In the United Kingdom, environmental laws are the major political factors that affect the National Trust that deals with the environmental conservation. It has ensured that it meets the policy threshold that attracts its customers. It preserves the ancient trees, restores historic gardens, protects sites, fixes feels and takes care of nature and wildlife through ensuring that diversity is maintained. It is the biggest landowner in the United Kingdom, therefore, it has many roles to play about environment conservation (National Trust, 2015).
There are economic factors that affect National Trust and include inflation rates, exchange rates and the economic growth (National Trust, 2015). The Trust has managed to set appropriate charges for its customers in their cost-benefit analysis. Inflation rates and economic growth affect the organization since it provides services that are luxurious to the public. In addition, the two factors affect the life patterns and practices of the customers that, in return, affect the frequency of visiting the National Trust sites. However, the exchange rates impacts affect the Trust because it deals with overseas customers.
The social factor that affects the National Trust is the culture of the public (National Trust, 2015). It is of much concern if the public has an interest in amble environment and historical facts or not. Aging population tends to have more interest in artefacts and nature compared to the younger population. The Trust has developed picnic activities, among others, to appeal to the young generation.
The technological factors have also affected the running of the National Trust. Technological change has made the National Trust use social media and other electronic sources to reach its customers. The social media sites used by the Trust include Facebook, Twitter, YouTube, Flickr, Pinterest, Instagram and Google +. The Trust also has a website and mail for interaction with both customers and potential customers (National Trust, 2015).
The marketing mix applies to the organization through the use of the 4C’s or 4P’s. The group offers commodities or products in the form of services to the public. The services include protection services, issuance of areas of picnics and restoration of the environment (National Trust, 2015). The organization incurs a cost in the conservation and rehabilitation of the environment and structures, and communication. On the other hand, the customers incur costs when they visit the sites. The organization communicates or promotes its services through the use of distinct media platforms in advertisement and promotions. The channel is how the services flow from the Trust to the consumers and also entails the marketing channels.
1b. National Trust uses a range of social media sites for promotional purposes. The range of social media platforms used includes Facebook, Twitter, YouTube, Flickr, Pinterest, Instagram and Google + (National Trust, 2015). Social media reaches a large population at a given time, thus useful in marketing. The tools used in social media marketing are relatively inexpensive. It can also be used to get the concerns and needs of the customers. National Trust also uses Pay Per Click Advertising that allows for immediate visibility. It is easy to analyse Return on Investments thus more effective in marketing.
1c. The Benefits of a Pay Per Click Advertisement is that National Trust pays only for the outcomes of the advertisement. It also has the mandate to choose where the ad will be placed on the site, thus offering a chance to improve effectiveness. It is time conscious as the ads go live immediately. It also allows for easy conductions of cost- benefits analysis. The social media ensures that the Trust can reach vast masses at a time when the ads go viral. It also allows for feedback from the customers since the customers can be targeted (National Trust, 2015).
Market research in National Trust plays the role of analysing the consumer behaviour (National Trust, 2015). Market research helps the organization to identify its potential customers and their areas of interest. It also enables it understands the demographics of its potential customers such as the age group, sex, marriage status, and education level among others. It gives the National Trust the relevant information to its existing customers. It enables them to understand why they chose National Trust over the competitors and the factors that influence their buying.
The organization is also able to learn the practices of its existing customers, for example, what they read; the websites they visit and their hobbies. The information gathered about existing customers helps in the improving of the services provided. Market research also helps in the development of realistic targets and effective strategies. The strategies involve the way the organization should advertise and diversify of the services offered. It also helps it in examination, identification and solving business problems experienced. It helps in the identification of the areas of expansion in the organization’s practices and determines whether there is a need for additional services. In other words, it helps the organization in the identification of the new business opportunities that exist.
Reference
National Trust (2015). We’re a Charity that Works to Preserve and Protect Historic Places and Spaces- forever, for everyone. Web.