Principles of Marketing: ABC Company's Dynamic Environment Case Study

This case study examines ABC Company's journey, from market dominance to near bankruptcy, due to its failure to adapt to a rapidly changing marketing environment. The analysis delves into the company's micro and macro environments, including factors like company, suppliers, marketing intermediaries, customers, competitors, and the demographic, economic, political, social, technological, and natural environments. The study highlights the importance of the marketing mix (product, price, place, and promotion) in capturing the target market and explores the initiatives ABC Company could have taken for successful change management, such as embracing digitalization, outsourcing, and diversification. The case study also provides a comprehensive overview of the company's evolution and the critical need for businesses to understand and adapt to dynamic market conditions for sustainable success. The assignment includes a bibliography of relevant marketing resources.

Adapting to dynamic market environment situations
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ABC cOMPANY
Marketing case-study
Student name
7/1/2019

Strategies of firm for successfully change 1
Contents
ABC’s Micro and Micro Environmental Factors:..................................................................................2
Marketing Mix:......................................................................................................................................3
Initiatives for the change management:.................................................................................................3
Bibliography..........................................................................................................................................5

Strategies of firm for successfully change 2
ABC’s Micro and Micro Environmental Factors:
Environment impacts the operation of the businesses so, that’s why companies evaluate it
before conducting its operations so to be surer of its surroundings and if these are not
favourable leads to failure of the organization (Messai and Jouini).
Therefore, it is important from the marketing aspect.
It is classified into two forms that are micro at the individual level while the macro is for the
whole economy context.
Microenvironment:
a) Company: ABC Company is a popular company which has earned its reputation by
providing photocopying services over the last 50 years.
b) Suppliers: There services are mattered because due to this, good products reach to the
buyers at the time. In the case of ABC, dealers are having a low technology base
c) Mediators of Marketing: It is used for making sales easy and effective. In this, many
mediators exist for this company which thereby helps in providing goods to the
buyers (Gbadamosi).
d) Society: It is considered because society makes the businesses run as, if they don’t
purchase their goods then they will not become successful in the market so,
companies have to understand responsibility towards it and therefore, ABC develops
document solutions is managed effectively.
e) Customers: Employees, Businesses and Life Insurance Enterprises are buyers.
f) Competitors: Providing similar types of services which were done in big innovations
such as IBM and HP whereas, previously rival firms are Sharp, Ricoh as well as
Canon.
Macro Environment:
a) Demographic: It is done so to segment appropriately target group. It is another step to
be taken after the identification of the target market, where this factor is transformed
as people looking towards data base solutions.
b) Economic: Recession flows in the economy due to this, the organization has to bear
the loss in the form of its sales in products as prices are going down in the market.
c) Political: These relate to influences of government, which may impact on the
productivity of the firms (Blythe).

Strategies of firm for successfully change 3
d) Social: It helps trades to grow by its products, so that they can also become
successful.
e) Technology: It is not good in concern as there are many innovations happen which
reduces its sales therefore, corporation must adopt new techniques such as digital and
colourful printing base.
f) Natural: At this time, due to digital documents used by company, which helps in
reducing the paper usage in the environment.
Marketing Mix:
It is also called as 4 Ps of marketing where product, price, place, and promotion are given
consideration (Baker). It is needed so to capture the target market with the help of using tools.
Product: It is anything which is produced for resale purpose. It launches more than 130
goods in which, network copiers, publishing devices, digital media, factories where books are
kept and colour printing. Offers consultancy services for businesses relating to printing and
develop emails, brochures for the employee’s shared knowledge base. It also develops a
compact computer for resolving the mistakes of insurance providing enterprises.
Price: It is the amount which consumers have to pay for possessing it. It is set at low so that
it is reachable to each and every people living in society (Solcansky and Simberova).
Place: It is a location where business conducts its operations. Changes done according to the
places such as in San Francisco demand of colourful photocopy, in Frankfurt document
scanning is needed and in London, they want services on the time when required.
Promotion: It is done for publicising the product or service. Currently, it does not adopt any
sort of promotion strategy, but it should promote its products through famous local regional
book stores so that customers can buy because of the existence of trust with the individual.
Initiatives for change management:
It is done basically because it is the age of digitalization where technology factor is given
consideration in the part of the daily lives of human beings. Company does outsourcing so to
minimize the cost and for maintaining quality services. It transforms its model of copying
from other companies to the innovation of such software in its business for managing
documents as to, satisfy the unfulfilled needs of the consumers well (Hernaus).

Strategies of firm for successfully change 4
It increases the level of competition by way of assuming its competitors as big firms like IBM
and HP as compared to the enterprises working in similar fields. It takes over the ACS
powerhouse company in order to enjoy the benefits of the other one’s proficiency which is
being done on the merger cases and this move is taken at the time when recession flows in the
economy for minimizing the damage happens in the organization (Demil).
It diversified its operations by manufacturing more products in its product line so that same
and new customers are being attracted towards its goods and services (Huang). Its complex
procedure of engineering its products is changed to a simpler one so that final goods are made
available when appropriately demanded by buyers.

Strategies of firm for successfully change 5
Bibliography
Baker, Michael J. Marketing Strategy and Management. Macmillan International Higher
Education, 2014.
Blythe, Jim. Principles and Practice of Marketing. SAGE, 2013.
Demil, Benoit. “Business Model Evolution: In Search of Dynamic Consistency.” Long Range
Planning 43.2-3 (2010): 227-246.
Gbadamosi, Ayantunji. Principles of Marketing: A Value-Based Approach. Macmillan
International Higher Education, 2013.
Hernaus, Tomislav. “Business Trends and Tendencies in Organization Design and Work
Design Practice: Identifying Cause-and-Effect Relationships.” Business Systems
Research Journal 2.1 (2011): 4-16.
Huang, Rong. “How Brand Awareness Relates to Market Outcome, Brand Equity, and the
Marketing Mix.” Fashion Branding and Consumer Behaviors (2014): 113-132.
Messai, Ahlem Selma and Fathi Jouini. “Micro and Macro Determinants of Non-Performing
Loans.” International Journal of Economics and Financial Issues 3.4 (2013).
Solcansky, Marek and Iveta Simberova. “Measurement of Marketing Effectiveness.”
Economics and Management 15 (2010): 755-759.