Analysis of the Existing Strategy of the TUI Group Essay

Analysis of the Existing Strategy of the TUI Group - Essay Example The modern critics of the modern forms of planning and management postulate the notions that the modern world is dominated by uncertainty, complexity and widespread of ambiguity. It is, therefore, noted that in such dynamic environment, there is need of being flexible to respond swiftly to the changing conditions and this often calls for the alteration of the already established organization’s strategies to suit the current market structures (Weaver & Oppermann 45). Business and organization strategies offer the illustrations on the activities that the managers and stakeholders undertake as designed to achieve the firm’s objectives either in the short run or long run. Every organization has a purpose to accomplish and a defined direction of achieving it and these are always clearly articulated and embraced in their mission statement thereby acting as a guiding principle (Holloway 65). In a broader sense, business strategies are considered to be game plans that enable an organization to execute its activities that are geared towards achieving their objectives such as the expansion of market share and sales. Definition according to Ansoff takes business strategy as the common thread among firms, activities and the product markets that are aimed at defining the fundamental nature of the business that the organization has planned to be in the future. He, therefore, introduces the Ansoff Matrix that gives four main strategies that when impleme nted by an organization helps in the attainment of business growth.