Order Description
THE CONTEXT
-You are employed by a consulting company. Your company has been recently approached by a British Company that is looking for new business opportunities overseas. One option that has been suggested to a board of directors is tourism industry in Sri Lanka. Your task is to evaluate the attractiveness of this industry. You are required therefore to carry out the necessary research to construct an analysis of the overall competitiveness and investment attractiveness of the Sri Lankan tourism industry. You should use a range of published sources of information in this task, such as books, academic journals, periodicals, web resources, and relevant databases.

PART 1: PORTER’s NATIONAL DIAMOND ANALYSIS (60 marks)
-Apply the extended version (6 parts) of Porter’s National Diamond model to the Sri Lankan Tourism Industry
-Identify pros and cons, demand conditions (such as market size, etc.), government conditions (such as rules for FDI, formal institutions, etc.)

PART 2: MARKET ENTRY STRATEGY (20 marks)
-Based on your research and analysis of the country’s institutional environment, you must decide which among the three is the best investment strategy: joint venture, green field, or acquisition.
-Discuss the advantages, appropriateness and limitations of using the Foreign Direct Investment (FDI) of your choice as an entry strategy to Sri Lankan tourism industry. You need to provide clear recommendations.
-Identify benefits and limitations
-Choose a location (city/town) as an entry point and justify why
-Recommendation on most feasible cluster
-Connect it to Part 1

PART 3: CONTEMPORARY MANAGEMENT ISSUES (20 marks)
-Discuss TWO key management issues that are identified in your analysis (one issue each from Parts 1 & 2) that should be taken into account before starting operations in the Sri Lankan tourism industry.

ADDITIONAL NOTES
-This should not be a business plan, but an analysis of the environment
-Do not focus on a single city or town in Sri Lanka. Identify and discuss 3-4 tourism clusters and discuss how they work
-An example of how Porter’s National Diamond Analysis must be used will be uploaded shortly after this order has been placed
-Only mention GDP when talking about domestic tourism
-There should be no first person references (I, we, us) in the report. If self-reference is required, you may refer to yourself as “the author” or “this report”
-This is a research-based assignment. Your analytical discussion must be supported by a significant number of information sources. Be selective and prioritise to highlight the most important factors.
-Clarity and concision are encouraged and will be rewarded. You should be thorough and detailed in your analysis, and all the points should be fully explained and justified – but there is a balance to be sought between a mass of detail and a thorough, yet relatively concise reasoning.
-The assignment requires you to demonstrate that you understand and can use theoretical frameworks in your analysis. It is therefore expected that you apply appropriate models and theories studied on the module when generating your answers. It is not necessary to explain the frameworks that you use.
-Make appropriate use of Appendices to support your discussion and analysis in the main body of the report. Appendices should be properly organized with the reader being referred to the appropriate appendix at the appropriate point in the text.
-Write your analysis as a piece of business communication in report style, using headings and a numbering system, including illustrations you think are useful. All the figures, charts, and tables used in the main body of the report must be explained and justified.
-No introduction needed
-This report should discuss the present situation and future potential of doing business in Sri Lanka. Therefore, do not discuss the country’s past wars.