1. Analysing The Current Situation
The External Environment
Chapter 2
Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Essential Marketing Skills by Rix
Slides prepared by Joe Rosagrata

2. Slides prepared by Joe Rosagrata
Our changing world
Changing attitudes to
Work
Leisure
Lifestyle
New gender and family roles
Communication revolution
Tougher market conditions
Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Essential Marketing Skills by Rix
Slides prepared by Joe Rosagrata
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3. Slides prepared by Joe Rosagrata
External macro-environment
Economic
conditions
Demo-
graphics
Competition
COMPANY’S
MARKETING
PROGRAM
Social
and cultural
forces
Technology
Political
and legal
forces
Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Essential Marketing Skills by Rix
Slides prepared by Joe Rosagrata
2-2

4. Slides prepared by Joe Rosagrata
Macro environmental factors
Six interrelated macro environmental forces can affect an organisations marketing program:
Demographics
Economics conditions
Competition
Social and cultural forces
Political and legal forces
Technology
Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Essential Marketing Skills by Rix
Slides prepared by Joe Rosagrata
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5. Slides prepared by Joe Rosagrata
Competition
A marketing program is influenced by four types of competitive structures.
Pure competition.
Monopolistic competition.
Oligopoly.
Monopoly.
Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Essential Marketing Skills by Rix
Slides prepared by Joe Rosagrata
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6. Slides prepared by Joe Rosagrata
Monitoring the environment
Marketing intelligence
Monitor business trends and new developments.
Study population growth models (ABS).
Review of government publications, industry periodicals, news releases.
Attending conferences and exhibitions.
Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Essential Marketing Skills by Rix
Slides prepared by Joe Rosagrata
2-5

7. Slides prepared by Joe Rosagrata
External micro environment
Micro forces that are external to the firm of which it has direct involvement.
The firm’s market.
Its producer-suppliers.
Its marketing intermediaries.
Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Essential Marketing Skills by Rix
Slides prepared by Joe Rosagrata
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8. Slides prepared by Joe Rosagrata
External micro environment (cont.)
Marketing
inter-
mediaries
Marketing
inter-
mediaries
The
Market
COMPANY’S
MARKETING
PROGRAM
Suppliers
The
market
Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Essential Marketing Skills by Rix
Slides prepared by Joe Rosagrata
2-7

9. Slides prepared by Joe Rosagrata
S.W.O.T. analysis
A ‘S.W.O.T. Analysis’ is a tool used for conducting an internal study of the organisation’s Strengths and Weaknesses, and of the Opportunities and Threats it faces.
Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Essential Marketing Skills by Rix
Slides prepared by Joe Rosagrata
2-8

10. Internal and non-marketing resources
Financial
resources
Human
resources
Production
facilities
COMPANY’S
NONMARKETING
RESOURCES
Company
image
Location
R & D
Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Essential Marketing Skills by Rix
Slides prepared by Joe Rosagrata
2-9

11. Slides prepared by Joe Rosagrata
The firm’s entire environment and marketing program
Copyright  2003 McGraw-Hill Australia Pty Ltd PPTs t/a Essential Marketing Skills by Rix
Slides prepared by Joe Rosagrata
2-10