MKTG101 Lecture Notes - Lecture 2: Swot Analysis, Market Analysis, Outsourcing
Chapter 2 (The marketing environment and Market analysis)
Strategy is the proess of deelopig ad aitaiig a iale ath of the orgaisatios
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
• All of the iteral ad eteral fores that affet a arketers ailit to reate,
communicate, deliver and exchange offerings of value.
Environmental analysis
• A proess that ioles reakig the arketig eiroet ito saller parts i order to
gain a better understanding of it.
The marketing environment
External Environment
1) Micro
2) Macro
The internal environment
• The parts of the organisation, the people and the processes used to create, communicate,
deliver and exchange offerings that have value. [Marketing definition]
• The orgaisatio a diretl otrol its iteral eiroet.
• “tregths ad eakesses are iteral fators that positively and negatively affect the
orgaisatios ailit to opete i the arketplae. [O & T -external]
The external environment
The people and processes that are outside the organisation and cannot be directly
controlled. Marketers can only seek to influence [not control the]external environment.
(Outsourcing: Transferring an internal function to an external provider. [e.g. production,
customer service, IT, distribution])
The external environment includes the micro-environment and macro-environment.
The micro-environment
• The fores ithi a orgaisatios idustr that affet its ailit to sere its ustoers
and clients — target markets, partners and competitors.
• The orgaisatio aot otrol the iro- environment but it will seek to negotiate with,
or influence, it.
• The iro-environment consists of customers, clients, partners and competitors.
• It ostitutes the orgaisatios task eiroet.
❖ Customers and clients
•Marketers ust uderstad the urret ad future eeds ad ats of their target
market:
understand what their customers value now identifying changes in customer preferences
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Document Summary
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