Global Marketing Environment and Country Road
1.01. Introduction:
In this report I will analyse Country Road Clothing Company (CR) and the CR customer. Specifically, I will be analysing the marketing environment and Country Road’s approach to this environment and how CR market to their customers. I will look it why the marketing in Australia is so successful but how this same success was not translated in overseas markets. I will also discuss the different macro and micro environmental influences to this failure in the U.S. markets and make recommendations on how CR might have learnt from previous marketing mistakes and show how they are striving for success in the future.
1.02. Critical evaluation of the chapter:
Kotler describes the Marketing environment as “ The actors and forces outside marketing that affect marketing management’s ability to develop and maintain successful transactions with its target customers” (Kotler 2010)
Figure 1. ( www.marketingteacher.com, 2010)
Before embarking on new ventures, a company should analyse the marketing environment to gain a more solid understanding of any opportunities or possible threats that may influence the success of the proposed venture. “The organisation’s marketing environment can be divided into the microenvironment and the macro environment”. (Kotler, 2010).
By analysing the microenvironments and macro environments before undertaking major changes in business, companies will have a better understanding of what their customer is looking for, and how the customer behaves within the marketplace. It can also determine trends in buying behaviour and possibly minimise losses due to potential competitor threats or may even reveal cultural occurrences that may make the venture impractical. Companies that choose to enter into new markets without this research can suffer major financial losses. This is not only a crucial factor when starting out but it will also assist in maintaining success and ensuring longevity in the global market place.
2.01.
In this report I will analyse Country Road Clothing Company (CR) and the CR customer. Specifically, I will be analysing the marketing environment and Country Road’s approach to this environment and how CR market to their customers. I will look it why the marketing in Australia is so successful but how this same success was not translated in overseas markets. I will also discuss the different macro and micro environmental influences to this failure in the U.S. markets and make recommendations on how CR might have learnt from previous marketing mistakes and show how they are striving for success in the future.
1.02. Critical evaluation of the chapter:
Kotler describes the Marketing environment as “ The actors and forces outside marketing that affect marketing management’s ability to develop and maintain successful transactions with its target customers” (Kotler 2010)
Figure 1. ( www.marketingteacher.com, 2010)
Before embarking on new ventures, a company should analyse the marketing environment to gain a more solid understanding of any opportunities or possible threats that may influence the success of the proposed venture. “The organisation’s marketing environment can be divided into the microenvironment and the macro environment”. (Kotler, 2010).
By analysing the microenvironments and macro environments before undertaking major changes in business, companies will have a better understanding of what their customer is looking for, and how the customer behaves within the marketplace. It can also determine trends in buying behaviour and possibly minimise losses due to potential competitor threats or may even reveal cultural occurrences that may make the venture impractical. Companies that choose to enter into new markets without this research can suffer major financial losses. This is not only a crucial factor when starting out but it will also assist in maintaining success and ensuring longevity in the global market place.
2.01.