Tourism Industry in Canada - Case Study Example

Tourism Industry in Canada 2nd Report

Table of Contents

1. Strategic Analysis of the Organisation5

1.1. Environmental Analysis5

i. PESTLE Analysis5

ii. Competitor Analysis: Positioning Matrix7

iii. Analysis of the Risks8

1.2. Resources and Competence Analysis9

i. Porter’s Diamond Model9

ii. Resource Mapping9

iii. SWOT Analysis10

2. Strategic Choices11

2.1. Analysis and Justification of Internationalisation Strategy11

i. Internationalisation11

ii. Strategic Model11

iii. Selection of the Globalisation Strategy12

iv. Explanation of Globalisation as the Selected Strategy12

2.2. Analysis and Justification of the Entry Mode Strategy13

i. Entry Mode Strategy13

ii. Identification of the Entry Mode Strategies13

iii. Exporting as the Selected Entry Mode14

iv. Explanation of Exporting as the Selected Entry Mode14

2.3. Strategic Plan15

i. Strategic Objectives15

ii. Strategic Choice15

iii. Key Actions, Resource Implications, Success Criteria16

iv. Implementation16

v. Evaluation18

3. Development Approach21

i. Price21

ii. Product21

iii. Place22

iv. Promotion24

Tactical Plan for the Communication Strategy26

4. Conclusion26