Situation Analysis for Revive! UK

Situation abstract for Revive UKSITUATION ANALYSISSituation analysis is the first step on a commercializeing communication plan. It is necessary step for a phoner to recognize the key markets issues and understand communication drivers (Fill, 2009). The goal of current assessment is Revive smart set to fol depressive disorder the to a higher place glidepath and in the end of the situation analysis t present should be key issues that go forth drive the campaign objectives and communication plan of the friendship.1.1 Organisational abstractRevive UK operates in the automotive ameliorate sector since 2004 but its history goes back to 1994 as a franchise of Colourworks. The central offices of the company be set(p) is in Rugby with 58 UK franchisees and 135 technicians in total. Their main services include Small and Medium Area Repair Technique such asBumper scuffs or scrapesAlloy wheels damagePaint or bodywork scratchesBlending revives to wheel archesVandal scratchesCosmetic r epairsMinor create repair to trimBody panelsBesides providing the above services, Revive UK is strongly focussed on franchising sales as a key mean of growth and market expansion. This fact is also supported from their determination to poach one of the top industry experts on franchising as a franchise director. In the franchise sales sector Revive UK offers to the clientsTraining brandingMinimum personal investment 10,000Accreditation systemsThe company had a 20% increase in sales on year with over 45% of all franchisees rails multi van notees (Revive car innovations (UK) Ltd Bfa, 2017). Their cash in hand was increased from 2014 and according to companys latest financial data for 2015 their Net Work was increased 39,35% from 2014. Revive UK performs in business to business environment and at the same clip directly with the general public. They work closely with dealership groups, fleet and insurance companies and one usage of their partners is National Tyres and Auto eleva tor care (Revive Auto innovations (UK) Ltd Bfa, 2017, Endole.co.uk, 2017). Key issues Main focus of the company in franchising salesVery good latest financial data (Their cash in hand was increased from 2014 and according to companys latest financial data for 2015 their Net Work was increased 39,35% from 2014).Possible action from marketing aspect the company should be hold in more than visible their actions in ordinance to be easier set outable for the costumers. During this concession it was very hard and to find details for the company. It is vital for their franchising sales to h middle-aged up as more details as possible to the costumer to make their first step, to make a call into the company.Communication strategyThe main communication strategy of the company is based on three basics elements the convenience, the quality and the low cost of their services. There is no specific campaign for franchise sales in any event the development on the website or the public rel ations stories on websites for the franchising industry. The first impression of a potential costumer with the company comes through the companys website. In arrange to convince a customer to go through the whole website, get informed about the services and make contact with the company, the website should be visually appealing, should give a general customer relationship management, personalisation and privacy (Mller, Brezing, and Unz, 2012 Solutions, 2012). In case of Revive UK it is found that the website is appealing, well designed, passe-partout and easy to use. It has relevant service information and a standalone section dedicated to public relation stories, while communication contacts are easy to deal on main page. Franchising is also easy to spot with most relevant information. Revive UK has also a Facebook page with 2,442 followers and they have posts 2-3 times a week. The reviews from clients on the Facebook page are positive. There is no interaction among the company and the Facebook page visitors-followers. It is important to mention that besides Facebook page, the company does not have any other kindly media tool. Also, according to the companys website, Revive UK does cordial responsibility actions for charity organization and community support which are not communicated through other channels beside their website and Facebook page. Another factor that was detected through this assignment is the poor optimization that the company has done for search engines. During the search for the company on Google with several(predicate) words like care repair