Strategic Human Resource Management Report: Thomas Cook Analysis

This report provides a comprehensive analysis of strategic human resource management (SHRM) within Thomas Cook, a prominent company in the travel and tourism industry. It begins with an introduction to SHRM and its significance, particularly in a rapidly evolving industry. The report then explores current trends and developments influencing HR strategies, such as flexibility, talent and skillset management, diversity and inclusion, and risk factor determination. It also examines the external and internal factors impacting HR strategies, including competitive skills, complex structures, organizational changes, and vision/mission adjustments. The report delves into relevant theories and concepts, including Herzberg's Content Theory and Vroom's Expectancy Theory, and their application in the context of Thomas Cook. Furthermore, it analyzes change management models, specifically the Lewin change model, to support HR strategy implementation. The report also focuses on HR outcomes monitoring and measurement, along with an evaluation of effective HR management and development strategies for sustainable performance growth. The conclusion summarizes the key findings and implications for Thomas Cook's SHRM practices.

Strategic Human
Resource
Management

TABLE OF CONTENT
INTRODUCTION...............................................................................................................2
LO1....................................................................................................................................3
P1 Current trends and developments influencing HR strategy......................................3
P2 External and internal factors influencing HR strategies............................................5
LO2....................................................................................................................................6
P3 Theories and concepts relating to growth and development of strategic HRM........6
LO3....................................................................................................................................8
P4 Change management models supporting HR strategy............................................8
LO4..................................................................................................................................10
P5 HR outcomes monitoring and measuring:..............................................................10
P6 Evaluation of effective HR management and development for supporting
sustainable performance growth objectives.................................................................11
CONCLUSION.................................................................................................................13
REFRENCES...................................................................................................................14

INTRODUCTION
Strategic human resource management can be understood as one of the best
fundamental aspect which builds on wider professional parameters highly important for
employing talented skilled employees within company business management and
developing practices which keeps on retaining them for longer working hemisphere.
Travel and tourism industry is widely going under high transformation factors where
consumers are highly looking upon wide functional standards in all services gained as
per innovative demands. Thomas cook and travels is one of the most known company
within travel and hospitality industry having wide operations gained as per stronger
synergy of innovation where brand aims to employ best skilled employees who hold
expertise with changing business parameters (Lengnick-Hall,Neely and Bonner, 2019).
Report explains the current key trends within external and internal factors influencing
HR strategies At Thomas and cook company along with explanation of various theories
and concepts pertaining onto growth and development within strategic HR practices.
Report also further explains change management models functioning, monitoring of
various activities and evaluation of how HR development strategies are made for
focusing onto sustainable performance growth objectives.
LO1
P1 Current trends and developments influencing HR strategy
There are various current trends and developments influencing the HR strategy
at Thomas Cook company which focuses to bring on wider segments of change within
business paradigms through which new performance standards can be attained and
also with higher potential serving factors for gaining consumer goodwill. Thomas cook
company as per varied changing trends globally within HR strategies have to look upon
factors which are as follows:

 Flexibility: Employees look upon having high flexible working conditions and use
of flexible time factor for reaching, where competitive factors and practices within
companies HR strategies are focused to pertain onto providing flexible work
conditions. There has been rapid rise among employee’s expertise skills and
stronger services management when company provides flexible working
parameters as they are not only able to work with higher advancement and
stronger expertise but also employee’s strength is fundamentally increased within
retaining percentage for long term (Stokes and et.al 2019). Talent and skillsets: Employees skills and talents should be highly adaptive and
professional with changing viable demands within hospitality and tourism
departments where customers look upon having best services. Thomas Cook HR
strategies should focus upon employing best talented skilled employees and also
further train them for gaining wider results and stronger synergy of innovation
among all operations through which company goodwill, profitability among
services are increased. Employees skills need to be fundamentally explored by
leaders to train them with latest determinants and paradigms through which
motivation is inbuilt along with strong innovative vision. Inclusion of diversity: Diversity is highly increasing as one of the most rapidly
developing g factor among HR strategies which focuses on bringing employees
from global platforms and also to pertain onto strengthening their skills with
higher expertise and functional innovation (Bogićević-Milikić, 2019). Diversity is
developed among employees when inclusion is performed with continuous
vision, new factors of strengthened profitability paradigms which enable to gain
strength among employee skills and rational outputs for best leverage
potentialities. Diversity is developed as best factor within business levels when
employees are highly experienced and talented having knowledge form all
diverse fields pertaining onto rational functional levels with which better yield of
services can be further developed.
 Determination of risk factors: The employees retaining percentage is highly
important for gaining analysis how much turnover is currently within company
levels through which wider vision of efficiency is inbuilt among working levels.

