Marketing environment analysis

The sequence of the marketing environment analysis process:

1) Determination of environmental factors that affect the development of the company

2) Assessment of the state of the environment

3) Studying the specific factors of the marketing environment in which the company is located

4) Analysis of strategic positions

5) Analysis of marketing opportunities and threats (SWOT - analysis)

6) Selection and formation of a strategy

Marketing macro environment

The marketing macro environment is the factors that influence the marketing activities of a company.

The marketing macro environment includes:

1. Economic environment

2. Demographics

3. Political environment

4. Scientific and technological progress

5. Culture

6. Natural environment

Factor	Indicators
Economy	Phase of the economic cycle of the country Inflation rate Unemployment rate Gross national product and its dynamics Presence and level of commodity deficit The level of income and purchasing power of the population
Demographics	Population Territorial distribution of the population Level of urbanization Population migration Age composition of the population Birth and death rate Gender composition of the population Marital status of the population
Politics	Political structure Level of political and legislative stability Antitrust regulation Tax law State regulation of foreign trade
Science	Level of innovation activity Introduction of new technologies Directions for the concentration of technological efforts Increasing labor productivity New products
Culture	Social classes Social groups Culture Subculture
Natural environment	Ecology Availability and accessibility of raw materials and natural resources Energy cost

Marketing micro environment

The marketing microenvironment includes:

1) Suppliers
2) Company
3) Competitors
4) Marketing intermediaries
5) Clients
6) Contact Audiences

Marketing intermediaries can be in the following areas:

Logistics companies

Marketing agencies (consulting companies, advertising agencies, marketing research)

Financial intermediaries (banks, insurance companies, others)

In turn, the company includes:

1) Guide
2) Financial department
3) R&D department (research and development work)
4) Purchasing/sales department
5) Production
6) Accounting

A company's marketing environment can have the following types of contact audiences:

1) Financial institutions - banks, investment companies
2) mass media (mass media) - newspapers, magazines, radio, television
3) Public authorities
4) Public organizations
5) Local community
6) Society as a whole
7) Internal contact audiences

Depending on the company and its line of business, customers may fall into the following types of markets:

1) Consumer market (B2C)
2) Industrial market (B2B)
3) Trading and intermediary markets
4) Social security market (schools, hospitals, others)
5) Markets of state structures (state institutions, organizations)
6) International markets

Marketing environment

The marketing environment of a company is a combination of all factors that affect the development of a company and interaction with customers.

According to the definition by F. Kotler, the marketing environment is the subjects and forces that operate outside the company and affect the ability of its management to develop and maintain successful relationships with target customers.

The main task of studying the marketing environment is necessary to understand the position and prospects for the development of the company based on the needs of the target market, helps to determine the goals and capabilities of the company.

In the study of the marketing environment, marketing macro-environment and micro-environment are distinguished.