...ENVIRONMENT 4 4. MICRO ENVIRONMENT (Porter 5 forces) 5 5. SWOT MODEL 5 5.1 Strengths 5 5.2 Weaknesses 6 5.3 Opportunities 7 5.4 Threats 7 6. CHALLENGES 7 7. MARKETING INFORMATION 7 8. CRITICAL ANALYSIS OF THE CURRENT PLAN 8 9. POTENTIAL STRATEGIC OPTIONS FOR VISIT BRITAIN 8 10. RECOMMENDATIONS WITH JUSTIFICATION OF THE CHOSEN STRATEGIC OPTIONS 9 11. MARKETING MIX 9 References 18 1. INTRODUCTION: As a marketing consultancy team, we have been asked to review the current marketing plan of Visit Britain that was put together by an inexperienced marketing team. Visit Britain is a large tourist organisation, whose aims is to increase inbound tourism in Great Britain and to improve Britain’s ranking in the eyes of international travellers but also to expand the tourism industry. (VisitBritain, 2013) This report will require a Marketing This audit will critically analyse the current plan, it will identify areas that needs improvement on the plan also recommending strategies and tactics that can help Visit Britain to achieve their objectives with justification. This report will explore the macro environment, the micro environment and the internal environment of visit Britain using PESTEL, SWOT, and 5 PORTAL FORCES Models. Few growth strategic options will also be recommended justifying one of the only one of the strategy then growth marketing mix will be outlined in support of the strategic options recommended. 2. SITUATIONAL ANALYSIS The first...
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...How successful was Harold MacMillan as Conservative party leader? Harold MacMillan, a man who came from a middle class background studied at Eton. He became a Conservative MP in 1924, six years after serving on the front line during World War One. He held various positions in the Conservative party before becoming the leader. Such positions like: Minster for Housing and Local Government, Minister of Defence, Foreign Secretary and Chancellor of the Exchequer. In 1957, Harold MacMillan became the leader of the Conservative party and became Prime Minister after Eden’s retirement. Some would deem MacMillan as a saviour for the Conservative party after the Suez Crisis. Even though he was a supporter of Eden and his plans for the Suez Canal, he somehow deflected the blame from the whole party and passed it to Eden, who was former leader and Prime Minister. This didn’t affect Eden too much as he had already resigned as leader of the Conservative party and Prime Minister. If MacMillan didn’t pass the blame, the party would have struggled to keep their majority vote in parliament. In regards to the Economy, Macmillan was lucky to be voted in during the age of affluence where 60% of the population made it into the middle class (due to the loss of working people during the World Wars). It was a time where, compared to the austerity of the war years, wage, exports and investments were all on the rise. For example wage rose by 72% which could mean the population could spend more money on...
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...structure A Coca-Cola Great Britain case study Page 1: Introduction The Coca-Cola Company is truly global, and its main product is recognised and consumed worldwide. The Company organises and structures itself in a way that reflects that fact. At the same time, the Company looks to meet the particular needs of regional markets sensitively and its structure also needs to reflect that fact. This Case Study illustrates the way in which the Company has built an organisational structure that is robust and yet also flexible enough to meet these particular requirements. A global and local strategy The Coca-Cola Company is the world's largest beverage company and is the leading producer and marketer of soft drinks. The Company markets four of the world's top five soft drinks brands: Coca-Cola, Diet Coke, Fanta and Sprite. The success of The Coca-Cola Company revolves around five main factors: 1. A unique and recognised brand - Coca-Cola is among the most recognised trade marks around the globe 2. Quality - consistently offering consumers products of the highest quality 3. Marketing - delivering creative and innovative marketing programmes worldwide 4. Global availability - Coca-Cola products are bottled and distributed worldwide 5. Ongoing innovation - continually providing consumers with new product offerings e.g. Diet Coke (1982), Coca-Cola Vanilla (2002). The illustration shows the worldwide distribution of sales of Coca-Cola products by quantity in 2003. Although...
