L 2-2 marketing opportunity

MARKETING AND SALES

Md: Shariful Islam South east university e-mail:sharifislam.islam97@gamil.com

Scanning the Environment1. Macro‐environment

• This includes all factors that can influence an organization, but that are out of their direct control.

• Eg. Election, Population growth, Religion, Natural, Economy, Big Infrastructure etc

2. Micro‐environment• This environment influences the organization directly.• Eg. DGDA, Supplier, Electricity, Customer etc

3. Internal environment• All factors that are internal to the organization are known as the

“internal environment• Eg. People, Machinary, Money, Material etc

Tools for Analyzing Marketing Environment• Five Force Analysis• SWOT Analysis• International PEST analysis

SWOT Analysis:• SWOT analysis is a tool for auditing an organization and

its environment. • It is the first stage of planning and helps marketers to

focus on key issues. • SWOT stands for

• STRENGTHS, • WEAKNESSES, • OPPORTUNITIES, AND• THREATS.

• Strengths and weaknesses are internal factors. Opportunities and threats are external factors.

PEST Analysis

Marketing information system• A marketing information system (MkIS) is a

management information system (MIS) designed to support marketing decision making. Jobber (2007) defines it as a "system in which marketing data is formally gathered, stored, analysed and distributed to managers in accordance with their informational needs on a regular basis

Structure of MkIS

Market Research1. Primary Market Research2. Secondary Market Research

Market Research Organization:1. 4P2. IMS3. Nielson

Prescription• Generic name• Brand Name• OTC

Customer of Pharmaceutical1. Doctors2. Pharmacist (A&B)3. Nurses4. Patient

Consumer Behavior Process

Maslow’s hierarchy of Need

A Consumer Decision Process

Factors Influence Doctors Behaviour

Patient Decision Process

Segmentation, Targeting & Positioning• Market segmentation is a marketing strategy which

involves dividing a broad target market into subsets of consumers, businesses, or countries that have, or are perceived to have, common needs, interests, and priorities, and then designing and implementing strategies to target them.

Segmentation