CAPITA PLC

CAPITA PLC

Introduction

CAPITA is a business process outsourcing (BPO) firm which is been diversified into a number of businesses like property, consultancy, and financial services. The company has culture and values in which 'people are important for the success and growth' (CAPITA PLC, 2011, pp. 5). CAPITA was formed in the year 1984 after dividing from Chartered Institute of Public Finance and Accountancy (CAPITA PLC, 2013, pp. nd).

Discussion

The marketing plan of CAPITA can be developed on the basis of the analysis of the opportunities, threats, strengths and weaknesses of the company. It also requires the thorough analysis of the industry competitors. The marketing objectives of CAPITA should also be discussed using the Ansoff Matrix.

SWOT Analysis

The performance of CAPITA is based on the internal environment which includes strengths and weaknesses, and external environment factors which include threats and opportunities (Saladis and Kerzner, 2011, pp. 50).

The opportunities for CAPITA include the chance of serving and developing niches. The contracts and acquisition done by CAPITA are very different and they have developed a market of dealing with government organization. The recruitment facility of CAPITA can also be opportunity for the company to recruit the best talent for itself. Also, penetration in the social media and IT services can be a prospect in the future. The major threat which CAPITA faces is the entrance and development of new competitors and job boards. The dominance of CAPITA has got affected because of the extent of rivalry.

The strengths of CAPITA include strong contracts with governments and other stakeholders, creating innovative solutions based on customized requirements and targeting growth markets (Flynn, 2007, pp. 195). One example of strong contracts and innovative solution is agreement with the UK armed forces to deliver Recruiting Partnering Project (Recruitment International, 2012, pp. nd). The weaknesses faced by the ...