Micro-environmental Factors of Super-Blue
There are two types of marketing
environment factors that managers have to take into account when planning
marking strategies, the microenvironment and the macroenvironment. These factors
complement the process of building strong relationships with customers.
The microenvironmental factor include: The
Company, Suppliers, Marketing Intermediaries, Competitors, Public and Customers,
basically people and institutions that normally interact with the company
operations; (Kotler
& Armstrong, 2014, pg. 71) in summary, this represent the marketing
interaction factors.
The macroenvironmental factors include
outside sources like: Demographic, Economic, Natural, Technological, Political,
and the Cultural factor (Kotler
& Armstrong, 2014, pg. 71). Some of these factors are unpredictable
and out of companies’ control, for example, an earthquake could negative impact
the most successful company in the market, improvements in technology could be
a threat for a company with obsolete equipment and low financial capacity.
Buss 306 Power Point Slide Buss 306 Power Point Slide
The first stage of the marketing analysis, for
the product Super-Blue, complemented my understanding of how the marketing microenvironmental factors impact the success of the product in the market. Super-Blue is a multi-purpose cleaning product targeting low and middle income families. Then, the company’s relationships with
discount stores (marketing intermediaries) must be excellent since they transfer the product value to
final consumers.
The company has to
make a difference in comparison to competitors’ brands. Current competitors are
strong, but Super-Blue has the advantage of been a friendly environmental and non toxic cleaning product, that
eliminate the risk for customers of getting sick during the cleaning
activities.
Super-Blue characteristics are supported by the general public as well; especially, environmental organizations that see for the well being of the community. This represents a disadvantage for current competitors and a great advantage for the Company Totally Awesome Inc. to position the product more efficiently.
Visit Competitive Advantage to complement the understanding of the topic, also, click on Marketing Analysis file to know more about Super-Blue.
If you want to know more about the Multi- Purpose Cleaning Super-Blue first part marketing analysis, please feel free to download the file below.
bus_306_marketing_analysis_part_1.doc | |
File Size: | 113 kb |
File Type: | doc |