Prepared

By,

KrishnaKumar SN

Arun Prasad N

Presentation

On,

Scanning the Marketing

Environment

What is environment?

Environment is the outside

the organization. It is the

sum-total of external factor

within which the enterprise

operates.

What is scanning the

marketing environment?

Environmental scanning can be

defined as the study and

interpretation of the political,

economic, social & technological

events & trends which influence a

business, an industry or even a

total market.

Opportunities Threats

Environment offers both

opportunities & threats to a

company

The environment may be

grouped in to two parts.

Micro environment

Macro environment

Micro Environment

Area inside a company.

Affects the marketing department

planning strategies.

All department must “think

consumer” & work together to

provide superior customer value &

satisfaction.

Micro Environment

Micro Environment

Organization internal environment

Suppliers

Customers

Competitors

Marketing intermediaries

Micro Environment

Public

1. Financial publics

2. Media publics

3. Government

4. Citizen-action publics

5. Local publics

6. General publics

7. Internal publics

Macro Environment

Macro environment forces are

those which lie outside the firm

and which exist generally in the

surrounding environment.

It is made up of uncontrollable

factor.

The firm has no power to control

over them.

Macro Environment

Macro Environment

Demographic forces : It is the study of human population in terms of

Size

Density

Age

Sex

Occupation

Marital status

Literacy

Income

Macro Environment

Economic forces : There are two

elements in market.

1. People

2. Purchasing power

Macro Environment

Marketers study the following

factors and trends under

economic environment :

Changes in real-income level.

Changes in income distribution as

well as average income.

Changing consumer expenditure

pattern.

Macro Environment

Changes in major economic variables such as cost of living, interest rates, and savings and borrowing patterns which have a large impact on the markets.

Trends in government expenditure and economic plans and policies.

Changes in legal restrictions.

Macro Environment

Natural forces : It involves natural

or physical resources which are

needed as input by the marketers or

which are affected by the marketing

activities.

Two types of natural forces

1. Renewable

2. Non-renewable

Macro Environment

Technological forces

Therefore the marketers are

required to watch the following

trends in technology for their

survival and successful

continuance.

1. Accelerating pace of

technological change

2. Higher R & D Budgets

Macro Environment

Political forces

Legislation regulating business

Macro Environment

The following are the

important laws passed in this

connection:

The monopolies and restrictive

trade practices act.

The consumer protection act.

The essential commodities act.

The standard weights and

measures act.

Macro Environment

The sale of goods act.

The common carriers act.

The shop & establishment act.

The packed commodities regulation

act.

The patent act.

The Indian contract act.

The factories act.

The negotiable act.

The environment act.

Macro Environment

Government agencies

Growth of public interest groups

Macro Environment

Social and cultural forces

There are 3 aspects of social

environment :

Changing in life-styles and social

values of the people

Major social problem

Growing consumerism