SlideShare uma empresa Scribd logo
1 de 15
Baixar para ler offline
LECTURE  3 ANALYZING MARKETING ENVIRONMENT
The Marketing Environment Adapted from D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Company Microenvironment Macroenvironment Legal Political Technological Social Economic Suppliers Customers Distributors Competitors VMV S W O T
WHY scan the environment? ,[object Object],[object Object],[object Object],Scanning the environment
Model 1 -  Using PEST/PESTEL analysis to scan the  “MACRO” environment ORGANISATION Legal Political Social Ecological Technological Economic
Some possible PEST factors ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Note: EXAMPLES ONLY!
Model 2 – Using  5 Forces analysis to scan the “MICRO” environment Industry Competitors Intensity of Rivalry Buyers Suppliers New Entrants Substitutes Threat of New Entrants Threat of Substitutes Bargaining Power of Suppliers Bargaining Power of Buyers
5 Forces example:  BT Cellnet MM02(phones) Strong Vodaphone Orange One-to-one Weak Cost of licence High barrier to entry Huge cost to 3G  New functions? Strong Customers have many  competing offers, some including airtime,  some not. Cheap deals through Internet Weak Nokia Motorola Ericsson Competing strongly For share of Mature market Medium Customers returning to  land lines Convergence with PDAs Location technology
Basic information we need ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],CUSTOMERS  COMPETITORS
Internal analysis ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bringing Macro/Micro/Internal information together - Marketing Audit Summary –  Model 3 -  SWOT
An example of a SWOT ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Effective use of SWOT STRENGTHS WEAKNESSES OPPORTUNITIES THREATS Matching Strategies Conversion Strategies Conversion Strategies
Model 4  - The Marketing Plan Corporate objectives Marketing audit SWOT Marketing objectives/strategies Alternative plans/ mix Programmes Measure/review Assumptions Estimate results FEEDBACK
10 benefits for you from Marketing Planning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],It looks like hard work – why bother?
So where have we reached? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Mais conteúdo relacionado

Mais procurados

International marketing
International marketingInternational marketing
International marketinggahuja
 
Strategic Marketing Planning
Strategic Marketing PlanningStrategic Marketing Planning
Strategic Marketing PlanningNigelSJones
 
International marketing strategies.
International marketing strategies.International marketing strategies.
International marketing strategies.MANISH SHUKLA
 
Direct and online marketing
Direct and online marketing Direct and online marketing
Direct and online marketing ravneetubs
 
Defining Marketing for the 21st Century - Philip Kotler First Chapter
Defining Marketing for the 21st Century - Philip Kotler First ChapterDefining Marketing for the 21st Century - Philip Kotler First Chapter
Defining Marketing for the 21st Century - Philip Kotler First Chapterraaaiii
 
International marketing full module 1.pptx
International marketing  full module 1.pptxInternational marketing  full module 1.pptx
International marketing full module 1.pptxPriyanshuSharma856536
 
Marketing process overview
Marketing process overviewMarketing process overview
Marketing process overviewosmawati
 
Unit1 marketing mix product
Unit1 marketing mix productUnit1 marketing mix product
Unit1 marketing mix productSubhajit Sanyal
 
Culture and Consumer Behavior
Culture and Consumer Behavior Culture and Consumer Behavior
Culture and Consumer Behavior MD SALMAN ANJUM
 
Service marketing mix or 7Ps of Services
Service marketing mix or 7Ps of ServicesService marketing mix or 7Ps of Services
Service marketing mix or 7Ps of ServicesDr. Amitabh Mishra
 
Business to business marketing ppt
Business to business marketing  pptBusiness to business marketing  ppt
Business to business marketing pptSukriti Mal
 
Marketing information systems and marketing research
Marketing information systems and marketing researchMarketing information systems and marketing research
Marketing information systems and marketing researchDr. J. Jayapradha Varma
 
Consumer Behaviour
Consumer Behaviour Consumer Behaviour
Consumer Behaviour rehaniltifat
 
Chapter 1 introduction to marketing present
Chapter 1  introduction to marketing presentChapter 1  introduction to marketing present
Chapter 1 introduction to marketing presentAin Omar
 
Positioning strategies in marketing
Positioning strategies in marketingPositioning strategies in marketing
Positioning strategies in marketingAnu Damodaran
 

Mais procurados (20)

International marketing
International marketingInternational marketing
International marketing
 
Strategic Marketing Planning
Strategic Marketing PlanningStrategic Marketing Planning
Strategic Marketing Planning
 
International marketing strategies.
International marketing strategies.International marketing strategies.
International marketing strategies.
 
