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Marketing Environment (Micro-Environment (Stakeholders in the micro…
Marketing Environment
Micro-Environment
All those other organisations and individuals that, directly or indirectly, affect the activities of the organisation”(Sharp, 2013, p. 185)
https://youtu.be/5AsNNPh32oc
The Market:
Define: what business are we in? What core benefits do
we provide? How is the industry structured?
Stakeholders in the micro-environment
Organisation
Customers
Customers can be actual (who you have now) or potential (who you might have in the future)
Major customer groupings:
– Consumer markets (B2C)
– Business markets (B2B)
Shareholders
Organisations have an obligation to those who “own” the
company:
To maximise the return on the shareholders’
investment
Community
Any local non-governmental organisations
Have the ability to mobilise public opinion towards a firm:
– In favour
– In opposition
Value Chains
May be many suppliers connected in a chain
Suppliers
Suppliers provide inputs to the business
E.g. raw materials, equipment, resources
Need for close relationship with suppliers
Increased collaboration = competitive advantage
Pressure Groups
I
ntermediaries
Marketing intermediaries help an organisation to promote, sell and distribute its goods to final buyers. T
hey include
– Resellers / distributors / retailers
– Physical distribution firms
– Marketing services agencies
– Financial intermediaries
Government
Other customers
Competitors
An alternative provider of the offer sought by the market
Who are the competitors?
Direct (similar product)
Indirect (same need,different product)
Monitoring and Responding to Change
The marketing environment must be continuously monitored in order for an
organisation to plan ahead.Evans, M. (1988). Marketing intelligence: Scanning the marketing environment.
Marketing Intelligence and Planning 6(3), 21-29.
Environmental Scanning (Evans, 1988)
“An early warning system for the environmental forces which may impact a company’s products and markets in the
future”
“Scanning enables a company to act rather than react to
opportunities and/or threats”
Should be long-term (future)
SWOT analysis
Part of the marketing planning process
“a framework for assessing an organisation and its marketing environment” (Sharp, 2013, p.206)
Internal
– Strengths
– Weaknesses
External
– Opportunities
– Threats
What does a good trend analysis look
like?
Trends
What has previously happened?
What might happen in the future?
This requires ANALYSIS
So what?
Based on the SW, what does this mean?
What are the implications to the company? (OT) :
This requires Evaluation
Now
Consider what is currently happening
This is
DESCRIPTIVE
https://youtu.be/2o3I3tDJy5k
The individuals, organisations and forces external to the marketing management function of an organisation that impinge on the marketing management’s ability to develop and maintain management’s ability to develop and maintain successful exchanges with customers. (Sharp 2013, p. 185)
Major components:
Micro-environment (close to the organisation)
• Macro-environment (more distant)
• Internal environment (within the organisation)
Internal-Environment
“Components of an organisation, such as the employees, physical tools and communication methods, which affect corporate culture” (Sharp, 2013, p.185)
– Marketing department itself
– Relationship of marketing to other business functions
Employees
Source of a company’s success
– Building customer commitment
– Increasing customer willingness to pay
– Improving level of customer satisfaction
Employee job satisfaction is related to customer satisfaction
Successful employee relations = competitive advantage
https://youtu.be/Sak9if91g-A
Macro-Environment
“The larger, wider forces that have influence over
companies and economies” (Sharp, 2013, p.185)
– Political/legal
Laws, government agencies and pressure groups that influence and limit various organisations and individuals in a given society
– Legislation regulating business
Australian Competition and Consumer Commission
(ACCC): CCA - Competition and Consumer Act (2010)
Ethics and corporate social responsibility
– Economic
Factors that affect consumer buying power and spending
patterns
Inflation
– Interest rates
– Employment levels
– Income
Disposable
gross less taxes and deductions such as super
Discretionary
– disposable less cost of fixed expenses such
as rent, food, basic clothing
– Social/cultural
Demography is the study of human populations in terms of size, density, location, age, sex, race, occupation, and other statistics
What are the trends of the population(s) where you (the marketer) or anyone in your microenvironment exist or operate. For example; For example;
– Changing age structure of population
– Changing household
– Geographic shift in population
– Better educated and more white-collar population
– Increased ethnic diversity
Institutions and other forces that affect society’s basic
values, perceptions, preferences, and behaviours.
People grow up in a particular society that shapes their basic beliefs and values. They absorb a world view that defines their relationships to themselves and others
The following cultural characteristics can affect marketing
decisions:
– Persistence of cultural values
– Subcultures
– Shifts in secondary cultural values
– Technological
Forces that affect new technologies, creating new
product and market opportunities
New products
– New manufacturing possibilities
– New ways to communicate with customers
– New ways to distribute goods and services
– Natural
Natural resources that are needed as inputs by marketers
or which are affected by marketing activities
– shortages of raw materials
– increased cost of energy
– increased pollution
– government intervention in natural resource
management
https://youtu.be/3ndrkvE6T1Q
https://youtu.be/u23zDygyNXE
https://youtu.be/AJb_0AY8vII
