Copy of the marketing environment and competitor analysis

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Copy of the marketing environment and competitor analysis

  1. 1. Marketing Environment• Macro environment• Micro environment
  2. 2. MACROENVIRONMENT Economic Cultural Natural Forces COMPANY Political Demographic Technological
  3. 3. The Marketing Environment andCompetitor Analysis•SWOT analysis•PEST analysis•Five forces analysis
  4. 4. SWOT analysis• Strengths (internal)• Weaknesses (internal)• Opportunities (external)• Threats (external)
  5. 5. PEST analysis• Political factors• Economic factors• Socio-cultural factors• Technological factors
  6. 6. Political/legal• Monopolies legislation• Environmental protection laws• Taxation policy• Employment laws• Government policy• Legislation• Others?
  7. 7. Economic Factors• Inflation• Employment• Disposable income• Business cycles• Energy availability and cost• Others?
  8. 8. Sociocultural factors• Demographics• Distribution of income• Social mobility• Lifestyle changes• Consumerism• Levels of education• Others?
  9. 9. Technological• New discoveries and innovations• Speed of technology transfer• Rates of obsolescence• Internet• Information technology• Others?
  10. 10. Five Forces Analysis: Key Questions and Implications• What are the key forces at work in the competitive environment?• Are there underlying forces driving competitive forces?• Will competitive forces change?• What are the strengths and weaknesses of competitors in relation to the competitive forces?• Can competitive strategy influence competitive forces (eg by building barriers to entry or reducing competitive rivalry)?
  11. 11. Microenvironment• Refers to the environment mostly closely linked to the organization• Comprises organizations and individuals who directly affects the activities of the organization• The actors in the immediate environment that affects the firm’s capability to operate in its chosen market
  12. 12. The Company’s Microenvironment• The organization’s internal environment• Suppliers• Marketing Intermediaries• Customers• Publics

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