MKF1120 Lecture Notes - Lecture 3: Retail, Job Satisfaction
18 Jul 2018
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There are 3 types of environments, the micro, macro and internal. The micro-environment consists of customers, suppliers, competitors, other stakeholders and intermediaries. (those who affect the activities of the organisations, regardless if direct or indirect) I(cid:374)ter(cid:373)ediaries are the (cid:858)(cid:373)iddle (cid:373)e(cid:374)(cid:859) -> wholesalers, retailers, agents, Resellers who have a long-term agreement with the producer. Customers are both actual or potential people (b2c)/businesses (b2b) who will buy your product. Competitors are an alternative provider of the good or service that you provide. Direct: coca cola vs pepsi (carbonated soft drinks market) Indirect: coca cola vs coffee vs water vs wine (drinks market) Suppliers are the providers of inputs for your business. You will gain a competitive advantage if there is increased collaboration. Community members are any local non-governmental organisations who can mobilise public opinion towards a firm (in favour/ in opposition) Shareholders are those (cid:449)ho (cid:858)o(cid:449)(cid:374)(cid:859) the (cid:272)o(cid:373)pa(cid:374)y (cid:448)ia shares.
