Mktg209 Research Paper
The success of Cochlear
Cochlear’s macro-environment and global marketing mix Analysis
Abstract:
To analyze the reason why Cochlear is successful, it is better to inspect it from a worldwide range. This essay uses PESTLE model to analyze its macro-environments in different countries and regions, and then discuss the impact of these factors. This essay also uses a number of examples to illustrate Cochlear 's responding global marketing mix, to further emphasize the deep impact.
Table of Content
1. Introduction: 4 2. Main body: 4 2.1 Political Factor 4 2.2 Economic Factor 5 2.3 Social/Culture Factor 5 2.4 Technical Factor 5 2.5 Legal Factor 6 2.6 Environmental Factor 6 3. Conclusion: 6
4． Reference…………………………………………………………………………………………7
1. Introduction:
The Cochlear 's headquarters and factory are both located in Sydney Australia. The sales of its hearing healthcare systems spread to over 100 countries, all over around North America, South America, Europe, and Asia Pacific. Cochlear hires over 22,000 employees. And its products account for 70% of the global market share, providing good quality service to more than 200,000 patients with severe hearing loss. As follows, this essay will use PESTLE model to make analysis of Cochlear 's macro-environment, and list its marketing strategies in responding of these factors one by one. 2. Main body:
As Borden (1964) stated, “when we think of the marketing mix, we need to give particular heed today to devising a mix based on long-range planning that promises to fit the world of five or ten or more years hence”. To establish a well-round global marketing mix that is “fit the world”, we need PESTLE model, a commonly used analysis tool, which includes policy, economic, social/culture, technological, legal, and environmental factors. With macro-environment analysis, Cochlear “might benefit further by placing more emphasis on an integrated health service strategy and recognizing the
Cochlear’s macro-environment and global marketing mix Analysis
Abstract:
To analyze the reason why Cochlear is successful, it is better to inspect it from a worldwide range. This essay uses PESTLE model to analyze its macro-environments in different countries and regions, and then discuss the impact of these factors. This essay also uses a number of examples to illustrate Cochlear 's responding global marketing mix, to further emphasize the deep impact.
Table of Content
1. Introduction: 4 2. Main body: 4 2.1 Political Factor 4 2.2 Economic Factor 5 2.3 Social/Culture Factor 5 2.4 Technical Factor 5 2.5 Legal Factor 6 2.6 Environmental Factor 6 3. Conclusion: 6
4． Reference…………………………………………………………………………………………7
1. Introduction:
The Cochlear 's headquarters and factory are both located in Sydney Australia. The sales of its hearing healthcare systems spread to over 100 countries, all over around North America, South America, Europe, and Asia Pacific. Cochlear hires over 22,000 employees. And its products account for 70% of the global market share, providing good quality service to more than 200,000 patients with severe hearing loss. As follows, this essay will use PESTLE model to make analysis of Cochlear 's macro-environment, and list its marketing strategies in responding of these factors one by one. 2. Main body:
As Borden (1964) stated, “when we think of the marketing mix, we need to give particular heed today to devising a mix based on long-range planning that promises to fit the world of five or ten or more years hence”. To establish a well-round global marketing mix that is “fit the world”, we need PESTLE model, a commonly used analysis tool, which includes policy, economic, social/culture, technological, legal, and environmental factors. With macro-environment analysis, Cochlear “might benefit further by placing more emphasis on an integrated health service strategy and recognizing the
References: Ahmad, A. E. M. K. (2012). Macro-environment Influences on Health Service Strategy in Saudi Private Sector Hospitals: An Empirical Investigation. International Business Research, 5(5), 49. doi:10.5539/ibr.v5n5p49 Borden, N Schulze-Gattermann H, Illg A, Schoenermark M, Lenarz T, Lesinski-Schiedat A. (2002) Cost-benefit analysis of pediatric cochlear implantation: German experience. Otol Neurotol, 2002 Sep, 23(5), 674-681. Cochlear (2013) International. Retrieved on 1st April, 2013 from http://www.cochlear.com/wps/wcm/connect/intl/home. Gluyas, Richard (2012) Cochlear wins plaudits for its damage control exercise. Retrieved on 1st April, 2013 from http://www.theaustralian.com.au/business/opinion/cochlear-wins-plaudits-for-its-damage-control-exercise/story-e6frg9wx-1226495696485. Grigg, Angus and Gao, Lucy (2012) Cochlear wins slice of coming Chinese health boom. Retrieved on 2nd April, 2013 from http://www.afr.com/p/world/cochlear_wins_slice_of_coming_chinese_kcIgVepNUxZZsSxuOJHfKL. NPR (2012) Cochlear Implants Redefine What It Means To Be Deaf. Retrieved on 2nd April, 2013 from http://www.npr.org/2012/04/08/150245885/cochlear-implants-redefine-what-it-means-to-be-deaf. The Economic Times (2010) Cochlear to invest $15 mn over five years in India. Retrieved on 2nd April, 2013 from http://articles.economictimes.indiatimes.com/2010-07-11/news/28452646_1_implants-products-hearing.