The determination of risk factors such as appropriate motivation levels,
performance capability and skill sets along with potential working segments are
highly important for gaining strength within their performance levels. Elimination
of various risk factors are functionally prospectively important for improving their
working standards through which Thomas cook will be able to build diverse
employees strengths for long term period.
P2 External and internal factors influencing HR strategies
The external factors which may influence HR strategies at Thomas Cook
company are as follows (Oppel, Winter and Schreyögg, 2019).
External factors:
Higher demand for competitive skills within hospitality industry: The competitive
skills are highly professionally gaining wide scope and emerging as one of the biggest
factor for gaining on higher expertise and larger efficiency through which keen synergy
of competitive goodwill is built. Talents are highly gaining wide scope among employees
where Thomas cook company HR strategies should focus onto gaining higher strength
among skills and development parameters of all employees through which customers
are delivered best services which will enhance goodwill and profitability factors highly.
Higher complex structure within competitive companies: Externally the complex
competitive structure among tourism and hospitality industry has been widely gaining
large scope where companies focus on building strong diversity and functional ethics
among employee’s skills through which new synergy is focused. External structure
works with targets and strong fundamental development approaches with which
employees can function with utmost efficiency and broader vision for gaining on new
profitability goals for longer time periods.
These external factors are highly important for Thomas and cook company for
gaining new end profitable goals extended targets through which competitive end
targets can be attained with high expertise, which will enable to work with higher
advancement.
Internal factors :

Organization structure change: Thomas Cook when planning for developing its
infrastructure within company internally will also have to change HR strategies and
leverage higher vision for all employees for gaining stronger working paradigms, new
profit levels and loner development among business avenues (Colakoglu, Erhardt, and
Martin-Rios,2019). Internally also employees should be competent to perform
dynamically among all structural change where Thomas Cook aims to reach onto wider
paradigms of strengthened business targets which will keep all employees motivated
with stronger skills to reach onto longer time periods. The internal changes among the
structure have wide impact onto vision and new rational functional structure where
innovation is effectively inbuilt and also the employees should hold strength for gaining
new synergy of long term potentialities enrichment which will improvise the motivation
and employment levels among them.
Change in vision and mission:
With changing competitive levels coming upon business avenues within business
framework for tourism and hospitality industry, Thomas Cook company have to keep its
employees also diversely structured among various new advanced levels as per the set
vision and mission. Thomas cook for presenting new developed vision and mission
within employees have to actively work on bringing new raining opportunities for all
employees for gaining new extended working levels with higher competitive
determinants and explorative synergy. HR strategies play an integral role for developing
vision, new mission parameters among employees where they need to hold expertise
and stronger rational synergy of functionality.
LO2
P3 Theories and concepts relating to growth and development of strategic HRM
The HRM strategically focuses on various theories and concepts where focus is
to build new skills and motivational levels among employees for gaining on stronger
working paradigms for higher extender time period and also to pertain on new synergy
of innovation within all working fragments. Thomas cook being one of the highest
goodwill company within tourism and travel industry has to focus onto developing best
HR theories through which employees can be retained for longer periods and also

effectively motivated for gaining new reflective paradigms of innovation (Mariappanadar
and Kramar, 2019).
Content theory (Herzberg theory)
 Content theory widely focuses for emphasizing on the vivid reasons for changing
human needs frequently within company and how various situations can be
developed with continuous vision for gaining on new levels of strength and
commitment for gaining high end progression. Herzberg theory I one of the most
common content theory of motivation where employees it focuses on two key
factors which impacts employees vision and skills to develop wider goals and
expertise as per the set fundamental vision. Two factors are: poor hygiene
factors such as unhealthy and unclean infrastructure decreases employee’s
motivation levels from work. Another factor which are the motivating factors such
as performance incentives, new work extension goals and competitive
development opportunities with advanced levels enable to bring on best services
from employees.
Process theory (Vroom expectancy theory)
 Process theory widely focuses on the psychological factors and procedures
which impact on motivation levels with regard to expectations of goals and
perceptions of equity. Vroom expectancy theory assumes that employee
behavior patterns are result of conscious choices among various alternatives
where main purpose is to examine how maximum pleasure can be brought
among their working levels and how to minimize pain for longer working
fundamentals (L'Écuyer, Raymond and Uwizeyemungu,2019).Vroom also
realized that employee’s performance levels are widely based on factors such as
personality traits, wisdom and passion to work on new ideas and experience long
withy abilities. Three elements of this theory are expectancy which with efforts
enable to bring on higher performance levels, instrumentality where the
performance can be measured with outcomes and valence with outcome for
gaining rewards from leaders.

