Thomas cook vision and mission statement

Running Head: Strategic Direction

Yazhi Zeng

915340834

STRATEGIC DIRECTION

A strategy is crucial for any organization whether big or small. For organization to succeed there is need to plan ahead. Strategy encompasses both short term and long term targets that the organization wants to achieve (Okumus, 2010). Recently, Strategic direction is becoming more important for the organizations to competition and the extensive range of products and services customers can choose from. The basis of this paper is on the hospitality firm which am interested in working for after my graduation and the curiosity of looking into its strategic plan including how it operates within the ever competitive environment.

The company am focusing on is Thomas Cook Group which operates within the travel, tourism and hospitality industry. The company owns and manages 190 own-brand hotels in 16 countries under the Casa cook, Sunwing, Sunprime, Sunconnect, Sentido, Smartlines, Aldiana brands and many others. It also operates an airline fleet of 93 aircrafts, cruise ships and resort properties. Thomas cook emphasizes on innovating and creative planning of their products and services to targeted customers. The product is served based on the evaluation of the customers’ needs and expectations.

1. Mission statement

The Group’s obsession with customer care, “customer is the king” is the rule incorporated in all its branches as the mission statement. Thomas cook is always working on the betterment of their services. They consider their customers as a first priority, taking in feedback seriously and enthusiastically solving problems the customers encounter.

2. Vision statement

To be the most loved Holiday Company

3. Values

Thomas cook has a set of five values which is shared among the employees that defines what the company stands for and its operation. These values are addressed interestingly. It said as you will be PROUD to put on your Thomas Cook Badge when these values are followed.

i. Pioneering our future: Thomas Cook inculcates an innovate environment. Encouraging improvement through learning from past mistakes and making the future most profitable venture. The employees at Cook believe not to stay stagnant

ii. Result oriented: the main driving force is attaining their goals and working for betterment

iii. Obsessed with customer care: as they mission statement states “ customer is the king” Thomas Cook ensures it maintains standards that will make the customer come back

iv. United as one team: At Thomas Cook it is about being able to communicate effectively, working as a team towards same goal and respecting each other’s opinions and ideas.

v. Driving robust decisions: the employees at Thomas Cook believe in objectivity, searching all option and coming up with the best decision.

4. Statements or program description of social responsibility

Many organizations have different definition when it comes to social responsibility. It is viewed as a good will of the company but Thomas cook has their own perspective. With an able sustainability team, the company focuses on administering and controlling the consequences of their environmental and social actions. They believe this would ensure a sustained existence of the resources which the business depends on. It has implemented a proper structure and committee: health, safety and environment committee that monitor all the operating companies, identifying any environmental risk factors, creating and implementing policies as well. It also has the CSR partners such as The travel foundation, Enable Holidays and WRAP to enhance its efficiency.

References

Thomas Cook official website, 2009. Corporate Social Responsibility Report 2009 http://sustainability2009.thomascookgroup.com/our-strategy/about-us.aspx

Okumus, F., Altinay, L., Chathoth, P., & Dawsonera. (2010). Strategic management for hospitality and tourism. Amsterdam: Butterworth-Heinemann.