Case Study: Northern Queensland Tourism Resort Analysis and Strategies

This case study examines a tourism resort in Northern Queensland, focusing on the role of Mrs. Crowley, the Chief Operating Officer. The analysis employs various frameworks, including PESTLE and SWOT analyses, to assess the external and internal environments. The Porter's Five Forces model, stakeholder analysis, and the Porter value chain model are utilized to provide strategic direction. The study highlights innovative opportunities for future growth and offers recommendations for the tourism sector. The resort offers various services, including access to Daintree rainforest, the Great Barrier Reef, and Wallaman Falls. The assignment also discusses political, economic, social, technological, legal, and environmental factors impacting the resort. The SWOT analysis assesses strengths, weaknesses, opportunities, and threats. The case study also explores competitive dynamics, supplier power, buyer power, and potential substitutes using Porter's Five Forces, along with the analysis of key stakeholders like employees, customers, and government. The value chain model is used to evaluate primary activities such as inbound and outbound logistics, operations, marketing, and sales, and support activities such as procurement, human resource management, technological development, and infrastructure.

CASE STUDY

Executive Summary
A tourism resort is considered as a commercial establishment which focuses on providing
different kind of services in relation to food, entertainment, shopping that is the need of an
individual person. In this assignment, Mrs. Crowley is considered as a chief operating officer of
tourism sector which is located in Northern Queensland. They focus on providing different kind
of services to its customers such as Daintree rainforest, Great Barrier Reef and Wallaman Falls
as well as many more that help in attracting large number of customer at Marketplace. In this
assignment, there are various framework is utilized for success as well as growth of the
organization. They also offer innovative opportunity which is mentioned in the case study that
helps in increasing success as well as growth in future period of time. In addition to this there is
also recommendation regarding tourism sector is explained in an appropriate manner.

TABLE OF CONTENT
Executive Summary.........................................................................................................................2
INTRODUCTION...........................................................................................................................4
MAIN BODY..................................................................................................................................4
Recommendation...........................................................................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12
Books and Journals....................................................................................................................12

INTRODUCTION
A tourism resort is considered as a commercial establishment which focuses on providing
different kind of services in relation to food, entertainment, shopping that is the need of an
individual person. In this assignment, Mrs. Crowley is considered as a chief operating officer of
tourism sector which is located in Northern Queensland. They focus on providing different kind
of services to its customers such as Daintree rainforest, Great Barrier Reef and Wallaman Falls
as well as many more that help in attracting large number of customer at Marketplace. In this
assignment, there are various framework is utilized for success as well as growth of the
organization. Therefore, the PESTEL analysis as well as SWOT is used for assessing internal as
well as external environment which imposes direct impact on the organization. In addition to
this, the Porter 5 forces model, stakeholder analysis as well as Porter value chain model helps in
providing direction which is necessary for success of organization. They also offer innovative
opportunity which is mentioned in the case study that helps in increasing success as well as
growth in future period of time. In addition to this there is also recommendation regarding
tourism sector is explained in an appropriate manner (Song, Kim and Ko, 2017).
MAIN BODY
PESTLE Analysis
PESTLE analysis is a framework which is used for analyzing external environment
which imposes direct impact on tourism sector. Therefore, the PESTLE analysis in relation to
tourism Resort of Northern Queensland which is going to be mentioned below:
Political factor there are various political factor which include stable government, Brexit
as well as political stability and many more. Therefore, it is necessary to follow government
regulation for smooth running of tourism resort that enforces positive influence on organization.
On the other hand, due to Brexit, it creates uncertainty within business organization which
negatively impact the economic prosperity of country (Tribe, 2016).
Economical factor it involve different kind of factors such as tax rate, inflation,
unemployment as well as deflation and many more. Hence, due to increase in inflation rate it is
not possible for organization to provide employment opportunity to an individual person which

