marketing environment 2
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© Created by SUGIHARTO, SH.MM 2011 Marketing Management
© Created by SUGIHARTO, SH.MM 2011 Marketing Management
Marketing Environment presented by Sugiharto, SH. MM
© Created by SUGIHARTO, SH.MM 2011 Marketing Management
Oligopoly
Deregulation
Marketing Environment on Macro-Environment
competitive products, substitute products for one another, companies
competing for your consumer’s purchasing power Monopoly
© Created by SUGIHARTO, SH.MM 2011 Marketing Management
Marketing Environment on Macro-Environment
Direct
Competitive
Product
Which one
would you
buy ?
© Created by SUGIHARTO, SH.MM 2011 Marketing Management
Marketing Environment on Macro-Environment
Indirectly
Competitive
Product
Which one
would you
buy ?
products than can be substituted
for one another Sugar vs. Artificial Sweeteners
Laptop vs PC
© Created by SUGIHARTO, SH.MM 2011 Marketing Management
Marketing Environment on Macro-Environment
Developing Competitive Strategy
What market? Identifying current &
potential competitors
© Created by SUGIHARTO, SH.MM 2011 Marketing Management
Marketing Environment presented by Sugiharto, SH. MM
The Company
Demographic forces
Economic forces
Natural forces
Technological forces
Political forces
Cultural forces
It is useless to tell a river to stop running; the best thing
is to learn how to swim in the direction it is flowing
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An organization’s success
depends on the ability of its
executives to manage its
marketing system in
relation to
its external
environment
Macro-Environment is Uncontrollable situation
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THE DEMOGRAPHIC Environment
The study of human populations in terms of size, density, location, age,
gender, race, occupation and other statistics
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Changing age structure of the NKRI population
is the single most important demographic trend
Changing age structure of the NKRI population
is the single most important demographic trend
THE DEMOGRAPHIC Environment
Generation X
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The Key Generations of Demographic
Baby Boomers
Born between 1946 and 1964
Represent 28 % of the population
Earn 50% of personal income
Entering peak earning years now
Many mini-segments exist within
the boomer group
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The Key Generations of Demographic
Generation X
Born between 1965 and 1976
Maintain a cautious
economic outlook
Respond to socially
responsible companies
Will be primary buyers of
most goods by 2010
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The Key Generations of Demographic
Generation Y
Born between 1977 and 1994
72 million strong; almost as
large a group as their baby
boomer parents
New products, services, and
media cater to Gen - Y
Challenging target for
marketers
© Created by SUGIHARTO, SH.MM 2011 Marketing Management
The ECONOMIC ENVIRONMENT
stage of the business cycle,
Inflation and Deflation
unemployment
Discretionary Income
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The NATURAL ENVIRONMENT
Involves the natural resources that are needed
as inputs by marketers or that are affected by
marketing activities
Trends
Shortage of Raw materials
Increased Pollution
Increased Government
Intervention
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The TECHNOLOGY force ENVIRONMENT
The most dramatic force shaping our destiny
Rapidly changing force which creates
many new marketing opportunities but
also turns many existing products
extinct
EVERY Marketer must identify Trends in
Technological Environment
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The TECHNOLOGICAL ENVIRONMENT Faster pace of technological
change; products are outdated at a
rapid pace
Almost unlimited opportunities
being developed daily in health
care, space industry, robotics, and
bio-genetic field.
Challenge is not only technical,
but also commercial – make
practical, affordable versions of
products
© Created by SUGIHARTO, SH.MM 2011 Marketing Management
The TECHNOLOGICAL ENVIRONMENT
Some of the most dramatic
technological changes
occurring now are:
the declining cost and size, and
increasing power, of
microprocessors
the convergence of television,
personal computer, and telephone
technologies
the pervasive trend toward
“connectedness” through the
World Wide Web;
the emergence of biotechnology
as a key component of the
economy
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The TECHNOLOGICAL ENVIRONMENT
ADA YANG LAIN YANG BISA ANDA SEBUTKAN … ?
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The POLITICAL ENVIRONMENT
Consists of laws, government agencies
and pressure groups that influence or
limit various organizations and
individuals in a given society
Legislation affecting businesses
worldwide has increased
Laws protect companies,
consumers and the interests of
society
Increased emphasis on socially
responsible actions
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The POLITICAL – Legal ENVIRONMENT
Component of the marketing environment
consisting of laws and interpretations of laws
that require firms to operate
Under Competitive Conditions
To Protect Consumer Rights
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The POLITICAL – Cultural ENVIRONMENT
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The Cultural Force ENVIRONMENT
Made up of institutions and other forces that
affect a society’s basic values, perceptions,
preferences and behaviors
© Created by SUGIHARTO, SH.MM 2011 Marketing Management
THANK YOU
For LISTENING
Principles of Marketing DAY TWO
Presented by
Sugiharto, SH. MM
Re-programmed
Presentation created by
ugik013 Presentation Pro
Images provided by
Personal collections
Closing theme performed by
westlife
E-mail: [email protected]
STIE GICI Business School
© 2011