This report is on "business strategy analysis of TUI Group". The present study is based on TUI Group which is known as an Anglo-German travel & tourism company having headquartered in Hannover Germany. The given report will focus on the objectives, mission, vision, goals, and priorities of selected business along with conducting SWOT & PESTLE analysis. It will also include different factors which impact on business and effectiveness of the selected business organization. In the context of TUI Group, they have certain objectives, missions, and priorities in terms of completing them by providing proper services for people.