Marketing Strategy

Contents

1. Introduction 3
2. Current Operating Environment 3
   2.1.1. Porters Five Forces – Online Travel Agent 4
   2.1.2. Competitor Analysis 5
   2.1.3. Threat of new entrants to the market 6
   2.1.4. Bargaining power of buyers & suppliers 7
   2.1.5. SWOT Analysis 7
   2.1.6. Micro Environment – Buyer Behaviour 8
   2.1.7. Macro Environment 8
3. Digital Marketing Plan 8
   3.1.1. Marketing Objectives 8
   3.1.2. Digital Strategy 10
   3.1.3. Target Market 10
   3.1.4. Positioning and Differentiation strategy 11
   3.1.5. Marketing Mix (4Ps) 12
4. Implementation - Website 13
   4.1.1. Accessibility & Usability 13
   4.1.2. Wireframes & Designs 13
   4.1.3. Social Media Strategy 14
   4.1.4. Search Engine Optimisation Strategy 15
   4.1.5 Domain & Hosting costs 16
5. Measurement Strategy 16
   5.1.1. Website Metrics 16
   5.1.2. Social Media Metrics 17
   5.1.3. SEO Metrics 17
6. Resources & Limitations (Inc. Budget) 17
7. References 18
8. Appendix 19

1. Introduction

This report will analyse the travel industry to aid the creation of a detailed strategy which will be used to create a multi-channel online presence for “We take you there travel” (WTYTT). A strategic marketing plan will help create & then develop the online presence of WTYTT and strengthen their position in the travel industry. This report will provide clear aims & SMART objectives to enable the expansion of WTYTT each of which are measurable in terms of performance.

1. Current Operating Environment

The role of traditional high street travel agents, defined by (Mintel, 2014) as “bricks and mortar” agents has been negatively affected by the introduction of the Internet. Previous generations the high street travel agent was the go too place for enquiring, researching and booking holidays. However, according to a 2014 Mintel report the number of people visiting travel agents is on the decline. The total number of bookings made with a travel agent has declined 12.4% since 2009.
Whilst the UK has suffered from a huge recession it appears to have had no impact on the travel industry. Tourism Alliance, (2014) stating that the UK travel industry has continued to grow from strength to strength. The travel industry is in fact the 5th largest Industry in the UK Tourism Alliance, (2014) and is worth in excess of £25 billion per annum to the UK economy.
A number of travel agents have been reluctant about making the shift to establish their business online, WTYTT. included. It is apparent that there are no issues with the products provided by WTYTT, as demand is increasing year on year according to (ABTA, 2014). However, there are a number of papers that suggest both positives and negatives for adopting an online presence (Jacobsen & Munar, 2012).
As in many cases competitors of WTYTT are now making use of both online and offline marketing channels, therefore to gain a competitive edge in the marketplace. These competitors should be analysed as part of the process of gathering data & information (Drummond & Ensor, 2001).
The introduction of the Internet changed the entire landscape of the travel industry, enabling suppliers to move from an “Intermediation” process to one of “Disintermediation”. Prior to the Internet suppliers would rely on an intermediation process were all suppliers would rely on 1 global system. The intermediary system is a real time system that provides agents with up to the minute information on Holidays, Flights and Car rentals (Dogac, 2004). Disintermediation now enables suppliers to create and invest in their own brands and websites which If done correctly can help to set them apart from their competitors, add value to their business and increase marketplace competition.
Devices with Internet access are becoming ever more accessible and therefore more people are turning to the Internet when looking for a holiday. Having the ability to search online for holidays enables users to search through lots of different offers from a whole host of agents within a matter of minutes easily tailoring the holiday to fit both location and budget requirements (Cheung & Lam, 2009). The statistics from (ABTA, 2013) report shows that there is a clear increase in the number of holidays booked online with 49% of holidays abroad booked online in 2013.
According to (Mintel, 2014) nearly 50% of those asked commonly use search engines such as Google, Yahoo and Bing as a main source to find information. With such a high number of users looking for information via search engines it’s important to consider this as part of the implementation strategy. Potential customers don’t just want to find information about holidays to book but they are also searching review websites according to (Mintel, 2014) so they can do some background research and then go on and book with confidence. According to (Mintel, 2014) 33% of respondents use sites such as Trip Advisor to hear what other customers are saying as it’s believed users trust customer reviews over a traditional salesman. Again these platforms will need to be taken into account and integrated into the implementation strategy when developing the online presence.
2.1.1. Porters Five Forces – Online Travel Agent

