marketing
Table of Contents
Introduction & Company profile:
Type of business
Geographic domain
Culture of senior management
Competitive situation
Marketing Audit:
External environment - Macro environment (PEST)
Political, Governmental, and Legal forces:
Political stability, Government regulations & deregulations.
Changes in tax laws, Changes in patents(التراخيص) laws
Level of government subsidies, Country to other countries relationships
Trading policies& Import-export regulations
Political conditions in foreign countries
Facilities for the entrance for new foreign investment,
Size of government budgets, The relations with other countries
Economic forces
Availability of credit and saving, Level of disposable income
Interest rates, Inflation rates, Unemployment , Stock Market trend
Foreign countries’ economic conditions
Monetary policies, investment laws and regulations,
The GDP and income level (which directly reflects on consumer spending power)
The currency depreciation or appreciation, Wages level price elasticity of demand
Social, Cultural, Demographic, and Environmental forces:
Number of marriages, divorces, births, and deaths, Social security programs
Per capita Income, Lifestyle, Traffic congestion, Trust in government
Average level of education, Population changes by race, age, and sex
Air pollution size, structure, and regional distribution of the population
Cultural fear or freedom level, Cultural symbol (status)
What’s socially acceptable?
The attitudinal changes towards business ( product / services) produced
Technological forces
Internet availability and usage, E-commerce
The rate of development, The presence of skilled persons
Presence of technological capabilities.
Substitute might replace the organization’s product.
External environment -Task environment
(1) Markets
Size, growth rate and geographical distribution of the organization’s market.
The existing market segment
Introduction & Company profile:
Type of business
Geographic domain
Culture of senior management
Competitive situation
Marketing Audit:
External environment - Macro environment (PEST)
Political, Governmental, and Legal forces:
Political stability, Government regulations & deregulations.
Changes in tax laws, Changes in patents(التراخيص) laws
Level of government subsidies, Country to other countries relationships
Trading policies& Import-export regulations
Political conditions in foreign countries
Facilities for the entrance for new foreign investment,
Size of government budgets, The relations with other countries
Economic forces
Availability of credit and saving, Level of disposable income
Interest rates, Inflation rates, Unemployment , Stock Market trend
Foreign countries’ economic conditions
Monetary policies, investment laws and regulations,
The GDP and income level (which directly reflects on consumer spending power)
The currency depreciation or appreciation, Wages level price elasticity of demand
Social, Cultural, Demographic, and Environmental forces:
Number of marriages, divorces, births, and deaths, Social security programs
Per capita Income, Lifestyle, Traffic congestion, Trust in government
Average level of education, Population changes by race, age, and sex
Air pollution size, structure, and regional distribution of the population
Cultural fear or freedom level, Cultural symbol (status)
What’s socially acceptable?
The attitudinal changes towards business ( product / services) produced
Technological forces
Internet availability and usage, E-commerce
The rate of development, The presence of skilled persons
Presence of technological capabilities.
Substitute might replace the organization’s product.
External environment -Task environment
(1) Markets
Size, growth rate and geographical distribution of the organization’s market.
The existing market segment