analysis of company's microenviornment
Post on 23-Dec-2014
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WELCOME TO OUR
PRESENTATION
Presenting By1) MD.Wahidul Haque 111-11-19062)Baban Acharjee 111-11-18803)Farjana Faiza 111-11-19004)Abdullah ar rafsan 111-11-18925)Mahbub Alam 111-11-19036)Atikur Rahman 111-11-1891
PRESENTATION TOPIC
ANALYSIS OF COMPANY’S
MICROENVIRONMENT
Marketing ENVIRONMENT
Consists of actors & forces Affect marketing management’s ability
Maintain successful relationship with target customers
microenvironmento Consists of actors which are
close to the companyoAffect its ability to serve its
customer
The company
Top management
Finance
R&D Purchasing
Manufacturing
AccountingCompany
- Marketers must work in harmony with other company departments to create customer value.
- Marketing must consider other parts of the organization including finance, R&D, purchasing, operations and accounting
Microenvironment
Actors
1. The company2. Suppliers3. Marketing
intermediaries4. Customers5. Competitors6. Publics
3 - 9
– Marketers must watch supply availability and pricing
– Effective partnership relationship management with suppliers is essential
– Most marketers treat them as partners
Microenvironment
Actors
1. The company2. Suppliers3. Marketing
intermediaries4. Customers5. Competitors6. Publics
– Help to promote, sell and distribute goods to final buyers
– Include resellers, physical distribution firms, marketing services agencies and financial intermediaries
– Effective partner relationship management is essential
Microenvironment
Actors
1. The company2. Suppliers3. Marketing
intermediaries4. Customers5. Competitors6. Publics
– A marketer must monitor its competitors’ offerings to create strategic advantage
– Must provide greater value and satisfaction than its competitors
Microenvironment
Actors
1. The company2. Suppliers3. Marketing
intermediaries4. Customers5. Competitors6. Publics
– A group that has an actual or potential interest in or impact on an organization
– Seven publics include:• Financial• Media• Government• Citizen-action• Local• General• Internal
Microenvironment
Actors
1. The company2. Suppliers3. Marketing
intermediaries4. Customers5. Competitors6. Publics
Customers
Figure : Types of customer markets
Consumer markets
Businessmarkets
Resellermarkets
Governmentmarkets
InternationalmarketsCompany
– The five types of customer markets• Consumer• Business• Reseller• Government• International
Microenvironment
Actors
1. The company2. Suppliers3. Marketing
intermediaries4. Customers5. Competitors6. Publics
A case on study Pran group
Pran – Steps of Analyzing Micro Environment.
The Company
Pran – Steps of Analyzing Micro Environment.
Pran’s Micro Environment consists of Different Wings –
Management Marketing R & DProduction Sales
Owners, Shareholders, Business Partners, Directors
Strategy/Decisions /New Business/ Policy/P & L
Corporate Social Responsibility (CSR)
Company
PRAN has top management
PRAN has skilled marketing managers
PRAN has a separate finance section
PRAN has twenty thousand employees
Strong strategy and policy
3-18
Company
They make their employee satisfied in the following ways:
Incentive based compensation in managerial post! Medical Support: Life Insurance: Provident Fund Transportation, Canteen & Day Care Facilities Recognition Employee Tours Work environment
3-19
Suppliers
Their native farmer is their supplier. They care their suppliers in the following ways:
By providing them good seeds, fertilizers, insecticides, etc. By providing financial supports, By providing proper information about what to produce more
and what to produce less, By collection their produces in right time and storing them, By collecting raw materials from them directly and saving
them from middle men, By creating a huge demand of our farmers’ produces both in
nationally and globally, By ensuring proper price for their produces.
3-20
Marketing Intermediaries
PRAN’s trade partners are their great support. They care about their needs in the following ways:
By listening to product complaints By providing information about price of product, By giving information about address of dealer point, By giving financial help By giving proper solution for any unwanted
situation associated to their business
3-21
Competitors
PRAN’s position in the market is strong than its competitors like Akij food, Haque and etc. The reason are given below:
By giving product in right price, right quality, at right time and trade benefit
By giving them special service like upcoming demand trends,
By giving them sample products By giving them promotional sales competition, By giving product replacement opportunity for any
damaged or expired product
3-22
Publics
Most of the people of Bangladesh have potential interest in PRAN’s achievement. The probable reason are given below:
Helping Mosque, Temple & Churches. Working together with Red crescent. Collecting and donating blood. Working for the disabled. Working with ‘SAVE THE CHILDREN’. Helping the community in natural calamities and so
on.
3-23
Customers Customers are the most important actors in
microenvironment. It’s their great honor to communicate with their
consumers. So, they humbly request their consumers to feel free to communicate with them regarding following issues:
Complaint for our products Price information Benefits of products Comments for products And any other issues
3-24
Customers
Objectives that they seek through their consumers’ care are:
To create a culture of customer focus To receive complaints from our consumers on
product related matters To achieve customer satisfaction To create rapport and loyalty They provide the easiest way of communication as
we care valuable time of their consumers.
. 3-25
ANY QUESTION
???
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