marketing envi

8/3/2019 Marketing Envi

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Marketing Environment

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Strategic Marketing PlanningWhat is strategic marketing

planning?????Stream of decisions and actions that

leads to effective strategies andwhich, in turn, help the firm achieveits growth objectives

Fluctuating environment makesstrategic planning an indispensabletask for the business firm


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ComponentTasks in Strategic PlanningClarifying the mission of the corporation

Defining the business

Surveying the environment

Internal appraisal of the firm

Setting the corporate objective

Formulating the corporate strategy


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Surveying the EnvironmentEnvironmental survey forms a vital part of strategicplanning.

Helps in formulation of strategies in line with theopportunities and threats emerging in the environment.

Analyses macro environmental factors (demographic,socio-cultural, economic etc.) as well as micro factors(environmental factors that are specific to businessconcerned)

Developing Opportunity-Threat profile(O-T profile), itcontains the information in such a way that one canreadily understand the impact of the environmentaltrends on the firm


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MARKETINGENVIORNMENT

The actors and forces that affect a firmsability to build and maintain successfulrelationships with customers.


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Marketing EnvironmentAnalysis

Process of gathering, filtering and analysing informationrelating to the marketing environment

Tasks Involved :

Monitoring the changes taking place in the environment

Forecasting the future position in respect of each of the

factorsSpots the opportunities and threats in the environment,and pinpoints the ones that are specifically relevant to thefirm.


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Why analyse the MarketingEnvironment?Knowledge of Marketing Environment is central toMarketing Management

Securing right fit between environment and the firm

Strategic response to Environment is possible only withproper Environmental Analysis

Strategic response to the changes taking place inenvironmental factors

Spotting the Opportunities and Threats

Finding out the different opportunities and threats in theenvironment


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Types ofMarketing EnvironmentCompanies interact with three types of environment:

Micro Environment

Companys suppliers, Customers, Marketing intermediariesand Competitors.

Macro Environment

Made up of wider forces like demographics, economics,

nature, technology, politics and culture, that affect demandfor a companys goods.

Internal environment

All factors that are internal to the organization like Men,M

oney,M

achinery,M

aterials andM

arkets


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SWOT AnalysisOverall evaluation of a companys strengths, weaknesses,

opportunities and threats

External Environmental Analysis (Opportunity and ThreatAnalysis)

Monitors key macro environment forces and significantmicro environment actors that affect its ability to earnprofits

Internal Environmental Analysis(Strengths and WeaknessesAnalysis)

Needs to evaluate the internal strength and weaknesses ofthe firm


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Products


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iTunes Music Store is a excellent source of revenue, especiallywith the iPod and the accessibility on Windows platform.

Apple Computer are expert in Developing own software and

hardware.

Web technology are used to improve product awareness andsales.

Apple Computers have good brand loyalty.

Partnership with Intel Computers in 2006 Present.

Research & Development Department.

Strengths


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The product life cycle of Apple products are very small for thatreasons revenues are more depend on launch of new productsand services.

Slow turn around on high demand products.

Apples market share is far behind from major competitorMicrosoft.

In past the relationship between Steve jobs and employee werenot good which result in reputation loss.

Weaknesses


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Increase in worms and viruses on PCs so the antivirus solution canbe developed by Apple.

Large population which are extremely individualistic and name

brand conscious.

Downloadable music and MP3 players are highly marketable.

The online sales of computer are increasing with rapid speed.

The laptop market growth is high; Apple Computers should focusto develop new models to cater the need of customers.

Opportunities


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Companies not seeing Apple as compatible with their software.

Apple facing strong competition from Dell, HP, Sony and Toshibain laptop segment.

Downloading free music from other online source without payingcost is common it may impact the iTunes sales.

Apple software, Cell phone and hardware are expensive ascompared to other competitors such as Dell.

The long lasting recession may impact the sales of the companydue to higher prices of the products and services

Microsoft launched Microsoft Vista, Windows 7 which is gainingmarket share.

The switching in technology is very fast.

Threats


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Conclusion Environment Analysis should becontinuous , else the firm will not be

in a position to respond properly to thechanges taking place in theenvironment.


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