The Porter’s five forces is a simple yet powerful tool which helps to understand where power lies within a Business and what the potential is for profitability within the selected industry (MindTools, 2016).
“With a clear understanding of where power lies, you can take fair advantage of a situation of strength, improve a situation of weakness, and avoid taking wrong steps.” (MindTools, 2016)

Using the Porter’s five forces tool in relation to the travel industry helps easily identify potential threats to WTYTT’s online presence. Having this information enables easy assessment of any impact that a potential threat could carry and then were required/possible mechanisms can be put in place to overcome these.

Figure one: Porters five forces: MindTools.com
The diagram above shows, the main threat to WTYTT is competitive rivalry in the form of other online travel agents, Independent retailers and mainstream family holiday parks such as Butlin’s, Center-Parcs and Haven. The diagram also identifies a potential threat from new entrants to the market, with the traditional high street market place declining and online sales increasing. This indicates a significant shift in one direction. An increase in new entrants to the online marketplace could potentially affect WTYTT negatively as it will become more difficult to establish an online presence. Therefore building a strong brand, having two way communications with customers and developing a strong SEO keyword campaign/strategy will become vital.
2.1.2. Competitor Analysis

Competitor Analysis - Package Holiday Providers:

WTYTT
Ryan Air
Expedia
Trip Advisor
Booking.com
First Choice
Easy Jet

Services

UK Breaks
Flights, Package holidays. UK & International

Flights, Package holidays. UK & International
Hotels, Flights, Rentals
Package holidays
Flights, Package holidays. UK & International

Hotels, Flights, Rentals

Pricing

Low
Low
Mid-range
Mid-Range
Low
Mid-High
Low

Place

High Street
Online only
Online only
Online only
Online only
High street & online
Online only

Promotions

None
Lower cost off peak times
Lower cost off peak times
Lower cost off peak times
Lower cost off peak times
Lower cost off peak times. Free kids places – peak times
Lower cost off peak times

Brand Image

Small family run business
No frills – budget service
No frills – budget service
Trustworthy, reliable source of information
Modern
Expensive yet reliable & trustworthy. Family orientated services.
No frills – budget service. Corporate feel, tailored towards business flights.

USP

Lots of experience
Cheap European flights
Personal service
Great reviews
Free to cancel booking
Exclusive deals
Quick & affordable service

Additional (Website-Social media)

No online presence
Good website – Good social media presence
Good website – Good social media presence
Good website – Good social media presence
Good website – Good social media presence
Good website – Good social media presence
Good website – Good social media presence
Table one: Competitor analysis

Competitor Analysis - UK Family Breaks:

WTYTT

Haven
CenterParcs
Hoseasons
Butlin’s
Park Resorts

Services

UK Breaks
Usually campsites offering caravans, tents & Glamping. Number of set locations within the UK

Chalet style accommodation with some log cabins. All within 1 complex with something for all the family. 5 locations throughout the UK
Usually campsites offering caravans, tents & Glamping. Number of set locations within the UK
Usually campsites offering caravans, tents Number of set locations within the UK
Usually campsites offering caravans, tents & Glamping. Number of set locations within the UK

Pricing

Low
Mid-High
High
Mid-Range
Low-Mid
Mid-High

Place

High Street
Online only
Online only
Online only
Online only
Online only

Promotions

None
Lower cost off peak times
Lower cost off peak times
Lower cost off peak times
Lower cost off peak times
Lower cost off peak times.

