Competitive Strategy for Tourism, Aged Care and Education Industries in Australia

Running head: COMPETITIVE STRATEGY
Competitive Strategy
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1COMPETITIVE STRATEGY
Tourism industry Australia
The tourism industry in Australia has a significant role in the Australian economy.
Tourism industry provided 4.5% of the Australian GDP in the year 2016-2017 (Mistilis et al.
2014). In addition, domestic tourism also provides significant revenue to the Australian
economy. Strengths of the tourism industry of Australia are associated with the safe environment
and world-class nature. Weaknesses of the tourism industry are associated with the busy
destinations, immense distances between two places and expensive tourism.
Pure Travel is an Australia based travel agency and this organisation mainly does the
corporate travelling. Pure Travel organisation was established in the year 2001 and this
organisation is licensed as a travel agent (Puretravel.com.au 2018). Pure Travel has accreditation
from Australian Federation of Travel.
SWOT analysis
Strengths: Pure Travel is the member of American Express and this partnership offers
the client assistance from 2,200 travel locations in more than 133 countries. American Express
helps the organisation with worldwide buying power on car rental, hotel and airfares. In addition,
Pure Travel runs as boutique style travel service led by hands-on owner. Moreover, Pure Travel
offers exceptional service and guarantee that the guests will be impressed by the hard-working
staffs. The strength of Pure Travel lies in the leadership of the CEO Valerie Davis and with the
exceptional team members (Puretravel.com.au 2018). This travel agent has bulk deals for the
guests and the guests have world-class facilities.
Weaknesses: Pure Travel mainly provides corporate travelling and therefore, the leisure
travellers are not enthusiastic about Pure Travel. Pure Travel has been facing the issue of

2COMPETITIVE STRATEGY
providing value to the customers. The service to the corporate guests must be high standard;
otherwise, the corporate booking will be reduced with time. In addition, Pure Travel does not
adopt new service or patterns quickly enough and the organisation is not much technology
friendly. The travel industry has less or more been standing as onlookers on the technical
revolution and not being technology friendly can be a loss to huge potential (Armstrong et al.
2016).
Opportunities: Pure Travel needs to educate the guests regarding the customer service
and tourism destinations. Mainly millennials must be the target and Pure Travel can make a
partnership with the large corporate houses to increase the customer base. Pure Travel needs to
embrace the technology and it would enhance the customer experience. Online packaging will
increase the customers and customers will know what they would be getting from the package.
Threats: In Australia, the threat lies on the expensive travelling in Australian tourists
spots and the domestic guests are not ready to pay this much. Pure Travel is doing mainly
tourism in the international market and general economy may not support the travel companies to
rise up. The downturn of the economy may affect the customers' travelling habit (Armstring et al.
2016). Pure Travel needs to attract the corporate offices more to survive in the industry.
Aged care Australia
The Australian population is going aged and this demographic shift is changing the
healthcare scenario in Australia. Strengths in aged care are the ability to work in team and
availability of nurses (Baldwin et al. 2016). Weaknesses of aged care lie in the involvement of
the healthcare professionals and knowledge gap of the practitioners. In addition, opportunities in