Strategic Analysis: One Life Tourism's Sustainable Growth and Plans

This report provides an overview of One Life, an Asia-based tourism company, focusing on its goals, organizational values, past operations, and current operational issues affecting sustainable growth. It identifies challenges such as globalization, taxation, and marketing costs. The report also exp...Read More

Foundation Year
Research Project

Contents
Contents...........................................................................................................................................2
INTRODUCTION/ Overview.........................................................................................................1
Goals................................................................................................................................................1
Organizational values and vision.....................................................................................................1
Past operation...................................................................................................................................2
Current operational issues that ensures organisation’s sustainable growth?...................................3
State the plans of the organisation in terms of market development and product development.....4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION/ Overview
One Life is the Asia based tourist company that is providing tour and travelling services to
their customers that can help to provide good level of experience and services to their customers.
One Life was started with one idea, to create ethical, transformational travel experiences for
adventurous individuals. It has been seen that people is spending their holidays by visiting
different places that can help to provide them good level of travelling and tourism experiences
(Cohen and Cohen, 2019). This is most important for individual to gain knowledge about
different places and make decision to visit that can help to maintain higher performance and
productivity. The organisation is not having ordinary group tours. In travel and tourism, it gives
something different to the norm while making positive impact on the communities.
One Life provide unique, cultural experiences and activities in each destination visits by
people. This arrange sit for people and when look out of the window of while flying that
provides good life-changing experience to people that can help to maintain higher performance
and activities. The organization is maintaining long standing relationship with customers and
suppliers. This also helps to make endless value and depth experience by offering different types
of travelling expenses.
Goals
 To become one of the most recognisable companies in Asia for providing good tourism
services.
 To provide full package of services making the business unique in this area.
 To keep the company competitive and profitable by providing good travel and tourism
services.
 To provide the best and safest service in different location and develop brand image
within 2025.
 To expand the business in the future converting it into franchise within 2025.
Organizational values and vision
Vision
The vision statement is “To be world’s most trusted and innovative tourism company by
influencing guests and others.”
Mission
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The mission statement is “To expand customer experience and visiting places that can help to
influence people to make more buying decision.”
Values
One Life is specialising in lifetime trips, that gives off-the-beaten track adventure for which
people is looking for. The organization have explored high and low unique activities in each of
hand-picked destinations. The management of such organization understand the requirement of
their customers as well as guests and introduce different tour packages for different destination
that can help to provide good life memories. While travelling and tourism services, chosen
organization is formulating different strategies and tour packaging every year that can help to
provide new memories. This use a tagline “Spend your days making the most of every minute;
we’ll take care of the rest!” The management is having major role as it came to know what
people wants and what place they wants to visit so that packages and destination is decided
accordingly (Jaelani and Handayani, 2019).
Past operation
One Life is the tourism organization in Asia that makes planning and strategies for people to
provide travelling services. The company is having personal experience in tour packages and
maintain higher performance by bringing changes in their products and services. The vision of
One Life, is to influence people by providing most trusted and innovative tourism services. The
company and management is having good understanding of the customers and their buying
behaviour that supported to development of organization (Sharpley, 2020). In the past period, the
company assessed to wide range of potential customers that keep in touch on the basis of past
work and experience. The organization introduces new tour packages and travelling services for
their customers at affordable prices that helps to development in organizational sales and
productivity effectively (Kaminskaite, 2021).
The organization focused on responsible tourism that have in the heart of tours since day
one. Anyone enjoyed hiking, snorkelling, and other form of travel as they have responsibility to
take care of planet. The tour management analysis the market and route then decide the provide
travelling and tourism services to their customers. The customers who have taken the experience
share their positive reviews which supports to improve organizational performance. The people
who have used the services of company, shared their experience and upload their pictures that
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helps to influence number of people and supports to develop organizational productivity. The
tour adviser, guides their guests and provide all information regarding visiting places and tour
packages. It also arranges different kind of food services as per customer taste which helped to
develop organizational productivity (Patten, 2020).
Current operational issues that ensures organisation’s sustainable growth?
One Life operated their business by managing all travelling activities and providing right
information that supported to development of organization. Currently, company is facing
different issues in their operation and sustainable growth that are as explained:
