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Task 1 a)
Why should organizations plan their marketing ? The need for environmentally focused planning (in brief, use bullet point to describe)
To what extent does or could the environment affect the organizations corporate strategy What are the ways in which the capabilities of the organization can best be used to meet the environmental challenges and opportunities faced
Types of Environment
Environmental Uncertainty
Low levels of uncertainty uncertainty Increasing
Increasing Complexity
Simple static condition
Increasing Dynamism
Environmental Analysis
Stage 1 Audit the environment to identify 1. The factors that have influenced the organizations development & previous performance
The nature & structure of each market sector the organization operates in
Product from competitors * technically similar products Products substitute * technically dissimilar products Generic competitors * products that solve the problem or eliminate it in a dissimilar way Potential new entrants * technically similar products * technically dissimilar products
1 1 2
3 3
1 1
2 2 3
1 1
2 2
3 3
1 1 1 1
2 2 2 2
3 3 3 3
1 1 1 1
2 2 2 2
3 3 3 3
1 1 1 1
2 2 2 2
3 3 3 3
Market Barriers
1.
2.
3. 4.
5.
Five broad areas: Cultural (lack of belief in planning) Behavioral (lack of top mgt support & cross functional development) Cognitive (lack of knowledge & skill ) Systems & Procedures (lack of data or appropriate system) Resources (lack of time, people, money)
Overcome techniques