This report demonstrates the importance of inbound Tourism in Oman. A new MA program
has been introduced in Majan College. This program is going to be started in January 2021,
after the coronavirus issue has been dealt with so students’ health will not be affected in any
way. This program mission is to provide valuable knowledge to students about inbound
tourism in Oman. Majan College is a well reputed multi-cultural private college located in
Muscat, Oman with over 25 years of excellence (www.majancollege.edu.om, 2020.). This
college provides the excellent study experience, courses and facilities to its students like
courses in business, management and computer science. This college faculty is full of multi-
ethnic staff with many years of experience in their respective fields. The college top
management is quite competent and research-oriented. This MA degree will provide all
students the best ever post-graduation study experience in Oman with the lot of opportunities
to work with real companies and their inbound travel strategies in Oman.
1. Situation Analysis
Situation external clearly defines all external and internal factors of organization.
Vision and Mission
"To be a leading University that provides higher education of international standards in a
dynamic environment that values cultural diversity, integrates technology, fosters knowledge
creation and builds sustainable skills for employment and lifelong learning."
Vision of Majan College is to develop an environment that meets international standards and
provides rigorous training to staff and students to be successful in their careers
(www.majancollege.edu.om, 2020).
"To provide an innovative learning environment that emphasizes the intellectual disciplines
required in local, regional and international contexts".
The mission of Majan College is to cultivate a life-long learning organization. Research and
learning are the main goals for all staff members as well. The University of Bedfordshire is
directly affiliated with the College and award degrees to all students
(www.majancollege.edu.om, 2020).
2. External Analysis (Macro)
External analysis of Majan College and program includes all major factors which helps in
daily operation of college.
Target Market
The target market for this MA course introduced is for all graduation students who wants to
gain knowledge about all inbound tourism happening in Oman (Ward, 2017). They can get
positions in several travel agencies or any travel sector of Oman. Employees of Ministry of
tourism in Oman can also find this course helpful in this regard. Travel agencies’ staff , cruise
ships’ staff or airlines’ staff can also get enrolled in this course for securing better position in
job market. This course is affordable and targeted for all students with every financial
background. Everyone above age of 20 can get enrolled in this course. Financial aid is
available and every deserving student can apply for it. With diverse courses offered in this
program, students can’t find any other program relatable to this in other colleges.
Running Head: Inbound Tourism in Oman
4 | Page
Competition and customers
Competition of market is quite competitive in this regard as other colleges in Oman have
already introduced this course but the additional courses and material are efficient for the
uniqueness of this course quality (Douglas and Hubert, 2010). University of Strathclyde
Business School centre and Sultan Qaboos university in Oman are offering MA courses in the
same program and they have slightly different approach than Majan College. Their focus is
more towards tourism management than tourism strategies. But their strategies are quite
strong with accreditations from UK Universities. Digitalization of the world is increasing at
the rapid pace and Middle East countries have not adapted to it quickly like other Asian
countries (Kovacevic, 2013). So, educational development has taken time in Oman. But as
government in Oman has also provided several opportunities to its natives for digitalization
of Oman, educational institutions are also providing e-learning platforms and colleges are
built on international educational standards (Nasser, 2019). Students and consumers are more
interested in Oman’s inbound tourism strategies as Oman is visited by many tourists from all
around the world. This course will definitely be a success among students as it offers e-
learning platform with MA degree course focused on tourism strategies in Oman.
Competition Analysis using Porter’s 5 Forces Model
Michael Porter developed the five forces model which provides analysis and competitiveness
of environment. In this case, we are going to apply it for inbound tourism in Oman. Those 5
factors are competitive rivalry, threat from new entrants, threat from buyers, suppliers and
substitute products or services (Dobrivojević, 2013). We can deduce the effective analysis
and determine the opportunities and threats existing in the competitive environment of Majan
College.
Competitive Rivalry
This program is quite new and unique which is not in any way a threat for rival colleges
discussed above. There are travel programs like MS in tourism management and in general
tourism offered by those colleges but not of such specialization in tourism strategies so those
programs are completely different and cannot affect this program in any way (Oukil,
Channouf and Al-Zaidi, 2016). The threat is of quite minimal level until any other program of
same type is started by any other prestigious college in Oman.
