Micro-Environment

Micro-Environment

1. The actors close to the firm that affect its ability to serve the customers

2. The Company

   • The marketing department needs to understand
     • The corporate vision
       • Mission statement
       • Values
       • Goals
       • Core Capabilities
         • The intellectual property rights of patents, trademarks, copyright and registered designs
         • Trade Secrets
         • Contracts and licenses
         • Data bases
         • Information in the public domain
         • Personal and organizational networks
         • The know-how of employees, professional advisers, suppliers and distributors
         • The reputation of products and company
         • The culture of the organization
     • The other functions in the company

3. Suppliers

   • Can they deliver what you need them to?
   • Do your values and goals match-up?
   • Do you have bargaining power or do they?

4. Marketing Intermediaries

   • Who are these people?
     • Businesses that help the firm to promote, sell and distribute its goods to final buyers.
     • Advertising (above the line), Advertising (Below the line), PR people, media, sponsorship recipients

5. Customers

   • Who are they?
   • Do they have bargaining power over your company?
   • What is the predicted customer life-time value?

6. Publics

   • Any group that has an actual or potential interest in or impact on an organisation’s ability to achieve its objectives
     • Government
     • Labour Unions
     • Citizen-action groups

7. Competitors

   • Analyse Market
     • Identify Competitors
   • Analyse Competitors
     • Assess objectives, strategies, strengths and weaknesses and reaction patterns
   • Plan
     • Select which competitors to attack or avoid
   • Who are you competing against?
     • The set of all actual and potential buyers of a product or service
     • Are there substitute products?
   • Define your market position
     • Market Leader
     • Market Challenger
     • Market Follower
     • Market Nicher