Marketing Environment
INTRODUCTION: The paper is based on the ability to display effective use of the concepts of segmentation, targeting and positioning to increase the performance and achieve sales/profit targets of a company called Sweet Drinks plc which has been experiencing a steady decrease in sales over the past five (5) years. Appointed as the Strategic Marketing Manager, the main objective is to propose an alternative approach to achieving the company’s goals and objectives.
FINDINGS:
2.1 Show the macro and micro environmental factors which influence marketing decisions.
Marketing Environment The marketing environment consists of all the factors of a market which impact a marketing management’s decision when producing products as well as developing and maintaining profitable customer relationships with the target customers. The different levels of the environment are micro environment and macro environment.
Micro Environment Micro Environment is the internal and immediate aspects or factors of an organisation or its stakeholders which influence and affect the organisation’s operations, performance and decision making, creating value for customers. There are many key elements of the micro environment such as customers, competitors, suppliers, shareholders, employees, media, governments and banks.
Customers
The customers are a key element of the micro environment and are connected stakeholders of an organisation and are vital for a profitable and sustainable organisation. Customers are the ones purchasing the goods and services of the organisation controlling either an increase or decrease in sales and profits occurrence within the organisation. As a result, organisations should locate customers or discover the target market, perform market research to understand their needs then provide sufficient goods and services of high quality and durability to satisfy the needs of the consumers efficiently. Customers can influence the nature of Sweet Drinks’
FINDINGS:
2.1 Show the macro and micro environmental factors which influence marketing decisions.
Marketing Environment The marketing environment consists of all the factors of a market which impact a marketing management’s decision when producing products as well as developing and maintaining profitable customer relationships with the target customers. The different levels of the environment are micro environment and macro environment.
Micro Environment Micro Environment is the internal and immediate aspects or factors of an organisation or its stakeholders which influence and affect the organisation’s operations, performance and decision making, creating value for customers. There are many key elements of the micro environment such as customers, competitors, suppliers, shareholders, employees, media, governments and banks.
Customers
The customers are a key element of the micro environment and are connected stakeholders of an organisation and are vital for a profitable and sustainable organisation. Customers are the ones purchasing the goods and services of the organisation controlling either an increase or decrease in sales and profits occurrence within the organisation. As a result, organisations should locate customers or discover the target market, perform market research to understand their needs then provide sufficient goods and services of high quality and durability to satisfy the needs of the consumers efficiently. Customers can influence the nature of Sweet Drinks’