|dc.description.abstract||The purpose of this consultancy report is to address whether or not the gap year provider Go
Gateway (GG) can expand into the UK market and if so which approach should be employed.
GG is a provider of study abroad programs, and has a strong market share in their niche in
Norway with a good understanding and knowledge of the countries they operate in. The
company has yet to explore opportunities in the UK market and aims to operate in its gap year
industry. Methods of analysis consist of primary and secondary research through a quantitative
and qualitative approach. Theoretical frameworks have been employed, before recommending a
final course of action.
The conducted research demonstrates that the gap year industry is fragmented, with many small -
medium sized firms and few large ones. There is an established norm in the UK to enter
university straight after completing college. However, gap year tourism has gained a wide
recognition in recent years, particularly in British society, and the term “gap year” is becoming
increasingly accepted. Young people today are investing more of their money in travelling,
compared to previous generations. Findings also show that the majority of students would prefer
travelling through an organisation. GG’s unique selling point is their study abroad program,
which gives the company an opportunity to differentiate themselves in the UK.
GG should expand by seeking niches through a “piggyback” mode of entry, while targeting 17-
19 year olds from the middle class who have academic goals. The company has to adapt their
price to the competitive market. To reach this age group, intensive marketing communications
tools has to be used to create brand awareness. Additionally, they should investigate
opportunities to expand their product portfolio, both in destinations and programs to satisfy the
consumer needs in the UK.||nb_NO