The Internal Analysis and SWOT for BPA
A situation audit involves conducting an evaluation or examination of a business in an effort to establish or identify any factors that may have some impact on it (Faarup, 2010). Such factors may be either internal or external which, unless they are handled with caution, may have adverse effects on the business. Therefore, it is paramount for a business to implement strengths, weaknesses, opportunities, and threats (SWOT) analysis so as to be better placed in a position whereby such analysis can effectively develop as well as overcome any obstacle that may negatively affect the enterprise (Austin 2011). This paper is a situation audit covering the internal analysis as well as the SWOT analysis of the BPA Company. The paper seeks to offer a conclusion of key strategic issues that ought to be addressed by the companys marketing plan. Consequently, the paper also offers a timeline which incorporates the planning, implementation as well as the reporting of the primary research project.
The British Parking Association (BPA) is a European based organization which offers traffic management and parking services (British Parking Organization [BPO] & Snow 2015). According to a research pursued in 2013 by the BPAs Higher and Further Education Parking Survey, there has been a substantial increment in the demand for parking services in the Higher and Further Education sector. This ever-growing need for parking spaces denotes that there is an urgency for implementation of effective parking management policies (BPO & Valued Research 2013).
SWOT analysis is a vital framework used in enterprises as a planning technique and, therefore, it enables the management of a given organization to create the competitive strategies which are dependent on the business environments of the company (Wang 2007). SWOT analysis is a conventional approach designed to offer the management of a given organization some insight into the most appropriate way to find the desirable alignment of a company (Wang 2007). It incorporates examining the strengths, weaknesses, opportunities, and the threats that affect the organization.
An organizations strengths refer to the factors that offer it some outstanding advantage over its competitors (Lburgoni 2013). Hence, it is paramount for the BPA organization to stay adherent to such factors in order to be in a position to continuously develop and remain the best parking and traffic management establishment.
Weaknesses denote the areas that an organization ought to lay more emphasis on. Therefore, analysis of weaknesses offers the management some insight into areas that require attention as they may lead to the failure of the organization (Bentahar & Cameron, 2015).
The analysis of the opportunities is integral since it enables the organization to make predictions on changes that may be happening in the industry and, as a result, effectively create a strategy that will empower the organization to manage the changes and adapt to them (Lburgoni 2013).
Threat analysis is also important since it shows an organization that any form of limitation may bar its success. By performing a threat analysis, the organization would also be in a position to face a rationale of overcoming any factor that may pose some risks to the company, and also invent a mechanism of regulating the strategy in case it would be deemed to be conflicting with the future success of the organization (Blick 2011).
The SWOT Matrix
BPA owns a large number of car parks.
There is an ease of access into a car.
Affordable tariffs and competitive price schemes.
Ability to accept payment via credit card.
High maintenance costs of the parking facilities and spaces.
Different budgeting priorities
Lack of funding for quick technological advancement
Old multi-storey car parks
Car parks operated by private companies on disused land offering all day cheap parking.
Transport should be equitably accessible to all the citizens with more emphasis on local travelling needs.
Free on-street parking where cars are allowed to park for few hours along the street.
Increased income from better use of the funds.
Establishment of new systems which involve local control of enforcement
People have embraced the use of smart phones and tablets.
Enhancement of customer-organization
Giving new experiences of service to the customers.
Directly employing new technology for new markets for payment and car park safety.
Issues Addressed in the Strategy
Marketing is an important aspect of hay business which is often between both the success and failure (Armstrong & Adam 2014). Inadequate and inefficient marketing strategies are frequently the primary reason most organizations fail. It is, thus, vital that a company prioritizes marketing by making it a core aspect of their business (Burrow & Bosiljevac 2012). In light of this, BPA must adequately and effectively create awareness to various audiences and sensitize them on the purpose of their company. The enterprises face the great challenge of building and marketing their brand. This information will help the people to understand the importance of the organization and the great impact it will have on the quality of life (Christiansen, Yildiz & Yildiz 2014). The marketing strategy BPA can influence how people view BPAs services and products. Moreover, customers will see the value and desirability of the services offered.
A proper communication plan outlines the standardized way staff members and business should interact with each other rather than leaving the employees to create a suitable method (Tomasz Koch, 2015). It, consequently, creates consistency in the workplace communication and reduces confusion and miscommunication. A communication strategy greatly affects the image of the company, and a professional and standardized method of communication makes it look professional and organized (Gould 2015). BPA faces the challenge of implementing an effective communication strategy which was created and approved by Council in 2013. However, it should be reviewed by the staff members and additionally linked to the business plan and long-term goals. Besides, BPA should detail clear and specific communication objectives as this will give them necessary guidelines when reviewing the various aspects of communication (Hobbs 2010).
Branding is one of the key aspects of the business as it helps to benefit in the market. A brand is a pledge to the customer that details what they can expect from the organization (Gratton 2010). This additionally acts as the differentiating factor between the organization and its competitors. BPA requires to derive a brand from whom they are and how they want people to perceive them. In order to do so, they will require a brand strategy that will stipulate what, where, when, how, and whom they plan on delivering their brand message to (Great Britain Parliament 2013). Details, such as where to advertise and what to communicate, should be sufficiently analyzed as all this information will constitute the final brand.
It is important for an organization to deliver what it promises to the customers as this ensures that the customer gets value for their money and is content after the purchase (Schwartz 2016). BPA faces the challenge of delivering and surpassing the value they promise to clients. For BPA to do this effectively, they should asses the customer value before and after the purchase (Mulley & Ison 2014). It will help them to establish the customer satisfaction at various levels enabling them to achieve value delivery more productively. Furthermore, it will ensure customer satisfaction making the people more likely to seek the company services again (Atchison & Burby 2015). In addition, BPA bodies should be made more accountable for their actions, and it will broaden their appeal to organizations.
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A pricing strategy is a vital aspect that determines a companys success. It is, thus, important for a company to conduct a detailed analysis of the market for them to develop an efficient pricing strategy (Schindler 2012). BPA needs to do a research to determine their price environment, and it will enable the company to regulate the control they have over price. The company will analyze the competitiveness of their service, compare these services to the other available in the market, and, subsequently, outline a general price range. (Jensen 2013).
A project timeline is a graphic design that displays a list of events in a chronologic order. Typically, project timelines are long bars or lines with a suitable scale of the timeline. These bars are well labeled and millstones are properly highlighted. Figure 1 below is the project timeline for the five year BPA project. The project is divided into three phases: planning, implementation, and report. Each of the three phases has significant milestones that have been included into this project timeline. The project is set to begin in January 2017 and end on the 15th of December 2022. It will assist in the analysis of the level of efficiency when introducing and implementing the project. It is significant that the stipulated milestones are achieved within the given time period so that the project does not go over budget. It will ensure the project is introduced as planned in the course of five years.
Figure 1: Project Timeline for the Five Year BPA project (BPA 2015)
As discussed above, a situation audit is paramount to the successful implementation of the BPA. Among the key market considerations include marketing, communication, branding, pricing, and value delivery. It is important that the project takes into account the SWOT matrix of the organization in order to flourish in the future. In addition, the project timeline is a vital tool for planning since it is a pointer to the progress of the implementation and the capital outlay the project will require. Therefore, market research and awareness will highly contribute to making the BPA a success.
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