Week 3 (1516a) pest and competitor.pptx

Week 3 (1516a) pest and competitor.pptx - CB2601 Marketing...

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CB2601 Marketing Week 3 The Marketing Environment, Competitor and Competitive Strategies The 1st Step of the Marketing Process - Understanding the Marketplace and Customer Needs and Want
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Where we are… Step 1 : Understanding the marketplace and customer needs and wants Step 2: Designing a customer-driven marketing strategy Step 3: Preparing an integrated marketing plan and program Customer Analysis Marketing Strategy Product Distribution Price Marketing Mix Target Market Strategy Promotion Environ ment Analysis Competitor Analysis SWOT Analysis
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SWOT analysis Examination of the internal strengths and weaknesses and the external opportunities and threats SWOT Analysis
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The Company’s Macroenvironment
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The Company’s Macroenvironment Economic environment Consist of the factors that affect the purchasing power and spending pattern
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Natural environment The Company’s Macroenvironment Shortages of raw materials / Increased pollution public concern and attitude government attitude governmental intervention government legislation (political environment)
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20% of the interviewees claim that they strongly support the environment protection. 約兩成受訪者有盡力環保 新水樽包裝飲完 可扭細 減碳又慳位 Jul 2010 Apple Daily The Company’s Macroenvironment Changes in the natural environment make companies pay greater attentions to environmentally sustainable strategies .
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Technological environment Most dramatic force in changing the marketplace with many positive and negative effects The Company’s Macroenvironment
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The Company’s Macroenvironment In March 2013, the Hong Kong Government started to implement the measure of restricting travellers from taking more than 2 cans of baby formula out of the territory. The normal supply of powdered formula in the local market was thus restored.
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