Brand Image

Small family run business
Family orientated products. Quite expensive
Fun and exciting. Excellent break for families.
Family orientated products.
Family orientated products. Very cheap, no frills
Fun and exciting. Excellent break for families and young couples.

USP

Lots of experience
Something for everyone
Something for everyone. No cars allowed in camp
Something for everyone
Lots of bars, restaurants and activities or kids
Something for everyone.

Additional
(Website-Social media)

No online presence
Good website – Good social media presence
Good website – Good social media presence
Good website – Good social media presence
Good website – Good social media presence
Good website – Good social media presence
Table two: Competitor analysis
2.1.3. Threat of new entrants to the market

There is an obvious threat from new entrants to the market. With entry barriers to the market low the threat of new entrants is likely therefore customers can easily find businesses promoting similar products and services (Hudson & Gilbert, 2006). Therefore my suggestion would be that a small business operating in Huddersfield like WTYTT should develop an online presence. This will enable the organisation to reach out to a larger target audience geographically and decrease the competitive gap that the larger providers currently have.
Making the shift from traditional “Bricks & Mortar” to the online environment does come with its own limitations according to (Rohm, Kashyap & Milne, 2004). They state that additional costs may be required to fund staff training. This would be the case for WTYTT as they currently don’t have a web presence and therefore staff may lack the skills required in web development & management, marketing and advertising on the online platform, and general IT/Technical skills. To maintain a successful web presence it is essential to ensure that all staff members are fully trained (Vega, Chiasson, Brown, 2008).
2.1.4. Bargaining power of buyers & suppliers

Buyers:
“The bargaining power of buyers is another force that can affect the competitive position of a company” (Porter, 1998). With barriers of entry to the market really low it’s highly probable that customers will have the ability to find other businesses promoting similar if not the same products and services (Hudson & Gilbert, 2006). With this in mind WTYTT should be really looking at building a strong brand within the UK backed up by a solid Internet presence to help reach a larger target audience. The bargaining power of buyers can place a large amount of pressure on a business as competition affects prices, volume and potentially profits (Porter, 1998). When a consumer searches for a flight they are now faced with a number of airlines all competing for the same customer which results in enforcing the buyers buying power. The most influencing factor in choosing a flight is based on price and therefore the profits are diminished as airlines compete with each other to offer the best deal.
2.1.5. SWOT Analysis

The SWOT analysis below provides an overview of the travel industry and how WTYTT will fit into the industry online. The SWOT analysis will identify both positives and negatives of WTYTT within the travel industry so the business can prepare for any short comings or equally future gains. Summarising in this way helps WTYTT to identify their strengths and therefore work to their full potential when achieving their aims/goals.

Table three: Industry SWOT analysis
Having digested the SWOT analysis I believe that WTYTT should be concentrating their efforts on the UK holiday industry, concentrating on family & adult short UK breaks and luxury weekends.
2.1.6. Micro Environment – Buyer Behaviour

The Micro environment consists of factors that have a direct impact on the operating and success of a business. To develop any strategy a full analysis of the micro environment should be carried out.
Research has been carried out which suggests that the Internet is now the preferred platform for finding out new information to influence the consumer decision making process (McGaughey & Mason, 1998)
The ways according to (Gesenhues, 2013) users access information online comes from multiple channels such as search engines like Google & Yahoo, social media sites, online communities and forums). With the Internet influencing many of the decisions consumers make it increases pressure on businesses to have a strong and reputable online presence as they often fear they will lose customers if they don’t. (Stone, Hobbs & Khaleeli, 2002) See appendix item 1 for more information on the Micro environment.
2.1.7. Macro Environment

The UK has a travel & tourism industry that generates around £90 billion per annum and is expected to grow year on year according to Travel & Tourism Council (2014). The online travel industry has grown so rapidly that it’s expected to consume over 55% of the industry’s total revenue (IBIS World, 2014). Through development of clear cohesive websites and brand messages the larger competitors within the industry have been able to steal the march and gain a competitive edge over the smaller well established retailers.

