The company of Thomas Cook is the parent organization of Thomas Cook Ireland and UnitedKingdom, Condor Airlines along with other such related subsidiaries until the year 2007,when there had been a merger with MyTravel Group PLC. The combination of this neworganization had been known as Thomas Cook Group PLC. This had also been listed underthe London Stock Exchange (Calder 2013). In the current era, it has been identified as one ofthe leading travel groups across the globe, with an appropriately focused strategy, a portfolioof brands leading the market, a flexible model of business, and a team of approximately31,000 individuals (Ahwere 2012). The entire group shows commitment towards theachievement of vision. The vision is to go further for making the dreams of others come true(Ingle, 2008). The organization gives huge importance to the customers and is focused ondelivering sustainability in valuing the shareholders.This essay will be discussing the product portfolios and relative profitability of theorganization in context with the current business model being used by the organization. Thisbusiness model will be interrogated by stating how the organization has been making moneyto show the interaction amongst the market of product and the market of capital. Differentframeworks will be used for describing the portfolio of the products and services beingprovided by the organization.Background of Current Architecture and OperationsThe team of management at Thomas Cook has been making robust and encouragement ofprogress is being done by the organization since recent times. This focus is being createdirrespective of the weak climate of economy and other conditions that impose challenge. Theresults of the group had been influenced by the challenging environment of trade andeconomy, but, irrespective of this, the organization has been delivering significant3improvement in the performance of cash flow and the underlying amount of profit inadjustment from the operations being conducted (Williamson 2012). The progress had beenmade by the organization due to a number of initiatives in the strategies like management ofdestination, synergies of airline and Online Travel Agent being set for all time onlinepresence.Current Business ModelThe organization of Thomas Cook is one of the leading leisure travel organizations across theglobe, with its operational activities in 17 different source markets. The core model ofbusiness is that of the operator of tour that sources components of having a holiday likeaccommodation and air travel. This is done either by the creation of value for the customersby themselves or by using the sources of third parties and procuring them, and then initiatessale in different packages or only on the basis of specific components for the customersthrough channels that are present online as well as offline (Coleman 2008). The organizationhas been enjoying top most positions in the market, in context with its revenues amongst thetraditional operators of package tourism in majority of the significantly related source marketbased in Northern parts of Europe, Germany and United Kingdom.The business of tour operator is given support by the airlines in- house. The airlines isfocused on providing services to the organization along with the third parties that includeindividual groups and other operators of tour as well (Ingle 2008). The airlines has beencontributing towards approximately 17 per cent of the gross revenue of the organization.The model of tour operations seems to be having some adaptations in local context withineach and every market, being dependent upon the level of integrating vertically amongst thechannels of distribution, tour operators and the airlines. This helps in linking the businessproducts or services with the business market. In the market of Belgium, Northern part of4Europe and United Kingdom, the model of business is that of vertically integrating the touroperators as well that is largely based on the utilization of their own business of airlines. Thedistribution of product is controlled by the call centers, websites and retail outlets. In themarket of Germany, however, a significant ratio of the requirements of air capacity beingsourced by the Condor Airline of Germany. The distribution of majority of the travel servicesand products is done by the travel agents who are third parties (Ahwere 2012). In the marketsof source, where the operations are not conducted by the airlines, all of the requirement of aircapacity are being sourced from different third parties, and in general, there is lower degreeof distribution being controlled, in comparison with the markets of vertical integration.(Fig: Product Life Cycle of Thomas Cook’s Product)(Source: Ahwere 2012)Effect of Business Strategy on the Business StructureOver the past few months, the organization has been making significant progress in thetransformation their business. The organization has now been identified as being strongerhaving the ability of overcoming pressures at external level like Egypt (Coleman 2008). Theorganization has been successful in being diversified with an online revenue of 3 billionEuros by increasing flexibility in their strategies.5The efforts of the strategies are focused towards the reinvention of itself as an agent of travelin the retailer of travel. There is an essence in the efforts of reinvention that is theorganization is not willing to sell products of third party, and change its focus of being themiddle agent (Williamson 2012). The organization has been showing willingness towards thecreation of products under their own brands, by exclusively building those and becoming aretailer.The organization has 30 number of brands in the United Kingdom but is looking towardsculling that down. Hence, the strategy of the organization is now focused towards brandingitself with a new tagline and new logo (Doyle 2007). This will result in the creation of a neworganizational structure. The new strategy of branding has been outlined as well and this willhelp the business organization to transform its structure by unification (Ahwere 2012). This isan appropriate strategy and hence, must not be changed as with the help of this strategy theorganization will be having a unified and new brand that will be capturing the essence of theorganization.Appropriateness of Organization StructureThe current structure of the organization is focused towards the inspiration of personaljourneys for their base of customers. The organization has transformed its structure thatinvolves a number of different phases (Ingle 2008). The organization has transformedtowards the improvement of better and unique model of business and has been delivering anumber of significant milestones (Farrell 2014). The organization has successfully beenbuilding its digital and online presence in the market for the future context.A differentiated and new portfolio of product have been developed by the organization forinspiring the personal journeys and tours of the customer. Quality is being assured for thesake of the customers.6With the current structure of business in Thomas Cook, a methodology has been madeavailable for further professionalizing the business. There is clarity in the strategy for theinitiation of growth with appropriate profitability and has availed the momentum to deliverthe targets being set (Chisholm 2010). The current structure of the organization is highlyappropriate. However, there is an increased need for translating its essence in a better way.The promise must be made to each and every stakeholder and for the customers as wellreflecting the values in an appropriate manner. Hence, the structure must be supported with astrategy that is high- touch and high- tech across each and every touch points of thecustomers (Coleman 2008). Hence, if the brands are unified, it will simplify the process forthe customers for understanding the complete strength along with the end to end value of thewhole