ch2 - marketing environment
TRANSCRIPT
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Chapter 2Marketing•Environment
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Indian Marketing Environment Today
• High Volatility in Indian Market
• Diversity & Convergence
• Catering to Affluent• Poor Markets also
need Marketing• Engaging customers
24X7• Consumer
Communities
• Enhancing Access• Price and value major
Determinants in Consumption Behavior
• New Icons, New Role Models
• Indian Global Brands• Ecological Sensitivity• Word of Mouth- a
strong influence on adoption
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Hallmarks of Marketing Driven Companies
• Innovation• Quality of Products & Services• Global Competitiveness• Customer Centric product design• Product perceived as good value for
money• Opportunity for customer to
individualize the product
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The Marketing Environment and Competitor Analysis
•SWOT analysis•PEST analysis•Five forces analysis
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SWOT analysis• Strengths (internal)• Weaknesses (internal)• Opportunities (external)• Threats (external)
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PEST analysis• Political factors• Economic factors• Socio-cultural factors• Technological factors
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Political/legal• Monopolies legislation• Environmental protection laws• Taxation policy• Employment laws• Government policy• Legislation• Others?
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Economic Factors• Inflation• Employment• Disposable income• Business cycles• Energy availability and cost• Others?
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Sociocultural factors• Demographics• Distribution of income• Social mobility• Lifestyle changes• Consumerism• Levels of education• Others?
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Technological• New discoveries and
innovations• Speed of technology transfer• Rates of obsolescence• Internet• Information technology• Others?
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Source: Adapted from M. E. Porter, Competitive Strategy, Free Press, 1980, p. 4.
Threat ofsubstitutes
Potentialentrants
Threat ofentrants
Suppliers
Bargaining power
Substitutes
Buyers
Bargaining power
COMPETITIVE RIVALRY
Five forces analysis
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Five Forces Analysis: Key Questions and Implications
• What are the key forces at work in the competitive environment?• Are there underlying forces driving competitive forces?• Will competitive forces change?• What are the strengths and weaknesses of competitors in relation to
the competitive forces?• Can competitive strategy influence competitive forces (eg by building
barriers to entry or reducing competitive rivalry)?
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Objectives• Tracking & Identifying Opportunities
in the Macroenvironment• Demographic, Economic, Natural,
Technological, Political, & Cultural Developments
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Macroenvironmental Forces• World trade enablers• Asian economic power• Rise of trade blocs• International monetary crises• Use of barter & countertrade• Move towards market economies• “Global” lifestyles
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Macroenvironmental Forces• Opening of “new” markets• Emerging transnational firms• Cross-border strategic alliances• Regional ethnic & religious conflict• Global branding
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Demographic Environment
Worldwide Population Growth
Population Age Mix
Ethnic Markets
Household Patterns
Educational Groups
Geographical Shifts in Population
Shift from Mass Market to Micromarkets
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Economic Environment
Income DistributionSubsistence economies
Raw-material-exporting economies
Industrializing economies
Industrial economies
Savings, Debt, & Credit Availability
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NaturalEnvironment
Higher PollutionLevels
Increased Costsof Energy
Shortage of Raw Materials
Changing Roleof Government
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Accelerating Paceof Change
Unlimited Opportunitiesfor Innovation
IncreasedRegulation
Issues in the TechnologicalEnvironment
VaryingR & D Budgets
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Political-Legal
Environment
IncreasedLegislation
Special-InterestGroups
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Social/Cultural Environment
OfOrganizations
OfNature
OfOneself
OfSociety
Ofthe Universe
OfOthersViews
That ExpressValues
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Social/Cultural Environment
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Review• Tracking & Identifying Opportunities
in the Macroenvironment• Demographic, Economic, Natural,
Technological, Political, & Cultural Developments