Marketing environment is divided into external environment analysis and market environment analysis.
External environment analysis includes: 1, macro environment analysis: economic situation, policy orientation, technical development level, social orientation (such as people's values, product usage habits, etc. ) and demographic variables (such as sex ratio, age distribution, education level distribution, etc. ) related to the economy; 2. Analysis of industrial environment: five forces model and product life cycle (specifically, it can be searched online). 3. Analysis of business environment: mainly the sales situation and channel distribution in different regions.
Market environment analysis includes: 1, market concentration analysis, and the main indicators are CR4, HI, etc. 2, product differentiation analysis (including model, function, brand, etc. ); 3. Entry barriers (mainly including policy barriers, technical barriers, professional barriers and economies of scale); 4. Benchmarking enterprise analysis (the top enterprises with a large market share in this market field)
The above is the basic market environment analysis, and it is more comprehensive to analyze the environment according to this framework.
If we want to further analyze the marketing strategy, we should use the SWOT mentioned upstairs, as well as the classic STP (segmentation, target and positioning) and 4PS (product, price, channel and promotion).
This is mainly aimed at the analysis of tangible products. If it is intangible products such as services, his analysis method is more complicated. Let's talk so much first. Fan Wen wants to analyze specific things, and he is not sure.
Briefly describe the main aspects involved in market environment analysis. 5 points
The marketing environment mainly includes two elements. One is the micro-environment factor, which refers to various participants who are closely related to the enterprise and directly affect its marketing ability. These participants include suppliers, marketing middlemen, customers, competitors, the public and various departments within the enterprise that affect marketing management decisions. The second is the macro-environmental factors, that is, the huge social forces that affect the micro-environment of enterprises, including population, economy, politics, law, science and technology, social culture, physical geography and so on. Micro-environment directly affects and restricts the marketing activities of enterprises, while macro-environment indirectly affects and restricts the marketing activities of enterprises mainly through micro-marketing environment. The former can be called direct marketing environment, and the latter can be called indirect marketing environment. The relationship between them is not parallel, but master-slave relationship, that is, the direct marketing environment is subordinate to the indirect marketing environment.
What does the marketing environment analysis mainly include?
The marketing environment mainly includes two elements,
First, micro-environmental factors, that is, all kinds of participants closely related to the enterprise and directly affecting its marketing ability, including suppliers, marketing middlemen, customers, competitors, the public and various departments within the enterprise that affect marketing management decisions;
The second is the macro-environmental factors, that is, the huge social forces that affect the micro-environment of enterprises, including population, economy, politics, law, science and technology, social culture, physical geography and so on. Micro-environment directly affects and restricts the marketing activities of enterprises, while macro-environment indirectly affects and restricts the marketing activities of enterprises mainly through micro-marketing environment. The former can be called direct marketing environment, and the latter can be called indirect marketing environment. The relationship between them is not parallel, but subordinate, that is, the direct marketing environment is subordinate to the indirect marketing environment.
What's the difference between environmental analysis and market analysis?
Market analysis is an economic analysis of market size, location, nature, characteristics, market capacity and attractive scope. It refers to analyzing and judging whether the products produced after the project is put into production have a market in a limited time and what marketing strategy to adopt to achieve the sales target through market research and supply and demand forecast according to the market environment, competitiveness and competitors of the project products.
"Environmental analysis" refers to a series of activities to fully understand and evaluate the internal and external environment of enterprises by various methods, so as to find market opportunities and threats, determine the advantages and disadvantages of enterprises themselves, and thus provide guidance for the strategic management process.
What does the market analysis include?
Market analysis includes:
Marketing environment analysis
1 Macro restrictive factors of enterprise marketing environment
Overall economic situation
B. Overall consumption situation
C. Industrial development policy
Market politics and legal background
Whether favorable or unfavorable legal and political factors will affect the product market.
2 Micro-constraints in the marketing environment
The relationship between suppliers of enterprises and enterprises
3 market overview
Current market sales
The maximum sales volume that the market can accommodate.
Future market scale trend
What is the brand that competes with this brand?
Is the market seasonal?
4 marketing environment analysis summary
Opportunities and threats
merits and demerits
the key to the question
Second, consumer analysis.
