What is the marketing environment
Being surrounded by the company affects the marketing environment of the company. There are three main views on market environment: macro environment (macro environment), micro environment (micro environment) and internal environment (internal environment).
Microenvironment, microenvironment has a direct impact on the company. It includes suppliers, consumers and customers who deal directly or indirectly, as well as other minority shareholders. Slight meaning is a minority, but a few does not mean unimportant. The relationship between the microscopic meaning in this paper and the power of the company to control this relationship. This is a local relationship and the company can exercise some influence.
Macro-economic environment and all factors that can be indirectly affected by macro-environment. Generally speaking, companies and laws cannot have any influence (although the legislature can also set up trade organizations in the usual sense). In the rapidly changing market, enterprises need to follow the changes in order to pay attention to the changes in the fierce market competition. Globalization means that emerging substitute products and emerging companies pose a threat. The broader environment is constantly changing, and the changes brought by marketers must adapt to culture, politics, economy and technology.
milieu interne
All these factors affect the so-called "internal environment" in the company. The internal environment can be summarized as "five M's: changes in personnel, funds, equipment, raw materials, markets, and the environment inside and outside the markets. Equally important, as marketers, we are called "internal marketing" to deal with the process of market changes.
Basically, marketing means are used to promote communication and improve management level.
The external environment can be monitored by other methods, such as SWOT analysis, Michael Porter's "five forces analysis" or PEST analysis.
Power analysis SWOT advanced
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SWOT analysis of strengths and weaknesses, opportunities and threats to monitor the company's marketing methods. However, when you teach us SWOT analysis, you will find that it has many limitations.
The problems it produces can be solved, more advanced power SWOT analysis. Power (individual), experience (experience), rules (order), proportion (proportion) and attention to details (emphasizing details) are short for (a level and priority), which is called SWOT analysis.
P = personal experience (personal experience)
Combining your experience, skills, knowledge, attitude and belief, your insight and conscious SWOT analysis will have an impact.
O = Rules-Advantages or Disadvantages, Opportunities, Threats (Orders)
Because of the dividing line between internal advantages, disadvantages and external opportunities and threats, it is difficult to determine the mixture of opportunities and advantages, disadvantages and threats. For example, people will mistakenly say that global warming and temperature changes regard environmental protection as a potential opportunity, not a threat.
W = specific gravity (specific gravity)
People usually don't compare SWOT analysis with various elements. Some controversial elements must be equal to elements and must be compared to determine the priority. Use percentage method, such as threat A = 10%, threat B = 70%%, threat C = 20%% (total threat is 100%).
E = attention to detail (emphasis on detail)
SWOT analysis usually ignores details, reasoning and judgment. People often look for a few short sentences, for example, the opportunity to list more detailed "technologies": "The list of technical analysis makes it possible to purchase through mobile devices, which will give our company a unique competitive advantage", which will greatly help you make a decision? How to best evaluate and compare different elements?
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R = clear priority (rank and priority)
Once the details and elements have been evaluated, you can move on to the next step. For some strategic SWOT analysis, first choose your marketing strategy and the most important elements, and arrange them according to the word order of the highest priority elements from high to low. For example, C = 60%%, A = 25%% opportunity, and B = 10%%, then your marketing plan should first find the advantages and opportunities of the corresponding points, and eliminate the current strength gap and future opportunities. Finally, you must try to turn threats into opportunities (such as examples of global warming and temperature concepts) and further advantages.
At this time, gap analysis will show its importance, such as what do we want to do after we leave? Policy analysis (strategy) will help to narrow the difference between the two.
SWOT analysis:
Advantages (advantages), disadvantages (disadvantages), opportunities (opportunities), threats (threats)
SWOT analysis is a tool to detect the business environment of enterprises. This is the first step in making a plan, which enables us to focus on key issues. Each letter of SWOT stands for strengths, weaknesses, opportunities and threats. Advantages and disadvantages of internal factors, opportunities and threats are external factors.
SWOT analysis shows that the advantages and disadvantages of each internal component are as follows:
Advantages:
Advanced marketing experience.
Innovative products or services.
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Quality control flow and quality procedures.
Other products and services have value-added effects.
Disadvantages:
Lack of marketing experience.
Homogenization of products or services.
Business.
Inferior products or services.
disrepute
SWOT analysis, opportunities and threats refer to the impact on external factors, as follows:
/& gt； Opportunities:
Growing emerging markets, such as the Internet.
Merger, joint venture and strategic alliance.
More profitable market segments.
Emerging international markets.
The competitor withdrew from the market.
Threats:
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Competitors enter the local market.
"price war"
Research and development of competitors and intrusive products or services.
Competitors have better distribution channels.
The government began to tax your products or services.
It must be pointed out that SWOT analysis is very subjective and cannot be relied on. Too many. Different people will come to different SWOT conclusions. TOWS analysis SWOT analysis is very similar, it first looks at a disadvantage and turns it into an advantage. SWOT analysis can be used as a reference, but it is not the only method. BR/>；
Simple rules for successful application of SWOT analysis:
SWOT analysis must objectively understand the strengths and weaknesses of the company.
SWOT analysis must distinguish the company's current situation and prospects.
SWOT analysis must be considered comprehensively.
SWOT analysis must be compared with competitors, such as higher or worse than your competitors.
Keep SWOT analysis simple and avoid complexity and over-analysis.
