Hang on for a smooth flight; Paragliding in the UK, an Organisational Essay

Hang on for a smooth flight; Paragliding in the UK, an Organisational and Consumer perspective - Essay Example ccomplish the following: (1) to conduct a comprehensive analysis of the current Hang gliding and Paragliding Industry in the United Kingdom of Great Britain; (2) to investigate key components in APCO’s marketing strategy which led to their perceived dominance in the market and; (3) to examine consumer’s perception and satisfaction with the current market situation. To achieve these objectives, the researcher would conduct a survey to fifty (50) respondents, 25 are new trainees and 25 are paragliding instructors. These respondents also went through a series of semi-structured interviews to clarify their answers in the survey. The results of this study proves that there is indeed an increase in the number of people who are into adventure sports such as paragliding despite the risks that come with these sports. It is because of this that they give so much importance to the reputation and marketing strategies of certain manufacturers so as to ensure their safety as they engage in sports which are accompanies by high risks. In the United Kingdom of Great Britain, the sport of Paragliding is gaining tremendous popularity as an essential part of both the aviation and adventure tourism industries. Without a doubt, it has significantly contributed to the rise of the aviation industry as one of the most important industries in the United Kingdom, generating about 10.2 billion pounds sterling, thus amounting to 1.4% of the Gross Domestic Product of the Country. At the same time, the aviation industry has opened a lot of job opportunities for the citizens of the UK. In fact, it has already been reported to have been directly employed by this particular industry. As one of the perceived substantial industries in the country, it has helped in supporting the vision of their government for a high-productivity economy (OEF, 1999). Without a doubt, the economic growth of the UK owes a lot to aviation. Firstly because it is a part of their transport infrastructure to which