The mission of the company is to perfect the personal leisure experience
The main purpose of the or business of the company is provision of leisure and airline services to its customers.
The business consists of hotels and apartments which are meant to provide leisure to the customers
The company is also engaged in wedding preparations
The main strengths of the company is the provision of leisure of activities in the tourism sector
The weaknesses of the company rest on the debts of the company because the company is experiencing a lot of debts
The company a lot of untapped market therefore it can venture into markets in other developing countries all over the world
The threats of the company revolves around the competitors who are adopting the technology at a high rater putting Thomas Cook at risk of high competition if it does not adopt the changes in technology
The audit of the company should cover booth the internal and external factors affecting this company
In the context of external factors, the audit should cover factors like economic forces like interest rates and inflation, political factors, sociocultural factors as well as changes in technology.
In relation to internal factors, the resources of the company should be covered as the value chai which consists of customers, suppliers, producers as well as wholesalers and retailers.
The company may opt for internal reconstruction by restructuring its subsidiaries as well as its procedure of operation. The company may just opt to make changes in its management.
The company may also acquire other companies in a bid to expand its operations. This will help to increase the customer base as well as area of operation.
The company may also decide to merge with other companies in order to expand its area of operation as well as gaining bargaining power in the market. This may also help reduce operation costs as well as expansion of revenues.
IDENTIFICATION OF OPTIONS
The strategic options above are evaluated in relation to acceptability and sustainability in order to determine the most suitable options .This will involve ranking the options with respect to risks attached to the options. The options depend s on whether the shareholders accept in relation to the effect the option is likely to have on their wealth.
This will involve the process in which change can be managed. The organizational structure will determine the extent of options which can be adopted. The balance score card can be used to evaluate options which can be adopted.