c
 How might BTA go about auditing its ͚product͛, the UK?

 As BTA is responsible for coordinating the tourism industry within UK so it might take numerous
actions which can be helpful in auditing its product, The UK.

First of all BTA have to generate a collective, coherent & single view of UK as UK consist of four
different countries i.e. England, Scotland, Ireland & Wales. All these countries have different
governments, cultures, norms, values etc but as all these four comprise UK so BTA must create a
collective image of UK so that the customers (tourists) doesn͛t feel any ambiguity about the product.

As UK lies into Europe which is one of the tourism hub of the world. A huge number of tourists
from all over the world visit Europe annually so UK is facing very severe competition from other
countries of Europe which are making more GDP through tourism than UK. So BTA have to find those
factors by which UK is as not attractive to tourists as compare to its competitors Spain & Greece for
instance.

c  What do you think might be the outcome of pricing audit?

 The pricing audit is also very important in auditing the BTA͛s product, the UK because BTA have
identifies several problems of foreign tourists in one of their survey they conducted especially for it.
Though BTA is somewhat going good because as per a recent study in Newyork, BTA revealed that it is
generating 35 pounds revenue on every 1 pound spent into the budget.

But the problem which majority of foreign tourists are still facing is that they font see Britan as
offering value for money except when Sterling is weak against other currencies. The hoteling in Britan is
also very expensive so they are poor value for money & not up to the standards of foreign customers.

As BTA have their own some long term objectives & they need money for it so sometimes they
have to show their government some short term gains in order to approved budget of their own choice
which is very much important in order to fulfill their requirements.

c
 Tourism is delivered through a number of channels-airlines, hotels & so forth. How could
BTA audit these channels? What problems are already apparent?
 BTA identified three major problems which they͛ve identified and if these are handled well then
BTA can expand tourism more & attract more foreign customers. The problems are as follows.

(i) As in UK most tourists want to visit London but the problem they face is less airport capacity
in south-east of London.

(ii) Hotel accommodation in London is extremely expensive and often customers perceive it as
poor value for money & also they are not up to their expectations.

(iii) The retail industry of UK is not that much user friendly because British people hardly speaks
any other language except English. So it caused dissatisfaction among continental visitors,
especially the French, Italians & Japanese.

As BTA have identified the major problems so now they can easily audit the channels through which
tourists are facilitated i.e. airlines, hotels etc so now they can easily audit these channels by providing
more capacity on airports. Also they͛ve to revise the hotel accommodations if they want more foreign
customers & they͛ve to hire those representatives who know at least 2 or 3 languages.

c
 How might the BCG matrix be applied to BTA͛s problem?

 BCG matrix can be applied to BTA͛s problems (as identified earlier). We can place it in cash cows
section because BTA already have Relative Market Share but its market growth is low due to these
several problems. Also BTA is quite established

c
 Do countries have product life cycle?

 There is a life cycle of each and every thing on this planet earth so do countries have. If we take
example of UK here for instance it has quite a rich history regarding tourism because people from all
over the world come here for tourism & now its on maturity stage as its world͛s 5th most toured country
and now BTA is making different strategies in order to expand its maturity period because if they don͛t
offer any new services to tourists its decline period will come soon.
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