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Case Study: Dover is a town and a ferry port in Kent in South East of England. Here at its narrowest point in the Straits of Dover, it is the busiest shipping lane in the world. The Port of Dover provides a great deal of the town’s employment, as does tourism. The town has numerous places of interest such as Dover Castle, Bleriot memorial, South Foreland Lighthouse and many more. The town& main shopping streets are the High Street and Biggin Street. The Castleton Retail Park is to the north-west of the town centre. Dover’s main transport artery, the A2 road, connects the town with Canterbury. The town also has train links to London, Canterbury and a number of coastal towns in Kent. There are nine secondary level schools, 16 primary schools and two schools for special education. The town has one private school, Dover College. The town once had four hospitals, but now it has only one, Buckland Hospital. Dover was once the home to television studios and production offices of Southern Television Ltd, the company which operated the ITV franchise for South and South East England, however they closed in 1983 when the company moved their operations to the newly complete Television Centre in Maidstone, Dover has two local paid for newspapers, five free newspapers and one commercial radio station. Dover District Council was formed on 1 April 1974. It provides services to people who live, work and study in Dover, Deal, Sandwich and the surrounding areas. Its services range from supporting local community groups to protecting the environment to helping local businesses. (https://www.dover.gov.uk/Home.aspx) A few weeks ago the Social Market Foundation (SMF) has produced a report for BBC. Their findings suggest that the UK's coastal communities are among the country& worst off for earnings, employment, health and education (http://www.bbc.co.uk/news/uk-41141647). The report found that five of the 10 local authorities in the UK with the highest unemployment rate for the three months to March 2017 were coastal. These were Hartlepool, North Ayrshire, Torridge, Hastings, South Tyneside and Sunderland. It also found those in employment in coastal areas were likely to be paid less. Of the 98 local authorities on the coast, 85% had pay levels below the UK& average in 2016. Thus, average wages were £3,600 a year lower. In terms of health, 10 of the 20 local authorities in England and Wales with the highest proportion of people in poor health are coastal: Neath Port Talbot, Blackpool, Bridgend, Sunderland, Barrow-in- Furness, Carmarthenshire, East Lindsey, South Tyneside, County Durham and Hartlepool. And the two local authorities in England and Wales with the smallest proportion of over-16s holding level four and above qualifications [certificates above A level] are Great Yarmouth in Norfolk and Castle Point in Essex. Report author, SMF chief economist Scott Corfe, said a lack of local job opportunities and poor transport links contribute to badly-performing economies. "The government needs to do more to address economic problems in our coastal towns," Mr Corfe added. The SMF warned that some areas - particularly in the South East - "are pockets of significant deprivation surrounded by affluence - meaning their problems are often overlooked by policymakers". The report found the economic gap between coastal and non-coastal areas has widened from 23% to 26% from 1997 to 2015. Questions: Discuss the importance of environmental scanning within the Marketing Environment. Having considered Dover District Council’s Place Positioning Strategy, identify and analyse current key factors within the macro environment which may impact on the three pillars namely, Investment, Education and Tourism. Finally, make recommendations as to how Dover District Council may best position itself to deal with the identified opportunities and threats.

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  • Posted on : December 08th, 2017
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