The Company

Various sectors of the company are taken into consideration when formulating
marketing plans. Each department is interconnected and they come together to
form the company portion of the marketing microenvironment. These
departments work together to discover customer needs and create customer
value.
Suppliers
Suppliers provide the goods needed by a company to produce its product and
create value for its customers. Marketers have to constantly monitor changes
in the cost and availability of supplies and adjust strategies accordingly. When
supply costs rise, a company may have to increase the price of its product(s)
which could have a negative effect on sales.
Marketing Intermediaries
Marketing intermediaries are organizations that assist in the companys
promotion, sales, and distribution of its products. They are crucial to the ability
of a company to deliver value to customers. When chosen properly, they help
the company to operate as efficiently as possible.
Customers
Customers form the most important factor in a companys microenvironment.
Every aspect of a companys operations is intended to create value for its
customers, who keep the company in business. Customers could include
consumer markets, business markets, government markets, or international
markets.
Competitors
Companies constantly compete with their competitors to provide customers
with the greatest possible value. Each company adjusts its strategy against
competitors based on its size and position. Larger companies take on different
positions than smaller companies because they are more relevant.
Publics
Publics are groups that play a role in a companys ability to operate
successfully. They can be divided into the following different types of publics:
Financial publics
Media publics
Government publics
Citizen-action publics
Local publics
General public
Internal publics
In both the practicum assignment and the market planning assignment, my
group chose to use Apple. In terms of microenvironmental factors, to