ISYS 40151: New Business Venture - Case Study of Footsteps: a Small Family Business - Business Opportunity - Management Assignment Help

Assignment Task:

Scenario:
You are the CEO of Inter-Net Ltd., a new IT consultancy business that Footsteps Historical Tours has engaged to evaluate how they should update the IT side of their business so that they can trade on the Internet.
 
Prepare a report for the management of Footsteps Historical Tours which focuses on the following areas.
 
1. Prepare a strategic analysis of “Footsteps Historical Tours”; the company and its position in the global tourism market.

2. Prepare an IT-based marketing plan that will enable the company to trade as a successful online travel business. You should consider the relative IT inexperience of the current business owners and recommend suitable hardware and software, considering changing perspectives in entrepreneurship theory.

3. Recommend a timescale for Footsteps Historical Tours to implement the IT project.

Case Study:

It’s Not Your Business! - Footsteps: a small family business.
 
Company background:

Footsteps were established by Roger and Judith Ironridge twenty years ago in 1983. It was originally an extension of their hobby of visiting battlefields and other historical sites. Roger and Judith had first met when studying history at university and both became teachers on graduating. They left teaching after three years and established the business as an alternative way of utilising their history expertise. The business very quickly reached a level of turnover that gave them an income matching their teaching salaries. They employed two full-time office workers and used the services of part-time tour guides, who were typically PhD students from the nearby university or teachers working in their vacations. Roger and Judith have been happy to keep activities at this level over most of the history of the business, not just because it gave them an income with which they were comfortable, but also because it gave them time to do extensive ‘research’ on new historical sites. The business was giving them an opportunity to pursue their much-loved hobby as well as giving them a living.

Venture Footsteps currently attracts a client base of mature people. The tours appeal to customers interested in history, culture and the arts who are looking for a holiday which is both relaxing and stimulating. Their clients might also take trips to the Hay-on-Wye book festival or the Aldeburgh music or poetry events. Footsteps have earned a considerable reputation based upon the quality of the research that underpins each tour. Footsteps tours have included visits to Lincoln, York and Edinburgh where guests receive an excellent guide to the history and culture of the area. Food plays an important part in the tours and dinners are organised in outstanding historic inns and restaurants. The company also organises themed holidays, such as the recent – and very successful – “In Queen Mary’s footsteps”; a tour of historical places where Mary Queen of Scots was imprisoned. The following quote from Roger in the film illustrates their loyal customer base:
 
I’m going to start by talking about the number of letters I have received from customers that are very satisfied with our services, particularly one Mr Smythe, who has just informed me satisfactorily that in fact, his experience with our company has sparked a long term lost interest in history and that in fact, this has motivated him to go on to do an Open University course, which is fabulous.

Roger and Judith – Footsteps – A first-generation family business 
Roger and Judith have been running their business as a joint venture for over twenty years. They have one daughter Isabella who went to work in the United States after her graduation. Roger and Judith enjoy working together and the income from the business gives them a satisfactory lifestyle. They met at London University where they were both studying history. Roger went on to start a PhD (topic) but abandoned it after about eighteen months because his enthusiasm for his subject and attention to detail was too excessive and this prevented him from writing anything in a final format. He moved into teaching and hoped that he may progress his doctoral thesis in his own time and at his own pace.

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