The of Tui - Case Study Example

The report reveals its marketing strategy and describes how and why TUI has to change its plans and strategy under different changing environments. The study also reveals a general picture of company’s profile, history and achievements in all facets of tourism industry. The research is based on online data, excerpts from interviews and Company’s annual reports from 2004 to 2008. Touristik Union International abbreviated as TUI is a German based company with headquarters in Hanover. By name Preussag AG, the company remained involved in transportation and industrial business for many years.

During mid-1990s the company adopted growth corporate strategy and introduced itself as a tourism and shipping company. Preussag AG sold off many of its industrial assets to beneficially purchase several travel and transportation firms. The structure of the group Preussag was renamed to Hapag Touristik Union (HTU) which in the year 2000 was transformed into TUI Group. Today TUI is the largest and leading tourism and shipping organization of the world, operationally active mainly in Central, Northern and Western Europe while it also has networks across Europe.

The inventory of TUI is decorated with hotels, restaurants, retail stores, container ships, travel agencies and airlines. TUI AG Airline, having 7 common brand TUIfly airlines, is the largest holiday fleet in Europe. TUI is also the largest shipping company of the world. The company is strongly adhering to persevere with its position as world’s No. 1 tourism organization in all aspects along with a customer oriented vision. TUI as well as its affiliates like Thompson Travels, Portland Direct, Lunn Poly, and Skydeals are accredited as most trusted and professional organizations throughout the Europe.

The company approximately consists of: At present, TUI has 43.3% shares in Hapag-Lloyd AG. During the fiscal year 2008, TUI’s had revenue about €759 million. On 31 December, 2008 the company and had 70,200