Threat from New Entrants
There are no any immediate threats from new entrants in the travel program but MA courses
in tourism are offered in colleges discussed above. It will take some time for other colleges to
start this same program and getting level of accreditation of that program rival to University
of Bedfordshire. The college higher authority has advanced 3-4 year plans for introducing
further improvements in this program.
Threat from Buyers
The main threat of this program which we can assume is that it is a new program and many
students may not be enrolled in it at first as many students just have know how of MA in
tourism management program. But as in 2018, over 3 million tourists visited Oman so the
travel industry may pique interest of students and digital marketing with the admitted
students’ feedback will also help greatly (TravelDailyNews International, 2018). If any other
college is going to introduce this sane program focused on tourism strategies then they have
Running Head: Inbound Tourism in Oman
5 | Page
to do it by proposing strong infrastructure of program with competent staff like Majan
College.
Threat from Suppliers
The college staff and books for this program are main suppliers of this program. The Majan
College proposed the best books and course material for this program which is accredited by
University of Bedfordshire. The professors who will be teaching this program are quite
competitive and are of international standards. As this program is going to start after
coronavirus issue is dealt with, the college will provide all latest health equipment and trained
doctors in dispensary. Students can easily follow up with them if they have any symptoms or
any other health related issues. Healthcare provided will be free for students.
Threat from Substitutes
This program is unique than other programs introduced in other colleges so there will be no
good substitute at this time (Baporikar, 2011). This will give ample time to Majan College to
improve all educational policies introduced in the program.
PESTEL Analysis
This analysis is quite detailed and effective strategy can be made by doing this analysis.
PESTEL stands for Political, Economic, Social, Technological, Environmental and Legal
factors. This is used in collaboration with SWOT and statistical analysis.
Political Factors
The political influence of inbound travel in Oman cannot be denied as every year millions of
tourists visit Oman (Baporikar, 2011). Oman Government has introduced several travel
strategies and Majon College has planned to include all those policies to teach students and it
will affect political environment in a positive way.
Economic Factors
For attracting foreign investment and funds, all economic factors are included. The other
college should must have funding and investment to start this same program in Oman. The
expenditure of every student on this program cannot be out of bounds as it is affordable and
beneficial for economy (Tewari, 2019).
Social Factors
Social factors also impact on how many students are interested in being enrolled in this
program (Khan and Krishanamurthy, 2016). The previous pattern of students being enrolled
in travel programs in colleges mentioned above are also considered in this case.
Technological Factors
The advancement in technology also helps in considering the value of this MA program. E-
learning platform and online assessments modules are being introduced in several other
tourism programs in other colleges (Khan and Krishanamurthy, 2016). So technologically,
Majon College has already introduced e-learning platform which is quite competitive and
helpful in coronavirus crisis for remote learning.
Environmental Factors
Environmental factors also affect the quality of the program (Henderson, 2014). If conducting
environment of college is better then travel course offered by college will definitely become
successful.
Running Head: Inbound Tourism in Oman
6 | Page
Legal Factors
Laws and regulations governing the conduct of this MA course for inbound tourism plays an
important role. Inbound travel operations in Oman are operated in accordance with
Government rules and regulations (Henderson, 2014). These legal factors will also be
considered while teaching this course and many employees of travel agencies or airlines will
find it useful in this regard.
3. Internal Analysis (Micro)
Internal Analysis includes SWOT analysis detailed below.
SWOT Analysis
The SWOT Analysis is the best pre-requisite for a good marketing plan.
