The country wide changing demographics Essay Example for Free

The country wide changing demographics Essay Since the last decade the trend of ageing in the UK population is increasing, making it important for the researchers and policy makers to investigate and respond to the consequences and demands of the trends. National Statistics says that the UK population has grown by 7 per cent in the past 30 years, increasing from 55. 9 million people in 1971 to 59. 8 million in mid-2004. (Noorwood, 2005) But growth is not even across all age groups: the proportion of those under 16 has fallen from 25 to 19 per cent; the proportion of people aged 65 and up has risen from 13 to 16 per cent. And older people are older; of that aged 65-plus, the proportion living to 85 and over has risen from 7 per cent in 1971 to 12 per cent in 2004. (Noorwood, 2005) As stated by Warnes et al. (2002) the older population is likely to peak at around 16 million in 2040 nationally and then begin a slow decline. Objectives: The company’s broad objectives are: To increase customers by a policy of communication, public relations, and collaboration   To make use of the new technologies which will help the company to promote itself all over United Kingdom. To blend the new concepts of modernisation and design according to need   To ensure permanence through: i) Premises, implying continuity ii) Consistent, steady revenue, guaranteeing development and progress. In order to analyse the strategic situation first of all SWOT analysis have been under taken, which are presented as under: SWOT Analysis the Bob’s Bicycle STRENGTHS Average Collection: The collection of the products is more than average for a small level company. Presence awareness despite the lack of proper marketing – Marketing Department.   Enthusiastic staff   Good relations with media Web based presence WEAKNESSES   Over-reliance on state and local authority programs.   Absence of discount schemes.   Lack of marketing department marketing efforts No relevant researches regarding Company’s competitiveness   Lack of proper space and exposure.   Lack of facilities for people with special needs.   Absence of on line shop. OPPORTUNITIES. Major national trend of promotion and introduction of cultural activities related to conservation and heritage issues   More people moving into area Computer technology for promotion purposes   Renovation of existing shop. THREATS   Current economic climate.   Shop and leisure city centre expanding   Results to be achieved in future can be less than projected After performing the SWOT analysis the following objectives are found important to be considered urgently. In order to formulate the goals it is important to align them according to their importance. Marketing Research: The company should try its level best to get the primary and secondary data regarding its audiences demand and taste regarding their needs and leisure activities. Because before formulating a marketing plan the opinion of the customers is important to know. The products available at Bob’s Bicycle are unique and the company has the cutting edge of product differentiation over their competitors. But this advantage can only be used effectively through effective marketing campaign (Kotler, 2000). Appropriate Market Segments: The potential segments, which needed to be addressed, are.