ENT 526 Chapter Notes - Chapter 3: Baby Boomers, Habitat, Competitive Intelligence
6 Dec 2016
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At the heart of every environment analysis is the consumer. The corporate partners that work with the firm. The firm, and thus the consumers, is influenced by the macro environment: Company capabilities: the firm itself and its capabilities in the marketplace. Competition: greater competition may mean more choices for consumers which influences buying decision. Firms must have strong understanding of their competitors strengths, Competitive intelligence (ci): ways to gather and synthesize information weaknesses, and likely reactions to marketing activities about a company"s position in respect to their rivals: example: studies, surveys, interviews, annual reports, etc, raises question of ethical issue. Corporate partners: because few firms operate in isolation they need help from partners, producers, and suppliers. Culture: shared meaning, beliefs, morals, and values of a group of people. Culture influences what, why, how, where, and when we buy. Saying (cid:498)pop(cid:499) in ontario does not have the same meaning as in. Quebec where they refer to it as (cid:498)soft drink(cid:499)
