A.J. Hackett Swott Analysis free essay sample

ThStrengthsLeveragesConcerns †¢Sole bungy operator within New Zealand since 1988. †¢Unparalleled safety record and reputation: 0 serious injuries. †¢Locations amidst NZ’s best natural landmarks protected by the Department of Conversation = $175,000 of government funding spent on nearby landscape upkeep and improvements. †¢Ability to gain worldwide public/media attention through the use of unique marketing strategies e. g. Eiffel Tower bungy stunt, free naked bungy campaign etc. †¢Unique corporate culture and charismatic leader: employee turnover rate in 2006 = 7. 4%, half the industry average. Actual jumpers account for only half of all visitors to Hackett jump sites. There is clearly an underlying interest in the surroundings as well as the jump process and history. †¢Use reputation as a way of leveraging better competitor relations and take advantage of mass marketing, promotion and package deals. †¢Target ‘green’ markets: buil d bungy awareness and attract new segments to the jump sites. †¢With such a unique corporate culture and well established reputation there is potential for safety standards to drop. We will write a custom essay sample on A.J. Hackett Swott Analysis or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page †¢With declining tourist numbers there is potential for DOC to remove a portion of its funding WeaknessesConstraintsProblems Newly appointed marketing team of six, all of which have never worked for the company at a corporate level = lack of internal experience and knowledge. †¢Heavy reliance upon international tourists: 78% of sales in 2006. †¢No evidence of product innovation and evolvement since inception = old and outdated formula. †¢Poor publicly accessible Hackett transportation combined with a low proximity to central city and lodgings: No jump sites within a 20 minute commute of downtown Queenstown. †¢Irregularly updated and complex website: the international face of the business is impaired. Limited accessibility and convenience for potential jumpers. †¢Increasing profit margins and external funding should have resulted in a strong business foundation, yet with a poor website and small inexperienced marketing team there is clearly some poor decision making being undertaken at a management level. †¢As successful industry leaders there is a tendency to become too comfortable and set in your ways as demonstrated by the lack of innovation. Hackett is heavily targeted, without change, their position as bungy leaders will be eclipsed. †¢The heavy reliance upon international ourists and the recent and expected future decline in their growth may force Hackett to explore other markets. Bibliography: â€Å"Bungee Jumping.