You are
required to undertake a “Marketing Audit” for a selected
hospitality & tourism company.
A
business report is a set of data that provides historical information related
to a company’s operations, production, specific department’s insights, and
creates a base for future decision-making processes or factual insights needed
to organize business functions.
The report must:
1.
Give the full Harvard reference within the
reference page for each item used, and the correct Harvard
‘shortened’ reference within the essay.
2.
Include both direct and indirect citations from
a wide variety of sources. Include a minimum of 15
references.
3.
Make use of the relevant core texts and research
items from within the module;
4.
Your cover
page would be the first page of your Essay. Include student-ID number, module name,
lecturer name, academic year/group bubble.
Report structure
Executive Summary (250 words)
A suggested format would be to create an introduction which defines tourism
marketing concepts. Tell the reader: a) the previews of the main points covered in the full report in the
executive summary; b) introduce the aim of the report; and c) how information
is presented.
Company Background (250
words) should describe the background of the company and the brief introduction of the
company and services / products you have chosen.
External
Analysis (500 words) should identify and discuss the macro environment with
particular attention to a) the
identification of customers / consumers and analysis of their needs; b) analysis
of the organisation’s competitive situation by using “Opportunities &
Threats” or “PESTLE” Analysis models.
Internal Analysis (500 words)
should identify and discuss an internal analysis focusing on the organisations
capability to meet the needs of its customers by using one of the “Strengths
& Weakness” or “Porter’s Five Force” models.
Ethical in business (250 words)
should describe the measures adopted by the management of business venture
in order to make ethics work in the organization and identify the ethical
behavior of business venture.
Future Development (250 words)
should identify and discuss the issues raised by the audit and any actions you
feel the organisation should be taking with regard to its future marketing
activity by using appropriate marketing channel and ethical consideration.