will raise unemployment within country. On the other hand, due to focus on providing services
as per the need of the customer that increases profit margin of the company in future period of
time.
Social factor It involves population, education, income as well as health care system of
an individual person which imposes direct impact on the company. Therefore, the organization
focuses on providing services as per the need of customer which enforce positive influence on
company. On the other hand, due to frequent change in taste and preferences of customer, it is
not easy for firm to provide services as per their needs which enforces adverse impact on the
company.
Technological factor technology plays a very important role within business
organization. Therefore, they focus on implementation of advanced technology in order to
provide appropriate services that help in achieving competitive edge at market place. On the
other hand, due to implementation of advanced technology, it adds extra cost for company.
Legal factor it involves laws, rules, regulation as well as legislation and many more, it is
necessary for organization to provide minimum wage rate to its employees in order to increase
productivity and performance level in future period of time. They also adopt equality act in order
to equally treat with all individual person of organization irrespective of discrimination in race,
gender as well as color and many more. It increases brand image of the company. On the other
hand, due to change in legal policy is it is not possible for firm to follow all the policy in an
appropriate manner (Kasemsap, 2017).
Environmental factor involves weather or climatic condition and many more. Therefore
it is necessary for organization to provide environmental friendly services to its customer that
help in increasing reputation of tourism resort in front of customer at Marketplace.
Therefore, it is necessary to assess external environmental factor for success and growth
of organization.
SWOT Analysis
STRENGTHS WEAKNESSES
 The organization focuses on providing  Due to increase in competition level in

environmental friendly surrounding
involving natural attraction like
Daintree rainforest, Great Barrier Reef
that helps in attracting large number of
customer at marketplace.
 The organization offer superior quality
services to its customer that helps in
increasing profit margin and sales.
tourism resort, it can be considered as
weaknesses for organization.
 Furthermore, due to increase in
inflation rate it is not possible for
organization to provide employment
opportunity to an individual person that
is determined as main weaknesses for
organization.
OPPORTUNITIES THREAT
 Due to implementation of advanced
technology, they offer innovative
facility to its user that helps in
increasing trust of customer at
marketplace.
 The company focuses on providing
innovative facilities to its user that is
considered as a main opportunity for
organization (Anisimov, Bekasova and
Kalemeneva, 2016).
 Due to implementation of advanced
technology, it increases cost for
company that is determined as a threat
for organization.
 The organization does not conduct
appropriate research, so that it imposes
negative influences on company.
Porter five force model
Porter five force models help in providing strategic direction to its organization which
enforces positive impact on company. Therefore, the porter five force model adopted by tourism
resort that is going to be mentioned below:
Degree of existing rivalry: Due to increase in competition level, it imposes direct impact
on the organization. Therefore, it is necessary for tourism resort to provide innovative or unique
services to its customers that help in achieving competitive advantage over rivalries at
Marketplace. In addition to this, it is important for company to offer unique services which is

differentiate from its competitive firm that help in increasing profit margin and sales in future
period of time (Saoud and Jung, 2018).
Threat of potential entrants: Due to take entrance within market, it is necessary for
organization to have a startup cost that is not possible to invest large amount of money. It is not
possible for the newly started firm to increase loyalty and trust in mindset of customer. Hence,
the threat of potential entrants is low because it is not possible for them to increase brand loyalty
in front of customer. For example higher growth in the market of Smartphone that attract
potential entrance but due to increase in competition level it is not easy for organization to invest
money to start a business in smooth manner.
Bargaining power of suppliers: There are very suppliers who provide similar kind of
services to the organization. Therefore, it has been analyzed that the supplier have less
bargaining power because of customer have wider choice. Hence, if the organization does not
provide appropriate services than they switch organization to other competitive firm, it decreases
profitability or sales of organization (McGregor and Robinson, 2019).
Bargaining power of buyers: It is necessary for organization to provide differentiated
services to its customer for increasing experience level of customer during the particular phase of
time period. It also helps in increasing brand image or reputation of the company in front of
customer in Marketplace.
Threat of substitutes: There are various competitive firms who provide similar kind of services
so that it is necessary for organization to offer differentiate or unique services to its customer for
increasing profit margin and sales of the company. For example, Starbuck is well known for
company but there are various coffee houses that provide similar kind of services so that it is
necessary for them to offer unique services in order to gain competitive advantage over rivalries
at market place.
Stakeholder Analysis
Stakeholder analysis focuses on internal operations as well as resources of organization.
The organization also focuses on present technology that provides value to business
organization. It also helps in achieving competitive advantage over rivalries at Marketplace.

