Please enable JavaScript.
Coggle requires JavaScript to display documents.
The marketing Environment (macro environment (environmental (recycling,…
The marketing Environment
macro environment
political
changes in political parties
economic
environmental
recycling
fuel efficient methods
social
ethical
ethical certification (FSC)
legal
changes in laws
technological
innovations
take advantage of strategic windows
Micro- environment
customers
consumer markets
business markets
reseller markets
government markets
international markets
suppliers
RM, components, FG
vital relationships (partners)
publics
general
internal (employees)
media
citizen-action
government
local (neighborhood)
financial
marketing intermediaries
selling
retailers, agents, dealer
promoting
advertising agencies
media
market research agencies
distribute
hauliers, resellers, wholesalers
competitors
direct- offer similar goods
substitutes
new entrants
competitive advantage
(Porter,2004) strategies to achieve this
differentiation
niche
focus
niche
cost leadership
lower cost provider, broad target
Porters 5 forces model
threat of substitutes
bargaining power of customers
bargaining power of suppliers
industry rivalry
threat of new entrants
strategic objectives
Ansoff growth matrix
market development
present product, new market
diversification
new product, new market
product development
new product, present market
Market penetration
present market, present product
focus on stakeholders that affect firms in the immediate environment
Any group that has an interest in a firms ability to achieve its aims
range of external forces that affect a firm
STEEPLE
to offer distinct superior value over competitors
tool to decide upon its competitive advantage to support its strategic objectives
