Marketing Externnal influence. HND (Merit)

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.

As the economy is in recession most organisations will have less m...