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Table of contents

1.0 Executive Summary
2.0 Macro Analysis (PESTEL, Industry Users & Revenue, Five External Forces)
3.0 Micro Analysis (Main Competitors & Customers)
4.0 Financial Performance
5.0 Human Resources & Structure
6.0 Tactics (Product, Processes, Promotion, Place, Physical Evidence & Price) & Suppliers
7.0 Current Strategies & Competitive Advantage
8.0 SWOT
9.0 Critical Success Factors
1.0 Executive Summary
Speedy Hire PLC is an established, Tool & Plant hire company which is enjoying a consistent success over the years. This analysis report will highlight its main factors and the environment it is working in.
2.0 Macro Analysis
2.1 PESTEL Framework (Table 1)
Political- Government’s successful bid to host the 2012 Olympic means that the infrastructure of the effected areas will require to be upgrade. The government announced that GBP10 billion will be invested in new/upgrade infrastructure and 3m houses will be built in the next 12 years. More outsourcing to the private sector will be tendered. Northern Ireland peace treaty will result in new infrastructural projects.

Economic- There is fear of a recession. Construction is experiencing a 3% growth. Increase in construction will bring shortage of labour, but easy to recruit from EU. Raw materials will increase by a 1/3. Increase in inflation brings higher rates and lower demand.

Social- There is a change in lifestyle, smaller houses means less space for DIY projects. Importing foreign labour will create a language barrier.
Technological- New software packages are available to increase efficiency in the sector. Machinery is build keeping in mind H&S issues, and must be more fuel efficient and produce less noise pollution.
Legal- The market for tooling equipment is also being effected by legal issues, mostly regarding the H&S issues and environmental...