Contents

• Introduction 1
• Analysis of the Business Environment - External Analysis 1
• Internal Analysis 3
• Identification and Evaluation of the Current Strategy 4
• Conclusion 7
• References 8

Description

Strategizing is one of the key organizational activities. Strategy is the chosen approach or means to achieve the organizational objectives. Strategy and the organizational aspirations are closely interlinked. There are many approaches to strategy making. Some of the common approaches of strategies are proposed by Porter (1980), Ansoff (1988) and Bowman (1995) (Grant, 2013). All these authors have the common objectives of providing a proper strategy that best fits the organizational abilities, aspirations and the market conditions. Strategy can be arrived by careful planning and the selection of the best choice among the available options. Or the strategy can be forced to evolve due to the changes in the internal and external environment of the organization (McKeown, 2012). Oman is gradually becoming the preferred touristic destination among the Middle East nations, second only to UAE (Times of Oman, 2014). Oman’s vast natural inland resources and the long sea fronts have made it the ideal destination for the travellers not just from the Middle East region but also for the people around the world. Zahara Tours, Oman is one of the oldest travel and tourism companies in Oman. This report attempts to understand the internal and external environment of the company and its current business strategies. The company also attempts to identify the shortfalls in its current strategies that could pose problems for the company in the future.