Transcript MARKETING PLANNING -1

Karolina Janiszewska
MARKETING PLANNING
macroenvironment
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Marketing Plan
Macroenvironment
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Economic environment
Political / fiscal and legal environment
Technological environment
Social and cultural environment
Natural environment
Demographic environment
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Marketing Plan
• All macroenvironment factors should be
analyzed as opportunities and threats at the
same time
• it means that one factor could be company’s
both opportunity and threats
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Economic environment
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Inflation
Unemployment
Energy costs
Level of price
Consumption rate
Intrest rates
Rate of return
Materials availability
Gross Domestic Product
Currency exchange
Information source: GUS, economic web sites
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Marketing Plan
Basic economic terms - Inflation
• Inflation is a rise in the general level of prices over time.
It may also refer to a rise in the prices of a specific set of
goods or services. In either case, it is measured as the
percentage rate of change of a price index
• There are many measures of inflation. For example,
different price indices can be used to measure changes
in prices that affect different people. Two widely known
indices for which inflation rates are reported in many
countries are the Consumer Price Index (CPI), which
measures consumer prices, and the GDP deflator, which
measures price variations associated with domestic
production of goods and services.
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Basic economic terms - GDP
• The gross domestic product, or GDP, of a country or
of some other geographical region is one of the ways of
measuring the size of its economy. GDP is defined as
the total market value of all final goods and services
produced within a given country or region in a given
period of time (usually a calendar year). It is also
considered the sum of value added at every stage of
production (the intermediate stages) of all final goods
and services produced within a country in a given period
of time, and it is given a money value.
• The most common approach to measuring and
understanding GDP is the expenditure method:
– GDP = consumption + gross investment + government spending
+ (exports − imports)
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Political / fiscal / legal environment
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Nationalization
Union legislation
Taxation
Duty increases
Regulatory constrains
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Technological environment
• Aspects of product and / or production
technology which could profoundly affect the
economics of the industry
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New technology
Cost savings
Materials
Components
Equipment
Machinery
Methods and systems
• Infrastructure (roads, Internet)
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Social and cultural environment
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Education
Immigration
Emigration
Religion
Trends
Consumer life style
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Natural environment
• Climate
• Geographic placement
• Soil quality
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Demographic environment
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Level of birth
Household quantity
Age distribution
Regional distribution
Population distribution and dynamics
Information source: GUS, economic web sites
WSJO HND in Bussiness
Marketing Plan