Brief Analysis of the Marketing Environment Paper Part 2

"How to Respond to Changes in the Marketing Environment"

[Abstract] With the advancement of science and technology, the social environment is constantly changing , gradually moving towards international development, the marketing environment has also changed accordingly. In order to enable enterprises to develop better, the marketing environment has become the focus of enterprises. This article mainly discusses the factors that affect environmental changes, the opportunities and challenges that environmental changes bring to enterprises, and the responses to changes in the marketing environment.

Keywords: Marketing environment; SWOT analysis; PESTEL analysis

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1. The meaning and characteristics of marketing environment

( 1) The meaning of marketing environment. The marketing environment refers to the collection of factors related to corporate marketing strategies and marketing activities that affect corporate plans and profits. It is constantly changing with the advancement of social science and technology, international cultural exchanges, corporate competition, and the promulgation of political laws. . The marketing environment and enterprises can be called collaborators to a certain extent. An enterprise with excellent cultural heritage can affect changes in the market environment. At the same time, changes in the marketing environment will also bring opportunities and challenges to enterprises. Cooperation between the two can create Good social environment.

The impact of the marketing environment on an enterprise is not determined by a single factor, but the interaction and checks and balances of various factors that truly determine the fate of the enterprise. Generally speaking, the marketing environment consists of two parts: micro-environmental elements and macro-environmental elements. The micro-environment includes channel vendors, customers, competitors, the enterprise itself and the public, and is the main force for enterprise operation and development. The macro-environment includes political and legal, population, economy, science and technology, social culture and regional changes, which are indirect factors that affect the extension and expansion of corporate markets. The micro-environment and macro-environment cooperate with each other to influence the strategic choices and strategic goals of enterprises, and then influence the corresponding marketing activities of enterprises.

(2) Characteristics of the marketing environment. The marketing environment is a combination of complex factors that are constantly changing. It mainly has the following obvious characteristics:

1. Objectivity. The survival and development of enterprises in society will definitely be affected by the external environment. Even if some enterprises choose to "close themselves up" under special circumstances, they will inevitably be "tempted" and "provoked" by the outside world. Business leaders must understand this characteristic and be fully prepared to face the opportunities and challenges brought about by changes in the marketing environment.

2. Relevance. The marketing environment is a complex and ever-changing whole composed of different factors. Each factor in this whole can control, adjust and depend on each other. The environment in which an enterprise is located does not always have just one factor, nor is it affected by multiple factors over a long period of time, but is affected by a series of related factors. Enterprise market development can well prove this feature. Market development not only requires the enterprise itself to have strong consortium support, but also is affected by the simultaneous effects of competitors, regional culture, consumer groups, brand effects and other factors.

3. Difference. This difference means that different companies make different decisions when faced with the same environment, and different companies are not necessarily affected by the same environment at the same time. Everyone has his or her own unique personality influenced by the country, nation, and region. What’s more, the current international environment constantly encourages people from different countries to communicate and learn from each other. Living habits are established under the influence of economy, politics, law, and natural geographical environment. Square change. Faced with such differences, companies must divide different customer groups to meet customer needs and survive in an environment of fierce and high-intensity competition.

4. Variability. The marketing environment is a prerequisite for enterprises to make decisions. Only through detailed investigation and prediction of the marketing environment can marketing activities, organizational goals, and strategic goals be determined. However, the marketing environment is constantly changing with technological progress, international relations, politics and laws, natural factors, business operations and other conditions. This change can be divided into internal changes and external changes. Internal changes refer to changes in the enterprise itself, such as capital turnover, brand management effects, coordination and cooperation between management and other factors. External changes refer to other factors beyond the control of the enterprise. The variability of the marketing environment is also reflected in the difference in the duration of action, and this change is highly jumpy.

5. Uncontrollability. The marketing environment faced by an enterprise is not affected by the conditions of the enterprise itself, especially the macro environment. Today's transportation is convenient, international exchanges are frequent, population changes are accelerating, and social and cultural habits are constantly changing. These are all beyond the control of a company. In addition, the promulgation period of a country's political laws, population growth, and scientific and technological progress may bring external opportunities and threats to different companies.

6. Limitations. There are certain restrictions on the impact of the marketing environment on enterprises. Not all enterprises are always affected by the external environment. Some external factors are negatively related to the enterprise, have little impact on the enterprise, and even have no impact on the operation and management of the enterprise. Not the slightest influence. The advantages of the enterprise itself can avoid the negative impact of the macro-environment, making the external environment and the enterprise become two unrelated wholes.