UK, SMART repair services, minor car damage reaper UK, the position of Revive UK website was not among the first results of the research (appentises a,..). In order to be noticed, the company should improve SEO as a digital marketing practice which will focuses on optimizing the website to increase the number of visitors the site receives from search engines.Key issueLow Search railway locomotive optimizationMany activities with accessible impact but without being well communicatedNo interactive social mediaPossible ActionThe company need to contemplate again the keywords and contents that they are using for the SEO. They should find the reject keywords to connect with words that clients use. But this is not the only solution. Because in some cases according to Ledford (2008) having optimized the correct keywords it is not sufficiency. Factors such as advertising campaigns and update frequencies also affect SEO (Ledford, 2008, pg 14). So, a better strategy on the search engine optimization, without forgetting the optimization for fluid usersThe company should promote through different channels their social activities. For example, the latest action that they organized Andrew Jordan Goes Calendar Girls for Charity was only promoted from their website. Searching for articles or stories on Google there were no result for this action. In this case, a better PR strategy on this sector of the company would increase their communication strategy.The only social media that the company is using is Facebook. The use of Facebook, although, is limited on posting only intelligence activity for the company. There is no feedback on the clients comments, even the fact that the comments are good. first of all of all, as many social media channels the company uses there is a good possibility to increase the SEO. The use of social media should give the opportunity to the company to communicate with its clients. A contest for a free service which would be only through social media, asking followers their opinion for something new that company did, engaging the franchisors in the social media game, these could be some steps to be more involved with their clients/followers/visitors etc.1.2 Market Analysis1.2.1 PEST Analysis for Revive CompanyPEST analysis is a managerial tool used to analyze and measure market potentials and stands for political, Economic, friendly and Technological issues.Political latent changes on the franchise regulations because of Brexit. EU competition rules will continue to apply to franchising post-Brexit although the Commission will have reduced powers, and block exemption measures at UK aim will be needed. (Inter content license Association, 2016) authorization increase in taxes. fit to the Bank of England taxes are expected to increase in the following geezerhood (Inman, 2017). starting of all this means that will affect Revive UK services and products. With potential increase in taxes Revive UK will have to increase their prices. That probably will make them to lose one of the current advantages that they have which is cheap prices. As for the customers a potential increase in taxes will reduce their buying power. probable risks on franchising impertinent UK. Due to a potential Brexit. It is unclear which will be the legislature of EU and company should re- visualise it is franchise strategy (International Franchise Association, 2016).Import/Export tax duties applied for leaving common market. Changes on agreements would mean potential increase custom duties that will lead to more big-ticket(prenominal) row material, paint tooling, machines etc import. Export goods might lose pricing competitive advantage and become more expensive to EU market (Whos Who Legal, 2017). Economic precipitate of car sales on 2016. According to articles there are possibilities of a decrease on car sailings. This means that costumers will try to keep their old cars and fixing them if it is necessary (Sharpe, 2016).Worries for new trade deals with EU because of Brexit. According to articles because of Brexit Uk will give up full access to the single market along EU. In a soft Brexit trading would be on a tarrif-free basis (Sharpe, 2016 Bennett, 2016). These factors may make the company more cautious on investments or franchising outside UK.Potential interest rate increase (Moneywise, 2013).Increase of GDP a nd mediocre salary for 2016(Statistics, 2017)Current improve export rate due to currency deputise Euro VS GPThese facts show that costumers will have a good ordinary of salary and this means that they will be more elastic