MARK1012 Lecture Notes - Lecture 2: Qantas, Baby Boomers, Swot Analysis
Chapter 4 – Analysing the Marketing Environment
Customer is centre of all marketing efforts – value-based marketing
The Immediate Environment
Company Capabilities: SWOT analysis to categorise opportunities
a) Satisfying customer needs
Competitors: Knowing what other firms are doing & being able to compete
Corporate Partners: Parties that work with the focal firm (e.g. suppliers)
a) Partnerships (e.g. Qantas & Emirates can aid in attracting customers)
Macro-environmental Factors
Culture: Shared meanings, beliefs, morals, values and customs of a group of people
a) Country culture – visible nuances (e.g. dress, symbols, language)
• Can be used to appeal to customers
b) Regional culture – influence of the area within a country
• E.g. referring to a certain product category such as beer sizes
Demographics: Characteristics of human populations (e.g. gender, race, income)
a) Generational cohorts – group of people of the same generation
• Similar purchase behaviors from shared experiences & stage of life
• Gen Z (2001-2014)
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Document Summary
Customer is centre of all marketing efforts value-based marketing. Company capabilities: swot analysis to categorise opportunities: satisfying customer needs. Competitors: knowing what other firms are doing & being able to compete. Corporate partners: parties that work with the focal firm (e. g. suppliers: partnerships (e. g. qantas & emirates can aid in attracting customers) Demographics: characteristics of human populations (e. g. gender, race, income: generational cohorts group of people of the same generation, similar purchase behaviors from shared experiences & stage of life, gen z (2001-2014) Digital natives more globally connected & social media is important: gen y (1977-2000) Turn to friends, family & colleagues for product info. 25% world"s populatio(cid:374: gen x (1965-1976) Unlikely to enjoy greater economic prosperity than parents. Lack interest in status products: baby boomers (1946-1964) Heavy internet users & research before consuming. Leisure is important & high spending power (high wealth)
