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Reading 2: The Marketing Environment Marketing Environment - Coggle Diagram
Reading 2: The Marketing Environment
Micro-Environment (Internal)
Customer Markets
Consumer
Business
Reseller
Government
International
Marketing Intermediaries
Distribute/Sell/Promote
Suppliers
Competitors
Direct
Substitutes
New Entrants
Publics
Financial Organisations
Media
Government Organisations
Consumer groups
Local Communities
Activists
General Public
Macro-Environment (External)
STEEPLE/PESTLE
Social Factors
Technological Factors
Economic Factors
Environmental Factors
Legal Factors
Ethical Factors
Competitive Advantage
Superior Value
Cost Leadership
Economies of Scale
Differentiation
Focus (Niche)
Competitive Positions/Differential Advantage
Know Competitors
5 Forces Model
Consumer Bargaining Power
New Entrant Threat
Supplier Bargaining Power
Substitute Threat
Industry Rivalry
Threats differ in different market
Strategic Objectives/Strategic Focus
Marketing Penetration
Product Development
Market Development
