Module 2 mkt_env.

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Module 2 mkt_env.

  1. 1. Marketing Environment
  2. 2. PURPOSE OF MARKETING ENVIRONMENT ANALYSIS <ul><li>To know the relevant events & trends in the environment. </li></ul><ul><li>Discover the opportunities & threats. </li></ul><ul><li>Environmental projection. </li></ul><ul><li>Assess scope of opportunities. </li></ul><ul><li>Right fit between the environment & business unit. </li></ul><ul><li>Formulate the right marketing strategy. </li></ul>
  3. 3. Political factors <ul><li>Taxation Policy </li></ul><ul><li>Trade regulations </li></ul><ul><li>Governmental stability </li></ul><ul><li>Unemployment Policy etc. </li></ul>
  4. 4. Economic factors Income Distribution Subsistence economies-few opp. For marketer Raw-material-exporting economies Industrializing economies-India Industrial economies-rich markets for all sorts of goods Savings, Debt, & Credit Availability Outsourcing and free trade
  5. 5. Economic factors <ul><li>GENERAL ECONOMIC ENV. </li></ul><ul><li>Economic conditions of different segments of population-disposable income, purchasing power etc. </li></ul><ul><li>Rate of growth of industry </li></ul><ul><li>Income, price </li></ul><ul><li>Taxes </li></ul><ul><li>Foreign exchange reserves </li></ul><ul><li>Exchange rates </li></ul><ul><li>Inflation rate </li></ul><ul><li>Growth in spending power </li></ul><ul><li>Rate of people in a pensionable age etc . </li></ul>
  6. 6. Social/Cultural factors Of Organizations Of Nature Of Oneself Of Society Of the Universe Of Others Views That Express Values
  7. 7. Social/Cultural factors <ul><li>SOCIO – CULTURAL ENVIRONMENT </li></ul><ul><li>Core Cultural Values-religion, language, education, & upbringing </li></ul><ul><li>Secondary Cultural Values-consumption habits, lifestyles, buying behaviour </li></ul><ul><li>Social Class-income, occupation, location of residence. </li></ul>
  8. 8. Social/Cultural factors High Persistence of Core Cultural Values Existence of Subcultures Shifts of Secondary Cultural Values Through Time
  9. 9. Technological factors Accelerating Pace of Change Unlimited Opportunities for Innovation Increased Regulation Varying R & D Budgets
  10. 10. Legal factors Corporate affairs Consumer protection Sectoral protection Corporate protection Control on trade practices
  11. 11. Demographic factors Worldwide Population Growth Population Age Mix Ethnic Markets Household Patterns Educational Groups Geographical Shifts in Population
  12. 12. Natural factors Higher Pollution Levels Increased Costs of Energy Shortage of Raw Materials Changing Role of Government
  13. 13. Micro Environmental Factors <ul><li>MARKET /DEMAND </li></ul><ul><ul><li>Nature of demand </li></ul></ul><ul><ul><li>Size of the demand, present & potential </li></ul></ul><ul><ul><li>Changes taking place in demand </li></ul></ul><ul><ul><li>Invasion of substitute products </li></ul></ul><ul><ul><li>Changes taking place in consumption patterns or buying habits. </li></ul></ul>
  14. 14. Micro Environmental Factors <ul><li>THE CONSUMER </li></ul><ul><ul><li>Product perception </li></ul></ul><ul><ul><li>What constitutes customer value? </li></ul></ul><ul><ul><li>Preferences / Priorities / Rankings of product benefits </li></ul></ul><ul><ul><li>Purchasing power </li></ul></ul><ul><ul><li>Buying behaviour/Buying motives/Buying habits </li></ul></ul><ul><ul><li>Personality traits/ attitudes </li></ul></ul><ul><ul><li>Lifestyles & needs </li></ul></ul><ul><ul><li>Brand loyalty </li></ul></ul><ul><ul><li>Brand switching </li></ul></ul>
  15. 15. Micro Environmental Factors <ul><li>INDUSTRY & COMPETITION </li></ul><ul><ul><li>Competitive advantage building depends on a proper grasp of the position of the industry & competition. </li></ul></ul>
  16. 16. Micro Environmental Factors <ul><li>GOVERNMENT POLICIES </li></ul><ul><ul><li>Government as purchaser. </li></ul></ul><ul><ul><li>Government subsidies. </li></ul></ul><ul><ul><li>Protection of domestic industries. </li></ul></ul><ul><ul><li>Restricted entry into certain sectors. </li></ul></ul><ul><ul><li>Government as competitor. </li></ul></ul>
  17. 17. Micro Environmental Factors <ul><li>SUPPLIER RELATED FACTORS </li></ul><ul><ul><li>Suppliers have bargaining power- influence cost of raw materials. </li></ul></ul><ul><ul><li>Integrate vs Outsource. </li></ul></ul>
  18. 18. CONTINOUS ENVIRONMENT ANALYSIS <ul><li>Environmental Components – are in a constant flux. </li></ul><ul><li>Firm- has to analyze the environment on a continuous basis. </li></ul><ul><li>Fresh Facts from Environment Analysis- influence implementation & monitoring of strategy. </li></ul>
  19. 19. Porter’s 5 forces model
  20. 20. PESTLE ANALYSIS
  21. 21. SWOT analysis Strengths Opportunities Weakness Threats Factors Internal to Organization Factors External to Organization
  22. 22. <ul><li>THANK YOU </li></ul>

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