If you order your research paper from our custom writing service you will receive a perfectly written assignment on Marketing Externnal influence. HND (Merit). What we need from you is to provide us with your detailed paper instructions for our experienced writers to follow all of your specific writing requirements. Specify your order details, state the exact number of pages required and our custom writing professionals will deliver the best quality Marketing Externnal influence. HND (Merit) paper right on time. Out staff of freelance writers includes over 120 experts proficient in Marketing Externnal influence. HND (Merit), therefore you can rest assured that your assignment will be handled by only top rated specialists. Order your Marketing Externnal influence. HND (Merit) paper at affordable prices! Here is the report on Dyer Fliers. The aim is to show how external influences can affect Dyer Fliers, and how the airlines should respond to these issues. The micro and macro environment are the first source of concern. Then I will show how the consumer buying process will affect Dyer Fliers marketing activities.
Micro Environment.
These are factors that can be controlled by the organisation. Here are the main micro environment factors
The first factor would be the consumers. These are the people who create the demand for the aircrafts. They are the most important part to the business because they provide the income. This means the company should become more of a market-orientated organisation. They would need to recognise the importance of every customer and become far more customer focused. Because demand fluctuates so much in the airline business Dyer Fliers would need to able to respond to the change.
Essay service for your Marketing Externnal influence. HND (Merit) paper As the economy is in recession most organisations will have less money to spend. This means that businesses will not be able to afford expensive flights. Therefore they might need to use a budget airline such as Dyer Fliers. This is how they could become a more customer-focused organisation. If they moved towards attracting businesses to use the company for trips it could create a new market.
This is what airline companies such as Easyjet use. They do not offer anything fancy in their service, just a low cost airline which will offer everything it can within its limited budget.
The next point would be the suppliers. These are the companies who supply the airplanes, the fuel, the airports etc. Dyer Fliers should build up a relationship with them to gain greater efficiency. This will happen because if they build a relationship it will secure the services of the supplier in the long run. This will mean lower costs because they do not have to waste time finding new suppliers. They can also use techniques such as J.I.T. This is where the suppliers will deliver just as the old stock is running out. This is an advantage because it stops stock building up and wasting space.
They would need to pick the best supplier. They should pick one who is reliable, has a range of products, fast delivery and a good reputation. The effects of choosing a poor standard of supplier will have great effects on the business. Late deliveries could mean delayed flights and unhappy customers.
Publics are another factor that can influence the airlines. These are any group that has an actual or potential interest or impact upon an organisations ability to achieve its objectives.
One type of public would be the community who live around the airports. These people are very concerned about the noise and the pollution it gives off. They are likely to protest against building a new airport. This would make it difficult to keep a good image, as they would be upsetting many people. This might attract citizen publics. These are pressure groups like green peace. This is difficult to overcome, as the only way to stop them is to not build the airports. Dyer Fliers have little impact on whether it is built or not because it is a government policy. They could give money to charities such as green peace. This would show they are trying to fix the damage they are causing to the environment.
Macro Environment
These are factors that cannot be controlled by the organisation.
Political factors. This will have a huge influence upon the regulation of businesses and the spending power of consumers and other businesses. This can affect Dyer Fliers because the government could give out subsidies to the airline industry. After September 11th the government has noted the decline of the airline industry. If it is not stabilised then the tourism industry will suffer with it. People will be reluctant to travel because of the fear of further terrorist strikes. The government might subsidise the airline industry to help it recover. Dyer Fliers would need to respond to this by promoting the airlines. They could make advertisements showing how safe it is to fly and how the government money has helped them achieve their security goals.
The EU competition policy will have an influence on Dyer Fliers. It says that all competition in the EU should be fair. This aims to stop collusion. This is where companies talk to each other and set a false market price. This will affect Dyer Fliers because they will not be able to do it.
Terrorism has had a huge impact on the airline industry. It has already severely damaged consumer confidence in flying. This will need to be restored to encourage people back. Dyer Fliers could do this by increasing security at airports. If customers see a lot of metal detectors and security guards it will make them think that it would be almost impossible for a terrorist to get onto the plane undetected.
The problem with this solution is that in the USA, people use planes like buses. This means that they might not liked being checked every time they went to work. They might like to find alternative forms of transport.
It would also be very expensive to increase security. In an industry already struggling it would be difficult to invest such a huge amount of money into one small area.
Economic Factors will affect Dyer Fliers. Theses are as follows
· Interest rates. These are set by the government. If Dyer Fliers take out a business loan they will have to pay interest on the loan. Depending on the level of interest will determine how much they are going to pay back. If the interest rates increase they are less likely to borrow money. This means they are unlikely to expand the company. If interest rates are low then they will borrow more money so they can. High interest rates could cause Dyer Fliers to go bankrupt. If they can no longer afford the interest payments on previous loans.
· Inflation. This is the rate at which prices are rising. Dyer fliers will need to take note of the level of inflation. This will make costs increase so they will need to budget for them. The price of raw materials increases dramatically with inflation. This means costs such as fuel will become more expensive. To handle this they would need to find the cheapest suppliers to keep costs down. This cost is likely to be pushed onto the consumer. This will have an effect in reducing demand slightly. It will not affect it too much because demand is relatively inelastic, as most people do not have much choice about alternative forms of transport.
