The Marketing environment is segregated into three components, the internal environment (micro-environment), the external environment (macro-environment) and the market environment (Strydom, 2004). To realise the company’s position, all three components need to be assessed and evaluated.
Inhaltsverzeichnis (Table of Contents)
- 1. Micro and Macro environments analysis
- Internal environment analysis
- SWOT analysis
- External environment analysis
- Porter's five forces analysis
- PEST analysis
- 2. Marketing objectives
- 3. Market segmentation
- 4. Market positioning
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This document aims to provide a framework for developing an effective marketing plan by applying appropriate models, tools, and techniques. It explores the internal and external environments of a company and their impact on customer service ability and profitability.
- Analyzing the internal and external environments of a company
- Developing effective marketing objectives
- Understanding market segmentation strategies
- Defining market positioning and differentiation
- Applying tools and techniques for strategic marketing planning
Zusammenfassung der Kapitel (Chapter Summaries)
- Chapter 1: "Micro and Macro environments analysis" This chapter explores the internal and external factors influencing a company's marketing environment. It introduces tools like SWOT analysis, Porter's five forces, and PEST analysis for analyzing the internal environment (strengths, weaknesses, opportunities, threats) and external environment (political, economic, social, technological).
- Chapter 2: "Marketing objectives" This chapter emphasizes the importance of setting clear and measurable marketing objectives. It introduces the SMART approach (Specific, Measurable, Achievable, Realistic, Time-specific) for evaluating and achieving objectives.
- Chapter 3: "Market segmentation" This chapter focuses on the concept of market segmentation, dividing the market into distinct groups based on specific characteristics, behaviors, or needs. It describes different types of segmentation, including geographic, demographic, behavioral, and psychographic.
Schlüsselwörter (Keywords)
Key concepts and topics covered in this text include marketing environment analysis, internal and external factors, SWOT analysis, Porter's five forces, PEST analysis, marketing objectives, SMART approach, market segmentation, geographic segmentation, demographic segmentation, behavioral segmentation, psychographic segmentation, and market positioning.
- Citation du texte
- George Yiapanas (Auteur), 2016, Applying appropriate models, tools and techniques for an effective marketing plan, Munich, GRIN Verlag, https://www.grin.com/document/506350
