Analyzing Corporate Strategy and Governance: Thomas Cook Failure

This report examines the corporate strategy and governance of Thomas Cook, focusing on the factors that contributed to its failure. It begins with an introduction to corporate strategy and governance, highlighting their importance in business. The report then presents the background and significance of the research, followed by the research objectives and questions. The study aims to analyze the meaning of corporate strategy and governance, understand its impact on business, and explore ways to revise Thomas Cook's governance to improve performance. The report reviews relevant literature and details the research methodology, including the research onion and design, and data collection methods. A Gantt chart is included for project management. The report concludes with a list of references.

Corporate strategy and
Governance

Table of Contents
TITLE :- "To identify the corporate issues that impact on business performance and growth. A
case on Thomas Cook Pvt. Ltd.”.....................................................................................................3
INTRODUCTION...........................................................................................................................3
BACKGROUND AND SIGNIFICANCE OF OF THE RESEARCH.......................................3
RESEARCH OBJECTIVES.......................................................................................................3
RESEARCH QUESTION...........................................................................................................3
PURPOSE OF THE STUDY......................................................................................................4
REVIEW OF THE LITERATURE.................................................................................................4
RESEARCH METHODOLOGY.....................................................................................................4
GANTT CHART.............................................................................................................................5
..........................................................................................................................................................6
REFERENCES................................................................................................................................7
Thomas Cook collapse, 2019. [Online]. Available
through:<https://leftfootforward.org/2019/09/the-thomas-cook-collapse-highlights-the-lack-of-
corporate-accountability/> ..............................................................................................................7

TITLE :- "To identify the corporate issues that impact on business
performance and growth. A case on Thomas Cook Pvt. Ltd.”
INTRODUCTION
Corporate strategy is defined as planning and directions that help an organisation to
attain organisational objectives and goals. In business environment, there are a lot of corporate
strategies which are developed within organisations for minimising the chance of risks in
business. A number of methodologies are present within business environment that are used for
identifying plans (Rodriguez, Peterson, and Krishnan, 2012). Corporate strategy includes a
portfolio approach for strategic decision making by analysing different business and determining
the ways for creating value. For developing corporate strategy, organisations and firms must
evaluate the ways by which business can work properly. The corporate governance of Thomas
Cook is run by Board of directors. These guide strategic aims and objectives of groups at
Thomas Cook and approving budgets and business plans. The main aim of corporate governance
includes doing all business operations and activities ethically.
BACKGROUND AND SIGNIFICANCE OF OF THE RESEARCH
RESEARCH OBJECTIVES
1. To analyse meaning of Corporate Strategy and Governance.
2. To understand the impact of corporate strategy within Business.
3. To analyse different ways by which corporate governance of Thomas Cook's failure can be
revised for embracing business performance.
RESEARCH QUESTION
 What is the meaning of Corporate Strategy and Governance ?
 What is the impact of corporate strategy within Business ?
 What are the ways by which corporate governance of Thomas Cook's failure can be
revised for embracing business performance?
PURPOSE OF THE STUDY
The main objective for doing this research is to know why corporate governance is
necessary within business. Thomas cook is an integrated travel and tourism related financial

service company (Rummler, and Brache, 2012). This British organisation collapsed after 178
years of operating business. The shareholders of this firm allowed it to pay an amount of more
than 20 million to directors between 2014 to 2018 (Thomas Cook collapse, 2019). The CEO
naming Peter Fankhauser was given 8 million. The value of this firm collapsed by 95% at that
time. The executive pay bill defines small proportion of total value of the company and savings
were not there. Thomas cook was operating in high competitive market and there are high profit
margins due to increase in competitors threat and traditional high street operators. This firm was
not providing equal pay to its employees and this created problem in maintaining healthy
relationship between management and employees. This company was not able to make money
and it was working at a break even point where this company is making no profit no loss. Both
employee satisfaction and customer satisfaction was not present.
REVIEW OF THE LITERATURE
Report is enclosed with three different objectives and these are mentioned underneath:
According to views of Yin, and Zhang, (2012), corporate strategy and governance is
known as number of internal rules and policies that are helpful for an organisation in directing
itself for enhancing business performance. It is responsibility of corporate governance to make
effective business decisions that can help in increasing profits and money earned by the
company.
According to the viewpoint of Wu, and Lu, (2012) , it is analysed that Thomas Cook is
a great example that reflects that it is so important to have good corporate governance as it will
help in making strong decision in favour of the company. This will help in development of
effective strategies and plans that will lead to business success. On the other hand, if there is no
good corporate governance then business will collapse.
RESEARCH METHODOLOGY
Research methodology is defined as different methods by which researcher tries to
investigate research. This is a way by which aims and objectives of the research are analysed
(Saeidi, and et. al., 2015). There are basically two ways by which research is conducted and
these are qualitative and quantitative. In the present research, investigator is using both
qualitative and quantitative method for analysing the aims of this research.

Research Onion: This is considered as model that is essentially made up of three basic
philosophies, axiology, epistemology and ontology .
Research Design: In the current investigation, combination concerned with various
methods that allows researchers to easily gather relevant data for the project they want. In the
present research, investigator is using descriptive design type of investigation over a given
topic(Schaltegger, and Wagner, 2017)
Data collection: Primary and secondary are two different kinds of data collection which
given below:4. Primary method: This is known as data collection in which first hand information is
analysed. Some of the methods which can be used: observations questionnaires, interviews
and many others.
5. Secondary method: This kind of data is collected by using already existing information by
using different sources such as articles, newspapers, online sources etc.
GANTT CHART

REFERENCES
Books and Journals
Rodriguez, M., Peterson, R. M. and Krishnan, V., 2012. Social media’s influence on business-to-
business sales performance. Journal of Personal Selling & Sales Management. 32(3).
pp.365-378.
Rummler, G. A. and Brache, A. P., 2012. Improving performance: How to manage the white
space on the organization chart. John Wiley & Sons.
Saeidi, S.P. and et. al., 2015. How does corporate social responsibility contribute to firm
financial performance? The mediating role of competitive advantage, reputation, and
customer satisfaction. Journal of business research. 68(2). pp.341-350.
Schaltegger, S. and Wagner, M., 2017. Managing the business case for sustainability: The
integration of social, environmental and economic performance. Routledge.
Stewart, B. and et. al., 2018. Sport management: principles and applications. Routledge.
Walls, J. L., Berrone, P. and Phan, P. H., 2012. Corporate governance and environmental
performance: Is there really a link?. Strategic Management Journal. 33(8). pp.885-913.
Wu, S. I. and Lu, C. L., 2012. The relationship between CRM, RM, and business performance:
A study of the hotel industry in Taiwan. International Journal of Hospitality
Management. 31(1). pp.276-285.
Yin, J. and Zhang, Y., 2012. Institutional dynamics and corporate social responsibility (CSR) in
an emerging country context: Evidence from China. Journal of business ethics. 111(2).
pp.301-316.
Online
Thomas Cook collapse, 2019. [Online]. Available
through:<https://leftfootforward.org/2019/09/the-thomas-cook-collapse-highlights-the-
lack-of-corporate-accountability/>