Strategic Marketing T2 PDF

Facultad de Comercio, Turismo y Ciencias Sociales “Jovellanos” STRATEGIC MARKETING T2 1 T2 Marketing Environment TOC 2.1 Microenvironment 2.2 Macroenvironment 2.3 Environ...

Facultad de Comercio, Turismo y Ciencias Sociales “Jovellanos” STRATEGIC MARKETING T2 1 T2 Marketing Environment TOC 2.1 Microenvironment 2.2 Macroenvironment 2.3 Environment 2 1  2.1 ENVIRONMENT I’ve said it before: Marketing is around you 3 2.1 Environment The marketing environment includes the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with customers 4 2  2.2 MICROENVIRONMENT I’ve said it before: Marketing is around you 5 2.2 Microenvironment 6 3  2.2 Microenvironment Internal environment: – Top Management sets the company’s mission, objectives, broad strategies and policies – Finance finds and allocates funds to implement the marketing plan – R&D designs safe and attractive products – Purchasing gets supplies and materials – Operations produces the desired quality and quantity of products – Accounting provides measures of costs and revenues 7 2.2 Microenvironment Suppliers: – Provide resources needed to produce goods and services. – Important to watch out for supply availability, shortages or delays. – Monitoring price trends of key inputs. 8 4  2.2 Microenvironment Intermediaries: – Firms that help promoting, selling and distributing to final buyers. Resellers: wholesalers and retailers Physical distribution firms: warehousing and transportation Marketing services agencies: market research, advertising, promotion… Financial intermediaries: banks, credit companies, insurance 9 2.2 Microenvironment Customers: – Consumer markets – Business markets – Reseller markets – Institutional / Government markets – International markets 10 5  2.2 Microenvironment Competitors: – Analysis of competitors is one of the keys to understand the success of a company. – Positionings against competitors’ offerings. 11 2.2 Microenvironment Publics: – Financial publics: banks, investment houses, stockholders – Media publics: newspapers, magazines, radio and tv stations – Government publics: lawyers and officials – Citizen action publics: consumer organisations, environmental groups… – Local publics: neighboorhod residents, community organisations – General publics: public image – Internal publics: workers, managers, volunteers, board of directors 12 6  2.3 MACROENVIRONMENT I’ve said it before: Marketing is around you 13 2.3 Macroenvironment 14 7  2.3 Macroenvironment Demographic environment: – Involves people… and markets are made of people. – Important to track: Population growth trends – Global: 1,2 % annual rate (India, China, Pakistan, Bangladesh, Nigeria and the US account for half that growth). – Europe is decreasing. Changing age structure: – Number of births – Life expectancy – Life quality Changes on the family composition: – From the ideal family (2P2C) to new situations 15 2.3 Macroenvironment Economic Environment: – Factors affecting purchasing power and spending patterns. – Europe is a single market for more tan 20 years (Euro introduction) – Income : Consumers spend more rationally during recessions Consumers spend more liberally during expansive periods. – Income distribution: Upper segments are less susceptive to economic downturns Upper segments are the target for luxury products Middle segments can afford good life some of the time Lower segments stick to basics: food, clothing and shelter – Changing consumer spending patterns: Engel’s law. 16 8  2.3 Macroenvironment Natural environment: – Growing shortages of raw materials – Increased cost of energy – Increased pollution and climate change – Government intervention in natural resource management 17 2.3 Macroenvironment Technological environment: – One of the most dramatic forces shaping our destiny. Fast pace of technology change Increased regulation Cultural environment: – Persistence of cultural values – Shifts in secondary cultural values 18 9  2.3 Macroenvironment Political environment: – Laws, government agencies and pressure groups that influence and limit various organisations and individuals in a given society. – Types of influence: Legislation that affects business. Increased emphasis on ethics and socially responsible actions. 19 2 CONCLUSION Getting to a certain point 20 10  2 Conclusion The Marketing Environment is not uncontrollable. A proactive approach is of interest: – Trying to influence legislation – Trying to get press coverage – Keeping competitors in line – Partnering to better control distribution channels 21 11