The previews of the main points covered in the full report in the executive summary: Tourism marketing report British airways Report, BU, UK

Report structure Executive Summary (250 words) A suggested format would be to create an introduction that defines tourism marketing concepts. Tell the reader:

a) the previews of the main points covered in the full report in the executive summary; b) introduce the aim of the report; and c) how information is presented. Company Background (250 words) should describe the background of the company and the brief introduction of the company and services/products you have chosen. External Analysis (500 words) should identify and discuss the macro environment with particular attention to a) the identification of customers / consumers and analysis of their needs;

b) analysis of the organisation’s competitive situation by using “Opportunities & Threats” or “PESTLE” Analysis models. Internal Analysis (500 words) should identify and discuss an internal analysis focusing on the organization's capability to meet the needs of its customers by using one of the “Strengths & Weakness” or “Porter’s Five Force” models. Ethical in business (250 words) should describe the measures adopted by the management of business venture in order to make ethics work in the organization and identify the ethical behavior of business venture. Future Development (250 words) should identify and discuss the issues raised by the audit and any actions you feel the organisation should be taking with regard to its future marketing activity by using appropriate marketing channel and ethical considerations.