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Situation Analysis for Gap 360 Ltd
Table of Content
1 Introduction.......................................................................................................................... 2
2 Three year marketing plan for Gap360................................................................................ 2
3 Communication plan from January 2014 to December 2016 .............................................. 6
4 argeting and data strategy .................................................................................................... 9
5 Detailed activity plan for 2014 and initial recommendations for 2015-2016.................... 11
6 Conclusion ......................................................................................................................... 13
7 References.......................................................................................................................... 13

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1 Introduction
In spite of the gloomy economic prospect of the U.K, the market for gap year travelling, one
aiming at the tradition of taking a year off travelling before going to university or starting to work,
remains vigorous with newcomers entering the competition for market segments constantly. Among
these is the start-up Gap360, a 2011 established company which offers a variety of affordable gap
time travel opportunities in various countries, for various customer purposes. In this paper, a three
year marketing plan for 2013-2016 is designed for Gap360 to help the company stand out from the
competitors, using Situation Analysis and other standard steps of a marketing plan such as Budgets
and Objectives; the result is some creative proposals to treat different types of customers and a
detailed action plan for Gap360 in the year to come.
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2 Conclusion
With the utilization of a wide range of marketing techniques, the Marketing plan of Gap360 is
designed taking into consideration the company’s macro and micro advantages and disadvantages, as
well as prospects and risks. All standard steps of the plan are scanned, with advices given to Gap360
regarding its Objective setting, budget forecasting, targeted customer treatment and market database
enrichment. Despite being young in the market, the company has got all it takes to become the UK
market leaders, given its strengths in comparison with the competitors. However, as the company’s
main advertising channel – online tools – is getting more expensive, the company needs to carefully
manage their budget by cutting wasted spending and continuously perfect its online services.
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3 References
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The Independent UK, 2012, Top five gap year organizations, accessed at
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