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The Marketing Environment - Coggle Diagram
The Marketing Environment
Micro environment
Suppliers
Competitors
Direct
Substitute
New entrant
Customers
Consumer markets - goods and services purchased for personal consumption
Business markets -goods and services purchased by businesses for use in their operations/manufacturing
Reseller markets - goods and services purchased for reselling at profit
Government markets - goods and services purchased by government for delivery of public services
International markets - goods and services purchased by buyers in other countries who may be any of the 4 types of buyers (customers) from below
Marketing intermedaries
Publics
Macro environment
Technological environment
Legal environment
Economic environment
STEEPLE
Political
Sociological
Ethical
Environmental
Competitive advantage
Cost leadership - lowest cost provider through economies of scale and sizeable market share
Differentiation
Focus
Michael Porters five forces
Threat of new entrants
Industry rivals
Bargaining power of customers
Bargaining power of suppliers
Threat of substitutes
Differential advantage
Strategic objectives