WELCOME TO OUR

PRESENTATION

Presenting By1) MD.Wahidul Haque 111-11-19062)Baban Acharjee 111-11-18803)Farjana Faiza 111-11-19004)Abdullah ar rafsan 111-11-18925)Mahbub Alam 111-11-19036)Atikur Rahman 111-11-1891

PRESENTATION TOPIC

ANALYSIS OF COMPANY’S

MICROENVIRONMENT

Marketing ENVIRONMENT

Consists of actors & forces Affect marketing management’s ability

Maintain successful relationship with target customers

microenvironmento Consists of actors which are

close to the companyoAffect its ability to serve its

customer

The company

Top management

Finance

R&D Purchasing

Manufacturing

AccountingCompany

- Marketers must work in harmony with other company departments to create customer value.

- Marketing must consider other parts of the organization including finance, R&D, purchasing, operations and accounting

Microenvironment

Actors

1. The company2. Suppliers3. Marketing

intermediaries4. Customers5. Competitors6. Publics

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– Marketers must watch supply availability and pricing

– Effective partnership relationship management with suppliers is essential

– Most marketers treat them as partners

Microenvironment

Actors

1. The company2. Suppliers3. Marketing

intermediaries4. Customers5. Competitors6. Publics

– Help to promote, sell and distribute goods to final buyers

– Include resellers, physical distribution firms, marketing services agencies and financial intermediaries

– Effective partner relationship management is essential

Microenvironment

Actors

1. The company2. Suppliers3. Marketing

intermediaries4. Customers5. Competitors6. Publics

– A marketer must monitor its competitors’ offerings to create strategic advantage

– Must provide greater value and satisfaction than its competitors

Microenvironment

Actors

1. The company2. Suppliers3. Marketing

intermediaries4. Customers5. Competitors6. Publics

– A group that has an actual or potential interest in or impact on an organization

– Seven publics include:• Financial• Media• Government• Citizen-action• Local• General• Internal

Microenvironment

Actors

1. The company2. Suppliers3. Marketing

intermediaries4. Customers5. Competitors6. Publics

Customers

Figure : Types of customer markets

Consumer markets

Businessmarkets

Resellermarkets

Governmentmarkets

InternationalmarketsCompany

– The five types of customer markets• Consumer• Business• Reseller• Government• International

Microenvironment

Actors

1. The company2. Suppliers3. Marketing

intermediaries4. Customers5. Competitors6. Publics

A case on study Pran group

Pran – Steps of Analyzing Micro Environment.

The Company

Pran – Steps of Analyzing Micro Environment.

Pran’s Micro Environment consists of Different Wings –

Management Marketing R & DProduction Sales

Owners, Shareholders, Business Partners, Directors

Strategy/Decisions /New Business/ Policy/P & L

Corporate Social Responsibility (CSR)

Company

PRAN has top management

PRAN has skilled marketing managers

PRAN has a separate finance section

PRAN has twenty thousand employees

Strong strategy and policy

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Company

They make their employee satisfied in the following ways:

Incentive based compensation in managerial post! Medical Support: Life Insurance: Provident Fund Transportation, Canteen & Day Care Facilities Recognition Employee Tours Work environment

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Suppliers

Their native farmer is their supplier. They care their suppliers in the following ways:  

By providing them good seeds, fertilizers, insecticides, etc. By providing financial supports, By providing proper information about what to produce more

and what to produce less, By collection their produces in right time and storing them, By collecting raw materials from them directly and saving

them from middle men, By creating a huge demand of our farmers’ produces both in

nationally and globally, By ensuring proper price for their produces.

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Marketing Intermediaries

PRAN’s trade partners are their great support. They care about their needs in the following ways:

By listening to product complaints By providing information about price of product, By giving information about address of dealer point, By giving financial help By giving proper solution for any unwanted

situation associated to their business

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Competitors

PRAN’s position in the market is strong than its competitors like Akij food, Haque and etc. The reason are given below:

By giving product in right price, right quality, at right time and trade benefit

By giving them special service like upcoming demand trends,

By giving them sample products By giving them promotional sales competition, By giving product replacement opportunity for any

damaged or expired product

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Publics

Most of the people of Bangladesh have potential interest in PRAN’s achievement. The probable reason are given below:

Helping Mosque, Temple & Churches. Working together with Red crescent. Collecting and donating blood. Working for the disabled. Working with ‘SAVE THE CHILDREN’. Helping the community in natural calamities and so

on.

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Customers Customers are the most important actors in

microenvironment. It’s their great honor to communicate with their

consumers. So, they humbly request their consumers to feel free to communicate with them regarding following issues:

  Complaint for our products Price information Benefits of products Comments for products And any other issues

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Customers

Objectives that they seek through their consumers’ care are:

  To create a culture of customer focus To receive complaints from our consumers on

product related matters To achieve customer satisfaction To create rapport and loyalty They provide the easiest way of communication as

we care valuable time of their consumers.

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ANY QUESTION

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