Government & Public

A new strategy to consolidate market position

Switzerland Travel Center (STC), the leading Swiss tour operator, is shifting its strategic focus to current issues together with Zühlke.

Picture of Bernina Express

Adressing market challenges

  • Switzerland Travel Center (STC) is one of the leading tour operators in Switzerland.
  • To ensure continued success in the future in the face of stiff market competition, it needs a forward-looking strategy which builds on its strengths.
  • With the new strategy, the tour operator aims to tackle current issues affecting the market.

A 'Playing to Win' Approach

  • Using a “playing to win” approach, a proposed set of strategic goals is developed and presented to the Board in a series of workshops organised in collaboration with the management of STC.
  • The first phase involves identifying and prioritising topics with future relevance.
  • Once chosen, strategic goals are defined, and measures derived for these topics.
portrait photo of Michael Maeder, CEO, STC
' Thanks to Zühlke’s support in both content and methodology, in a series of workshops, we managed to get management on side right from the off, and together we developed a strategy that builds on our strengths while also providing a basis for future success. '
Michael Maeder

Strategy Development and Implementation

  • STC gains an overview of the trends, customer requirements, political and economic developments, and environmental topics relevant to it going forward.
  • The new strategy is developed in cooperation with the management team and validated by the Board, providing a starting point for lean, automated processes, and an adapted market and product strategy.
  • A roadmap with measures provides guidance around implementation.