Direct and online marketing
Direct and online marketing Direct and online marketing
Direct and online marketing
 
Defining Marketing for the 21st Century - Philip Kotler First Chapter
Defining Marketing for the 21st Century - Philip Kotler First ChapterDefining Marketing for the 21st Century - Philip Kotler First Chapter
Defining Marketing for the 21st Century - Philip Kotler First Chapter
 
International marketing full module 1.pptx
International marketing  full module 1.pptxInternational marketing  full module 1.pptx
International marketing full module 1.pptx
 
Marketing process overview
Marketing process overviewMarketing process overview
Marketing process overview
 
Unit1 marketing mix product
Unit1 marketing mix productUnit1 marketing mix product
Unit1 marketing mix product
 
Culture and Consumer Behavior
Culture and Consumer Behavior Culture and Consumer Behavior
Culture and Consumer Behavior
 
Introduction to Marketing
Introduction to MarketingIntroduction to Marketing
Introduction to Marketing
 
Consumer Behaviour
Consumer BehaviourConsumer Behaviour
Consumer Behaviour
 
Market segmentation
Market segmentationMarket segmentation
Market segmentation
 
Channels of Distribution ppt
Channels of Distribution pptChannels of Distribution ppt
Channels of Distribution ppt
 
Service marketing mix or 7Ps of Services
Service marketing mix or 7Ps of ServicesService marketing mix or 7Ps of Services
Service marketing mix or 7Ps of Services
 
Business to business marketing ppt
Business to business marketing  pptBusiness to business marketing  ppt
Business to business marketing ppt
 
Marketing information systems and marketing research
Marketing information systems and marketing researchMarketing information systems and marketing research
Marketing information systems and marketing research
 
Consumer Behaviour
Consumer Behaviour Consumer Behaviour
Consumer Behaviour
 
Chapter 1 introduction to marketing present
Chapter 1  introduction to marketing presentChapter 1  introduction to marketing present
Chapter 1 introduction to marketing present
 
Marketing Strategy - Introduction
Marketing Strategy - IntroductionMarketing Strategy - Introduction
Marketing Strategy - Introduction
 
Positioning strategies in marketing
Positioning strategies in marketingPositioning strategies in marketing
Positioning strategies in marketing
 

Destaque

Boston Consulting Group (Bcg) Growth
Boston Consulting Group (Bcg) GrowthBoston Consulting Group (Bcg) Growth
Boston Consulting Group (Bcg) Growthhaosang
 
Mba i mm-1 u-1.2 customer value & satisfaction
Mba i mm-1 u-1.2 customer value & satisfactionMba i mm-1 u-1.2 customer value & satisfaction
Mba i mm-1 u-1.2 customer value & satisfactionRai University
 
Marketing workshop for the WVU Law Entrepreneurship Law Clinic
Marketing workshop for the WVU Law Entrepreneurship Law ClinicMarketing workshop for the WVU Law Entrepreneurship Law Clinic
Marketing workshop for the WVU Law Entrepreneurship Law Clinicdmlee54
 
Quintiles analyst day presentation 2014
Quintiles analyst day presentation 2014Quintiles analyst day presentation 2014
Quintiles analyst day presentation 2014Quintiles2014
 
Starbucks: Brand offering and Positioning
Starbucks: Brand offering and Positioning Starbucks: Brand offering and Positioning
Starbucks: Brand offering and Positioning Himanshu Arora
 
Chapter 3 Feasibility analysis(lecture 4 & 5)
Chapter 3 Feasibility analysis(lecture 4 & 5)Chapter 3 Feasibility analysis(lecture 4 & 5)
Chapter 3 Feasibility analysis(lecture 4 & 5)Afzaal Ali
 
01. the core concept of marketing
01. the core concept of marketing01. the core concept of marketing
01. the core concept of marketingsangram96maratha
 
Product planning & development
Product planning & developmentProduct planning & development
Product planning & developmentSoma Giri
 
