Micro Y Macro Ambiente De Negocios

Investigación de mercado a nivel Micro & Macro

• Environmental force that affect the company’s ability to serve their customer.

• How changes in the environments affect marketing decision.

• The main trends in the firm’s natural and technology environments.

• The key changes that occur in the political and cultural environments.

Introduction about marketing environments

A company marketing environment consists of forces outside marketing that affect marketing management’s ability to develop and maintain successful transaction with its target customer. The marketing environment offers both opportunities and threats.

The marketing environment surrounds and impacts upon the organization. There are three key perspectives on the marketing environment, namely the 'macro-environment,' the 'micro-environment' and the 'internal environment'.

The environments in which you will have to market your new product are a major factor in determining your strategy. In a real-life Marketing Plan you would spend a solid amount of time researching these environments. For the purpose of your Marketing Plan, do enough informal and secondary research to have a good idea of what will affect your product launch.

Basically first we have to realise that what Marketing environment is? The marketing environment can be defined as everything that surrounds an organization’s marketing function and can impinge on it .

Basically Marketing environment is based upon Macro and Micro environment. The effect which we get immediately or you can say directly those things comes in Micro environment such as birth rate may seems inconsequential now, but could have a direct effect on a firm’s Micro environment, expreesed through demand for its product. The forces which are going to be occur in future these types of changes are called Macro-Environment or you can say that Macro environment consists of larger societal forces that could effect the Micro environment it can be demographic, economical, culture and technology. Basically the whole marking environment revolves around Macro and Micro Environment.

Marketing environment is based on Micro-Environment and Macro-Environment.

Micro Environments

The Micro environment consists of the forces close to the company that affect its ability to serve its customer-the company, supplies, marketing, channel firms, customer markets, competitors and publics.

This environment influences the organization directly. It includes suppliers that deal directly or indirectly, consumers and customers, and other local stakeholders. Micro tends to suggest small, but this can be misleading. In this context, micro describes the relationship between firms and the driving forces that control this relationship. It is a more local relationship, and the firm may exercise a degree of influence.

The Company

In designing marketing plans, marketing management should take other company groups, such as top management, finance, research and development (R and D), purchasing, manufacturing and accounting, into consideration.

All these interrelate groups form the internal environments.

Top managements set the company’s mission, objectives boar strategies and policies.

The Marketing Concept tells us that in an ideal world, the whole company will work together to profitably meet the needs of the consumer. As the Marketing Manager for a new product, you have to deal with things over which you have some direct control - the product itself, its price, its promotion, and where it is sold (distribution/place). It also means that you cannot just work within the walls of the Marketing Department; you have to get out and talk to the rest of the company, break down the artificial barriers that keep a company from working as a team. This will include all other functional areas of the company that touch on any issues of analysis, planning, implementation and control, and this means pretty much everyone.

The Marketing Concept tells us that in an ideal world, the whole company will work together to profitably meet the needs of the consumer. As the Marketing Manager for a new product, you have to deal with things over which you have some direct control - the product itself, its price, its promotion, and where it is sold (distribution/place). It also means that you cannot just work within the walls of the Marketing Department; you have to get out and talk to the rest of the company, break down the artificial barriers that keep a company from working as a team. This will include all other functional areas of the company that touch on any issues of analysis, planning, implementation and control, and this means pretty much everyone.

Suppliers

Suppliers are an important link in the company’s overall customer “value delivery system”. They provide the resources needed by the company to produce its goods and services.

Supplier developments can seriously affect marketing. Marketing managers must watch supply availability-supply shortage or delays, labour strikes and other events can cost sales in the short run and damage customer satisfaction in the long run. Marketing managers must also monitor the price trends of their key input. Rising supply costs may force price increase that can harm the company’s sales volume.

Increase in raw material prices will have a knock on affect on the marketing mix strategy of an organisation. Prices may be forced up as a result. Closer supplier relationships are one way of ensuring competitive and quality products for an organisation .

Provide resources needed to produce goods and services.

• Important link in the “value delivery system”.

• Most markets treat suppliers like partner . .

These provide an organisation with goods services are transformed by the organisation into value-added products for customer. For companies operating in highly competitive markets where differentiation between products is minimal, obtaining supplies at the best possible price may be vital in order to be able to pass on cost saving in the form of lower prices charged to customer. Where reliability of delivery to customer is crucial, unreliable suppliers may thwart a manufacture’s marketing efforts.

Taking into account the needs of suppliers entails combination of shrewd business sense and good ethical practice.

Marketing Intermediaries

We always say that all four of Marketing's P's are equally important, but Place (channels of distribution) is perhaps most crucial.

Price We've all bought something that was more than we wanted to pay for it, but we wanted it and so we bought it (paying $8.50 to park in Parking Structure II when you already pay a hefty fee for a yearly parking pass, but in another area of campus)

Product We've all bought something that wasn't quite right but we had to have it and so we took what was there (your new car has everything you want but not automatic windows and you decide to get it anyway)

Promotion The sad thing here is that advertising research shows that often we remember products BETTER when we hate their ads, and when we go to the store, we may forget that we hate the ad but we remember the product enough to buy it

Place But no one has ever bought something that wasn't there to buy; we're not talking here about ordering something that has run out of stock, or buying on the Internet where you don't see a physical product, but rather of a situation where the good simply wasn't available to be bought

Marketing intermediaries are firms that help the company to promote, sell and distribute its goods to final buyers. They include resellers, physical distribution firms, marketing services agencies and financial intermediaries.

Resellers

They are the distribution channel firms that help the company find customer or make sales to them. These include wholesalers and retailers which buy and resell merchandise.

Companies must not ignore the wholesalers, retailers and agent who may be curial interfaces between themselves and their final consumers. Large-scale manufacturing firms usually find it difficult to deal with each one of their final consumers individually, so they choose instead to sell their product through intermediaries. In some business sectors access to effective intermediaries can be curial for marketing success. For-example, food manufactures who don’t get shelf space in the major supermarkets may fin it difficult to achieve large-volume sales.

Customers

Simple and easy definition of customer “Organisations survive on the basis of meeting the needs, wants and providing benefits for their customers. Failure to do so will result in a failed business strategy”

We can define customer into following categories:-

Consumer - individuals and households that buy goods and services for their own personal consumption.

Business - also known as Industrial markets or B2B markets, they buy goods and services for further processing or for use in their own production process.

Reseller - buy goods and services for repackaging and selling at a profit.

Government - buy goods and services to produce public services or transfer them to needy constituents. The number-one user of advertising in Canada is the government

International - buyers in other countries.

These are a crucial part of an organization’s micro-enviroment. For a commercial organization, no customer means no business.

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