ini semua slide marketing strategik kelas sabtu ukm semester 1 2010/2011

1. ANALYZING THEANALYZING THE
MACROENVIRONMENTMACROENVIRONMENT

2. Environmental Forces
Demographic
EconomicPolitical-Legal
Socio-CulturalTechnological
Natural

3. DEMOGRAPHIC ENVIRONMENT
The main demographic force
– Population….
Why?????

4. DEMOGRAPHIC ENVIRONMENT
The main demographic force
– Population….
because people make up markets
Refer: www.geohive.com
Population Size:
World :
Malaysia :

5. DEMOGRAPHIC ENVIRONMENT
The main demographic force
– Population….
because people make up markets
Refer: www.geohive.com
Population Size:
World : 6.49 billions (2005)
Malaysia : 25.35 millions (2005)
World’s Top 5:
?
?
?
?
?

6. DEMOGRAPHIC ENVIRONMENT
The main demographic force
– Population….
because people make up markets
Refer: www.geohive.com
Population Size:
World : 6.49 billions (2005)
Malaysia : 25.35 millions (2005)
World’s Top 5:
1. ?
2. ?
3. ?
4. ?
5. Brazil

7. DEMOGRAPHIC ENVIRONMENT
The main demographic force
– Population….
because people make up markets
Refer: www.geohive.com
Population Size:
World : 6.49 billions (2005)
Malaysia : 25.35 millions (2005)
World’s Top 5:
1. ?
2. ?
3. ?
4. Indonesia
5. Brazil

8. DEMOGRAPHIC ENVIRONMENT
The main demographic force
– Population….
because people make up markets
Refer: www.geohive.com
Population Size:
World : 6.49 billions (2005)
Malaysia : 25.35 millions (2005)
World’s Top 5:
1. ?l
2. ?
3. USA
4. Indonesia
5. Brazil

9. DEMOGRAPHIC ENVIRONMENT
The main demographic force
– Population….
because people make up markets
Refer: www.geohive.com
Population Size:
World : 6.49 billions (2005)
Malaysia : 25.35 millions (2005)
World’s Top 5:
1. ?
2. India – 1.1 bil
3. USA
4. Indonesia
5. Brazil

10. DEMOGRAPHIC ENVIRONMENT
The main demographic force
– Population….
because people make up markets
Refer: www.geohive.com
Population Size:
World : 6.49 billions (2005)
Malaysia : 25.35 millions (2005)
World’s Top 5:
1. China – 1.3 bil
2. India – 1.1 bil
3. USA
4. Indonesia
5. Brazil

11. DEMOGRAPHICS
GENDER:
MALAYSIA (2004)
Male :
Female :

12. DEMOGRAPHICS
GENDER:
MALAYSIA (2005)
Male : 52.8 %
Female : 47.2 %

13. DEMOGRAPHICS
GENDER:
MALAYSIA (2005)
Male : 52.8 %
Female : 47.2 %
“ ??? “
Straight urban men who enjoy such things as shopping
and using grooming products and services

14. DEMOGRAPHICS
GENDER:
MALAYSIA (2005)
Male : 52.8 %
Female : 47.2 %
Metrosexual
Straight urban men who enjoy such things as shopping
and using grooming products and services

15. BABY BOOMERS
- Born after the WW2 (1946) – 1964
- 42 - 60 yrs old (2006)

16. BABY BOOMERS
- Born after the WW2 (1946) – 1964
- 42 - 60 yrs old (2006)
- Created sexual revolution
- 1/3 of the population
- The boomers have evolved from the
“youthquake generation” to “backache
genaration”
- Slowing up, settling down and raising
children.
- Reaching their peak earning and spending
years.
- Consumption Patterns:
- * ?
- * ?
- * ?
- * ?
- * ?

17. BABY BOOMERS
- Born after the WW2 (1946) – 1964
- 42 - 60 yrs old (2006)
- Created sexual revolution
- 1/3 of the population
- The boomers have evolved from the
“youthquake generation” to “backache
genaration”
- Slowing up, settling down and raising
children.
- Reaching their peak earning and spending
years.
- Consumption Patterns:
- * ?
- * ?
- * ?
- * ?
- * ?

