Extraordinary Journeys: Wild Times in the Safari Industry
(9 pages of text)
In April 2017, an entrepreneur in the tour operator industry faced a potential investment decision. Her company, Extraordinary Journeys (EJ), created custom luxury African safaris for a US-based clientele. While EJ had enjoyed dramatic growth since its founding in 2009, the entrepreneur worried that competitive pressures were increasing, as resource-rich companies had entered the market, drawn by the industry's rapid growth. In response to this growing competition, Gordon considered taking on one of three possible strategic opportunities: a public relations campaign, a direct marketing campaign, or a firm-optimization campaign that would use custom-built software to enhance employee productivity.
This case can be used in either a graduate or an advanced undergraduate program for a class in business strategy, travel and tourism, entrepreneurship, or marketing. Specifically, in a business strategy class, the case is meant as an industry analysis exercise using Porter's Five Forces and/or a SWOT (strengths, weaknesses, opportunities, and threats) analysis. Further, the strategic portion of the case highlights brand strategy and differentiation strategies using theories from Porter, and Ghemawat and Rivkin.
The case is designed to provide students with the opportunity to do the following:
- Complete a five forces analysis to analyze the safari tour operator industry.
- Analyze opportunities for tour operator differentiation based on the theories of Porter and of Ghemawat and Rivkin.
- Use basic financial tools of cost and expected value to choose among different strategic opportunities including branding, marketing, and firm operations.
- Better understand the structure of the travel industry, especially within the luxury segment.
Arts, Entertainment, Sports and Recreation
South Africa; United States, Small, 2017
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