Strengths
A well-branded course from best
college
The unique course with
specialization of inbound tourism in
Oman
Skilled and well trained staff and
professors
Accredited from University of
Bedfordshire
Top ranked college of Oman
Weaknesses
Rare genre course of post-
graduation like inbound tourism
strategies
Fear of Coronavirus is major issue
of admissions
Low-level consideration of new
courses introduced
Less confidence of course because
of no feedback
Lower consideration of other
colleges’ travel courses
Opportunities
A reputable course for introducing
the best course regarding inbound
tourism in Oman
Opportunity to expand this course
with certifications and e-learning
Opportunity to add skilled staff of
international standards
Threats
The rise of same tourism
specialization course being
introduced by other colleges
Highly competitive university
offering same specialization course
in future
Same course being offered in less
amount In other colleges
Conclusion
All factors including PESTLE and SWOT analysis provide the best factors for marketing
plan. More insights can be deduced by all factors discussed above. Many MA courses are
being offered in other colleges about tourism and its management but all of them are not
offering specialization in inbound travel strategies in Oman. However, Oman is quite popular
in travel and the course offered can help Oman economy in a great way by getting employees
who implement various travel strategies for increasing inbound tourism in Oman.
Running Head: Inbound Tourism in Oman
7 | Page
References
Ward, S. (2017), Use Target Marketing & Market Segmentation to Improve Your Bottom
Line. Retrieved December 10, 2017, from https://www.thebalance.com/target-marketing-
2948355
Douglas, B and Hubert G, K. (2010), Market Response and Marketing Mix Models: Trends
and Research Opportunities. 2nd ed. London: Now Publishers Inc.
Kovacevic, M.M. (2013). TRENDS AND ISSUES IN GLOBAL TOURISM 2012. Annals of
Tourism Research, [online] 43, pp.651–652. Available at:
https://link.springer.com/content/pdf/bfm%3A978-3-642-17767-5%2F1.pdf [Accessed 25
Aug. 2019].
Nasser, R. (2019). Educational Reform in Oman: System and Structural Changes. Education
Systems Around the World. [online] Available at: https://www.intechopen.com/online-
first/educational-reform-in-oman-system-and-structural-changes [Accessed 17 Mar. 2020].
www.majancollege.edu.om. (2020). Home – Majan University College. [online] Available at:
https://www.majancollege.edu.om/ [Accessed 17 Mar. 2020].
www.majancollege.edu.om. (2020). Vision and Mission – Majan University College. [online]
Available at: https://www.majancollege.edu.om/about/about-majan/vision-and-mission
[Accessed 17 Mar. 2020].
Dobrivojević, G. (2013). Analysis of the Competitive Environment of Tourist Destinations
Aiming at Attracting FDI by Applying Porter’s Five Forces Model. British Journal of
Economics, Management & Trade, 3(4), pp.359–371.
TravelDailyNews International. (2018). Oman welcomed more than 3 million tourists in
2018. [online] Available at: https://www.traveldailynews.com/post/oman-welcomed-more-
than-3-million-tourists-in-2018.
Oukil, A., Channouf, N. and Al-Zaidi, A. (2016). Performance evaluation of the hotel
industry in an emerging tourism destination: The case of Oman. Journal of Hospitality and
Tourism Management, 29, pp.60–68.
Baporikar, N. (2011). Emerging trends in tourism industry in Oman. Global Hospitality and
Tourism Management Technologies. 116-135.
Running Head: Inbound Tourism in Oman
8 | Page
Tewari, V. (2019). Seasonality in Tourism: The Case of Oman. Ottoman Journal of Tourism
and Management Research, 4(2), pp.463–476.
Khan, M.F.R. and Krishanamurthy, J. (2016). FUTURE OF OMAN
TOURISM. PERCEPTION OF THE STUDENTS IN TOURISM STUDIES. International
Journal of Tourism & Hospitality Reviews, 3(1), pp.01–11.
Henderson, J.C. (2014). The Development of Tourist Destinations in the Gulf: Oman and
This report demonstrates the importance of inbound Tourism in Oman. A new MA program
has been introduced in Majan College. This program is going to be started in January 2021,
after the coronavirus issue has been dealt with so students’ health will not be affected in any
way. This program mission is to provide valuable knowledge to students about inbound
tourism in Oman. Majan College is a well reputed multi-cultural private college located in
Muscat, Oman with over 25 years of excellence (www.majancollege.edu.om, 2020.). This
college provides the excellent study experience, courses and facilities to its students like
courses in business, management and computer science. This college faculty is full of multi-
ethnic staff with many years of experience in their respective fields. The college top
management is quite competent and research-oriented. This MA degree will provide all
students the best ever post-graduation study experience in Oman with the lot of opportunities
to work with real companies and their inbound travel strategies in Oman.
