ANALYZING THE

MARKETING
ENVIRONMENT
THE MARKETING ENVIRONMENT
THE MACRO-ENVIRONMENT
THE MARKET ENVIRONMENT
The market environment focuses on the immediate features of the market in which the firm
operates.
THE INTERNAL ENVIRONMENT

• The internal environment is the area in which the firm can exercise greatest control.
• Resources
• Competences/capabilities
• Auditing the internal environment
EVALUATING DEVELOPMENTS IN THE
MARKETING ENVIRONMENT
• The process of SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis
is one of the simplest techniques for summarizing information about the
marketing environment and guiding the direction of strategy.