Please enable JavaScript.

Coggle requires JavaScript to display documents.

Principles of Marketing (Strategic Planning: The strategic planning…

- - - - SWOT analysis:
        
        ${20D77899-1C16-4709-8C91-B1B3126EA755}_20200225212656$
        
        Analyzing the external environment:
        A. tracking conditions in the marketplace that, although largely
        uncontrollable, affect the way an organization does business.
        b. competition, the economy, cultural and social trends, political and legal
        regulations, technological changes, and the price and availability of natural resources.
        
        The Competitive Environment
        ——Competitive Analysis
        
        direct competitors (competitive rivals)
        
        Substitute products
        
        Potential entrants (new competitors) in the marketplace
        
        The bargaining power of suppliers
        
        The bargaining power of buyers
        
        Political and Legal Environment
        
        Economic Environment
        
        Social and Cultural Environment:
        social trends, demographic characteristics, beliefs and values
        
        Technology
        
        Natural Resource
        Green marketing involves marketing environmentally safe products
        and services in a way that is good for the environment.
        
        Assessing the Internal Environment
        such as its financial resources, technological resources,
        and the capabilities of its personnel and their performance
        
        c.f.
        take away the company, organization, or individual and see if the factor still exists.
  - - - export
      - license
        sell the right to use some aspect of their production processes, trademarks, or
        patents to individuals or firms in foreign markets.
      - franchise
        a longer-term form of licensing
        Franchisees pay a fee for the franchise and must adhere to certain standards; however,
        they benefit from the advertising and brand recognition the franchising company provides.
      - Contract manufacturing
      - Joint ventures combine the expertise and investments of two companies and help companies enter
        foreign markets.
      - Direct investment (owning a company or facility overseas)