Therefore, it is necessary to analyze the stakeholders such as supplier, employees, customer as
well as government and many more that is going to be mentioned below:
Employees it is necessary for organization to provide positive environment to its
employees in order to increase their motivation level for providing better services to its
customer. It is also necessary for firm to offer effective training that help in increasing
productivity level of business organization. They also focus on analyzing current performance
with desired performance in order to take corrective decision which will be beneficial for
business organization.
Customer it is necessary for business organization to provide innovative and unique
services to its customers for satisfying them. It increases profit margin or sales of the company in
future period of time. It is also helpful in achieving goals as well as objective in targeted period
of time
Government for smooth running of business organization, it is necessary for company to
follow rules as well as regulations which is implemented by government. It increases brand
image of reputation of the company in front of customer at Marketplace.
Porter value chain model
There are two type of activity in porter value chain model that is considered as a primary
and support that is going to be mentioned below:
Primary activity directly connected to the physical generation, sales maintenance and
product as well as services which are given below:
Inbound logistic there are different kind of processes which is connected to receiving,
storing as well as distributing products internally that help in generating value for business
organization. This product is also helpful in providing appropriate services to its customer during
the particular phase of time period (Vargas-Sánchez, 2018).
Operations here in the input are converted into output and that is helpful in providing
appropriate tourism services to its user that increases value for its customer.

Outbound logistics herein, the organization focuses on providing appropriate services to
its customer that increases profit margin of sales of the company.
Marketing and sales It is considered as a process that helps in influencing client to take
their services instead of competitors. It also helps in achieving competitive advantage over
rivalries at marketplace. The tourism resort focuses on adopting different promotional techniques
such as sales promotion, advertisement and many more in order to attract large number of
customer towards their services (Mackay and Spencer, 2017).
Support activity is that activity which provides support to its primary function in marketing as
well as sales that is going to be mentioned below:
Procurement here in the organization focuses on getting resources which is necessary
for providing better services to its user.
Human resource management organization focuses on hiring trained as well as
competent staff in order to provide good services to its customer and it increases profit margin or
sales in future period of time.
Technological development Herein, the organization focuses on implementing advanced
technology that help in increasing information regarding taste and preferences of customer and
provide them services as per their need.
Infrastructure it is also considered as the support system of organization that help in
implementing different operation of organization in an appropriate manner which is the
advantageous during the particular phase of time period.
Innovation opportunities
There are various innovation opportunities which must be grabbing by business
organization in order to increase customer experience that is going to be mentioned below:
 The organization focuses on changing profile of tourist for bringing innovation within
business organization. They focus on increasing awareness or experience level of tourist
that help in increasing brand image or reputation towards services provided by firm.

