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Presentation on Marketing-External And Customer AnalysisPresented by:Aashima UppalAmrit pal KaurAanchal BansalAnil KumarAmit GuptaPGDM 1AMA Definition of MarketingMarketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals.

In order to understand Marketing let us begin with the Marketing TriangleCustomersCompetitionCompanyThe Role of External Factors

External Analysis

Strategy Funnel- Industry Side

Environmental Scanning: STEEP Analysis

Socio- cultural forces

Ways of thinking among members of society.

Occupational health centres.

Healthy and workplace environment.

Change agents for safety.Technological forcesMarket planning and fixes are more focused on internet.E-commerce.Technology updating.Example :

Cont.Ecological forces & Economic forces:Opportunities : Fair trade products. promote equity, sustainable development gaining environmentalist support. Threats: non fair trade products & they will started to leave the industry.

Political factorsImpact in countries economy. example: U.S- democratic & republican policiesChange in government regulation. example: U.S- securities & exchange commission Political stability. example: Sri-Lanka civil war.Mitigation of risk. example: economic freedom

Company Competitive AnalysisHow does each firm compete? (Quality, service, low price, something else?)How Effective is each? (How well designed are they?)How powerful? (Resources they used,money , people, influence..)How aggressive (How hard can dey compete?)Competitor Response Profile

Dynamic Competitor AnalysisWhile useful, the competitor table and the strategic groups are essentially static.

It is critical to make guesses about the future especially about when trends might stop and the ground might shift, and when new competitors night rise, or existing ones die.

Investment Decision Four Sound QuestionsShould existing business area be liquidated, milked, maintain, or target for investment?What growth directions should receive investment?Should there be market penetration, product expansion, or market expansion?Should new business areas be entered?Strategic OptionsWhat are the value propositions?What are the key success factors (KSF)?What assets and competencies should be created, enhanced or maintained?What strategies and programs should be implemented in functional areas?What should be the positioning strategy, brand-building strategy, etc.

Strategic Uncertainties

Strategic Uncertainties

Anyone who is in the market looking at a product/service for attention, acquisition, use or consumption that satisfies a want or a need

Customer analysis

Who are my customers? Which are valuable or which arent?What do I do with my most valuable customers?How do I make less valuable customers to more valuable?

How Should Segments be defined?Customer CharacteristicsGeographicType of organizationSize of firmLifestyleSexAge occupation

Purpose of customer analysisTo identify the customers Types of customersLoyal customers.Discount customers.Impulsive customers.Need based customers.Wandering customers.

Customer analysis in decision making process

Decision making process

Customer targets & partnersCustomer segmentation visualisation

Customer analysis by companies

U.S company: Composite building company.Indian company: Nirma washing powder

In what way Indian companies responded to business environmental changes?Capital structure.Acquisition and mergers.Brand building. Production capacity.Labour.Customer focus.Distribution & selling.Compensation level.