FINAL PROFESSIONAL PROJECT
APPROACH OF COMPANY
Teacher : Séverine BONY
Objectives & Evaluation
Pedagogical objectives :
BBA 1 - TOURISM AND HOSPITALITY  Strengthen one's ability to analyze and develop
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a tourist structure
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BBA 1 - IT TRAINING  Strengthen technical skills in order to develop a site
BBA 1 - BUSINESS  Strengthen the ability to present, analyze and develop a market
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Method(s) of evaluation of the professional project :
A paper presentation on Word – 10 pages
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PowerPoint for oral presentation – 10 slides max
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Oral presentation: 20 minutes
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Submission of the professional project : ?
NB: in the event of non-conformity in the context of the submission of the professional file
(insufficient pages, unsuitable content, plagiarism, time limit exceeded, etc.), the
candidate will not be allowed to take the test and will therefore be given a zero.
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BBA 1 - TOURISM AND HOSPITALITY  Analyze and develop a tourist structure (around Montpellier)
BBA 1 - IT TRAINING  Analyse a company and implement technical skills to in order to develop his activity
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(around Montpellier)
BBA 1 - BUSINESS  Present, analyze and develop a market for your chosen company (around Montpellier)
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Session 1 : February 16th = Look for a company + Why did you choose this company ?
Session 2 : February 21th = Presentation of the company
Session 3 : March 2th = Internal diagnosis (SWOT / Mix Marketing)
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Session 4 : March 9th = External diagnosis (PESTEL / Competition)
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Session 5 : April 3rd = Write a problematic / A question to answer and make recommendations
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Session 6 : April 17th = Proposed recommendations : what recommendations can you make to :
BBA 1 - TOURISM AND HOSPITALITY  develop this tourist structure ?

BBA 1 - IT TRAINING  develop technical skills for your chosen company?

BBA 1 - BUSINESS  develop a market/brand or product for your chosen company?
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Session 7 : April 25th = Proposed recommendations + Conclude on the expected effects and the
perspectives of evolution
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Session 8 : May 4th = Final check on your written presentation + Preparation for oral presentation
SESSIONS 1, 2, 3, 4
Groups
Group 1
Group 2
Group 3
Group 4
Name
Speciality
Chosen company
Shamsher
Business
Le domaine de Verchant
Vipin
Business
Le domaine de Verchant
Khaled
IT
Le domaine de Verchant
Janitha
IT
Le domaine de Verchant
Ankit
Business
Decathlon
Charisma
Business
Decathlon
Justin
IT
Decathlon
Ashok
IT
Decathlon
Ahmad
Business
Planet Ocean
Alish
Business
Planet Ocean
Rasheed
IT
Planet Ocean
Sharad
IT
Planet Ocean
Raman
IT
Sephora
Revica
IT
Sephora
Arsema
Business
Sephora
Kripa
Business
Sephora
Groups
Group 5
Group 6
Name
Speciality
Chosen company
Amrit
IT
Seaquarium
Rabindra
IT
Seaquarium
Anish
IT
Seaquarium
Ajay
IT
Seaquarium
Imane
Tourism
Club Med
Ajmal Basith
Tourism
Club Med
Atleena
Tourism
Club Med
Yaman
Tourism
Club Med
I – Choose a company
II - Introduction
 Who are you? (name, nationality, your speciality Tourism, Business, IT, studies/background…)
 Why did you choose this company? Why this industry? Professional project related to it?
III – Presentation of the company
• Name of the company
• History of the company
• Localization
• Sales revenue/Sales turnover
• Number of employees / Organization chart
• Products/services…
• What is so special about your company? What is the adding value?
IV – Diagnostic of the company
 Internal diagnosis (SWOT + Mix Marketing 4 Ps)
 External diagnosis (PESTEL + Analysis of competition)
V – Write a clear problematic / A question to answer to help the company to develop its activity
VI – Proposed recommendations : what recommendations can you make to :
BBA 1 - TOURISM AND HOSPITALITY  develop this tourist structure ?

