Topic: external environmental analysis

Preferred language style: English (U.S.)

In this assignment you will prepare a report focusing on the external environmental analysis
of a particular tourism product or service. This will demonstrate your familiarity with tourism
industry-specific concepts and communications. You should consult and refer to at least ten
(10) related academic sources, and whatever other secondary sources (e.g., newspaper
articles, government publications, travel statistics, tourism trend data etc) are relevant.

A report is typically a formal document that is written for a variety of purposes, for example,
in the sciences and business disciplines. Generally, findings pertaining to a given or specific
task are written up into a report. Reports are often official documents and need to be
precise, accurate and easy to interpret. Overall, a report should thoroughly inform the reader
on the chosen subject area and include pro- and contra-arguments as well as specific
recommendations.
In this case you will complete an external environmental analysis for an existing small to
medium-sized organisation, and write it up in a comprehensive report. In other words, the
report focuses on the organisation?s external environmental factors like socio-cultural,
economic, political and global factors and how these shape the marketing of its product
and/or service.
The report structure should have an introduction (giving the background and outline of the report), and discuss the marketing of its product and/or service in light of external environmental analysis from several point of views, and conclusions (stating the main
implications) as well as recommendations. Appropriate headings and sub-headings should be used, as well as correct spelling and grammar. All in-text and bibliographical referencing needs to be correct.

Report Criteria
Presentation:typed, 12 point,1,5-spaced, and on A4 paper,appropriate margins, spacing, and headings (if applicable)
if appropriate, suitable graphs and/or tables are used correct referencing of sources both in-text and in the bibliography (including all direct and indirect quotes as well as images)correct use of spelling, grammar or syntax
Research:appropriate and relevant (academic/scholary)
references (books, essays in edited books, academic
journals) – minimum of 10 sources
Argument and Understanding: identification of a suitable company and its tourism product(s) and/or services identification as well as thorough and complete discussion of external environmental factors appropriate recommendations are made
depth of response is appropriate with evidence of critical and independent thought
Structure: good structure with good transitions between paragraphs use of appropriate headings and sub-headings a good introduction, discussion of organisation, its product(s) and/or services, the external environment and various key arguments/point of views, and conclusion (stating the main implications as well as
recommendations) are given