Market Audit
External Marketing Audit HYPO Group
Wageningen, October 2012
Charne Annandale Jessica Backes Lilian Bakker Caitlin Buenting Lydia van Dam
External Marketing Audit HYPO Group (Hippodam)
A company description of the external market of Hippodam.
Wageningen, October 2012
Van Hall Larenstein University of Applied Sciences
Client: Supervisor: Students:
Class: Group:
HYPO Group Hans van Tartwijk Charne Annandale Jessica Backes Lilian Bakker Caitlin Buenting Lydia van Dam ELS1a 1
930303002 911012103 910531001 940603001 950308001
Table of contents:
1) Introduction .................................................................................................................... 1 2) Stage 1 (Assess the nature of the external environment) ................................................... 3 3) Stage 2 (Macro Environmental Audit) ................................................................................ 4
PEST-analysis
3.1) Political Issues ......................................................................................................................4 3.2) Economical Issues ................................................................................................................5 3.3) Social Issues .........................................................................................................................9 3.4) Technological Issues ...........................................................................................................10 3.5) Conclusion PEST-analysis ...................................................................................................11
4) Stage 3 (Micro Environment Audit) ..................................................................................12
The five forces-analysis
4.1) Bargaining power of suppliers ...........................................................................................12 4.2) Threat of substitutes
Wageningen, October 2012
Charne Annandale Jessica Backes Lilian Bakker Caitlin Buenting Lydia van Dam
External Marketing Audit HYPO Group (Hippodam)
A company description of the external market of Hippodam.
Wageningen, October 2012
Van Hall Larenstein University of Applied Sciences
Client: Supervisor: Students:
Class: Group:
HYPO Group Hans van Tartwijk Charne Annandale Jessica Backes Lilian Bakker Caitlin Buenting Lydia van Dam ELS1a 1
930303002 911012103 910531001 940603001 950308001
Table of contents:
1) Introduction .................................................................................................................... 1 2) Stage 1 (Assess the nature of the external environment) ................................................... 3 3) Stage 2 (Macro Environmental Audit) ................................................................................ 4
PEST-analysis
3.1) Political Issues ......................................................................................................................4 3.2) Economical Issues ................................................................................................................5 3.3) Social Issues .........................................................................................................................9 3.4) Technological Issues ...........................................................................................................10 3.5) Conclusion PEST-analysis ...................................................................................................11
4) Stage 3 (Micro Environment Audit) ..................................................................................12
The five forces-analysis
4.1) Bargaining power of suppliers ...........................................................................................12 4.2) Threat of substitutes
References: Websites 1. Club Hypo, 2012 Available at: http://clubhypo.nl/ retrieved on the 13th of September. 2. European Horse Network, 2010 Available at: http://www.europeanhorsenetwork.eu/index.php?page=horse-industryin-europe retrieved on the 18th of September.