with the introduction of open international trade
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With the introduction of open international trade, businesses now have more
opportunities to offer their products and services to foreign markets.In order to do this,
companies typically answer the questions as to which foreign market will they be
entering, how will they enter it and when will be the best time to enter it. Once the
company has identified it market prospect, it is then important that the company analyze
and understand its selected market segments.
This paper primarily provides the PEST Analysis of ABC Clothing Company in
line with the planned expansion in international business operations. This provides
insightful details regarding different factors of in the external environment that an
organization must monitor. After which, this paper will attempt to select one of the most
essential factors that must be given emphasis by the company in order to sustain their
competitive advantage among their competitors for the foreseeable future. Further, this
report will also outline the role of marketing research to support the company's decision
making process.
International expansion is one of the main representations of business success
as it suggests the companys ability to meet foreign market demands and supply
resources needed for foreign operations. Financially, operating abroad can be
demanding; in addition, the company would need to adjust a number of its standard
operation in order to adjust to foreign business practices. In other words, there are
many risks involved in global trade. As this business activity requires significant
resource allocation, the companies must then ensure that they are capable of
overcoming possible risks and will be able to achieve success.
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One way of doing this is by analyzing the environment that the companies wish
to invest on. It is important that business entrepreneurs are aware of the distinct
features of each foreign setting; in this way, the investors will know how to address the
risks in the most effective way. If for example the food company is from the West,
establishing a branch in the Eastern section will naturally make western and eastern
differences apparent. In ABC Clothing Companys case, the company has been
operating successfully based on Western standards; as it aims to expand into newer
international markets such as Asia, this concept applies very well to the company.
Foreign origins have distinct differences on various aspects like politics,
philosophy, society and history. Hence, it is imperative that entrepreneurs understand
their market prospects well. From this aspect, learning and adaptation are perhaps the
two most important factors that should be present.
The Marketing EnvironmentTodays market is characterized by highly competitive organizations which are all
vying for consumers loyalty. Firms are faced with the challenge to maintain their own
competitive edge to be able to survive and be successful. Strategies are carefully
planned and executed to gain the ultimate goal of all: company growth. However,
external factors are not the only elements which influence growth. There are also
internal factors, components working within the organization which shape the direction
of the company.
The companys marketing environment influences the business organization
directly. This includes the suppliers that deal directly or indirectly to the people within
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the business organization, the consumers and customers who demand for the products
or services offered by the company, and other local stakeholders who influence the
decision-making process or affected by the business decisions made by the business
firm. As such, the marketing environment of a particular company describes the
relationship between firms and the driving forces that control this relationship who are
members of a specific industry wherein the relationship is local and the firm may
exercise a degree of influence.
PEST Analysis OverviewThe environment we live in can be very volatile. All organization has its
considered internal weaknesses and strengths, but the outside world will also have a
major impact on the organizations future. PEST Analysis is a popular marketing
management tool and method of examining the many different external factors affecting
an organization. The acronym PEST stands for the following: Political, this is the current
and potential influences from political pressures; Economic, the local, national and world
economy impact; Sociological, the ways in which changes in society affect the
organization; and Technological, the effect of new and emerging technology.
Since the company is offering clothing designs for all ages which depend on the
needs and demands of their customers, there are some external factors that the
company must consider in order to stay in the competitive world of business. The
following are some of the factors within the external environment that the management
of the company must consider.
Political (Legal) Aspects
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A company will not be able to gain success, good reputation and trust if it will not
consider legal and political sector as part of their strategy. Political and legal sectors
include the needs of the company to follow the given policies and regulations of the
government in order to be considered as legal and authorized business company. In
this manner, ABC Clothing Company should be able to consider political and legal
aspects so as to show that they value the policies and regulations of the government in
any of the business operations.
- tax policy- employment laws- political stability- environmental regulations- trade and tariff restrictions
Economic AspectsIt is important that a certain company must also give enough attention to its
economic stability. The economic goal of a certain industry is like an axis in which other
objectives or goals are revolving. The economic factor involves the context in which an
industry belongs, i.e. the configuration of the competition in which a company operates
the active demand of the products, general economic condition of the nation or region,
conditions in relation with other industries, and the situation of the resource markets.
- economic stability
- economic growth- interest rates
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- inflation rates- exchange rates
Socio-cultural SectorSociety and culture is an important factor that must be given emphasis by any
business, specifically those who are operating in the global arena. It is important that
the company must operate in compliance with the social systems in order to gain good
reputation and effective public image. On the other hand, cultural aspects is equally
essential, in order to understand the various needs of different individuals that belongs
to different cultures.
- population growth rate- age distribution- career attitudes- consumer behavior-
religion and culture itself
Technological Aspects
The complexities of achieving business success through increased efficiency,
effectiveness and competitiveness, combined with innovative applications of modern
technology, has heightened the awareness of both technology and business managers
towards more strategically oriented approaches for planning and management of any
industry. Hence, it is important that a company must be able to give consideration to the
technological aspects.
