A.J. Hackett Swott Analysis

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A.J. Hackett Bungy SWOTT Analysis
TrendsOpportunitiesThreats
People now treat adventure activities as purchasable short-term holiday packages, rather than as lifetime personal investments in skills and equipment. This has led to expansion at both the low-skill and high-skill end of the adventure sector. •There is a strong trend towards increased cross-marketing links between adventure tourism products and other products purchased by the same consumers. •It has become commonplace for individual tour operators to offer a range of different adventure activities at a single destination. These are often packaged as a discounted bundle of individual tours, marketed as a “combo” product. •Adventure tourism is one of the fastest growing sectors in the tourism industry at 7.6% since 2006.

Increases in tourism sector government funding: $10.7 million in Queenstown alone in 2007. •Green phenomenon has resulted in a significant increase in environmental awareness =100,000 eco-tourists in 2006, up 12.3%: the fastest growing market in Queenstown. •Consistently high profit margins between 17-23% since 2003= opportunity for expansion into other cities & industries e.g. clothing. •100+ tourism operators within the greater Queenstown area = potential for package deals with other adventure tour operators •Ultimate bungy experience: discounted tour and jump of all 3 Queenstown sites. •Planned formation of a NZ Adventure Tourism Association.Strengthening New Zealand dollar NZ$1.00 = US$ 0.78 in 2008 compared with 0.50 in 1998 limiting foreign buying power. •Worldwide recession lowering expenditures on luxury goods and non-necessities = the growth in International tourist numbers declined by 2.6% in 2007. •Emergence of virtual bungy in downtown Queenstown: two trial machines introduced with more planned in 2008. •As industry leaders, Hackett is heavily targeted by worldwide competition. •Ageing local population: 60% of Queenstown residents are above the...
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