Feasibility report -basic concepts with example
Feasibility report -basic concepts with exampleFeasibility report -basic concepts with example
Feasibility report -basic concepts with exampleAbhijeet Bhosale
 
The core concept of marketing
The core concept of marketingThe core concept of marketing
The core concept of marketingnitinsoni02
 
New product devlopment ppt
New product devlopment pptNew product devlopment ppt
New product devlopment pptRameshwar Swami
 
Value Proposition Design
Value Proposition DesignValue Proposition Design
Value Proposition DesignYves Pigneur
 
new-product-development-process
new-product-development-processnew-product-development-process
new-product-development-processarunalapati
 
New Product Development Strategy
New Product Development StrategyNew Product Development Strategy
New Product Development StrategyYodhia Antariksa
 

Destaque (15)

Boston Consulting Group (Bcg) Growth
Boston Consulting Group (Bcg) GrowthBoston Consulting Group (Bcg) Growth
Boston Consulting Group (Bcg) Growth
 
Mba i mm-1 u-1.2 customer value & satisfaction
Mba i mm-1 u-1.2 customer value & satisfactionMba i mm-1 u-1.2 customer value & satisfaction
Mba i mm-1 u-1.2 customer value & satisfaction
 
Marketing workshop for the WVU Law Entrepreneurship Law Clinic
Marketing workshop for the WVU Law Entrepreneurship Law ClinicMarketing workshop for the WVU Law Entrepreneurship Law Clinic
Marketing workshop for the WVU Law Entrepreneurship Law Clinic
 
Quintiles analyst day presentation 2014
Quintiles analyst day presentation 2014Quintiles analyst day presentation 2014
Quintiles analyst day presentation 2014
 
Starbucks: Brand offering and Positioning
Starbucks: Brand offering and Positioning Starbucks: Brand offering and Positioning
Starbucks: Brand offering and Positioning
 
Chapter 3 Feasibility analysis(lecture 4 & 5)
Chapter 3 Feasibility analysis(lecture 4 & 5)Chapter 3 Feasibility analysis(lecture 4 & 5)
Chapter 3 Feasibility analysis(lecture 4 & 5)
 
01. the core concept of marketing
01. the core concept of marketing01. the core concept of marketing
01. the core concept of marketing
 
Kfc presentation
Kfc presentationKfc presentation
Kfc presentation
 
Product planning & development
Product planning & developmentProduct planning & development
Product planning & development
 
Feasibility report -basic concepts with example
Feasibility report -basic concepts with exampleFeasibility report -basic concepts with example
Feasibility report -basic concepts with example
 
The core concept of marketing
The core concept of marketingThe core concept of marketing
The core concept of marketing
 
New product devlopment ppt
New product devlopment pptNew product devlopment ppt
New product devlopment ppt
 
Value Proposition Design
Value Proposition DesignValue Proposition Design
Value Proposition Design
 
new-product-development-process
new-product-development-processnew-product-development-process
new-product-development-process
 
New Product Development Strategy
New Product Development StrategyNew Product Development Strategy
New Product Development Strategy
 

Semelhante a Marketing environment

Business environment 1
Business environment 1Business environment 1
Business environment 1sahan1997
 
Mmi strategy 2
Mmi strategy 2Mmi strategy 2
Mmi strategy 2gatecomro
 
Mmi strategy 2
Mmi strategy 2Mmi strategy 2
Mmi strategy 2gatecomro
 
Strategic management
Strategic managementStrategic management
Strategic managementsibilap
 
Uwec Cj265 20080211
Uwec Cj265 20080211Uwec Cj265 20080211
Uwec Cj265 20080211Arik Johnson
 
A.T. Kearney: Positioning for the Telematics Tipping Point
A.T. Kearney: Positioning for the Telematics Tipping PointA.T. Kearney: Positioning for the Telematics Tipping Point
A.T. Kearney: Positioning for the Telematics Tipping PointbengillTU
 
The Age Of New Reality Marketing V5.1 Final
The Age Of New Reality Marketing V5.1 FinalThe Age Of New Reality Marketing V5.1 Final
The Age Of New Reality Marketing V5.1 FinalTony Mooney
 
CI 2.0 - Competitive Innovation Intelligence
CI 2.0 - Competitive Innovation IntelligenceCI 2.0 - Competitive Innovation Intelligence
CI 2.0 - Competitive Innovation IntelligenceArik Johnson
 
swot analysis
swot analysisswot analysis
swot analysisnisanky1
 
Marketing management complete PPT
Marketing management complete PPTMarketing management complete PPT
Marketing management complete PPTYatin Sharma
 
