Ssay (European Tour Operators) Strategic managment

1500 -+10% without the reference list.
appendix is needed.

This assignment is based on the European Tour Operators (tourism industry). To help you out with your research you should refer to the case study a?European Tour Operators: confronting competition in the tourism industrya? in the main textbook (page 565, Exploring Strategy 9th Edition, Johnson, Scholes & Whittington, Prentice Hall, 2011). This is however only a starting point a you will need to access further (and more current) information on the industry.


1. Analyse the external environment of the industry using appropriate strategy tools (PESTEL). Identify the main opportunities and threats arising from environmental change and assess key drivers for change for the industry).
PESTEL analysis (35 marks)
Opportunities and Threats (10 marks)
Key drivers for change (5 marks)
(Total 50 marks)

2. Using Porteras Five Forces Model analyse the competitive environment for the Industry. Explain how these forces might be expected to drive the industryas profitability (attractiveness).
5 Forces (40 marks)
Industry attractiveness (10 marks)
(Total 50 marks)

a) You can use any relevant sources providing all sources are properly referenced. Of particular relevance are sources like Keynotes, Mintel and the FT.
b) Your assignment should not exceed 1,500 words (excluding appendices).
c) The main purpose of the assignment is to demonstrate your understanding and application of the concepts used in the module.

For ease of understanding, your report should be word processed. You should clearly label any diagrams, graphs, charts etc that you include. 10% of the total marks will be allocated for presentation, English and referencing.

Plagiarism is the taking of the work of others and passing it off as if it were oneas own. The university has strict rules about this offence and you should remind yourself of these. However, to avoid any misunderstandings about plagiarism please note the following requirements about referencing and working with others.


Your report must:

- Acknowledge and properly reference all data sources and other written material that you draw upon.

- Clearly indicate any direct quotes or extracts from such references with the use of quotation marks, italics or similar distinguishing marks.

- Use an accepted referencing system (e.g. the Harvard system).


The most important aspect of the assignment is the application of theory/models a it is essential that your answers contain a rigorous application of these strategic concepts and demonstrates a thorough understanding.

Referencing Requirements:
The set text which all students should buy is:

Johnson G, Scholes K Exploring Strategy (Text and Cases)
& Whittington R 9th Edition (FT Prentice-Hall, 2011)

Additional reading:

Robert M. Grant Contemporary Strategy Analysis a 7th Edition (Wiley, 2010)

Thompson J L Strategic Management Awareness & Change
& Martin F 5th Edition (Thomson Learning 2005)

Lynch R Strategic Management
-5th Edition (FT Prentice Hall 2009)

Balogun J Exploring Strategic Change 3rd Ed
& Hope Hailey V (Prentice-Hall 2008)

Mintzberg H, Quinn J B The Strategy Process (Prentice-Hall 1998)
& Ghoshal

D Hussey Strategic Management [4th Edition] (Butterworth, Heinemann 1998)

In addition students should read articles from:

Financial Times; Long Range Planning; Harvard Business Review.
Some/most of the above could be accessed (on-line) via the LRC. An invaluable guide is produced by the LRC to these electronic sources a get one and use it!