Marketing Strategy: Analyzing the Marketing Environment

This presentation provides a comprehensive overview of marketing strategy, focusing on the analysis of the marketing environment. It begins by defining the marketing environment and its two key components: the micro and macro environments. The micro-environment includes factors within the firm's immediate reach, such as suppliers, resellers, customers, competitors, and the general public. The macro-environment encompasses broader societal forces like demographic, economic, natural, technological, political/legal, and socio-cultural factors. The presentation introduces tools for environmental analysis, including Porter's Five Forces, the BCG Matrix, and the Ansoff Matrix, and also the internal environment. It also covers the importance of situational analysis and strategic marketing fit and includes video case studies and interactive activities to illustrate the concepts. The presentation aims to equip students with the knowledge to create competitive advantages by understanding the factors impacting the marketing environment. This resource is available on Desklib, a platform offering AI-based study tools and past papers for students.

MARKETING STRATEGY
Marketing Environment
PLANNING IN THE MARKETING ENVIRONMENT
A ER K T I N G
LECTURER |SHAREEF JAFFAR

Aims &
Objectives
Students will have
knowledge of the
factors impacting
upon the
marketing
environment in
order to create
competitive
advantage
By the end of
this lecture
1
Chapter 2 A
Please Refer to Chapter 2 - Marketing Concepts and Strategies 6th Edition

Learning
Objectives
Analyse the
different layers of
the marketing
environment
which are
marketing
environmental
factors & external
marketing factors
Environmental
Assessment
Identify tools used
by organisations
to analyse their
internal
and external
marketing
environment
Analytical
Tools
To understand
the importance
of situational
analysis
Situation
Analysis
1
Chapter 2 A
2
Chapter 2 B
3
Chapter 2 C
Please Refer to Chapter 2 - Marketing Concepts and Strategies 6th Edition

Recommended Texts
Chapter 2, Marketing
Concepts and Strategies. 6th
ed. / Sally Dibb ... [et al.].
Dibb, Sally; Andover : Cengage
Learning, c2012
LECTURER | SHAREEF JAFFARMARKETING STRATEGY

The Marketing Environment
The marketing environment includes the factors and
forces outside marketing that affect marketing
management’s ability to build and maintain successful
relationships with target customers.
-Kotler et al, 2013-

The Marketing
Environment
There are two elements within the external
marketing environment; micro and macro.
These environmental factors are beyond the control
of marketers but they still influence the decisions
made when creating a strategic marketing plan.

Micro vs Macro
Marketing
VIDEO CASE STUDY

The Macro Environment
The macro environment refers to influences in wider
society. (Elaborated in the next slide)
These factors can impact the micro environment and an
organisation is unable to control them.
Businesses must choose areas to focus on that are most
relevant to their organisation and the way they operate
Publics– interest groups, environmental groups, the
media

The Macro Environment
Demographic forces: Different market segments are typically impacted by
common demographic forces, including country/region; age; ethnicity;
education level; household lifestyle; cultural characteristics and
movements.
Economic factors: The economic environment can impact both the
organisation’s production and the consumer’s decision-making process.
Natural/physical forces: The Earth’s renewal of its natural resources such
as forests, agricultural products, marine products, etc must be taken into
account. There are also natural non-renewable resources such as oil,
coal, minerals, etc that may also impact theorganisation’sproduction.
Technological factors: The skills and knowledge applied to the
production, and the technology and materials needed for the production
of products and services can also impact the smooth running of the
business and must be considered.
Political and legal forces: Sound marketing decisions should always take
into account political and/or legal developments relating to the
organisation and its markets.
Social and cultural forces: The impact the products and services your
organisations brings to market have on society must be considered. Any
elements of the production process or any products/services that are
harmful to society should be eliminated to show your organisation is
taking social responsibility.

Macro Environmental
Analysis
VIDEO