B.Sc. Management Specialization Degree Programme

Transcript:B.Sc. Management Specialization Degree Programme:
B.Sc. Management Specialization Degree Programme Part II 1st Semester 2014 Department of Marketing Management Faculty of Management Studies & Commerce University of Sri Jayewardenepura Analyzing the Marketing Environment Session Outline The Company’s Microenvironment The Company’s Macroenvironment Demographic Environment Economic Environment Natural Environment Technological Environment Political and Legal Environment Cultural Environment Responding to the Marketing Environment The Marketing Environment The actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers. Analyzing Methods of Environment Internal & External Environmental Analysis Micro & Macro Environmental Analysis Marketing Environment External Environment Internal Stakeholders External Stakeholders Forces Internal Environment Analyzing Methods (Cont.) Marketing Environment Macro Environment Internal Stakeholders External Stakeholders Forces Micro Environment Analyzing Methods (Cont.) The Company’s Microenvironment The actors close to the company that affect its ability to serve its customers – the company, suppliers, marketing intermediaries, customer markets, competitors and publics. Actors in the Microenvironment Actors in the Microenvironment The company Top management, finance, R&D, purchasing, operations and accounting. Affect the marketing department’s plans. Suppliers Provide resources needed to produce goods and services. Important link in the “value delivery system”. Marketing intermediaries Help the company to promote, sell, and distribute its goods to final buyers. Competitors Those who serve a target market with similar products and services. Company must gain strategic advantage against these organizations. Publics Groups that has an actual or potential interest in or impact on an organization's ability to achieve its objectives. Seven Types of Publics. Actors (Cont.) Actors (Cont.) Customers Customers are the most important actors in the company’s micro environment. Five Types of Markets 1. Consumer markets 2. Business markets 3. Reseller markets 4. Government markets 5. International markets The Company’s Macroenvironment The larger societal forces that affect the microenvironment - demographic, economic, natural, technological, political and cultural forces. Major Forces in the Company’s Macroenvironment Fads, Trends and Mega Trends Fad - Unpredictable, short-lived, and without social, economic, and political significance. Trend - A direction or sequence of events with momentum and durability. Trends are more predictable and durable than a fad; trends reveal the shape of the future and can provide strategic direction. Megatrend - Large social, economic, political, and technological changes (that) are slow to form, and once in place, influences us for some time between seven and ten years, or longer. Demographic Environment Demography is the study of human populations in terms of size, density,