1. The Marketing Environment
and Market Opportunity
Analysis
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2. Three kinds of companies
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•Those who make things happen
•Those who watch things happen
•Those who wonder what’s happened
5. Micro Environment
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Micro Environment refers to “Small forces within
the company that affect its ability to serve its
customers”
10. Businesses can not always control Micro Environment
factors; but they should endeavor them along with Macro and
Internal Environment factors…
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12. Demographic Environment
Population Growth
Population Age Mix
Ethnic Markets
Household Patterns
Educational Groups
Geographical Shifts in Population
Shift from Mass Market to Micro markets
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13. Economic Factors
Economic Areas
of Concern to Marketers
Distribution of
Consumer
Income
Inflation Recession
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14. Political Environment
Includes:
- Laws
- Government Agencies
- and Pressure Groups
that Influence or Limit
Various Organizations
and Individuals In a
Given Society.
Increasing Legislation
Changing Government
Agency Enforcement
Increased Emphasis on Ethics
& Socially Responsible Actions
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16. Technological Environment
• Changes rapidly
• Creates new markets and
opportunities
• Challenge is to make
practical, affordable products
• Safety regulations result in higher
research costs and longer time
between conceptualization and
introduction of product
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24. Competitive Analysis
• Level of Competition
• Competitors Strengths and Weakness
• Competitive Structure
• Competitive Strategy and Resources
Product Form
Product Category
Generic or need
Rivalry or Budget Based
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25. Supply Analysis
• Supply Side Estimation
Ms = P+ (I - E) + (So – Sc)
• Bargaining Power of Suppliers
• Determinants of Supply
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26. Internal Analysis
• Attractive Opportunities
• Own Strength and Weaknesses
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28. Pool Of Opportunity
Selecting the Best
C
B A
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Available
Strength
New
StrengthOvercome
Weakness
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Opportunities
• Books and DVDs
• Computers
• Personal Care
• Mobile, Television and
appliances
• Watches, Belts, Luggage Bags
• AC, Clothing and Many More
Strength
• Heavy Discounts
• Distribution Network
• Cash On Delivery
• Real time tracking order