:

1. Emirates
2.Tui travel

4. Cox and Kings

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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