Environmental Analysis of the Eden Project Assignment

Environmental Analysis of the Eden Project - Assignment Example Opened to the public in 2001, the project took approximately 30 months to construct and now provides an interesting experience to visitors both domestic and foreign. The Eden Project, based on research findings, is a benchmark by which other organisations can replicate their operational models for the company’s consistent focus on providing relevant services and activities related to their mission and vision goals. PESTEL analysis of Eden Project The Eden Project operates in a stable political environment in which there is ample state-level and local-level support for business development. The Eden Project is even supported by an EU organisation, The European Social Fund Convergence Investment, that has partnered with the local Learning Partnership for Cornwall to deliver sustainable operations and promote training of local workforce members to support the project (Green Foundation 2013; Major 2010). Through government support both domestic and foreign, the Eden Project is abl e to sustain its operational model and achieve a variety of grants that provide adequate funding that assists in procurement, operational strategy development and even the marketing and promotional functions that give the organisation more public visibility and brand recognition. The Eden Project has also been supported by notable political figures ranging from the Queen to Prime Minister Gordon Brown in an effort to promote sustainability and eco-tourism in the country (Eden Project 2008). Political actors with considerable influence in promoting the organisation and also ensuring government funding provide the Eden Project with the marketing benefits and political networking benefits required to ensure long-run operations and sustainability of the company model. Celebrity endorsers often have a positive impact on consumer attitudes and behaviours and utilising the Queen’s endorsements is only one element of how the organisation achieves brand visibility. The economic enviro nment is also quite favourable for continued operations at the Eden Project. Admission prices for adults at the attraction range between ?19.50 and ?23.50, whilst children can enter the attraction for between ?6.50 and ?10.50 (Eden Project 2013). These are rather high prices comparatively to other local attractions, however it guarantees a higher revenue stream for the organisation. The UK is currently experiencing a recovery from the 2008-2010 recession, which is giving consumers higher disposable incomes today (Forex 2012; Reuters 2011). Concurrently, the UK Consumer Price Index has been stable since October of 2013 which represents that inflation is stabilising and currently household consumer income enhancements are rising in a faster proportion to inflation (ONS 2013). This provides an economic environment in which the Eden Project can sustain more consumer interest in disparate market segments without concern about substantial admission price discounting. The ability of consum ers to pay the higher-than-average admission costs to experience a unique attraction provides a stable and positive economic environment for the organisation. The social environment is also favourable for continued consumer interest in the attraction. There is a growing ethical awareness in many consumer groups about the importance of ecology and environmental sustainability that impacts their consumption behaviours.