Section 6. Summary of Proposed Strategy of global tourism industry

1. Business Scope: Product-Market to be served (may use the Product-Market Matrix)

2. Strategy Description (choose one to focus on)

Investment Objective (pick one)	Product-Market
Withdraw
Milk
Maintain
Grow in market share
Market Expansion
Product Expansion
Vertical Integration

Value Proposition (pick 2)	Product-Market
Quality
Value
Focus
Innovation
Global
Other: (explain)

3. Key Strategy Initiatives

1. Competitive advantage
   • Describe how the strategy supports a sustainable competitive advantage
2. STP: Segmentation, targeting and positioning;;
   • Provide a synopsis of the STP, including the positioning statement or the sweet spot
3. 4 Ps: Product/Brand; Channels & Distribution; Promotion; Pricing
   • Demonstrate the cohesiveness of the marketing mix (4 Ps) with the positioning

4. Financial Projections Based on Proposed Strategy

	Past	Present	Projected
Operating Statement Market Share Sales COGS Gross Margin R&D Selling/Advertising Product G&A Div. & Corp. G&A Operating Profit Balance Sheet Cash/AR/Inventory AP Net current assets Fixed assets at cost Accumulated depreciation Net fixed assets Total assetsbook value Estimated market value of assets ROA (basebook value) ROA (basemarket share) Use of Funds Net current assets Fixed asset Operating profit Depreciation Other Resources Required __________________________ ___________________________ ___________________________