BBA 1 - IT TRAINING  develop technical skills for your chosen company?

BBA 1 - BUSINESS  develop a market/brand or product for your chosen company?

VII – Conclusion
Strategic tools of analysis
- SWOT
■
SWOT is a business tool that deals with the internal and the external factors of
the business.
■
It is an acronym which stands for: strength, weakness, opportunities and
threats.
■
It uses the basic data of the business to identify what strengths and
weaknesses the business has. It also helps the business to spot the
opportunities that may arise and the threats it is likely to face.
■
The analysis:
– Synthesis of the internal data to list the weaknesses and the strengths of
the firm.
– Collect the external data to identify the possible threats and opportunities.
Mix Marketing – The 4Ps
Mix Marketing – The 4Ps
■ Product
– as anything, either tangible or intangible (such as a service) offered by the
firm
– a solution to the needs and wants of the consumer
– profitable or potentially profitable
■ Place
– is the process of making a product or service accessible for use or
consumption by a consumer.
Mix Marketing – The 4Ps
■ The 3 basic objectives of promotion are :
– to present information to consumers and others
– to increase demand
– to differentiate a branded product or service (through advertising, public relations, sales
promotion, etc)
■ The price is the amount a customer pays for the product. A well chosen price should:
– increase profit and generate sales
– gain market share
– establish an appropriate image
Mix Marketing – The 4Ps
■ Marketing is the science of choosing target markets through market analysis and market
segmentation, as well as understanding consumer buying behavior and providing superior
customer value.
■ What is value?
– Value is a customer's perception of relative price (the cost to own and use) and performance
(quality) of a product.
■ Value includes:
– an organization's reputation
– product benefits
– technological characteristics as compared to competitors
PESTEL
■ A PESTEL analysis is a framework or tool used by marketers to analyse external factors that have
an impact on an organisation.
■ The result can be used to identify threats and weaknesses in a SWOT analysis.
PESTEL
■ PESTEL stands for:
–
–
–
–
–
–
P – Political
E – Economic
S – Social
T – Technological
E – Environmental
L – Legal
PESTEL
■ Political factors:
– These are all about how and to what degree a government intervenes in the
economy (government policy, political stability or instability, foreign trade policy,
tax policy, labour law, environmental law, trade restrictions).
■ Economic factors :
– Significant impact on how an organisation does business and also how profitable
they are (economic growth, interest rates, exchange rates, inflation, disposable
income of consumers and businesses).
■ Social factors:
– Socio-cultural factors are the areas that involve the shared belief and attitudes of
the population (population growth, age distribution, health consciousness, career
attitudes).
PESTEL
■ Technological factors:
– We all know how fast the technological landscape changes and how this impacts
the way we market our products (new ways of producing goods and services,
distributing goods and services, communicating with target markets).
■ Environmental factors:
– These factors have become important due to the increasing scarcity (pénurie) of
raw materials, polution targets, doing business as an ethical and sustainable
company. More and more consumers are demanding that the products they buy
are sourced ethically.
■ Legal factors:
– Legal factors include health and safety, equal opportunities, advertising standards,
consumer rights and laws, product labelling and product safety.
Analysis of Competition
I – Competitors :
 How many competitors do you have?
 Who are they?
 How is the quality of their product compares with yours?
II – Threat of substitution :
 Is there a threat of substitution? It rises when customers find it easy to switch to another
product (cheaper, or better, or both), or when a new and desirable product enters the
market unexpectedly.
III – New competitors :
 Is there potential rivals entering your market? If it takes little money and effort to enter your
market and compete effectively, or if you have little protection for your key technologies,
then rivals can quickly enter your market and weaken your position.
 However, if you have strong and durable barriers to entry, then you can preserve a favorable
position and take fair advantage of it.
 These barriers can include:
 Complex distribution networks
 High starting capital costs
 Difficulties in finding suppliers who are not already committed to competitors