This 16 page paper looks at a case study supplied by the student. THL is a New Zealand based company with a wide range of interests in the tourism industry. The paper starts by performing a PEST, SWOT and Porters Five Forces Analysis as well as financial analysis. These analyses are presented in the appendix to the paper. The main body provides a short summary of the analysis and then answers five questions regarding the way that the firm has performed and the strategies that the firm may choose to adopt. The bibliography cites 7 sources.
Name of Research Paper File: TS14_TETHLcase1.rtf
Unformatted Sample Text from the Research Paper:
international operations that are aligned with the core interest and competencies in tourism. In 2004 the company is facing some challenges, the industry is changing in line with the global
macro environment, there are more threats and potential influences, as well as opportunities. In order to place itself in the best possible position the company has to make a number
of decisions regarding a strategy to adopt in future. These decisions are best undertaken with an understanding of the market and the general environment. The paper was stopped with a
summary of these analyses which can be found in the appendices, and then consider specific questions regarding the way in which the company can and could compete. 2. PEST Summary
There are many influences on the tourism industry that will impact on THL. Terrorist events of the past as well as economic crises have had significant impacts on the number
of travellers, which has a direct impact on the number of travellers that are seen. Perceptions of danger as well as affordability decrease the demand for travel. Where travel does
take place it is influenced by social issues, tourism is seasonal which means demand will fluctuate, but in a predicable manner, as well as tourism companies needing to adapt to
meet the changing needs and desires, such as the desire for new experiences, as well as needing to be sensitive to local cultural values. Technology is also playing a role,
travel companies are advertising on the internet and web sites such as trip advisor can be used to read reviews, technology can also help a firm to find ways of
creating internal value helping with administration and operations management. 3. Porters Five Forces The tourist industry is mature, with a large number of different competitors. The structure of the