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The Marketing Environment (Competitive advantage (Cost leadership,…
The Marketing Environment
Macro
PESTLE
Political
Changes in political parties governing the state, membership of trading groups
Environmental
Complying with increasing environmental safety regimes
Social
Lack of time, pressures of work, unhealthy eating
Technological
Legal
new legislation
Economical
Changes in the economy, low cost alternatives
Ethical
offering products with certain certifications
Micro
Customers
Consumer markets
Business markets
For use in their own busines
Reseller markets
Government markets
International markets
Marketing intermediateries
Distributing/selling/promoting
physical distributors/ hauliers, resellers, retailers, wholesales, brokers, consultants, advertisers, market research
Competitive advantage
Cost leadership
Differentiation
Focus
Competitive Positions and advantage
Positioning in relation to competitors
Consider obvious competitors
Consider new competitors coming into the market with new ideas
Consider other competitive forces of customers and suppliers.
Strategic objectives and focus
Ansoff growth Matrix
Market penetration
Product development
Market development
Diversification
Present
Present
New
New