MARKET OPPORTUNITY ANALYSIS - A DIY APPROACH FOR SMALL TOURISM ENTERPRISES

This paper describes a simple but effective approach to the analysis of the market environment. In making this claim it departs from the existing literature in two major respects. First, it attempts to take a reasonably involved marketing technology and find a way of simplifying it and making it workable in the context of the smaller enterprises that predominate in the tourism sector, with all the resource constraints that entails; and second, it sets the application of the derived approach in the context of a self-help, or do-it-yourself management learning activity. A process is described that has been tested with the managers of numerous small enterprises as they struggle to come to terms with the implications for their business of various key strategic issues.