key inputs of marketing environment

2.  Marketing environment consists of all those internal
and external forces which affect the marketing
strategies.
 Modern marketer realizes that environmental
scanning would provide them with continuous
interaction between the customers and the business
they are in.
 According to Philip Kotler “ Marketing environment
are the external factors and forces that affect a
firm’s ability to develop and maintain successful
transactions and relationships with the target
customers.”

3.  Know the environmental forces that affect the
company’s ability to serve its customers.
 Realize how changes in the demographic and
economic environments affect marketing decisions.
 Identify the major trends in the firm’s natural and
technological environments.
 Know the key changes in the political & cultural
environments.
 Understand how companies can react to the
marketing environment.

4. Internal
Environment
• Company
Policy
• Budget
• Capital assets
• Logistics
• Labour
• Inventory
Micro
Environment
• Customers
• Employees
• Suppliers
• Retailers &
Distributors
• Shareholders
• Government
• General
Public
• Competitors
Macro
Environment
• Political &
Legal factors
• Economic
factors
• Social Factors
• Technological
Factors

5. WHAT IS MICRO-ENVIRONMENT:
 The micro-environment is basically the
environment that has a direct impact on the
business. It is related to the particular area
where the company operate and can directly
affect all of the business process.
 They have the ability to influence the daily
proceedings and general performance of the
company.

6.  CUSTOMERS
 SUPPLIERS
 MARKETING INTERMEDIARIES
 COMPETITORS
 GENERAL PUBLIC

7. HOW THEY ARE INFLUENCING IN
THE ORGANIZATION ITSELF AND
THE INDUSTRY AS A WHOLE

8.  The kind of customer base that company
attracts, as well as the reasoning behind
purchasing the product, are going to highly
affect the way you create marketing
campaigns. Your customers can be B2C, B2B,
international, local, and so on.
Important factors related to customers are:
 Stability of demand
 Prospects of sale growth
 Relative profitability
 Intensity of competition

9.  Suppliers are the persons from whom
material are purchased to make a finished
good and hence are very important for the
organization. If a supplier of a particular
product is the largest, or even the only one,
they are certainly going to have a big
influence on how successful your business is.
The suppliers are extremely important
factors as:
 Key link in the value delivery process
 Insurance that your business has the
necessary resources
 Essential determinants in terms of price
increase or decrease

10.  Marketing intermediaries plays an important role
to organizations overall value delivery network.
It deals with organizations market promotion and
distribution those help company distribute its
final products to its end customers. So marketing
intermediaries include distribution channel,
outlets, resellers, service centre or service
provider, marketing agencies as well as financial
intermediaries.
As a link between organization and the
customer, they are important in terms of
these factors:
 Promotion
 Sale
 Distribution
 Marketing
 Financial mediation

11.  Logically, every business that sells the same
or a similar kind of product as you do is your
competition on the market. So, their sale
and marketing tactics matter to you a lot.
You need to answer various questions, such
as how their product and its price affects
yours and how you can make use of that in
order to gain an edge over them.
The three factors that matter in this case
are:
 Desire competition
 Product form competition
 Brand competition

12.  Of course, every business organization has in
its best interest to appease to the general
public. Every step that you take needs to be
viewed from their perspective as well. It is
extremely important how your actions affect
others because their opinion can be the one
thing that either pushes you towards success
or pulls you down from the pedestal.
So, the general public is very important in
terms of:
 Public opinion
 Media
 Environmental pollution

13.  Swot analysis is a strategic planning
technique used to help an organization to
identify strength, weakness, opportunities
and threats related to business competition
or project planning.
 SWOT assumes that strength and weakness
are frequently internal, while opportunities
and threats are more commonly external.
The name more commonly acronym for the
four parameters the technique examines:

14. 1. STRENGTH:- It is an inherent capability of the
company which it can use to gain strategic
advantage over its competitors.Country-wide
distribution network, for example, is a strength
of Hindustan Unilever Limited.
2. WEAKNESS:- is an inherent limitation or
constraint of the company which creates
strategic disadvantage for it. Obsolate
Technology is a weakness of some company.
Shortage of funds is another example of
weakness.

15. 3. OPPORTUNITY:- is a favourable condition in the
companies external environment which enables it to
strengthen its position. Economic liberalization and
globalization offers an opportunity to company's
which want to enter banking, insurance,
telecommunication sectors. Growing demand is also
an eample.
4. THREAT:- is an unfavorable condition in the
company's external environment which causes a
damage or risk to its position. Competition from
multinational corporations is a threat for the Indian
firms

16.  STRENGTH:-
1. A strong brand portfolio
2. Consumer Understanding
3. Distribution reach
4. Quality Manpower
WEAKNESS:-
1. Increasing cost of input
2. Complex supply chain configuration.
3. Unwieldy number of stock keeping units(SKUs).
4. Dispersed manufacturing locations.

17. OPPORTUNITIES:-
1.Increased penetration especially in rural areas.
2.Brand growth through increased consumption
depth.
3.Frequency of usage across all categories.
4.Emerging modern trade are effectively used for
introduction of more upscale personal care
products.
THREATS:-
1. Low priced from competitors.
2. Spurious/counterfeit products in rural areas.
3. Unfavorable prices in oils.