The following is a simple SWOT analysis case:
Case 1: SWOT analysis of Wal-Mart;
Advantages-Wal-Mart is a famous retail brand with cheap goods and one-stop shopping.
Disadvantages-Although Wal-Mart has leading IT technology, due to its stores all over the world, this span will lead to insufficient control in some aspects.
Opportunities-acquisitions, mergers or strategic alliances with other international retailers, focusing on specific markets, such as Europe and Greater China.
Threat-the goal pursued by all competitors.
Case 2: SWOT analysis of Starbucks;
Advantages-Starbucks Group's profitability is very strong, and its revenue in 2004 exceeded $6 million.
Disadvantages-continuous improvement and innovation of Starbucks famous products. (It can be understood as the instability of the product line)
Opportunities-launch new products and services, such as selling coffee shows.
Threat-rising prices of coffee and dairy products.
Case 3: Nike SWOT analysis;
Advantages-Nike is a very competitive company, and one of the most frequently mentioned words by its founder and CEO, phil knight, is "shopping malls are like battlefields" (business is a battlefield without bullets). /a & gt；
Disadvantages-Nike has a full range of sports products. (This is an understandable key product)
Opportunities-products that are constantly being developed.
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Threat trap in international trade.
Pest analysis
What is pest analysis?
Before starting the marketing plan, we must consider the company's market environment, which is a very important market environment analysis. In fact, it should be a long-term project, and the marketing plan will have an all-round impact. The marketing environment of the company includes the following aspects:
Internal environment, such as employees (internal customers), office technology, salary, finance, etc.
Micro-environment, such as external customers, agents, distributors, suppliers, competitors, etc.
3。 Macro-environment: such as national policies (or laws), economic strength, social and cultural strength, and scientific and technological strength. These are the so-called pest molecules.
Political factors (political factors):
Political will has a very significant impact on corporate governance, consumption capacity and other enterprise-related activities. You must remember the following points:
1。 Is it a stable political environment?
2。 Will the national policy change the law? So, strengthen the supervision of enterprises and collect more taxes?
3。 Does the government hold market moral standards?
4。 What about the government's economic policy?
5。 What is the government's culture and religion in this respect?
6。 Has the government signed trade agreements with other organizations, such as the European Union, the North American Free Trade Area, ASEAN, etc.
Economic factors (economic factors):
Marketers need to look at the short-term and long-term economy and trade of various countries, especially the international market. You can refer to the following points:
1。 Interest rate.
2。 Inflation rate and per capita employment rate.
3。 Long-term expected per capita GDP.
Different social and cultural factors (better social and cultural):
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Social and cultural enterprises of the country. Very important social and cultural factors, including the following:
1。 The religion with the largest number of followers?
2。 What is the attitude of people in this country towards foreign products and services?
3。 Will the language barrier affect the products sold?
4。 Consumers have a lot of free time?
5。 What are the roles of men and women in this country?
6。 Longevity: the prosperity of the elderly in this country?
/& gt； 7. How to treat people's environmental problems?
Technical elements (technical factors):
Technology is the driving force of globalization and the competitive advantage of enterprises. Which technical elements are described below:
Whether it is technology, products or services, reduce costs and improve quality?
2。 Is it technology that provides consumers and enterprises with more innovative products and services, such as online banking and a new generation of mobile phones?
How does technology change distribution channels, such as online bookstores, air tickets and auctions?
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Five-force model analysis
4。 /& gt； Market environment analysis
Five forces analysis helps marketers identify the current competitive market environment. It is similar to other marketing tools such as pest analysis, but it focuses more on a single business or strategic business unit (USB) than a single product or product. For example, Dell Business Computers is a strategic business unit.
The five key points included in the five-force analysis are: market access threat (goods threat), power supply by power buyers (suppliers), power supply, substitute product threat (substitute threat) and competition of competitors' competitiveness.
Market access threat (entry threat)
Economies of scale, such as the benefits of bulk purchasing.
Market entry threshold (cost), such as using the latest technology, what is the cost?
Reduce distribution channels, such as those established by your competitors?
/& gt； ? The scale cost advantage compared with other companies, such as the personal relationship of employees who lack knowledge, or large companies, or the learning curve effect.
Will competitors retaliate?
For example, government behavior, will the government formulate new laws to reduce the company's advantages?
Differentiated competition, such as champagne brand counterfeiting, thus reducing the impact of market environment on the company.
Buyer's power (buyer's power)
Oligopoly leads to high-priced products, such as large supermarket chains.
There are many homogeneous small suppliers in the market. For example, the supply of agricultural products, such as small suppliers of large supermarket chains.
The cost of changing suppliers is low, such as changing the fleet.
Supplier's power supply (power supplier)
The strength of suppliers and buyers is relative. BR/>；
Changing suppliers is costly, such as changing software suppliers.
Powerful brands, such as Cadillac, Pizza Hut and Microsoft.
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Because the market conditions of customers with low bargaining power are scattered, such as gas stations in remote areas.
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Substitute products (threat of substitutes)
? Completely replace products, such as e-mail instead of fax, if improved toothpaste replaces dentists.
? Do not completely replace products, replace tourism enterprises, such as travel videos.
Non-necessities such as cigarettes.
Competitive hostility of competitors
There are many competitors, markets and risks, and the bargaining power of suppliers and buyers is stronger. The center of the five-force analysis is the competitor of the chart.