Analysis Of Environmental Conditions Marketing Essay

Analysis Of Environmental Conditions Marketing Essay Analysis of environmental conditions is based on the framework put forward by Lynch (2009) that assesses the general degree of turbulence in the environment. This can be done by using the two measures of ‘Changeability’ and ‘predictability’ (Lynch, 2009, p80), which can be subdivided into complexity and novelty (changeability), and rate of change and visibility (predictability). Establishing a level of turbulence in the environment allows us to know with how much confidence we can predict the future (Lynch, 2009). In the fourth quarter of 2009 the UK GDP rose by 0.1% (www.statistics.gov.uk, 2010) which means Britain is officially out of recession. While this means recovery is under way, many analysts remain sceptical of the extent of recovery. Andrew Sentance of the Monetary Policy Committee has claimed that ‘pace of recovery would remain uncertain’ (Sentence in the Telegraph Newspaper, 2010). So, as far as predictability and visibility go, it appears very difficult to predict with confidence the extent to which the UK economy will recover in 2010, with many anticipating a slow process because ‘the economy remains weighed down by a still fragile banking sector and high consumer and government debt levels’ (Seager, 2010). With regards to Changeability and complexity, there is a general election expected in May this year and there is a strong possibility of a change of Government (www.yougov.co.uk, www.ipsos-mori.com, 2010), which will bring about a change in Government policy towards businesses, for example, the Conservative Party are pledging a cut in corporation tax. (www.conservatives.com, 2010). Adding to the complexity is the recent return to a 17.5% VAT rate that adds more financial pressure to consumers in an already struggling market. The recession may have ended but analysts are not expecting too much change in spending as ‘economic downturn is squeezing spending power and that pressure will con tinue into 2010’ (Mintel, Oct 2009). Given the reasonably turbulent conditions, organisations must change its strategies, and possibly its beliefs if it is to maintain its ability to handle changes in the environment (Thompson, 2005). So strategy cannot be made for years into the future because of the uncertain nature of the environment. Strategy should focus on the upcoming year until the turbulence reduces. 4.2 PEST Analysis PEST Analysis is a focus on the macro environment and which factors will change the external environment in the years to come. Johnson et al (p.54) states â€Å"The environment is what gives organisations their means of survival. However the environment is also a source of threats.† â€Å"The macro environment is the highest-level layer. This consists of broad environmental factors that impact to a greater or lesser extent on almost all organisations.† Therefore a good analysis of the macro environment is critical to success but should als o be as general and non-specific as possible, this leads to one of the down falls of PEST that it can be a very useful tool when analysing the macro environment but also its general nature can be its downfall if it becomes little more than a huge list of factors in a shopping list fashion.

Mechthild of Magdeburg Essay Example | Topics and Well Written Essays - 500 words

Mechthild of Magdeburg - Essay Example Mysticism is the experiential core of spirituality, contrasted with religion, which is an organized assembly of rituals†¦Ã¢â‚¬  Mechthild’s level of spirituality is god-ordained. With this perspective, she is eminently suited to tread the path of spirituality. She gives up the secular comforts with the intention to become a Beguine at Mageleburg in 1230. She is trained in spirituality by Dominicans, who excel in austerities, engage in extensive prayers and hard mortification. She has profound divine experiences often, and she is totally free from the secular confusions and her inner self is one with Divinity. In 1270 she associates with Cistercian nuns at Helfta, and continues with them for the rest of her life. She has written a great book that contains the details of her inner experiences and visions. The name of the book, as ordained by God is "Light of my divinity, flowing into all hearts that live without guile". Mechthild begins writing it in 1250 and completes the 6th volume at Magdeburg in 1264.She adds the 7th volume at Helfta. That Mechthild, one of the greatest medieval mystic, was marginalized in her times by a male-dominated Western Culture was true. Women were marginalized in all sections of the society and spirituality was no exception. Carol L.

The Brand Strength of easyJet Plc Essay Example | Topics and Well Written Essays - 2500 words

The Brand Strength of easyJet Plc - Essay Example Removing extras from the service model such as establishment of first-class seating and meals allows a firm to cut costs all throughout the entire value chain (Thompson 2008). easyJet recognises that the majority of its customers are going to be price sensitive, thus in order to maintain market interest easyJet cannot deviate from its value model. The original marketing concept for easyJet in the last decade has been to â€Å"make flying as affordable as a pair of jeans† and where the company attempts to persuade consumers to cut out the travel agent role in booking and vacation planning (easyJet 2012). The TV series, Airline, created by LWT was a UK television series surrounding the dramas of actors employed with easyJet that ultimately made easyJet a household name in the UK (easyJet 2012). In order to establish brand recognition in key markets during initial marketing strategies, product placement and logo presentation in highly-valuable television markets built the ability of the company to have its logos and colours recognised instantaneously. easyJet has yet to deviate from this strategy of using logo and design characteristics associated with the organisation (e.g. orange and black) to differentiate the organisation from competition. The aggressive product placement strategies have built the brand equity currently experienced by easyJet. According to the company, â€Å"orange is one of our greatest distinguishing features. It is an essential part of our brand heritage and brand identity† (easyGroup 2011, p.5). When attempting to create brand recall using logo presentation, it is necessary to use consistent colour representations in order to appeal to consumers’ psychological characteristics... In the essay the business strategy of easyJet is about the original marketing concept for easyJet in the last decade has been to â€Å"make flying as affordable as a pair of jeans† and where the company attempts to persuade consumers to cut out the travel agent role in booking and vacation planning. Then goes the exploration of the brand strength of easyJet. easyJet has maintained its positive market position by using strategies that are not only aligned with budget-conscious consumers, but also those that promote convenience as part of market positioning strategy. easyJet is also able to rely on sponsorships and alliances throughout the entire business model in order to gain even more brand credibility and establish a set of values that are expressed positively to consumer markets. easyJet partnered with VisitBritain, a government sponsored marketing effort designed to lure more domestic and international tourism for the UK. easyJet also conducts considerable market research analyses both on internal processes and on what is driving consumer-centric trends in the external environment. Strengths for easyJet are the advantages that are provided the business as it relates to the tangible industry market. After the analysis of findings, we know the ability to achieve significant, record revenue gains in a market environment that has moved into maturity is a notable accomplishment for easyJet. At last, easyJet is a benchmark for using efficient brand enhancing activities in which promotional focus gives the brand more visibility.