Market environment, segmentation, and positioning Flashcards
What is the purpose of environmental scanning ?
Identifiy trends that can impact future business
identify opportunities/threats
and evaluate company’s strength/weakness
What the purpose of marco-environment scanning ?
Identifying and analysing trends in the macro-environnement that have direct impact on the business
help company craft a strategy that takes advantage of inevitable changes down the road
What is the pestel ?
- political
- economic
- sociological
- technological
- legal
- environmental
What is the micro-environment ?
consist of actors in the firm’s immediate environment or business system that affect its capabilities to operate effectively in the chosen markets
What are the fives forces of Porter model ?
- rivalry among existing competitors
- threat of new entrants
- bargaining power of buyers
- threat of substitute products or service
- bargaining power of suppliers
SWOT ?
- Strengths
- Weaknesses
- Opportunities
- Threats
What is the segmentation?
Is the process that companies use to into small markets that can be reached more efficiently and effectively with products and services that match their unique needs.
criteria of segmenting international market ?
- economic factors
- geographic location
- political-legal factors
- cultural factors
What are the requirements segmentation ?
- accessible
- measurable
- sustainable
- differentiable
- actionable
What is a value proposition ?
A value proposition describes why a customer should buy a product or service.
