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时间:2021-10-29 15:37 来源: Essay代写

摘要:本文主要介绍了英国第五大行业印刷业的发展状况,在2008年遭受经济危机后,印刷业的发展不是很理想,在做出适当......

英国PrintIT公司市场营销essay


这个项目的就是为了提高“PrintIT”的品牌知名度和企业的社会形象而提供一个可行的政策。“PrintIT”是英国的一家印刷公司,是The AppleBy Trust旗下的。为了完成此次项目,我们对整个印刷行业进行调查,分析了当前公司的一些营销活动,考虑到PrintIT的现状,针对一些潜在的新客户进行分析,我们将建立一个全新的营销策略,希望能够帮助PrintIT获得成功。
 

印刷行业分析--Printing Industry Analysis
 

印刷行业是英国第五大的制造业,大约有160000名雇员在超过12,000家印刷公司里工作,这些公司大多都是小型企业。印刷业是一个重要的制造业,对于餐饮零售、分销、金融服务、旅游等行业都是重要的战略意义。在北爱尔兰,印刷行业是一个历史悠久且成熟的行业,很多的公司从事该领域已有几十年的时间。
 

行业需求深深地受经济活动的影响,从2008年初,印刷行业也因经济刷退而深受打击,整个行业被政府收购,2010年行业的衰退是不可避免的,2011年会全面复苏,并在2012年可能会增加。
 

Printing Industry Is The Uks Fifth Largest Manufactur Marketing Essay
 

The aim of this project is to present a feasible idea to increase the brand awareness and profile of the social enterprise ‘PrintIT’, a printing company which is part of The AppleBy Trust. To achieve this research was carried out on the printing industry, analysis on the current firm and marketing activities and consideration of a potential new customer base for PrintIT to target. This would enable establishment of an alternative marketing strategy for PrintIT which is hoped to be successful.

 

印刷行业分析--Printing Industry Analysis
 

The Printing Industry is the UK’s fifth largest manufacturing industry. It employs over 160,000 people in 12,000 companies most of which are fairly small. It is a vital manufacturing sector and has strategic importance to the economy catering for public authorities, retail, distribution, financial services, travel etc. In Northern Ireland Printing is a long established and mature industry and many of the companies that operate within the sector are long serving and have been involved in printing for a number of decades.

 

Demand in the industry is greatly influenced by the level of activity taking place in the economy and subsequently demand for the sector did fall from early 2008 due to the economic downturn. Printing companies are losing contracts as organisations go into administration. Declines are inevitably likely 2010, 2011 with full recovery and possible increases in 2012.

 

Fenn, Dominic, Key Note Marketing Report 2010, 15th Edition, Printing, April 2010

 

ISBN 978-1-84729-608-5, See Appendix 3

 

The industry is hugely affected by macroeconomic factors and Printing is expected to advance in the future.

 

Below is a PEST Analysis which explains the most crucial factors affecting the industry:-

 

政治与立法--Political Legislation

 

IPPC (Integrated Pollution Prevention and Integrated Control) is the most crucial and looks at resource and energy efficiency, accident prevention and minimisation of other pollutants including noise and heat.

 

New powers have been given to the ICO (Information Commissioners Office) which could see Printing companies face major fines therefore Printing firms processing personal data need to ensure it is adequately protected.

 

Nias, Simon and Sheahan, Tim, ‘Printers could face £500k fines under new powers given to ICO,’ PrintWeek article 4 December 2009 (20 Nov)See Appendix 4

 

The Printing Industry is a hugely polluting industry and environmental issues include:-Water – Large quantities of water are used in most printing processes and Water charges are being introduced at the end of the year in Northern Ireland See Appendix 23. The alternative would be waterless printing nevertheless the printers are expensive to purchase and run.

 

Waste – Relatively high levels of waste are generated by the printing process. This is also a social issue.

 

Emissions – VOC’s are believed to come from the Printing Industry. These can cause headaches, dizziness, nausea and much more serious affects if exposed to for long periods of time.

 

 

Ink – Heavy metals and non-renewable resources in ink. The alternative would be vegetable based inks however not used by all printers.

 

经济--Economic
 

The economic downturn is the most evident with approximately 200 companies already going into administration with 3000 jobs lost. This is contributing to the high levels of unemployment the UK is facing. See Appendix 5 from PrintWeek.com which is the official website for the British Printing Industries Federation.

 

 

Printing Paper rises – Several major paper suppliers have announced price increases. Paper giant ‘Sappi’ said it will raise the price of certain types of paper by at least 10% in March next year however Printing companies will find it hard to increase their prices as there is continual undercutting of prices to secure contracts. See Appendix 6

 

Morris, Helen, ‘Paper manufacturers set to impose further price increase’ printweek.com 19 February

 

Interest rate rising – Small print firms could be hit by a further crush on borrowing. This is the result of a move by the Treasury to reduce its exposure to the EFG scheme. See Appendix 7.

 

Energy and fuel rises – The industry has high energy dependence from the machinery it uses, a majority of which is electrical.

 

Tucker, Wesley, eHow Contributor, ‘Challenges in the Printing Industry’ 31st May 2010

 

社会--Social
 

Do It Yourself – With disposable income lower and a wide more diverse range of packages available, consumers can choose to print for themselves whether it be using templates available on Microsoft or Desktop Publishing etc.

 

技术--Technological
 

Advancement in technology has an unavoidable impact in the industry. It is needed to survive and ahead of competition. A Marketing Week article reports that the trend of digital technology and printing will ultimately open up new markets. A Printing Impressions article and Converting magazine abstract explain that digital enhances image and quality, has a faster turnaround and saves costs. See Appendices 8,9 & 10.

 

The internet is another technological factor. 73% of households in the UK have it with 30 million adults using it daily therefore an opportunity for the industry to exploit. See Appendix 11 which details the National Statistics of Internet access. The Printing Industry could use the internet as an online ordering tool which is a trend in demand. The internet could too be used as a medium, for example a campaign online could be enhanced with a printed one to match. See Appendix 12 which explains that the internet is not a threat but can be used as a complimentary medium.

 

Ultimately all the factors would need to be strongly analysed and considered in order to survive in an environment which is rapidly changing.

 

With regards to the Social Enterprise sector, they have a vital role to play in the country’s economic recovery as they tackle social unemployment and crime or environmental issues and still support financial growth. The survey in Appendix 13 found that despite the recession, social enterprises are twice as confident of future growth as small to medium enterprises, with 48% of social enterprises reacting positively as opposed to just 24% of SMEs.

 

Since the economic downturn began, 56% have increased their turnover from the previous year whilst less than 20% have seen it go down.

 

State of Social Enterprise Survey, Nov 2009, Social Enterprise Coalition

 

Strengths include the latest product technology. PrintIT offer digital printing and An In House Professional Design Service which indicate they are advancing with changes in technology in what is a dominant trend in the industry. They also have an online uploading service which enables faster and more convenient printing for the enterprise and the customer.

 

Weaknesses include very little cash flow and marketing ability. PrintIT have a small sum of £300 per annum for their enterprise spending budget.

 

Opportunities including seasonal greetings cards. A Keynote Market Focus 2008 report (Appendix 14) states that Christmas and New Year cards sector record the greatest sales in volume terms and a rapidly growing population will ensure volume and value growth. Other opportunities include T-shirt Printing which PrintIT could use in the future when they more business.

 

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