Session 2 Marketing Environment Flashcards
Agenda Understanding competition (one of the 3 Cs) –Defining the market –Techniques for analyzing the market (SWOT, Portfolio analysis) General environment (PEST) The Marketing Environment - Market Definition - Techniques for Analyzing the Market •SWOT Analysis- local analysis •Portfolio Theories - The General Environment •PEST Analysis- global enviro analysis
1
Q
Where We Are: Course Framework
A
3Cs=> Competition—>
- Immediate Environment
- More General environment
2
Q
Techniques for Analyzing the Market
A
- SWOT analysis
2. Portfolio analysis
3
Q
SWOT Analysis
A
Local Analysis
Strenghths, weaknesses
opportunities, threats
(Ben & Jerrys Graph Internal/External, Favorable/unfavorable)
Overall Analyses: Do the Ws or Ts outweigh the Ss and Os?
4
Q
Portfolio Theories
A
- BCG Matrix
2. Growth-Share Matrix
5
Q
Growth Share Matrix Graph
A
ON EXAM- cash cow, dog, star, ? mark
A. Build, B. Hold, C. Harvest, D. Divest
6
Q
The General Environment: PEST ANALYSIS (DRAW OUT)
A
Pest Analysis
1. Political Legal Trends
2. Economic trands
3. Social and cultural trends
– Demographics
• Population Trends & Shifts
– Family Structure
– Changing Attitudes & Values
• Roles of Women
4. Technological trends
– Nanotechnology
– Convergence
– Biotechnology
– Internet