The Internet has completely changed the way people search for a holiday as the industry has seen such a large rise in online travel agents according to (Stevens, 2015).

1. Digital Marketing Plan

3.1.1. Marketing Objectives

Objective 1: Develop a sustainable online presence for WTYTT through promotion to drive initial traffic to the newly developed website with a view to achieving 500 unique visits within 600 months.
Specific Promote the website to attract 500 unique visitors to the site within the first 6 months of the project.
Measurable This will be measured using analytical software to track unique and repeat visitors.
Achievable This will be achieved by using social media platforms for the official launch and an organic SEO campaign. (Promotions on launch)
Realistic This is a realistic target as no initial budget is required. However, engaging content will need to be created.
Timely I believe this is more than achievable in the 6 month time frame set out. I will monitor this on a monthly basic to try and spot trends such as last minute bargains.

Objective 2: Compete in the online travel agency industry by capturing a 12% share of the market for UK short breaks with 18 months of trading.
Specific To capture a share of the online travel industry market with a view to having 12% share of the market share within 18 months. WTYTT will concentrate on Niche UK breaks.
Measurable I have been specific in the percentage share of the market as this gives WTYTT something to measure against. This can be measured using sales revenue, turnover, website visits and social media followers. And follow up bookings/sales.
Achievable Based on the size of the industry the 12% set out is achievable as this requires less than 1/8th of the whole market.
Realistic This is a realistic objective providing the digital strategy is implemented correctly. As WTYTT have a small budget for marketing and SEO growth could be slow. However persistence over 18 months should see profits grow.
Timely I have set out a time frame of 18 months as I believe this is realistic with the first 6 months spent on implementation and Google listings. Seasonal opportunities would be considered.

Objective 3: Develop a brand that consumers can connect with using social media platforms. This will require upwards of 300 followers on Twitter and Pinterest and upwards of 800 likes for content published on Facebook.
Specific Reach out to a larger target audience using social media platforms to reiterate the brand name and strengthen people’s connections through 2 way conversations. This will also assist objective 2.
Measurable Likes, followers and shares of content can be tracked therefore we can measure this against the 300 followers set out in the objective. This can also be measured using tools such as Google analytics.
Achievable This is achievable if the strategy is implemented correctly. Monitoring/managing the site will be essential to achieve the objectives. Content on social media platforms is key to user engagement and relationship building.
Realistic This is a realistic objective given WTYTT travel currently have no online presence currently.
Timely This will run alongside objectives 1 & 2 and would hope to achieve the objective within the first 18 months of the project.

3.1.2. Digital Strategy

How to achieve objective 1

Develop a sustainable online presence achieving 500 unique visits within 600 months.
Develop a modern website suitable for the UK breaks industry. Have up to the minute content which will engage users and back this up with an organic SEO campaign. Promotion of the website would also take place on social media platforms.

How to achieve objective 2

Capture a 12% share of the UK short breaks market within 18 months of trading.

Having developed and implemented the website and social media strategy I would expect the business to shows signs of organic, natural growth over the 18 months. Growth in this way is very sustainable and should fit the requirements and budget of WTYTT. Identifying a niche market such as UK breaks helps WTYTT be more specific in their targeted campaigns and also prevents budgets been wasted in areas that aren’t necessary.

How to achieve objective 3

300 followers on Twitter and Pinterest and upwards of 800 likes for content published on Facebook.

To increase brand awareness WTYTT will use the 3 main social media platforms mentioned previously. WTYTT will encourage sharing of videos and photos to help social involvement and ultimately build the brand. This is the ideal mechanism for obtaining new customers, creating relationships and understanding customer behaviour. Understanding customer behaviour helps WTYTT be more specific in their approach as they can tailor a message to certain individuals identifying customer needs and promotions.

