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Scanning of Market Environment: Reported By: Jesse-Ann Calzadora Maria Feliza Pariñas
Scanning of Market Environment: Reported By: Jesse-Ann Calzadora Maria Feliza Pariñas
Environment
- 'internal environment'.
- 'micro-environment,'
- 'macro-environment'
Market Environment Chart
SWOT
A. Internal Environment
It includes:
» 5 Ms’ :
» Men
» Money
» Machinery
» Materials
» Markets
B. Microenvironment
It includes:
Company
Suppliers
Marketing Intermediaries
Customer Markets
Competitors
Publics
Company
All departments
Such as:
- Management
- Finance
- Accounting
- Research and Development
- Purchasing
- Operations
- Etc.
Suppliers
- Financial Intermediaries
Customer Market
- For example:
- Media publics - include newspapers and magazines that can publish articles
of interest regarding the company and editorials that may influence
customers’ opinions.
All factors that are not part of the larger society and
affect the microenvironment.
It Includes:
Demography
Economy
Natural Environment/Forces
Technology
Politics
Culture
Demography
BENEFICIAL HARMFUL
Internal environment
- things that we can control.
- consist of strength and weaknesses
External environment
- things that we cannot control.
- consist of opportunities and threats.
Definition
STRENGTH
What advantages do you or your company have?
What do you better than anyone else?
What your people in your market see your strength?
WEAKNESSES
What could you improve?
What do you avoid?
What factors lose your sales?
What do outside see as your weaknesses?
Key Questions
OPPORTUNITIES
What interesting trend you whereof?
What opportunity might arise from change in
technology, government, policy, economic and
social?
THREATS
What obstacles you and your company fail?
What do your competition doing that you should
worried about?
SWOT MATRIX
– matching and converting
S W
O S-O W-O
T S-T W-T
S-O strategies - pursue opportunities that are a good fit to the company’s
strength. Finding competitive advantage of the company.
W-O strategies – overcome weaknesses to pursue opportunities.
S-T strategies – identify ways that the firm can use its strengths to reduce its
vulnerability to external threats.
W-T strategies – establish a defensive plan to prevent the firms weaknesses
from making high susceptible to external threats.
Steps in doing SWOT Analysis
B. Weaknesses
B1. Management – societal demand for equity. Few
female are in the top management.
External Environment
C. Opportunities
C1.Economic – availability of free trade zone.
C2. Social, Cultural and Environmental – an
opportunity facing the industry is that customer
want ease of shopping.
C3. Political, Legal and Government – an
opportunity facing the industry is that Asian market
virtually untapped by the retail world.
C4.Technological – an opportunity facing the
industry is that internet is growing
Example of SWOT Analysis
D. Threats
D1.Economic – nowadays the economic growth is slow.
STRATEGIES: