Impact of External Environment on Miller and Carter: A Strategic Marketing Analysis

Formal Report based on the existing
marketing strategy of Miller and
Carter

Table of Contents
Introduction.................................................................................................................................................2
Illustrate ways in which Miller and Carter is impacted by challenges faced in external environment.....2
Analyse 7P’s and their impact on Miller and Carter................................................................................6
Assess ways by which Public Relations and marketing communication contributes within marketing
strategies of Miller and Carter.................................................................................................................7
Conclusion...................................................................................................................................................9
References.................................................................................................................................................10

Introduction
Strategic marketing refers to the way in which organization can efficaciously differentiate
them from their competitors by capitalizing on the basis of strengths for rendering enhanced
value to their customers (Bell, Bryman and Harley, 2018). It is liable for integrating selected and
targeted tactics with identical goals. For understanding concept of strategic marketing, Miller and
Carter is taken into consideration which is a brand of Mitchells & Buttlers and operates their
services in United Kingdom. They provide their customers with wide range of menus and
exclusive free glasses of wine This report comprises of challenges faced by the firm from
external environment, there service marketing mix along with contribution of Public relations
and marketing communications in marketing strategies.
Illustrate ways in which Miller and Carter is impacted by challenges faced in external
environment.
The environment where firm renders there operations is considered as turbulent and
dynamic. It is critical for business entities to identify environment that prevails for determination
of current conditions within the market (Brewster, 2017). With respect to Miller and Carter, they
can opt for Pestle analysis as it will furnish critical overview of macro environment. The scrutiny
of these entities will furnish guidance to firm for developing strong strategies for attaining
competitive edge to organization. Pestle analysis of Miller and Carter has been shown beneath:

(Source: PESTEL Analysis, 2019)
Political Factors: This element comprises of various aspects like extent of corruption,
political stability, labor laws, trade policies, taxation rules and governmental policies (Chang,
2016). This is crucial for administration of Miller and Carter to take into consideration political
state of firm for staying align with operations of firm.
 Positive: The political system which prevails in confines of UK is multi party as from
1920, there are 2 dominant parties who are ruling nation, and they are Labour and
Conservative Party. This shows consistency within policies that are being formulated by
UK and will render assistance to Miller and Carter while delivering their operations in
constraints of existent political regulations. Negative: Due to Brexit, the political state have UK has been affected due to which there
is variation in value of pound (Davies, 2016). This has created a downturn for all
corporate sectors and with respect to Miller and Carter the demand for offerings has been
declined. For this, they need to develop appropriate strategies.
Economic Factors: It comprises of elements like interest rate, exchange rates, extent of
unemployment, disposable income, economic growth and many other elements. It is necessary
for Miller and Carter to revise economic aspects for making sure that opportunities can be
leveraged as well as adversities can be handled duly for sustaining within market of UK.
Ill
ustration 1: PESTEL Analysis