· Exchange rates. This will affect dyer flyers if they are buying supplies from aoad. The UKs currency is relatively strong. The value of the £ can be given as $1.60, or as DM .0. This means that £1 can buy $1.60, or £1 can buy DM.0. The exchange rate will change very often. Dyer flyers will need to take this into account. If the price of the £ falls then it will make imports more expensive. They can react to this by reducing their profit margins so as not to put the costs onto the consumer, or they can pass the costs to the consumer. As the demand is relatively inelastic for flying it is recommended the costs be passed to the consumer.
· Economic growth. This is the rate of increase in general economic activity. This will affect Dyer Fliers as the faster the economy grows, the wealthier people will become. Therefore they are likely to buy. It can cause people to change what they buy. For example Dyer Fliers is a budget airline, so if businesses had more money to spend they might want to put their businessmen on a first class airline. A recommendation would be to target a new segment of the market. E.g. cheap holidays for families.
In conclusion, the macro environment is going to have a huge affect on how Dyer fliers are run. If the points raised are ignored then the company will fail. They must stick to EU laws or will face legal action. The interest rates, inflation, exchange rate and economic growth will have the most affect on costs. The decision should be made on whether to push these costs onto the consumer or to reducing profit margins. In the recession we are in at the moment it would be wise to pass the costs onto the consumer or the costs will become too high to survive. The micro environment will have a less significant affect on Dyer Fliers, but it is recommended that the marketing becomes more customer orientated to keep up with the changing market.
Buying Behaviour.
The consumer buying process is the who, when, where, why and what of the business. It is based on how the consumer will go about making a purchase. The decision-making process is as follows
· Problem recognition. This is where the consumer will realise they have the desire to purchase a good. For example, they might decide they want to go on a low cost holiday.
· Information search. A consumer will look at information on the product or service they wish to buy. For example looking on the Internet for low cost airlines. They could also look in newspapers and TV adverts deals on airlines.
· Information evaluation. This will involve looking at all the information available and seeing which goods and services are relevant. In Dyer Fliers case this would be where people narrow down the choices to a few decisions.
· Decision. This is what the consumer decides to purchase after evaluating the choices on offer. For example, choosing Dyer Fliers because of its low cost travel.
· Post-purchase evaluation. This is when consumers decided whether they bought a quality good or service after they have purchased it. For example, looking at the value for money they got by using on Dyer Fliers.
The influences on buyer behaviour would be
· Culture. This is peoples beliefs, attitudes ideas and values carried down from one generation to the next within a society. Dyer Fliers must not simply find out the cultural attitudes of the customers they are selling to. Culture can change, and they must notice these changes and adapt. For example, pensioners culture is to be old fashioned and to save what little money they have. Being old fashioned will mean they might not want to use Dyer Flyers. If pensioners received a grant from the government to increase their standards of living it may change their culture. It might make them enjoy their money more and want to use Dyer Fliers to have a holiday.
· Social Class. This will involve whether a consumer would be working class, middle class or high class. It would be sensible for Dyer Fliers to only aim at one social class, as people are more akin to those in their social class. Middle class is the most likely. This would be because working class people are not likely to have enough money to travel and high-class people are not likely to use budget airlines. Middle class people are exposed to different media to working and high-class people. They are likely to be influenced by newspapers such as the Observer. Advertising cheap flights in this magazine could be a good way to show these people Dyer Fliers offers. This would help the consumer with their information evaluation because it would show what the best deal is.
· Demographics. This is the ageing population of the UK. Birth rates are falling and pensioners are living longer. This could be of great significance to Dyer Fliers. Their marketing strategy could be aimed towards the pensioners. If they advertised low cost flights to places pensioners like to visit it could boost sales. To aim their marketing strategy at pensioners they could advertise in places such as Tescos. Shopping is one task that pensioners enjoy doing. If Tescos had a scheme to give out leaflets to Pensioners it would spread the word. Offering discounts for pensioners would be another method. This would encourage them make their decision about choosing Dyer Flyers.
· Technological Environment. This is going to have an effect on the buying behaviour of the customers.
Internal sources such as Research and development will have an effect because they will be able to develop better more efficient products. An example would be engine parts for an aeroplane. This would make the plane more fuel efficient, thereforeinging the costs down for the customers. This would affect their buying behaviour because it will allow them to make their decision easier. R&D will also help J.I.T. delivery because the department can find more efficient ways to get the stock delivered at the right time. This will also help to lower costs and encourage the consumers to fly Dyer Fliers.
The Internet will help to change the decisions of the consumers. Dyer Fliers could advertise over the Internet. This would show millions of people what they have to offer and would make it much easier for the consumers to collect information.
They could also use it for making orders for stock. This is a far more efficient and reliable way of making an order. It will cut down on mistakes because it does not go through any other people (like the post office), it goes straight to the supplier. This will also make it easier to check what they have ordered if anything goes wrong. All the information is stored on a computer rather than files.
Collecting all the information on customers on databases is a great way of knowing who the customer is. It means there is instant access to all kinds of information like average age or salary. This means they will know their customer and make it easier to become more customer orientated.
Technological advances all move towards making Dyer Flyers more efficient and therefore keeping the costs low for consumers. This is going to make air travel more accessible to people and so become easier to make a decision. It is likely to allow Dyer fliers to become more marketing orientated as they will know and understand what the customer wants and how to satisfy that need.
In conclusion, the consumer buying process has an effect on the marketing activities on Dyer Fliers. It shows where they need to advertise and who to aim at. The recommendations would be to offer special deals to pensioners to attract them use the airline. It is important that the company take account for culture, demography, social class and technology. These factors will ensure the business sells to the correct group in the correct way.
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