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TUI Strategy : Why Size Matters - Case Study Example

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This case analysis “TUI Strategy Case Study: Why Size Matters” looks at the transformation from 1997 of mining firm Preussag AG into the giant tourism industry market leader TUI AG through divestitures and acquisitions. This paper analyses the global tourism industry’s environment…
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TUI Strategy Case Study: Why Size Matters
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Download file to see previous pages A key question that comes to mind whilst reading the case study was: How did an old economy firm like Preussag decide to go into the tourism industry?  The use of strategic analysis tools helps find the answer because going inside the minds of TUI (known then as Preussag) management can show the link between strategic analysis and strategic action. Amongst the models of environmental analysis, Porter’s Five Forces and the TOWS-PESTEL analysis models were used.  Porter’s Five Forces model analyses five fundamental competitive forces that affect the structure of an industry: 1) entry of competitors, 2) threat of substitutes, bargaining power of 3) buyers and 4) suppliers, and 5) rivalry amongst competitors (Porter 1980).  The TOWS-PESTEL analysis looks at the Threats, Opportunities, Weaknesses, and Strengths of the industry and the effects of Political, Economic, Social, Technological, Environmental and Legal factors on the tourism industry and on TUI. If the analyses of these forces and factors are favorable to a firm like TUI, entering the industry becomes an attractive strategy for the firm. But what makes an industry attractive to a firm like TUI?  Entry to the industry should be easy for the firm but difficult for competitors.  The threat of substitutes should be low. The relative bargaining power of TUI as buyer/seller must be stronger relative to its sellers/buyers.  Lastly, the level of competition amongst firms in the industry must be manageable. Using the TOWS-PESTEL analysis framework, the industry would be attractive if the threats and weaknesses of the industry and TUI are manageable, opportunities for business profits are great, and the industry’s strengths are attractive. ...Download file to see next pagesRead More
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