During meeting he recommended that to carry the temperance supporters of meeting for around four weeks a train can be arranges from Leicester to Loughborough and his proposal was accepted. Next summers the number of trips increased and in this way the business of Thomas Cook expanded. Today, the company is having various brands which are all operating under the umbrella of Thomas Cook. The aim of this report is to conduct a strategic analysis of Thomas Cook in UK. Through PESTLE, Porter Five Forces, BCG Matrix, Industry Analysis, SWOT Analysis, internal analysis and strategic fit analysis, the strategic position of the company has been analysed in the UK market.
In 1980s cheap package holidays in the UK stimulated UK holiday industry however, a significant impact on UK mass market holiday business results in fall in guests because of which the ways through which UK holidays were marketed were also changed (Potters). The types of demand pattern prominent in the UK package holiday industry have been highlighted by a survey report. According to the report, in terms of trip preferences, 71 percent respondents had booked up to 5 holidays in 2008 and 4 percent booked up more than five trips; for short haul trips 42 percent booked package deals and for long haul 20 percent choose package deals and in the UK 18 percent chose packaged trips and 29 percent selected bespoke getaways (RightNow, 2009).
Today various large and small companies are operating in Holiday package industry however; in 1999 four dominant leaders include Thomson, Airtours, First Choice and Thomas Cook. The authorities in the UK and Europe were continuously challenging the dominance of these companies because these companies were controlling distribution chain and accounted 78 percent of package holidays (Keynote Publications Ltd, 1999). Although these companies are still very dominant in the market and various new names have entered