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Micro and macro environment

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Project on Micro and Macro Environment in Business

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Micro and macro environment

  1. 1. K.J. Somaiya College of Science and Commerce (Autonomous) Reaccredited by NAAC with Grade”A” Project on MARKETING ENVIRONMENT Bachelor of Management Studies Semester III 2014-2015 By Aftab Manihar Seat number :15-8525 Project guide : PROF CETAN JIWANI
  2. 2. MARKETING ENVIRONMENT • PRESENTED BY: • AFTAB MANIHAR • SYBMS (MARKETING)
  3. 3. “It is useless to tell a river to stop running; the best thing is to learn how to swim in the direction it is flowing.”
  4. 4. (1)Marketing Environment Includes: • Microenvironment: actors close to the company that affect its ability to serve its customers. • Macro environment: larger societal forces that affect the microenvironment. Considered to be beyond the control of the organization.
  5. 5. (2)Components of Marketing Environment MICRO ENVIRONMENT MACRO ENVIRONMENT
  6. 6. (A)Micro Environment • The micro-environment affects the organization directly. It refers to the environment that most closely linked to the firm • This environment is not also under the full control of business. • The business is influence by this environment.
  7. 7. Microenvironment Components Customer Supplier Intermediaries Competitor Public Company
  8. 8. (a)The company • Company organization consists of Board of Directors and functional managers. • Marketing plans are drawn up as per the philosophy of Top management. • Marketing decisions like new products, expansion, etc depend on the support of top management. It depends upon finance, managerial skills, organization’s strengths and weaknesses.
  9. 9. (b)Suppliers • Provide resources needed to produce goods and services. • Important link in the “value delivery system.” • Most marketers treat suppliers like partners. • Marketers must watch supply availability and pricing
  10. 10. (c)Intermediaries
  11. 11. (d)Customer • Purchase requirements vary from customer to customer • influenced by cultural, social and psychological factors • They are large in number
  12. 12. (e)Competitors • To be successful, a company must satisfy needs and wants of consumers better than competitors • A company should monitor three variables when analyzing each of its competitors 1. Share of Market 2. Share of Mind 3. Share of Heart
  13. 13. • One Must understand competitor’s strengths Must differentiate firm’s products and offerings from those of competitors.
  14. 14. (f)Publics • A group that has an actual or potential interest in or impact on an organization • Seven publics include: 1. Financial 2. Media 3. Government 4. Citizen-action 5. Local 6. General 7. Internal
  15. 15. (B)Macro Environment • The major external and uncontrollable factors that influence an organization's decision making, and affect its performance and strategies. These factors include the economic factors, demographics, legal, political, and social conditions, technological changes, and natural forces. • Specific examples of macro environment influences include competitors, changes in interest rates, changes in cultural tastes, disastrous weather, or government regulations.
  16. 16. MacroEnvironment company Demographic forces Economic forces Technological forces Political forces Cultural forces Natural forces
  17. 17. (a)Demographic Environment • Demography is the study of human populations • Demographic Environment is a major interest to marketers
  18. 18. (b)Economic Environment • The economic environment consist of factors affecting consumers purchasing power and spending patterns both across and within their world markets.
  19. 19. (c)Natural Environment • The natural environment involves the natural resources that are needed as inputs by marketers or that are affected by marketing activities. • Topographical factors may affect the demand pattern. • Ecological factors have recently assumed great importance
  20. 20. (d)Technological Environment • The technological environment is perhaps the most dramatic force now shaping our destiny. • Forces that create new technologies, create new product and market opportunities. • Technological Innovation. • Role of research and development.
  21. 21. (e)Political Environment • The political environment consist of laws, government agencies, and pressure groups that influence and limit various organizations and individuals in the given society. • Has close relationship with the economic system and economic policy.
  22. 22. (f)Cultural Environment • Cultural Environment of a nation determines the value system of the society which in turn affects the functioning of the Business. • Sociological factors • Include factors
  23. 23. (3)Environmental Scanning • Environmental Scanning is the monitoring , evaluating and disseminating of information from the External and Internal environments to key people within the corporation. • Corporation uses this tool to avoid strategic surprise.
  24. 24. (4)Technique for Environmental Scanning • Involves two phases: Information gathering and Evaluating. • Verbal and Written Information • Search and Scanning • Spying • Forecasting
  25. 25. THANK YOU

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