The Strategic Route To E Procurement Success 2001
The Strategic Route To E Procurement Success 2001The Strategic Route To E Procurement Success 2001
The Strategic Route To E Procurement Success 2001Julian Curtiss
 
Media Management 2011-Strategy Module - Jan 21_2
Media Management 2011-Strategy Module - Jan 21_2Media Management 2011-Strategy Module - Jan 21_2
Media Management 2011-Strategy Module - Jan 21_2Robin Teigland
 
Cvtc Daybreak 20080305
Cvtc Daybreak 20080305Cvtc Daybreak 20080305
Cvtc Daybreak 20080305Arik Johnson
 
Chapter-5 Industry and competitor analysis
Chapter-5 Industry and competitor analysisChapter-5 Industry and competitor analysis
Chapter-5 Industry and competitor analysisAfzaal Ali
 
STRATEGIC COST MANAGEMENT-TOPIC 5 (1).ppt
STRATEGIC COST MANAGEMENT-TOPIC 5 (1).pptSTRATEGIC COST MANAGEMENT-TOPIC 5 (1).ppt
STRATEGIC COST MANAGEMENT-TOPIC 5 (1).pptRenvic
 
Applying Innovation Intelligence for Market Segmentation and Targeting
Applying Innovation Intelligence for Market Segmentation and TargetingApplying Innovation Intelligence for Market Segmentation and Targeting
Applying Innovation Intelligence for Market Segmentation and TargetingArik Johnson
 

Semelhante a Marketing environment (20)

Business environment 1
Business environment 1Business environment 1
Business environment 1
 
Mmi strategy 2
Mmi strategy 2Mmi strategy 2
Mmi strategy 2
 
Mmi strategy 2
Mmi strategy 2Mmi strategy 2
Mmi strategy 2
 
Strategic management
Strategic managementStrategic management
Strategic management
 
Strategy - basic concepts
Strategy  - basic conceptsStrategy  - basic concepts
Strategy - basic concepts
 
Uwec Cj265 20080211
Uwec Cj265 20080211Uwec Cj265 20080211
Uwec Cj265 20080211
 
A.T. Kearney: Positioning for the Telematics Tipping Point
A.T. Kearney: Positioning for the Telematics Tipping PointA.T. Kearney: Positioning for the Telematics Tipping Point
A.T. Kearney: Positioning for the Telematics Tipping Point
 
Business Environment.ppt
Business Environment.pptBusiness Environment.ppt
Business Environment.ppt
 
The Age Of New Reality Marketing V5.1 Final
The Age Of New Reality Marketing V5.1 FinalThe Age Of New Reality Marketing V5.1 Final
The Age Of New Reality Marketing V5.1 Final
 
CI 2.0 - Competitive Innovation Intelligence
CI 2.0 - Competitive Innovation IntelligenceCI 2.0 - Competitive Innovation Intelligence
CI 2.0 - Competitive Innovation Intelligence
 
Swot analysis
Swot analysisSwot analysis
Swot analysis
 
swot analysis
swot analysisswot analysis
swot analysis
 
Marketing management complete PPT
Marketing management complete PPTMarketing management complete PPT
Marketing management complete PPT
 
The Strategic Route To E Procurement Success 2001
The Strategic Route To E Procurement Success 2001The Strategic Route To E Procurement Success 2001
The Strategic Route To E Procurement Success 2001
 
Media Management 2011-Strategy Module - Jan 21_2
Media Management 2011-Strategy Module - Jan 21_2Media Management 2011-Strategy Module - Jan 21_2
Media Management 2011-Strategy Module - Jan 21_2
 
Cvtc Daybreak 20080305
Cvtc Daybreak 20080305Cvtc Daybreak 20080305
Cvtc Daybreak 20080305
 
Chapter-5 Industry and competitor analysis
Chapter-5 Industry and competitor analysisChapter-5 Industry and competitor analysis
Chapter-5 Industry and competitor analysis
 
Marketing Strategoes
Marketing StrategoesMarketing Strategoes
Marketing Strategoes
 
