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The car hire market in the U.K. evolves around the tourism industry.
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MARKETING ANALYSIS The car hire market in the U.K. evolves around the tourism industry. Although the figures of the number of foreign tourists visiting the U.K. in 2002 are better than the figures in the year 2001, the tourism industry has seen the biggest decline in twenty years due to the impact of the foot-and-mouth disease outbreak and the event of September 11. Moreover, the number of Britons holidaying abroad has increased thus the internal tourism has decreased over the last two years. However, due to the fear of flying, there has been a 25% increase in self-drive holidays taken by Brits within the U.K. (http://news.bbc.co.uk/). To maximize opportunities a successful company must carefully translate its objectives in to an action-orientated strategic marketing plan, basing its decisions on sound market information. Factors affecting the car hire market environment: The macro-environment factors in the car hire market: These are factors...
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