Marketing Environment - External Environment - ppt

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External environment - Micro and Macro environment factors that affect the company's ability to serve its customers.

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Marketing Environment - External Environment - ppt

  1. 1. The Marketing Environment and Market Opportunity Analysis 9/23/2013 1Gaanyesh Kulkarni, Principal Consultant @envertis
  2. 2. Three kinds of companies 9/23/2013 Gaanyesh Kulkarni, Principal Consultant @envertis 2 •Those who make things happen •Those who watch things happen •Those who wonder what’s happened
  3. 3. Marketing Analysis Marketing Environment Micro Macro Time 9/23/2013 3Introduction to Marketing Environnent- Nikhil Kshirsagar Gaanyesh Kulkarni, Principal Consultant @envertis
  4. 4. Changing Environment 9/23/2013 4Introduction to Marketing Environnent- Nikhil Kshirsagar Gaanyesh Kulkarni, Principal Consultant @envertis
  5. 5. Micro Environment 9/23/2013 Gaanyesh Kulkarni, Principal Consultant @envertis 5 Micro Environment refers to “Small forces within the company that affect its ability to serve its customers”
  6. 6. Actors Affecting Micro Environment 9/23/2013 6 Company (Marketing Dept) Employees Customers Suppliers Competitors Intermediaries Publics Gaanyesh Kulkarni, Principal Consultant @envertis
  7. 7. Customers Consumer market (End user) B2B (OEM) (Maruti, Hyundai) Reseller market (MRF Pretreads) Govt. market (MSRTC, GSRTC, K SRTC) International market (South Asia, GCC, Africa) Actors Affecting Micro Environment 9/23/2013 7 R&D Purchase Accounts Finance Operation s HRD Company Gaanyesh Kulkarni, Principal Consultant @envertis
  8. 8. Actors Affecting Micro Environment 9/23/2013 8 Suppliers Pricing Availability Supplier Relations Timely Reach Gaanyesh Kulkarni, Principal Consultant @envertis
  9. 9. Actors Affecting Micro Environment 9/23/2013 9 Intermediaries C&F Agents Distributors Wholesalers Freight Carriers Publics Financial Publics (Banks, Fis) Media Publics (Print & Elect. Media, Advtg . Agcy) Regulation Agencies (ATMA) Citizen’s Action Groups (e.g. - PETA, Green peace India) General Publics (Shareholders, Consumers) Internal Publics (Employees) Gaanyesh Kulkarni, Principal Consultant @envertis
  10. 10. Businesses can not always control Micro Environment factors; but they should endeavor them along with Macro and Internal Environment factors… 9/23/2013 10Gaanyesh Kulkarni, Principal Consultant @envertis
  11. 11. Macro Environment Demographic Natural Environment Technological Competition Social- CulturalPolitical & Legal Factors Economic Company 9/23/2013 11Gaanyesh Kulkarni, Principal Consultant @envertis
  12. 12. Demographic Environment Population Growth Population Age Mix Ethnic Markets Household Patterns Educational Groups Geographical Shifts in Population Shift from Mass Market to Micro markets 9/23/2013 12Gaanyesh Kulkarni, Principal Consultant @envertis
  13. 13. Economic Factors Economic Areas of Concern to Marketers Distribution of Consumer Income Inflation Recession 9/23/2013 13Gaanyesh Kulkarni, Principal Consultant @envertis
  14. 14. Political Environment Includes: - Laws - Government Agencies - and Pressure Groups that Influence or Limit Various Organizations and Individuals In a Given Society. Increasing Legislation Changing Government Agency Enforcement Increased Emphasis on Ethics & Socially Responsible Actions 9/23/2013 14Gaanyesh Kulkarni, Principal Consultant @envertis
  15. 15. Values Attitudes Lifestyle Social Factors Macro Environment - Suhas Gorde9/23/2013 15 Social Factors Gaanyesh Kulkarni, Principal Consultant @envertis
