This document summarizes information about TUI Group, a large tourism company headquartered in Germany. TUI Group owns travel agencies, hotels, airlines, and other tourism-related businesses. It was originally formed from metalworking and shipping companies in the 1990s. The company has pursued a strategy of vertical integration by partnering with hotels and airlines, and horizontal integration through acquisitions of other tour operators in Europe. Its goals are to extend its market reach and attract more customers to generate additional revenue. The company faces challenges from issues like terrorism and natural disasters that impact tourism.

1. Anna Cuzon
Marine D’Aguanno
Eugénie Jougleux
Jean Damien Prieur Wirz
MBA 1B
International Business Development
Mrs Orian

2. Presentation
 A very important group with a strong presence in the tourism industry.
 Headquarters is in Germany Tourism travel group presents in
 Competitors biggest rival
 Own travel agencies, hotel, airlines company, OTA
 In stake of various companies in different industries
 CEO
Friedrich Joussen,
Former CEO
Michael Frenzell
 First => Metalworking industry called Preusag and Shipping industry; then => in the 90’s
Tourism travel group

3. Key Success Factors
 Analyze the customer’s behaviour, distinctive stratgy
=>Create target packages to answer to their needs and wants (american treks…)
 Vertical Integration : Partnerships with hotels airline companies, travel agencies, for instance
businness of 248 hotels in Europe => boost the profit per passenger.
 The Buybacks tie to the tourism industry

Goal: Extend the market, attract customers

Results: Gain revenue, Show their presence
 Horizontal Integration : Purchase of Thomson and other tour operators in Europe.

4. Key Success Factors
Needs and Wants
 Being targeted and understood by the company
 Want creation innovation and originality face to the product or service suggested
 That’s why they want the company differentiate there clients ( creation of disitinctive
packages)
 Want to have personalized packages
 Want to be and have flexibility ( not oblige to do or buy something)

5. •Try to differenciate from
mass-market strategy
•Searching growth and
higher margins by cutting
links to non-profitable
business
•Adding tour operators from
countries not touch by such
problems : always an offer to
make.
•Try to taylor more specific
packages
•Optimising the horizontal
integration
•Keep benefitting from the
new strategy
•achieving business
excellence and restructuring
underperforming business
units,
•optimising the vertical
integration of the Group,
STRATEGY
•Customer are changing
CHALLENGES
ISSUES
•Terrosism, wars, natural
disasters
•Adding tour operators from
France Belgium The
netherlands and
Scandinavia
•Developp Honeymooners,
art lovers, explorers
packages
•Buy Thomson and others tour
operators/Travel agencies.
•Differenciate from Thomas
Cook and adapt to tailored
holydays market
•Sell the 22% of HapagLloyd’s stake : containers
fleet.
•Buy more hotels, partnerships
with airlines companies