A Consulting Proposal for the Coral Divers Resort

A Consulting Proposal for the Coral Divers Resort

Strategic Case Analysis

Submitted to:

Dr. Michele Vincenti

MBA 640: Consulting Practise

University Canada West

Submitted By:

Simran Jeet Singh (1510752)

OPMT 620: Operations Management

July 31, 2017

Introduction

In this competitive world, more sales, and high returns are the primary goal of every organization. And particularly if we look at Scuba diving, we can find that there is a gradual increase in the popularity from 1989 to 2001. National Sporting Goods Association (NSGA) projected that there are around 2.1 million active divers in the U.S and market share the data from resorts destinations that 1.5 million of travelers are active scuba divers, not resort divers. Despite the opportunities in this industry, the revenue of Coral Divers Resort is declining.

 The objective of the paper is to explain the current situation of the resort with the help of various frameworks, defining the problem and a process to execute this project.

Overview of the Resort

Coral Divers Resort is one of the four diving resort located on a located on a deep-water channel on the southwest coast of the island of New Providence in the Bahamas.  The Coral Divers Resort had been in operations for 10 years. Coral Divers Resort had established a solid reputation for its beautiful beachfront location and well-knowledgeable staff. As a small well-regarded all-around dive resort in the Bahamas, many divers had come to prefer his resort to other, crowded tourists resorts in the Caribbean.

Present Company Situation & Problem Definition

Over the last three years, the revenue of the resort is declining and the bookings were becoming increasingly flat. So, Jonathan Greywall, the owner of the resort wants to do something to improve the business. Greywall has three strategic options:

1.    Focus on family outings.

2.    Focus on adventure diving.

3.    To relocate somewhere else.

Before, considering any strategic option, we shall determine the strengths, weaknesses, threats and opportunities for Coral Divers Resort by doing the SWOT analysis. A preliminary SWOT analysis reveals multiple challenges facing the company:

A preliminary SWOT analysis reveals multiple challenges facing the company:

External Factors: Using PEST analysis:

Political Factors

•    The Florida Fish & Wildlife Conservation Commission banned shark feeding in 2001.

•    Scuba-related accidents are excluded from most life & travel insurance.

•    Shark feeding remained legal in the Caribbean.

Economical Factors

•    High Import duty & Taxes.

•    Competition from other resorts.

•    The industry is growing.

Social Factors

•    Families were a growing market segment.