on spending.According to the above information, because of the ongoing Brexit situation, franchising in another European country at this moment would be a risk for the company. The only countries that Revive UK can approach are Ireland and Scotland. Since they already have tried to franchise in these countries days originally without succeeding, probably now with the knowledge and the expertise they have would be easier. SocialCurrent low unemployment rate with uncertain future projection (Statistics, 2017). There is a decrease of the number of the unemployment in the last 2 years (Appendixes). contain for vehicles and repairs expected to have a growth trend.Customer perception trend swift from car being a status symbol to fuel force and low emissions. Cus tomer buying pattern expected to change to short term investing into repairing existing cars for as long as possible before switching to new eco friendly vehicles.New legislation for low fuel cell cars, eco- friendly cars, paint and waste disposal. This factor should make the company examine the products that use in order to be eco- friendly.TechnologicalCatch up changing technology on new cars that will be battery cars etc. This factor means that the company should gain knowledge and skills in new products for these new cars.Improvements in technology for client services. New technology in order to improve client services. Since the companys advantage is the direct answer to the client there should be some improvements from technological aspect. There should be more use of social media and more interactive relation with the costumers.1.3 Competitor analysis frequent informationServicesHistoryFranchise Investment locationClientsMinimum investment game for the franchiseesPerfect D etail pert RepairMobile minor damagePaintVinylWindscreenBodywork alloy wheelsOnline shop150 yearsYesUKGeneral publicMain dealersBrands (McLaren, Jaguar and Rover)Retailers groups10,000TrainingEquipment selectionVan installationBrandingWebsite and social media supportChips awayBrand LeaderAutomotive paint repair systemCar body repairsBumper scuffsPaintwork scratchesMinor dents kerbed alloy wheels23 yearsYes Over 220 unitsUKGeneral publicMain dealersRetailers groups15,000BrandingTrainingongoing supportExclusive territoryNational advertisingExpansion opportunitiesDentwizart/ Flying colors services Smart repairsCosmetic damageScratchesScrapesBumper scuffsVandal damage and chips awayYesUK, Europe, northwest AmericaGeneral publicMain dealersRetailers groups22,950Personalised websiteTrainingCredit control management servicesExclusive geographic territoriesLow frontend feesSprintFinishScratchesBumper ScuffsDamaged interior(a) TrimDamaged Alloy WheelsRepairs totearsholescigarette burnin seats and carpets20 yearsYesUKGeneral publicMain dealersRetailers groupsCharges on different services(more details on appendix 12)Ongoing trainingdefined territorybrandingUK Final touch Car paint workSmart repairs24 years New Zealand 4 years in UKYesUK, Ireland, Europe29,995Exclusive geographic territoriesTrainingMachinery, paint, supplies and stock itemsMarketing material transaction and be reviewsCar MedicSMART repairsAlloy wheel refurbishmentCar interior repairsCar seat repairsCar upholstery and car interior plastics20 years / New in franchisingNo dataComprehensive Skills, HS and Commercial TrainingQuality Branded Tools Consumables.Competitive Package including all you need to run your sustain businessLow franchise management feesKey pointsRelatively with the most of their competitors Revive UK has less main services (no inside repairs, no online shop etc.).As most of their competitors the company is operating in England franchiseAccording to google search some of the competitors have better SEO strategy (appendix.)Relatively young company with low market and character in comparison to their main competitors.1.4 Consumer AnalysisRevive UK company started their economic activity as a company that provides smart car repair services. Their customers are general public, dealership groups, fleet and insurance companies (Revive Auto innovations (UK) Ltd Bfa, 2017). Clients in the general public group, according to the data and information that have been unruffled for this coursework, could be people from 17 years old to 25 years old that are more possible to have small damages in their cars and costumers from 45 to 60 that are also prone to small damages. These consumers in the ACORN classification may be from the home- Financially Stretched 38 Semi-skilled workers in traditional neighborhoods and from the