Notesale: Turn your study into money

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Lecture 2
Marketing Management – The actors & forces that affect a company’s capability to operate
effectively in providing products & services to its customers
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The analysis of the five forces (Political/legal, economics,
ecological/physical, social/cultural and technological) PEEST analysis
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The Macro-Environment
Political & Legal Forces
European Union-wide laws:
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Collusion
Abuse of market dominance
Acquisition & mergers
State aid

National Laws:
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Laws governing marketing practice (e
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advertising)
National bodies set up to investigate anticompetitive practice

Economic Forces
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Economic Growth & unemployment
Interest & exchange rates
Central & Eastern Europe
China & India
Russia & Brazil

Ecological/Physical Environmental Forces
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Global Warming
Pollution
Energy & scarce resource conservation
Environmentally friendly ingredients & components
Recycling & non-wasteful packaging

Social/Cultural Forces
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Demographic Forces
World population growth
Age Distribution
Household structure

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Cultural Forces
Subcultures
Attitudes to health
Cash rich, time poor consumers
Cultural differences
Consumerism

Technological Forces
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Technological breakthroughs
Marketing-based technological innovation
Technological exploitation

The Micro-Environment
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Markets
Customers
Competitions
Distributors
Suppliers

A distributor stocks only 1 or 2 brands, which does not encourage competition
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Know your market  Know your competition  Know your company
Porters 5 Forces: 5 forces that assess market attractiveness
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competitors’ products
Ask customers why they might buy from your competitors, not from you
When speaking to your customers, note any comments (good & bad) that they make
about competitors
Put yourself on customers’ mailing lists, & subscribe to their publications

Suppliers:
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Attend events, conferences & presentations sponsored and/or attended by suppliers
& see which ones your competitors attend
Consult supplier websites for any mentions of your competitors, current customers,
or potential customers
Put yourself on suppliers’ mailing lists & subscribe to their publications
Industry associations: join associations & business groups that are related to your
industry
Conferences: attend conferences & other events in your industry
Internet: Search relevant websites, newsgroups & portals

More Tips:
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Buy in help from outside sources e
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hiring a competitive intelligence professional,
who can gather information for you
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Find out if something is
public that shouldn’t be
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Core Competence Analysis
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Relevance: The competence must give your customer something that strongly
influences him/her to choose your product/service
Difficulty of imitation: The core competence should be difficult to imitate
Breadth of application: It should be something that opens up a good number of
potential markets

Business Relationships
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Suppliers
Distributors
Other business partners

Examine:
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Capacity
Quality
Value provided

Role of a Manager: Achieve & exceed the Assigned objectives by ensuring that each & every
member of the team achieves and/or surpasses their objective

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