The company’s microenvironment

The company’s microenvironment

1. Environment

   • A company’s marketing environment consists of the actors and forces outside marketing that affect marketing management’s ability to develop and maintain successful relationships with its target customers.
     • The marketing environment offers both opportunities and threats.

2. Watching and adapting

   • Successful companies know the vital importance of constantly watching and adapting to the changing environment.
     • By carefully, systematically and systematically studying the environment, marketers can review and adapt marketing strategies to meet new market challenges and opportunities. marketing strategies to meet new market challenges and opportunities.

3. The actors and forces outside marketing that affect marketing management’s ability to develop and maintain successful relationships with its target customers.

4. Futuristic view

   • The computers in as being as smart as humans. Consumers will use them to exchange information with on-screen electronic agents that ferret out the best deals online.

5. Microenvironment

   • The forces close to the company that affect its ability to serve its customers
     • the company, market channel firms, customer markets, competitors and publics, which combine to make up the firm’s value delivery system.

6. Macroenvironment

   • The larger societal forces that affect the whole microenvironment , demographic, economic, natural, technological, political and cultural forces.

7. Designing marketing plans

   • Marketing management should take other company groups, such as top management, finance, research and development (R&D), purchasing, manufacturing and accounting, into consideration.
     • Top management sets the company’s mission, objectives, broad strategies and policies.
       • Marketing managers make decisions within the plans made by top management and also work closely with other company departments

8. Suppliers

   • Firms and individuals that provide the resources needed by the company and its competitors to produce goods and services.

9. Marketing intermediaries

   • Firms that help the company to promote, sell and distribute its goods to final buyers; they include physical distribution firms, marketing-service agencies and financial intermediaries.

10. Resellers

    • The individuals and organisations that buy goods and services to resell at a profit.