3.1.3. Target Market

The UK holiday industry is still growing and is expected to continue to do so. ABTA (2014) say that growth is noticeable within the number of people aged 25 – 35 going on holiday. Research also suggests that people tend to go on holiday for a shorter period of time but more frequently (ABTA 2014). This could be positive for WTYTT as they are looking to expand the short break part of the business. Another portion of the travel industry which is benefiting from growth is family orientated breaks which again are positives for WTYTT.

3.1.4. Positioning and Differentiation strategy

Positioning is the act of “arranging for a product to occupy a clear, distinctive and desirable place relative to competing products in the minds of target consumers” (Kotler et al, 2008). When creating an online presence it’s important to consider your positioning against that of the competitors.

WTYTT will have a product that will appeal to families and young couples and with the breaks been UK based only they should be relatively affordable. With this in mind it can be said that they have specialist knowledge in the UK break industry which will help differentiate them from their competitors and ultimately achieve brand loyalty as WTYTT can offer a more personalised service tailored to the specific needs of the customer.

3.1.5. Marketing Mix (4Ps)

4 P’s Marketing Mix Race framework 4 C’s Marketing Mix

Product

UK Breaks, Family getaways
REACH
Customer

Targeting customers online will help WTYTT reach an extended audience outside the geographical location of Huddersfield.

Place

Website, Facebook, Twitter, Email campaigns & SEO. Promotional content to tempt the user to act
ACT
Convenience

Having an online presence makes finding a holiday convenient for potential customers who can search online in their own time. This allows WTYTT to be accessible 24 hours per day.

Price

Dependant on location. WTYTT will be able to see how they compare on the market in terms of price. Analytics from the website will also identify issues with pricing based on leads and sales and how far the user goes on the website before leaving.

CONVERT
Cost

Customers can tailor the holiday to meet their own budget and if required keep costs down. Having good quality content on the website can also help justify any costs to the user which would hopefully make them feel inclined to book.
Promotion

Promotion will take place on all the mentioned platforms. I would also consider creating an additional promotion for the online launch. Also for family breaks children under the age of 5 could go for free. This would be something to set WTYTT apart from the rest.

ENGAGE
Communication

WTYTT will have the ability to communicate with potential customers on all platforms, building relationships, brand loyalty and future growth.

1. Implementation - Website
   4.1.1. Accessibility & Usability

“Web accessibility also benefits others, including older people with changing abilities due to aging. Web accessibility encompasses all disabilities that affect access to the Web, including visual, auditory, physical, speech, cognitive, and neurological disabilities” (W3C, 2015).

During the design process of the website it’s important to consider all aspects of accessibility in line with the W3C validation process. The W3C validator ensures that each page of the website uses valid HTML & CSS code so it’s compatible with the latest browsers.

Consideration will be given to the layout and structure of the website; ensuring users aren’t faced with a page that’s too cluttered. The navigational structure needs to be an intuitive design; colour scheme and the structure of the content which must be optimized for search engine rankings will also be considered. Improving a websites accessibility can really help to improve how the website sits in the search engine rankings with poor inaccessible sites ranking underperforming (Quinn, 2012). Search engines uses a whole host of metrics when ranking a website, a small portion of this is based on the websites content & its relevance to the users search. However to understand the relevance of a website search engines trawl pages and look for page titles, headlines, anchor text and well written relevant content with good use of keywords. (Wahlgren, 2014)

In order to have users feel comfortable on the website certain consistencies will be adhered to such as placement of logo. This will be in the top left of each page as this is where people have become used to seeing it, this will also provide a link back to the homepage from any other page within the site. Having consistency across the website in terms of the user interface, design and layout will help the user feel more comfortable and helps to reassure the user that they are in a safe environment. (Jabber, 2016)

4.1.2. Wireframes & Designs

As part of the website design and implementation it’s imperative to have clear design & navigation strategy, see appendix 2. A number of wireframes have been created to enable the smooth and efficient creation of the website. The wireframes will show a clear structure and navigation layout for each of the pages within the website. The wireframe diagrams can be seen in appendix 3. Having a clear wireframe structure would enable web designers to have a clear understanding of the websites format. In the design process I will take into consideration the need to build a responsive website so the website can be accessed from multiple devices.

