SUMMARY: SME MARKETING STRATEGY
TOPIC:
MARKET ANALYSIS
REPORTER:
CANDILA, JHON PAUL UNTAL
RELOTA, CRISTINE JAY A.
LIMPIADO, ROMALYN ESPINA.
MARKET ANALYSIS
The Marketing Environment
The marketing environment consists of three components, also called sub-environments, which
are known as the micro-environment, market environment, and macro- environment. Each of
these sub-environments consists of variables which can influence an enterprise, its workers
and their families.
The Micro-Environment
The micro-environment of an enterprise refers to all the activities that are executed by that
enterprise. An enterprise must perform diverse activities in order to function properly and to
attain the profit objectives that have been decided on.
The Market Environment
The key variables in the market environment are:
s
The Macro-Environment
It is important to realize that the enterprise operates within a wider macro-environment, in
which variables directly or indirectly influence the enterprise and its market environment. The
enterprise cannot always control these variables and they must be continually evaluated to
ensure that potential opportunities or threats are correctly identified.
Determining the Strengths and Weaknesses of Opportunities for and Threats to
the Enterprise (SWOT Analysis)
In order to ensure the success of an enterprise, the management must take a careful look at
the marketing environment. This can be done by means of a SWOT analysis. This means that
the enterprises strengths and weaknesses must be identified, as well as the opportunities and
threats that exist in the environment.
An enterprise functions within certain marketing environmental variables. These variables are
known as controllable and uncontrollable variables. These variables influence the activities of an
enterprise. Therefore, it is the task of management to evaluate these variables and
their impact on the enterprise and to recommend strategies to utilize the opportunities and
counteract the threats.