Macquarie University WMKT101 Marketing Fundamentals Assignment Part B

This report, prepared for a Marketing Fundamentals assignment, delves into several key marketing concepts. It begins by explaining the impact of PESTL analysis on the introduction of new products or services, using Nike's entry into the Asian market as a case study. The report then explores the application of SWOT analysis in marketing plans, again using Nike as an example. Following this, it examines how STP (segmentation, targeting, and positioning) can be used to capitalize on market trends, with Marriott International as a case study. Finally, the report considers the internal and external factors that influence a brand's success or failure, using Nike and Amazon as examples. The report provides a comprehensive overview of these marketing strategies, referencing relevant academic sources.

Marketing
(Part B)
Name of the Student
Name of the University

Table of Contents
3. How does PESTL (the macro-environment) affect the introduction of a new product or
service?............................................................................................................................................3
4. How is SWOT analysis used in the marketing plan?..................................................................4
5. How could STP (segmentation, targeting and positioning) be used to take advantage of a
market trend?...................................................................................................................................6
6. Consider how internal and external factors may have impacted the success AND failure of
either a brand or a new product/service...........................................................................................7
References........................................................................................................................................9

3. How does PESTL (the macro-environment) affect the introduction of a new
product or service?
As commented by Pathak (2017), Pestle analysis has been a framework and tool utilized for
analyzing and monitoring macro-environment factors which have been affecting performance of
organization. This tool has been useful during starting a new business. Pestle stands for political,
Economic, Social, Technological, Environmental and Legal factors. An example of new product
of Nike in Asian market has been taken.
Political
Political factors have been related to alteration by influence of government of country. Policies
and regulations have been influencing entry of new product into a market. This factors include
government policy, labor, political stability, corruption, tax policy and foreign trade rules.
Government have been changing its laws and policies for betterment of foreign trade in any
country. Therefore, Nike has to look across these policies and create a positive relationship with
the country (Aderounmu and Adepoju, 2019).
Economic
Economic factors have been determinants of a certain economy performance. These factors
include economic growth, exchange rates, inflation rates, interest rates and disposal income of
customers. These factors have been affecting directly and indirectly to the market entry of Nike.
Economic analysis on the market entry of new products need to be done which might help in
analyzing budget of the company. Nike need to analyze the demand and supply of the new
products based on the economic factors (Moro Visconti 2014).

Social
Social factors deals with demographic norms and characteristics. Demand of new product of
Nike in the demographics of chosen country need to be analysed. This will help in enhancing
supply chain management system of the new product of Nike. There might be various cultural
barriers, lifestyles attitudes and mentality of normal individuals regarding new product of Nike.
Therefore, all these factors need to be analysed (Kawai 2017).
Technological
Technology has been a main factor that affect operations of organizations. This factors might
influence. Nike need to analyses their budget with technological software which might help in
maintain their financial resources.
Environmental
Environmental factors have been related to weather, climate and other environmental factors.
Nike need to analyses these factors and redesign their new product to enhance their quality based
on the environment. The new product need to meet environment requirements of the chosen
country (Vaněk, Mikoláš and Žváková 2012).
Legal
Legal factors might overlap some political factors. Various laws and rules for entering into the
market need to be followed by Nike. Copyright laws, consumer protection laws and patent laws
need to be followed during launching new product in the market.

4. How is SWOT analysis used in the marketing plan?
As mentioned by Yue and Peng (2018), SWOT analysis has been a direct model that helps in
analyzing strengths, weaknesses, opportunities and threats of an organization for creating
marketing strategies. For example, Nike has been taken as company for creating marketing
strategy with the help of SWOT analysis. This analysis helps Nike in determining factors
included in the achievement of objectives and goals of Nike in the market.
Strengths:
Nike has a strong brand awareness all over the world. It has able to gain recognition and has
captured 31% of the footwear market. It has a huge customer bases all over the world. Most of
the customers have been loyal towards the company which has been helping in maintaining
competitive approach in the market (Biancamaria, Lettenmaier and Pavelsky 2016). Nike has
been able to maintain their sustainability in the market and tried to satisfy their customers in
daily basis. Nike has been able to develop quality shoes and footwear for the customers at
reasonable cost in the market.
Weaknesses:
Nike has been continuously targeted towards poor labor conditions. These issues include low
labor wages and child labor. Nike has been selling their stocks directly to retailers. Therefore,
Nike has been facing financial threats.
Opportunities:
Nike has been looking for entering into fresh market of Brazil, China and India. The market is
huge in this countries. Nike has developed various types of smart products and entered into smart
health and fitness.

