Presentation Transcript
Marketing environment :Marketing environment Kirti Dutta
BULMIM
Class 5- 3.11.09
Learning Outcomes :Learning Outcomes Key macro and micro factors that influence marketing decision making
Evaluate potential impact of the micro environment on the marketing of a product or service
ENVIRONMENT :ENVIRONMENT Environment is circumstances, objects or conditions by which somebody or something is surrounded.
ENVIRONMENT (Contd.) :Environment ENVIRONMENT (Contd.) Internal External
ENVIRONMENT (Contd.) :Environment information is used in 2 main ways
As an input to planning process
As part of ongoing analysis of marketing opportunities and threats (Environmental scanning) ENVIRONMENT (Contd.)
Planning :Planning Where are we now?
Where do we want to be?
How do we get there?
How do we know we have arrived? Situational analysis
Objectives
The plan
Evaluation and control
MARKETING ENVIRONMENT MODEL :MARKETING ENVIRONMENT MODEL
Marketing Environment model :PEST
SLEPT
STEP
PESTEL
PRESTCOM Marketing Environment model
PRESTCOM :PRESTCOM
The internal environment of the organisation :The internal environment of the organisation
Political environment :Political environment
Economic environment :Economic environment
Factors to take into consideration: The trade cycle :Factors to take into consideration: The trade cycle
Social environment :Social environment
Technological environment :Technological environment Invention of new products and services
Marketing research – database, internet, CD-ROMs
CAD
Responsive manufacturing – reducing lead time
Automated warehousing
Online order tracking
Computerized order taking
Point of sale system
E-mail and communication technologies
Laptops and mobiles - sales force
Potential markets :Potential markets Government
Individuals
Customers and consumers
Export
Businesses
Industrial
b2b
Resellers
Distributors
Dealers
Agents
Wholesalers
Retailers
franchisees
SWOT Analysis :SWOT Analysis Analysis of an organisation and its environment in terms of :
Strengths
Weaknesses
Opportunities
Threats
SWOT Analysis :SWOT Analysis Strength Opportunities Threats Weakness Internal External
SWOT Analysis :Strengths:
What we do well
Weaknesses:
What we need to improve
Opportunities:
What we can take advantage of
Threats:
Who we need to look out for SWOT Analysis
SWOT :SWOT Strengths - are used in your positioning & marketing communication strategies/tactics
Weaknesses - plan to improve your weaknesses in the marketing mix strategies
Opportunities - find new markets to target in your action plan
Threats - develop contingency planning to confront issues which might adversely influence customer & competitor actions
Reich plots the S & W against the O & T
SWOT :SWOT
Case :Case