category Comfortable Communities 25 larger family homes, multi-ethnic areas but also from the category 15 younger professional in smaller flat s (ACORN/CACI, 2013). Another category that perchance buy Revive UK services belong to the category 49 Young families in low cost private flats. (Appentix) The gender that is more interested in the products and the services are male. Also, according to a Mintel research from 2015 shows that 31% of adults drive a car under 3 years old and a 50% of the drivers have cars over 3 years up to 10 years old (Mintel, 2015). This research may reinforce the fact that costumers use smart repair car services.For the franchise sales the costumers are from different categories. According to statistics on business start-ups the characteristics of majority of entrepreneurs are white males in their forties. Specifically25% of employer owners are between 35 to 44 years old,31% are 45 to 54 years old26% are 55 to 64 years old29.4% of owner managers tend to be A Level or equivalent21.8% followed by a degree or equivalent11% has no educational qualifications.Two-thirds of entrepreneurs had no prior expe rience of owning or managing a business,Half of active entrepreneurs have previously worked in the sector they start a business in. (Startup Team, 2004)In agreement with the above information the costumers on the franchising sales of the company may be in the type 28 Owner occupied terraces, come income (ACORN/CACI, 2013). In this category there are people with income around or above national average, moreover their educational status are in national average and finally in a combination of characteristics such as average age and savings it is shown that this category are in the middle of the average age (ACORN/CACI, 2013), (Appendix ..)1.5 dweeb Analysis/ Key issuesStrengthsRevive Operating nationwide with 58 franchisees with 135 vansIncrease of cash in hand and bank in 2014 to 2015Increase on current Liabilities 2014 to 2015Increase of total assetsRecognized and specialist employees20% increase in sales on year with over 45% of all franchisees running multi van businessAchieved I nternationally recognized Investors in people statusInvestment in systems and technology to reduce franchise admin time and improveUpdated websiteB2B and B2C servicesMainly focused in franchise WeaknessesDecrease on Net WorthPotential loss of sales in customers that regard other features (tyre ..)Mainly focused in franchiseThe company operate only in EnglandRelatively young company with low market and reputationNo interactive social mediaMany activities with social impact but without being well communicatedLow Search Engine optimizationNot replete promotionRevive UK has less main services (no inside repairs, no online shop etc.).OpportunitiesDecrease of car sales on 2016 (Sharpe, 2016)Increase of GDP and average salary for 2016Current improve export rate due to currency exchange Euro VS GPUnknown agreements among UK and EU for franchising sector exporting of goods due to currency Euro vs GPChange on customer buying pattern into being more in repairing their cars than buying new ones Threats Potential changes on the franchise regulations because of Brexit (Mark, 2013)Potential interest rate increase (Moneywise, 2013)Unknown agreements among UK and EU for franchising sector importing of goods Changes on agreements would mean potential increase custom duties that will lead to more expensive row material, paint tooling, machines etc.Potential increase in taxes (Inman, 2017)Low unemployment rate with uncertain future projection (Statistics, 2017b ).1.6 Key IssuesFrom the above SWOT analysis the key issues that should the company consider in a new communication campaign areRecognized and specialist employeesAchieved internationally recognized Investors in people statusInvestment in systems and technology to reduce franchise admin time and improveMainly focused in franchiseOnly in EnglandNo interactive social mediaMany activities with social impact but without being well communicatedLow Search Engine optimizationNot enough promotion2. MARKETING COMMUNICATION OBJ ECTIVESMake your Smart extend with ReviveReflecting on the above key issues, the companys next communication campaign should be focused onRaising sensation to specific target group in order to increase their publicity through online marketing tools such as website and social media.Making franchise sales in another market beside England. Since the company in the past have tried to distribute their franchise product in the N. Ireland and Scotland market and there