Eden Project

Contents Introduction 3 Step 1: identifying the main problems or questions 4 1.1. Summary of Eden Project 4 1.2. Problem Statement and main problems 5 1.3. Description of the strategy development of the Eden Project 5 Step 2: gathering the facts 7 2.1. Analysis of Eden’s strategic capability 7 2.1.1. Strategic capabilities and competitive advantage 7 2.1.2. Kay’s distinctive capabilities 8 2.2. Analysis of Eden Project’s environment 9 2.2.1. The PESTEL framework 10 2.2.2. The industry life-cycle 10 2.2.3. Market segments 11 2.2.4. SWOT analysis 11 2.3. Analysis of Eden’s Project strategic purpose 12 Step 3: alternative courses of Action 16 3.1. Five possible alternative courses of action 16 3.2. Evaluation of the 5 alternative courses of action 16 3.3. Advantages and disadvantages of each alternative course of action 18 Step 4: Decision and reasoning 20 Step 5: Implementation plan 22 Conclusion: 24 Reference list 26

Introduction

This report is about the Eden Project, which is a tourist attraction in Cornwall, the South-West of England. Founded by Tim Smith and owned by the charity organization Eden Trust, the Project was opened in 2001.
The Eden Project is situated at a former clay pit, which is now transformed into a flourish garden. The Project consists of several biomes, which houses many plants from different climate regions. Furthermore, the Eden Project takes care of events and educational programs, in order to create a sustainable awareness amongst visitors.
The main aim of the Project is to educate the visitors about the importance of the planet so that sustainability becomes a visible item to them, while supporting the local region.

The report consists of several analyses, which aim to investigate the developed strategic position of the Eden Project. Moreover, the report will highlight necessary changes of Eden Project´s strategic position in order to sustain successful and unique.
Therefore, the