Assignment Task:
This assessment is an individual case study report that focuses on a tourism business and the factors that shaped its operations between 2019 and 2022. Each student is required to analyse TUI Group’s business environment within the United Kingdom and globally using the case study provided, the UK Government tourism recovery plan, TUI Group’s annual reports and other relevant sources.
Module learning Outcomes:
LO2: Understand and interpret information relevant to an analysis of a firm’s business environment.
LO3: Demonstrate an understanding of how economic, political, social, technological, environmental, and ethical factors impact on business activities and their stakeholders.
Overview of the assignment
Business environmental dynamics have significant impact on the performance of any business, its relationships with stakeholders and its strategic direction. For instance, the need to analyse the impact of environmental dynamics, fluctuation and uncertainties have become more crucial than before because of the recent Covid-19 pandemic. As Worthington, et al. (2018) argues, it is essential for business owners and leaders to constantly analyse the business environment due to its complex nature. This implies that an analysis of the business environment helps to better understand the environment an organisation operates in, the types of organisations it competes and interacts with and the dynamics of different markets. This also help organisations to deal with contemporary socioeconomic, political, and legal factors (Worthington, Britton, and Thompson, 2018).
Consequently, this assignment provides the opportunity for students to demonstrate the ability to understand and interpret information relevant to an analysis of a firm’s internal, micro and macro business environments. The evidence of this ability will be submitted as 2000 words written case study report.
Required task:
Interpret the information provided in the case study, the UK Government tourism recovery plan and TUI Group’s annual reports by explaining how the chosen information will impact TUI Group’s internal, micro and macro environments in positive and negative ways. See the assignment guide for a breakdown of this task.
Assignment Guide-Case Study
This Assignment Guide should be used with the Assignment Brief. Its purpose is to provide guidance on the best way to meet the task requirements in the assignment brief. It also gives an indication of what the marker will be looking for in the case study.
Introduction (200 words)
The introduction should include (but not limited to):
- A brief explanation of the aim of the case study
- A definition of the internal business environment
- A definition of the micro business environment
- A definition of the macro business environment.
Section 1 (400 words)
This section should give a summary of TUI Group by including the following (but not limited to):
- Business overview (e.g., key events, products/services, business type, legal structure)
- Size (e.g., annual revenue, number of employees, scale of operation, market share)
- Sector and industry of operation
- Direct and indirect competitors
- Organisational structure and leadership team.
Section 2 (400 words)
This section should interpret the information provided by including the following (but not limited to):
- The impacts of the Covid-19 Pandemic on TUI Group’s internal environment.
- The impacts of the UK government’s recovery plan on TUI Group’s internal environment.
Section 3 (400 words)
This section should interpret the information provided by including the following (but not limited to):
- The impacts of the UK government’s recovery plan on TUI Group’s micro-environment
- The impacts of the Covid-19 Pandemic on TUI Group’s micro-environment.
Section 4 (400 words)
This section should use the information provided to analyse TUI Group’s macro environment:
- The impacts of STEEPLE factors on TUI Group’s operations.
Conclusion (200 words)
This section should include (but not limited to):
- Suggestions for TUI Group to improve considering the micro, internal and macro analysis
- Recommendations on how TUI Group can benefit from the UK government tourism recovery plan.