MARKET ENVIRONMENT. Managers´ important task is to know the market environment If the managers want to plan well, they must know the environment where.

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Presentation transcript:

MARKET ENVIRONMENT

Managers´ important task is to know the market environment If the managers want to plan well, they must know the environment where their company works  we speak about market environment

THE USED METHODS FOR KNOWING MARKET ENVIRONMENT BCG matrix (see the presentation Marketing) Product life cycle (see the presentation Product) SWOT analysis (see the slides below) The Ansoff Matrix Gap analysis Benchmarking

SWOT ANALYSIS (SWOT MATRIX) One of the most common methods of getting information about a company and its environment It was invented by Albert Humphrey It divides characteristics of the company and its environment into 4 groups: Strengths Weaknesses Opportunities Threats

SWOT ANALYSIS - CONTINUATION OPPORTUNITIES THREATS STRENGHT WEAKNESESS INTERNAL FACTORSEXTERNAL FACTORS

EXAMPLES OF SWOT FACTORS Internal factors: product quality skills, ability and efficiency of employees work of management hardware and technologies External factors: competition political situation financial, natural and technical factors

MARKET ENVIRONMENT The marketers divide market environment into two parts: Micro-Environment (near environment) Macro-Environment (external environment) COMPANY LTD

MICRO-ENVIRONMENT The micro-environment refers to the forces that are close to the company Factors that the company may affect with its activities (at least partly) COMPANY LTD

MICRO-ENVIRONMENT Includes: company itself suppliers marketing intermediaries customer markets public

MICRO-ENVIRONMENT Company - employees, salary levels, staff qualifications, facilities in the company, work itself (using technology or not), the complexity of decision-making and transmitting information in the company Customer markets – if final customers or other companies shop by this company Public relations – relations with customers, people who live near the company, public administration, interest groups (e.g. environmental movement) etc.

MACRO-ENVIRONMENT The forces that affect business The organization cannot control these forces, it can only be prepared for changes COMPANY LTD

MACRO-ENVIRONMENT Includes factors: demographic technical and technological natural political economical cultural and social

DEMOGRAPHIC FACTORS = composition the population by: age sex religion education population density employment etc.

TECHNICAL AND TECNOLOGICAL FACTORS Speed of technological change Research costs Environmental impact of production Level of production facility

NATURAL FACTORS Natural resources Environmental factors Weather

POLITICAL FACTORS Laws and regulations in the area where the company works and where sells Taxes Economic constraints

ECONOMICAL FACTORS Real incomes of consumers Price levels Attitude to money lending GDP Phase of business cycle

CULTURAL AND SOCIAL FACTORS Consumers basic values (freedom, family, hard work, social harmony) Social class Stage of family life (empty nest, full nest …) Interest groups

Resources: Environment_11_28 factors.html

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