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The Marketing Environment
and Market Opportunity
Analysis
9/23/2013 1Gaanyesh Kulkarni, Principal
Consultant @envertis
Three kinds of companies
9/23/2013 Gaanyesh Kulkarni, Principal Consultant
@envertis
2
•Those who make things happen
•Thos...
Marketing Analysis
Marketing
Environment
Micro
Macro
Time
9/23/2013 3Introduction to Marketing Environnent- Nikhil
Kshirsa...
Changing Environment
9/23/2013 4Introduction to Marketing Environnent- Nikhil
Kshirsagar
Gaanyesh Kulkarni, Principal Cons...
Micro Environment
9/23/2013 Gaanyesh Kulkarni, Principal Consultant
@envertis
5
Micro Environment refers to “Small forces ...
Actors Affecting Micro
Environment
9/23/2013 6
Company
(Marketing
Dept)
Employees
Customers
Suppliers
Competitors
Intermed...
Customers
Consumer market
(End user)
B2B (OEM)
(Maruti, Hyundai)
Reseller market
(MRF Pretreads)
Govt. market
(MSRTC, GSRT...
Actors Affecting Micro
Environment
9/23/2013 8
Suppliers
Pricing
Availability
Supplier
Relations
Timely
Reach
Gaanyesh Kul...
Actors Affecting Micro
Environment
9/23/2013 9
Intermediaries
C&F Agents Distributors Wholesalers
Freight
Carriers
Publics...
Businesses can not always control Micro Environment
factors; but they should endeavor them along with Macro and
Internal E...
Macro Environment
Demographic
Natural
Environment
Technological
Competition
Social-
CulturalPolitical &
Legal
Factors
Econ...
Demographic Environment
Population Growth
Population Age Mix
Ethnic Markets
Household Patterns
Educational Groups
Geograph...
Economic Factors
Economic Areas
of Concern to Marketers
Distribution of
Consumer
Income
Inflation Recession
9/23/2013 13Ga...
Political Environment
Includes:
- Laws
- Government Agencies
- and Pressure Groups
that Influence or Limit
Various Organiz...
Values
Attitudes
Lifestyle
Social
Factors
Macro Environment - Suhas Gorde9/23/2013 15
Social Factors
Gaanyesh Kulkarni, Pr...
Technological Environment
• Changes rapidly
• Creates new markets and
opportunities
• Challenge is to make
practical, affo...
Competitive Factors
9/23/2013 1717Gaanyesh Kulkarni, Principal Consultant @envertis
Natural Environment
Factors Affecting
the
Natural
Environment
Shortages of
Raw Materials
Increased Pollution
Governmental
...
Financial and Economic
Forces
Marketplace (top-down approach):
– Sector Analysis
– Trend Analysis
– Cluster Analysis
– Est...
Financial and
Economic Forces
• Revenue and Profitability
• Capital Availability (Internal / External)
• Inflation Rate
• ...
Political and Legal Forces:
– Market entry barriers (e.g. Oil & Gas and Defense
sectors)
– Political instability
– Regulat...
External Analysis
External
Forces
Market
Demand
Competition
Supply
9/23/2013 Gaanyesh Kulkarni, Principal Consultant
@enve...
Demand Analysis
• Market Size
• Market Growth
• Marketing Potential
• Market Segmentation
• Market Factor
Identify
Factor
...
Competitive Analysis
• Level of Competition
• Competitors Strengths and Weakness
• Competitive Structure
• Competitive Str...
Supply Analysis
• Supply Side Estimation
Ms = P+ (I - E) + (So – Sc)
• Bargaining Power of Suppliers
• Determinants of Sup...
Internal Analysis
• Attractive Opportunities
• Own Strength and Weaknesses
9/23/2013 Gaanyesh Kulkarni, Principal Consulta...
9/23/2013 Gaanyesh Kulkarni, Principal Consultant
@envertis
27
Pool Of Opportunity
Selecting the Best
C
B A
9/23/2013 Gaanyesh Kulkarni, Principal Consultant
@envertis
28
Available
Stre...
?Decision?
Utilizing Available Strength
Select Opportunity
9/23/2013 Gaanyesh Kulkarni, Principal Consultant
@envertis
29
C
Develop New Strength
Select Opportunity
9/23/2013 Gaanyesh Kulkarni, Principal Consultant
@envertis
30
A
Overcome Weakness
Select Opportunity
9/23/2013 Gaanyesh Kulkarni, Principal Consultant
@envertis
31
B
9/23/2013 Gaanyesh Kulkarni, Principal Consultant
@envertis
32
Opportunities
• Books and DVDs
• Computers
• Personal Care
...
9/23/2013 33Gaanyesh Kulkarni, Principal
Consultant @envertis
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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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