ANALYSING BUSINESS ENVIRONMENT

Analyzing Business Environment

Analyzing Business Environment

Introduction

The paper discusses the concept of marketing management keeping in view the product launch plan of Executive Coaches Ltd in London. The measurement process is a fundamental aspect of marketing research. The measurement of marketing phenomena is essential to the process of providing meaningful information for decision-making. Issues that are commonly measured are the market potential for a new product, buyers groups according to demographic or psychotropic characteristics, attitudes, perceptions and preferences of buyers to a brand new, or determine the effectiveness of the new campaign advertising. The task of selecting and designing measurement techniques is the responsibility of specialist research. The task of marketing measurement is typically complicated by many concepts or constructs that invade the field of marketing. The marketing plan will help the organization to monitor the monthly and annual sales revenues and expenses. Moreover, it will direct the entire organization to the customer satisfaction and development of different models as per customer needs (Kotabe, 2004).

Market analysis

The United Kingdom transportation services market is due to experience strong growth in 2010 after a huge market decline in 2009 of 25.9%. Future forecasts predict the market to have consistently strong rates of growth up until and including 2015. The UK transportation services market is expected to have total revenue of $65.6 billion in 2010, representing a compound annual rate of change (CARC) of -2.4% for the period spanning 2006-2010. In comparison, the French and German markets will decline with CARCs of -4.2% and -3.4% respectively, over the same period, to reach respective values of $87.7 billion and $96.9 billion in 2010. The road freight segment is forecast to be the markets most lucrative in 2010, with total revenue of $51.1 billion, equivalent to 77.8% of the market's overall value. The sea freight segment will contribute revenue of $7.7 billion in 2010, equating to 11.7% of the market's aggregate value. The performance of the market is forecast to accelerate, with an anticipated compound annual growth rate (CAGR) of 6.3% for the five-year period 2010-2015, which is expected to drive the market to a value of $88.9 billion by the end of 2015. Comparatively, the French and German markets will grow with CAGRs of 4.8% and 4.5% respectively, over the same period, to reach respective values of $110.7 billion and $120.8 billion in 2015. The United Kingdom accounts for 12% of the European transportation services industry value. Road Freight is the largest segment of the transportation services industry in the United Kingdom, accounting for 77.8% of the industry's total value. The marine freight segment accounts for a further 11.7% of the industry (Lynch, 2003).

Five force analysis

The transportation services market will be analyzed taking transportation service providers as players. The dominant buyers will be taken as consumers, individual and institutional, using transportation services, and fuel and vehicle providers, and skilled employees as the leading suppliers. The transportation services industry group is diverse and covers freight transportation by land, sea, and ...