Sie sind auf Seite 1von 17

Marketing/Business doesnt happen in vacuum The marketing or the business environment consists of internal or external forces which directly

or indirectly effect the organization


Changes in the environmental factors create either threats or opportunities for the organization There are two types of environment that generally exists Macro Environment- It includes all the uncontrollable factors which influence the decision making of an organization Micro Environment- The micro environmental factors also effect the decision making of an organization. However unlike the macro environmental factors they are in the companys proximity i.e. they are are controllable

S SOCIAL L LEGAL E ECONOMIC P

POLITICAL

TECHNOLOGICAL

Social Forces look to make marketing more

socially responsible
It makes sure that the business firms should

present itself as a socially beneficial outfit


This

is why many organizations are concentrating on many corporate social responsibilities


lead to controversies

However any exceptions in the previous may Let us refer to the images presented

On 22nd of April 2012 Sony Television was

supposed to make a television premier of the much talked about controversial movie The dirty Picture at 8 PM- Prime time
However due to the adult content of the movie

it had to be cancelled
It again emphasizes the importance of social

factors on the business decision making

The Government in every country has

enacted laws to prevent unfair trade practices, protect consumers, etc.


The

Indian exception

government

is

also

no

It has enacted laws such as the consumer

protection act, MRTP Act, FEMA, etc.


While doing business the firm should

make sure that they have the utmost respect such laws & acts

Every business organization has to keep to

track of the economic factors as its effects the buying power & spending patterns of the consumers
All businesses get effected by economic factors

nationally & globally


In a booming economy the organization has to

cope up with increased demand as the unemployment is low


However during

recession period business faces a tough time as consumer demand & spending are low due to low income & high unemployment

Development in the Political Field

greatly effect the business decisions


Every organization has to keep in mind

the political party in power & in the opposition & their ideologies
Just have look at the image..

In the modern business environment the

decision making process of the companies is highly influenced by the technological forces
Companies round the globe constantly look to

innovate in the offerings by using modern technology


Some Prime examples are I-Phone, Tabs,

Laptops, Online marketing etc.


From a

consumers point of view their technical knowledge also influence their desire for goods & services

Organizational Internal Environment

Suppliers

Competitors

Customers

An

organizations internal environmental factors include different departments of an organization & its employees

It includes finance, marketing, HR, production

dept. etc.
From a marketing point of view the marketing

manger has to discuss the plans & strategies with other functional mangers & the top management before they can be implemented

Foe production of goods a company requires a

variety of inputs. The individuals or firms who supply these inputs are called as suppliers
Before choosing the suppliers the companies

usually look to identify & then analyze potential suppliers to choose suppliers who can supply the best mix of quality, quantity & price
Usually a company look to maintain healthy &

long-term relationship with the suppliers to enjoy uninterrupted supply of input

They are probably the most important micro

environmental factors
Whatever products that are produced is for the

end users or the customers


An organization looks to maintain healthy & long-

term relationship with the customers to increase profitability, market share etc. by providing quality products to the customers
A company not only looks to acquire new

customers but also looks to retain existing ones because .


According to AMA it is more easier to retain

existing customers as compared to acquiring new ones. Add to it a company also generates 65% form its whole revenue from existing clients

Competitors are those who sell similar or same

types of goods & services


Competition includes all the actual & potential

rivals
The modern

business world is extremely competitive & companies look to adopt aggressive marketing strategies to get competitive advantage
but while doing so the company must keep the ethical aspects in mind

Although there is no harm in being aggressive,

E.g. M. S. Dhoni making fun of Harbhajan

Singh, Saif Ali Khan who are the endorsers of rival brand called Royal Stag

SWOT Analysis is a strategic tool which is

mainly used to evaluate the organizational internal & external environment


In case of SWOT; Strengths & weakness is an

internal factor & opportunities & threats are external factors

Das könnte Ihnen auch gefallen