In relation to the present business market, the global tourism and hospitality industry have been witnessed to grasp an increasing attention representing a promising growth over the past few years and it will be discussed in this paper. …
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In this regard, an effective brand positioning strategy will be formulated for the company through identifying the current scenario of the industry in the respective industry in this study. Furthermore, the report will also incorporate the roles of different stakeholder groups along with the significance of marketing audit process in Thomas Cook. 2.0. Analysing the Fundamental Structure and Goals of Thomas Cook Group Plc Thomas Cook Group Plc (TCG) is recognised as one of the renowned and most successful brands in the global tourism and hospitality industry. The organisation has been performing with a consistent growth marketing its wide range of exceptional tourism and hospitality facilities to the global clients. In relation to the business structure and strategic goals of the company, it is widely accepted that the organisation highly seeks to develop its growth through complying with its fundamental guiding principles (Thomas Cook Group Plc, 2013). The fundamental structure of TCG has been thus considerably focused on empowering customer experiences through its exceptional leisure travel facilities and practices. In this context, the business structure of the company can be regarded as one of the major and crucial parts which ensure to accomplish its desired business goals in the global tourism and hospitality industry. The business structure of TCG also tends to comply with numerous groups and individuals who are highly committed to abide by the strategic direction of the company deciphering extensive stakeholder engagement (Thomas Cook Group Plc, 2010). Fig: Board Composition structure of TCG Plc. Source: (Thomas Cook Group Plc, 2009) The major divisions in the organisational...
This essay approves that the Human Resource Management division of TCG can also be regarded as one of primary contributors which have empowered the organisation to meet its ultimate financial and operational goals. In this regard, the HRM division of the company tends to follow well-structured and specific as well as transparent principles which are likely to improve the performance of the employees and ensure to increase the ultimate productivity of the organisation. Moreover, the HRM department of the organisation comprises adequate measure throughout the organisational structure that enables the employees to continuously reinforce their capabilities.
This report makes a conclusion that TCG has been recognised as one of the major dominant and reliable tourism and hospitality organisations which intend to reinforce its performance through developing its business structure and its predetermined business goals in accordance with the external market changes. The business structure of the organisation is highly authenticated in accordance with its stipulated business objectives and goals which further indicate long term sustainability of TCG in the fiercely growing tourism and hospitality industry. In this regard, adequate significant of TCG towards the analysis and compliance of the organisational policies with the current industrial circumstances can provide adequate support to TCG in terms of increasing its efficiency of delivering exceptional tourism and hospitality packages to the global clients. In this context, the company should highly emphasise on preserving effective balance between the internal and external groups of stakeholders.
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Increasingly, collaboration between business, non-profit, health and educational agencies is being championed as a powerful strategy to achieve a vision otherwise not possible when independent entities work alone (Gajda, 2004). According to Fyall and Garrod (2005) globalization, international political and trade agreements are the main drivers for collaborative marketing in businesses.
Due to the competition within the tourism industry, the need to innovate and differentiate is key to ensuring that the businesses within the industry remain relevant in terms of maintaining competitive advantage. These components will be the basis of this paper.
One of the primary factors that warrant this justification is a close examination of the industries’ labour turnover. According to Nickson (2013, p. 17) the tourism and hospitality industries are typified by extremely “high levels of labour turnover”.
The industry broadly includes categories encompassing lodging, restaurants, theme parks, transportation and cruise line facilities among others. Its importance can also be considered with respect to the fact that the industry has major contributions to the world economy (Akaegbu, 2013).
While hospitality companies are actually therefore for the treatment of the people such as accommodation, food etc. hospitality services is also referred to as accommodation sharing, it is associated mostly with travelers and tourists staying with one another.
According to Smith (2003) "there is wide acceptance that sustainability is one of the most important issues faced by the tourism industry. This acceptance is reflected in the proliferation of publications attempting to define the principles and practice of 'sustainable tourism' and to relate them to the concerns of 'sustainable development'".
In general, there is a strong correlation between having a good economic performance and the increase in the revenue of hospitality, lodging, and tourism industry. Since there has been an increased in the market
Hence, it is worthwhile to point out the fact that increase in bargaining power of consumers has resulted in downward pressure in pricing. In addition, the demand has been relatively lower than normal because consumers have tightened their belts, thereby
human resource department must be capable of acquiring employees that add value to the company and direct them appropriately (Scarbrough and Elias, 2002). In this drastic changing business world, employee training is an important aspect that each organization should consider. It
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