Strategy
Strategy
Strategy
Case Study | Thomas Cook Group had built in-house a platform for the distribution of excursions, attraction tickets and transfers. This was managed from its Spanish business and volumes were small. I was recruited to develop the strategy and grow the business.
Having researched the industry I understood that the competitive landscape in this market was intense and to succeed in the B2C market would require extensive marketing budget. My strategy was to target growth from the 20m+ customers that travelled every year with the Thomas Cook Group. The key deliverables of the strategy were:
- Develop one brand to be used across all channels and make it clearly aligned with the group
- Connect the platform to the selling systems of each of the international source markets so they can sell directly to their customers
- Replace third party providers used across the group with this platform
- Improve the inventory to ensure all customer requirements are met including connections to Walt Disney World and Universal Studios for the Orlando holiday market
Whilst the strategy wasn't able to be fully realised due to the collapse of the Thomas Cook Group it did deliver results. In the first 12 months I was responsible for this business area turnover grew by more than 50% to 8m €uros.
