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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
