Microenvironmental Forces Suppliers . Suppliers are the firms and persons that provide the resources needed by the company and competitors to produce goods and services. Company . Marketing plans must accommodate the needs of other functional areas of the firm to coordinate product/service delivery effectively (See following CTR and notes. Competitors . Competitors are usually considered those companies also serving a target market with similar products and services, although broader definitions may apply. Publics . Publics consist of any group that perceives itself having an interest in the actions of the firm. Publics can have positive as well as negative influences on the company's objectives. Intermediaries . Intermediaries include various middlemen and distribution firms as well as marketing service agencies and financial institutions. Customers . Customers consist of consumer, industrial, reseller, government, and international markets.
The Macroenvironment This CTR corresponds to Figure 3-4 on p. 75 and relates to the material on pp. 74-92. Teaching Tip: This CTR overviews the major forces in the company’s macroenvironment. You might use it as an introduction before exploring each area in detail. Each of the six major forces is covered in greater detail on subsequent CTRs. Macroenvironmental Forces Demographic. The demographic environment monitors population characteristics on such items as size, density, age, location. Economic. The economic environment includes income and spending pattern concerns. Natural . The natural environment addresses pollution concerns, energy costs, raw materials availability, and growing government roles in resource management. Technological. The technological environment includes such issues as the fast pace of change, emerging product forms, and high R&D. Political . The political environment addresses the role of government and policy in the regulation of business. Cultural . The cultural environment recognizes the influence of values and beliefs of a society on purchase decisions and consumption patterns.
Rasna Marketing Environment
Sabeeh Ahmad Sanjeev Kumar Taufeeque Ahmad Sachin Garg
<ul><li>Chairman & M.D. : Mr. Piruz Khambatta </li></ul><ul><li>Establishment Year : 1984 </li></ul><ul><li>Nature of Business : Manufacturer & Exporters </li></ul><ul><li>Level to Expand : International </li></ul>
<ul><li>Rasna is a brand owned by Poima Industries which introduced and nurtured the concept of soft drinks concentrate (SDC) in Indian market . </li></ul><ul><li>It was the first brand in the country that provided consumers real fruit like flavor & taste . </li></ul>
<ul><li>Rasna is proud to receive the Superior Taste Award 2008 instituted by The International Taste & Quality Institute, Belgium . </li></ul><ul><li>Rank no.1 in the beverage category as Most Trusted Brand of India by Economic Times </li></ul><ul><li>Cola Cola – introduced as a non aerated cola at Re.0.50 per glass for the first time in the world. </li></ul>
<ul><li>Rasna claims 97.2% market share in non carbonated soft drink concentrate powder (afaqs.com). </li></ul>
Company Demographic Economic Technological Political & legal Social & Cultural Customers Market Intermediaries Suppliers Competitors Public
Customers Suppliers Competitors Intermediaries The Microenvironment
<ul><li>Rishi Galav Herbs and Herbal Products (Gwalior) </li></ul><ul><li>SCAT material Lemon Grass ( Jodhpur) </li></ul><ul><li>Jagshar International (Gujrat) </li></ul>
<ul><li>Retail stockiest (2500) </li></ul><ul><li>7 Distributing Branches </li></ul><ul><li>35 Depots across India </li></ul>
<ul><li>Sunfill (Coca-cola), 2% </li></ul><ul><li>Tang(Kraft Food) ,0.5% </li></ul><ul><li>Sugar free D’lite (Zydus Cadila), 0.2% </li></ul><ul><li>Kissan Mr. fruit (HUL) ,0.1% </li></ul><ul><li>(afaqs.com) </li></ul>
<ul><li>Opportunity through Best International Practice Benchmarks </li></ul><ul><li>Consolidation of Suppliers and Vander Managed Inventory (VMI) to slash sourcing costs </li></ul><ul><li>Process and Technical improvements to lower Production & formulation coats </li></ul><ul><li>Investments in ERP applications and technology to improve chain efficiencies </li></ul>
<ul><li>Rasna's infallible bedrock of </li></ul><ul><li>Relationship with Children </li></ul><ul><li>Marketing and Brand Building </li></ul><ul><li> Strong Distribution </li></ul><ul><li> Expertise in Flavor Technology </li></ul><ul><li> Advanced Manufacturing Facility </li></ul>
<ul><li> Efficient Management of the Production and Market environments will be harnessed further to bring to the Global consumers, technologically superior products in fruits, vegetables, beverages, confectioneries... to be a world leader in the Processed Food Industry. A Present focus is towards bringing to the Global Consumers Ethnic recipes and Food Products from India </li></ul>