Situacional Analysis Marketing

The purpose of this essay is to know and understand the most importants points for optimal development of a company. From this, we can make strategies that help us to position our good or service in the market whit the better results.

SITUACIONAL ANALYSIS MARKETING

The enviroment in international business it’s divided in two parts:

• The controllable (micro enviroment)

• The uncontrollable (macro enviroment)

We understand for controllable, evall that we can handle. For example:

• Customers

• Suppliers

• Competition

• Stakeholders

In this enviroment, we have a “subdivision” that is the internal enviroment. This part contains what we call the five M’s: Men, Money, Machinery, Materials and Minutes. From all this depends the optimum development of our enterprice.

In the other enviroment (macro), we have many features that we can’t control or that not depends of us, like as:

• Demography factors

• Economic traits

• Socio – cultural factors

• Political – factors

It’s very important to know perfectly all this factors for a better planning and for help us to compete more effectively against our rivals

MARKET

KINDS OF MARKET

Once in the market, we have to make a division, the real market and the potential market.

The real market is the group or people who really buy, consume, use and need our products, don’t matter if is frequently, constantly or almost never.

And the potential market is the other group, that don’t purchase or consume our goods and services, but could do it. So, we have to find the way for to make that this group enter in our real market.

MARKET SIZE

Too calculate or define the size of the target market we need to have a clearly defined market (specify to whorm it is adressed).

MARKET SEGMENT

A group of people that share one or more characteristics (Homogeneity), each market segment is unique (Distinction) and has similar response to market (Reaction).

There are many types of market segmentation>

• Geographic

• Demographic

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