1 Overall consumption trend of consumers
2 Analysis of existing consumers
Total number of existing consumers
Age of existing consumers
Existing consumer occupation
Existing consumer income
3 Now the consumer's consumption behavior
purchase motivation
Time purchase
purchase frequency
Purchase quantity
4 existing consumer attitudes
How much you like the product.
Preference for this brand
Awareness of the brand
How to write market analysis?
Economic environment-macro environment analysis
Analysis of industry status quo:
Market positioning analysis
Market behavior analysis;
Market form analysis
Analysis of mainstream enterprises
Analysis of our enterprise
product analysis
Specific market analysis
Market strategy suggestion
Therefore, the market forecast
Concluding remarks
Generally speaking, market analysis is based on market research, or a deeper understanding of the market.
Market analysis is mainly to prepare for the choice of market strategy or market direction.
The accuracy of market analysis will affect the accuracy of market strategy, and the wrong market analysis may directly determine the failure of market behavior.
Industry market analysis is often written independently, but it can't be analyzed in depth, only macro analysis can be done.
Market analysis is more often used as a prelude to market battle plan and the basic point of market strategy or tactics.
The market analysis of the executive layer focuses on the analysis of the characteristics of specific regional markets or professional markets, but there are many micro-level analyses.
The analysis of macro-environment is mainly the consideration of strategy and decision-making.
The general environment determines the general direction of the enterprise, the speed and scale of the market.
The executive layer doesn't have to think too much about this problem, but should focus on how to do a good job.
Analysis of industry status quo
What kind of competitive environment is the enterprise or department in?
Is the whole industry going up or down?
What is the industry profit?
How competitive is it?
What is industry saturation?
Is the industrial chain mature and saturated?
Is there too little or too much industry capital?
What kind of competitive environment is the enterprise or department in?
Is the whole industry going up or down?
What is the industry profit?
How competitive is it?
What is industry saturation?
Is the industrial chain mature and saturated?
Is there too little or too much industry capital?
This link mainly analyzes the market business model.
What about the product channel?
Is the distribution of marketing channels? Agent? Or flat?
Is the market subject mature? Is it strong?
Which link in the whole market chain has the right to speak?
How to distribute industry profits? Are there more manufacturers or more businesses?
How many operating modes are there in the market of this industry?
Different ways and advantages and disadvantages?
What is the mainstream way?
This link is to analyze the external performance of business.
Is it online sales or specialty store?
Are there more shops or specialty stores?
Or a direct seller who sells at home?
Is the format mature?
What kind of format is the mainstream?
What kind of business combination will future competition lead to?
What mainstream format should be seized as a market breakthrough?
What are the best companies on the market now?
What kind of products do they have?
How big is their team?
What is their marketing strategy?
What is their brand image? How to promote it?
What about their authority?
What is their management style?
What about their backstage support?
What is the development stage of our enterprise?
The characteristics of our products
Our marketing strategy
Our market direction
Wait, about the market,
Our products and corresponding market segments
Analyze one by one
Can be combined with the comparative analysis of competitive products
Suggest our product strategy?
There are two specific markets: regional market and professional market, which can be subdivided into multiple levels.
The specific market is mainly that the senior management level should be proficient and know everything.
The specific market analysis should be comprehensive and detailed.
Market classification analysis should be carried out (there are many classification methods)
Need to analyze the business format and quantity.
Conduct customer classification analysis
Conduct product process analysis
Conduct business habits and customer personality analysis.
The finer the better.
According to the specific market analysis, put forward the appropriate market strategy.
What kind of access do you choose?
What kind of customers do you choose?
What kind of product attack do you choose?
What personality do you choose to do this market?
How many ways can this market behave?
What are the advantages and disadvantages of each method?
Analyze the market from brand, market and customer accumulation, and analyze the results.
Analysis from the aspects of short-term and long-term sales tasks
Analyze from the aspect of stability
Show determination!
Give hope!
Tree target! ...
How to write SWOT analysis in marketing?
Steps of SWOT analysis:
1. List the strengths and weaknesses, possible opportunities and threats of the enterprise.
2. Advantages, disadvantages, opportunities and threats combine to form SO, ST, WO and WT strategies.
So the strategy: relying on internal advantages and taking advantage of external opportunities.
WO strategy: make use of external opportunities to make up for internal disadvantages.
ST strategy: using internal advantages to avoid external threats.
WT strategy: reduce internal disadvantages and avoid external threats.
