Thomas Cook: Analysis of Technology's Role in Business Strategy

This report presents an analysis of employee perspectives on the integration of technology within Thomas Cook. The research, based on employee feedback, explores five key themes: the necessity of technology, potential advancements, increased operational speed, customer satisfaction, and the impact on consumer decision-making. The findings reveal varying opinions, with a majority of employees supporting the implementation of technology to enhance competitiveness, improve service promotion, and streamline operations. However, some employees express neutrality or disagreement, highlighting concerns about the effectiveness and necessity of technological integration. The report provides a comprehensive overview of these viewpoints, offering insights into the potential benefits and challenges of adopting technology within Thomas Cook, and is available on Desklib to support students with their studies.

RESEARCH
PROJECT
Task 4

THEME 1 : THERE IS ACTUALLY THE
REQUIREMENT OF TECHNOLOGY IN
THOMAS COOK

INTERPRETATION
 After the analysis made, it has been observed that 12
employees of Thomas Cook think that there is actually
the requirement of technology in the company
because there is a higher level of competitiveness in
the market, so a well promotion of the services of the
company can help in attracting a higher number of
customers. Two employees also think the same. Two
employees are neutral as they are confused of the fact
that whether there is a need of technology or not. One
employee disagrees to the fact as they think that
there is no need of technology in the Thomas Cook
because they think that they can continue their
operations as this way also. Three other employees
also strongly disagrees to the fact that there is any
requirement of technology in Thomas Cook.

THEME 2 : INVOLVING TECHNOLOGY
CAN BRING ADVANCEMENTS IN
THOMAS COOK

INTERPRETATION
 As per the analysis made, 13 employees of Thomas Cook
think that if Thomas Cook involves technology in their
processes and operations, then it can actually help them in
achieving various achievements because by these means,
the company will be able to promote their services in a more
appropriate way, thus, helping Thomas Cook to achieve more
advancements. Two employees of the company also think
the same that it can actually help in bringing advancements in
the operations and processes of the company. One employee
is neutral as they are confused of the fact that whether it will
help Thomas Cook or not. Two employees of the company do
not think that the involvement of digital technology in the
operations for Thomas cook can make efficiency in the
decision making process of the consumers in planning to
purchase and have he services of some specified company.
Just like the two employees, other two employees also think
the same ha involving digital technology won’t help Thomas
Cook

THEME 3 : INVOLVEMENT OF
TECHNOLOGY CAN INCREASE THE
SPEED OF OPERATIONS OF
THOMAS COOK

INTERPRETATION
 As per the analysis made, 12 employees of Thomas Cook
think that involving digital technology in the company will
be able to speed up the processes and operations of the
company. Also, along with the increased speed of the
operations, it will help the consumers in an effective
decision making process as well. Three employees of the
company also think the same that technology can actually
maximize the rate of the operations, thus Thomas Cook
can get a better rate of productivity. Two employees of the
company are neural as they are confused of the fact that
whether the technology will be able to speed up the
operation or not. One employee disagrees to the fact as
they think that the technology won’t be able to increase
the rate of operations of Thomas cook just like the other
two employees. They do no find the fact that technology
will be able to increase the speed of the he operations,
thus even in consumer decision making process.

THEME 4 : INVOLVING TECHNOLOGY
IN THOMAS COOK CAN BE ABLE TO
SATISFY THE CUSTOMERS

INTERPRETATION
 As per the analysis made, it has been observed that
14 employees of the company think that if
technology is implemented by Thomas Cook, then it
can be able to provide satisfaction to the customers
because they can be able to get a variety of options
to choose from. Three other employees also think
the same. It is because by promoting their videos
etc. On different social channels, the tourists will be
able o make a beer analysis of the same. One
employee is confused enough as they are not sure
whether it can be able to satisfy the customers or
not. One employee disagrees to the fact that digital
technology will be able to satisfy the customers just
like another employee of the Thomas cook.

THEME 5 : TECHNOLOGY WILL HELP
IN AN OVERALL CONSUMER
DECISION MAKING PROCESS

INTERPRETATION
 As per the analysis made, it has been observed that
the technology can actually hep the tourists in an
effective decision making process because when
Thomas cook will be able to promote their services
in an appropriate way such as by means of videos
etc. the customers will be able to decide and plan
better. One other employee also thinks the same.
Two employees are neural as he are confused of the
fact ha whether he involvement of technology will
be able to improve he consumer decision making
process or not. One employee disagrees to the fact
just like the other three employees because they
think that it cannot throw an impact on the
consumer decision making process

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