Executive Summary The global tour industry has changed significantly due to a number of forces (Showker 28). Abercrombie & Kent is a leading player in the global tour industry. With over 70 destinations across the globe, the firm analyzes the needs of its customers in order to deliver personalized services. The company analyzes the forces experienced in the industry before implementing the best business strategies. The firm’s marketing approach is characterized by powerful segmentation, targeting, and positioning strategies. A powerful marketing mix is then implemented to address the unique needs of the clients. Such measures explain why Abercrombie & Kent remains competitive in the industry. This paper gives a detailed analysis of the corporation’s business and marketing strategies. Overview of the Market Situation Many people travel to different destinations for business purposes, recreation, or leisure. These people “travel and live in different regions outside their homes or communities” (Showker 53). Many tour companies have emerged to offer quality services to these clients. The industry is currently attracting more competitors and players. Companies that have the potential to deliver exemplary services to their customers eventually realize their potential. The tour market is characterized by various challenges and threats that must be clearly understood by different players (Becker 49). The SWOT Analysis presented below summarizes the issues associated with the global tour industry. Abercrombie & Kent Company embraces new strategies and marketing approaches that tackle the challenges facing the industry. Strengths                                                                                  Weaknesses                                                                                         * English is used in many regions across the globe.                                        * Some destinations are isolated.                                                                * The diversity of nature is a major strength.                                             * Many companies lack proper service delivery models.                                            * The market has many service providers.                                                   * Many customers are dissatisfied with most of the available services.                           * Diversity in global culture attracts more tourists.                                      * Technology is not exhausted in the industry.                                                   * Tourism is supported by many governments across the globe.                               * Some destinations lack good infrastructure.                                                  Opportunities                                                                                                                                                                                 * Some regions are politically stable.                                                   Threats                                                                                            * The rate of economic growth in the developing world has led to better infrastructure.    * Competition has become a critical threat in this industry.                                     * New locations/destinations emerge every day.