MARK1012 Lecture Notes - Swot Analysis, Business Process, Internet Privacy
A Marketing Environment Analysis Framework
• Consumers may be influenced directly by the immediate
actions of the blue hexagon (immediate environment)
• Outside of the blue hexagon is the macro-environment
• Value-based marketing aims to provide greater value to
consumers than competitors offer
o Must consider the entire business process all from a
cosuer’s po
o Firs use tools to track copetitors’ actiities ad
consumer trends (The Cool hunters and Trend
Hunters)
• Also monitor macroenvironment to determine how factors
influence consumers and their response
The immediate environment
Company capabilities
• “atisfy cosuer eeds that atch copay’s core
competencies
• E.g. Apple → specialised in personal computers but
refocused to provide a range of electronic
entertainment devices
• Use SWOT analysis to categorise an opportunity as
either attractive or unattractive
Competitors
• Must understand competitors strengths, weaknesses
and likely reactions to the marketing activities that their
own firm undertakes
• E.g. Samsung and Apple
• Halt tactics that may be considered damaging but tout
own benefits to appeal to consumers
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