1. Situation Analysis
Situation external clearly defines all external and internal factors of organization.
Vision and Mission
"To be a leading University that provides higher education of international standards in a
dynamic environment that values cultural diversity, integrates technology, fosters knowledge
creation and builds sustainable skills for employment and lifelong learning."
Vision of Majan College is to develop an environment that meets international standards and
provides rigorous training to staff and students to be successful in their careers
(www.majancollege.edu.om, 2020).
"To provide an innovative learning environment that emphasizes the intellectual disciplines
required in local, regional and international contexts".
The mission of Majan College is to cultivate a life-long learning organization. Research and
learning are the main goals for all staff members as well. The University of Bedfordshire is
directly affiliated with the College and award degrees to all students
(www.majancollege.edu.om, 2020).
2. External Analysis (Macro)
External analysis of Majan College and program includes all major factors which helps in
daily operation of college.
Target Market
The target market for this MA course introduced is for all graduation students who wants to
gain knowledge about all inbound tourism happening in Oman (Ward, 2017). They can get
positions in several travel agencies or any travel sector of Oman. Employees of Ministry of
tourism in Oman can also find this course helpful in this regard. Travel agencies’ staff , cruise
ships’ staff or airlines’ staff can also get enrolled in this course for securing better position in
job market. This course is affordable and targeted for all students with every financial
background. Everyone above age of 20 can get enrolled in this course. Financial aid is
available and every deserving student can apply for it. With diverse courses offered in this
program, students can’t find any other program relatable to this in other colleges.
Running Head: Inbound Tourism in Oman
4 | Page
Competition and customers
Competition of market is quite competitive in this regard as other colleges in Oman have
already introduced this course but the additional courses and material are efficient for the
uniqueness of this course quality (Douglas and Hubert, 2010). University of Strathclyde
Business School centre and Sultan Qaboos university in Oman are offering MA courses in the
same program and they have slightly different approach than Majan College. Their focus is
more towards tourism management than tourism strategies. But their strategies are quite
strong with accreditations from UK Universities. Digitalization of the world is increasing at
the rapid pace and Middle East countries have not adapted to it quickly like other Asian
countries (Kovacevic, 2013). So, educational development has taken time in Oman. But as
government in Oman has also provided several opportunities to its natives for digitalization
of Oman, educational institutions are also providing e-learning platforms and colleges are
built on international educational standards (Nasser, 2019). Students and consumers are more
interested in Oman’s inbound tourism strategies as Oman is visited by many tourists from all
around the world. This course will definitely be a success among students as it offers e-
learning platform with MA degree course focused on tourism strategies in Oman.
Competition Analysis using Porter’s 5 Forces Model
Michael Porter developed the five forces model which provides analysis and competitiveness
of environment. In this case, we are going to apply it for inbound tourism in Oman. Those 5
factors are competitive rivalry, threat from new entrants, threat from buyers, suppliers and
substitute products or services (Dobrivojević, 2013). We can deduce the effective analysis
and determine the opportunities and threats existing in the competitive environment of Majan
College.
Competitive Rivalry
This program is quite new and unique which is not in any way a threat for rival colleges
discussed above. There are travel programs like MS in tourism management and in general
tourism offered by those colleges but not of such specialization in tourism strategies so those
programs are completely different and cannot affect this program in any way (Oukil,
Channouf and Al-Zaidi, 2016). The threat is of quite minimal level until any other program of
same type is started by any other prestigious college in Oman.
Threat from New Entrants
There are no any immediate threats from new entrants in the travel program but MA courses
in tourism are offered in colleges discussed above. It will take some time for other colleges to
start this same program and getting level of accreditation of that program rival to University
of Bedfordshire. The college higher authority has advanced 3-4 year plans for introducing
further improvements in this program.
