theleisureandtourismenvironment(ppt43)(英文)-經(jīng)營(yíng)管理(已改無錯(cuò)字)
2022-09-28 14:33:36 本頁(yè)面
【正文】 nd product (., ?nitrokeg?), poor quality, overpriced, consumer choice reduced 28 International ownership and distribution ? Much British beer is no longer Britishowned ? ., Tetley: owned by Carslberg Brewery, Copenhagen ? Whitbread, and Bass: both now part of Interbrew of Belgium, which has 32% share of UK market ? British owned: Scottish Courage – 30% of UK market ? Guinness (AngloIrish), brewing operations worldwide ? Globalisation – some American products – . Budweiser beer 29 Examples of Market Concentration ? Airline industry ? In mid1980s, top 25 airlines controlled 80% of the market ? Tour operations ? Top 10 tour operators control 50% of the market ? Dominated by a small number of ?big players? ? Thomson?s Holidays。 My Travel。 First Choice ? Competition intense。 profit margins keen。 insolvency a very significant risk (My Travel) 30 Diversification Additionally, many large leisure and tourism panies choose to DIVERSIFY ?Spread their investment (portfolio) across a wide range of sectors ? Often transnational and international panies ? Allied Leisure, Granada, Ladbroke, Rank ? Interests in hotels and catering, brewing, gambling, entertainment, attraction management, and media interests 31 Advantages of Diversification in Leisure and Tourism investment ? Spreads risks in a volatile market ? Maximises profit, allows rapid growth, increased market share ? Limited barriers to entry ? Perceptions of growth ? Counterbalance to seasonality ? Perceptions of enjoyable sector attractive to investors 32 Integration – horizontal and vertical (The merging of different business anisations) ? Horizontal integration: ? Occurs between firms operating at the same level of production in the same industry ? ., My Travel (Airtours) / Aspro Travel / SAS Leisure / Sunquest Vacations (all package tour operators) 33 Integration – horizontal and vertical (The merging of different business anisations) ? Vertical integration: ? Occurs between anisations at different levels of production in the same industry ? (Airline packaging retailing) ? Britannia Airways / Thomson Holidays / Lunn Poly (now German owned – TUI) ? My Travel International / My Travel / Going Places ? Air 2020 / First Choice / Thomas Cook ? Caledonian Airways / Best Inspirations / AT Mays 34 Advantages of Vertical Integration ? More power / control over the industry ? Economies of scale (purchasing, marketing) ? Organised packaging to suit them ? Crosssubsidisation so can undercut petitors ? Profit maximisation ? Allows diversification into related fields ? Customer: good price deals, but limited choices 35 Internationalisation and Globalisation ? DIVERSIFICATION leads to ? INTERNATIONALISATION ? of PRODUCTS: books, films, music, restaurants ? of COMPANIES: visitor attractions – Disney and in turn to ? GLOBALISATION ? the development of global PRODUCTS and MARKETS ., music, media, films, technology ? Control of output by MULT
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