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    Micro Environment

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    Sam David
    The micro environment contains factors that directly influence a company's ability to serve its customers, including other departments within the company, suppliers, marketing intermediaries, competitors, public groups, and customers. A company must successfully coordinate with these actors to create a strong brand image, while unsuccessful coordination can damage the company's image. Key micro environment factors are a company's internal departments, suppliers who provide resources, intermediaries who help promote and distribute products, competitors a company must stay aware of, various public groups, and customers which the entire system aims to serve.

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    Micro Environment

    Uploaded by

    Sam David
    136 views15 pages
    The micro environment contains factors that directly influence a company's ability to serve its customers, including other departments within the company, suppliers, marketing intermediaries, competitors, public groups, and customers. A company must successfully coordinate with these actors to create a strong brand image, while unsuccessful coordination can damage the company's image. Key micro environment factors are a company's internal departments, suppliers who provide resources, intermediaries who help promote and distribute products, competitors a company must stay aware of, various public groups, and customers which the entire system aims to serve.

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    Marketing

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    The micro environment contains factors that directly influence a company's ability to serve its customers, including other departments within the company, suppliers, marketing intermediaries, competitors, public groups, and customers. A company must successfully coordinate with these actors to create a strong brand image, while unsuccessful coordination can damage the company's image. Key micro environment factors are a company's internal departments, suppliers who provide resources, intermediaries who help promote and distribute products, competitors a company must stay aware of, various public groups, and customers which the entire system aims to serve.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    136 views15 pages

    Micro Environment

    Uploaded by

    Sam David
    The micro environment contains factors that directly influence a company's ability to serve its customers, including other departments within the company, suppliers, marketing intermediaries, competitors, public groups, and customers. A company must successfully coordinate with these actors to create a strong brand image, while unsuccessful coordination can damage the company's image. Key micro environment factors are a company's internal departments, suppliers who provide resources, intermediaries who help promote and distribute products, competitors a company must stay aware of, various public groups, and customers which the entire system aims to serve.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 15

    MICRO ENVIRONMENT

    What is Micro Environment?

    It contains certain factors that affect company's ability to


    serve its customers.
    These actors can act in two ways:
    • Successful relationship
    with them will create a
    strong image of your
    company.
    • Un successful co
    ordination with any of the
    factors can lead to break
    the image of your
    company.
    1. Company

    Marketers must work in harmony with other company


    departments such as finance, R&D, purchasing and
    operations to create customer value and satisfaction.

    Must work in collaboration with top management plans and


    strategies.
    For example:
    Walmart's
    marketers can't
    promise us low
    prices unless its
    operations
    department
    delivers low cost
    2: Suppliers
    • Suppliers form an important link in company's overall
    customer value delivery network.
    • They provide resources needed by the company to
    produce its goods and services.
    • Supply shortages or delays, labour strikes and other
    events can damages customer satisfaction in the long
    run.
    For eg: Furniture co. needs woods as basic raw
    material
    What most marketers do?
    • They treat their suppliers
    as partners in creating and
    delivering customer value.
    3: Marketing Intermediaries
    • In creating value for customers marketers must partner
    with other firms in the company's value delivery network.

    • Help the company to promote, sell and distribute its


    products to final buyers.
    Types of Marketing Intermdiaries:

    1: Resellers
    for eg: wholesalers, retailers
    2: Physical Distribution
    Helps in transporting goods via freight, trucks, trains etc
    3:Marketing Service Agencies
    for eg: advertising frims, media agencies...etc
    4: Financial Intermediaries
    For eg: Banks, credit companies, insurance companies
    4: Competitors

    Firms must keep an eye on changing wants and needs of


    customers and must gain advantage by positioning their
    offerings against competitors' offerings.

    They should be the FIRST to serve any latest innovation or


    technology to their target customers.
    5: Publics
    • Any group that has actual or potential interest in or impact
    on organization's ability to achieve its objectives.
    Financial Publics
    Media Publics
    Government Publics
    Citizen action Publics
    Local Publics
    General Publics
    Internal Publics
    For Eg: Shan came up taking views from general
    public
    6: Customers
    • Most important actors in company's micro environment.
    • The aim of the entire value delivery system is to serve
    target customers and create strong relationship with
    them.
     Consumer Markets
     Business Markets
     Government Markets
     International Markets

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