Before you start preparing a marketing plan of the institution must understand the environment surrounding
Sector who are working with the institution. It is important to understand the different forces in
In the marketing environment, which affect the ability of Institution to meet the needs of customers and profit-taking .
There is a distinction between micro-environment and environment Olmacroah, where each group represents the problems and different opportunities of the institution. Will be discussed in detail for each group, then the results of analyzes are combined together to understand the overall picture of the marketing environment.
Micro-environment
Micro-environment is made up of the company (or institution), customers, intermediaries, competitors, and the public. These factors influence the dynamics on the enterprise environment and its ability to service customers. Will be discussed briefly for each of these factors.
The company (or organization)
Perhaps the most important factor in the success of the marketing plan is the attitudes and credibility in the company. This means that interest and participation of all employees in the company. And senior management must take a marketing strategy to achieve the goals and objectives of the company, and to include this idea in the formulation and dissemination of the company's message. The concepts of change and the trend towards a focus on customer service is very important, especially for staff who deal directly with customers, where the lead character of these interactions to strengthen the company's position in the face of competition.
Customers
And form the key to success for the Foundation in an environment characterized by increasing competition and change. And the institution to know your customers and the types of products and services they need. We have discussed these topics in the page "the customer the center of attention." The above analysis can be included in the general understanding of the marketing environment.
Competition
Competition is an important element of the marketing environment. Should consist of a clear idea on the subject based on the knowledge of their competitors? What are the products that are competitive? Where is the competition? What is the size of the risks? These questions mainly for the analysis of the competition.
The challenge for the Foundation is to learn how to become more competitive, and have a plan of action to ensure continued success in the future. The marketing plan is one of the steps within the action plan will be developed.
General
Means the common folk of different groups that can affect (positively or negatively) the ability of the institution to achieve its objectives. Examples include financial institutions such as banks, government, citizens and employees of the company.
What are the public in the country and / or institution? Any change to the public can affect the capacity of the institution in different ways. Attention must be paid to these changes in order to reap the benefits of and adaptation in the organization and to inform customers that.
Therefore, the citizens (including prospective customers) are members of the public who are interested in the situation of the company and its plans in order to provide better service to them.
The domestic public opinion (staff) is very important due to its interaction with customers. A specific part of the internal marketing focus on keeping the staff in the changes and keep encouraging them through the information on the targets to be achieved and new projects. And offers many of the companies monthly newsletter provides the latest information and staff publishes interviews with managers in different departments to talk about progress in the projects of the Foundation
How does the institution encourage and motivate employees?
Environment Almacroah
To take another look at the marketing environment scheme and take the outer regions. These are the environmental factors Almacroah which represent general trends and forces relevant to the country and region. It is rare that the organization can control these external forces or influence. This includes conditions of population, political, and cultural rights in the country as well as the challenges of economic, technological and infrastructure challenges.
Population
Population analysis is concerned with the citizens and their characteristics in terms of the rate of population growth and changes in the environment and population migration from the countryside to the cities ... etc.. How do these factors affect the institution? For example, with the entry of more women into the labor sector and the migration of people to urban areas, these conditions have led to increased demand for cosmetics and women's necessities. In addition to this, these lead to more employment of desire and the ability to buy different products.
Political / legal
Different political and legal environment from one country to another. And can identify areas of work such information including opportunities for future development. If the country's policy to allow for more liberal or privatization, there will be new legislation to keep up with these forms of ownership. Is the work of the Foundation a political issue in the country, and how it affects the organization?.
Culture
What are the benefits and values and standards that help to understand prospective customers? What are their attitudes toward enterprise products? What are the ideas that help make marketing plans more effective or less effective? All these questions must be working in the marketing taken into account for purposes of the optimal use of available resources to gain access to the customer. And help this type of information in the provision of the service organization that people want.
Economy
The interest of employees in marketing and purchasing power of consumer models to customers. Purchasing power is determined amount of money that remains after satisfaction of basic needs. What is the average income for the customers, and how much is the amount that they can and want to spend them in buying the company's products?
The consumption pattern can be determined by two factors: how people spend their money, spend and how much?
Physical / infrastructure
What are the opportunities in the field of infrastructure expansion and what limitations faced by the institution in this area? What is the speed of growth of infrastructure in the country and how much does it cost? Could think here of the role played by the institution in the expansion of infrastructure and what are the goals that can be placed to develop.
Analysis (SWOT)
Analyze the strengths and weaknesses / opportunities and risks Strength, Weakness, Opportunities & Threats
SWOT analysis is a useful tool for understanding the dynamics of the institution and the external environment. Analysis takes into account the strengths and weaknesses internal micro factors.
Can classify each of these factors as the strength or weakness for the Foundation.
The example includes the quality of the subsequent factors and include them in the perfect model to analyze the strengths and weaknesses.
Interested in analyzing the opportunities and risks to the environment Almacroah in an attempt to focus on the direction of the institution in the future. They can be opportunities to develop new technology or infrastructure that can expand the customer base. This allows the analysis to build the power of the institution and create new opportunities to reach more customers. It is also important to take into account the risks.
What are the major risks faced by the institution, now and over the next five years? Must control the risks faced by the organization on an ongoing basis to arrive at appropriate strategies to deal with .
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