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2. Presented By :-
Vijay
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3. Marketing activities are influenced by several factors
inside and outside a business firm . These factors or
forces influencing marketing decision – making are
collectivity called marketing environment . It
comprises all those forces which have an impact on
market and marketing efforts of the enterprise .
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4. According to Philip Kotler , marketing environment
refer to “external factors and forces that affect the
company’s ability to develop and maintain
successful transaction and relationship with its
target customers .“
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5. 1.Micro Environment
2.Macro Environment
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6. i. Suppliers
ii.Market intermediators
iii.Customers
iv.Competitors
v. Public
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7. FIRM
Suppliers
Competitors
Demographic Forces Economic Forces
Political and legal Forces Social and Cultural Forces
Public
Intermediaries
Customers
Physical
Forces
Technological
Forces
Components of Marketing environment
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8. i. Demographic Forces
ii.Economic Forces
iii.Social and Cultural Forces
iv.Natural Forces
v.Technological Forces
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9. Although the future is not predictable , marketers can
obtain appraisals of what is “most probable”. To monitor
change in the marketing environment effectively ,
marketers must engage in environmental scanning and
analysis. Environment scanning is conceptualized as a
process of collecting information about the forces in the
marketing environment .
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10. i. Identification of Strengths
ii. Identification of Weakness
iii.Identification of Opportunities
iv.Identification of Threats
v. Optimum use of Resources
vi.Survival and Growth
vii.To plan long term Business Strategy
viii.Environmental Scanning aids Decision Making
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11. Techniqu
es
SWOT
QUEST
Competit
or
Analysis
Industry
Analysis
PEST
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12. PEST
POLITICAL ECONOMIC
SOCIAL TECHNOLOGICAL
PEST
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13. INDUSTRY ANALYSIS
IT IS A MARKET ASSESSMENT TOOL DESIGNED
TO PROVIDE A BUSINESS WITH AN IDEA OF THE
COMPLEXITY OF A PARTICULAR INDUSTRY.
It involves reviewing the economic, political and
market factors that influence the way the Industry
develops. 13

14. QUEST
The Quick Environmental Scanning Technique, is a
scanning procedure design to assist, executers and
planners to keep side by side of change and its
implications for the organizational strategies and
plans.
QUEST produces a broad and comparative analysis of
the external environment.
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15. COMPETITOR
ANALYSIS
According to the Michael. E.
Porter
The state of Competition in an Industry depends
on five basic competitive forces, these are
• Rivalry among existing firms
• Threat of new entrants
• Threats of substitute
• Bargaining power of Suppliers
• Bargaining power of Buyers
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