Micro Environment

The microenvironment consists of the actors in the firms immediate environment of

business system that affect its capabilities to operate effectively in its chosen markets. 1

Theory Checklist Description Interpretation Evaluation

The Top Sets the companys mission, To be the worlds leading Threats
company management objectives, broad strategies travel group for students and
(Kotler.P,200 and policies other young people
8)
R&D Focuses on designing safe lifestyle brand focus on Opportunit
and attractive products. students and youth aged ies
between 18-26 years old
Purchasing Worries about getting 46 retail locations in the UK, a Opportunit
supplies and materials call centre and web site. And ies
also have 450 branches
worldwide.
Manufacturing Producing the desired Convenience, reassurance, Opportunit
quality and quantity of security and confidence to ies
products customers
Suppliers Provide the resources Airlines and Tour operators Opportunit
(Kotler.P,200 needed by the company to ies
8) produce its goods and
services
Marketing Resellers The individuals and Opportunit
intermediari organizations that goods ies
es and services to resell at a 46 retail stores in the UK,
(Kotler.P,200 profit 450 branches worldwide and
8) Physical Help the company to stock web site with full e-
distribution and move goods from their commerce.
firms points of origin to their
destinations
Marketing Help the company target On internet Opportunit
services and promote its products to Word of mouth over ies
agencies the right markets 50%
The ABC1 socio
economic group
Customers Consumer Buy goods and services for 90% students or youths Threats
(Kotler.P,200 markets personal consumption (18-26 years old)
8)
International Consist of buyers in other 40% overseas students Opportunit
markets countries ies
Competitors Requires delivering more Flight Centre Threats
(Kotler.P,200 value and satisfaction to Low cost airlines such
8) target consumers than do as
competitors. Easy jet, Ryanair etc.
Trailfinders
 STA is provided an excellent service to students and youths for education, experience,
culture exchange and adventure and fun and also exclusive student deals and convenient
location that why they are using STA. STA has a 45% share target market that its more than
Flight Centre. STA has been increasing 61% on branch located.

The competitors of STA are Flight Centre, Trailfinders because they are a global company
which is wide target market, brand reputation, growing fast, a simple business model and
knowledgeable staff. While STA is using staff from target market. For low cost airlines which has
provided cheap flight ticket. However, they are poor after sales service and not suitable for
complex long-haul bookings.

References

1. Jobber, D. and Fahy, J. (2009). Foundations of Marketing. (3 rd edn). McGraw-Hill

Education. Chapter 2.
2. Kotler, F et al (2008). Principles of marketing. (5 th European ed.). Pearson Education
Limited. Chapter 4.