Write a report for the organisation Wilderness of Scotland, in which you’ll need to discuss and analyse issues that affected the company and find solutions for them.
Wilderness of Scotland is a well-known outdoor adventure company that offers a range of outdoor activities across Scotland. The company was established in 2001 and has grown steadily over the years, offering a unique and authentic Scottish experience to visitors. This report aims to provide an analysis of the strategic issues, challenges, and solutions that the company is facing in the current economic and political environment. The report focuses on three main issues: Covid-19 and the post-covid recovery, the cost of living crisis, and Brexit. These issues are discussed using PEST and SWOT analyses. The report also outlines solutions and implementation plans that could help the company to navigate the challenges.
Covid-19 and Post-Covid Recovery: The Covid-19 pandemic has had a significant impact on the tourism industry globally, and Scotland has not been immune to this. According to VisitScotland, the tourism sector lost £11 billion in revenue in 2020 due to the pandemic. The industry also faced the challenge of adapting to new hygiene and social distancing measures to protect customers and employees. However, as the UK rolls out vaccines, there is hope that the tourism sector will recover soon. Wilderness of Scotland can take advantage of this by adapting its offerings to cater to the changing needs of tourists.
Cost of Living Crisis: The cost of living crisis has been a major issue in the UK, with prices of basic necessities such as housing, food, and energy on the rise. This has led to a decline in disposable income, which has affected the tourism industry, as people are less likely to spend money on leisure activities. Wilderness of Scotland can address this by creating packages that are affordable for families and individuals. Additionally, the company can consider offering discounts during off-peak periods to attract customers.
Brexit: Brexit has created uncertainty for businesses in the UK, including those in the tourism sector. The introduction of new customs regulations and visa requirements may discourage tourists from visiting Scotland. However, the UK government has launched the ‘We’re Good to Go’ scheme, which aims to help businesses adapt to the new regulations. Wilderness of Scotland can take advantage of this scheme to ensure that it meets the required standards.
The Impact of Strategic Issues: The Covid-19 pandemic has had a significant impact on Wilderness of Scotland. The company had to suspend operations during the lockdowns, which resulted in a decline in revenue. Additionally, the restrictions on travel and tourism activities have reduced the number of visitors to Scotland, which has affected the company’s sales. The cost of living crisis has also affected the company, as customers are less likely to spend money on leisure activities. Lastly, Brexit has created uncertainty for the company, as it is unclear how the new regulations will affect its operations.
PEST and SWOT Analysis: PEST and SWOT analyses can be used to understand the impact of these challenges on the company. PEST analysis can be used to understand the impact of Covid-19 and Brexit on the company. SWOT analysis can be used to understand the company’s strengths, weaknesses, opportunities, and threats. This analysis can help the company to identify areas that need improvement and areas that it can leverage.
Organisation Level Solutions: Wilderness of Scotland can address these challenges by adapting its offerings to cater to the changing needs of tourists. The company can create packages that are affordable for families and individuals. Additionally, the company can consider offering discounts during off-peak periods to attract customers. The company can also work with the Scottish government and tourism agencies to promote Scotland as a safe and attractive tourist destination.
Wilderness Scotland must come up with effective solutions to mitigate the impacts of the challenges discussed in the previous section. The following section presents several solutions to address the issues faced by the organization.
Covid-19 Recovery Solutions
The impact of Covid-19 on the tourism industry has been significant, and it will take some time to recover fully. To mitigate the impact of Covid-19 on Wilderness Scotland, the organization must implement the following solutions:
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Implementing safety measures – Wilderness Scotland should continue to implement safety measures to protect the health and safety of its customers and staff. This could include enforcing social distancing, providing personal protective equipment, and regular sanitization of equipment and accommodation.
Collaboration with local communities- Collaborating with local communities can be a solution to the impacts of Covid-19. Wilderness Scotland can work with local businesses and communities to develop outdoor activities and trips that can be enjoyed while following safety guidelines.
Brexit has had a significant impact on the tourism industry, and Wilderness Scotland must take steps to mitigate its effects. The following are some solutions that can be implemented:
Promoting domestic tourism – With the uncertainty around travel to the EU, Wilderness Scotland can focus on promoting domestic tourism. The organization can offer trips to local communities and promote local attractions and activities.
Developing new markets- Wilderness Scotland can develop new markets in countries outside the EU to offset any losses incurred due to Brexit.
