Case Study- Strategy Project.
European Tour Operators: confronting competition in the tourism
Industry
The tourism industry globally has increasingly become more competitive over the years with more and more people desiring to travel around the world and experience different places and cultures. This has had a profound effect on the tourism industry globally and has made the industry a multi-billion dollar endeavor. This has no doubt in recent years led to a lot of interest in the field with many investors clamoring to acquire a share of the large profits in the industry. As such, the pre-existing businesses in the industry have had to deal with a lot of new competition and more aggressive competition from their usual competitors. This paper focuses on TUI travel PLC as a major player in the tourism industry notably in Europe. With the thriving of the tourism industry globally TUI travel PLC has been one of the major industry players that has encounters a lot of competition from existing and new players in the industry. This case study explores the mitigation strategy TUI travel PLC might employ against the new-found levels of competition in the industry.
TUI travel PLC
TUI Travel Plc is no doubt one of the leading leisure travel companies in the world. The company has expanded his businesses all over the world and it has a reach of over 180 countries around the world. This affords the company the luxury of over thirty million customers and has a huge global human resource base. Furthermore TUI Travel PLC owns and runs its owns airline company to cater for all its travel needs. The company mainly arranges trips and adventures and various holiday retreats around the world, branding each of them differently and pricing them as such. The company has been branded as one of the world’s leading provider of specially branded travel experiences and destination travels.
The company operates over one hundred activity brands all over the world and that offer their customers a wide range of travel experiences including adventure, sport and luxury experiences. TUI travel PLC has amassed a great amount of wealth in through its business ventures and an equal amount of respect among industry players and competitors. The company has also invested in various accommodation packages so as to expand its investment portfolio and be able to draw profits from its huge customer pool.TUI travel PLC has also tapped in to foreign markets far and wide and has capitalized on the major market suppliers such as Russia, Brazil, India and China. The company caters to tour operators, cooperate clients as well as individual clients world-wide (TUI Travel Plc 2012).
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