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Essay / Research Paper Abstract
This 6 page paper, based in a case study provided by the student, designs a strategy for a small travel agent based ion their core competences and current competitive position in a difficult industry. The strategy proposes increased differentiation with the development of a niche market and a change in leadership style. The bibliography cites 2 sources.
Page Count:
6 pages (~225 words per page)
File: TS14_TEtravstrat.rtf
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Unformatted sample text from the term paper:
in order to develop a competitive advantage. In the case provided by the student there is a small travel agency with only a couple of staff and a working ethic
of respect, accountability and excellence. These are qualities on which the company has built its foundation. To develop a strategy we need to consider what market this company is
aiming for the position within that market as well as the competition. The company, Yunnique Travel Agency, is a small travel agent seeking to sell good quality holidays to a
target market where both quality and value are important. This indicates that the company is looking to sell to the middle to upper mass market. The company is selling holidays
to arrange of destination, but no special areas, although most flights are within a 6 hour range. The company is competing in a large market place. The US travel
agency market, in which this company operates, is worth $127 per annum, but this is down on the year before due to a tightening of the economy and a reluctance
to travel (Euromonitor, 2003). This reluctance is gradually subsiding but in the mean time the competitive environment is becoming harsher and more direct access to the holiday providers and
flight companies though the internet. The main sector of the travel agents business is the booking of flights, this accounted 41.3% of all sales. We will assume that this is
the same with the Yunnique Travel Agency. In terms of competition this is a highly fragmented industry with many small operators. This is partly due to the very low
barrier to entry in terms of access to the markets and qualifications required. This is also a market where there are many specialist agents, for example a travel agent may
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