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The Marketing Environment (The Micro Environment (Customers (Consumer…
The Marketing Environment
The Micro Environment
Focuses on groups of stakeholders and audiences in the organisations immediate environment
Customers
Consumer Markets
Business Markets
Reseller Markets
Government Markets
International Markets
Marketing Intermediaries
Many organisations use a TP company to help distributing, selling or promoting and organisations goods and services to customers
Suppliers
Vital to the business running smoothly
Relationships are very important
Competitors
Direct Competitors (same or similar product or service)
Substitutes (satisfy needs through alt means)
New Entrants (offer enhanced goods or services)
Publics
TV and Radio
Government organisations
Consumer groups
Local communities
Activitists
Competitive Advantage
Cost Leadership (Eg RyanAir)
Differentiation (distinguishing offering from competitors in some way that is important to customers)
Focus (specialising to serve a niche market segment)
The Macro Environment (STEEPLE)
Ethical Factors (heightened awareness of social and environmental impact of some business activities)
Legal Factors (taking opportunity when a legal change presents the opportunity. Eg data protection companies when DPA came into force
Political Factors (changes within local gov or national gov which affect a business directly or indirectly
Environmental Factors (complying with increasing recycling and green campaigns)
Economic Factors (affordability, no contract gyms etc)
Technological Factors (tech advantages can change marketplace quickly eg 3D printing)
Social Factors (lack of time or awareness)