Threats:
Competition in the footwear industry has been increased in recent years. Other companies have
been improving their quality of products and enhancing their business strategies in the market.
Therefore, this have been a threat for Nike to manage their position in the market (Biancamaria,
Lettenmaier and Pavelsky 2018)
5. How could STP (segmentation, targeting and positioning) be used to take
advantage of a market trend?
Segmentation, Targeting and Positioning has been essential factor in the modern marketing.
These have been utilized in most of the modern marketing practices. The STP model has been
helping in creating marketing communication plans. For example, Marriot International has been
focusing on travelers on the road who want clean and nice place to stay. There are several steps
that have been under STP model utilized by Marriot International (Bull et al. 2016).
Segment the Market: Market segmentation has been helping in approaching to individuals in the
market based on their demographic, geographic, psychographic and behavioral factors. The
organization has segmented their customers based on these factors which have helped in
maintaining their success.
Target best customers: Marriot has been able to identify their loyal customers in the market who
have been utilizing their services a long time. The company has focused on such customers top
gain customer satisfaction. Targeting best customers have been helpful in gaining a positive
response from the market. Marriot has been focusing on the travelers and high class individuals
for staying at their hotels (Schlegelmilch 2016). The company has been providing luxurious

hospitality services to customers. A continuous research on demands of customers have been
helping in acknowledging trends in the market.
Positioning offering: Positioning of services has been an important part in this model. Services
provided by Marriot has been focused on their best customers in the market. The organization
has been able to position their services according to their interests. Marriot has been enhancing
their unique selling proposition for gaining competitive advantages in the market. Creating a
value proposition helps in explaining offers for meeting requirements of customers in the market
(Andaleeb 2016).
6. Consider how internal and external factors may have impacted the success
AND failure of either a brand or a new product/service.
There are various factors which have been affecting success or failure of a brand. External
factors have been affecting success and failure of a brand. For example, Nike has been
continuously targeted with issues with female employee harassment. There have been internal
factors including Human Resource Department, Policies and plans, financial and marketing
resources. Many issues have been reported in Nike by female employees regarding sexual
harassment at their workplace. Therefore, brand image of Nike has been disturbed in the market.
Female employees have been violated in the workforce. Gender inequality has been a major
problem in the failure of the Nike in the market. The HR department of the company has not
been taking any action against these conditions. Organizational policies has been affecting the
gender inequality in the Nike (Qian 2017).
External factors including customer, suppliers, competitors, political and environmental factors
gave been affecting the success of the company. For example, Amazon has been able to enhance

their satisfaction level of customers in the market. Customers have been properly satisfied with
the services and products provided by Amazon in the market. Amazon has been able to enter into
most of the market all over the world (Biancamaria, Lettenmaier and Pavelsky 2016). Various
competitors of Amazon has been lacking behind with the brand image of Amazon in the market.
Marketing strategies of amazon has helped in advertising their products all over the world.
Amazon has able to reach to its peak with the help of external factors. Amazon has properly
studied and researched about the environmental factors. Amazon has been known for its fast
delivery services (Wirtz and Lovelock 2017). Therefore, environmental factors have been
helping Amazon for making one day delivery.

References
Aderounmu, A. and Adepoju, A. (2019). Analysis of Forest Based Mortar and Pestle Marketing
in Oyo State, Nigeria. Journal of Economics, Management and Trade, pp.1-7.
Andaleeb, S.S., 2016. Market segmentation, targeting, and positioning. In Strategic marketing
management in Asia: case studies and lessons across industries (pp. 179-207). Emerald Group
Publishing Limited.
Biancamaria, S., Lettenmaier, D.P. and Pavelsky, T.M., (2016). The SWOT mission and its
capabilities for land hydrology. In Remote Sensing and Water Resources (pp. 117-147). Springer,
Cham.
Bull, J.W., Jobstvogt, N., Böhnke-Henrichs, A., Mascarenhas, A., Sitas, N., Baulcomb, C.,
Lambini, C.K., Rawlins, M., Baral, H., Zähringer, J. and Carter-Silk, E., 2016. Strengths,
Weaknesses, Opportunities and Threats: A SWOT analysis of the ecosystem services
framework. Ecosystem services, 17, pp.99-111.
Ervural, B.C., Zaim, S., Demirel, O.F., Aydin, Z. and Delen, D., 2018. An ANP and fuzzy
TOPSIS-based SWOT analysis for Turkey’s energy planning. Renewable and Sustainable
Energy Reviews, 82, pp.1538-1550.
Kawai, T. (2017). The historicity and potential of Jungian analysis: another view of
‘SWOT’. Journal of Analytical Psychology, 62(5), pp.650-657.
Lapatin, K. (2018). Athena Nike and Athena’s Nike. Archeologia e Arte Antica, 9788879168328,
pp.49-59.
Moro Visconti, R. (2014). PPP versus Traditional Healthcare Procurement in Italy: Assessing
Value for Money with PESTLE and SWOT Analysis. SSRN Electronic Journal.
Pathak, S. (2017). Mortar and Pestle. Archives of Medicine, 09(03).

Qian, Y., 2017. Joyoung soymilk maker: Segmentation, targeting, and positioning. Kellogg
School of Management Cases, pp.1-4.
Schlegelmilch, B.B., 2016. Segmenting Targeting and Positioning in Global Markets. In Global
Marketing Strategy (pp. 63-82). Springer, Cham.
Vaněk, M., Mikoláš, M. and Žváková, K. (2012). Evaluation Methods of Swot Analysis /
Metody Vyhodnocení Swot Analýzy. GeoScience Engineering, 58(2), pp.23-31.
Wirtz, J. and Lovelock, C., 2017. Positioning Services in Competitive Markets. World Scientific.
Yue, Q. and Peng, M., (2018), June. Using SWOT to Analyze the Advantages and
Disadvantages of China's Implementation of" Business Tax to VAT" Policy. In 2018 2nd
International Conference on Education, Economics and Management Research (ICEEMR 2018).
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