Marketing Environment:
Introduction:
No business operates in a vacuum; any organization is surrounded by laws and liabilities, pressure groups and public bodies, customers and competitors.These are part of the marketing
environment that the organization works within, and since marketing is at the interface between the organization and the outside world,dealing with this environment is a major part of the marketer's work. A company's marketing environment consists of the factors and forces outside marketing that affect marketing management's ability to build and maintain successful relationship with target customers.Marketing environment is that which is external to the marketing management functions, largely uncontrollable,potentially relevant to marketing decision making and challenging and / or constraining in nature . - Cravens this means that the marketing policy of a business should be viewed as operating within a complex and rapidly changing environment .These external factors must be monitored and respondent to effectively , if the organization is to meet its goals.
The Marketing Environment:
The marketing environment represents a complex array of threats and opportunities for the organization, and can sometimes seem difficult to categories. Generally speaking, the marketing environment can be divided into two areas:the external environment and the Internal environment .The external environment is concerned with every thing that happens outside the organization, and the internal environment is concerned with those marketing factors that happen within the organization. After organizations concentrate far more attention on the external environment than on the internal environment ,but both are of great importance. The two basic approaches to dealing with environmental forces reactive and proactive. There active manager regards environmental factors as being uncontrollable, and will therefore tend to adjust marketing plans to fit environment changes.Proactive managers look for ways to change the organization's environment in the belief that many, even most, environmental factors can be controlled, or at least influenced in some way.
The External Environment:
The external environment consists of two further divisions :factors close to the organization , and those factors common to society as a whole .Micro-environment factors include things such as the customer base, the location of the company's warehouses, or the existence of a local pressure group that is unsympathetic to the business.Some micro environmental factors overlap into the internal environment.The macro-environment includes factors such as government legislation,foreign competition , exchange rate fluctuations or even climatic changes.
Situational Analysis:
An organization need to know where they stand now if they are to the able to decide where they are going.This analysis will involve examining the internal state of health of the organization, and the external environment within which it operates.
SWOT Analysis:
A company may use SWOT analysis to take stock of the film's internal position SWOT stands for strengths, Weakness opportunities and threats.Strengths and weaknesses are factors which are specific to the firm;opportunities and threats arise from the external environment.SWOT analysis is a tool for auditing an organization and its environment .It the first stage of planning and helps marketers to focus on key issues. A threat might be turned into an opportunity:a competitor's new technological breakthrough might lead us to consider a takeover bid, for example, or new legislation might provide a loophole which we can exploit while our competitors have to abide by the new rules.
Step:
(Socio-cultural, Technological,Economic, and political) analysis is a useful way of looking at the external environment, it is also sometimes written as PEST (political Economic, Socio-cultural, and Technological ) factors.
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