were no results (based on the information that we gathered for this assignment) it is time to make efforts again but only in one of the two countries. It is suggested here Scotland. The campaigns name would be the same but other distribution channels. To get involved in a new market, the communication and marketing steps should be more focused.The main marketing communication objectives of the campaign are1. Increase awareness with 20% among adults 25-35 years old, of category 2 Rising Prosperty 2.15 younger professional in smaller flats (ACORN/ CACI, 2013) in the area of West Midlands for Make your smart move with Revive campaign starting from March 2017 September 2017.2. Increase awareness with 10% among adults 30 to 45 years old, of category 2 Rising Prosperty 2.18 career driven young families (ACORN/CACI, 2013) in the area of Edinburgh for Make your Smart move with Revive campaign starting from March 2017 September 2017.APPENDICESREFERENCESFill, Chris. Marketing communications Interactivity, Communities and Content Chris Fill, 5th edn. Essex Pearson Education Limited.Westwood, John. How to Write a Marketing Plan, edited by John Westwood, Kogan Page, 2013. ProQuest Ebook Central, https//ebookcentral.proquest.com/lib/coventry/detail.action?docID=1135738.Jobber, D. and Ellis-Chadwick, F. (2012) Principles and practice of Marketin+. 7th edn. London McGraw Hill Higher Education.Halik, J. 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Available at http//www.franchise.org/how-does-brexit-impact-international-franchisors-with-franchisees-in-the-eu (Accessed 14 February 2017).Shoosmiths (2017) What does Brexit mean for UK franchising? part one. Available at http//www.shoosmiths.co.uk/client-resources/legal-updates/what-does-brexit-mean-for-uk-franchising-part-one-12369.aspx (Accessed 14 February 2017)Goodchild, R. (2017) Does your vehicle have minor damage? Dont worry we can repair it Available at https//revive-uk.com/ (Accessed 14 February 2017).Revive Auto innovations (UK) Ltd Bfa (2017) Available at https//www.thebfa.org/members/revive-auto-innovations-uk-ltd (Accessed 14 February 2017).Endole.co.uk, 2017 Revive Auto innovations (UK) limited company information. Available at https//www.endole.co.uk/company/05115063/revive-auto-innovations-uk-limited (Accessed 14 February 2017)Sharpe, T. (2016) Misfiring UK car market could see 9% decline in 2017. Available at http//www.am-online.com/news/market-insight/2016/10/07/misfiring-uk-automotive-retail-market-could-see-9-decline-in-2017 (Accessed 15 February 2017).Bennett, J. (2016) Hard Brexit will leave UK car industry hanging by a thread. Available at http//www.am-online.com/news/mar ket-insight/2016/10/11/hard-brexit-will-leave-uk-car-industry-hanging-by-a-thread (Accessed 15 February 2017).Moneywise (2013) When will UK interest rates rise? Available at http//www.moneywise.co.uk/news/2017-01-23/when-will-uk-interest-rates-rise (Accessed 15 February 2017).Statistics, O.F.N. (2017) Gross domestic product, preliminary estimate Oct to Dec 2016. Available at https//www.ons.gov.uk/economy/grossdomesticproductgdp/bulletins/grossdomesticproductpreliminaryestimate/octtodec2016 (Accessed 15 February 2017).Statistics, O.F.N. (2017) Unemployment rate (aged 16 and over, seasonally adjusted). Available at https//www.ons.gov.uk/employmentandlabourmarket/peoplenotinwork/unemployment/timeseries/mgsx/lms (Accessed 15 February 2017).ACORN/ CACI 2013 Available at http//acorn.caci.co.uk/data/t38_p1 (Accessed 15 February 2017).Sharpe, T. (2016) Misfiring UK car market could see 9% decline in 2017. Available at http//www.am-online.com/news/market-insight/2016/10/07/misfiring-uk-autom otive-retail-market-could-see-9-decline-in-2017 (Accessed 15 February 2017).Mller, B., Brezing, C. and Unz, D. (2012) What should a corporate website look like? The make for of Gestalt principles and visualisation in website design on the degree of acceptance and recommendation, Behaviour Information Technology, 31(7), pp. 739-751. doi 10.1080/0144929x.2011.642893.Solutions, S.W. (2012) Articles. Available at https//www.spritzweb.com/resources/good-website-characteristics.html (Accessed 18 February 2017).Ledford, Jerri L.. SEO Search Engine optimization Bible, edited by Jerri L. Ledford, Wiley, 2008. ProQuest Ebook Central, https//ebookcentral.proquest.com/lib/coventry/detail.action?docID=331516.StartUp Team, (2004) The average entrepreneur page 2 of 2 startups.Co.Uk Starting a business advice and business ideas. Available at http//startups.co.uk/the-average-entrepreneur/2/ (Accessed 18 February 2017).