 Furthermore, it is necessary for tourism resort to consider economic, social as well as
environmental factor that is necessary for achieving sustainable competitive advantage at
marketplace.
 Globalization is the main concept that helps in bringing innovation with within business
organization that helps in achieving competitive advantage over rivalries at marketplace.
Therefore, there are various things which must be considered to bring innovation in business
organization. In present report, they adopt globalization in order to bring innovation within
business organization. The focus is on operating their business at global level in order to achieve
leading position at market place (Samori, Salleh and Khalid, 2016).
Review and monitor the progress of innovation opportunity
There are various advantages of innovation which is helpful in review as well as monitor
the progress of organization that is going to be mentioned below:
Improved productivity innovation is helpful in bringing new technique in order to
implement or conduct their work in an appropriate manner that increases productivity of
organization. It is also helpful in increasing productivity and reducing costs that help in
increasing competitive advantage over rivalries at marketplace.
Increasing profitability as well as turnover in order to bring innovation, it increases the
sales as well as profit margin in future period of time. It is beneficial for business organization to
bring innovation for achieving success as well as growth of the organization in pre-decided
period of time. It also helpful in review the progress of the company due to bring innovation
within organization.
Improved brand cognition and value if the organization offer innovative services to its
customers than it is helpful in achieving competitive advantage over rivalries at Marketplace. It
is also helpful in increasing brand image or reputation of the company in front of customer in
Marketplace. It is necessary for business organization to implement advanced technology in
order to provide superior quality Services to its customers for satisfying them (Kot and Kozicka,
2018).
Innovation opportunity is linked to technological innovation and provision of a sustainable
Tourism services

It is necessary to implement technological innovation that help in analyzing current
position and also explain its strategic direction in an appropriate manner. Therefore, it is
necessary for business organization to analyze its strength, threat, opportunity as well as
weakness which helps in achieving sustainable competitive advantage at Marketplace. In
addition to this, it is necessary for organization to identify the core competencies as well as value
proposition that is provided to its customer (Dvarskas, 2017). Apart from this, it is necessary to
analyze the resources as well as capability which are necessary for achieving long term objective
of organization. Therefore, due to implementation of technology, it is also helpful in identifying
core competency as well as capabilities such as logistic management, advertisement and many
more. It is necessary for organization to analyze the technical capability for maintaining
advanced technology within business organization. There are various strategies which are
necessary for formulating technological innovation that is going to be mentioned below:
Defining the organization strategic directions it is necessary for tourism resort to
clarify their strategic direction that help in achieving goals as well as objective in pre-decided
period of time. The technology helps in bringing innovation which helps in providing better
services to its customers which is helpful for organization.
Choosing innovation project here in the organization focuses on bring innovation which
is necessary for increasing profit margin and sales of the company.
Collaboration and partnering strategies here in the tourism resort focuses on
collaboration with other firm in order to increase brand image or reputation of company in front
of customer at Marketplace. It also helps in increasing experience level of customer during the
particular phase of time period.
Protecting innovation After implementation of above mentioned strategy, it has been
analyzed that it is necessary to implement innovation within business organization that helps in
achieving competitive advantage over rivalry at Marketplace.
Recommendation
There are various recommendations which is useful for tourism resort that is going to be
mentioned below:

 It is necessary for business organization to implement advanced technology in order to
provide superior quality Services to its customers for satisfying them. It is also helpful in
achieving competitive advantage over rivalries at Marketplace.
 Furthermore, the HR manager of the organization focuses on hiring trained as well as
competitive workforce that help in providing better services to its customer. It is also
helpful in increasing productivity as well as performance level of the organization during
the particular phase of time period. It also increases loyalty or trust of customer towards
the services provided by firm.
 The other recommendations for organisation are that they conduct appropriate research in
order to analyze the need of customer. Then they focus on providing them services as per
the need of the customer which increases profit margin and sales of the company in
future period of time.
CONCLUSION
On the basis of above mentioned report, it has been analyzed that A tourism resort is
considered as a commercial establishment which focuses on providing different kind of services
in relation to food, entertainment, shopping that is the need of an individual person. Therefore,
the PESTEL analysis as well as SWOT is used for assessing internal as well as external
environment which imposes direct impact on the organization. In addition to this, the Porter 5
forces model, stakeholder analysis as well as Porter value chain model helps in providing
direction which is necessary for success of organization. They also offer innovative opportunity
which is mentioned in the case study that helps in increasing success as well as growth in future
period of time. In addition to this there is also recommendation regarding tourism sector is
explained in an appropriate manner.