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MARKET ENVIRONMENT

MARKET ENVIRONMENT. MARKET ENVIRONMENT. Managers´ important task is to know the market environment If the managers want to plan well, they must know the environment where their company works  we speak about market environment. THE USED METHODS FOR KNOWING MARK E T ENVIRONMENT.

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MARKET ENVIRONMENT

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  1. MARKET ENVIRONMENT

  2. MARKET ENVIRONMENT • Managers´ important task is to know themarket environment • If the managers want to plan well, they must know the environment where their company works  we speak about market environment

  3. THE USED METHODS FOR KNOWING MARKET ENVIRONMENT • BCG matrix (see the presentation Marketing) • Product life cycle (see the presentation Product) • SWOT analysis (see the slides below) • The Ansoff Matrix • Gap analysis • Benchmarking

  4. SWOT ANALYSIS (SWOT MATRIX) • One of the mostcommon methods of getting information abouta company and its environment • It was invented by Albert Humphrey • It divides characteristics ofthecompany and its environment into 4 groups: • Strengths • Weaknesses • Opportunities • Threats

  5. SWOT ANALYSIS - CONTINUATION POSITIVE FACTORS STRENGHT OPPORTUNITIES NEGATIVE FACTORS THREATS WEAKNESESS INTERNAL FACTORS EXTERNAL FACTORS

  6. EXAMPLES OF SWOT FACTORS • Internal factors: • product quality • skills, ability and efficiency of employees • work of management • hardware and technologies • External factors: • competition • political situation • financial, natural and technical factors

  7. MARKET ENVIRONMENT • The marketers divide market environment into two parts: • Micro-Environment (near environment) • Macro-Environment (external environment) COMPANY LTD

  8. MICRO-ENVIRONMENT • The micro-environment refers to the forces that are close to the company • Factors that the company may affect with its activities (at least partly) COMPANY LTD

  9. MICRO-ENVIRONMENT • Includes: • company itself • suppliers • marketing intermediaries • customer markets • public

  10. MICRO-ENVIRONMENT • Company - employees, salary levels, staff qualifications, facilities in the company, work itself (using technology or not), the complexity of decision-making and transmitting information inthecompany • Customer markets – if final customers or other companies shop bythis company • Public relations – relations with customers, people who live near the company, public administration, interest groups (e.g. environmental movement) etc.

  11. MACRO-ENVIRONMENT • The forces that affect business • The organization cannot control these forces, it can onlybe preparedfor changes COMPANY LTD

  12. MACRO-ENVIRONMENT • Includes factors: • demographic • technical and technological • natural • political • economical • cultural and social

  13. DEMOGRAPHIC FACTORS = composition the population by: • age • sex • religion • education • population density • employment • etc.

  14. TECHNICAL AND TECNOLOGICAL FACTORS • Speed of technological change • Research costs • Environmental impact of production • Level of production facility

  15. NATURAL FACTORS • Natural resources • Environmental factors • Weather

  16. POLITICAL FACTORS • Laws and regulations in the area where the company works and where sells • Taxes • Economic constraints

  17. ECONOMICAL FACTORS • Real incomes of consumers • Price levels • Attitude to money lending • GDP • Phase of business cycle

  18. CULTURAL AND SOCIAL FACTORS • Consumers basic values (freedom, family, hard work, social harmony) • Social class • Stage of family life (empty nest, full nest …) • Interest groups

  19. Resources: • http://en.wikipedia.org/wiki/SWOT_analysis • http://productlifecyclestages.com/ • http://oxlearn.com/arg_Marketing-Resources-Marketing-Environment_11_28 • http://marketmedialife.blogspot.cz/2012/09/marketing-101-cultural-factors.html • www.pixabay.com

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