Globalization: This is major issue that arises while providing products and services from
one country to another. There is need to create uniform standards and protocols which is difficult
for One Life organization to provide good and unique experience to their customers. To make
sustainable growth company needs to know how to connect with the foreign traveller (Higgins-
Desbiolles and et.al, 2019).
Taxation: It has been seen that tourism is the one of the most taxed sector as it pays
higher taxa amount to government that affects the organizational productivity. One Life facing
the challenge of changing and higher tax rates due to changing government that creating issues in
operation and sustainable growth. To resolve this issue, government must come to realise that
tourists already contributed to local economy through purchasing, travel retail, and visiting
places. There is need to charge average price from tourism company that can help to contribute
in sustainable growth.
Travel marketing – This is another issue facing by One Life as marketing expenses of
company increasing day by day that created challenge to operate their business. To provide
information and influence number of people marketing is important which should be used by
organization as it helps to make buying decisions. To use digital marketing and social media cost
of chosen organization increases that affected organizational productivity and profitability (
Torkington, Stanford and Guiver, 2020).
Impact of operation on environment and CSR activities of chosen organization
The operational activities of One Life impacts negatively on environment and CSR activities
that affected organizational performance. The people or guests is changing their buying
behaviour and selecting other organizational to booking tour packages. The CSR activities of
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organization goes down due to lack of society trust, honesty and changing behaviour (Edgell,
2019).
State the plans of the organisation in terms of market development and
product development
To improve operational activities of organization strategies is most important that used by
people to bring changes in their existing performance. To develop the organizational
productivity, marketing management have major role who conduct environment analysis that
support to operate a business effectively. One Life is following the Ansoff’s growth matrix for
the purpose of running business that explained below:
Market Penetration: This strategy is related to increasing sales of organization by
selling existing products in existing market. This is important for company to influence
customers by selling existing products at lower price that can help to increase sales. One Life can
use this strategy, by offering its travelling and tourism services at lower cost in existing market
that can help to influence people and develop sales (Mtapuri and Giampiccoli, 2019).
Product development: This planning relates to offering new products to an existing
market that attracts number of people and improve sales. This can be used by One Life, by
introduce new tour packages and other services which would help to development of
organizational operation. This also helps to maintain higher performance (Kumar, 2020).
Market development: The strategy encompasses selling existing products in new market
that can help to manage the organizational performance and productivity. One Life can use
market development strategy by entering in to new market and providing tourism services
through including new technology that will help to develop organizational performance and
improve brand image (Bello and Kamanga, 2020).
Diversification: This strategy mainly focuses on entering in to new market by introducing
new products that can help to develop organizational performance. This can be use by selecting
company to provide new tourism packages in new market and country that could help to
influence number of people and increase organizational productivity. This also helps to maintain
higher performance by managing all function as well as activities.
From the above, One Life should be use diversification by deciding new tourism
packages and new market that would help to influence number of customers and development of
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business industry. This also helps to brings changes in their existing performance by formulating
and implementing effective planning.
CONCLUSION
From the above it can be concluded that tourism industry made for providing good
experience to people that can help to develop organizational performance. To improve past
performance there is need to have strategic planning and new services that can help to bring
changes and maintain higher productivity.
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REFERENCES
Bello, F. G. and Kamanga, G., 2020. Drivers and barriers of corporate social responsibility in the
tourism industry: The case of Malawi. Development Southern Africa, 37(2), pp.181-196.
Cohen, S. A. and Cohen, E., 2019. New directions in the sociology of tourism. Current Issues in
Tourism. 22(2). pp.153-172.
Edgell, D. L., 2019. Managing sustainable tourism: A legacy for the future. Routledge.
Higgins-Desbiolles, F., and et.al, 2019. Degrowing tourism: Rethinking tourism. Journal of
Sustainable Tourism.
Jaelani, A. K. and Handayani, I. R., 2019, October. Regulation of Regional Government on Halal
Tourism Destinations in West Nusa Tenggara Province after Constitutional Court
Decision Number 137/PUU-XIII/2015. In 3rd International Conference on
Globalization of Law and Local Wisdom (ICGLOW 2019) (pp. 107-110). Atlantis Press.
Kaminskaite, V., 2021. Covid-19: Looking back at the experiences of graduates and educators
during the interim Foundation Year 1. bmj, 374.
Kumar, V., 2020. Indian tourism industry and COVID-19: present scenario. Journal of Tourism
and Hospitality Education. 10. pp.179-185.
Mtapuri, O. and Giampiccoli, A., 2019. Tourism, community-based tourism and ecotourism: a
definitional problematic. South African Geographical Journal= Suid-Afrikaanse
Geografiese Tydskrif. 101(1), pp.22-35.
Patten, A. E., 2020. TEAMMATES: Improving the Student and Staff Group Assessment
Experience. Journal of the Foundation Year Network. 3, pp.21-30.
Sharpley, R., 2020. Tourism, sustainable development and the theoretical divide: 20 years
on. Journal of Sustainable Tourism. 28(11), pp.1932-1946.
Torkington, K., Stanford, D. and Guiver, J., 2020. Discourse (s) of growth and sustainability in
national tourism policy documents. Journal of Sustainable Tourism. 28(7), pp.1041-
1062.
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