Threat from Buyers
The main threat of this program which we can assume is that it is a new program and many
students may not be enrolled in it at first as many students just have know how of MA in
tourism management program. But as in 2018, over 3 million tourists visited Oman so the
travel industry may pique interest of students and digital marketing with the admitted
students’ feedback will also help greatly (TravelDailyNews International, 2018). If any other
college is going to introduce this sane program focused on tourism strategies then they have
Running Head: Inbound Tourism in Oman
5 | Page
to do it by proposing strong infrastructure of program with competent staff like Majan
College.
Threat from Suppliers
The college staff and books for this program are main suppliers of this program. The Majan
College proposed the best books and course material for this program which is accredited by
University of Bedfordshire. The professors who will be teaching this program are quite
competitive and are of international standards. As this program is going to start after
coronavirus issue is dealt with, the college will provide all latest health equipment and trained
doctors in dispensary. Students can easily follow up with them if they have any symptoms or
any other health related issues. Healthcare provided will be free for students.
Threat from Substitutes
This program is unique than other programs introduced in other colleges so there will be no
good substitute at this time (Baporikar, 2011). This will give ample time to Majan College to
improve all educational policies introduced in the program.
PESTEL Analysis
This analysis is quite detailed and effective strategy can be made by doing this analysis.
PESTEL stands for Political, Economic, Social, Technological, Environmental and Legal
factors. This is used in collaboration with SWOT and statistical analysis.
Political Factors
The political influence of inbound travel in Oman cannot be denied as every year millions of
tourists visit Oman (Baporikar, 2011). Oman Government has introduced several travel
strategies and Majon College has planned to include all those policies to teach students and it
will affect political environment in a positive way.
Economic Factors
For attracting foreign investment and funds, all economic factors are included. The other
college should must have funding and investment to start this same program in Oman. The
expenditure of every student on this program cannot be out of bounds as it is affordable and
beneficial for economy (Tewari, 2019).
Social Factors
Social factors also impact on how many students are interested in being enrolled in this
program (Khan and Krishanamurthy, 2016). The previous pattern of students being enrolled
in travel programs in colleges mentioned above are also considered in this case.
Technological Factors
The advancement in technology also helps in considering the value of this MA program. E-
learning platform and online assessments modules are being introduced in several other
tourism programs in other colleges (Khan and Krishanamurthy, 2016). So technologically,
Majon College has already introduced e-learning platform which is quite competitive and
helpful in coronavirus crisis for remote learning.
Environmental Factors
Environmental factors also affect the quality of the program (Henderson, 2014). If conducting
environment of college is better then travel course offered by college will definitely become
successful.
Running Head: Inbound Tourism in Oman
6 | Page
Legal Factors
Laws and regulations governing the conduct of this MA course for inbound tourism plays an
important role. Inbound travel operations in Oman are operated in accordance with
Government rules and regulations (Henderson, 2014). These legal factors will also be
considered while teaching this course and many employees of travel agencies or airlines will
find it useful in this regard.
3. Internal Analysis (Micro)
Internal Analysis includes SWOT analysis detailed below.
SWOT Analysis
The SWOT Analysis is the best pre-requisite for a good marketing plan.
Strengths
A well-branded course from best
college
The unique course with
specialization of inbound tourism in
Oman
Skilled and well trained staff and
professors
Accredited from University of
Bedfordshire
Top ranked college of Oman
Weaknesses
Rare genre course of post-
graduation like inbound tourism
strategies
Fear of Coronavirus is major issue
of admissions
Low-level consideration of new
courses introduced
Less confidence of course because
of no feedback
Lower consideration of other
colleges’ travel courses
Opportunities
A reputable course for introducing
the best course regarding inbound
tourism in Oman
Opportunity to expand this course
with certifications and e-learning
Opportunity to add skilled staff of
international standards
Threats
The rise of same tourism
specialization course being
introduced by other colleges
Highly competitive university
offering same specialization course
in future
Same course being offered in less
amount In other colleges
Conclusion
All factors including PESTLE and SWOT analysis provide the best factors for marketing
plan. More insights can be deduced by all factors discussed above. Many MA courses are
being offered in other colleges about tourism and its management but all of them are not
offering specialization in inbound travel strategies in Oman. However, Oman is quite popular
in travel and the course offered can help Oman economy in a great way by getting employees
who implement various travel strategies for increasing inbound tourism in Oman.
