TUI internal analyse
Module 4, Year 2013-2014
Group: SHMF/B
Table of contents
Introduction
This report is part of the management report to be written during the module strategic hospitality management at Stenden University. It deals with the external environment of TUI.
First a PESTEL analysis is executed in order to get an overview about the macro environment. From there the key drivers of change for TUI are identified and further opportunities and threats are extended.
After the macro environment the industry is analyzed with the help of Porter’s Five Forces. The impact of the different forces and a life cycle show what TUI’s industry is like. Furthermore opportunities and threats from the industry are evaluated.
Finally the analysis of the markets and competitors is presented with the help of a strategic map and a competitive profile matrix and then evaluates on the findings.
The overall opportunities and threats weight up which factors are most important for TUI based on the previous findings from the macro environment, the industry and the competitive market. The external factor evaluation rates the different factors in order to see which ones have the most impact on TUI. The theory for the models is based on Johnson, Scholes and Whittington (2011).
External Analysis
Analysis of the Macro Environment (PESTEL analysis)
Political
Terrorist attacks and political instability
Taxation policies and subsidies
Technological
Increasing connectivity, Wi-Fi
Social media, transparency of companies
Automation
Technology being more environmental friendly
Economical
Best emerging markets: China, South Korea, Malaysia
Oil prices: price remains still till 2020, rises by 45% by 2035
Post-recession: increased intervention of government
Environmental
Sustainability: less energy/water usage, pollution
Economical friendly ways of transportation
Diseases and natural disasters
Sociocultural
Brand consciousness (brand loyalty)
Mood of seriousness and
Group: SHMF/B
Table of contents
Introduction
This report is part of the management report to be written during the module strategic hospitality management at Stenden University. It deals with the external environment of TUI.
First a PESTEL analysis is executed in order to get an overview about the macro environment. From there the key drivers of change for TUI are identified and further opportunities and threats are extended.
After the macro environment the industry is analyzed with the help of Porter’s Five Forces. The impact of the different forces and a life cycle show what TUI’s industry is like. Furthermore opportunities and threats from the industry are evaluated.
Finally the analysis of the markets and competitors is presented with the help of a strategic map and a competitive profile matrix and then evaluates on the findings.
The overall opportunities and threats weight up which factors are most important for TUI based on the previous findings from the macro environment, the industry and the competitive market. The external factor evaluation rates the different factors in order to see which ones have the most impact on TUI. The theory for the models is based on Johnson, Scholes and Whittington (2011).
External Analysis
Analysis of the Macro Environment (PESTEL analysis)
Political
Terrorist attacks and political instability
Taxation policies and subsidies
Technological
Increasing connectivity, Wi-Fi
Social media, transparency of companies
Automation
Technology being more environmental friendly
Economical
Best emerging markets: China, South Korea, Malaysia
Oil prices: price remains still till 2020, rises by 45% by 2035
Post-recession: increased intervention of government
Environmental
Sustainability: less energy/water usage, pollution
Economical friendly ways of transportation
Diseases and natural disasters
Sociocultural
Brand consciousness (brand loyalty)
Mood of seriousness and
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