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The library of essays of Proakatemia

SWOT analysis

Kirjoittanut: Julius Hirvonen - tiimistä Kipinä.

Esseen tyyppi: Yksilöessee / 2 esseepistettä.
Esseen arvioitu lukuaika on 3 minuuttia.

SWOT analysis




When I was doing my Erasmus in Porto, I learned many business forms or analysis. Some of these analyses might be very helpful for creating business ideas or developing them. I’m going to write an essay about SWOT- analysis and using it for a real company named Contiki. I have always been very interested in traveling so that is why I wanted to use SWOT analysis for a travel company. 


What is SWOT analysis?



A SWOT analysis is a technique used to identify strengths, weaknesses, opportunities, and threats for your business or even a specific project. It’s most widely used by organizations—from small businesses and non-profits to large enterprises—but a SWOT analysis can be used for personal purposes as well. (Raeburn 2022)


You can use SWOT analysis practically for every business. It can help to develop your innovations, improve your strategy, create values and make more profit. 


A SWOT analysis focuses on the four elements of the acronym, allowing companies to identify the forces influencing a strategy, action or initiative. Knowing these positive and negative elements can help companies more effectively communicate what parts of a plan need to be recognized. (Schooley 2023)


Introducing Contiki


Contiki specializes in travel arrangements for unforgettable trips for young people aged between 18-35. Founded in 1962 by John Anderson in New Zealand, where its first trips were made in Europe, and expanded to North America in 1982 , in the United States of America. Where it is currently carbon neutral and has a strong market share in the tourism industry, and even so it presents challenges related to the lack of employees in the company, and a low number of  revenues compared to companies competitors within the industry.


Contiki offers tours for destinations around the world including Europe, Asia, USA and Canada, Latin America, Australia, and New Zealand and their latest tours are now in Africa too. (Lorenz, 2022)


Using SWOT- analyze for Contiki


Its main objective is to develop improvement strategies and this, bearing in mind the SWOT analysis where the strengths, weaknesses, opportunities and threats that it presents were identified, and finally, through the analyzes to create strategies in order to minimize the challenges presented in which, three strategic programs were presented.

The methodology used was based on bibliographical research.


Having one of the objectives to be characterized in the best and most effective way, a SWOT analysis was prepared for the Contiki company, where the forces, weaknesses, opportunities and threats were identified, so that measures associated with the company’s needs were implemented.



  • Strong market share in the tourism industry
  • Rapid growth within industry
  • Young market; High traffic and high presence on social networks
  • Credit Carbonic neutrality.

  • Low number of revenues compared to other companies within the market
  • Decreased number of employees
  • Low amount of offices.



  • Leadership potential in the market in which it fits;
  • Creation of new jobs; Market expansion
  • Increased annual revenues
  • Leading company in environmental and equity promotion.



  • Competitors
  • Absence of employees; Devaluation of stock exchanges
  • Pandemics
  • Increased costs associated with inflation.


In the end


Given the SWOT analysis, it was possible to identify some forces and weaknesses that the Contii company has, in which I contributed to the elaboration of improvement strategies such as, even having a strong quota in the tourism market, there is a low annual revenue in which we can also Associating the reduction of employees during the last years and being, this company very internationalized, the presence and performance of employees is very important for the operation of the company, due to these factors, three main programs were prepared for the improvement strategy.




Schooley, S. 2023. SWOT Analysis: What It Is and When to Use It. BND.  Luettu 20.4.2023



Raeburn, A. 2022. SWOT analysis: What it is and how to use it (with examples). Asana. Luettu 22.4.2023



Lorenz, T. 2022. The Good, Bad and a Brutally Honest Contiki Review (Are Contiki Tours for You?). Luettu 27.4.2023



Contiki.com. 2023. About us.


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