Ambiente De Mercadeo

MANAGING MARKETS

“HARRODS LTD.”
MACROENVIRONMENT AND MIX MARKET

MBA
SEMSTER I

INTRODUCTION

The marketing environment involves factors that, for the most part, are beyond the control of the company. Thus, the company must adapt to these factors. It is important to observe how the environment changes so that a firm can adapt its strategies appropriately. Consider these environmentalforces:
The Marketing Environment and Competitor Analysis
• SWOT analysis
• PEST analysis
• Five forces analysis
SWOT analysis
• Strengths (internal)
• Weaknesses (internal)
• Opportunities (external)
• Threats (external
PEST analysis
• Political factors
• Economic factors
• Socio-cultural factors
• Technological factors
Political/legal
• Monopolies legislation
• Environmentalprotection laws
• Taxation policy
• Employment laws
• Government policy
• Legislation
• Others?
Economic Factors
• Inflation
• Employment
• Disposable income
• Business cycles
• Energy availability and cost
• Others?
Sociocultural factors
• Demographics
• Distribution of income
• Social mobility
• Lifestyle changes
• Consumerism
• Levels of education
• Others?
Technological
•New discoveries and innovations
• Speed of technology transfer
• Rates of obsolescence
• Internet
• Information technology
• Others?

Nowadays, for almost every firm a question raises about where to get funds from for starting up business as well as progress and expansion can be crucial for the success of the business.

When business looks into sources of finances, there are somethings that the firm needs to think about. Firstly, it needs to consider why the business needs to obtain funds. Secondly, finance can be needed for different reasons, which will have an effect on what the most appropriate sources of finance. The main reasons when firms seek out sources of finance are for starting up new business, coping with a cash flow problem, buying new equipment or machinery,setting up a new plant , buying another business or coping with debts.

This assignment attempts to identify and understand the different sources of finance open to businesses which are able to assess how appropriate these sources are in relation to the needs of the business bearing in mind that each source has its own advantages and its own disadvantages.

Marketing Environment

The marketingenvironment is a term used in marketing to define all the
forces outside the marketing which affects market planning as well as
market management . In our organization , marketing environment surrounds
and impacts upon performance of our products as well as attaining
projected targets in the market place . The market environment comprises
of the entire external factor as well as issueswhich directly or
indirectly affect and impacts on the decision and performance of our
organization .
For purpose of marketing our company 's products , it is important to use
various marketing models defining environment which are divided into
micro environment and macro environment . Micro environment emanate from
the day to day influences in our organization marketing activities as aresult of unpredictable consumers , suppliers , distributors ' and
competitors ' activities since our organization may be not able to
control them . This environment influences or organisation directly as it
describes the relation of our firm and the thrust that control this
relationship at our organisation local level .
Macro environment involves influences which are broader than dayto day
influence in our business and in it carries a more intermittent effect
in our organisation 's marketing activities . Macro environment involves
influences from factors such as politics , economics social trends and
law and as well as technology . All these factors are associated with
asserting influence to our marketing activities and in the same time our
organization lacking...