Greek Tourism Industry Improving the Tourist Product

Assignment Task

Abstract

This case study describes the internal and external environment of the Greek tourism industry. It analyzes the strengths and weakness of the Greek tourist product, presents different subsectors of the tourism industry, and compares Greek tourism to the external and internal competition of the country. The case puts students into the position of a strategy consultant hired by the Greek government to evaluate the internal and external environment of the Greek tourism industry and to propose a strategic plan to guide Greek policymakers in improving the Greek tourist product and achieve stable and healthy growth rates of the Greek tourism industry.

Introduction

Since 2013, the unexpected boom of the Greek tourism industry has been one of the main contributors to the growth of the Greek economy. Catherine Douka’s company had been hired by the Greek government in March 2018 to assess the reasons for such an increase in the number of tourist arrivals and attempt to provide an appropriate strategic plan that would guide the country toward sustainable growth rates for this industry. Catherine has decided to start her research by examining the key elements of the industry, while also assessing industry strengths and weaknesses relative to those of the main competitors, which are Spain, Italy, Turkey, Croatia, and Cyprus. She plans to use this information to suggest improvements in the policies and actions needed to increase the quality of the tourist product, which, in turn, would contribute to stable growth rates and a potentially bright future for the Greek tourism industry.\

Key Information

Catherine began her research into the Greek tourism industry by looking into the country’s key figures to find the inefficiencies of this sector. Her investigation revealed that in 2016 the tourism industry contributed 18.6% to gross domestic product (GDP), and employed approximately 860,500 people (direct and indirect contribution) (SETE, 2016). Since 2013, this sector has continuously been growing; therefore, tourism professionals and industry experts have been projecting that the number of the tourist arrivals would increase even more in the following years (Samitas, Asteriou, Polyzos, & Kenourgios, 2018). In 2016, the Greek tourism industry accounted for 2% of the global market share, and the country was in the 29th position of the world ranking with respect to the contribution of tourism to the Greek GDP (SETE, 2016; World Travel & Tourism Council, 2017). Most importantly, the number of tourist arrivals in that year reached approximately 25 million people (World Travel & Tourism Council, 2017).

The task for the assignment is to conduct a strategic analysis of Greek Tourism Industry: Improving the Tourist Product Case using the Exploring Strategy - Strategy Checklist. The case puts students into the position of a strategy consultant hired by the Greek government to evaluate the internal and external environment of the Greek tourism industry and to propose a strategic plan to guide Greek policymakers in improving the Greek tourist product and achieve stable and healthy growth rates of the Greek tourism industry.

1. Strategic Position - What does the case tell you about the strategic position of the Greek Tourism Industry? Consider these Strategic Position questions we covered in the tutorials (What are the environmental opportunities and threats?

• What are the organisation’s strengths and weaknesses?
• What is the basic purpose of the organisation?
• How does culture fit the strategy?
• Who are the stakeholders?) when answering the question. (Make use of any of the strategic position’s models or tools to evidence your discussion PESTEL, Porter’s Five Forces, VRIO or SWOT)

2. Strategic Choices - From the case details, what might be some strategic choices that you as a consultant may suggest that are available to Greek Tourism Industry to develop a strategic plan to improve the Greek tourist product and achieve stable and healthy growth rates of the Greek tourism industry? Choose no more than 4 choices (800 words) Consider any of these Strategic Choices questions we covered in the tutorial (How should business units compete? • Which businesses to include in a portfolio?

• Where should the organisation compete internationally?
• Is the organisation innovating appropriately?
• Should the organisation buy other companies, ally or go it alone?) when answering your question. (Make use of any of the strategic choices’ models or tools to evidence discussion - Porter’s Generic & Hybrid Strategies, The Strategy Clock, or Ansoff’s product/market growth matrix).

3. Strategy in Action - From the case details, what might be some considerations you as a consultant may have in terms of evaluating and implementing the strategies outlined in Question 3 strategic choices that are available to the Greek Tourism Industry to develop a strategic plan to improve the Greek tourist product and achieve stable and healthy growth rates of the Greek tourism industry and choosing one strategic option to pursue? (400 words) Consider any of these Strategy in Action questions we covered in the tutorial that are appropriate to the case (Are strategies suitable, acceptable and feasible?

• What kind of strategy making process is needed?
• What are the required organisation structures and systems?
• How should the organisation manage necessary changes?
• Who should do what in the strategy process?) when answering your question. (Make use of any of the Strategy in Action’s models or tools to evidence discussion – SAFe)

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