STRATEGIC COST MANAGEMENT-TOPIC 5 (1).ppt
STRATEGIC COST MANAGEMENT-TOPIC 5 (1).pptSTRATEGIC COST MANAGEMENT-TOPIC 5 (1).ppt
STRATEGIC COST MANAGEMENT-TOPIC 5 (1).ppt
 
Applying Innovation Intelligence for Market Segmentation and Targeting
Applying Innovation Intelligence for Market Segmentation and TargetingApplying Innovation Intelligence for Market Segmentation and Targeting
Applying Innovation Intelligence for Market Segmentation and Targeting
 

Último

Practical Research 1: Lesson 8 Writing the Thesis Statement.pptx
Practical Research 1: Lesson 8 Writing the Thesis Statement.pptxPractical Research 1: Lesson 8 Writing the Thesis Statement.pptx
Practical Research 1: Lesson 8 Writing the Thesis Statement.pptxKatherine Villaluna
 
CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...
CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...
CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...Nguyen Thanh Tu Collection
 
3.21.24 The Origins of Black Power.pptx
3.21.24  The Origins of Black Power.pptx3.21.24  The Origins of Black Power.pptx
3.21.24 The Origins of Black Power.pptxmary850239
 
PISA-VET launch_El Iza Mohamedou_19 March 2024.pptx
PISA-VET launch_El Iza Mohamedou_19 March 2024.pptxPISA-VET launch_El Iza Mohamedou_19 March 2024.pptx
PISA-VET launch_El Iza Mohamedou_19 March 2024.pptxEduSkills OECD
 
In - Vivo and In - Vitro Correlation.pptx
In - Vivo and In - Vitro Correlation.pptxIn - Vivo and In - Vitro Correlation.pptx
In - Vivo and In - Vitro Correlation.pptxAditiChauhan701637
 
HED Office Sohayok Exam Question Solution 2023.pdf
HED Office Sohayok Exam Question Solution 2023.pdfHED Office Sohayok Exam Question Solution 2023.pdf
HED Office Sohayok Exam Question Solution 2023.pdfMohonDas
 
How to Show Error_Warning Messages in Odoo 17
How to Show Error_Warning Messages in Odoo 17How to Show Error_Warning Messages in Odoo 17
How to Show Error_Warning Messages in Odoo 17Celine George
 
The basics of sentences session 10pptx.pptx
The basics of sentences session 10pptx.pptxThe basics of sentences session 10pptx.pptx
The basics of sentences session 10pptx.pptxheathfieldcps1
 
The Singapore Teaching Practice document
The Singapore Teaching Practice documentThe Singapore Teaching Practice document
The Singapore Teaching Practice documentXsasf Sfdfasd
 
How to Solve Singleton Error in the Odoo 17
How to Solve Singleton Error in the  Odoo 17How to Solve Singleton Error in the  Odoo 17
How to Solve Singleton Error in the Odoo 17Celine George
 
How to Use api.constrains ( ) in Odoo 17
How to Use api.constrains ( ) in Odoo 17How to Use api.constrains ( ) in Odoo 17
How to Use api.constrains ( ) in Odoo 17Celine George
 
The Stolen Bacillus by Herbert George Wells
The Stolen Bacillus by Herbert George WellsThe Stolen Bacillus by Herbert George Wells
The Stolen Bacillus by Herbert George WellsEugene Lysak
 
Drug Information Services- DIC and Sources.
Drug Information Services- DIC and Sources.Drug Information Services- DIC and Sources.
Drug Information Services- DIC and Sources.raviapr7
 
DUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRA
DUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRADUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRA
DUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRATanmoy Mishra
 
General views of Histopathology and step
General views of Histopathology and stepGeneral views of Histopathology and step
General views of Histopathology and stepobaje godwin sunday
 
2024.03.23 What do successful readers do - Sandy Millin for PARK.pptx
2024.03.23 What do successful readers do - Sandy Millin for PARK.pptx2024.03.23 What do successful readers do - Sandy Millin for PARK.pptx
2024.03.23 What do successful readers do - Sandy Millin for PARK.pptxSandy Millin
 
Patient Counselling. Definition of patient counseling; steps involved in pati...
Patient Counselling. Definition of patient counseling; steps involved in pati...Patient Counselling. Definition of patient counseling; steps involved in pati...
Patient Counselling. Definition of patient counseling; steps involved in pati...raviapr7
 
Benefits & Challenges of Inclusive Education
Benefits & Challenges of Inclusive EducationBenefits & Challenges of Inclusive Education
Benefits & Challenges of Inclusive EducationMJDuyan
 

Último (20)

Practical Research 1: Lesson 8 Writing the Thesis Statement.pptx
Practical Research 1: Lesson 8 Writing the Thesis Statement.pptxPractical Research 1: Lesson 8 Writing the Thesis Statement.pptx
Practical Research 1: Lesson 8 Writing the Thesis Statement.pptx
 
CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...
CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...
CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...
 