2. Marketing environment analysis model

The PESTEL analysis model and SWOT analysis model are basic models commonly used by enterprises. Through investigation and research on various regions, enterprises can divide them into different influencing factors and then Establish corresponding analysis models.

(1) PESTEL analysis model. This model mainly analyzes politics, economy, society, technology, environment, and law. These factors are the primary external factors that affect the profitability and survival of enterprises. Only by correctly understanding these external conditions can enterprises move in the right direction.

(2) SWOT analysis model. This model is also called the situation analysis model. It mainly analyzes strengths, weaknesses, opportunities, and threats. It uses the company's own advantages to seize external opportunities and avoid external threats. At the same time, it uses external opportunities to reduce internal disadvantages and external threats.

3. The impact of changes in the marketing environment on enterprises

(1) Opportunities brought by changes in the marketing environment to enterprises. The marketing environment is closely related to the survival of enterprises. Enterprises can master market dynamics, understand national laws and regulations, pay attention to competitors' information at any time, and understand their own strengths and weaknesses. They can serve the society better than competitors and meet customer needs in an international environment. survive and have a certain market position.

1. Economic opportunities. Before our country changed its economic policy, it had been developing domestically, with limited funds, and could not make better use of wisdom to research new products. The level of science and technology has remained the same, people's living standards are low, and comprehensive prosperity is far away. Nowadays, our country has successfully joined the WTO, and a large amount of funds have been injected into our enterprises, which has significantly enhanced the vitality and competitiveness of the enterprises. Moreover, each enterprise is no longer limited to the domestic market for its target market, and has gradually penetrated into the international market, attracting more customers and develop a larger market.

2. Market opportunities. The market is constantly expanding and demand is diversified. Companies can develop new products to enhance competitiveness, extend the product life cycle, attract the attention of old customers, and reduce the purchase cycle. At the same time, they can use advertisements, newspapers, magazines, etc. to promote the company and let them More people understand the company's products and culture, allowing the company's brand influence to spread to a wider range. Enterprises can guide customer needs, make customers aware of their potential needs, and increase market coverage. The sales department formulates plans, organizes sales activities, and reduces the company's product cycle.

3. Talent opportunities. In the international market environment, the country pays more attention to the cultivation of talents, selecting outstanding talents to learn and master foreign knowledge and culture, and after completing their studies, they will contribute to improving the country's comprehensive strength. Various companies also regard talents as a top priority and continue to support employees in self-study and strive to provide more help for the company's operations. Enterprises can hire foreign citizens as employees to further integrate foreign organizations and culture with our country to form a new system to cater to the needs of modern people.

4. Technical opportunities. After changes in the international environment, basic technologies have become popular in various countries. By introducing research, companies can better meet customer needs, reduce research costs, and improve competitiveness. The fact that mobile phones have become a mass product is a kind of technological progress and innovation. Today's mobile phones can not only be used as a tool for making calls, but can also be used to learn about the latest international developments and search for needed information online. Without changes in the international environment, there would be no current environmental integration. Keep abreast of the latest information. Because of technological progress, our country has reduced the exploitation of non-renewable resources, can detect natural disasters in advance, and the natural environment has been improved, making sustainable development possible.

(2) Threats brought to enterprises by changes in the marketing environment. Changes in the marketing environment can be devastating to a business. So far, countless companies have disappeared because they were unable to face changes in the environment. There are also some companies that have survived for hundreds of years because they adapted to environmental changes, and finally formed brands and attracted public attention. In order to better face possible difficulties, companies must pay certain attention to the environment, formulate corresponding measures in advance, and strive to reduce threats, so as not to be caught off guard when the environment changes.

1. Risk issues. With the continuous development of the market, a large number of imitations have appeared, which has affected the stable development of the market and caused market chaos. The research results obtained by some companies that have invested a lot of money have been simply stolen by competitors and put into the market with low quality and low price to occupy the market. , affecting the company's brand and reducing the company's profitability. In addition, small businesses are seriously affected by the macro-environment. If they fail to adapt to the market environment, they may disappear from the social environment overnight. Large enterprises may also be in trouble due to temporary decision-making errors, have difficulty in capital turnover, and end up liquidating their businesses. Or in debt.

2. Interpersonal relationship problems. There is an unwritten rule in the business world - there are no permanent enemies and no permanent comrades in the business world. Interpersonal relationships are mixed, and the most important thing in the process of communication is interest relationships. Such cooperation cannot achieve the greatest benefits, and in some cases may even push collaborators to competitors. Competition between competitors will also cause price wars, and market prices will fluctuate, seriously affecting the interests of enterprises.