Running Head: Inbound Tourism in Oman
7 | Page
References
Ward, S. (2017), Use Target Marketing & Market Segmentation to Improve Your Bottom
Line. Retrieved December 10, 2017, from https://www.thebalance.com/target-marketing-
2948355
Douglas, B and Hubert G, K. (2010), Market Response and Marketing Mix Models: Trends
and Research Opportunities. 2nd ed. London: Now Publishers Inc.
Kovacevic, M.M. (2013). TRENDS AND ISSUES IN GLOBAL TOURISM 2012. Annals of
Tourism Research, [online] 43, pp.651–652. Available at:
https://link.springer.com/content/pdf/bfm%3A978-3-642-17767-5%2F1.pdf [Accessed 25
Aug. 2019].
Nasser, R. (2019). Educational Reform in Oman: System and Structural Changes. Education
Systems Around the World. [online] Available at: https://www.intechopen.com/online-
first/educational-reform-in-oman-system-and-structural-changes [Accessed 17 Mar. 2020].
www.majancollege.edu.om. (2020). Home – Majan University College. [online] Available at:
https://www.majancollege.edu.om/ [Accessed 17 Mar. 2020].
www.majancollege.edu.om. (2020). Vision and Mission – Majan University College. [online]
Available at: https://www.majancollege.edu.om/about/about-majan/vision-and-mission
[Accessed 17 Mar. 2020].
Dobrivojević, G. (2013). Analysis of the Competitive Environment of Tourist Destinations
Aiming at Attracting FDI by Applying Porter’s Five Forces Model. British Journal of
Economics, Management & Trade, 3(4), pp.359–371.
TravelDailyNews International. (2018). Oman welcomed more than 3 million tourists in
2018. [online] Available at: https://www.traveldailynews.com/post/oman-welcomed-more-
than-3-million-tourists-in-2018.
Oukil, A., Channouf, N. and Al-Zaidi, A. (2016). Performance evaluation of the hotel
industry in an emerging tourism destination: The case of Oman. Journal of Hospitality and
Tourism Management, 29, pp.60–68.
Baporikar, N. (2011). Emerging trends in tourism industry in Oman. Global Hospitality and
Tourism Management Technologies. 116-135.
Running Head: Inbound Tourism in Oman
8 | Page
Tewari, V. (2019). Seasonality in Tourism: The Case of Oman. Ottoman Journal of Tourism
and Management Research, 4(2), pp.463–476.
Khan, M.F.R. and Krishanamurthy, J. (2016). FUTURE OF OMAN
TOURISM. PERCEPTION OF THE STUDENTS IN TOURISM STUDIES. International
Journal of Tourism & Hospitality Reviews, 3(1), pp.01–11.
Henderson, J.C. (2014). The Development of Tourist Destinations in the Gulf: Oman and
This report demonstrates the importance of inbound Tourism in Oman. A new MA program
has been introduced in Majan College. This program is going to be started in January 2021,
after the coronavirus issue has been dealt with so students’ health will not be affected in any
way. This program mission is to provide valuable knowledge to students about inbound
tourism in Oman. Majan College is a well reputed multi-cultural private college located in
Muscat, Oman with over 25 years of excellence (www.majancollege.edu.om, 2020.). This
college provides the excellent study experience, courses and facilities to its students like
courses in business, management and computer science. This college faculty is full of multi-
ethnic staff with many years of experience in their respective fields. The college top
management is quite competent and research-oriented. This MA degree will provide all
students the best ever post-graduation study experience in Oman with the lot of opportunities
to work with real companies and their inbound travel strategies in Oman.
