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case study

Thomas Cook

SWOT analysis

Ian Marcousé analyses the travel operator’s strengths, weaknesses, opportunities and threats

Although it invented the package holiday more than 170 years ago, the modern version of Thomas Cook can be traced back to 2007. Since then it has absorbed 460 high street Cooperative Travel stores — just as the travel market went increasingly digital.

In late November 2018 Thomas Cook announced its second profit warning in as many months, blaming the hot summer weather. In mid-December, arch rival Tui Group said there were no problems with the UK’s hot summer, leaving Thomas Cook isolated.

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Amazon stakeholder mapping

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Business size: is it time for a new classification?

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