Annual Plan 2013
Course: Annual Planning Cycle
2. External environment
2.1 Macro environmental level
2.1.1 Economic Environment
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|
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
Increase in spending power in both German and Dutch market
The graphs indicate the commodity prices (outlook) for 2013
Commodity prices will increase in 2013
‘’ General inflation in the Netherlands will be 0%’’
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.
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
After some tough years the economic outlook for the UK is back on track again
Growing market in the United Kingdom
2.1.2 Demographic environment
The graph shows that there are more and more elderly in our society
Due to the rising amount of elderly, we can expect an increasing market for seniors.
2.1.3 Political-legal Environment
According to the report of Bakas, unemployment rates for European adolescents are still increasing daily.
Higher unemployment rates for European adolescents will affect their spending pattern, and might also affect their holiday destination.
Unemployment rate for Dutch young adults is increasing
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.
The higher the VAT, the more likely prices will have to increase as well.
There is a higher VAT for 2013
2.1.4 Technological Environment
‘’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.
Tremendous increase of social media
2.1.5 Socio-cultural Environment
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)
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.
Big growing market for family travel
Teambuilding events are becoming more...