MKT 100 Lecture Notes - Lecture 1: Brand Equity, Canadian Tire, Road Running

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Janice Rudkowski

Document Summary

The first element is the microenvironment that features the company itself, Its goals, its products or services, image, its experience, its culture, and its resources: financial, human and operational. For example, a company may be faced with an opportunity it needs to assess whether the opportunity alliance with its current goals and objectives and fits within its existing core competencies or whether new capabilities need to be developed. Rogers offers internet wireless tv services but it does not offer hardware such as laptops tvs or smartphones this maybe because it doesn"t have the experience or it doesn"t fit with its goals and objectives. Another feature of the company is its products or services. Other ways of assessing the positive and negative features of the products or services of a particular features of the products or services particular company will be to evaluate the value of the brand name.