Environmental Analysis of Lough Gur Heritage Centre

Business Strategy and Planning

MARKETING 1
Environmental Analysis
Environmental Analysis is strategic process in which the external factors have been
identified, which directly indirectly affects the organisation. Environment analysis of the
company helps to identify the strength, weaknesses, threat and opportunity for the company.
The evaluation of these analyses is used by the company in decision making process. There
are many strategic analysis tools that are used by the companies to analyse the external
factors such as PESTLE Analysis, SWOT Analysis, Porter’s Five Forces Framework and
many others.
IPEST
IPEST Analysis
International –
Diversity
Encouragement
Positive factor (Rastogi, and Trivedi, 2016).
Political-
Support the Campaigns
No regulation regarding the Non-profit
organisation
Economic-
Strong financial
Increasing GDP
Inflation is increases
Social –
Attractive landscape in Ireland
Incentive preserve
Economic benefit for the creation
High purchasing power of consumer
Increasing Unemployment rate

MARKETING 2
Technology-
Positive factor
High Technology
High investment
International-
The employees of the company came from the different place across the Ireland. Diversity is
a factor which has positive impact on the centre due to different thoughts of people which
helps to learn more about the history of the other culture (Murphy Marketing, 2015).
Political-
It has been seen that the government of the country support the political campaigns and the
other campaigns. High interference of the government in the organisation due to non-profit
organisation (Knoke, 2018).
Economic-
It has been analysed that the economic condition of the Ireland is not good. It is expected that
the GDP of the country will grow with the rate of 5-6 per cent. Inflation is also increasing in
the Ireland which is reached by 1 per cent or by 1.30 in 2019. The commission of the
company is also estimated in the euro zone which is also growing by 2.1 per cent this year
(Taylor, 2018).
Social

MARKETING 3
The social welfare of the Ireland is divided into three types of payments such as social
insurance payments, Universal Payments and means-tested payments. The government
provides the facilities to those who contribute in the growth of the economy. As the inflation
increasing, the purchasing power of consumer is decreases. The many of the people go there
to visit the place in the vacations. It is also observed that the unemployment rate is also
increasing in the country and which is also considered as the main factor which affects the
company (Citizens information, 2018).
Technology
It has been evaluated that technology is the positive factor for the company because the
Ireland uses the advance technology. It is also observed that the centre can easily do their
work by using the advance technology. Technology is the main business of the Ireland and it
also the investment rate of technology is more with the amount of €274 million (Dodgson,
2018).
SWOT
Strength
It has been seen that asset is the main strength of the centre which increase the high brand
image. The main strength of the centre is its digitalised screens and the advance technology
which is used by the centre to represent their information in the exhibition related to the
history. Exhibition is also a strength for the company due to the large number of visitor
attract towards it services. Lough Gur promotes the heritage centre in order to provide the
knowledge of history to the students. The centre has full support by the Lough Gur Company
and the other companies (Doz, 2017).
Weaknesses