3. Identify and select the strategies of SO, ST, WO and WT, and determine the specific strategies and tactics that enterprises should adopt at present.
(analysis usually uses tables, which is more intuitive. You must analyze it and come to a conclusion.
Competitive advantage refers to the ability of an enterprise to surpass its competitors, or the uniqueness of a company to improve its competitiveness. For example, when two enterprises are in the same market or they both have the ability to provide * * * products and services to the same customer group, if one of them has a higher profit rate or profit potential, then we think that this enterprise has a competitive advantage over the other enterprise.
Competitive advantage can be the following aspects:
● Advantages of technical skills: unique production technology, low-cost production mode, leading innovation ability, strong technical strength, perfect quality control system, rich marketing experience, excellent customer service and excellent large-scale purchasing skills.
Advantages of tangible assets: advanced production lines, modern factories and equipment, rich natural resources reserves, attractive real estate location, sufficient funds and complete information.
● Advantages of intangible assets: excellent brand image, good commercial credit and aggressive corporate culture.
● Advantages of human resources: employees with professional knowledge in key fields have high work enthusiasm, strong organizational learning ability and rich experience.
Advantages of organizational system: high-quality management and control system, perfect information management system, loyal customer base and strong financing ability.
● Competitive advantage: short product development cycle, strong dealer network, good cooperative relationship with suppliers, sensitive response to changes in market environment and leading market share.
Competitive disadvantage (W) refers to what a company lacks or does badly, or what will put the company at a disadvantage.
Factors that may lead to internal defects are:
Lack of competitive skills and technology
Lack of competitive tangible assets, intangible assets, human resources and organizational assets.
● Competitiveness in key areas is being lost.
Potential opportunities for the company:
Market opportunity is the main factor affecting the company's strategy. Company managers should identify every opportunity, evaluate the growth and profit prospects of every opportunity, and choose the best opportunity that can match the company's financial and organizational resources and make the company have the greatest competitive advantage potential.
The potential development opportunities may be:
● The expanding trend of customer base or product market segment.
● Transfer skills and technologies to new products and businesses to serve a larger customer base.
● Forward or backward integration
The market entry threshold is low.
● Ability to acquire competitors.
● Strong market demand growth and rapid expansion.
● Have the opportunity to expand to other geographical regions and expand market share.
External threats endangering the company (t):
In the external environment of the company, there are always some factors that threaten the profitability and market position of the company. Company managers should identify threats that endanger the future interests of the company in time, make assessments and take corresponding strategic actions to offset or mitigate its impact.
The external threats of the company may be:
Strong new competitors will enter the market.
● Substitutes seize the company's sales.
● The market growth rate of major products declined.
● Adverse changes in exchange rate and foreign trade policies.
● Adverse changes in demographic characteristics and social consumption patterns.
● The negotiation ability of customers or suppliers is improved.
● Reduced market demand
● Vulnerable to economic depression and business cycle.
Because of the integrity of enterprises and the extensive sources of competitive advantages, when analyzing advantages and disadvantages, we must make a detailed comparison between enterprises and competitors from every link of the whole value chain. For example, whether the products are novel, whether the manufacturing process is complex, whether the sales channels are smooth and whether the prices are competitive. ......
What is marketing environment analysis? What are the key points? How to analyze it? Ask for a relatively simple model essay.
Analysis of marketing environment: The management of marketing function begins with a comprehensive analysis of the enterprise's situation. Enterprises must analyze the marketing environment, find attractive opportunities and avoid threatening factors in the environment. It should include the following parts: plan implementation summary, marketing status, threats and opportunities, goals and problems, marketing and strategy, action plan, budget and control.
1. Plan Executive Summary: The marketing plan should start with a plan executive summary, which briefly outlines the main objectives and suggestions in the plan, so that the enterprise management department can quickly browse the whole plan.
2. Marketing situation: In this part, the planner provides relevant background information about the market, products, competition and sales.
3. Threats and opportunities: In this part, managers predict the main threats and opportunities that products may face, with the aim of making managers predict the important development trends that will have an impact on the company.
4. Goals and problems: After studying the threats and opportunities of products, managers can set goals and consider the problems that will affect them.
5. Marketing strategy: Marketing strategy refers to the marketing logic that a business unit wants to achieve its marketing objectives.