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...Great Britain and the American colonists had many conflicts throughout the 1700s that eventually lead to the signing of the Declaration of Independence. The multiple wars, the unfair taxes, and the horrible acts that the colonists had to deal with have helped shaped America today. Starting in 1753 and ending in 1763, the French and Indian War was the beginning of the end for Britain and the colonists. It all started in the 1740s, when British settlers, who were looking for farmland, moved into the Ohio River Valley. Previously, this land was claimed by France; however, Britain also claimed the territory as their own. In early 1753, France began building forts between the Ohio River Valley and Lake Erie. This frightened the Virginia Company, so they sent George Washington, a young surveyor in the militia, to order the French to leave.The French refused to leave, causing a major dispute between the two countries. Washington was...
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...and exploratory complications to colonial North America. As taxation intensified and British-colonial tensions brewed due to a prolonged military presence and a general clashing of cultures, expansion west of the proclamation line of 1763 became a problematic activity for settlers, as British management over the land westward of the boundary produced a monopoly on the administration and purchase of terrain, ultimately generating yet another source of discontentment for American colonists. Pooled together, these frustrations would later fashion the groundwork for what would become the American Revolutionary War. The French & Indian War rattled the economic framework of Britain so severely that it became forced to alleviate the weight of its debt through taxation upon the colonies. The Crown began to implement harsher policies as well as enforce preexisting ones, so as to quench the costs of war and British military occupation within North America. Products such as potash, wine, and silk became commodities difficult to acquire, as the fee to import them skyrocketed to undesirable heights. The Revenue Act of 1764, dubbed by the colonists as “The Sugar Act”, was a British-led effort to crack down on trade regulations, seeing as how most colonial merchants neglected the procedures and prices on the transacting of products such as molasses, coffee, and pimiento. Nevertheless, outraged merchants resumed their corrupt practices. Along with the increased taxation of foodstuff that paralyzed...
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...Africa in the period 1870-1981? Britain’s relationship with Africa was a very volatile one. By 1914 Britain was able to took control over nearly 30% of Africa’s population and most of African territory (5 million square miles) where under British control. By doing this Britain was able to gain the ‘Lion’s share’ over the other European powers which were competing for control in Africa. On the other hand by the end of the 20th century Britain’s influence in its African empire had shrinked dramatically. The process of colonization which mainly took part between 1870-1914 and decolonisation which started from the end of the Second World War until 1981 took place due to many and various reasons. Some of the reasons include Imperialistic and nationalistic feelings of the British people and of the Afrikaners , military conflicts, political actions and economic reasons. This essay will try to prove that the most important reason which influenced British relationship with its empire in Africa between 1870-1981 were economic reasons to a great extent as each and every action of the British leaders concerning Africa was either purely based on economic interest or had an indirect economic motive. To begin with before the 1870’s British policy towards its African empire was mainly focused on informal imperialism. This type of control was mainly focused on trading agreements as Britain did not establish territorial control. The primary purpose focused on purely economic interests. However...
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...transforming through time, in addition to the nation’s trade regarding both its goods and services. Britain was the first industrial nation; this explains the dominion it had in world trade. As this is the case, trade theories help explain the nation’s pattern of trade, considering its offer in knowledge and technology. Since the start of the 1900s Britain was capable to settle its debt on a multilateral basis. For example, UK would resolve part of its large deficit with the USA through the surpluses it earned with “Empire Countries”, such as India, with whom the USA, had deficit. By the Nineteenth century, Britain’s major sources of imports in order of significance were: The United States with cereals, meat and cotton; India with tea and wheat; Australia and South Africa, with wool and meat, and Canada with grain, timber and flour. UK’s trading partners were often countries it had colonial links. Its location in north-western Europe also accounted for some strategic trading partners, which were: France south across the English Channel; the Republic of Ireland west across the Irish Sea; Belgium, the Netherlands, Germany, Denmark, and Norway east across the North Sea. UK was basically the workshop of the world; it would trade with its Empire and then re-trade to more industrial countries. I agree with several historians who believe that competition from Germany, USA, and Japan caused Britain to turn increasingly to the exploitation of its realm. Especially those of...