3.21.24 The Origins of Black Power.pptx
3.21.24  The Origins of Black Power.pptx3.21.24  The Origins of Black Power.pptx
3.21.24 The Origins of Black Power.pptx
 
Prelims of Kant get Marx 2.0: a general politics quiz
Prelims of Kant get Marx 2.0: a general politics quizPrelims of Kant get Marx 2.0: a general politics quiz
Prelims of Kant get Marx 2.0: a general politics quiz
 
PISA-VET launch_El Iza Mohamedou_19 March 2024.pptx
PISA-VET launch_El Iza Mohamedou_19 March 2024.pptxPISA-VET launch_El Iza Mohamedou_19 March 2024.pptx
PISA-VET launch_El Iza Mohamedou_19 March 2024.pptx
 
In - Vivo and In - Vitro Correlation.pptx
In - Vivo and In - Vitro Correlation.pptxIn - Vivo and In - Vitro Correlation.pptx
In - Vivo and In - Vitro Correlation.pptx
 
HED Office Sohayok Exam Question Solution 2023.pdf
HED Office Sohayok Exam Question Solution 2023.pdfHED Office Sohayok Exam Question Solution 2023.pdf
HED Office Sohayok Exam Question Solution 2023.pdf
 
How to Show Error_Warning Messages in Odoo 17
How to Show Error_Warning Messages in Odoo 17How to Show Error_Warning Messages in Odoo 17
How to Show Error_Warning Messages in Odoo 17
 
The basics of sentences session 10pptx.pptx
The basics of sentences session 10pptx.pptxThe basics of sentences session 10pptx.pptx
The basics of sentences session 10pptx.pptx
 
The Singapore Teaching Practice document
The Singapore Teaching Practice documentThe Singapore Teaching Practice document
The Singapore Teaching Practice document
 
How to Solve Singleton Error in the Odoo 17
How to Solve Singleton Error in the  Odoo 17How to Solve Singleton Error in the  Odoo 17
How to Solve Singleton Error in the Odoo 17
 
Finals of Kant get Marx 2.0 : a general politics quiz
Finals of Kant get Marx 2.0 : a general politics quizFinals of Kant get Marx 2.0 : a general politics quiz
Finals of Kant get Marx 2.0 : a general politics quiz
 
How to Use api.constrains ( ) in Odoo 17
How to Use api.constrains ( ) in Odoo 17How to Use api.constrains ( ) in Odoo 17
How to Use api.constrains ( ) in Odoo 17
 
The Stolen Bacillus by Herbert George Wells
The Stolen Bacillus by Herbert George WellsThe Stolen Bacillus by Herbert George Wells
The Stolen Bacillus by Herbert George Wells
 
Drug Information Services- DIC and Sources.
Drug Information Services- DIC and Sources.Drug Information Services- DIC and Sources.
Drug Information Services- DIC and Sources.
 
DUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRA
DUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRADUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRA
DUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRA
 
General views of Histopathology and step
General views of Histopathology and stepGeneral views of Histopathology and step
General views of Histopathology and step
 
2024.03.23 What do successful readers do - Sandy Millin for PARK.pptx
2024.03.23 What do successful readers do - Sandy Millin for PARK.pptx2024.03.23 What do successful readers do - Sandy Millin for PARK.pptx
2024.03.23 What do successful readers do - Sandy Millin for PARK.pptx
 
Patient Counselling. Definition of patient counseling; steps involved in pati...
Patient Counselling. Definition of patient counseling; steps involved in pati...Patient Counselling. Definition of patient counseling; steps involved in pati...
Patient Counselling. Definition of patient counseling; steps involved in pati...
 