1. Situation Analysis
Situation external clearly defines all external and internal factors of organization.
Vision and Mission
"To be a leading University that provides higher education of international standards in a
dynamic environment that values cultural diversity, integrates technology, fosters knowledge
creation and builds sustainable skills for employment and lifelong learning."
Vision of Majan College is to develop an environment that meets international standards and
provides rigorous training to staff and students to be successful in their careers
(www.majancollege.edu.om, 2020).
"To provide an innovative learning environment that emphasizes the intellectual disciplines
required in local, regional and international contexts".
The mission of Majan College is to cultivate a life-long learning organization. Research and
learning are the main goals for all staff members as well. The University of Bedfordshire is
directly affiliated with the College and award degrees to all students
(www.majancollege.edu.om, 2020).
2. External Analysis (Macro)
External analysis of Majan College and program includes all major factors which helps in
daily operation of college.
Target Market
The target market for this MA course introduced is for all graduation students who wants to
gain knowledge about all inbound tourism happening in Oman (Ward, 2017). They can get
positions in several travel agencies or any travel sector of Oman. Employees of Ministry of
tourism in Oman can also find this course helpful in this regard. Travel agencies’ staff , cruise
ships’ staff or airlines’ staff can also get enrolled in this course for securing better position in
job market. This course is affordable and targeted for all students with every financial
background. Everyone above age of 20 can get enrolled in this course. Financial aid is
available and every deserving student can apply for it. With diverse courses offered in this
program, students can’t find any other program relatable to this in other colleges.
Running Head: Inbound Tourism in Oman
4 | Page
Competition and customers
Competition of market is quite competitive in this regard as other colleges in Oman have
already introduced this course but the additional courses and material are efficient for the
uniqueness of this course quality (Douglas and Hubert, 2010). University of Strathclyde
Business School centre and Sultan Qaboos university in Oman are offering MA courses in the
same program and they have slightly different approach than Majan College. Their focus is
more towards tourism management than tourism strategies. But their strategies are quite
strong with accreditations from UK Universities. Digitalization of the world is increasing at
the rapid pace and Middle East countries have not adapted to it quickly like other Asian
countries (Kovacevic, 2013). So, educational development has taken time in Oman. But as
government in Oman has also provided several opportunities to its natives for digitalization
of Oman, educational institutions are also providing e-learning platforms and colleges are
built on international educational standards (Nasser, 2019). Students and consumers are more
interested in Oman’s inbound tourism strategies as Oman is visited by many tourists from all
around the world. This course will definitely be a success among students as it offers e-
learning platform with MA degree course focused on tourism strategies in Oman.
Competition Analysis using Porter’s 5 Forces Model
Michael Porter developed the five forces model which provides analysis and competitiveness
of environment. In this case, we are going to apply it for inbound tourism in Oman. Those 5
factors are competitive rivalry, threat from new entrants, threat from buyers, suppliers and
substitute products or services (Dobrivojević, 2013). We can deduce the effective analysis
and determine the opportunities and threats existing in the competitive environment of Majan
College.
Competitive Rivalry
This program is quite new and unique which is not in any way a threat for rival colleges
discussed above. There are travel programs like MS in tourism management and in general
tourism offered by those colleges but not of such specialization in tourism strategies so those
programs are completely different and cannot affect this program in any way (Oukil,
Channouf and Al-Zaidi, 2016). The threat is of quite minimal level until any other program of
same type is started by any other prestigious college in Oman.
Threat from New Entrants
There are no any immediate threats from new entrants in the travel program but MA courses
in tourism are offered in colleges discussed above. It will take some time for other colleges to
start this same program and getting level of accreditation of that program rival to University
of Bedfordshire. The college higher authority has advanced 3-4 year plans for introducing
further improvements in this program.
Threat from Buyers
The main threat of this program which we can assume is that it is a new program and many
students may not be enrolled in it at first as many students just have know how of MA in
tourism management program. But as in 2018, over 3 million tourists visited Oman so the
travel industry may pique interest of students and digital marketing with the admitted
students’ feedback will also help greatly (TravelDailyNews International, 2018). If any other
college is going to introduce this sane program focused on tourism strategies then they have
Running Head: Inbound Tourism in Oman
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to do it by proposing strong infrastructure of program with competent staff like Majan
College.
