The Marketing Environment (STEEPLE Social Technological Economic …
The Marketing Environment
Distribute, selling, promoting goods and services.
HAULIERS, RESELLERS - (Such as wholesalers, agents retailers).
Resources (raw materials) Treated like partners, Power imbalance, cost could increase with poor relations, disruptions or shortage
Media reporting, government and general public Dibb et al.. 2016
Substitutes - satisfy customer by alternative means
New Entrants - New with enhanced ability
Monitor to safeguard the business
Customers KOTLER & ARMSTRONG 2016
Consumer - goods/services for personal consumption
Business - goods/services use on operations or manufacturing
Reseller - reselling for profit
Government - Goods/services purchased by government for delivery of public services
International - Buyers from other countries who preceding the four types above
Kotler & Armstrong 2016
Define the PUBLIC as any group that has an actual or potential interest in or impact on an organisation ability to achieve its objectives.
Strategic windows of opportunity
Changes in the economy
Changes in political parties. Changes in legislation
Social and environmental offerings
How business conduct themselves (i.e. how do the beans get to Starbucks?).
Cost Leadership - Lowest-cost provider through economy of scale
Differentiation - Distinguished offering that is a superior offer
Focus - Specialising on a niche in the market
Strategic objective and strategic focus
ANSOFF GROWTH MATRIX 1987 p.109
Market Penetration - Growth through increased market share for present market products
Product development - Creation of new products in the existing market
Market Development - seeking new markets to existing products
Diversification - Creating a new product for new markets