Day 2: SWOT and the Strategy Development for our travel company

This is the first step that we have to make as a Company, think always first in the Strategy and then in the tools:

1. Strengths: characteristics of the business or project that give it an advantage over others.

1. Weaknesses: characteristics that place the business or project at a disadvantage relative to others.

1. Opportunities: elements that the project could exploit to its advantage

1. Threats: elements in the environment that could cause trouble for the business or project

Coca Cola has a good example: we should develop our brand communication strategy with 70% lower risk for the general public, 20% of innovative ideas for very specific target groups and 10% for experimental trend themes.

A SWOT analysis is a framework for this purpose:

Backpacking brand ID / message / brand communication

• Target group (South America)
• Low earners (students, youth, individuals) 400 - € merit
• Downshifter (With little money outputting)
• Nature and backpacl
• Eco-Friendly / Sustainable
• Adventure
• Mobility
• Self-realization

Opportunities:

• Find niches / strong proponent
• Networking
• Benchmark

Risks:

• Political uprisings
• Naturkatzastrophen
• Diseases
• Crime
• Output limit is too low / break - up narrow

After to think about all of this points, we are available to answer for example:

• What do we want to be as a Brand, what do we want to transmit to the people
• How should be the customer relationship that we want to have
• What do we expect from the target group, what is the value that we want to give them.