Passport to the World

abstract: 

In an era of increasing global competition it is imperative that organisations have well researched communication strategies. To promote a product or service abroad, an organisation should clearly understand the political, economic, social, technological, legal and environmental factors that may affect the success of the campaign. This report will focus on the PESTLE situational analyses of India and England, further outlining problems, opportunities, critical success factors and appropriate objectives for the launch of the Langley Group’s professional development product, Passport to the World. Through conducting such research and providing appropriate communication advice, an organisation will be able to implement an efficient and effective communications campaign, expanding business opportunities and generating increased brand awareness and revenue in targeted nations.

author/s: 

I am developing this communications strategy for Passport to the World with the hope of gaining employment with the Langley Group in 2009. The Langley Group has requested that I explore travel markets in India and England as these nations are next in line for the launch of this new professional development product. I also want to gain experience conducting in-depth research into target markets abroad; as I believe the scope of my career will transcend national borders.

Well structured and planned communications strategies are becoming increasingly important for organisations to gain a competitive edge. I have chosen to conduct a PESTLE analysis because understanding the political, economic, social, technological, legal and environmental conditions is a crucial step in promoting a product or service effectively and efficiently within any nation. This analysis will also identify opportunities and risks involved with promoting Passport to the World in these countries, which will help to ensure the success and longevity of the campaign.