Identifying 

Strengths and Weaknesses


 Marketing micro economic factors that are favorable
to a firm are classified as strengths, while
unfavorable factors are termed as weaknesses.
Companies should utilize strengths as the foundation
for effective strategies. Weaknesses, on the other
hand, should be eliminated with aggressive action,
and eventually be converted to strengths.
MARKETING
MACRO-ENVIRONMENT 

Marketing macro environment includes

factors that are external to the
organization. Essential, these can neither
be influenced nor altered by the
company.
The marketing macro environment
includes:


1. Economic Macro-environment 
 

 - represents economic factors that can directly affect an

organization. 

 2. Politico-legal Macro-environment

  - includes both political and legal factors.  
3. Socio-cultural Macro-environment
- each geographical area has a specific culture
that dictates how a business is conducted. 
  
  4. Demographic Macro-environment
- consists of changes in population
characteristics.
  
5. Technological Macro-environment 
- composed of current and impending
technological change. 

6. Natural Macro-environment

 - refers to natural resource inputs and
environmental concerns.
Identifying Opportunities and Threats


After identifying and analyzing these
 

macro-economic factors, the company

shall now proceed to identify the threats
and opportunities among these factors.
Marketing Research


 is a function under a business organization's
Marketing Information System (MIS). MIS is
primarily responsible for the gathering, analysis,
and timely distribution of information for the use
of marketing decision makers.
Definition


 Marketing research is the function
responsible for acquiring and evaluating
market and consumer-based information for
the decision making and the determination of
marketing strategic direction.