C/M/141. Dissertation. Developing marketing strategy for a Russian tour operator

This dissertation reviews the business environment of a Russian tour operator and advises the improvement strategy. The literature review explains the benefits of the external and internal analysis for the assessments of a firm strategic context and content. This discussion covers such models of environmental assessment as SLEPT, Five Forces and SWOT. The methodological part justifies the use of case study as research strategy, explains the usage of structured questionnaires as primary data collection tools. The analysis is based on both secondary and primary data analysis. The external assessment reveals the role of tour operators in a overall supply chain, the current market tendencies and the scale of competitive pressure. Then, the analysis benchmarks the chosen tour operator against its closest competitors. On the basis of external and internal audit (SLEPT, Five forces and SWOT) the paper suggests the improvement of a firms marketing strategy.