Footsteps Analysis and markating Essay Example | Topics and Well Written Essays - 2000 words

Footsteps Analysis and markating - Essay Example This study explores the potentials and provides the parameters for this type of service (historical tours) and how it may be enhanced by the new proposed internet enabling. The study provides a strategic assessment using SWOT, PESTEL, and Porter’s Five-Forces model, market analysis and proposed marketing mix, and a cursory plan for implementation of the website design project to actualize the e-commerce capability. The study provides a take-off point for a more thorough operational and financial investment plan that may be completed through incremental analysis, when more detailed data of existing operations are provided. Marketing Analysis Introduction Footsteps Historical Tours is a company which was begun thirty years ago by Judith and Roger Ironridge, husband and wife. The couple are both history aficionados, and at the beginning, both did the research. As time progressed, Judith needed to concentrate on administration. Although the number of employees has increased from t he original 2 to the present 25 (which includes 10 part-timers), the increase in sales and the growth of the business has left the employees, particularly with Roger and Judith, with a heavy workload. While Judith works on the administration of the business, and Roger does the research and the outside broadcasts. With the arrival of their daughter Isabelle, the had additional help, and a new source of more innovative ideas for the business. Originally, Roger and Judith had banked on the creation of a CD Rom for publicity outreach purposes, as their I.T. knowledge had slowly began to catch up. However, a new friend of Isabelle, Max, was brought in to provide an I.T. proposal for the business, the couple were introduced to the idea of going online with its own website. Max happens to be adept in the field, and even ran his own business entirely through internet enabling. The proposed website will provide prospective customers for information about the packaged historic tours of the co mpany; it is also proposed that the website shall provide a facility that will allow for the execution of transactions for the business. After consideration, Judith and Roger agreed to the plan. It is the intention of this report to provide a strategic analysis and marketing strategy for Footsteps Historical Tours, and a proposed plan for execution. Strategic analysis of ‘Footsteps Historical Tours’ PESTLE ANALYSIS FACTOR Type (Pos/Neg) Import-ance Political Factors  · Stability of government in certain destinations  · Social policies of destination countries / localities  · Tax policies, particularly increase in petrol prices  · Expansion of EU allows for greater mobility in new sites +/- +/- - + Moderate Moderate Moderate Crucial Economic Factors  · Disposable income of target customers  · Credit accessibility as a result of global crisis  · Increased competition among other specialty providers  · Interest rates can reduce net income  · Exposure in f oreign currencies if target site is outside UK +/- - - - - Moderate Crucial Moderate Moderate