4.1.3. Social Media Strategy

Platform

Reasoning
Objective reached

Social Media Platforms

All activity on social media platforms will help achieve the objectives of the project. It’s a great platform to raise awareness of the brand which will help achieve a greater market share. WTYTT can monitor and analyse customer behaviour to get an insight into what their interests are and there driving forces behind making a purchase online.

Will help meet all 3 objectives

Trip Advisor

Trip advisor is a fantastic way for WTYTT to directly communicate with new, existing and potential customers. A large number of WTYTT target audience will be based on Trip advisor so it’s a great way to reach them.

Will help meet all 3 objectives
Table five: Platforms available to WTYTT
In order to meet a number of the key objectives WTYTT will need to engage on social media platforms. Correct use of the social media platform can help raise awareness of the brand and over time people can start to make connections with the brand through two way communications. There are a number of social media sites. However; the main three will be focused on initially whilst an online presence is developed in a manageable and sustainable way.
According to (Hanlon, 2013) the AIDA framework is really useful for developing interest in a brand or business on the social media platform, see table 5.

Awareness Create brand awareness. Affiliation with your product or service.
Interest Making the consumer aware of the benefits offered by your service.
Desire Create emotional connections and display brand personality.
Action Draw the customer into action. Click through to your relevant information.
Table six: AIDA framework for developing brand interest
In order to develop an online presence for WTYTT the website will be developed and then links to the social media sites will be prominently positioned on the webpage encouraging users to look at WTYTT social media activity. Once a potential customer arrives at WTYTT social media page there needs to be content which the user will find engaging. This could be travel information or reviews and videos of a number of destinations.
If a user does book through WTYTT then they will be encouraged to share stories, experiences, pictures or even videos on the social media page. This helps to build a hype of activity around the brand and encourages potential customers to consider booking with you.
The main key to success on social media is customer engagement, listening to and taking part in conversations will ultimately help to develop long term relationships between the customer and the business.

4.1.4. Search Engine Optimisation Strategy

Search Engine Optimisation is the key to the success of any website. However, there are a range number of approaches methods to consider when developing a strategy. The first thing that needs to be considered is the budget as SEO can be expensive with very little success if not managed correctly.
Figure 2 below shows some of the keywords that may be used when searching for a break in the peak district. This method of SEO can soon become very expensive with costs soon exceeding £12,000 per month which isn’t sustainable for WTYTT.

Figure 2: Keyword searches
The strategy I will implement will set into 6 monthly phases. Initially I will develop the website’s content to make sure it’s SEO friendly, I will ensure good descriptive page titles, clear heading tags and ALT tags for all images. Once the website is developed I will submit site maps to Google, making makes it easier for pages to be indexed.
As part of the first phase I would concentrate on building the brand on social media platforms, engaging with reputable 3rd party sites and continuously develop content on the website. The reason for this is due to Google taking approximately 3-6 months before really listing your site as they are unsure of its reputation. This gives WTYTT a good opportunity to develop the brand elsewhere and also develop the business organically online without any major costs.
In the 2nd phase (6-12months) WTYTT should be in a position to sustain a relatively low budget. SEO campaign which will help to drive them to the next level. I will work on developing a “long tail” key word strategy which can be relatively inexpensive if planned correctly. This method of SEO requires you to think of Niche keywords and short descriptive searches, usually 2 or 3 words. See figure 3. I estimate that a budget of £1400 per month would be adequate for WTYYT.
Cost per month:
Months Cost
0 – 3
3 – 6
6 – 12
12 – 18

Figure three: long tail keyword strings
4.1.5 Domain & Hosting costs

Initially domain and hosting costs can be kept relatively low with domains available for as little as £7 for 2 years and hosting at £15 per month. The first 2 years would cost £367 however as the brand develops and traffic increases the cost of hosting could also rise so this is something that would need to be considered.

