Within this management game students act as managers of an online Tour Operator, offering holiday packages to travellers from around the world. Students compete against one another in teams, deciding on which destinations to offer to their main target group, what service levels should be required and what prices to charge. The objective is to outperform the competition by increasing their indicators listed on the Balanced Scorecard.
This business game is played in rounds, where each round is one year of operations. Every round, the teams have to conduct an internal and external analysis consisting of indicators such as the market shares (in comparison to the other student teams), market segments, financial position, news events, local representative results, Balanced Scorecard and more. Based on their analysis they’ll conduct their company’s strategic focus and start implementing the strategic focus on a tactical level. They will create allotment contracts with hotel chains all over the world, determine selling prices, tasks for their local representatives, service levels, excursions, etc.
Will they offer premium holiday packages to Switzerland or a trip to Thailand on a shoestring?