Marketing Marketing environment What is marketing environment? •All what surrounds and influence company •Clever marketing managers are capable of reactions to company surroundings Výsledek obrázku pro central heating Reactivity •In the human body there is quiet lot of reaction mechanisms to its surroundings ready to produce action. •When temperature drops human blood circulates faster to warm important body parts. •The same applies to marketers. Companies which cannot react to its surroundings will face fundamental threats to its existence. Související obrázek • https://img-9gag-fun.9cache.com/photo/a0QvXEZ_700b.jpg • https://img-9gag-fun.9cache.com/photo/a73vOpL_700b.jpg What is in company surroundings? And what can influence its performance? Environment onion Company Internal environment Micro level Macro level Macro level •Political forces •Economic forces •Social and cultural forces •Technology •Laws and regulations •Environmental forces Political forces •Represents connection between business and politics. •Monitoring and in some cases also influencing political landscape. •3 times higher chance for companies to survive during financial crisis with connection to political power. •Government influence heavily economic development by declaring programme priorities. •For some industries it is a crucial decision to be followed and evaluated at all time. Economic forces •Economic growth •Income distribution •Purchasing power •Industry data •Employment rate •Taxes •Inflation rate •Currency rates changes http://www.cantorsmeats.com/templates/cantors/images/basket.png Výsledek obrázku pro electronics png Crisis: Food nebo non-food? Social and cultural forces •Higher life expectancy •Money-rich Time-poor families •Faster return after maternity leave •Higher awarness about environmental challanges •Homogenisation of needs on global level •Higher divorce rate •Singles •Postponing marriage and babies •Smaller families • • Výsledek obrázku pro question mark png Traditional family setup collapse • http://3.bp.blogspot.com/-2uRtmHersaY/TziaE5pxWYI/AAAAAAAAAB4/c9MqDVDJgBw/s1600/happyfamily.jpg Výsledek obrázku pro mcdonald teenagers Technology •Digitalisation •Robotisation •Sharing economy •Social networks •New media •Personal productivity tools •Cloud computing •Artificial inteligence •Virtual reality •Augmented reality Výsledek obrázku pro technology png Information consumption settings • https://i0.wp.com/i.huffpost.com/gen/1182737/thumbs/o-MULTI-SCREEN-VIEWING-CANADA-facebook.jpg https://www.ofcom.org.uk/__data/assets/image/0009/13122/1950s-family-blank-lo-res.jpg • •Uber, Airbnb •Facebook, Instagram •WhatsApp, Viber •Youtube, Netflix •Booking, Kiwi •Evernote, Pocket •Dropbox, Google Drive •Spotify, Soundcloud •Khan Academy, TED Výsledek obrázku pro disruptive png How these brands disrupted their industries? Výsledek obrázku pro airbnb Výsledek obrázku pro uber png Výsledek obrázku pro facebook png Výsledek obrázku pro instagram png Výsledek obrázku pro whatsapp png Výsledek obrázku pro viber png Výsledek obrázku pro youtube png Výsledek obrázku pro netflix png Výsledek obrázku pro booking png Výsledek obrázku pro kiwi png Výsledek obrázku pro evernote png Výsledek obrázku pro pocket png Výsledek obrázku pro spotify png Výsledek obrázku pro sound cloud png Výsledek obrázku pro khan academy png Výsledek obrázku pro ted png Výsledek obrázku pro dropbox png Výsledek obrázku pro google drive png Laws and regulations •Country specific: •Zákon č. 455/1991 Sb. o živnostenském podnikání •Obchodní zákoník č. 513/1991 Sb. •Zákon o ochraně spotřebitele č. 634/1992 Sb. •Zákon o účetnictví č. 563/1991 Sb. •Zákon o daních z příjmů č. 586/1992 Sb. •Zákon o DPH č. 235/2004 Sb. •Daňový řád č. 280/2009 Sb. •EU Legislation •GDPR Environmental challenges •Climate change •Pollution •Scarce resources •Recycling •Animal testing •Clean water •Plastics Výsledek obrázku pro earth png Výsledek obrázku pro bin png Reduce – Reuse – Recykle • Greentoys.com • Anamalz.com • Výsledek obrázku pro abraham maslow Maslow Micro level •Customers •Competition •Collaborators Micro level - Customers •Customer behaviour •Loyalty •Retention and acquisition strategies •Satisfaction surveys •Satisfaction/importance matrix •CRM Database •Personification •Overview Micro level - Customers •Loyalty SouvisejÃcà obrázek Micro level - Customers Low High Nice to have Strategic advantages Acceptable disadvantages Strategic disadvantages Importance Micro level - Competition •Who is competitor for a cinema? •There are two types of competition •Direct • • • •Indirect • Indirect competitors are more difficult to identify and are easier to fail to notice! Výsledek obrázku pro pepsi coca cola png Source: B. Sharp, Marketing Micro level - Competition •Porter model •5 Competitive forces • Výsledek obrázku pro porter model png Micro level - Collaborators •Suppliers •Retailers • Producent Wholesaler Retailer Customer Internal environment •Employees •Equipment •Finances •Processes Analytical tools for environmental scanning •PESTLE •5C •COMPANY ANALYSIS •ò •SWOT SWOT analysis •Assessing strengths and weaknesses as internal facts. •Assessing threads and opportunities as external factors. •Strengths and weaknesses have to be relative to competition on the market! •There should be always only facts and factors important for company value chain. SWOT - how to do it? Positive Negative Strengths Weaknesses Opportunities Threats SWOT analysis further evaluation •TOWS matrix •+/- matrix • Plus / minus matrix S1 S2 S3 S4 W1 W2 W3 W4 Standings O1 +++ 0 + 0 - 0 0 0 3 O2 + 0 0 0 0 - - 0 4 O3 0 ++ ++ + 0 --- 0 - 1 O4 0 + + 0 0 0 0 - 5 O5 + + ++ 0 - 0 -- 0 2 T1 0 0 - - 0 0 - - 3 T2 --- 0 0 0 --- -- 0 --- 1 T3 -- 0 - 0 --- - 0 0 2 T4 0 0 - 0 0 - 0 0 5 T5 - 0 0 0 0 - 0 - 4 Standings 1 3 2 4 2 1 4 3 TOWS matrix - consequences Strengths Weakness SO strategy Use strengths to grab the opportunity WO strategy Use opportunities to eliminate weaknesses ST strategy Use strengths to eliminate thread WT strategy ? Recap • Thank you for your attention