Marketing - Micro environment

1. Welcome to
[ ]The Marketing
Environment
Micro Environment
Rina Suprina, M.Hum, M.SiPar
Ivan Prasetya, M.Par

2. THE COMPANY’S
MICROENVIRONMENT?

3. • Areas inside a company.
• Affects the marketing department’s planning strategies.
• All departments must “think consumer” and work together to
provide superior customer value and satisfaction.
Company’s Internal Environment
http://i.telegraph.co.uk/multimedia/archive/03078/Inditex-design_3078392b.jpg

4. ActorsWho is
in the Microenvironment?

5. SUPPLIERS
• Provide resources needed to produce goods
and services.
• Important link in the “value delivery system.”
• Most marketers treat suppliers like partners.
1
http://www.bakeryandsnacks.com/var/plain_site/storage/images/publications/food-beverage-nutrition/bakeryandsnacks.com/commodities/environmental-
pledges-need-strategic-supplier-engagement/9247211-1-eng-GB/Environmental-pledges-need-strategic-supplier-engagement.jpg

6. 2
MARKETING INTERMEDIARIES
Help the company to promote, sell, and
distribute its goods to final buyers
• Resellers
• Physical distribution firms
• Marketing services agencies
• Financial intermediaries
http://marketingsmallbizoffline.com/wp-content/uploads/2013/04/two-people-talking.jpg

7. 3
PARTNERING WITH INTERMEDIARIES
Coca-Cola provides Wendy’s with much
more than just soft drinks. It also pledges
powerful marketing support.

8. CUSTOMERS
Five types of markets that purchase a
company’s goods and services.
4
http://www.facilities.vt.edu/assets/images/facilities/customer2.JPG

9. COMPETITORS
5
• Those who serve a target market with products and
services that are viewed by consumers as being reasonable
substitutes
• Company must gain strategic advantage against these
organizations

10. PUBLICS
Group that has an interest in or impact on an
organization's ability to achieve its objectives.6