MAR3023 SPR22 Chapter Notes -Swot Analysis, Food Desert, Starbucks
Document Summary
Paying close attention to customer needs and monitoring the business, marketer can identify potential opportunities. Consumers may be influenced directly by the immediate. Environment actions of the focal company, the company"s competitors, the corporate partners that work with the firm and the physical environment. The firm and customers are influenced indirectly by the. Macro - environment: culture, demographics, social, technological, economic and political/legal factor. They monitor their macro-environment to determine how such factors influence consumers and how they should respond to them. The first factor that affects the consumer is the firm itself. Successful firms focus on satisfying customer needs that match their core competencies. Firm can use swot to categorize any opportunity as attractive or unattractive; if it appears attractive, they also need to assess it in tern of their existing competencies. Its critical that marketer understand their firm"s competitors, including their strengths, weaknesses, and likely reactions to the marketing activities that their own firm undertakes.