 The practice of HR strategy in Thomas Cook is highly different form other
companies within tourism and hospitality industry where it can be understood that
HR strategies are highly important and strategically formulated with vision for
gaining new paradigms. Employees are given wide training for delivering
enhanced services among consumer market, where digital media marketing
services play an important role for gaining new developed synergy of extended
functional ethics. There is wider pertaining strength within roles of HR at Thomas
Cook where there are new synergy of innovation within all parameters and to
gain new profits with continuous vision and functional ethics. Thomas cook has
been working with best HR Strategies, new working scenario of rational
functional strength which target on building new profitable goals and higher
consumer goodwill (Hosain,2019).
LO3
P4 Change management models supporting HR strategy
Change management models are highly important for bringing in wide changes
within infrastructure of company functional levels and to develop new rational working
goals for greater synergy of innovation and wider rapid innovation through which
employees are able to perform better within all grounds. Tourism and hospitality
industry is one of the most rapidly developing global industry where companies are
focusing for bringing on wider dynamic talents along with skills where they are
competitively developing new structural changes. Thomas Cook being one of the
biggest global brand will be focusing onto change management models for developing
new vision among employees and rationally train them with new advances for gaining
new synergy of working scenario.
Lewin change model is one of the most innovative change model where all phases
which are divided among 3 steps shall be an appropriate model through which
employees can be segmented as per various targets and rational working goals for
gaining outputs as per determined goals.
 Unfreezing: The first phase of change model aims to eliminate all old technology
and inefficient ways of functioning which are not efficient focused to gain higher

quality standards and rather developed vision is not able to be achieved.
Unfreezing will focus on analyzing various paradigms where employees can
further deliver stronger working parameters, through which Thomas cook is able
to gain stronger results and data as per set competitive benchmarks (Srivastava
and Yadav,2019). At this level company will also analyze how much changes are
needed and with the analysis of investment which will undergo among company
levels for bringing on wide changes and how employees training shall be
undertaken.
 Freezing: Second phase being the freezing step will be focusing to pertain
analysis onto how employees are given training which will also check that
changes are in functionally developed as per the various developed parameters
within company function levels. Freezing will focus for gaining stronger synergy
of competitive innovation among working levels through which wider segments
so effective potential targets within consumer goodwill, profitability levels are
focused. Thomas cook company with freezing phase will develop stronger
rational analysis that all employees are able to work effectively as per set targets
through which cooperative changes can be built for long term skill enhancement
(Datta, Dsouza and Karande, 2020)
 Refreezing: The last phase of refreezing will focus for bringing on developed
synergy of innovation and monitor that all changers are effectively developed
among employees for long term working paradigm. The refreezing will keep
strong check on how customers market share is responding with wide changes
coming among working segments which will further potentially bring on dynamic
functional levels and higher expertise within all; fragments. Refreezing will keep
in check all the detailed changes within company functional levels and also target
how continuous efficiency levels can be inbuilt among various departments within
Thomas cook.
The change model will enable to get structural determinants as per set
functional levels within all phases where focus is towards developing stronger
synergy of innovation as per tourism and hospitality industry demands for
consumer extensive focused services. Positive consequences of bringing on

change model can be analyzed with the fact that Thomas Cook will be able to
develop wider effective changes with long potential time periods and also enrich
motivation among employees for gaining on higher competitive levels. Lewis
change model strategies within 3 phases will develop strong innovation and
rationally bring out more profits among all levels, to gain new extended levels of
competitive strength. Challenges for company will be that for bringing on diverse
changes and implementation of Lewis change model there will be higher
investment demanded, which also do not make full time assurance that company
functional levels within future are always as per the set competitive vision and
expertise (Moliterno and Nyberg, 2019).Divergence in skills of employees may
impact of vivid levels as various working parameters need to be developed as
per competitive levels where new quest of dynamic functional strength is
demanded.
LO4
P5 HR outcomes monitoring and measuring:
Thomas Cook HR department for gaining analysis on outcomes of various
working plethora levels of competitiveness brought upon on company levels can use
various monitoring and measuring strategies which will further bring focus on how HR
strategies are working at present. The monitoring and controlling is widely one of the
most important aspect which will enable company to frame strong strength and
innovation among skills of employees and also prepare them for bringing up new
dynamic skills. Percentage of employees given training: Thomas cook company shall monitor
and keep check on how much employees are given training within various
departments to keep high functional focus onto talent management, which will
not only motivate them but also prepare them dynamically. Thus is an important
metric through which employee’s strengths shall be gained high access as HR
strategies have to focus onto training all employees with high motivation levels
through which new synergy of innovation can be inbuilt and also they look upon

