Analyzing Marketing Environment. ENVIRONMENT. Macro Environment. Micro Environment. Internal Environment. Financiers Suppliers Customers Competitors Public Mktg Intermediaries. Mission / Objectives Management Structure Internal Power Relationship Physical Assets & facilities.
Mission / Objectives
Internal Power Relationship
Physical Assets & facilities
The analysis consists of four steps:
Examples: good reputation among customers, resources, assets, people, : experience, knowledge, data, capabilities
Example: gaps in capabilities, financial, deadlines, morale, lack of competitive
Examples: unfulfilled customer need, arrival of new technologies, loosening of regulations, global influences, economic boom, demographic shift
Examples: shifts in consumer tastes, new regulations, political or legislative effects, environmental effects, new technology, loss of key staff, economic downturn, demographic shifts, competitor intent; market demands; sustaining internal capability; insurmountable weaknesses; financial backing
Intensity of competitive rivalry: the intensity of competitive rivalry is the major determinant of the competitiveness of the industry.