3. Brand issues.

Brand management consumes a lot of working capital. The quality of the brand is mainly affected by customer satisfaction and the company's own public relations environment. Once the company's public relations is not handled well, it may affect the company's image. Enterprises must conduct regular training for sales staff, pay attention to after-sales service, pay attention to consumer problems, and have strict requirements on product quality. Preventing the company's inferior products from entering the market is the first step for a company to establish a brand.

IV. Measures taken to deal with the marketing environment

(1) Marketing concepts shift to green marketing. With the advancement of science and technology and the steady growth of economic level, consumers are paying more attention to healthy and safe products, that is, green products. In order to meet the needs of customers, regular companies have safety licenses to allow customers to consume safely and securely. At the same time, the product introduction introduces a large number of Chinese herbal ingredients or conventional nutritional vitamins needed by the human body. Based on their social responsibility, consumers are also willing to choose green products and contribute to the sustainable development of society.

(2) Develop core products. The core product is the heart of a company. Having a core product that is difficult to copy will help improve the product's popularity, and the company can keep its old customers. When faced with external threats, it can keep the company outside the scope of the impact. Therefore, companies must use high and new technologies to develop core products. For example, Jiaduobao won the brand battle with Wanglaoji because it has a unique formula and unique taste. It is popular with the public and has generated core competitiveness. This is the core product.

(3) Correctly understand the marketing environment. The marketing environment brings not only threats but also opportunities to enterprises. Now many college students are returning to rural areas for development because they realize that this is an opportunity. As we all know, today's employment opportunities are becoming more and more severe. Some people choose to live a decadent life, while some people quickly adapt to the social environment, find suitable roles here, and play a different life. This is a kind of pride. . At the same time, the same is true for enterprises. In the face of environmental changes, enterprises should dialectically understand the changes in the environment, find market opportunities, and take corresponding measures to transform them into business opportunities.

(4) Establish a brand. Consumers' requirements for quality of life change with changes in income, and brands have become synonymous with high quality. Special occasions require specific clothing, and special gifts are given on special holidays. This reflects the special effects of the brand. Through the brand, one can judge a person's vision and respect for others. Brands can give customers a certain amount of trust and create more revenue. Establishing a good brand requires companies to strictly control style, quality, performance, after-sales service, etc., and at the same time invest in corresponding advertising on influential and relevant media to make the product and brand known to more people. Through brand strategy and mature marketing methods, you will occupy a certain market.

(5) Focus on relationship marketing. Surveys and studies show that the annual cost of new customers invested by companies is about five times that of retaining existing customers. It is important to focus on finding new customers, but companies must focus on the development of relationships with old customers. Old customers have high loyalty, help promote the company's brand, raise their own questions and needs, and bring profits and opportunities to the company. Old customers are easy to satisfy. What they need is respect. As long as the company gives a little benefit, it can win the customer's loyalty. Enterprises must establish a customer information system, pay attention to customer information dynamically, divide customers into different levels according to their influence on the company, find out the main reasons for customer complaints and dissatisfaction, handle them properly, and reward old customers for their support during special holidays.

(6) Correctly understand online transactions. Today's market is an international market, online shopping has become a trend, and companies can gain a larger market through online transactions. Taobao's market share has grown rapidly since its establishment, with daily cargo flow reaching hundreds of millions of items. It not only saves inventory costs and store costs, but also successfully enters the hearts of consumers. Office workers, students, and corporate staff will browse Taobao during their breaks, thereby stimulating demand and generating purchasing behavior. Online shopping pays more attention to integrity. What consumers are most worried about when shopping online is the quality of products and the attitude of service personnel. Enterprises must realize the importance of after-sales evaluation, resolve objections raised by consumers in a timely manner, and maintain after-sales and pre-sales attitudes. Only consistency can convince consumers.

(7) Leader’s decision-making ability and judgment ability. Leaders are an important resource for an enterprise. The leader's ability affects the development prospects of the enterprise. An excellent leader is decisive, calm, and organized, and has a certain ability to judge when faced with choices. This ability is a combination of wisdom and intuition. Only when managers correctly understand the information obtained by the enterprise, process it in a timely manner, make decisions, and make measurements, estimates, and predictions in the face of environmental changes can the enterprise move in the right direction. In this regard, as a leader, you must understand the current situation of the enterprise, pay attention to national policies and regulations, be sensitive to the marketing environment, and make correct decisions.

Main references:

[1]Li Fuxue, Li Changfeng, Yu Xuzhou, Xu Yihong. Marketing (Second Edition). Wuhan University of Technology Press, 2009.7.

[2] Yu Mingyang. Marketing Strategy. Tsinghua University Press, Beijing Jiaotong University Press, 2009.8.

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