Lecture 2

• Situational Analysis Components


  • Competitive Analysis
  • Macroenvironmental Analysis
  • Product Analysis
  • Customer Analysis
  • Channels & Logistics Analysis
  • TOWS Analysis
• Situational Analysis


  The process of conducting research on the organisation's macro- and microenvironment to identify threats and opportunities to guide marketing strategy, planning and implementation
• Situational analysis is not a linear process
• Marketing Environment


  The actors and forces outside of marketing that affect marketing management's ability to build and maintain successful relationships with target customers
• Components of the Marketing Environment

  • Microenvironment
  • Macroenvironment
• Macroenvironment


  The larger societal forces that affect the microenvironment
• Forces in the Macroenvironment

  • Demographic
  • Economic
  • Natural
  • Technological
  • Political and Social
  • Cultural
• Demographic Environment


  The study of human populations in terms of population size, density, diversity, age, gender, race, ethnicity, family size, structure, educational characteristics, and occupation
• Demographic Shifts in NZ

  • Growth in Baby boomers
  • More over 65s than under 15s
  • Minority ethnic and religious communities larger proportion
  • Population growth slowing
  • 60% of growth in Auckland
• Economic Environment


  Factors that affect consumer purchasing power and spending patterns
• Natural Environment


  The natural resources needed as inputs by marketers or affected by marketing activities
• Technological Environment


  Forces that create new technologies, products and market opportunities
• Political and Social Environment


  Laws, government agencies and pressure groups that influence or limit organisations and individuals
• Cultural Environment


  Institutions and forces that affect a society's basic values, perceptions, preferences and behaviours
• Class Exercise: Identify current trends in the macro environment impacting the NZ chocolate market and Whittaker's
• When conducting marketing research, marketers need to focus on the most pertinent macroenvironmental factors
• For the assignment, identify which macroenvironmental factors are relevant and important, and why
• Secondary Data


  Information that already exists, having been collected for another purpose
• Primary Data


  Information collected for the specific purpose at hand
• Marketers must evaluate secondary information carefully to ensure it is relevant, accurate, current and impartial
• Conducting a macroenvironmental analysis is useful to understand the larger societal forces affecting the organisation
• Key takeaways: The macro marketing environment, the 6 macroenvironment forces, forces relevant to the lovers of chocolate in New Zealand, marketing research and the macroenvironment