18. BABY BOOMERS
- Born after the WW2 (1946) – 1964
- 42 - 60 yrs old (2006)
- Created sexual revolution
- 1/3 of the population
- The boomers have evolved from the
“youthquake generation” to “backache
genaration”
- Slowing up, settling down and raising
children.
- Reaching their peak earning and spending
years.
- Consumption Patterns:
- * lots of bungalow coming up
- * MPVs
- * travel
- * health foods & equipments
- * investments & financial products

19. GENERATION Xers
- 1965 – 1976
- 30 – 41 year (2006)
- They lie in the shadow of the boomers and
lack obvious distinguishing characteristics.
- Lived in the age of AIDS

20. GENERATION Xers
- 1965 – 1976
- 30 – 41 year (2006)
- They lie in the shadow of the boomers and
lack obvious distinguishing characteristics.
- Lived in the age of AIDS
- Having grown up during times of recession &
corporate downsizing, they have developed a
more cautious economic outlook – savvy
shoppers and value conscious, prefer a more
functional look.
- They care about environment – respond
favorably to socially responsible companies.
- Want better quality of life, more interested in
job satisfaction
- Consumption patterns:
* ?
* ?
* ?

21. GENERATION Xers
- 1965 – 1976
- 30 – 41 year (2006)
- They lie in the shadow of the boomers and
lack obvious distinguishing characteristics.
- Lived in the age of AIDS
- Having grown up during times of recession &
corporate downsizing, they have developed a
more cautious economic outlook – savvy
shoppers and value conscious, prefer a more
functional look.
- They care about environment – respond
favorably to socially responsible companies.
- Want better quality of life, more interested in
job satisfaction
- Consumption patterns:
* Condos
* Solid compact/small car – Kancil/Jazz
* Foreign movie (Baby Boomers: local movie)

22. BABY BOOMLET
- Born 1977 – 1994
- 12 – 29 years (2006)
- Big teenage market (almost equal to
boomers)

23. BABY BOOMLET
- Born 1977 – 1994
- 12 – 29 years (2006)
- Big teenage market (almost equal to
boomers)
- Still forming its buying preferences/
behaviors
- Lived in the era of IT
- Consumption patterns:
* ?
* ?
* ?
* ?

24. BABY BOOMLET
- Born 1977 – 1994
- 12 – 29 years (2006)
- Big teenage market (almost equal to
boomers)
- Still forming its buying preferences/
behaviors
- Lived in the era of IT
- Consumption patterns:
* lots of private colleges
* lots of small cars–etos, savvy, myvi
* kids/teenage specialty store
- Toy R Us , Maggi T
* Animation movies

25. ECONOMICS ENVIRONMENTS
Market require purchasing power.
The available purchasing power
depends on:
?
?
?
?
?

26. ECONOMICS ENVIRONMENTS
Market require purchasing power.
The available purchasing power
depends on:
current income,
prices,
savings,
debt,
credit availability
Should increase credit availability

27. SOCIAL-CULTURAL ENVIRONMENT
Society shapes the beliefs, values and norms that
largely define tastes and preferences
People absorb, almost unconsciously, a worldview
that defines their relationships to themselves, to
others, to organizations, to society, to nature, and
to the universe.
The people living in a particular society hold many
core beliefs and values that tend to persist.
- Core values are passed on from parents to
children
and reinforced by major social institutions
Ex; achievement, marriage
Secondary beliefs/values are more open to change
Ex; believing in the institution of marriage is a core
belief; believing that people ought to get married
early is a secondary belief.

28. Natural Environment
Shortage of
raw materials
Increased
energy costs
Anti-pollution
pressures
3 MAIN TRENDS:
Oil, forests, coal, platinum etc.
Oil prices shot up to over $55
-Alternative forms of energy:
solar, nuclear, wind etc.
-Practical combination vehicle such
as Toyota Prius (Car of the Year 2004)
A large market has been created for
Pollution-control solutions

29. TECHNOLOGICAL ENVIRONMENT
One of the most dramatic forces
shaping people’s live
Every new technology is a force
for “creative destruction.
Ex,
???

30. TECHNOLOGICAL ENVIRONMENT
One of the most dramatic forces
shaping people’s live
Every new technology is a force
for “creative destruction.
Ex,
PCs hurt typewriters, CDs hurt
carthridge, LCDs hurt OHP
Technological innovation creates
new market opportunities

31. POLITICAL-LEGAL ENVIRONMENT
Composed of laws, government agencies,
and
pressure groups that influence and limit
various organizations and individuals.
Negative Implication: Limit marketing efforts
- ?
- ?
Positive Implication: Reduce competitions
- ?

32. POLITICAL-LEGAL ENVIRONMENT
Composed of laws, government agencies,
and
pressure groups that influence and limit
various organizations and individuals.
Negative Implication: Limit marketing efforts
- halal/haram logos
- no cigarettes adv
Positive Implication: Reduce competitions
- no direct comparison with competitor’s
brand