MICRO AND MACRO MARKETING ENVIRONMENT Introduction Micro marketing Refers to the internal controllable factors or forces which affects the ability of a company to serve its customers. e.g. the organization‚ the market‚ the suppliers‚ market intermediaries and the marketing mix. The micro marketing environment that surrounds organisations can be complex by nature‚ however the company has an element of control over how it operates within this environment. Macro marketing Refers to the external
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how they reflect and engage them‚ how they define their aspiration and enable them to do more. Powerful brands can drive success in competitive and financial markets‚ and indeed become the organization ’s most valuable assets. In the field of marketing‚ brands originated in the nineteenth century with the advent of packaged goods. The first registered brand was the red triangle registered by Bass beer‚ as the British were the first to introduce a law for trade mark registration. Industrialization
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Starbucks: Culture and Environment Starbucks is one of the largest coffee retailing companies in the world. It is spread across 42 countries and has 15‚000 stores. In North America alone the company has thousands of outlets. Apart from being in the coffee business the company is also sells bottled coffee drinks and a line of super premium ice creams. The company also has a brand portfolio that sells a variety of items. There is a line of premium teas called Tazo
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Refers to the stability of the economic environment‚ the attitudes and movements of political parties. This is entwined in government influence on tax policies‚ trade agreements‚ legislative Laws‚ international trade regulations‚ monopolies and consumer protection. Generally Political forces are influences that present restrictions or opportunities that are not mandatory. There is a positive outlook on the Airline Industry as long as the political environment is stable. Due to positive policies and
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MARKETING SITUATION ANALYSIS INTRODUCTION Enviroelectrics is a medium sized company with a focus on providing energy efficient‚ operator friendly products and is located in Port Melbourne with access to the bay and arterial roads for shipping and trucking of products. The company consists of a strong team with a management group that works closely with employees. The company is preparing to release a new microwave oven to the market and is in the initial planning and development stages. Prior to
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service environment to evaluate the specialty coffee house chain‚ Starbucks Singapore. The report evaluates the purpose and value of the Starbucks servicescape design‚ a descriptive illustration of the service environment with a detailed and clear blue-printing of the service process all from an external view-point Introduction and Company Background Description of Service Environment Specific Goals‚ Values and Objectives of Starbucks Singapore Servicescape Goals Starbucks want its
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the new business environment and be willing to implement strategies to deal with the issues that may arise. With this in mind‚ this report aims to review the international human resource management policies that would influence the decision of a multinational corporation‚ namely Hewlett Packard (HP)‚ to set up a subsidiary in Southern India‚ the challenges faced in attempting this‚ and ways in which those policies could be adjusted to accommodate operations in the new environment. Southern India
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C．INTERNAL ENVIRONMENT 1. Organizational structure 2.Strengths and weaknesses Strengths Brand Recognition High quality products Strong Culture Social responsibility Use of technology Weaknesses Expensive products Overcrowding Culture clash in different markets As a company of world’s top five hundred‚ Starbucks has some strengths. Global Brand Recognition Starbucks has a distinct purpose. It has built as a place between homes and offices for their target customers. There is an atmosphere，where
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trying to help and advice marketing manager of Dynamic International Ltd. I will explain what are micro and macro environment factors and how do they affect his marketing decisions as well as consumer buying behaviour. I will propose him segmentation criteria‚ targeting and positioning for his products. Micro environment Micro environment consists of the different types of stakeholders outside the organisation. The constituents or stakeholders of the micro environment include customers‚ suppliers
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------------------------------------------------- Conduct a Marketing Audit ------------------------------------------------- --- ------------------------------------------------- Conduct an External Marketing Audit ------------------------------------------------ ------------------------------------------------- ------------------------------------------------- a) External Marketing Audit In this external audit‚ Starbucks is looking at its macro and micro external environment. Macro Environment includes: * Economic-Demographic
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