BU352 Lecture Notes - Lecture 3: Boston Pizza, Baby Boomers, Competitive Intelligence
Document Summary
Micro environmental factors: 3 micro environmental factors: Capabilities: core competency in order to satisfy customer needs, knowledge, facilities, patents, technology, people etc, applied to. Technology, products, etc. , in order to satisfy customer needs. Competition: know strengths and weaknesses, competitive intelligence used to collect and synthesize information. Direct competition: other italian restaurants such as boston pizza. Indirect competition such as dominos: you can get information about what competitors are doing from published financial statements or from building relationships with your competitors. Macro environmental factors: firms do not have control over, culture, Culture: set of values and interests innate in a particular set of people, country culture vs. regional subcultures, understanding what cultures mean to different people becomes very important to different brands. Demographics: characteristics of human populations and segments used to identify consumer markets. Generational cohorts: a group of people in the same generation, baby boomers, generation y, tweens, generation x, generation y, seniors.