developing wider functional strength for new competitive work potentialities
(Malik Pereira and Budhwar, 2020).
 Diversity check among employees working segments: Thomas cook HR
strategies shall also focus to keep high levels of diversity among employee’s
strengths by focusing to employee employees globally and focus onto their
experience factors which also enable to gain new skills. The tourism and
hospitality industry is widely developing with high demand for bringing on diverse
employees from all sectors who are competitively advanced and also keenly
talented to bring on rational new work synergy.
 Gender pay gap factors: Thomas Cook HR strategies shall also monitor how
much people are satisfied working within company levels and also focus to gain
analysis on how much existing gender pay gap is there. The company HR
strategies shall focus on keeping high parameter of equal diversity among
employees working levels and there shall be no discrimination based on sex
(Njoku, Ruël and Murdoch,2019). This will keep all goals and targets intact
among all levels of fucntioanlity within the departments. Thomas cook by
maintaining high balance of equality among all genders will be able to generate
strong functional determinants, keenly focus onto how new synergy of innovation
will be inbuilt among cooperative levels through which goodwill is enhanced.
 Salary competitiveness: Thomas Cook HR strategies shall also focus onto
salary competitiveness factors where it has become an important determinant to
analyze satisfaction and motivation levels among all employees where various
tourist, hospitality sector companies are giving good competitive salaries. The
brand shall focus onto gaining wider rational goals to provide high end extrinsic
motivators to employees where HR strategies shall be focusing to bring on
developed synergy of innovation, continuous efficiency goals. HR strategies shall
also focus for gaining new developed synergy of motivation among employees
where the salary competitiveness shall be enriched with stronger fundamental
outputs.
Thomas Cook by monitoring and controlling of these factors will be able to
function on with high advancement among all parameters of working scenario

where HR strategies are focused and to gain metrics where current performance
is lacking and how to use new innovation among working scenario for gaining new
levels of progression. This will not only keep performance in good structure but
also gain analysis how future actions can be inbuilt for exploring new expansion
opportunities within competitive industry (Mariappanadar, 2019).
P6 Evaluation of effective HR management and development for supporting sustainable
performance growth objectives
The HR management and development strategies are highly correlated with
sustainable performance and growth to meet company objectives as the HR department
as base within company functional levels for bringing on best synergy of motivation
among employees. Thomas Cook being one of the best company within travel and
hospitality industry has wide goals for developing growth and sustainable performance
levels as per set competitive levels and aims to reach company objectives.
 HR management strategies focuses to select best employees who have diverse
experience of working within various fields, are highly talented with innovative
skills and expertise for higher working segments where Thomas Cook aims to
reach on within various levels. Promotion department needs to have best
talented employees for gaining new strength and higher competitive goals
focused onto synergy of innovation. Marketing is one of the most important
function where best employees who heave expertise and experience to pool on
best ideas for innovative marketing which will develop new goals and also
enhance consumer goodwill along with profitability (Sokolov and Zavyalova,
2019).
 Effective HR management and development works as one if the biggest asset
through which Thomas cook company will be able to reach on wider segments of
company goals to serve customers globally with best services pertaining onto
wider goals completion. Tourism and hospitality industry is widely going under
strong transformation where globally consumers demand new innovation levels
among their services within digital media, and form various websites which will
develop new progressive levels. Thomas Cook company employees should hold

talent and diversity among various skills within their performance levels, which
will keenly bring on new consumer brand goodwill and higher profits. HR
management and development will also keep employees trained with new skills,
higher competitive functional levels for their services to customers and hence
reaching to business performance targets (Kulualp, 2019).
 Effective HR management and development among strategies within Thomas
cook company will be impacting sustainable performance and growth to meet
company objectives within long run as it enables to get wider profitable working
segments goals. When employee turnover is less as per competitive business
targets and HR strategies as per set functional criteria employees strength is
competitively built on which further enhances new working scenario and to
pertain onto new levels of strength. Thomas Cook by keeping wide diversity
among employees will be able to gain new rational working goals to determine
long term functional efficiency for bringing on wider profits within competitive
industry and also to factorize new technical advancement (Ren, Tang and
Jackson., 2020)
Thus these factors enable us to analyze how effective HR management
and development are highly correlated with company business objectives and
stronger working performance within functional levels. Thomas Cook as one of
the best brand within hospitality and tourism industry globally has been giving
best services and productive determinants where all employees are selected
and trained further based on their skills, new motivation levels which will enable
them to serves customers with best services forward.
CONCLUSION
This report can be concluded with detailed explanation onto how strategic HRM
practices are gaining wide scope among business scenario within global business
management within specifically travel and tourism industry which is one of the most
rapidly growing industry among world. Thomas Cook company is one of the biggest
brand delivering world class services and highly working with best talented skilled
employees who are focusing to pertain wide focus for having smart teams. Report

concludes how the motivational theories impact upon working segments among
employees where various external factors impact upon HR strategies. Report also
further concludes how change models play an imperative role for bringing on change
among HRM Strategies and how various monitoring and controlling plays an important
role for stronger motivational levels among employees. Report also further concludes
with detailed evaluation of how effective HR management and development can support
sustainable performance and growth to meet Thomas Cook company profitable working
goals (Sharma, 2019).
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