Beruflich Dokumente
Kultur Dokumente
Important? Important? Opportunities or Threats come from it. Opportunities or Threats come from it.
Strategic fit is critical for success and Strategic fit is critical for success and environmental scanning helps company keep in environmental scanning helps company keep in touch touch Marketing more then any other functional Marketing more then any other functional department has the responsibility to carry department has the responsibility to carry this out this out
PIA: Sales are slipping or stagnant. PIA: Sales are slipping or stagnant. Reasons could be greater competition, increasing Reasons could be greater competition, increasing costs, poor quality etc. costs, poor quality etc.
Opportunities
Un met needs are opportunities Un met needs are opportunities
Opportunities can be found by Opportunities can be found by identifying trends identifying trends
Trend is a direction or sequence Trend is a direction or sequence of events with momentum and of events with momentum and direction direction
Fads Trends and Mega Fads Trends and Mega Trends Trends
Is It a Trend or a Fad?
A trend is a direction or sequence of events A trend is a direction or sequence of events that have some momentum and durability. that have some momentum and durability.
Many Opportunities are found by identifying trends. Many Opportunities are found by identifying trends.
1. Does it fit with basic lifestyle changes? 2. What are the benefits? 3. Can it be personalized? 4. Is it a trend or a side effect? 5. What other changes have occurred? 6. Who has adopted the change?
Demographics Demographics
Natural Natural
Competition Competition Product Product Place Place Promotion Promotion Price Price
Target Market
Technology Technology
Environmental Scanning
Technology Technology
Natural Natural
Demographics
Population Growth Age Mix Ethnic and other markets Educational groups Geographic shifts in Population Mass markets to Micro markets
% Employed
58.0 51.5
63. 63.0 0
37.8
1960
1985
1995
2005
Demography: Youth: 18- to 34-Year Olds a pack of cigarettes a day. 17% smoke more than a half
42% use vitamins or supplements or try to eat mostly organic foods. 59% almost always read labels to find out about content of food. 36% restrict the amount of red meat they eat. 15% drink three or more cups of coffee a day.
Source: Lifestyles of the Young, Old and In-Between,Wall Street Journal, 28 June 1996, p. R4.
Demography: Boomers: 35- to 54-Year Olds 21% smoke more than a half a pack of cigarettes a
day. 51% use vitamins / supplements. Try to eat mostly organic foods. 63% almost always read labels to find out about content of food. 49% restrict the amount of red meat they eat. 32% drink three or more cups of coffee a day.
Source: Lifestyles of the Young, Old and In-Between,Wall Street Journal, 28 June 1996, p. R4.
60% use vitamins or supplements or try to eat mostly organic 51% restrict the amount of red meat they eat. 30% drink three or more cups of coffee a day.
Source: Lifestyles of the Young, Old and In-Between,Wall Street Journal, 28 June 1996, p. R4.
Social-Cultural Environment
Of the Universe
Of Others
Of Nature
Of Organizations
Social-Cultural Environment High Persistence of Core Cultural beliefs Existence of sub Cultures Shifts of secondary cultural values
Culture: Multiculturalism.
Niche Niche Marketing Marketing
Marketing Marketing Strategies Strategies for for Multicultural Multicultural Markets Markets
Increased Regulation
To protect Consumers- Protect companies To protect Consumers- Protect companies from unfair competition- Protect Society from unfair competition- Protect Society from uncontrolled Behavior from uncontrolled Behavior
Economic Factors
Distribution of Distribution of Consumer Income Consumer Income (Socio-econ Groups) (Socio-econ Groups) is higher than increase is higher than increase in personal income in personal income
Econ growth period. Econ growth period. Part of Business Cycle Part of Business Cycle (Prosperity, Recession, (Prosperity, Recession, Depression, Recovery) Depression, Recovery)
Types of Economies:
Type Type
Subsistence Subsistence Raw Material Raw Material Exporting Exporting
Industrializing Industrializing
Description Description
Agricultural based Afghanistan Agricultural based Afghanistan Saudi Arabia, Indonesia Saudi Arabia, Indonesia Malaysia, Singapore Malaysia, Singapore High Saving rate, availability of credit High Saving rate, availability of credit
Industrial Industrial
Lessons to learn
Adjust yourself to the external Adjust yourself to the external environment environment Avoid Dinosaur Dilemma. Avoid Dinosaur Dilemma. Plan for change Plan for change Avoid surprises. Avoid surprises. Create Opportunity from Environment Create Opportunity from Environment Avoid them to become threats. Avoid them to become threats.