organization.Impact of Technology on the Business ModelThe evolution of technology has resulted in transforming the business structures and modelsof organizations in the travel industry. This evolution has been increasing the rate ofprofitability for the organizations (Jobber 2007). Turning around the organization with aradical trend in technology had resulted in overhauling a number of great challenges withinthe business processes and structures of the organization. Since recent times, the organizationhas been taken over by the organization of Germany which had been less than happy with thefigures of performance. The program of transformation involved three different stages (Ingle2008). The first was focused on restructuring and reducing the cost. The second phase isfocused on the enhancement of performance that is still under its way. The third stage isrelated to the initiation of growth.Product Market Conditions and Strategies of Thomas Cook7Thomas Cook has been weathering the general slowdown within the market of travelling dueto the planning of future and innovations of products for targeting the niche markets (Kim2006). The organization has been showing hope towards sustainability in growth by creatinga focus on these products of niche market, and promotion of them within the markets beingtargeted (Williamson 2012). When there are challenges faced in the market, the challengescan be used as significant opportunities.Niche SegmentsAs stated by Menon, Thomas Cook has been focusing to roll out the products for each andevery segment being targeted. There have been a launch of a number of different packagesfor the convenience of the customers being targeted. Therefore, the organization should beoffering a number of different experiential itineraries for this particular segment that includethe capitals of stay in party related to the global industry (Weiermair 2003). Glacier andalpine trekking, and fissure snorkeling. Learn and travel had been another significant productthat had been tailormade for the population of youth, specifically students of university orschools (Mae 2011). The interaction of the product with the market is being done with theexperiences of learning. These newly developed product will be launching differentitineraries for travelers who are women, for luring the niche segments for inspiring them.Travel Products for the Audience of RegionAnother extremely important story of success in Thomas Cook is the introduction of tailormade itineraries for the markets based on different regions. These had been itineraries for thesuccess and its fast speed. The launch had been made with the help of the sponsorship beingpresented by actors, actresses and models from different cinematic industries (Ahwere 2012).The tour managers who spoke to the languages of region, getting prints of brochures in thelanguages of different regions, and these products also served cuisines of different regionsbeing involved in the trips (Ramaseshan 2004). It has been found that if the brands are8unified, it will simplify the process for the customers for understanding the complete strengthalong with the end to end value of the whole organization.Advantage of Thomas CookIn the initiative of uniqueness, the organization of Thomas Cook has started the company forthe management of destination conducting operations for the continent Europe. In thisinitiative contract has been made with a number of hotels with different ranges for theinitiation of different options in the place of market (Armstrong 2009). This will help insimplifying the efforts being put in by customers for looking for what they want and whatwill give the best return on their investment.Other VerticalsThe organization of Thomas Cook had previously not been a player in the sector of banking.However, a new launch has been made by the organization for improving the convenience ofthe base of customers. With high degree of security and features for the switchover ofcurrency, this is the card for making prepaid payments for the services and products beingprovided to them (Ingle 2008). This has been a favorable act for a number of customersacross the globe and this has resulted in improving the level of satisfaction amongst majorityof the organizations. The organization has been leveraging their online space for theempowerment of customer and giving them an option of purchasing foreign exchange,packages, and online mode of prepaid cards.The department of management at Thomas Cook should be focused on endeavoring theeffective interrelation with the involvement of employees at each and every related level ofthe business organization for sharing of information with highest potentiality in order tomaintain pertinence in the changes being involved in the policies and strategy of the businessorganization (Williamson 2012). The carrying out of communication and interrelation should9be done by the department of management as well as the physical and web sphere withrespect to electronic mails, online chat, and the ways to circulate the internal magazines in aneffective manner. The organization of Thomas Cook seems to be working on the basis ofintegrated model of business. However, the application of this model must be done by theincorporation of design for packaged tours and individual tours and should also be providingassistance to the customers with respect to insuring and financing their activities of tour andtourism. In the similar manner, the business organization should work to gain enhancement inthe base of customer by carrying out the business operations through the sources of retail.Conclusion and RecommendationsConsidering the internal analysis of the business organization, it is important for reflectingthe engagement of employees within the organization. The engagement of employees shouldbe done in a manner where there is involvement of people in alignment with the relatedactivities and showing concern towards the culture inherited and the values being followed bythe business organization. Therefore, it can be stated that the engagement of employees isshowing high consciousness towards values and culture of the organization. As a significantpoint of recommendation, it can be stated that it is extremely important for the effectiveachievement of objectives and goals set by the business organization (Williamson 2012). Thisenhancement will contribute in bringing enhancement in the degree of relatedness that hisheld by the employers in front of the groups of employees. Hence, it can be stated that all ofthese recommendations will help the organization of Thomas Cook for being more successfulat a significant rate and in a better way in alignment with the needs of the industry as wellDrawing together with the capabilities of the technology, the organization must be focused onbringing consistency in the platform that will help to extend the dynamic packagingcapabilities of the group (Scuffham 2009). There is a need for bringing assistance in yielding10the management, and creating a multiple channel, unified and seamless experience of thecustomers while interacting with the organization through the products and services beingpresented by them. Hence, the organization must show consideration towards making largerinvestment within the market of technology (Williamson 2012). This will definitely result inproving better systems and capabilities that already involve existence within the organizationand extending these all across the globe. In the overall context, it can be stated that theorganization has more scope for aligning the business strategies with the generation ofprofits. This will definitely result in boosting the success of the organization in the industry oftravel and tourism and amongst the customers.ReferencesAhwere, B. J. 2012. Custom Text: Strategic Management Accounting (MN3345). SecondEdition. London: McGraw-Hill.Armstrong, G. 2009. Principles of marketing. 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