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Topic 3: Environmental Analysis
Topic 3: Environmental Analysis
Topic 3: Environmental Analysis
Topic 3: Environmental Analysis
Topic 3: Environmental Analysis
Topic 3: Environmental Analysis
Topic 3: Environmental Analysis
Topic 3: Environmental Analysis
Topic 3: Environmental Analysis
Topic 3: Environmental Analysis
Topic 3: Environmental Analysis
Topic 3: Environmental Analysis
Topic 3: Environmental Analysis
Topic 3: Environmental Analysis
Topic 3: Environmental Analysis
Topic 3: Environmental Analysis
Topic 3: Environmental Analysis
Topic 3: Environmental Analysis
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Topic 3: Environmental Analysis

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Another resource from uneOpen – the first open online site to offer credit towards a university degree. Enrol now at https://www.uneopen.com/

Another resource from uneOpen – the first open online site to offer credit towards a university degree. Enrol now at https://www.uneopen.com/

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Transcript

  • 1. Week 2Week 2Topic 1:Environmental Analysis
  • 2. MicroenvironmentVarious actorsClose to the companyAffect positively/negativelyCreating for customersMaintain relationships with customersTopic 2:Topic 2:Environmental AnalysisEnvironmental Analysis
  • 3. Six Actors:CompanySuppliersMarketing intermediariesCompetitorsPublicsCustomersTopic 2:Topic 2:Environmental AnalysisEnvironmental Analysis
  • 4. 1. Company Top management Functional groups Internal environment Decisions Strategies PlansTopic 2:Topic 2:Environmental AnalysisEnvironmental Analysis
  • 5. 2. SuppliersLink to customer value delivery systemProvide resourcesSupply availabilitySupply shortages – cost sales (short run)Supply shortages – reduce customer satisfaction (long run)Suppliers as partnersExample: Apple’s Supplier Management RelationshipTopic 2:Topic 2:Environmental AnalysisEnvironmental Analysis
  • 6. 3. Marketing IntermediariesResellers – wholesalers and retailers to buy and resellmerchandisePhysical distribution firms – stock and move goods from pointsof origin to destinationsMarketing services agencies – offers help to the company totarget and promote products to right marketsFinancial intermediaries – finance transactions/insuranceTopic 2:Topic 2:Environmental AnalysisEnvironmental Analysis
  • 7. 4. CompetitorsStrategic advantagePositioningCompetitors offeringsWinning strategiesTopic 2:Topic 2:Environmental AnalysisEnvironmental Analysis
  • 8. 5. PublicsFinancial PublicsMedia PublicsGovernment PublicsCitizen-action PublicsLocal PublicsGeneral PublicInternal PublicsTopic 2:Topic 2:Environmental AnalysisEnvironmental Analysis
  • 9. 6. CustomersImportant actorsTarget customersStrong relationshipsConsumer marketsBusiness marketsReseller marketsGovernment marketsInternational marketsTopic 2:Topic 2:Environmental AnalysisEnvironmental Analysis
  • 10. MacroenvironmentSix Forces:1.Demographic2.Economic3.Natural4.Technological5.Political and social6.CulturalTopic 2:Topic 2:Environmental AnalysisEnvironmental Analysis
  • 11. 1. Demographic EnvironmentChanging age structureBaby BoomersGen XGen YGenerational MarketingChanging familyGeographic shiftsEducated professional populationIncreasing diversityTopic 2:Topic 2:Environmental AnalysisEnvironmental Analysis
  • 12. 2. Economic EnvironmentIncome and spendingConsumer spending patternsTopic 2:Topic 2:Environmental AnalysisEnvironmental Analysis
  • 13. 3. Natural EnvironmentShortages of raw materialsIncreased pollutionIncreased government interventionEnvironmental sustainabilityTopic 2:Topic 2:Environmental AnalysisEnvironmental Analysis
  • 14. 4. Technological EnvironmentNew technologiesNew productsMarket opportunitiesResearch and developmentUnsafe productsTopic 2:Topic 2:Environmental AnalysisEnvironmental Analysis
  • 15. 5. Political and social environmentLegislation regulating business Increasing legislation Government agency enforcementEthics and socially responsible action Socially responsible behaviour Cause-related marketingTopic 2:Topic 2:Environmental AnalysisEnvironmental Analysis
  • 16. 6. Cultural EnvironmentCultural valuesSecondary cultural values Views of themselves Views of others Views of organisations Views of society Views of nature Views of the universeTopic 2:Topic 2:Environmental AnalysisEnvironmental Analysis
  • 17. Responding – Marketing EnvironmentCompanies that make things happenCompanies that watch things happenCompanies that wonder what’s happenedTopic 2:Topic 2:Environmental AnalysisEnvironmental Analysis
  • 18. Thank You!

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