Annual Planning Cycle Center Parcs

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Center Parcs de Eemhof
Annual Plan 2013
Course: Annual Planning Cycle
Phase: 2

Abbreviations

Executive Summary

2. External environment

2.1 Macro environmental level

2.1.1 Economic Environment
Identification A

Economic growth the Netherlands Economic growth Germany Source: Rijksoverheid the Netherlands Source: Bundesbank Germany

Germany annual growing % of GDP 2011-2013|
Year| 2011| 2012| 2013|
GDP growing %| 1,5%| -0,3%| 1,1%|

The Netherlands annual growing % of GDP 2011-2013|
Year| 2011| 2012| 2013|
GDP growing %| 1,0| -0,3| 0,7|
Implication
Both sources indicate the GDP and the annual growing in Germany and the Netherlands. In those sources we can either see if the GDP per country is increasing or decreasing. As we see in both the Netherlands and Germany the GDP is growing comparing it to last years performances

Conclusion
Increase in spending power in both German and Dutch market
Identification B:

Commodity income
Implication:
The graphs indicate the commodity prices (outlook) for 2013

Conclusion:
Commodity prices will increase in 2013

Identification C:
‘’ General inflation in the Netherlands will be 0%’’
(Brundell, 2012)

Implication:
Where normally inflation is higher than 0%, which will lead to a decrease of spending power, now the inflation is 0%, so that the spending power of the Dutch is not affected.

Conclusion:
Since spending power is not effected, the Dutch will not have a decrease in money they can spend. Since most of the Eemhof’s customers are Dutch, this is an opportunity

Identification D:

Implication:
After some tough years the economic outlook for the UK is back on track again

Conclusion:
Growing market in the United Kingdom

2.1.2 Demographic environment

Identification

Implication
The graph shows that there are more and more elderly in our society

Conclusion
Due to the rising amount of elderly, we can expect an increasing market for seniors.

2.1.3 Political-legal Environment

Identification A
According to the report of Bakas, unemployment rates for European adolescents are still increasing daily.

Implication:
Higher unemployment rates for European adolescents will affect their spending pattern, and might also affect their holiday destination.

Conclusion
Unemployment rate for Dutch young adults is increasing

Identification B
Taxes are becoming a more popular way of raising money for governments. In the Netherlands, the VAT has increased up to 21%. Fortunately, renting out holiday homes still counts for the lower VAT 6%. VAT on all other services in F&B outlets for example have already been increased.

Implication
The higher the VAT, the more likely prices will have to increase as well.

Conclusion
There is a higher VAT for 2013

2.1.4 Technological Environment
Identification A
‘’Use of social media has increased tremendously in the past few years.’’ Implication:
Social media became very popular during the last few years. At the moment, more than one billion people around the world use some kind of social media. During holidays, 21% of all used applications concern social media.

Conclusion
Tremendous increase of social media

2.1.5 Socio-cultural Environment
Identification A
Demographic and lifestyle shifts are creating one of the hottest trends in travel and hospitality - multigenerational travel. The growth projections are significant. Europe is one of the top destinations. (Preferred Hotel Group, 2011)

Implication
De Eemhof is well suited for parents, grandparents and children in all combinations and all ages. The cottages are comfortable and the amenities are endless at the park.

Conclusion
Big growing market for family travel

Identification B
Teambuilding events are becoming more...
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