Mastering the Marketing Environment
Mastering the Marketing Environment
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Mastering the Marketing Environment
What do you already know about the factors affecting marketing decisions?
Learning Objective
At the end of the lesson you will understand the elements of the marketing environment, types of marketing analysis tools, and how to make informed marketing decisions.
The Macro Environment
Political, Economic, Social, Technological, Environmental, and Legal/Regulatory forces shape the broader environment organisations operate in.
Impact
Changes in these factors can create opportunities or threats for businesses, influencing strategic decisions.
External Factors
Micro & Internal Environments
Internal Environment
Micro Environment
Consists of financial & non-financial resources, people, skills, equipment, systems, processes, and digital capabilities.
Includes customers, competitors, suppliers, intermediaries, and publics who directly affect marketing activities.
Analysing the Environment: PESTEL
PESTEL helps marketers classify and analyse external factors:
Political, Economic, Social, Technological, Environmental, and Legal influences.
SWOT Analysis
SWOT assesses Strengths and Weaknesses (internal), and Opportunities and Threats (external) to guide marketing strategies.
Boston Matrix
•The Boston Matrix is a model which helps businesses analyse their portfolio of businesses and brands. The Boston Matrix is a popular tool used in marketing and business strategy.
Market Mapping & Competitor Analysis
Market Mapping
Competitor Analysis
Assesses competitors' strengths and weaknesses to improve strategic decisions.
Identifies 'gaps' in the market, helping marketers spot new opportunities.
Porter’s Five Forces
Porter’s Five Forces framework analyses industry structure through:
threat of new entrants, threat of substitutes, rivalry, supplier and buyer bargaining power.
Key Takeaways
Effective marketing decisions rely on understanding the environment and using analytical tools such as PESTEL, SWOT, Ansoff Matrix, and Porter’s Five Forces.
Write down 3 things you learned in this lesson.
Write down 2 things you want to know more about.
Ask 1 question about something you haven't quite understood yet.
