Summary: Marketing Analysis
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2 Strategic Planning
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Mission statement -> Reason for companies existence
-Realistic
-Specific
-Motivating
-Distinctive (diffrent) competencies (USP )
-Market oriented + Needs -
3 Marketing Environment
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External analysis = Meso Environment = Uncontrollable but Influenceable
-Customers
-Competitors
-Intermediars
-Suppliers(delivery)
-Audiences(press) -
External analysis = Macro Environment = DEPEST
-Demographic Forces
-Economic forces (Consumer Spending )
-Political/Law forces ( New Law )
-Ecological forces (Sustainability)
-Social/Cultural forces
-Technological Trend -
5 forces of Porter = To analyse external environment
- Competitive rivalry
- Threat of new entry
- Buyer power
-Supplier power
- Threat of new substitute -
What are the characteristics of the MESO environment and what does this environment consist of?
Characteristics:
-Uncontrollable
-Limited influence
Consists of:
1. Customers
2. Competitors
3. Intermediars
4. Suppliers
5. Audiences -
4 Services
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PORTER competitors strategy
- Cost leadership (offering the lowest price)
- Differentiation (higher product quality)
- Focus (specialised) -
T&W competitors strategy
- Product leadership (you are the best in you branche, highest price)
- Operational excellence (provides superior value for lowest price)
- Customer intimacy (getting closer to customer) -
5 Consumer behaviour
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Consumer behaviour, are strongly influenced by
- Cultural factors (subculture = group)
- Social factors (weath)
- Personal factors (lifestyle, age, lifestage)
- Psychological factors (Maslov) -
HENRY ASSAEL Types of buying behaviour
- Complex buying behaviour (u only want milka)
- Variety seeking buying behaviour (today milka, tomorrow toney)
- Dissonance buying behaviour (to much choice, just pick one)
- Habitual buying behaviour (you always buy milka) -
7 Internal
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4 p's -> To analyse the Micro environment
-Product/Service (customer value)
-Price (costs)
-Place (convenience)
-Promotion (communication + image)
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