chap 3, analyzing the marketing environment

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Prepared by

PROF. RAJESH KUMAR(MBA IMT, GBD,SIX-SIGMA BLACK BELT CERTIFIED)

Prof. of IMT-CDL(DIMS)IP UNIV

(Ex. HOD-MARKETING,BSD)E:forrajeshkumar@gmail.com

P:9810275444www.marketingandbrandingguru.com

SWOT Analysis

FedEx

The Marketing Environment

The marketing environment

It includes the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with customers

Analyzing the Marketing Environment

• The Company’s Microenvironment

• The Company’s Macro environment

Factors of Microenvironment

The Company

• Top management• Finance• R&D• Purchasing• Operations• Accounting

The Company

Suppliers

• Provide the resources to produce goods and services

• Treated as partners to provide customer value

Marketing Intermediaries

Help the company to promote, sell and distribute its products to final buyers

Marketing Intermediaries

Types of Marketing Intermediaries

ResellersPhysical

distribution firms

Marketing services agencies

Financial intermediaries

Competitors

• Firms must gain strategic advantage by positioning their offerings against competitors’ offerings

Publics

• Any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives

– Financial publics– Media publics– Government publics– Local publics– Internal publics

The Company’s Macroenvironment

Demographic Environment

Demography is the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics

• It is important as it involves people, and people make up markets

• It includes age, family structure, educational characteristics, and population diversity

Mobilink-Disney D 100 Mobile Phone

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Population Age Groups

Preschool

School-age

Teens

25-40

40-65

65+

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Household Patterns

A changing family system

Economic Environment

• Income Distribution

• Savings, Debt, and Credit

Madura Garments has responded to changes in income distribution by offering an upscale line and a mass market line

Economic Environment

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Natural Environment

Shortage of raw materials

Anti-pollutionpressures

Governmentalprotections

Natural Environment

Toyota Experienced Success with Green Cars

Technological Environment

• Most dramatic force in changing the marketplace

• Creates new products and opportunities

Technological Environment

Political-Legal Environment

Political environment Laws

Government agencies

Pressure groupsInfluence or limit various organizations and

individuals in a given society

Political-Legal Environment

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Social-Cultural Environment

Culture of PeopleCulture of People

Culture of organizationsCulture of organizations

Culture of societyCulture of society

Social-Cultural Environment

Social-Cultural Environment

Social-Cultural Environment