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Micro-Environment

Beschreibung

Degree UCT - Marketing I Mindmap am Micro-Environment, erstellt von Mitch Freedman am 27/10/2014.
Mitch Freedman
Mindmap von Mitch Freedman, aktualisiert more than 1 year ago
Mitch Freedman
Erstellt von Mitch Freedman vor etwa 11 Jahre
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Zusammenfassung der Ressource

Micro-Environment
  1. The actors close to the firm that affect its ability to serve the customers
    1. The Company
      1. The marketing department needs to understand
        1. The corporate vision
          1. Mission statement
            1. Values
              1. Goals
                1. Core Capabilities
                  1. The intellectual property rights of patents, trademarks, copyright and registered designs
                    1. Trade Secrets
                      1. Contracts and licenses
                        1. Data bases
                          1. Information in the public domain
                            1. Personal and organizational networks
                              1. The know-how of employees, professional advisers, suppliers and distributors
                                1. The reputation of products and company
                                  1. The culture of the organization
                                2. The other functions in the company
                              2. Suppliers
                                1. Can they deliver what you need them to?
                                  1. Do your values and goals match-up?
                                    1. Do you have bargaining power or do they?
                                    2. Marketing Intermediaries
                                      1. Who are these people?
                                        1. Businesses that help the firm to promote, sell and distribute its goods to final buyers.
                                          1. Advertising (above the line), Advertising (Below the line), PR people, media, sponsorship recipients
                                        2. Customers
                                          1. Who are they?
                                            1. Do they have bargaining power over your company?
                                              1. What is the predicted customer life-time value?
                                              2. Publics
                                                1. Any group that has an actual or potential interest in or impact on an organisation’s ability to achieve its objectives
                                                  1. Government
                                                    1. Labour Unions
                                                      1. Citizen-action groups
                                                    2. Competitors
                                                      1. Analyse Market
                                                        1. Identify Competitors
                                                        2. Analyse Competitors
                                                          1. Assess objectives, strategies, strengths and weaknesses and reaction patterns
                                                          2. Plan
                                                            1. Select which competitors to attack or avoid
                                                            2. Who are you competing against?
                                                              1. The set of all actual and potential buyers of a product or service
                                                                1. Are there substitute products?
                                                                2. Define your market position
                                                                  1. Market Leader
                                                                    1. Market Challenger
                                                                      1. Market Follower
                                                                        1. Market Nicher
                                                                      Zusammenfassung anzeigen Zusammenfassung ausblenden

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