Read the summary and the most important questions on Marketing Analysis

• 2 Strategic Planning

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• Mission statement -> Reason for companies existence

  -Realistic
  -Specific
  -Motivating
  -Distinctive(diffrent) competencies (USP)
  -Market oriented + Needs

• 3 Marketing Environment

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• External analysis = Meso Environment = Uncontrollable but Influenceable

  -Customers
  -Competitors
  -Intermediars
  -Suppliers(delivery)
  -Audiences(press)

• External analysis = Macro Environment = DEPEST

  -Demographic Forces
  -Economic forces (Consumer Spending)
  -Political/Law forces ( New Law )
  -Ecological forces (Sustainability)
  -Social/Cultural forces
  -Technological Trend

• 5 forces of Porter = To analyse external environment

  - Competitive rivalry
  - Threat of new entry
  - Buyer power
  - Supplier power 
  - Threat of new substitute

• What are the characteristics of the MESO environment and what does this environment consist of?

  Characteristics:
  -Uncontrollable 
  -Limited influence
  
  Consists of:
  1. Customers
  2. Competitors
  3. Intermediars
  4. Suppliers
  5. Audiences

• 4 Services

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• PORTER competitors strategy

  - Cost leadership (offering the lowest price)
  - Differentiation (higher product quality)  
  - Focus (specialised)

• T&W competitors strategy

  - Product leadership (you are the best in you branche, highest price) 
  - Operational excellence (provides superior value for lowest price)
  - Customer intimacy (getting closer to customer)

• 5 Consumer behaviour

• Consumer behaviour, are strongly influenced by

  - Cultural factors (subculture = group)
  - Social factors (weath)
  - Personal factors (lifestyle, age, lifestage)
  - Psychological factors (Maslov)

• HENRY ASSAEL Types of buying behaviour

  - Complex buying behaviour (u only want milka)
  - Variety seeking buying behaviour (today milka, tomorrow toney)
  - Dissonance buying behaviour (to much choice, just pick one)
  - Habitual buying behaviour (you always buy milka)

• 7 Internal

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• 4 p's -> To analyse the Micro environment

  -Product/Service (customer value)
  -Price (costs)
  -Place (convenience)
  -Promotion (communication + image)