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The purpose of this report is to detail the key external environment issues surrounding Manchester Airport and how the Marketing Manger and the Operations Manager can attempt to influence or control these.
The external environment is considered to be a far environment, therefore can neither be controlled nor influenced. This environment consists of Social, Legal, Technological, Economical and Political factors.
For Manchester Airport these are: -
1. Social – Demographics, Seasons, environmental issues.
2. Legal – Legislations.
3. Economic – Boom/bust cycle, interest rates, taxation and Government expenditure.
4. Political – The Government and legislation.
5. Technological – Information technology.
Fig 1, Current environmental issues
Social: -
The social factors include population factors of age, occupation, lifestyle and wealth distribution. These can all have major impacts on businesses. Age population can determine whether people will travel close to home or further away, as younger people have families, which means there is a budget attached to their spending. Older people tend not to have a young family to cater for and have a larger disposable income.
Occupation determines a person’s lifestyle through their earnings and thus their wealth distribution.
Seasons affect the travel industry as most people prefer to travel in the summer for the warmth; therefore it is seen as a peak period for Manchester Airport.
Environment issues arise as the Airport wishes to be seen as caring for the local area to boost popularity. Therefore ...