A common threat facing tour operators and Thomas Cook is dependence on weather and perishable products. Weather conditions such as storms and heavy rain may delay flights, resulting in loss. Unoccupied plane seats or a reservation canceled at the last minute results in a loss. Penalties should be applied for last minute cancellations to discourage tourists from doing so, providing these seats to other customers at a reduced price to avoid loss. However, there will be circumstances where this cannot be overcome. Recent decades have shown that one of the most obvious threats to the market is declining demand. Statistics show that the package holiday industry is growing slowly and undemandingly. The main cause of this decline is the Internet, which offers people tailor-made vacations. Thomas Cook needs to retain its customers and ensure that they offer unique packages with affordable prices in the future. The merger of Thomas Cook and the Cooperative was followed by job cuts. This lowers employee morale and diminishes the brand. Thomas Cook's main competitor is TUI AG, which ranks first in the market. The strategies implemented by TUI pose a threat. Say no to plagiarism. Get a tailor-made essay on “Why violent video games should not be banned”?Get the original essayThomas Cook must be observant, review his own strategies, and take appropriate action if necessary. Thomas Cook also faces threats from virtual tour operators. With their low overhead, they can market more ads and sell at lower rates at the same time. The company has partnered with Expedia to address these issues, but Thomas Cook needs to increase its online presence to keep up with these competitors. Opportunities Thomas Cook has vast opportunities to explore and delve into different markets. The merger of different companies with Thomas Cook opens them up to new businesses, these companies can continue their activities to find unexplored markets and supply there. With consumers' disposable income increasing, Thomas Cook has the opportunity to expand into other countries and help consumers experience leisure travel. Independent planning can help clients plan their vacations to go to places they were initially hesitant to go to. This can be achieved by promoting cheap packages and prices so that consumers are incentivized to find out more. Unpopular destinations can be integrated into popular packages to introduce new itineraries and tours, thereby tapping into new markets and building brand and value. This increases customer reliability. Thomas Cook, being a big company, is forcing small tour operators out of business. They should ensure they fill the gaps created by small businesses. Weaknesses Although Thomas Cook is the market leader, it also has weaknesses. One of them has several brands. All these brands used to diversify the market are not effectively promoted, lack of recognition leads to confusion in the minds of consumers. It is difficult to identify which brand does what and how it speaks to the consumer. With the large number of head offices and multiple assets, Thomas Cook faces challenges in coordination and proper utilization. Separate marketing strategies should be applied to each of these brands with effective promotions. Fixed costs at Thomas Cook are.