Environmental Scanning
ENVIRONMENTAL SCANNING
Environmental scanning is a process of gathering, analyzing, and dispensinginformation for tactical or strategic purposes. The environmental scanning processentails obtaining both factual and subjective information on the businessenvironments in which a company is operating or considering entering.Environmental scanning is the process in which a firm continually collects andevaluates information about its external environment. There are six main categoriesof environmental data to consider when evaluating marketing decisions. These aresocial forces, demographic forces, economic forces, technological forces, politicaland legal forces, and competitive forces.
There are several marketing procedures to consider when increasing customers inthe automobile detailing business. It is especially hard for smaller businesses to getstarted. One of the most important marketing tools used is personal selling.Sending a person from one car dealership to the next with fliers is a good way to promote the company. Word of mouth can also attract customers such as familieswho may need their car cleaned, but not a daily basis. Another example of amarketing procedure is to identify loyal customers and offer them specialdiscounts The outside environment affects marketing in the automobile detailing business, because automobile detailers are dependent on the car dealerships. If business isslow for the dealerships it will hurt the detailing business.If there is a lot of competition in the area, then the business will have toconcentrate on marketing their business over the others. The size and reputation of a company can also affect the business. There are many factors of marketing thatcan affect the way that the automobile industry operates.
1.2.1. Product categories of the Automobiles Segment
The Automobile segment comprises of the following four broad categories of vehicles
• Passenger Vehicles
• Commercial Vehicles
• Three-wheelers
•
Environmental scanning is a process of gathering, analyzing, and dispensinginformation for tactical or strategic purposes. The environmental scanning processentails obtaining both factual and subjective information on the businessenvironments in which a company is operating or considering entering.Environmental scanning is the process in which a firm continually collects andevaluates information about its external environment. There are six main categoriesof environmental data to consider when evaluating marketing decisions. These aresocial forces, demographic forces, economic forces, technological forces, politicaland legal forces, and competitive forces.
There are several marketing procedures to consider when increasing customers inthe automobile detailing business. It is especially hard for smaller businesses to getstarted. One of the most important marketing tools used is personal selling.Sending a person from one car dealership to the next with fliers is a good way to promote the company. Word of mouth can also attract customers such as familieswho may need their car cleaned, but not a daily basis. Another example of amarketing procedure is to identify loyal customers and offer them specialdiscounts The outside environment affects marketing in the automobile detailing business, because automobile detailers are dependent on the car dealerships. If business isslow for the dealerships it will hurt the detailing business.If there is a lot of competition in the area, then the business will have toconcentrate on marketing their business over the others. The size and reputation of a company can also affect the business. There are many factors of marketing thatcan affect the way that the automobile industry operates.
1.2.1. Product categories of the Automobiles Segment
The Automobile segment comprises of the following four broad categories of vehicles
• Passenger Vehicles
• Commercial Vehicles
• Three-wheelers
•