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...the Behaviour of consumption of a product or a service to answer wish aiming at satisfying the need supported by the power of purchase. Let us keep that marketing does not create the need. On the other hand, it provokes wish for a product or a service which can answer the one - or even several - basic needs. If the number of needs is restricted, the number of wishes is infinite. It is the reason for which all imagination is associated to the product and to its functional characteristics is essential: one speaks about symbolic envelope which transcends the product itself. In marketing sense, a product is any entity likely to satisfy a need or a wish. It can therefore be: an object, a service, an activity, a place, a human being, an organization, an idea, etc... When a need meets the characteristics of a product or service, the benefit can be functional or symbolic. Examples: Functional benefit: « An apparatus autofocus (characteristics) allows achieving photographs every time (functional benefit); the presence of fluorine in a dentifrice (characteristics) allows not having teeth decays, not to suffer and to economize some silver (functional benefits) ». Symbolism benefit: « The wooden presence on the performance indicators (characteristics) allows expressing a certain social wealth in relation to its circle (symbolic benefit); the presence of mark Guerlain on a bottle of perfume (characteristics) allows meaning the refinement of the product (symbolic benefit) ». The success...
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...reflect the heavy weight of the Raid on Dieppe. Also, in my thesis, I will explain which interpretation I find the most persuasive. Narrative In the planning of the Raid on Dieppe Peter Henshaw stated in his article that there was no denying that Canadian had no involvement in the planning and that the British were doing it all. Here is what Henshaw said: “the operation was conceived, planned, and launched under the direction of the British officers as part of a wider strategy that Canadians had played practically no part in formulating.”[1] This is what Brian Loring Villa stated in his article that “The stubborn fact remains that at every important stage of the planning process McNaughton personally reviewed the work product and registered his approval under the authority delegated to him by the Canadian Government”.[2] It leads me to believe that the Canadians were very much involved in the planning of the raid as mentioned in Brian Villa’s book. Who was responsible for the Raid on Dieppe? Peter Henshaw stated that he strongly believed that the Canadian commanders were primarily responsible for the Dieppe fiasco.[3] He wrote in his book that “their struggle for autonomy, and for a leading Canadian role in raids, interacted with British interservice rivalries in a way that was decisive for the progress of the planned raid”.[4] Here is what Brian Villa wrote in his book....
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...Canada no longer planned to help Britain in battle, even when it was demanded of them to do so. During the “Chanak Affair”, in 1922 British forces struggled to contain a rebeling Turkey, due to the fact that they were heavily outnumbered. Britain then asked Canada to send troops in order to help Britain, but “King refused to send Canadians without question. King wanted Parliament to decide whether Canadian force should go” (Creating Canada 198). Prime Minister, Mackenzie King makes a bold statement when refusing to fulfill Britain's demands to send troops. This demonstrates the independence of Canada as they pull themselves out of Britain’s affairs when they do not send soldiers to help fight the Turks. Until 1923, all negotiations with other countries had to include Britain and any treaties made had to be co- signed by Britain. During the “Halibut Treaty” in 1923, Canada was in negotiation with the United States and eventually agreed on a treaty that included Halibut stocks. “Britain expected to co- sign the treaty as usual, but King said that the agreement did not concern Britain and Canada would sign on its own” (Crating Canada 198). Canada continues their clear desire to gain independence and fully depart from any British control by standing up to Britain and advising them that...
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...ADVANCED General Certificate of Education 2009 Business Studies Assessment Unit A2 2 assessing Modules 1 to 5 Objectives and The Business Environment, People in Organisations, Accounting and Finance, Marketing and Operations Management [A2T21] TUESDAy 26 MAy, AFTERNOON TIME 1 hour 40 minutes. INSTRUCTIONS TO CANDIDATES Write your Centre Number and Candidate Number on the Answer Booklet provided. Answer all questions. INFORMATION FOR CANDIDATES The total mark for this paper is 80. Quality of written communication will be assessed in all questions. Figures in brackets printed down the right-hand side of pages indicate the marks awarded to each question or part question. ADVICE TO CANDIDATES You are advised to take account of the marks for each question in allocating the available examination time. This is a synoptic paper in which you are expected to demonstrate your understanding of the connections between the different elements of Business Studies. 4433 A2T21 Read the information below and answer the questions that follow. The Wrigley Company Ltd 1 The vision of the Wrigley Company is to have “Wrigley brands woven into the fabric of everyday life around the world”. In 1970 the company relocated its UK factory and head office to a 45 acre site in Plymouth in the South West of England. Over 600 staff are currently employed there. The factory’s continuous investment in the latest production technology ensures the business’ ability to innovate...
