marketing environment and competitor analysis 4

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marketing environment and competitor analysis 4

  1. 1. The Marketing Environment and Competitor Analysis <ul><li>SWOT analysis </li></ul><ul><li>PEST analysis </li></ul><ul><li>Five forces analysis </li></ul>
  2. 2. SWOT analysis <ul><li>Strengths (internal) </li></ul><ul><li>Weaknesses (internal) </li></ul><ul><li>Opportunities (external) </li></ul><ul><li>Threats (external) </li></ul>
  3. 4. PEST analysis <ul><li>Political factors </li></ul><ul><li>Economic factors </li></ul><ul><li>Socio-cultural factors </li></ul><ul><li>Technological factors </li></ul>
  4. 5. Political/legal <ul><li>Monopolies legislation </li></ul><ul><li>Environmental protection laws </li></ul><ul><li>Taxation policy </li></ul><ul><li>Employment laws </li></ul><ul><li>Government policy </li></ul><ul><li>Legislation </li></ul><ul><li>Others? </li></ul>
  5. 6. Economic Factors <ul><li>Inflation </li></ul><ul><li>Employment </li></ul><ul><li>Disposable income </li></ul><ul><li>Business cycles </li></ul><ul><li>Energy availability and cost </li></ul><ul><li>Others? </li></ul>
  6. 7. Sociocultural factors <ul><li>Demographics </li></ul><ul><li>Distribution of income </li></ul><ul><li>Social mobility </li></ul><ul><li>Lifestyle changes </li></ul><ul><li>Consumerism </li></ul><ul><li>Levels of education </li></ul><ul><li>Others? </li></ul>
  7. 8. Technological <ul><li>New discoveries and innovations </li></ul><ul><li>Speed of technology transfer </li></ul><ul><li>Rates of obsolescence </li></ul><ul><li>Internet </li></ul><ul><li>Information technology </li></ul><ul><li>Others? </li></ul>
  8. 9. Source: Adapted from M. E. Porter, Competitive Strategy, Free Press, 1980, p. 4. Threat of substitutes Potential entrants Threat of entrants Suppliers Bargaining power Substitutes Buyers Bargaining power COMPETITIVE RIVALRY Five forces analysis
  9. 10. Five Forces Analysis: Key Questions and Implications <ul><li>What are the key forces at work in the competitive environment? </li></ul><ul><li>Are there underlying forces driving competitive forces? </li></ul><ul><li>Will competitive forces change? </li></ul><ul><li>What are the strengths and weaknesses of competitors in relation to the competitive forces? </li></ul><ul><li>Can competitive strategy influence competitive forces (eg by building barriers to entry or reducing competitive rivalry)? </li></ul>

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