Organisational Purpose Case Study
Situation
Ever changing business conditions and internal and external stakeholder requirements required visitscotland.com to carry out a strategic review of the business and explore a number of potential scenarios within their annual business planning cycle which included evaluating step change rather than incremental adjustments.
VisitScotland.com asked Pragmatique to work with their Executive team to generate alternative strategies to fully exploit the assets of the business, both physical and intellectual.
Solution
The business has multiple revenue streams delivered through shared web and contact centre resources. To fully understand the options available to the business the interaction of each of the revenue stream and the cost structure needed to be thoroughly analysed. Working with departmental heads the revenue streams for the business were separated into individual profit and loss accounts.
An evaluation of shared resources was undertaken to understand where they were adding value and identify the level of resources required to support the potential strategic options. The intellectual asset of the organisation resided in the combination of the rich content built as the major Scottish tourism portal and the eleven million unique visitors attracted to the site. Reviewing the presentation of provider's details within this environment, the return being achieved was below that achieved by less complete offerings.
The review has prompted a change in the organisation of the website into a comprehensive and complete visitor guide to Scotland and an on-line shop focused on the provision of packaged experiences.
The business plan provided the shareholders with a clear picture of how each of the potential decisions affected the integrated business picture.
Benefits
Through our involvement we assisted the team in:
This has enabled the business to develop a new powerful strategy which engages with its stakeholders and provides the customer's choice whilst exploiting fully leveraging the assets, both physical and intellectual, of the business.
The launch of the new website on the 2nd April 2008, was received well by the industry, has enabled a new and exciting relationship between Scottish Tourism and VisitScotland.com
Marco Truffelli, Chief Executive of VisitScotland.com, commented: "Pragmatique's logical and systematic hands-on approach has assured a seamless implementation of strategy into succesfull action."
Contact us at enquire@pragmatique.co.uk to find out more.
Ever changing business conditions and internal and external stakeholder requirements required visitscotland.com to carry out a strategic review of the business and explore a number of potential scenarios within their annual business planning cycle which included evaluating step change rather than incremental adjustments.
VisitScotland.com asked Pragmatique to work with their Executive team to generate alternative strategies to fully exploit the assets of the business, both physical and intellectual.
Solution
The business has multiple revenue streams delivered through shared web and contact centre resources. To fully understand the options available to the business the interaction of each of the revenue stream and the cost structure needed to be thoroughly analysed. Working with departmental heads the revenue streams for the business were separated into individual profit and loss accounts.
An evaluation of shared resources was undertaken to understand where they were adding value and identify the level of resources required to support the potential strategic options. The intellectual asset of the organisation resided in the combination of the rich content built as the major Scottish tourism portal and the eleven million unique visitors attracted to the site. Reviewing the presentation of provider's details within this environment, the return being achieved was below that achieved by less complete offerings.
The review has prompted a change in the organisation of the website into a comprehensive and complete visitor guide to Scotland and an on-line shop focused on the provision of packaged experiences.
The business plan provided the shareholders with a clear picture of how each of the potential decisions affected the integrated business picture.
Benefits
Through our involvement we assisted the team in:
- developing a clearer understanding of the impact of each revenue stream on the performance of the business
- developing a range of fully modelled options to present to the stakeholders
- identification of the options & constraints in simplifying the current cost structure
- challenging assumptions in the modelling and operation of the contact centre to produce a more efficient, lower cost service
- extracting the maximum value from the physical and intellectual assets of the business
This has enabled the business to develop a new powerful strategy which engages with its stakeholders and provides the customer's choice whilst exploiting fully leveraging the assets, both physical and intellectual, of the business.
The launch of the new website on the 2nd April 2008, was received well by the industry, has enabled a new and exciting relationship between Scottish Tourism and VisitScotland.com
Marco Truffelli, Chief Executive of VisitScotland.com, commented: "Pragmatique's logical and systematic hands-on approach has assured a seamless implementation of strategy into succesfull action."
Contact us at enquire@pragmatique.co.uk to find out more.