manager of Dynamic International Ltd. I will explain what are micro and macro environment factors and how do they affect his marketing decisions as well as consumer buying behaviour. I will propose him segmentation criteria‚ targeting and positioning for his products. Micro environment Micro environment consists of the different types of stakeholders outside the organisation. The constituents or stakeholders of the micro environment include customers‚ suppliers‚ creditors‚ distributors‚ dealers
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External Analysis of the UK Biscuit Market 1.1 Definition *and Growth *of the* UK Biscuit* Market Figure A: {draw:frame} Source: Data Monitor (2008‚ (a)) Furthermore‚ Mintel (2009‚ (a)) states how sales within the industry grew by 12.4% between 2007 and 2009‚ with both sweet and non-sweet biscuits contributing to theses impressive figures. Indeed‚ they also point out that the UK biscuit market is worth around £2.1 billion‚ so there is continuing evidence to suggest that the industry is
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Mintel 2007 and Keynote 2008 Task 1 i) Definition of the market The market for Biscuits has been growing in the past few years as the products are popular in the UK market. More than 90% people in UK have consumed Biscuits last year but consumer behaviour has changed during the last few years into a healthier lifestyle. Healthier and low fat Biscuits represent the largest sector of the market. Sales through foodservice and the market for fresh‚ frozen and chilled cakes are not analysed in this
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MICROENVIRONMENT Micro environment means the environment with in the organization/company which is totally under the control. a. The company itself (including departments). b. Suppliers. c. Marketing channel firms (intermediaries). d. Customer markets. e. Competitors. f. Publics. 1. The Company’s Microenvironment a. The Company The first factor is the company itself 1). Top management is responsible for setting the company’s mission‚ objectives‚ broad strategies‚ and policies
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CHAPTER 3: THE MICRO ENVIRONMENT MGMT 488 – STRATEGY AND POLICY OVERVIEW The micro environmental analysis is the second step in creating the Environmental Analysis. The micro environment examines the general business climate as it relates to the organization within its industry. The micro environment is also known as Porter’s Five Forces of Competition. The macro environment is primarily concerned with major issues and upcoming changes in the environment. The analysis looks at five areas of interest
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MICRO ENVIRONMENT includes the following factors. 1.SUPPLIERS : Suppliers are those people who are responsible for supplying necessary inputs to the organization and ensure the smooth flow of production. 2.COMPETITORS : Competitors can be called the close rivals and in order to survive the competition one has to keep a close look in the market and formulate its policies and strategies as such to face the competition. 3.MARKETING INTERMEDIARIES : Marketing intermediaries aid the company in promoting
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Jewels 3 Micro environment 3 a) Customer. 3 b) Supplier. 3 c) Competitors. 3 d) Marketing intermediate 4 Macro environment 4 a) Political 4 b) Economic 4 c) Technology 4 Libresse 5 Micro environment 5 a) Customer 5 b) Company 5 c) Competitors 5 Macro environment 6 a) Cultural. 6 b) Economic 6 c) Natural 6 d) Demographic 6 Fair & Lovely 7 Micro environment 7 a) Company 7 b) Customer 7 c) Public 7 d) Competitor 7 Macro environment 8 a) Cultural
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1.1 The micro-environment This environment influences the organization directly. It includes suppliers that deal directly or indirectly‚ consumers and customers‚ and other local stakeholders. Micro tends to suggest small‚ but this can be misleading. In this context‚ micro describes the relationship between firms and the driving forces that control this relationship. It is a more local relationship‚ and the firm may exercise a degree of influence. These are internal factors close to the company
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Micro Macro A company ’s marketing environment is made up of the ACTORS AND FORCES outside marketing that affect marketing management ’s ability to build and maintain successful RELATIONSHIPS with target customers. The marketing environment is made up of the micro environment and the macro environment. The micro environment consists of the ACTORS CLOSE to the company that affect its ability to serve its customers - the company‚ suppliers‚ marketing intermediaries‚ customer markets‚ competitors
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Introduction Micro environment is the specific or the task environment of a business which affects its working or operations directly on a regular basis. While the changes or transformation in the macro environment will affect the business in the long run‚ the effects of changes or transformation in the microenvironment will be noticed immediately as it is near to the internal part of the business itself. Let us take a roughly look at the macro environment just to get the rough idea
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