Unit 3_A Environment Scanning Micro 2 PDF

The Marketing Environment 1 Objectives The Company’s Microenvironment The Company’s Macroenvironment Responding to the Marketing Environment 2 2...

The Marketing Environment 1 Objectives The Company’s Microenvironment The Company’s Macroenvironment Responding to the Marketing Environment 2 2 1  Case Study 4 4 Case Study: Microsoft ￮ Even by 2000, personal computers were the engine driving the tech industry. Microsoft was the dominant company, as its Windows operating system and its Office productivity suite were installed on nearly all computers sold. Then, the new digital devices and technologies drastically changed the high-tech marketing environment. iPods and smartphones led to e-readers, tablets, and Internet-connected TVs and game consoles. The problem for Microsoft is that most of these devices don’t use its old products. 5 5 2  Case Study: Microsoft ￮ Microsoft lagged in the digital environment, a position with which it was not familiar. To recover its leadership position, Microsoft is working to become a full-line digital devices and services company that connects people to communication, productivity, entertainment, and each other. In addition to introducing versions of Windows for digital devices, a new game console, an innovative tablet, and a number of digital and cloud services, Microsoft ensures that their products work together to deliver a full digital experience. 6 6 Case Study: Microsoft ￮ In another major change, Microsoft now does its own hardware development rather than relying on partnerships with companies such as Dell, HP, and Nokia. Microsoft is putting $1.5 billion in marketing support for these changes. The company is faced with changing customer perceptions of it as a PC software company, and accomplishing this change is challenging. To regain a leadership position in high tech, Microsoft must adapt, and even lead, the quick changes required in this industry and marketing environment. 7 7 3  Discussion ￮ What do you believe Microsoft does uniquely well? ￮ How and how well has Microsoft anticipated and even shaped new demands in the changing marketing environment? ￮ What appear to be Microsoft’s unique strengths in analyzing the marketing environment? ￮ How have changes in the marketing environment created opportunities and threats for Microsoft? ￮ What sort of impact did the actors and forces mentioned have on Microsoft and how did the company respond? What did they do differently afterwards? 8 8 The Marketing 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 9 9 4  Environment Scanning ￮ When examining external opportunities and threats, the marketing managers must analyze aspects of the marketing environment. ￮ This process is called environmental scanning. 10 10 Environment Scanning (Cont.) The collection and interpretation of information about forces, events and relationships in the external environment that may affect the future of the organization or the implementation of the marketing 11 11 5  The Company’s Microenvironment Actors close to Suppliers the company that Marketing intermediaries affect its ability to serve: Customers Competitors Publics 12 12 The Company’s Microenvironment ￮ Marketing Environment ￮ Macroenvironment consists of the larger societal forces that affect the microenvironment ￮ Demographic ￮ Economic ￮ Natural ￮ Technological ￮ Political ￮ Cultural 13 3-6 13 6  The Company’s Microenvironment Company Suppliers Intermediaries Marketing Competitors Publics Customers 14 14 The Company’s Microenvironment The Company ￮ Internal environment includes: ￮ Top management ￮ Finance ￮ R&D ￮ Purchasing ￮ Operations ￮ Accounting 15 3-8 15 7  The Company’s Microenvironment Suppliers ￮ Provide the resources to produce goods and services ￮ Treated as partners to provide customer value http://www.loreal.com/suppliers 16 16 The Company’s Microenvironment Marketing Intermediaries ￮ Help the company to promote, sell, and distribute its products to final buyers ￮ Include: ￮ Resellers ￮ Physical distribution firms ￮ Marketing services agencies ￮ Financial intermediaries 17 17 8  The Company’s Microenvironment Marketing Intermediaries ￮ Resellers are the distribution channel firms that help the company find customers or make sales to them ￮ Include: ￮ Wholesalers ￮ Retailers https://aws.amazon.com/partners/ 3-11 18 18 The Company’s Microenvironment Marketing Intermediaries ￮ Physical distribution firms are the distribution channel firms that help the company to stock and move goods from their points of origin to their final destination 19 3-12 19 9  The Company’s Microenvironment Marketing Intermediaries ￮ Marketing service agencies are the marketing research firms, advertising agencies, media firms, and marketing consulting firms that help the company target and promote its products to the right markets. lifting the profitability of its 20 commercial vehicle business 3-13 20 The Company’s Microenvironment Marketing Intermediaries ￮ Financial intermediaries include banks, credit companies, insurance companies, and other businesses that help finance transactions or insure against the risks associated with the buying and selling of goods 21 21 10  The Company’s Microenvironment Competitors ￮ Firms must gain strategic advantage by positioning their offerings against competitors’ offerings 22 22 The Company’s Microenvironment Publics ￮ Any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives ￮ Financial publics ￮ Media publics ￮ Government publics ￮ Citizen-action publics ￮ Local publics ￮ General public ￮ Internal publics 23 23 11  The Company’s Microenvironment Publics ￮ Financial publics influence the company’s ability to obtain funds—banks, investment houses, and stockholders ￮ Media publics carry news, features, and editorial opinion—newspapers, magazines, and radio and television stations ￮ Government publics influence product safety and truth in advertising 24 24 The Company’s Microenvironment Publics ￮ Citizen-action publics include consumer organizations, environment groups, and minority groups ￮ Local publics include neighborhood residents and community organizations ￮ General publics influence the company’s public image ￮ Internal publics include workers, managers, volunteers, and directors 25 25 12  Customers ￮ Customers are the most important actors in the company’s microenvironment. ￮ The aim of the entire value delivery network is to engage target customers and create strong relationships with them. ￮ The company might target any or all of five types of customer 26 26 The Company’s Microenvironment Customers ￮ Consumer markets consist of individuals and households that buy goods and services for personal consumption ￮ Business markets buy goods and services for further processing or for use in their production process 27 3-15 27 13  The Company’s Microenvironment Customers ￮ Reseller markets buy goods and services to resell at a profit ￮ Government markets buy goods and services to produce public services or transfer goods and services to others who need them ￮ International markets consist of buyers in other countries including consumers, producers, resellers, and governments 28 28 Thank you! 29 29 14