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The marketing Environment
LU 2
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A few concepts MARKETING
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Distribution
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Marketing environment
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Macro Environment Market Environment Micro Environment
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Micro Environment Strengths - what makes you good
Weaknesses - what draws you down Functional areas…. Have S & W Strengths – build on them Weaknesses – eliminate them Examples:
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Strength – brand name
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Strength
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Market environment Competitors Customers Intermediaries Suppliers
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Competitors
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Are you hungry??????????????
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Competitors Are uncontrollable Source of opportunity or threat
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Customers
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How big is a market?
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How wealthy is a market
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Gnp – gross national product
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Is the population growing
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VS
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Where is the market located?
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Urbanisation
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How do we describe a market?
Demographics
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Intemediaries
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Wholesalers…..
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Wholesalers
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Suppliers All sorts of suppliers……
Electricity, security, rental space, cleaners..
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So who do you need to remember in the market environment?
Competitors Customers Intermediaries Suppliers
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ICE ACTIVITY Answer the following questions:
1. Name an example of two companies being competitors? 2. What do customers want? 3. What is demographics? 4. Give an example of an intermediary… 5. Give an example of a supplier…. 6. What does GDP stand for? 7. Supply a brand that has a strength in its brand name… 8. Describe urbanisation.
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Macro environment
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Political environment
Presents opportunities and threats
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Consumerism: rights and powers of the consumer
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Economic environment
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Recession: economy in threat
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Inflation
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Interest rate
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Please bank, lend me money
No problem, but its gonna cost you!!!!!!
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Socio-cultural environment
Language Education Religious beliefs Diet Style of clothing Housing How people view things Affects how people live and behave
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Technological environment
Provides a base for the economic environment The more technologically advanced a country, the stronger the economy
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Environmental / natural environment
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How do companies affect the natural environment?
Global warming Shortage of maize?
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Consumers environmentally aware
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Legal environment Laws that operate in society Limits choices
Companies need to adhere to the laws Totally uncontrollable It is a source of opportunity or threat
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PESTLE THESE ENVIRONMENTS Political Economical Socio-cultural
Technological Legal Environment / Natural PESTLE
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Attractive opportunities
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Competitive advantage
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Assignment Woolworths Mac Donalds Mr Price Kulula Coca Cola Pampers
Castle Simba BMW Revlon
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