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...the detrimental effects caused by war, especially in uniquely difficult and trying times of war. Specifically, Britain, the mid-eighteenth to early nineteenth centuries, experienced frequent and intense warfare which forced sectors of its economy to adapt to and mitigate the changes which normally affected a nation at war. The British economy dealt with wartime difficulties associated with rises in taxation, in foreign trade, and in financing wars themselves. Taxation, as a source of revenue to finance wars rose significantly, but the sums collected were often insufficient to alleviate growing debt. Foreign trade was often subject to embargoes, the politics of alliances, and privateering. Britain’s merchant class often faced the burdens associated with war. However, the case of the Continental System shows where Britain prospered despite the opposition it faced in commercial trade, making trade a practice where war did benefit Britain. In financing her wars, Britain borrowed heavily from the Bank of England, but after having been strained so much by multiple financial crises, the Bank could no longer supply the loans needed by the government. Eventually, the government had to borrow from the savings of the people in the form of issuing Consols and annuities. Generally each of taxation, trade, and war financing had more detrimental than positive effects upon Britain. II. War and its effects on demand To understand the strains felt by an economy...
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...Assess the causes of the General Strike There were many factors which lead to the General strike of 1926, some more important than others. One of the key factors which led to the General strike was Red Friday. This was a General strike that was planned to take place on the 31st July 1925. The background of this strike was that mine owners said that they were obliged to cut wages for their workers, and that they intended to do so. This angered the miners and the miners trade union, who organised the Red Friday strike to be held on 31st July 1925. The Government under Stanley Baldwin only managed to prevent this strike by offering the miners a temporary subsidiary to maintain wages. However, this only prevented the strike but did not solve the problem. The miners and their union were still angry at the mine owners. Another reason for the general strike of 1926 was the attitude of the people after the war. When the men returned from the war in France, they were promised by the Government "a land fit for heroes". This idea included new housing being built and good jobs for the men who had fought for their country. This however, never happened. Many men returned to their old jobs in the mines with poor wages. It is therefore not surprising that these men were not great supporters of their government. The strike would allow them the chance to show the government how they felt and that something had to be done to improve their lives. The return to the Gold Standard by...
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...The Rise of Market Society in Europe and the Industrial Revolutions in Britain MGMT 1030 Schulich School of Business The Three Industrial Revolutions-General Features 1)First Industrial Revolution (1760s to 1840s) ➢ Led by Britain, with the United States, France, and Germany following several decades later ➢ Marked by increases in agricultural productivity, the development of new transportation methods such as canals, the rise of urban society, and the growth of the factory system ➢ Typical new products were steam engines and factory-produced items such as cotton textiles and ironware 2)Second Industrial Revolution (1840s to 1940s) ➢ Led by the United States, Britain, and Germany ➢ Marked by communication and transportation revolutions, the development of the telegraph, railroads, and the internal combustion engine, and the development of the modern corporate structure ➢ Typical new products were steel, chemicals, and a wide array of consumer goods such as automobiles and home appliances 3)Third Industrial Revolution (1950s to present) ➢ Led by the United States and Japan ➢ Marked by the rise of the service economy, international financial and trade transactions, and the introduction of the computer ➢ Typical new products were consumer electronics and a wide array of pharmaceuticals The Pre-Market Economy to 1700 1)Economic Society in the European Middle Ages A)The Manorial System ...
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...The British ended up winning that war, along with the colonists. Because of the war though, the British had a huge war debt on them. They also left an army to protect the colonists from Native American attacks, which the army was growing smaller and smaller. Because of this, Prime minister George Greenville, asked Parliament to tax the colonists. This would pay for the war debt and Protection. The colonists responded saying that they are Independent from Britain. They demanded that Parliament have their word before taxing them. Colonists also believed that they had no direct representation for taxing them, So they protested. Pontiac’s Rebellion and Proclamation of 1763 Was the Pontiac’s Rebellion a bad thing? Definitely yes at this time. Chief Pontiac continued the effort against the British. They we’re upset at the French for giving the land over that did not entirely belong to them. So because the British we’re weak after the war, they signed the Proclamation of 1763. It kept the colonists from crossing the Ohio River Valley. The colonists didn’t care. They crossed it. They settled the...
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