1537058
Description
Mind Map by Mitch Freedman, updated more than 1 year ago
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Created by Mitch Freedman
over 10 years ago
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Micro-Environment
- The actors close to the
firm that affect its ability
to serve the customers
- 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 intellectual property rights
of patents, trademarks,
copyright and registered designs
- Mission statement
- The other functions in the company
- The corporate vision
- The marketing department
needs to understand
- Suppliers
- Can they deliver what
you need them to?
- Do your values and
goals match-up?
- Do you have bargaining
power or do they?
- Can they deliver what
you need them to?
- 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
- Businesses that help the firm
to promote, sell and distribute
its goods to final buyers.
- Who are these people?
- Customers
- Who are they?
- Do they have bargaining
power over your company?
- What is the predicted
customer life-time value?
- Who are they?
- 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
- Government
- Any group that has an actual
or potential interest in or
impact on an organisation’s
ability to achieve its objectives
- Competitors
- Analyse Market
- Identify Competitors
- Identify Competitors
- Analyse Competitors
- Assess objectives, strategies,
strengths and weaknesses
and reaction patterns
- Assess objectives, strategies,
strengths and weaknesses
and reaction patterns
- Plan
- Select which competitors
to attack or avoid
- 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?
- The set of all actual and potential
buyers of a product or service
- Define your
market position
- Market Leader
- Market Challenger
- Market Follower
- Market Nicher
- Market Leader
- Analyse Market
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