Download - 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:[email protected]
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+
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