ADM 2320 Lecture Notes - Lecture 2: Swot Analysis, Competitive Intelligence, Environmental Factor
16 Mar 2016
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Document Summary
Micro environmental factors: company, compeiion, corporate partners. Macro environment factors: culture, demographics, social, technology, economic, poliical/legal. The irst factor that afects the consume is the irm itself. Successful markeing irms focus their eforts on saisfying customer needs. Marketers can use analysis of the external environment, like swot analysis to categorize an opportunity good or not. Greater compeiion means more choices for consumers, which inluences their decisions. Firms use compeiive intelligence (ci) to collect and synthesize informaion about their posiion with respect to their rivals: enables companies to anicipate changes in the marketplace rather than merely reacing to them. Paries that work with the focal irm are its corporate partners. Factors such as culture, demographics, social, technology, economic, poliical/legal. Shared meaning, beliefs, morals, values, and customs of a group of people. Transmited by words, literature, and insituions, culture gets passed down from generaion to generaion and learned over ime: country culture.
