他们试图建立一个品牌形象，注重可靠性、准确的价格，以及为其他国家游客提供的各种服务的专业知识(Lauras travelcom 2016)。分析发现，该公司更倾向于服务于中高收入群体的消费者。他们的收入群体愿意花在高质量的度假上，这一点很少受到重视。公司可以提供许多交易来增加消费者惠顾(Berger, 2015.)。根据美国劳工统计局(Bureau of Labor Statistics) 2013年至2014年的数据，在加州大都市区，平均每年用于零售商品的支出为63,189美元。这一数字明显高于美国家庭52,284美元的平均支出水平(Berger, 2015.)。正因为如此，我们发现，在加州，低收入群体实际上是中等收入群体。他们在很大程度上被社会边缘化了。因此，公司将努力确保针对低收入群体销售这类服务。
这是公司提出的新的业务服务交付物。分析公司的经营环境，必须了解公司的宏观、微观和内部环境。在本分析中对此进行了详细的研究。通过分析业务环境，可以了解这些操作的弱点和优点。企业的经营环境可以进一步分为微观环境和宏观环境因素。下面将详细介绍这些方面。目标人口统计学是指任何有旅行倾向的人，以及想要独特旅行体验的人。年龄、性别、受教育程度、居民收入等因素是区分这一细分市场时需要考虑的因素。以Laura travel为例，拥有大量可支配收入的年轻的国际化人群被认为是目标市场(Truong, and Hall, 2013)。然而，该公司表示，任何有体验文化倾向的人都是公司的目标消费者。公司利用多种多样的营销渠道进行促销。
They are trying to build a brand image that is focused on reliability, accurate pricing and also expertise regarding the various kinds of services offered to the tourists from other countries (Lauras travelcom 2016). From analysis it has been found that the company is more attuned towards servicing of the consumers from the upper middle and upper income group. There is very little importance given to their income group who are willing to spend on quality vacations. There can be a number of deals that can be given by the company to increase the consumer patronage (Berger, 2015.). In California metropolitan area there is an average of $63,189 per year that is spent on retail goods according to the figures from 2013–14, the U.S. Bureau of Labor Statistics Regional. This figure was significantly higher than the $52,284 average expenditure level for households in the United States (Berger, 2015.). Owing to this it has been found that the lower income target group is actually the middle income group in California. They have b largely marginalized in the society. Hence there will be efforts taken to ensure that the sales of these kinds of services for the lower income group should be targeted by the company.
This is the proposed new business service deliverable that has been expressed by the company. To analyze the business environment of the company it is imperative to understand about the macro, micro and the internal environment of the company. This has been investigated in detail in this analysis. By analyzing the business environment there can understand of the vulnerabilities and the strength of these operations. Business environment of a company can be further divided into micro environment and macro environmental factors. These aspects are divulged in detail in the following. Target demography is anyone with a propensity to travel and people who want a unique travel experience. Age, gender, educational level, income of the people are the factors that has been considered while differentiating in this market segment. For the case of Laura travel primarily the younger cosmopolitan crowds who have a lot of disposable incomes are considered to be the target market (Truong, and Hall, 2013). However the company states that anyone with a propensity to experience the culture is a target consumer for the company. The company uses a wide variety of marketing channel for its promotion.