Human Resource Management Essay - Thomson Airways

Added on - 21 Jul 2020

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TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1Background.................................................................................................................................1Competitive analysis of Thomson Airways................................................................................1Comparison with major competitors...........................................................................................4Competitive advantages of the company....................................................................................5Position of Thomson Airways in different period.......................................................................5Strategies used by company is keeping good position in front of competitors...........................6CONCLUSION................................................................................................................................7REFERENCES................................................................................................................................8ILLUSTRATION INDEXIllustration 1: Porter's Five Force analysis.......................................................................................2
INTRODUCTIONIn the present scenario, aviation industry has seen continuous growth in past 25 years.This sector has become a significant component of current lifestyle. There are numerous airlinesthat are presently working in this sector. In order to attain the growth and business objectives,these entities are highly dependent on some crucial tools such as market research, marketing mix,human resource management, supply chain, brand value, marketing, etc. (Dziedzic andWarnock-Smith, 2016).These techniques help in the formation of effective strategies to achievecompetitive advantage. In the present report, research is conducted for Thomson Airways.Different factors that put their impact upon organisation will be studied with the help of Porter'sFive Forces Model. In addition to this, the major competitor of firm will be analysed. Further, thestrategies used by Thomson Airways against its competitor will be identified.BackgroundThomson Airways is an international airline company that was founded in 1962 which isheadquartered in Luton. This long span of time in the sector has provided a range of benefits tothe firm such as reputation, brand image, strong competitors, etc. The market share of entity is5.3% with total revenue in 2016 as £1,920,411 (British) by carrying 10,942,651 passengers.Besides this, number of people employed in the firm are 16,000 (About Thomson Airways,2017).Main motive of this organisation is to bring smile on the faces of customers with theirservices. Aviation industry being a widespread sector, there are so many competitors ofThomson Airways such as easyJet, British Airways, Jet2.com, Lufthansa, etc. All of thesecompanies are performing well in meeting their business objective. These airlines use differentmethods to target the consumers. In context to Thomson Airways, the entity emphasises onproviding quality services to increase their sales. They aim on rendering a life-time experience tothe customers. The airline group thus wishes to provide comfortable travelling to targetcustomers. In addition to this, the holiday packages of entity are effective and influence thelarger population to avail their services and enjoy them.Competitive analysis of Thomson AirwaysThe marketing depends on several factors and competitors are major among them.Forgetting desired business objective, it is required to identify the strengths and weaknesses of keyrivals so that benefits can be gained. In order to gain a competitive advantage, it is necessary for1
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