  16. 16. Technological Environment • Changes rapidly • Creates new markets and opportunities • Challenge is to make practical, affordable products • Safety regulations result in higher research costs and longer time between conceptualization and introduction of product 9/23/2013 16Gaanyesh Kulkarni, Principal Consultant @envertis
  17. 17. Competitive Factors 9/23/2013 1717Gaanyesh Kulkarni, Principal Consultant @envertis
  18. 18. Natural Environment Factors Affecting the Natural Environment Shortages of Raw Materials Increased Pollution Governmental Intervention Environmentally Sustainable Strategies 9/23/2013 1818Gaanyesh Kulkarni, Principal Consultant @envertis
  19. 19. Financial and Economic Forces Marketplace (top-down approach): – Sector Analysis – Trend Analysis – Cluster Analysis – Estimates demand for specific products 9/23/2013 Gaanyesh Kulkarni, Principal Consultant @envertis 19
  20. 20. Financial and Economic Forces • Revenue and Profitability • Capital Availability (Internal / External) • Inflation Rate • Interest Rate • Exchange Rate 9/23/2013 20Gaanyesh Kulkarni, Principal Consultant @envertis
  21. 21. Political and Legal Forces: – Market entry barriers (e.g. Oil & Gas and Defense sectors) – Political instability – Regulations (e.g. FDI in retail and aviation sectors) – Taxes (e.g. Vodafone) – Price controls (e.g. Sugar sector) 9/23/2013 21 Financial and Economic Forces Gaanyesh Kulkarni, Principal Consultant @envertis
  22. 22. External Analysis External Forces Market Demand Competition Supply 9/23/2013 Gaanyesh Kulkarni, Principal Consultant @envertis 22
  23. 23. Demand Analysis • Market Size • Market Growth • Marketing Potential • Market Segmentation • Market Factor Identify Factor Determine Relationship Forecast of Market Factor 9/23/2013 23Gaanyesh Kulkarni, Principal Consultant @envertis
  24. 24. Competitive Analysis • Level of Competition • Competitors Strengths and Weakness • Competitive Structure • Competitive Strategy and Resources Product Form Product Category Generic or need Rivalry or Budget Based 9/23/2013 24Gaanyesh Kulkarni, Principal Consultant @envertis
  25. 25. Supply Analysis • Supply Side Estimation Ms = P+ (I - E) + (So – Sc) • Bargaining Power of Suppliers • Determinants of Supply 9/23/2013 25Gaanyesh Kulkarni, Principal Consultant @envertis
  26. 26. Internal Analysis • Attractive Opportunities • Own Strength and Weaknesses 9/23/2013 Gaanyesh Kulkarni, Principal Consultant @envertis 26
  27. 27. 9/23/2013 Gaanyesh Kulkarni, Principal Consultant @envertis 27
  28. 28. Pool Of Opportunity Selecting the Best C B A 9/23/2013 Gaanyesh Kulkarni, Principal Consultant @envertis 28 Available Strength New StrengthOvercome Weakness
  29. 29. ?Decision? Utilizing Available Strength Select Opportunity 9/23/2013 Gaanyesh Kulkarni, Principal Consultant @envertis 29 C
  30. 30. Develop New Strength Select Opportunity 9/23/2013 Gaanyesh Kulkarni, Principal Consultant @envertis 30 A
  31. 31. Overcome Weakness Select Opportunity 9/23/2013 Gaanyesh Kulkarni, Principal Consultant @envertis 31 B
  32. 32. 9/23/2013 Gaanyesh Kulkarni, Principal Consultant @envertis 32 Opportunities • Books and DVDs • Computers • Personal Care • Mobile, Television and appliances • Watches, Belts, Luggage Bags • AC, Clothing and Many More Strength • Heavy Discounts • Distribution Network • Cash On Delivery • Real time tracking order
  33. 33. 9/23/2013 33Gaanyesh Kulkarni, Principal Consultant @envertis

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