6. Action plan: Marketing strategy should be transformed into concrete action plan to answer the following questions: What will be done? When will it be done? Who is in charge of doing it? How much is the charge?
7. Budget: The action plan enables managers to make a feasible marketing budget, which is actually a planned profit and loss report.
8. Control: The last part of the plan is control, which is used to supervise the whole process.
What is the significance of marketing environment analysis?
The significance of marketing environment analysis is embodied in the overall situation of the market, the internal situation of enterprises and the situation of competitors. It is necessary to understand market information and conduct targeted marketing.
How to write market analysis? What should I pay attention to?
Market analysis needs to study industries, industrial chains, competing products and so on. On this basis, we can analyze the marketing strategy from 1 1PS.
First of all, products, products that adapt to the target market, are the basis of enterprise marketing. However, the product strength is ignored by many enterprises, especially some small and medium-sized enterprises. When developing products, these enterprises did not do solid basic work, or lacked individuality and blindly followed the trend, or the products had low adaptability and were not competitive. There are also some enterprises that regard their products as RMB, thinking that they can be unimpeded anywhere in the country. The analysis of products should first focus on the adaptability to the local market. China has a vast territory, and there are great differences in consumption habits between the north and the south. These differences will not be fundamentally changed in the short term. Once it is found that the poor sales performance of your products is caused by the lack of product adaptability, you should immediately adjust your sales strategy and reset the marketing area of your products. Secondly, consumers' concern and preference for products. Generally speaking, consumers pay more attention to advertisements, but high attention does not mean high preference. Therefore, when there is a big difference between the brand awareness of your product and the consumer's preference for your product, you should find out the reasons for this difference as soon as possible, so as to reverse the situation as soon as possible. In addition, the sales difference between your products and the main competitive products in the local market also needs attention. Especially some competitors with higher market share and larger sales volume than you should be the target of your marketing analysis. In addition, the stability of products in sales, especially some fluctuating quantitative phenomena, should be paid more attention to and analyzed. Because any abnormal phenomenon must be caused by some reason. If you can't grasp the reason of this quantitative change, you will be in a passive position in the ever-changing market. It is always a sensitive point in marketing to analyze and promote the price of products demanded by consumers. In the prevailing market reality of "price war", any price change should have a reason. And this "reason" must be obtained through rigorous investigation and careful analysis, not arbitrary. Because many domestic enterprises only pay attention to the immediate interests when pricing their products, they seldom make strategic considerations, so some products have great price elasticity and are regarded as "water injection" by consumers. Once the sales of products are blocked or can't go up, it seems that price reduction is their only choice. Doing so is not only passive, but sometimes even the dealers don't applaud, and it will also make consumers who bought in the early stage feel cheated, thus damaging the brand reputation. Therefore, a stable price is sometimes a stable market guarantee. Don't reduce the price easily unless you have to. When we analyze the product price, we must analyze and judge the reaction in the implementation of product price policy on the premise of paying attention to the stability and continuity of product price. Including price comparison with similar competing products, discount policy in price implementation, and feedback from dealers, agents and end consumers on prices. Among them, the price comparison and analysis with similar competing products is particularly important. In addition to finding ways to understand some discount policies implemented by competitors (as long as there is a good customer relationship, it is not difficult to do this), we must also master the sales changes of similar products in the same store and the consumers' reaction to price factors when choosing products on the spot (we only need to choose a few representative terminal sales points and send sales staff to make on-site observation records on specific days, so that we can get first-hand accurate information). Therefore, in the case of unsatisfactory sales of your products, the analysis and judgment of product prices should be more rational, excluding perceptual components. When your product sales are in a benign state, price analysis will let you know the price changes of competitors in time. Price reduction measures that may pose a threat to competitors can also be reacted in advance. In the specific analysis, we should also combine the purchasing power of consumers in the local market and the sales situation in the local market, especially the price changes of similar competing products (including the changes in the dealer's price policy), make a comprehensive analysis and make a comprehensive judgment. Analyze channels and improve operational efficiency. Channels are the bridge between products and consumers. Most domestic enterprises adopt distribution system and principal-agent system. The advantage of this sales method is that the sales cost is much lower than that of direct sales, and the establishment of sales terminal network is faster than that of direct sales. However, the weakness of this sales method is also obvious, mainly reflected in the fact that the terminal network is not controlled by itself; Once an enterprise makes some strategic adjustments, ......