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The Marketing Environment - Coggle Diagram
The Marketing Environment
Micro Environment
Key Stakeholders
Most Important
Customers
Markets
Consumer
Business
Reseller
Government
International
Marketing Intermediaries
Organisation's Customers
Distribute
Sell
Promote
Suppliers
Resources
Inputs to...
Organisation Offerings
Competitors
Direct
Similar Offering
Substiutes
Alternative
New Entrants
Enhancement
Publics
Financial Organisations
Media
Government
Consumer Groups
Activists
Local Communities
General Public
Macro Environment
External Forces
Societal Change
Innovation Opportunity
e.g. Hello Fresh
Technological Factors
Strategic Window
e.g. 3D Printers
Economic Conditions
Stimulate Innovation
e.g. Budget Fitness
Environmental Factors
Challenge/Innovation
Political
Legal Changes
Strategic Window
e.g. Data Protection Act
Ethical
STEEPLE
Competitive Advantage
Distinct Superior Value
Michael Porter (2004)
Cost Leadership
Lowest Cost
Focus
Niche
Differentiation
See Model pg.24
Strategic Objectives & Focus
Ansoff (1987)
Growth Matrix
PG 27
Competitive Positions/Differential Advantage
Michael Porter (1979 & 2008)
Five Forces Model pg. 25
Higher Profit
Less Vulnerable
Industry Structure
Understanding
Competition Drivers
Industry Structure
Profitability
NOT
Maturity, Tech, Regs
Differential Advantage (Dibb et al 2016)
Brand, product, service attribute
Customer desirability
One supplier only
Unique Edge
Competitive Advantage
Relative Positioning to Competitiors
Porter (2004)
Cost Leadership
Differentiation
Focus