marketing micro environment presentaition
Post on 19-Oct-2014
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Marketing Micro Environment
Environment
• Environment literally means the surroundings , external objects, influences or circumstances under which someone or something exists. The environment of an organization is the aggregate of all conditions, events and influences that surrounds and affects it. Since the environment influences an organization in many ways, its understanding is of crucial importance.
Marketing Environment
• The market environment is a marketing term and refers to factors and forces that affect a firm’s ability to build and maintain successful relationships with customers
Marketing Environment
• Successful Companies take outside- Inside view of the business
• Recognition of new Opportunities & Threats presented by the environment
• Need is to continuously monitor & adapt to the environment
• All successful companies recognize & respond profitably to unmet needs & Trends
Suppliers
CustomersCompetitors
Intermediaries
COMPANY
DEMOGRAPHIC
ECONOMIC
TECHNOLOGICAL
SOCIO-
CULTUR
AL
PHYSICALPOLITICAL
Components of Marketing Environment
Internal Environment
Micro Environment
Macro Environment
Micro Environment
• The micro-environment affects the organization directly. It refers to the environment that most closely linked to the firm
• This environment is also not under the full control of business.
• The business can influence this environment.
ORGANISATION’S INTERNAL MANAGEMENT
MARKETING
PURCHASE
FINANCE
RESEARCHAND
DEVELOPMENT
FACTORY
Micro Environment
Components
Customer
Supplier
Competitor
Marketing Intermediar
ies
Public
Customer
• Customers are the actual buyer of our goods and services.
• The company must study its customer markets closely since each market has its own special characteristics.
Customers: The customers of a company may be of five types:
1.Ultimate customers
2. Industrial customers
3.Resellers
4.Government and other non- profit customers
5. International customers
Customer Market
• individuals and households that buy goods and services for personal consumption
Consumer Market
• buy goods and services for further processing or for use in their production process
Business Market
• buy goods and services in order to resell them at a profitReseller Market
• agencies that buy goods and services in order to produce public services or transfer them to those that need them
Government Market
• buyers of all types in foreign countriesInternational Market
Suppliers
• Suppliers are firms and individuals that provide the resources needed by the company.
• They are an important link in the company’s overall customer “value delivery system.”
Suppliers
Timely Price Quali
ty
Right Produ
ct
Point of Consideration
Availability
Price of key inputs
Competitors
• Conducting competitor analysis is critical for success of the firm
• A marketer must monitor its competitors’ offerings to create strategic advantage
Competitors
• Must understand competitor’s strengths
• Must differentiate firm’s products and offerings from those of competitors
• Competitive strategies should emphasize firm’s distinctive competitive advantage in marketplace
Continuum of Competition
• # of sellers
• Product
• Barriers
• Mkt power
• many sellers
• Homogeneous
• No barriers
• None
• Large
• Differentiated
• No barriers
• Little
• Few
• Similar
• High
• Lots
• One
• Unique
• Huge
• Infinite
BASIS OFCOMPARISON
PURECOMPETITION
MONOPOLISTICCOMPETITION OLIGOPOLY MONOPOLY
Number of sellersMany One
Marketing Intermediaries
• Marketing intermediaries are firms that help the company to promote, sell, and distribute its goods to final buyers.
Marketing Intermedia
ries
Reseller
Physical distribution
firms
Marketing service
agencies
Financial intermediar
ies
Marketing Intermediaries
Reseller• They are those who hold and sell
company’s product.• Wholesaler and retailer.
Physical Distribution Firm• They help the company to stock and
move goods from their points of origin to their destinations.
• Transportation and warehousing.
Contd…
Marketing Service Agencies• They help the company target and
promote its products.• Advertising agencies. Media agency,
marketing research firms, etc.
Financial Intermediaries• They help finance transactions and
insure against risks.• Banks, credit companies, insurance
company, etc..
Public
• A public is any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives.
• A company should prepare a marketing plan for all of their major publics.
Public Group
Public
Group
Financial
Government
Media
LocalGeneral
Citizen
Internal
Responding to the marketing environment
• Those who make things happen: Take aggressive actions to affect the publics and
forces in their marketing environment
Develop strategies to change the environment
• Those who watch things happen: Passively accept the marketing environment.
Do not try to change it.
• Those who wonder what’s happened: Confused to do an actions and failed to identify
the problem because of the environment changes
MACRO ENVIRONMENT
Macro environment refers to those factors which are external forces in the company’s activities and do not concern the immediate environment. These are uncontrollable factors which indirectly affect the concern’s ability to operate in the market effectively.
MACRO
DEMOGRAPHIC
POLITICAL
SOCIAL
TECHNOLOGICAL
Demographic factors: Demography is the study of population in terms of size, density, location, age, gender, occupation etc. These factors have a huge impact on the marketing decisions of the company.
For example, a growth in population means increasing human needs which results in the expansion of product markets, if there is sufficient purchasing power.
Economic factors: It consists of factors related to the means of production and distribution of wealth that have an impact on the functioning of an organization. It affects the spending power of people. Further economic development and growth affects the product choice of the customers. For example- per capita income, Balance of payment position, Gross national product, inflation, deflation etc.
Physical factors: Components of physical forces are the earth’s natural renewable and non renewable resources. Natural renewable resources are forests, food products from agriculture or sea. Non renewable resources are finite such as oil, coal, minerals etc. both these components often change the level and type of resources available to a marketer for his production.
Political and legal factors: These factors include the policies related to public sector, small scale industries, sick industries, import and export, licensing, development of backward areas etc. the vast governmental network of laws and regulations have varied impact on marketing activities.
Soci0- Cultural factors: It comprises of society and culture. A society is a set of relations among people including their social status and roles. Culture consists of attitudes, customs, beliefs and values of a society.
SOCIO- CULTUR
AL
CULTURE
SOCIETY
References
• Marketing Mix by Gayatri27
• The marketing environment macro environment or external macro environment.by izzahnoaedia
• Marketing micro environmentthis presentation will help you to know about various micro environmental factors which influences the activity of marketing.by 17somya