Boko report

2
The Marketing Environment

Learning Outcomes
After reading this chapter, you should be able to:

» Identify and define the three key areas of the marketing environment
» Describe the key characteristics associated with the marketing environment
» Explain PESTLE analysis and show how it is used to understand the external environment » Explain the environmental scanning process
» Analyse the performance environment using an appropriate model
» Understand the importance of analysing an organization’s internal environment and identify the key resources and capabilities

C A S E I N S I G H T 2.1
Crompton Greaves Limited, an Indian multinational company, is in the business of design, manufacture, and supply of all kinds of
T&D (transmission and distribution) equipment, including complete solution services, to its large base of customers in India and abroad.
The company boasts of a global presence today.
How does it keep abreast of the marketing environment? We speak to Biswaroop Ukil,
General Manger–Marketing (Power Products and
Solutions), to find out.

Biswaroop Ukil for Crompton Greaves Ltd
Growth in the power sector is one of the essential factors contributing to the gross domestic product (GDP) of a country. Although the GDP of India has shown signs of slowing down recently, it had been growing at a fast pace for quite some time. Several initiatives on the part of the central government, namely, its mega-power policy, ultra mega-power projects, the build–own– operate–transfer/build–own–operate–maintain models, public–private partnership in transmission projects, and the restructured accelerated power development and reforms programme have given tremendous impetus to all the three segments of the power sector—generation, transmission, and distribution. Due to this, demand for all major electrical power products such as transformers and switchgear has been expanding steadily. If the global economy, which looks

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