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Thomas Cook SWOT Analysis

Published by MBA Skool Team in Tourism and Hospitality category Last Updated: July 31, 2023Read time:

Here is a detailed SWOT analysis of Thomas Cook covering strengths, weaknesses, opportunities and threats.

Thomas Cook Strengths

  1. Thomas Cook is one of the largest travel company in Europe and UK
  2. Thomas Cook provides affordable and accessible holidays to people across various global destinations
  3. The brand has a global presence with services like Package holidays, flights, hotels, resorts etc.
  4. The company has an increased brand presence worldwide due to association with events 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
  8. Chinese company Fosun International backed the brand and revived its operations

Above are the strengths in the SWOT Analysis of Thomas Cook. The strengths of Thomas Cook looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Thomas Cook Weaknesses

  1. Bankruptcy affected the business operations of the company
  2. Intense competition means limited brand growth for Thomas Cook

These were the weaknesses in the Thomas Cook SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Thomas Cook Opportunities

  1. The company can aim to become the largest travel company in Europe and UK
  2. Thomas Cook can leverage its prominent brand name to increase its business globally 
  3. The company can aim to digitalize there operations for better penetration

Above we covered the opportunities in Thomas Cook SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Read more about Thomas Cook

Thomas Cook Threats

  1. Uncertainty in the tourism & hospitality sector can affect the business operations of Thomas Cook
  2. Price wars can reduce market share and lower the margins for the company
  3. Increase in liabilities due to unpaid compensations can affect business operations

The threats in the SWOT Analysis of Thomas Cook are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Thomas Cook SWOT analysis.

About Thomas Cook

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Thomas Cook Overview
Parent Company

Fosun International


Travel Agency


Tourism and Hospitality

Tagline/ Slogan

Let’s Go


One stop solution for all travel issues

Thomas Cook STP

Frequent Travelers

Target Market

People from 18years to late sixties looking to travel places


All inclusive holidays

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. 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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