MARKETING PRINCIPLES

Introduction –

I’m a newly appointed marketing manager, I am required to carry out a market environment situation analysis.

2.1

Micro – Some of these factors are connected with the company and affect the business. These factors have an massive impact on businesses and if not taken care of, it could destroy a business. A few examples of micro environments are customers, trade unions and banks.

Micro Internals – Micro internal factors are that factors that can be controlled such as capital assets and material.

Macro – Factors that can’t be controlled but very important when marketing a product. These factors should be always under watch as it implies that you stick with legislations laws.

Below I have created a table illustrating what factors contribute to each environment.

MACRO ENVIRONMENT
MICRO ENVIRONMENT
INTERNAL ENVIRONMENT
Media
Population change
Carbon neutral
Smart phones
Recession
Inflation
Media
Banks
Employees
Customers
Suppliers
Distributors
Trade Unions
Materials
Machinery
Employees
Capital assets
Company policies
Company procedures

PESTEL Analysis

PESTEL stands for Political, Economic, Social, Technological, Environment & Legal.

Below I have created a table illustrating the PESTEL analysis.

Political
Foreign Trade
Government Policy
Tax
Economic
Inflation
Growth
Unemployment Rates
Social
Population growth
Age
Career
Technological
Distribution
Communication
Production of product
Environmental
CO2 Footprint
Population
Laws
Legal
H&S
Employment Regulation
Consumer Laws
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S.W.O.T Analysis

The SWOT analysis is an extremely useful tool for understanding and decision-making for all sorts of situations in business and organisations. SWOT stands STRENGTHS, WEAKNESSES, OPPORTUNITIES & THREATS. SWOT analysis ensures there is good framework for reviewing strategy, position and direction for a company. It helps a business carve a sustainable