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Presentation on Environmental scanning
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- 3. What is environment? Environmentis the outside the organization. It is the sum-total of external factor within which the enterprise operates.
- 4. What is scanningthe marketing environment? Environmental scanning can be defined as the study and interpretation of the political, economic, social & technological events & trends which influence a business, an industry or even a total market.
- 5. Opportunities Threats Environment offersboth opportunities & threats to a company
- 6. The environment maybe grouped in to two parts. Micro environment Macro environment
- 7. Micro Environment Areainside a company. Affects the marketing department planning strategies. All department must “think consumer” & work together to provide superior customer value & satisfaction.
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- 9. Micro Environment Organizationinternal environment Suppliers Customers Competitors Marketing intermediaries
- 10. Micro Environment Public 1.Financial publics 2. Media publics 3. Government 4. Citizen-action publics 5. Local publics 6. General publics 7. Internal publics
- 11. Macro Environment Macroenvironment forces are those which lie outside the firm and which exist generally in the surrounding environment. It is made up of uncontrollable factor. The firm has no power to control over them.
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- 13. Macro Environment Demographicforces : It is the study of human population in terms of Size Density Age Sex Occupation Marital status Literacy Income
- 14. Macro Environment Economicforces : There are two elements in market. 1. People 2. Purchasing power
- 15. Macro Environment Marketers studythe following factors and trends under economic environment : Changes in real-income level. Changes in income distribution as well as average income. Changing consumer expenditure pattern.
- 16. Macro Environment Changesin major economic variables such as cost of living, interest rates, and savings and borrowing patterns which have a large impact on the markets. Trends in government expenditure and economic plans and policies. Changes in legal restrictions.
- 17. Macro Environment Naturalforces : It involves natural or physical resources which are needed as input by the marketers or which are affected by the marketing activities. Two types of natural forces 1. Renewable 2. Non-renewable
- 18. Macro Environment Technologicalforces Therefore the marketers are required to watch the following trends in technology for their survival and successful continuance. 1. Accelerating pace of technological change 2. Higher R & D Budgets
- 19. Macro Environment Politicalforces Legislation regulating business
- 20. Macro Environment The followingare the important laws passed in this connection: The monopolies and restrictive trade practices act. The consumer protection act. The essential commodities act. The standard weights and measures act.
- 21. Macro Environment The saleof goods act. The common carriers act. The shop & establishment act. The packed commodities regulation act. The patent act. The Indian contract act. The factories act. The negotiable act.
- 22. Macro Environment Governmentagencies Growth of public interest groups
- 23. Macro Environment Socialand cultural forces There are 3 aspects of social environment : Changing in life-styles and social values of the people Major social problem Growing consumerism