Appendix B. METHODOLOGY FOR A SWOT ANALYSIS
SWOT ANALYSIS QUANTITATIVE METHOD
RURAL, ECOLOGY AND CULTURAL TOURISM SECTOR
CORE COMPANY RITA
TRIPS BETWEEN $800 AND $1,500 MEXICAN PESOS PER DAY
PREPARED BY: LAILA ELIAS LIAN IN COLLABORATION WITH RITA
NOVEMBER 01, 2008
SERVICES per day
FIELD 1
FIELD 2
RITA
ACCOMMODATIONS
320.00
350.00
250.00
Average cost of TOURS
450.00
400.00
310.00
Average cost of SPORTS
520.00
420.00
500.00
Average cost
CULTURAL EVENT
600.00
600.00
650.00
SWOT ANALYSIS
S
S
1
RITA’S accommodations price is better than the
competition
S
2
RITA's average cost for tours service is more attractive
than the competition.
S
3
Cultural events are good quality and with an excellent
impact on tourists.
W
W
1
The average cost of RITA’s extreme sports
activities shows a certain weakness as it is not the most
economical in its category.
W
2
The average cost of RITA’s cultural activities is the
most expensive service.
O
O
1
RITA’s price for tourist services is relatively better than
the competition.
O
2
In order to improve the performance of the services
offered, group packages different from the competition
(direct or indirect) will be offered.
T
T
1
Spending on cultural events is greater in comparison
with RITA’s competition.
T
2
The greatest threat for RITA is that its competitors
have designed packages whose services and prices are
lower but with very good quality.
T
3
Despite the fact that RITA does not have too many
competitors, it needs to improve certain aspects, such
as:
technology, performance, administration,
segmentation, promotions.
TABLE OF ACTIONS TO FOLLOW
Build strategic alliances with international agencies to offer discounts and
promotions every 6 months.
Renewal policies should be established for the existing databases so that
clients that have previously requested RITA’s tourist services can do so
again (post-sale service).
Maintain its pricing policy, lower the price of cultural events and offer
discounts for groups. It could also implement a points system for their next
tour. These measures would allow RITA to penetrate a larger market niche
and obtain more clients.
RITA should renew its services and image every 2 years.
RITA should segment its clients in order to gain in-depth knowledge of their
profile and offer suitable packages for each one of them.
As part of its advertising campaign, emphasize the fact that RITA’s services
are 100% ecological, natural, with a high cultural content and exclusive to
Mexico.
In prices of group packages, a discount will be offered provided that it is
paid in cash.
Alliances with similar providers of tourist services around the world will be
made.
RITA should improve the quality and technology of its services. This means
increasing its technology, promotions and professional services.
26
Convention