Principles of Marketing: Environmental & SWOT Analysis for Business

This report delves into the principles of marketing through environmental and SWOT analyses. It begins with an introduction to marketing, emphasizing the importance of understanding customer needs. The macro-environment is examined using PESTLE (Political, Economic, Social, Technological, Environmental, and Legal) factors, while the micro-environment considers elements like suppliers, the company itself, customers, competitors, and the public. A SWOT analysis identifies strengths, weaknesses, opportunities, and threats, providing a strategic overview. The conclusion recommends strategies for Lidl to address weaknesses and threats, such as price adjustments and supply chain improvements, along with focusing on product quality and diversification to enhance competitiveness. The report concludes with a list of references.

Principles of Marketing

Table of Contents
 Introduction
 Environmental analysis (Macro)
 Environmental analysis (Micro)
 SWOT analysis
 Conclusion and Recommendation
 References

Introduction
Marketing is the management of gainful dealings, is
a process to get capable clients or customers that are
involved in products and services. It involves the
research, promotion, selling, and distribution of
product and services. Marketing regionalization is
done through the principles of marketing. To sustain
a business in the market, the firm identifies the
wants and needs of the customers.

Environmental analysis – Macro
PESTLE is defined as the framework that is used to display the external marketing environmental factors. It is also
used for the identification of different types of threats and weaknesses that varies in SWOT analysis. It can help to
guide the employees and senior mangers in strategical decision making with different scenario. Political, economical,
social, technological, environmental and legal factors are audited in it.
 Political
 Economic
 Social
 Technological
 Environmental
 Legal

Environmental analysis – Micro
It is called the internal environment of the organization in which the business operates. Customers, suppliers, public,
competitors, company are the elements of the micro environment . Its nature is specific with less complexity, and
have a direct on marketing decisions and are independent.
 The elements of the micro environment are defined as
 Suppliers
 Company
 Customers
 Competitors
 Public

SWOT Analysis
It is a process to identify the strength , weaknesses,
opportunity, threats of a company. It is used to find out
the strength that an organization found to enhance its
competitive position. Minimize the weaknesses , finding
and implementing on the opportunities as well as
resolving the threats. The strength and weaknesses are the
internal factor of the company while opportunity and
threats are externals.

Conclusion and Recommendations
To overcome these weaknesses and threats, the Lidl can reduce the prices of the product and increase
the supply to increase the sales of the company. The company have to perform well to overcome
these financial losses by using 24*7 open strategy and other strategy respectively. To compete with
the competitors the company must focus on the quality of the product a well as the price of it and can
manufacture different types of products.

References
 Hanlon, A., 2019. The digital dilemma: An investigation into social media marketing within
organisations.
 Kolesnik, T.V., 2020. Marketing communication strategies are in agricultural business
management. Annali d’Italia, (10-4), pp.25-35.
 Nian, T. and Sundararajan, A., 2022. Social Media Marketing, Quality Signaling, and the Goldilocks
Principle. Information Systems Research.
 Okhravi, A. and Rayat, M., 2019. Identifying the Factors that Influence People's Participation in
Optimal Water Consumption via Social Marketing Approach and Best Scenario Selection. Social
Capital Management, 6(3), pp.395-419.