SWOT/PESTEL ANALYSIS

 

 

Kotler and Armstrong (2010) argued that the marketing environment is composed of a micro and a macro-environment as companies need to understand their marketing environment and the factors that can affect their business. According to Groucutt (2005) a marketing audit is the examination of the entire marketing efforts of an organisation from planning to implementation, which include SWOT and PESTEL analysis (Hill 1994, Baker 2007).

 

 Strength

 

• Will be the first to operate a link towards these islands with an amphibian plane. (distance 1.30 minutes) (Distance towards the islands makes the journey by boat long and uncomfortable. (24 hours +)

• Can market abroad as well as within the island towards all the hotels.

• Unique environment for fly fishing in the world.

• Local pilots lower salaries compared to Europe.

 

 Weakness

 

• Price of amphibious plane. ($ 525,000/Plane)

• First to open, therefore open to criticism on impact to the environment.

 

 Opportunities

 

• Government opening the outer islands for commercial development.

• Government helping to finance new SME businesses.

• Very few sailing boats provide the link for customers.

• No restriction on numbers of visitors yet.

 

 Threats

 

• Open to competition to bigger local chain of hotels.

• Price of diesel.

• Restriction from Government on numbers of people visiting these islands due to pollution.

• Terrorist threat.