MKTG101 Lecture Notes - Lecture 2: Bakers Delight, Associated British Foods, Sourdough
12 May 2018
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• The Essence Of Strategy:
…. Is the proess of developig ad aitaiig a viale ath of the orgaisatio’s
resources and capabilities (strengths and weaknesses) to the demands of the changing
environment (opportunities and threats) in pursuit of its objectives.
With the aim of achieving of a sustainable differential advantage in the changed
environment
• The Marketing Environment:
The Marketing Environment
o All of the iteral ad eteral fores that affet a arketer’s ailit to reate,
communicate, deliver and exchange offerings of value.
Environmental Analysis
o A process that involves breaking the marketing environment into smaller parts in
order to gain a better understanding of it.
Internal Environment -
o The parts of the organisation, the people and the processes used to create,
communicate, deliver and exchange offerings that have value.
• [Marketing definition]
o The organisation can directly control its internal environment.
o Strengths and weaknesses are internal factors that positively and negatively affect the
orgaisatio’s ailit to opete i the arketplae.
Internal Marketing -
o Achieving alignment between marketing strategy and front-line staff.
▪ [Senior management (overall objectives and strategies); middle management
dept. or geographic region; functional departments; employees – responsible for
meeting departmental objectives and strategies]
o Informs, educates, develops and motivates staff to serve external clients more
effectively. [Offering value for target market]
o Includes internal communications, internal research and training.
o Not isolated from the external environment. [Affected by PESTL factors]
External Environment -
o The people and processes that are outside the organization and cannot be directly
controlled. Marketers can only seek to influence [not control the]external
environment.
o (Outsourcing: Transferring an internal function to an external provider.
▪ [e.g. production, customer service, IT, distribution])
Opportunities and threats: External factors that positively and negatively affect the
orgaisatio’s ailit to serve the arket.
o The external environment includes the micro environment and macro environment.
• Competition Types:
▪ Pure competition – Numerous competitors offer undifferentiated products. No buyer or
seller can exercise market power. [Sugar, lamb, shares].
▪ Monopolistic competition – Numerous competitors offer products that are similar,
prompting the competitors to strive to differentiate their product offering from others.
▪ [E.g., bread – Sunblest, Tip Top, Burgen, Bakers Delight, Farmhouse, organic,
sourdough, wholemeal, brown, seeded, etc.].
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Document Summary
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