TUI Case Study Essay Example | Topics and Well Written Essays - 1750 words

TUI Case Study - Essay Example Transforming the business from this area to a radically-different model, tourism, requires significant changes at the strategic level. This project describes the transformation from Preussag to TUI and suggests different styles available to manage this large-scale business model change. Employees who worked under Preussag were likely used to functioning in a business environment which was product-focused rather than customer- or marketing-focused primarily. Industrial business segments, such as mining and plant construction, require workers and managers to deal with issues of process improvements and working with foreign legislators to conduct international business. The tourism industry, on the other hand, is a very customer-focused organisation requiring a business to take a strong customer service and marketing focus in order to differentiate service variety from that of competition. Taking a culture built on efficiency and product-focus and expecting excellence in customer service (where little previously existed on the consumer level) requires a readjustment of internal corporate culture. At the senior executive level, the key to changing values in the business is constructing a new mission statement for the newly-transformed business which clearly and explicitly states the new customer focus expectations. The mission statement provides a sense of purpose among the entire organisational staff and, through senior-level expression and modeling of these behaviours, a business can begin the strategic transformation from product- to customer-oriented business activities. TUI accomplished this with a mission of â€Å"Putting a smile on people’s faces† (Interbrand, 2006). Though the mission statement, to its credit, can establish the foundation of what drives the business forward and its long-term goals for customer satisfaction, it does little in terms of enforcing compliance and ensuring that all