Adapting to new regulations – Wilderness Scotland must adapt to new regulations that may be implemented due to Brexit. This includes changes in visa requirements and safety regulations.
Cost of Living Crisis Solutions
The cost of living crisis has made it difficult for many people to afford leisure activities such as travel, and Wilderness Scotland must take steps to mitigate this impact. The following are some solutions that can be implemented:
Offering affordable packages – Wilderness Scotland can offer affordable packages that cater to customers on a budget. This could include camping trips or off-season packages.
Collaboration with local communities- Collaborating with local communities can also be a solution to the impacts of the cost of living crisis. Wilderness Scotland can work with local businesses and communities to develop affordable outdoor activities and trips that cater to customers on a budget.
Promoting value for money- Wilderness Scotland can promote the value for money it provides by highlighting the quality of its services and experiences.
Plan to Put Solutions into Practice: The plan to put these solutions into practice should consist of four stages. Stage 1: Objective – the planned output.
Stage 2: Required Resources (Input)
In this stage, we need to identify the resources required to implement the solution identified in the previous stage. These resources can be divided into four categories:
Financial resources: Wilderness of Scotland needs to allocate the necessary funds to implement the solution. This includes the cost of hiring additional staff, purchasing new equipment, and investing in marketing activities.
Human resources: The organization needs to identify the roles and responsibilities of the staff involved in the implementation process. This includes hiring new staff or training existing staff, assigning roles and responsibilities, and providing necessary support and resources.
Physical resources: Wilderness of Scotland needs to ensure that it has the necessary infrastructure and equipment to implement the solution. This includes upgrading or acquiring new technology, vehicles, and equipment needed to operate tours and activities.
Time resources: The organization needs to allocate sufficient time to implement the solution. This includes setting timelines and deadlines, establishing milestones, and ensuring that the implementation process is efficient and effective.
Stage 3: Process
In this stage, we need to identify the specific steps required to implement the solution identified in the previous stages. The process can be divided into the following steps:
Planning: Develop a detailed plan that outlines the specific steps required to implement the solution, including timelines, resources, and responsibilities.
Communication: Communicate the plan to all stakeholders, including staff, customers, and suppliers, to ensure that everyone is aware of the changes and their role in the implementation process.
Training: Train staff on the new processes and procedures required to implement the solution.
Implementation: Implement the solution according to the plan, monitoring progress and making adjustments as necessary.
Stage 4: Actual Outcome Parameters (Actual Output)
In this stage, we need to evaluate the outcomes of the implementation process to determine whether the solution was successful. The outcomes can be divided into four categories:
Financial outcomes: Evaluate the financial impact of the solution, including cost savings or increased revenue.
Operational outcomes: Evaluate the impact of the solution on the organization’s operations, including efficiency, productivity, and customer satisfaction.
Social outcomes: Evaluate the impact of the solution on society, including environmental sustainability and community engagement.
Strategic outcomes: Evaluate the impact of the solution on the organization’s long-term strategy, including market position and competitive advantage.
By evaluating the outcomes of the implementation process, Wilderness of Scotland can determine whether the solution was successful and identify areas for further improvement.
In conclusion, Wilderness of Scotland faces several strategic issues and challenges that impact its operations. The organization must identify and address these challenges to ensure its long-term success. By applying models and theories such as PEST and SWOT, the organization can gain a deeper understanding of the external and internal factors that impact its operations. By implementing solutions and monitoring outcomes, the organization can adapt to changing circumstances and remain competitive in the tourism industry.
Based on the analysis, the following recommendations are suggested:
Increase investment in digital marketing to reach a wider audience and increase brand awareness.
Diversify the range of tours and activities offered to cater to a wider range of customers, including those who may not be interested in adventure sports.
Explore opportunities to expand operations into new markets, such as Europe and Asia, to mitigate the risks associated with Brexit and currency fluctuations.
Develop partnerships with local communities to promote sustainable tourism practices and engage in responsible tourism.
Wilderness Scotland faces several challenges that require immediate attention. The impact of Covid-19, Brexit, and the cost of living crisis have had significant effects on the organization. However, with effective solutions and a well-planned implementation strategy, Wilderness Scotland can mitigate the impacts of these challenges and emerge stronger than ever. By collaborating with local communities, offering affordable packages, and implementing safety.
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