1. Measurement Strategy

5.1.1. Website Metrics

Measuring the performance of the website and analysing how users interact with it are key indicators as to the effectiveness of it. Measuring the number of leads generated, page views and conversions through the website highlights how successful it is or if there are any areas that require attention to improve. I will use Google analytics to gather data on page views, unique visitors, and time spent per page and total visits including those returning.
5.1.2. Social Media Metrics

Measuring engagement between WTYTT and the social media platform using analytic sites such as Similar Web or Alexa can give an overview of how users react and perceive the WTYTT brand. Likes, shares and followers can also be measured to see how many people are connecting with the brand.
5.1.3. SEO Metrics

Tracking the performance of keywords and the SEO strategy is vital, there are a number of tools and platforms that enable you to track SEO campaigns such as Google Adwords. Measuring and tracking the performance of a SEO campaign can really help boost the online presence of WTYTT and help preserve the budget as you can identify which keywords are working and which arent helping to create a definite focus for future campaigns.

1. Resources & Limitations (Inc. Budget)

Resources required to sustain length of project

Reason resource required

Finances in place • Website Design
• Domain name & Hosting
• SEO budget
• Staff training costs
• Contingency

Man power • Design & Development staff
• Travel Agents
• Increased workload

Time • Plan the project
• Design website
• Develop website
• Implementation
• User testing
• Regular maintenance

Content ( Website & Social media) • Fresh content for website
• Timely social media content
• Marketing materials
• Email marketing
Table seven: Resources required
Before starting the project the following limitations should be considered and were required addressed.

Lack of skills

• Web design & maintenance
• Marketing expertise
• SEO
• Staff not familiar with the online platform

Low Budget

• Only having a small budget will make it difficult to complete with the major businesses therefore progress could be slow
• Additional expenditure on top of “bricks and mortar” business

Lack of time

• Other commitments may make time limited
• Lack of time could lead to employing others to carry out tasks, this could lead to spiralling costs

Table eight: Possible limitations

1. References

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1. Appendix

Item 1: Micro Environment
Micro Environment – The Company
Employees
Employing staff with relevant skills and experience is essential. This process begins at recruitment stage and continues throughout an employee's employment via ongoing training and promotion opportunities. Training and development play a critical role in achieving a competitive edge; especially in Service Sector Marketing.

Competitors
The name of the game in marketing is differentiation. Can the organisation offer benefits that are better than those offered by competitors? Does the business have a unique selling point (USP)? Competitor analysis and monitoring is crucial if an organisation is to maintain or improve its position within the market. If a business is unaware of its competitor's activities they will find it very difficult to “beat” their competitors. The market can move very quickly for example through a change in trading conditions, consumer behaviour or technological developments. As a business it is important to examine competitors' responses to these changes so that you can maximise the impact of your response.

Media
Positive media attention can “make” an organisation (or its products) and negative media attention can “break” an organisation. Organisations need to manage the media so that the media help promote the positive things about the organisation and reduce the impact of a negative event on their reputation. Some organisations will even employ public relations (PR) consultants to help them manage a particular event or incident.

Shareholders
As organisations require investment to grow, they may decide to raise money by floating on the stock market i.e. move from private to public ownership. The introduction of public shareholders brings new pressures as public shareholders want a return from the money they have invested in the company. Shareholder pressure to increase profits will affect organisational strategy. Relationships with shareholders need to be managed carefully as rapid short term increases in profit could detrimentally affect the long term success of the business.

Suppliers
Suppliers provide businesses with the materials they need to carry out their business activities. A supplier's behaviour will directly impact the business it supplies. For example if a supplier provides a poor service this could increase timescales or product quality. An increase in raw material prices will affect an organisation's Marketing Mix strategy and may even force price increases. Close supplier relationships are an effective way to remain competitive and secure quality products.

Customers
As all businesses need customers, they should be Centred (Orientated) around customers. The firm's marketing plan should aim to attract and retain customers through products that meets their "wants and needs" and excellent customer service.

Item 2: Navigation structure

Item 3: Wireframe designs