1003MKT Lecture Notes - Lecture 2: Pest Analysis, Swot Analysis, Marketing Mix
30 May 2018
School
Department
Course
Professor
Marketing lecture week 2 notes
CH2- The marketing environment and market analysis
Learning objectives
1. Explain the factors in the PESTLE framework, and how each factor could affect a
business
2. Describe a SWOT analysis and its components
3. Outline several common metrics (objectives) and why objectives are used
Marketing plan
• Look at notes page on slide 5
Environmental analysis:
• Examines all of the internal and external forces that affect (positively or negatively) a
opay’s aility to operate. Three levels:
1. Macro environment (PESTLE)
2. Micro environment (Industry-level)
3. Internal environment
1. Macro environment: PESTLE
• Factors outside the control of the firm that
influence it (positively or negatively)
1. Political
2. Economic
3. Sociocultural
4. Technological
5. Legal
6. Environmental
• Look at slide 10 notes
2. Micro environment
• Forces within the industry that affect a frim
• Not directly controllable but can be influenced
1. Competitors
2. Suppliers and partners in the supply chain
Executive
summary
Future
recommendations
Evaluation
Budget
Marketingmix
strategy
Targetmarket
Objectives–SMART
Situationanalysis
Introduction
Implementation
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Marketing lecture week 2 notes: explain the factors in the pestle framework, and how each factor could affect a business, describe a swot analysis and its components, outline several common metrics (objectives) and why objectives are used. Future(cid:9) recommendations: look at notes page on slide 5. Environmental analysis: examines all of the internal and external forces that affect (positively or negatively) a (cid:272)o(cid:373)pa(cid:374)y"s a(cid:271)ility to operate. Woolworths and coles" (cid:272)o(cid:374)ditio(cid:374)s o(cid:374) suppliers: customers. 3. internal environment: the organization, processes, and people. These factors are under the direct control of the organization: e. g. people at google (alphabet, e. g. process at zara. Swot analysis: a swot analysis helps develop your strategy and tactics. Consider your company or (cid:271)ra(cid:374)d"s: strengths: build on theses, weaknesses: minimize these, opportunities: capitalize on these (for future, threats: potentially harmful; plan your response. Marketing metrics: metrics are broad measures to guide and evaluate campaigns.
