Marketing Environment Steered by : Dr Surabhi Goyal

All classes on time All assignments as per deadlines All classes without mobiles All classes are meant to be discussions not lectures Polite Reminders

Course Details Assessment criteria Project work (20) Mid Term ( 20 ) End Term (60 ) Books Kotler keller ‘ Marketing Management ‘’13° th edition

Module Delivery  Readings  Shall be sent to you prior to the class  Must Read and come prepared for class discussion  You have to make a personal viewpoint  Caselets  Analysis of situation  Identification of problem  Determination of alternative solutions with pros and cons  Suggesting the most recommended solutions

Recap  What is Marketing  Why Marketing  Role of Marketing  Positions in marketing Department

Test your knowledge Chapter 1 –Kotler Explain the differences Difference between Needs, Wants, Demand Target Markets, Positioning, and Segmentation Offerings and Brands Value and Satisfaction

Relationship Marketing Relationship marketing is building a sustainable and long term association with _____________________________ in order to earn. retain business

Marketing Framework / Course structure The Marketing Mix STP Analysis Environment analysis

Environment Analysis Internal forces + Micro + Macro Internal Factors Micro Factors Macro Factors = Resources, capabilities and core competencies = Customers, competitors,company stakeholders and intermediaries = Political, Economic, Social, Technological

Internal Environment The internal environment is made up of factors within the firm itself. It includes: – employees, – company policy, – capital assets, – the firm's structure and – the firm's products (materials). These factors can be controlled by the firm.

Micro Environment Company Intermediaries Other stakeholders Customers Competitors Suppliers

Macro Environment PEST Analysis : Political Economic Social Technological

Political factors 1.How is the industry classified in the country ? 2.What government laws will influence, regulate or tax your business? 3.Does Government encourage or protect the industry from foreign players ? 4.What is the government's policy on the imports of goods? 5.Does the government have a specific view on culture and religion? 6.Is the government involved in trading agreements with global partners ? Macro : Political Forces

Economic Factors 1. Interest rates 2.The level of inflation 3. Employment level per capita 4. Long-term prospects for the economy 5. Gross Domestic Product (GDP) per capita 6. Consumption pattern Macro - E of PEST Analysis

Social factors 1. What is the dominant religion? 2.What are attitudes to foreign products and services? 3.Does language impact upon the diffusion of products onto markets? 4.How much time do consumers have for leisure? 5.What are the roles of men and women within society? 6.How long are the population living? Are the older generations wealthy? 7.Do the population have a strong/weak opinion on green issues? Macro:- S of PEST Analysis

Technology Factors 1. Does technology allow for products and services to be made more cheaply and to a better standard of quality? 2. Do the technologies offer consumers and businesses more innovative products and services such as Internet banking, new generation mobile telephones, etc? 3. How is distribution changed by new technologies e.g. books via the Internet, flight tickets, auctions, etc? 4. Does technology offer companies a new way to communicate with consumers e.g. banners, Customer Relationship Management (CRM), etc? Macro - T of PEST Analysis

Natural Factors Increased Energy Costs Anti Pollution Pressures Shortage of Raw Materials Challenges ???

Political Economical  Government type and stability Freedom of press, rule of law and levels of bureaucracy and corruption Regulation and de-regulation trends Social and employment legislation Tax policy, and trade and tariff controls Environmental and consumer-protection legislation Likely changes in the political environment Labor and other resource availability and costs ts Levels of disposable income and income distribution, Impact of globalization Likely impact of technological or other change on the economy Likely changes in the economic environment, business cycles Growth pattern in Industry, key industries and Industry clusters Socio-Cultural Technological  Population growth rate and age profile Population health, education and social mobility, and attitudes to these Population employment patterns, job market freedom and attitudes to work Press attitudes, public opinion, social attitudes and social taboos Lifestyle choices and attitudes to these Technological level of the industry, own industry Supplier and customer industries State and private R&D expenses Lifecycle phases of relevant products Impact of Internet, reduction in communications costs and increased remote working Putting it all together : PEST Analysis

Lets work on Environment Analysis of Hyper cars