GAP 360 ANALYSIS
1. Introduction
Direct marketing is a vital part of many organisation's core business plan, consumer data, collected and held on in an information storage system, can steer a company's operational practice. (Tapp, 2008) A solid marketing strategy will use consumers and existing customers as a basis, and then critically examine the organisation from this angle to internal business. For this paper, Gap 360 Ltd has been selected as a case study. Gap 360 Ltd is a company which focuses on the gap year travel industry, their strategic aim is to become the leading brand in the UK gap year travel market. However, this aim cannot be achieved without thoroughly comprehending their position, relative to three environmental forces through a situational analysis (See Appendix 1). The situational analysis will examine, the macro, micro, and market environments. Many companies undertaking a situational analysis will need to identify both their current resources, and their market position, with reference to both their customers and their competitors, accounting for the fact that businesses exist within a fluid, changeable environment. (Thomas and Housden, 2011). This report will review and present a situational analysis of Gap 360 Ltd.
2. Macro Environment Analysis
In order to thrive and survive in this challenging market, Gap 360 Ltd could have a sound grasp of the macro environment which surrounds them. This understanding can lead to a shift in the operational and strategic procedures of the business in response to the wider market conditions (Hooley et al. 2007). In order to achieve this understanding, a PESTLE analysis is a vital tool as it provides a holistic overview of the macro environment surrounding Gap 360 Ltd. The acronym PESTLE represents political, economic, social, technological, legal and environmental, which is examining the current macro conditions through the varied lenses of these different considerations.
Regarding to Political factor,
Direct marketing is a vital part of many organisation's core business plan, consumer data, collected and held on in an information storage system, can steer a company's operational practice. (Tapp, 2008) A solid marketing strategy will use consumers and existing customers as a basis, and then critically examine the organisation from this angle to internal business. For this paper, Gap 360 Ltd has been selected as a case study. Gap 360 Ltd is a company which focuses on the gap year travel industry, their strategic aim is to become the leading brand in the UK gap year travel market. However, this aim cannot be achieved without thoroughly comprehending their position, relative to three environmental forces through a situational analysis (See Appendix 1). The situational analysis will examine, the macro, micro, and market environments. Many companies undertaking a situational analysis will need to identify both their current resources, and their market position, with reference to both their customers and their competitors, accounting for the fact that businesses exist within a fluid, changeable environment. (Thomas and Housden, 2011). This report will review and present a situational analysis of Gap 360 Ltd.
2. Macro Environment Analysis
In order to thrive and survive in this challenging market, Gap 360 Ltd could have a sound grasp of the macro environment which surrounds them. This understanding can lead to a shift in the operational and strategic procedures of the business in response to the wider market conditions (Hooley et al. 2007). In order to achieve this understanding, a PESTLE analysis is a vital tool as it provides a holistic overview of the macro environment surrounding Gap 360 Ltd. The acronym PESTLE represents political, economic, social, technological, legal and environmental, which is examining the current macro conditions through the varied lenses of these different considerations.
Regarding to Political factor,