ch2.1 - BUSI 1004 Marketing Instructor: QIU Cheng Agenda...

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The Marketing Environment 2 BUSI 1004 Marketing Instructor: QIU Cheng 2 Agenda Step 1 Understand the marketplace and customer needs SWOT Analysis SWOT Analysis Microenvironment s The company s Suppliers s Intermediaries s Customers s Competitors s Publics Macroenvironment s Demographic s Economic s Natural s Technological s Political s Cultural 3 SWOT Analysis A useful technique for analyzing the current situation and generating new directions s S trengths (+) s W eaknesses (-) s O pportunities (+) s T hreats (-) Internal External 4 SWOT Analysis
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5 Do a SWOT Analysis for… 6 SWOT Analysis b How do we translate the findings from SWOT analysis into future directions and plans? s Build on a strength s Exploit an opportunity Match the strengths to opportunities s Correct a weakness s Avoid a disaster-laden threat * Company Mission and Goals * 7 Marketing Environment The marketing environment includes the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with customers. s
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ch2.1 - BUSI 1004 Marketing Instructor: QIU Cheng Agenda...

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