This 19 page paper is based on a case study provided by the student. Tourism Holdings Ltd is a New Zealand company facing a number of challenges due to changes in the tourism industry. The paper starts with brief, PEST, SWOT and Porters Five Forces Analysis, and then answer is five specific questions regarding the types of strategy for the company to follow in the future, considering what the current strategies being successful, assessing potential future strategies, determining whether the company should focus on the New Zealand market only in presenting a general strategy recommendation for the future. The bibliography cites 7 sources.
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of the growth in tourism industry. The company, which started with humble origins, has grown and diversified. Now known as Tourism Holdings Ltd. (THL), the company has interests in a
wide range of tourism industries, including cost higher, coaches and tourist attractions. The companys mission statement states that the company wishes to be "a leading tourist plant and leisure operator
in New Zealand and Australia utilizing THLs unique attractions with strategically compatible overseas investments". This machine can be seen in a way that the company has grown from a small
company to a large diversified company with use of an acquisition strategy. However, the 21st century has presented the company with some challenges, include a subdued tourist industry and decisions
which need to be made in order to protect the companys future profitability. 2. PEST Analysis To consider the option up into a company it is important to understand the
macro environment within which it operates (Mintzberg et al., 2008). A PEST analysis gives a good indication of the macro environment1. In political terms the tourism industry is highly
important to the New Zealand economy, it accounts for 10% of the workforce in contribute 3.4% of the GDP to the countrys economy (Akoorie and Scott-Kennel, 2005). Industry has this
level of interest is likely to receive a degree of political support. However, there are also some negative political influences. The tourism industry is suffering significantly as a result of
the events of September the 11th 2001, under terrorist attack on the twin Towers in the United States. This is helped to subdue the tourism industry (Akoorie and Scott-Kennel, 2005).
The economic influences are divergent. The tourism industry subdued as a result of the 9/11 terrorist attacks, as well as to a less extent, the SARs outbreak in Southeast
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