The organization has 30 numbers of brands in the United Kingdom but is looking towards culling that down. Hence, the strategy of the organization is now focused towards branding itself with a new tagline and new logo (Doyle2007). This will result in the creation of a new organizational structure. The new strategy of branding has been outlined as well and this will help the business organization to transform its structure by unification (Ahwere 2012). This is an appropriate strategy and hence, must not be changed as with the help of this strategy the organization will be having a unified and new brand that will be capturing the essence of the organization.
The current structure of the organization is focused towards the inspiration of personal journeys for their base of customers. The organization has transformed its structure that involves a number of different phases (Ingle2008). The organization has transformed towards the improvement of better and unique model of business and has been delivering a number of significant milestones (Farrell 2014). The organization has successfully been building its digital and online presence in the market for the future context.
A differentiated and new portfolio of product has been developed by the organization for inspiring the personal journeys and tours of the customer. Quality is being assured for the sake of the customers.
With the current structure of business in Thomas Cook, a methodology has been made available for further professionalizing the business. There is clarity in the strategy for the initiation of growth with appropriate profitability and has availed the momentum to deliver the targets being set (Chisholm2010). The current structure of the organization is highly appropriate. 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 well reflecting the values in an appropriate manner. Hence, the structure must be supported with a strategy that is high- touch and high- tech across each and every touch points of the customers (Coleman 2008). Hence, if the brands are unified, it will simplify the process for the customers for understanding the complete strength along with the end to end value of the whole organization.