This task is designed to develop your critical analysis and research skills. You are required to prepare a Situational Analysis of the internal and external environment relevant to a tourism or hospitality enterprise related to your specific interest in tourism and hospitality (e.g. hotel or accommodation operation, destination management organisation (DMO), tour operation, attraction, gastronomic enterprise, conference or event). You are required to critically read and contrast your findings to important theories and concepts introduced in Topics 1 to 3.
Note: This Situational Analysis will inform the development of a Market Segmentation Analysis (Assignment 2) and Marketing Strategy (Assignment 3) for your selected enterprise.
Instructions:
1. Identify a tourism or hospitality enterprise that you are familiar with (e.g. that you work for, or have a good understanding of its operations) and that is related to your specific interest in tourism and hospitality (e.g. DMO, tour operation, attraction, accommodation operation, gastronomic enterprise, conference or event).
Note: It is your responsibility to identify a suitable enterprise for your assignment work in this unit in Week 1 of the Session. It is strongly recommended that you select an enterprise that is relevant to your Masters degree program.
2. Send an email to your lecturer, stating the name of the enterprise, its location, and a 200-word explanation (not included in word count for this assignment) outlining the reasons why you are familiar with this enterprise, and why you consider that it would be suitable to use as a case analysis for your assignment work in this unit. This explanation must be emailed to your local lecturer by 5 pm Wednesday Week 2. Your local lecturer will email approval for you to proceed with your Market Situational Analysis by 5 pm Friday Week 2.
3. Source relevant consumer and market research that is relevant to your selected enterprise and answer the following questions based on your analysis and interpretation of this information and the interview. For each of your answers you are required to contrast your findings to important concepts and theories identified in academic literature introduced in Topics 1 to 3.
Product and Experience Analysis - prepare an analysis of the product/s and experience/s, currently offered by the enterprise. As part of your analysis, explain the current distribution process for the enterprise's products and experiences, and also consider how they contribute to the destination experience in which it is located. (500 words)
SWOT Analysis - prepare a SWOT analysis that provides an overview of your selected enterprise's strategic position. (500 words)
Environmental Scan - prepare an analysis of the external environment relevant to your selected enterprise. This should include identification of direct competitors and their positioning within the marketplace. (500 words)
Appendices - you should attach any relevant data that supports your analysis as appendices.