Threat from Suppliers
The college staff and books for this program are main suppliers of this program. The Majan
College proposed the best books and course material for this program which is accredited by
University of Bedfordshire. The professors who will be teaching this program are quite
competitive and are of international standards. As this program is going to start after
coronavirus issue is dealt with, the college will provide all latest health equipment and trained
doctors in dispensary. Students can easily follow up with them if they have any symptoms or
any other health related issues. Healthcare provided will be free for students.
Threat from Substitutes
This program is unique than other programs introduced in other colleges so there will be no
good substitute at this time (Baporikar, 2011). This will give ample time to Majan College to
improve all educational policies introduced in the program.
PESTEL Analysis
This analysis is quite detailed and effective strategy can be made by doing this analysis.
PESTEL stands for Political, Economic, Social, Technological, Environmental and Legal
factors. This is used in collaboration with SWOT and statistical analysis.
Political Factors
The political influence of inbound travel in Oman cannot be denied as every year millions of
tourists visit Oman (Baporikar, 2011). Oman Government has introduced several travel
strategies and Majon College has planned to include all those policies to teach students and it
will affect political environment in a positive way.
Economic Factors
For attracting foreign investment and funds, all economic factors are included. The other
college should must have funding and investment to start this same program in Oman. The
expenditure of every student on this program cannot be out of bounds as it is affordable and
beneficial for economy (Tewari, 2019).
Social Factors
Social factors also impact on how many students are interested in being enrolled in this
program (Khan and Krishanamurthy, 2016). The previous pattern of students being enrolled
in travel programs in colleges mentioned above are also considered in this case.
Technological Factors
The advancement in technology also helps in considering the value of this MA program. E-
learning platform and online assessments modules are being introduced in several other
tourism programs in other colleges (Khan and Krishanamurthy, 2016). So technologically,
Majon College has already introduced e-learning platform which is quite competitive and
helpful in coronavirus crisis for remote learning.
Environmental Factors
Environmental factors also affect the quality of the program (Henderson, 2014). If conducting
environment of college is better then travel course offered by college will definitely become
successful.
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6 | Page
Legal Factors
Laws and regulations governing the conduct of this MA course for inbound tourism plays an
important role. Inbound travel operations in Oman are operated in accordance with
Government rules and regulations (Henderson, 2014). These legal factors will also be
considered while teaching this course and many employees of travel agencies or airlines will
find it useful in this regard.
3. Internal Analysis (Micro)
Internal Analysis includes SWOT analysis detailed below.
SWOT Analysis
The SWOT Analysis is the best pre-requisite for a good marketing plan.
Strengths
A well-branded course from best
college
The unique course with
specialization of inbound tourism in
Oman
Skilled and well trained staff and
professors
Accredited from University of
Bedfordshire
Top ranked college of Oman
Weaknesses
Rare genre course of post-
graduation like inbound tourism
strategies
Fear of Coronavirus is major issue
of admissions
Low-level consideration of new
courses introduced
Less confidence of course because
of no feedback
Lower consideration of other
colleges’ travel courses
Opportunities
A reputable course for introducing
the best course regarding inbound
tourism in Oman
Opportunity to expand this course
with certifications and e-learning
Opportunity to add skilled staff of
international standards
Threats
The rise of same tourism
specialization course being
introduced by other colleges
Highly competitive university
offering same specialization course
in future
Same course being offered in less
amount In other colleges
Conclusion
All factors including PESTLE and SWOT analysis provide the best factors for marketing
plan. More insights can be deduced by all factors discussed above. Many MA courses are
being offered in other colleges about tourism and its management but all of them are not
offering specialization in inbound travel strategies in Oman. However, Oman is quite popular
in travel and the course offered can help Oman economy in a great way by getting employees
who implement various travel strategies for increasing inbound tourism in Oman.
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7 | Page
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