Presentation on

Marketing-External
And Customer
Analysis
Presented by:
Aashima Uppal
Amrit pal Kaur
Aanchal Bansal
Anil Kumar
Amit Gupta
PGDM 1

AMA Definition of Marketing

Marketing is the
process of planning an
d executing the concep
tion, pricing, promotio
n, and distribution of i
deas, goods, and servic
es to create exchanges
that satisfy individual
and organizational goal
s.

In order to understand Marketing let us

begin with the Marketing Triangle
Customers

Company

Competition

The Role of External Factors

External Analysis

Strategy Funnel- Industry

Side

Environmental Scanning: STEEP Ana

lysis

Socio- cultural forces

Ways of thinking among
members of society.
Occupational health centres.
Healthy and workplace
environment.
Change agents for safety.

Technological forces
Market planning and fixes are more focused
on internet.
E-commerce.
Technology updating.
Example :

Cont.
Ecological forces & Economic forces:
Opportunities :

Fair trade products.

promote equity, sustainable development
gaining environmentalist support.
Threats:
non fair trade products & they will started to leave the
industry.

Political factors
Impact in countries economy.
example: U.S- democratic & republican policies

Change in government regulation.

example: U.S- securities & exchange commission

Political stability.
example: Sri-Lanka civil war.

Mitigation of risk.
example: economic freedom

Company Competitive Analysis

How does each firm compete?

(Quality, service, low price, something else?)
How Effective is each?
(How well designed are they?)
How powerful?
(Resources they used,money , people,
influence..)
How aggressive
(How hard can dey compete?)

Competitor Response Profile

Dynamic Competitor Analysis

While useful, the competitor table and the
strategic groups are essentially static.
It is critical to make guesses about the future
especially about when trends might stop and th
e ground might shift, and when new competito
rs night rise, or existing ones die.

Investment Decision Four Sound Qu

estions
Should existing business area be
liquidated, milked, maintain, or targe
t for investment?
What growth directions should
receive investment?
Should there be market penetration,
product expansion, or market expans
ion?
Should new business areas be
entered?

Strategic Options
What are the value propositions?
What are the key success factors
(KSF)?
What assets and competencies
should be created, enhanced or main
tained?
What strategies and programs should
be implemented in functional areas?
What should be the positioning
strategy, brand-building strategy, etc

Strategic Uncertainties

Strategic Uncertainties

Anyone who is in the market looking at

a product/service for attention, acquisit
ion, use or consumption that satisfies a
want or a need

Customer analysis
1. Who are my
customers? Which
are valuable or
which arent?
2. What do I do with
my most valuable
customers?
3. How do I make less
valuable customers
to more valuable?

How Should Segments be defined?

Customer Characteristics
Geographic
Type of organization
Size of firm
Lifestyle
Sex
Age
occupation

Purpose of customer analysis

To identify the customers
Gold- 20

Types of customers

Loyal customers.
Discount customers.
Impulsive customers.
Need based customers.

Wandering customers.

Customer analysis in decision

making process
Decision making
process

Customer targets &

partners

Customer segmentation visualisation

Customer analysis by companies

U.S company:
Composite
building company.

Indian company:
Nirma washing
powder

In what way Indian companies responded

to business environmental changes?

Capital structure.
Acquisition and mergers.
Brand building.
Production capacity.
Labour.
Customer focus.
Distribution & selling.
Compensation level.