large number of decisions that are taken now, including a range of policies, access to new markets, reshaping business relationship "buyer and seller", the organization of pricing, are in the plane of marketing.Therefore, from the marketing environment and marketing strategy of the enterprise depends on the stability of the business.
marketing strategy must meet the following criteria:
- the presence of defined objectives.
In practice, the formulation of problems - the most difficult.In order to reflect the current interests of the purpose of the enterprise, it is necessary to carry out painstaking work, neglect is fraught with negative consequences in the future.
- availability of forecasts for the development of the situation in the future and several scenarios to achieve this goal.
marketing strategy should work according to plan, which is painted with an indication of the points of control and implementation phases.If there is a deviation from the plan, it means that the company deviated from its objectives or inaccurate marketing plan.
- a system for monitoring marketing activities.Business success depends on the actions of many people, because everyone involved must be known and understood by their actions.
Based on the above criteria, carried out an analysis of the marketing environment of the enterprise.
To maintain the stability and development of a business entity, you should regularly carry out the analysis of the marketing environment of the enterprise.The marketing environment consists of macro and micro environment, it is important to use the maximum amount of information available to the marketing department.
macro Factors include:
a) political and legal factors - political stability, the legal framework of the business, the extent of state regulation of the economy, especially tax legislation;
b) economic factors - the purchasing power of the population and income levels, inflation, the availability of borrowed funds (loans), the level of consumption, the essence of a wholesale market saturation goods;
c) demographic factors - geographic location, population, level of urbanization, the level of fertility / mortality, graduation population by age and education;
d) scientific and technical factors - the level of technology and innovation, protection of intellectual property,
d) natural factors - the level of access to raw materials, energy sources, especially environmental and pollution;
e) socio-cultural factors - the structure of society in social terms, the availability and development of infrastructure, traditions, values, religion.
macro Factors include consumer goods, raw materials suppliers, competitors, and contact intermediaries audience.
Analyzing the marketing environment businesses need to take account of environmental factors other than organizational factors and opportunities of the enterprise.
To analyze the marketing environment of the enterprise gave the most comprehensive assessment of the enterprise in the market, it is necessary to carry out the following activities:
- analyzing each group of factors marketing environment, you must consider all the factors that need to describe in detail, giving a detailed assessment of each.Do not just point the parameter "inflation" and provide detailed information concretized, indicating its level and dynamics;
- relying on the capabilities and objectives of the enterprise, you must determine whether a particular environmental factor negatively or positively.That is, if a particular factor contributes to the implementation of environmental goals with the resources available or, conversely, complicates the implementation of plans;
- is necessary to generate two sets of environmental factors - negative and positive, analyzing them, you pass away to the conclusion that the market situation;
- as a result, on the basis of the market situation, it is necessary to identify marketing opportunities, and propose certain measures that will enable the company to realize the goals.
marketing opportunities of the enterprise - is the most appropriate in a particular situation, marketing efforts, by which the company can gain a competitive advantage.That is, taking into account market opportunities, the objectives of the organization and its resources, it is necessary to determine the direction of marketing activities.
