Read the case and answer the following questions 15Marks :

Sun Worshippers UK Ltd are an independent, family run Travel Agency. The company has been in operation for 10 years and specialises in short haul package holidays and tours around the UK & Mediterranean countries. The Agency is based in an affluent location with many customers who are over 50 years old and often book 3 or 4 holidays each year. An increasing number of their customers make group bookings so that they can share their travel experiences with extended family and friends. In a recent customer survey, the company received positive feedback on their selection of holidays and most customers stated a preference for the personal attention they receive from Sun Worshippers. A few customers however, commented that they would spend over an hour talking about potential destinations with the Agent before selecting a holiday and also commented that they would like the Agency to provide online virtual tours so that they could get an idea of the travel locations at home before they came into the Agency to book. The survey also revealed the increasing number of travellers who were concerned about the impact their holiday would create on their Carbon Footprint. The company is a member of ABTA and takes its voluntary subjection to this travel regulator very seriously. The company also appears to understand their obligations under EU Travel Regulations and the Package Travel, Package Holidays and Package Tours Regulations Act 1992. In recent years Sun Worshippers has successfully promoted Lunar tours of Tunisia and the Anthony & Cleopatra Tour of Egypt. However, due to the civil unrest in Northern African countries recently, the British embassy has advised caution when travelling to these areas, though travel has not been prohibited due to the potential impact on future relations with these countries. To keep up to date on whether it is safe to travel, a new centrally maintained web service has been created specifically for Travel Agents and Tour Operators. This development has led the Sun Worshippers Team to consider whether they should look for new holiday destinations in the Canary Islands and Central Africa.

Question Using a technique you are familiar with analyse the external business environment of Sun Worshippers UK Ltd.