Micro-Environment

Micro-Environment

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

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	Creado por Mitch Freedman hace más de 11 años