- distribution and communication channels
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- technology incentives- automation- rate of technological change- environmental and ecological aspect- barriers to entry- production level- outsourcing decisions
Emphasis on EconomicsThe marketing concept has been defined as the key to achieving organizational
goals and the marketing concept rests on market focus, customer orientation,
coordinated marketing and profitability. In a profit making business the firm obviously
has to try and achieve this level of customer satisfaction as a way of staying ahead of
the competition and making a profit. Traditionally, marketing has been utilized by the
private sector in decisively increasing the capabilities of an organization. Marketing can
be considered as one of the most important element underpinning successful business
creation. The importance of marketing concept incorporates oft-repeated elements such
as: customer orientation; integrated marketing efforts; and resultant profitability.
In marketing operations, the marketing manager must have the ability to
strategically decide the most essential external environment factors to be monitored in
order to sustain the competitive advantage of the company in the future. In the case of
ABC Clothing Company, the marketing manager of the company should give focus on
the economic aspects. As mentioned, economic aspects includes the possible
conditions needed in order to gain competitive advantage within the marketplace.
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Economic sectors include all the possible factors that drive an industry to know where it
belongs such as the condition of its competitors, entire economic situation of the region
and nation in which the company is operating. In this particular case, ABC Clothing
Company is operating in different areas or regions of the world, including Asian market.
In this manner, the marketing manager, should be able to consider economic
sectors in its monitoring to ensure that ABC Clothing Company adheres to all elements
of economic factors of the external environment. Just like what big as well as small
multinational companies that are operating globally. Herein, the marketing manager
should be able to monitor the economic status of a certain country where the company
is currently operating or the economic status of a country in which the company would
plan to operate in the future. It is said that if a country with a good economic status or
which is economically stable, there is possibility to gain more customers which would
avail the quality products offered by the company.
Industry AnalysisCompanies in the industry sell to a few large customers/buyers. Likewise, the
industry also displays an apparent impracticality for customers/buyers to switch from
one source of supply to another. This is reflected by the cost of raw materials as well as
the costs of operations. Moreover, the products offered by companies in the industry are
essentially interchangeable and indistinguishable. The product could also be considered
as a commodity for the retail industry especially in the clothing business. Moreover, the
industry shows that the cost of the product and service represents a relatively large
percentage of the buyers and customers total cost. Nonetheless, the customers could
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if desired backward-integrate specifically by acquiring a company in the industry to
which is included. The following are micro-environmental aspects that are necessary to
consider.
Suppliers PowerMany suppliers provide raw materials to the industry. Moreover, companies in the
industry are not likely to backward-integrate. On the other hand, it could also be posited
that the companies in the industry are the primary source of revenues for the suppliers.
This makes the competition among suppliers more rigid. Likewise, if raw -material costs
get out of line, companies in the industry would be able to have a hard time using a
different type of raw material to produce the product. The industry is also characterized
with the quality and costs of raw materials having a significant impact on the quality and
price of the products and services produced by the industry.
Moreover, the raw materials provided by suppliers are essentially
interchangeable and indistinguishable. The raw materials are essentially commodities.
Likewise, in an industry where loyalty is also considered necessary, there is also the
possibility for the suppliers to forward-integrate.
Rivalry Among CompetitorsCompanies in the industry considered to be diverse in their history and culture
and in how they do business. Moreover, the product/service sold by the industry has low
storage costs or is not perishable. Nonetheless, the industry is experiencing fast market
growth.
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The products offered by companies in the industry are essentially
interchangeable and indistinguishable. It has also been established that the product
provided by the company is a commodity to a major part of its stakeholders. Moreover,
it also shows that there are considerable numbers of large competitors that dominate
the industry.
In the said industry, companies in the industry have high fixed costs and spend a
lot of money on plant and equipment. Likewise, production capacity, to be economically
feasible, must be done in large, expensive increments. Significant barriers as well
hinder companies that want to exit the industry. These include regulations, labor
agreements, costs of closing facilities, and the absence of secondary market for assets.
In addition, it could also be observed that staying in the industry is of great strategic
importance to companies in the industry, probably because they have nowhere else to
go.
Threats of New EntrantsThe economies of scale play a significant role in the cost of produce the product
and service. Companies in the industry have low fixed costs and spend relatively little
on plant and equipment. Moreover, competitors in the industry are not likely to cut their
price to defend their market position. In an industry experiencing fast market growth,
patents, proprietary knowledge, and brand reputation are also considered as barriers for
companies entering the industry.
Threat of Substitute Products
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The price of substitute products is more expensive. This provides the industry a
great following. Moreover, the quality, features and benefits of substitute products are
generally lower.
The Role of Marketing Research in Decision Making ProcessThe structured method of marketing research has enabled countless of
producers and consumers alike to better understand their relationship. Generally, the
role of marketing research in every business environment is to provide information that
are necessary in the decision making processes for the development and benefit of the
company.
There are numerous studies conducted to verify the potential effects of
information in business environment obtained through marketing research. The value of
information in decision making is proven especially in enhancing performance, reducing
uncertainty, and processing business plans. The information collected through
marketing research, may it be qualitative or quantitative in nature is essential in the
overall being of the company.
Furthermore, there are other several experimental studies that have proved that
marketing research is indeed an important element in companies' success formulae.
give evidence that the level of use of marketing research is positively related to
company effectiveness. Every effort exerted in the research process is justified when
the by-product is the optimal performance of the business. In the same way, that more
successful companies carry out marketing research, in sharp contrast t
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