As climate change gets worse this will only become a bigger problem. Strengths can be assessed by company department, such as the marketing department or finance department. Megatrends Most of the forces discussed here will only affect certain segments of consumers and businesses. In other words, people are the driving force for the development of markets. Companies must discover the best mix of production for the purpose of productive usage of the accessible assets.
The marketer would gather information to determine whether older Americans have the Internet, and how often they use it. Suppliers provide resources and raw material that company requires to produce the goods and services. Public : General public do take interest in the business undertaking. For example during downturns, car manufacturers observe decline in their profit margin and in order to remain in the market they had to cut down their prices and offer low interest rates while financing. In summary organisations must be able to offer products and services that aim to complement and benefit people's lifestyle and behaviour.
. The trends of the natural environment are becoming quite important since few years like 01- The industrial expansion has seriously affected the raw materials by creating their shortage. There are two ways to look at marketing strategies: from a microscope or from an airplane. This environment includes the sales department, marketing department, the manufacturing unit, the human resource department, etc. So they chose intermediaries to sell their products. For example, establishing multiple resource streams so production is not completely shut down in case of a disaster. For example the Internet is having a profound impact on the marketing mix strategy of organisations.
The delivery of superior value to the customers is made possible through the useful linkage of the suppliers. The wider and broader set of economical conditions is known as macro environment. Other important factors are the ethnic diversity that provides new opportunities, as well as urbanisation. Otherwise, the products will soon be outdated, and the company will miss new product and market opportunities. An example of demographic information: A company is considering adding a teen line to their existing line of clothing.
How does a company prepare for macro environmental factors? However, we must understand that not all the industries are affected negatively with the changes in economy. Demographic variables help marketers analyze the market, because changes in demographic characteristics have a bearing on the way people live, spend their money and consume. They buy products based on many different factors. Examples of Threats are: 1. The firm has to come up with alternative programmes and strategies in line with environmental realities. Eg: In India, we have distinctive cultural groups like Kashmiris, Punjabis, Assamese, and so forth.
Would the restaurant be successful? An example of natural information: A car company has invented a totally electric car. As we have seen, the company is surrounded by a complex environment. They also must have accurate demographic information. However, in an economic expansion, job security makes people more willing to spend their disposable income. That shift to the Internet resulted in new consumer needs and wants, opening the door for smart companies to take advantage of that opportunity. Successful companies know the vital importance of constantly scanning and adapting to the changing environment.
It is clear from the list above that political factors often have an impact on organisations and how they do business. This means that they should contribute to supporting the environment, for instance by using renewable energy sources. Several firms offer social-cultural forecasts. By focusing on a particular segment, the company can learn the needs and wants of that individual market. If a differentiation strategy works, a company could charge a premium for its product.
The top management is responsible for framing broad policies. These opportunities can be due to market growth or changes in lifestyle or cultural situations, the key is for the company to take advantage of these opportunities. The Macro Environment consists of 6 different forces. Environmental concerns have grown steadily in recent years. Social Factors: These factors focus on the social environment and identify emerging trends. The micro-environments are the departments in the company that affect marketing and sales.
Legal needs to be complied with whereas Political may represent influences, restrictions or opportunities, but they are not mandatory. Socio-cultural forces refer to the attitudes, beliefs, norms, values, and lifestyles of individuals in a society. The product manager has to use it proficiently. Major changes in ethnicity are critical to identify. However, these are all merely variations on a theme. A new type of machinery, computer chip, or product created through research and development can help a company stay modernized and ahead of the market curve.
I suggest that the internal marketing environment should be the following as follow; 1 product 2 price 3 place 4 promotion 5 peoples element 6 process management 7 physical evidence 8 boards of directors 9 organizations structure and culture 10 organizations strengt and weakness 11 leadership and power 12 strategic intent and directions 13 authority and motivation 14 human resources 15 company image 16 financial strength 17 production capability 18 research and orientation. For instance, a company should never start exporting to a country before having examined how much people will be able to spend. These factors or forces influencing marketing decision-making are collectively called marketing environment. This process includes gathering, filtering and analyzing information related to the marketing environment. Technology has created a society which expects instant results. A marketing department would usually need to have a different strategy for each segment. The macro environment consisting of wider societal authorities, and the micro environment which incorporates the influences related to a company, together form the general marketing environment of a company.