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    The document discusses the marketing environment, which includes microenvironmental and macroenvironmental factors that influence a company's ability to do business. The microenvironment consists of internal forces like departments, competitors, customers, intermediaries, suppliers, and publics. The macroenvironment includes broader forces like demographic, economic, technological, political, cultural, and natural factors that shape opportunities and threats. It provides examples of factors within each of these macroenvironmental segments and explains how they can impact companies.

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    The document discusses the marketing environment, which includes microenvironmental and macroenvironmental factors that influence a company's ability to do business. The microenvironment consists of internal forces like departments, competitors, customers, intermediaries, suppliers, and publics. The macroenvironment includes broader forces like demographic, economic, technological, political, cultural, and natural factors that shape opportunities and threats. It provides examples of factors within each of these macroenvironmental segments and explains how they can impact companies.

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    11 views14 pages

    Session 1A - PESTL FACTORS

    Uploaded by

    m
    The document discusses the marketing environment, which includes microenvironmental and macroenvironmental factors that influence a company's ability to do business. The microenvironment consists of internal forces like departments, competitors, customers, intermediaries, suppliers, and publics. The macroenvironment includes broader forces like demographic, economic, technological, political, cultural, and natural factors that shape opportunities and threats. It provides examples of factors within each of these macroenvironmental segments and explains how they can impact companies.

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    of 14

    Marketing

    Management
    Environmental Factors
    Session 1 (contd.)

    28th September 2019


    Marketing Environment
    All the actors and forces influencing
    the company’s ability to transact business effectively
    with it’s target market.
    Microenvironment
    Forces close to the company that
    affects its ability to serve customers
    Marketing
    Environment
    includes
    Macroenvironment
    Larger societal forces that affect the
    whole economy
    Micro - Environmental Factors

    Company

    Publics Competitors
    Forces
    ForcesAffecting
    Affectingaa
    Company’s
    Company’sAbility
    Abilityto
    to
    Serve
    ServeCustomers
    Customers

    Suppliers Market
    Marketing
    Intermediaries
    The Company’s Microenvironment
    • Company’s Internal Environment - functional areas
    such as top management, finance, and
    manufacturing, etc. capabilities; resources

    • Competitors - those who serve the same target


    market with similar products and services.

    • Customers – the five types of markets that purchase


    a company’s goods and services.
    Company

    Publics Competitors

    Forces Affecting a
    Forces Affecting
    Company’s Ability toa
    Company’s Ability to
    Serve Customers
    Serve Customers

    Suppliers Market

    Marketing
    Intermediaries
    The Company’s Microenvironment
    • Marketing Intermediaries - help the company to
    promote, sell, and distribute its goods to final buyers.

    • Suppliers - provide the resources needed to produce


    goods and services.

    • Publics - any group that perceives itself having an


    interest in a company’s ability to achieve its objectives.
    Company

    Publics Competitors

    Forces Affecting a
    Forces Affecting
    Company’s Ability toa
    Company’s Ability to
    Serve Customers
    Serve Customers

    Suppliers Market

    Marketing
    Intermediaries
    Macro-Environmental Forces

    Demographic

    Technological Economic
    Forces
    Forcesthat
    that Shape
    Shape
    Opportunities
    Opportunities
    and
    andPose
    PoseThreats
    Threats
    to
    toaaCompany
    Company
    Political-Legal Socio-Cultural

    Natural
    Lifestyle Influences

    Multi-tasking

    Time-starved

    Money-constrained
    Personal Factors

    Age
    Self- Life cycle
    concept stage

    Lifestyle Occupation

    Values Wealth
    Personality
    Natural Environment
    Shortage of
    raw materials

    Increased
    energy costs

    Anti-pollution
    pressures

    Governmental
    protections
    The Macro Environment
    Political/Legal variables
    • Anti trust laws
    • Taxation laws
    • Labor laws
    • Deregulation philosophies
    • etc., etc……….
    Political Environment

    Increased
    Legislation Changing
    Enforcement

    Key Trends in the


    Political Environment

    Greater Concern for


    Ethics
    Growth of interest
    groups
    Technological Environment
    Pace of change

    Opportunities
    for innovation

    Varying R&D
    budgets

    Increased regulation
    of change
    Marketing Environment
    Demographic

    Company
    Cultural Economic
    Publics
    Suppliers

    Company
    Competitors Customers
    Political Natural
    Intermediaries

    Technological
    That’s all for
    today!!!

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