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g the fact that Gap 360 is a relatively new company in this market, the success achieved by the company in its first and second year of trading is noteworthy. Having enjoyed a successful stint over the past two years, the company should aim to achieve a higher ground that provides robust foundation to become an undisputed leader in the market. In order to be able to reach the pinnacle in this market, Gap 360 must aim to attain a higher customer satisfaction index. This is precisely because a widening base of satisfied customers will serve as a sustainable source of profit for the independent travel service provider. However, the objective of higher customer satisfaction level can only be achieved if the company is able to increase its base of potential passengers which in actuality is the second objective that is specific to the requirement of the company. The objectives are very closely associated to each as one can only be attained if the other is accomplished. The fact can be evidenced with the third objective of the company which is to widen its products and service offerings (in terms of increasing number of destinations and types of trips) within five years of its launch. By doing so the company endeavours to attract greater number of passengers which in turn will provide them with the opportunity to offer superior quality services and hence, increase their customer base to a further level.
Measureable: Gap 360 has to focus on increasing the amount of bookings done every year. In addition to that, they will also have to implement appropriate strategies in order to attain growth in the level of repeat sales per annum. As far as measurability of this objective is concerned, a target of 11,000 booking has been set which is to be achieved by 2016. On the other hand, a measurable target of 10% of the total bookings has been placed for repeat sales.
Attainable: Given the size of the market in UK, the target that has been set in the section above is attainable.
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