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Marketing Environment Analysis.pptx Macro-and Micro Environment
- 1. Marketing Environment Analysis Understanding forces shapingmarketing strategy and success.
- 2. Agenda • Defining theMarketing Environment • Micro-Environmental Factors • Macro-Environmental Forces • Strategic Implications for Marketing • Application & Discussion
- 3. Marketing Environment Defined The marketingenvironment encompasses external forces and actors influencing a company's ability to develop and sustain customer relationships. It includes both controllable elements, like marketing mix decisions, and uncontrollable factors such as economic shifts or new regulations.
- 4. Micro vs. Macro Environments Themicro-environment includes close company actors like suppliers (e.g., Intel). The macro-environment comprises larger societal forces, such as economic inflation or new data privacy laws. Both critically shape marketing decisions. Economy, society, and environment interconnectedness shown in Venn diagram.
- 5. Business collaboration andmanagement: networking, organization, and cooperation. Micro- Environment: The Company • Internal departments form the company's immediate environment. • R&D: Innovates products, shaping market offerings. • Finance: Allocates budgets, influencing marketing spend. • Operations & HR: Ensure efficiency, impact brand perception.
- 6. Micro- Environment: Suppliers Suppliers provide essentialinputs for production, like microchips for Tesla or fabric for Nike. Disruptions, such as semiconductor shortages, can severely impact production schedules and pricing strategies, directly affecting marketing efforts. Raw materials fuel industry: from fields to factories.
- 7. Micro-Environment: Marketing Intermediaries • Resellers:Walmart, Amazon, Target sell products. • Physical Distribution: FedEx, UPS transport goods. • Marketing Services: Ogilvy, Nielsen promote brands. • Financial Intermediaries: Banks, Visa facilitate transactions.
- 8. Focus groups inmarketing statistics: diverse participants analyzed. Micro- Environment: Customer Markets • Consumer: Individuals buying for personal use (e.g., groceries). • Business: Organizations purchasing for operations (e.g., office supplies). • Reseller: Intermediaries buying to resell (e.g., retailers). • Government/International: Public agencies, global buyers (e.g., defense).
- 9. Micro- Environment: Competitors Understanding direct (e.g.,Coca-Cola vs. Pepsi), indirect, and substitute competitors is crucial. Analyzing their strategies allows businesses to differentiate offerings and gain competitive advantage. Strategic positioning is key for market success. Red soda can, a real-life example of a cylinder.
- 10. Group communication dynamics:formal vs. casual settings. Micro- Environment: Publics • Groups with actual/potential interest or impact. • Financial: Shareholders, banks, investment firms. • Media & Government: Journalists, regulators (e.g., EPA). • Citizen-Action & Internal: Greenpeace, employees, local residents.
- 11. Macro-Environment: Demographic Forces Demographic forcesanalyze population characteristics like age (e.g., Gen Z), location, and lifestyle trends (e.g., remote work). These profoundly influence market segmentation, product demand, and communication strategies.
- 12. Global socioeconomic andenvironmental indicators show significant changes. Macro- Environment: Economic Forces • Income levels (e.g., disposable) shape purchasing power. • Inflation rates influence pricing, reduce consumer purchasing power. • Interest rates impact borrowing, big- ticket consumer spending. • Recessions shift spending to value brands (e.g., private labels).
- 13. Natural Environment Technological Environment Resourcescarcity, like water shortages or dwindling fossil fuels, directly impacts production and supply chains. Pollution concerns, such as plastic waste, drive demand for sustainable products and eco-friendly packaging. Businesses must integrate sustainability efforts into their marketing to appeal to environmentally conscious consumers. Rapid innovation, including AI and blockchain, continuously creates new markets and disrupts existing ones. New product development, like electric vehicles, demands agile marketing strategies. The accelerating pace of technological change necessitates constant adaptation to leverage emerging platforms and consumer behaviors.
- 14. Political & LegalForces Cultural Influences Government regulations, like FDA food safety standards, directly impact product development and marketing claims. Trade policies, such as tariffs on imported goods, influence pricing strategies. Pressure groups, like environmental advocacy groups, can shape corporate social responsibility initiatives. Societal values, such as a growing emphasis on sustainability, drive consumer preferences. Perceptions of health and wellness lead to demand for organic products. Behaviors like increased remote work (digital nomadism) create new market segments for travel and technology.
- 15. Environmental Scanning & SWOT 4Ps Adaptation Continuous monitoring of micro (e.g., competitors) and macro (e.g., economic shifts) environments is crucial. This identifies opportunities (e.g., AI integration) and threats (e.g., new regulations). Such analysis directly informs robust SWOT. Environmental insights directly shape the 4 Ps. Product (e.g., eco-friendly versions) and Price (e.g., competitive pricing) adapt to market dynamics. Place (e.g., e- commerce) and Promotion (e.g., social media) leverage evolving trends.
- 16. Company Environment Analysis:Your Turn! Choose a well-known company (e.g., Apple, Coca-Cola). Identify three specific micro-environmental factors (e.g., a key supplier, a major competitor, a specific customer segment) and three macro-environmental factors (e.g., demographic shifts, rising inflation, new regulations) currently impacting its marketing strategy. Justify each factor chosen.
- 17. Activity: Future MarketingTrends Analysis Research a significant macro-environmental trend (e.g., AI, climate change, demographic shifts). Predict its impact on marketing planning for a specific industry (e.g., automotive, fashion, healthcare) over the next 5-10 years. What actionable insights can you present?
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- 19. Conclusion • Environment criticallyshapes marketing strategy. • Micro-factors are close, direct influences. • Macro-forces are broad societal trends. • Continuous analysis drives strategic adaptation.