Management and Organizational Studies 2320A/B Lecture Notes - Lecture 2: Baby Boomers, Swot Analysis, Competitive Intelligence

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: Alex Mc Dougall

Document Summary

Consumers may be influenced directly by the firm"s microenvironment, including immediate actions of the focal company, the company"s competition, and the corporate partners that work with the firm to make and supply products and services to consumers. Consumers are also influenced by the macroenvironment, which includes influences such as culture and demographics, as well as social, technological, economic, and political factors. Value-based marketing looks to provide greater value to consumers than competitors offer. Swot analysis to categorize an opportunity and to assess it relative to the. Firms use competitive intelligence (ci) to collect and synthesize information about their position with respect to their rivals. firm"s existing competencies store, reviewing public materials, interviewing customers, analyzing rival"s. Important to keep an eye to the market"s response to products by using c) techniques (cid:523)ex. Samsung would never have made the galaxy if they didn"t pay.