Post on 09-Dec-2014
description
Week 2Week 2
Topic 1: Environmental Analysis
MicroenvironmentVarious actors
Close to the company
Affect positively/negatively
Creating for customers
Maintain relationships with customers
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Six Actors:
CompanySuppliersMarketing intermediariesCompetitorsPublicsCustomers
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1. Company Top management
Functional groups
Internal environment
Decisions
Strategies
Plans
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2. SuppliersLink to customer value delivery systemProvide resourcesSupply availabilitySupply shortages – cost sales (short run)Supply shortages – reduce customer satisfaction (long run)Suppliers as partnersExample: Apple’s Supplier Management Relationship
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3. Marketing Intermediaries
Resellers – wholesalers and retailers to buy and resell merchandisePhysical distribution firms – stock and move goods from points of origin to destinationsMarketing services agencies – offers help to the company to target and promote products to right marketsFinancial intermediaries – finance transactions/insurance
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4. Competitors
Strategic advantage
Positioning
Competitors offerings
Winning strategies
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5. Publics
Financial PublicsMedia PublicsGovernment PublicsCitizen-action PublicsLocal PublicsGeneral PublicInternal Publics
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6. CustomersImportant actorsTarget customersStrong relationshipsConsumer marketsBusiness marketsReseller marketsGovernment marketsInternational markets
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MacroenvironmentSix Forces:
1.Demographic 2.Economic3.Natural4.Technological5.Political and social6.Cultural
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1. Demographic EnvironmentChanging age structure
Baby BoomersGen XGen Y
Generational MarketingChanging familyGeographic shiftsEducated professional populationIncreasing diversity
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2. Economic EnvironmentIncome and spending
Consumer spending patterns
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3. Natural Environment
Shortages of raw materials
Increased pollution
Increased government intervention
Environmental sustainability
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4. Technological Environment
New technologies
New products
Market opportunities
Research and development
Unsafe products
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5. Political and social environmentLegislation regulating business
Increasing legislation
Government agency enforcement
Ethics and socially responsible action Socially responsible behaviour
Cause-related marketing
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6. Cultural EnvironmentCultural valuesSecondary cultural values
Views of themselves Views of others Views of organisations Views of society Views of nature Views of the universe
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Responding – Marketing Environment
Companies that make things happen
Companies that watch things happen
Companies that wonder what’s happened
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Thank You!