Benefits & Challenges of Inclusive Education
Benefits & Challenges of Inclusive EducationBenefits & Challenges of Inclusive Education
Benefits & Challenges of Inclusive Education
 

Marketing environment

  • 1. LECTURE 3 ANALYZING MARKETING ENVIRONMENT
  • 2. The Marketing Environment Adapted from D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Company Microenvironment Macroenvironment Legal Political Technological Social Economic Suppliers Customers Distributors Competitors VMV S W O T
  • 3.
  • 4. Model 1 - Using PEST/PESTEL analysis to scan the “MACRO” environment ORGANISATION Legal Political Social Ecological Technological Economic
  • 5.
  • 6. Model 2 – Using 5 Forces analysis to scan the “MICRO” environment Industry Competitors Intensity of Rivalry Buyers Suppliers New Entrants Substitutes Threat of New Entrants Threat of Substitutes Bargaining Power of Suppliers Bargaining Power of Buyers
  • 7. 5 Forces example: BT Cellnet MM02(phones) Strong Vodaphone Orange One-to-one Weak Cost of licence High barrier to entry Huge cost to 3G New functions? Strong Customers have many competing offers, some including airtime, some not. Cheap deals through Internet Weak Nokia Motorola Ericsson Competing strongly For share of Mature market Medium Customers returning to land lines Convergence with PDAs Location technology
  • 8.
  • 9.
  • 10.
  • 11.
  • 12. Effective use of SWOT STRENGTHS WEAKNESSES OPPORTUNITIES THREATS Matching Strategies Conversion Strategies Conversion Strategies
  • 13. Model 4 - The Marketing Plan Corporate objectives Marketing audit SWOT Marketing objectives/strategies Alternative plans/ mix Programmes Measure/review Assumptions Estimate results FEEDBACK
  • 14.
  • 15.

Notas do Editor

  1. _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________
  2. _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________
  3. 1.      Porter’s 5 Forces. (The ideas discussed here are attributable to the work of Professor Michael Porter of Harvard Business School)   In any segment there is a limited total amount of profit that can be shared among the various players. Hence, given normal business drivers, they can all be expected to fight for the bulk of the profit. This means that competitor analysis must be extended beyond conventional rivals to include all of these forces. Specifically, firms need to understand structural rivals’ needs, power, capabilities and motivations and to develop strategies to achieve their own profit and performance objectives given the constraints the five forces impose.           Customers: in consumer markets, end customers and powerful retailers apply pressures for lower prices and better benefits. In industrial and other organisational markets, customers and/or channel members apply this same profit pressure. They demand the best levels of benefits at the lowest attainable prices by playing off the various suppliers against each other. Their ability to do this is strong when: products are not well differentiated: they have monopoly power: and can buy in bulk. Defensive options for suppliers include: building differential advantage; fixing long-term contracts; forward integration; and targeting the less powerful customers.           Conventional Competitors: Rivalry here is usually most intense in oligopoly markets (where only a few firms supply all or most of the market). This typifies most markets. Company growth is only possible at the expense of rivals so that fighting for market share is common and fierce and, of course, encouraged by customers. The outcome is usually downward-spiralling profits for all competitors that are unable to protect themselves.           New Entrants: These are competitors entering markets they haven’t played in before because they believe they have differential advantage. Further, as they are not known or understood as well as existing rivals, their actions are less predictable, they raise market uncertainty and frequently cause existing firms to panic, thus increasing competitive pressure. Examples include: creation of differential advantage; patents; captive channels and/or suppliers and threats of massive retaliation by attacking entrants own markets or market spoiling tactics.           Substitutes: These take the form of new technologies or benefits that satisfy buyer needs more effectively than they were satisfied before. For instance: railways damaged the canal business; electricity replaced steam; calculators killed off the slide rule; television eroded cinema attendance; Encarta CD Rom replaced Encyclopaedia Britannica.           Suppliers: Competition with suppliers is similar to that with buyers. Firms and their conventional rivals seek maximum benefits and minimum prices from suppliers, who are seeking the opposite. Supplier power is enhanced when suppliers are few, have a strong differential advantage, cannot be played off against each other, provide essential inputs, or can integrate forward, and when users face high switching costs. Options for defence include: accepting lower margins; shifting the costs to customers; finding new suppliers or substitutes; integrating backwards; fixing long-term deals and/or targeting particular suppliers with which to form close strategic partnerships.
  4. _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________