COMMERCE 2MA3 Lecture Notes - Lecture 3: Insider Trading, Visible Minority, Canadian Tire
11 Dec 2016
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E. g. if exchange rate is in benefit for usd then walmart can sell products cheaper than canadian tire because they buy it in usd. Marketers who understand and manage the environments-internal or external- can adapt their product to meet new challenges and take advantage of opportunities. Analyzing the environment also helps firms assess their continued strengths and the value of their products, and any weaknesses resulting from changes in the marketing environment. By identifying potential environmental trends, firms often can take proactive steps. I. e. apple creating the ipod when the sony walkman was the main portable device. I. e. blackberry had 60-7(cid:1004)% share i(cid:374) s(cid:373)artpho(cid:374)e (cid:373)arket (cid:271)ut did(cid:374)"t (cid:373)o(cid:374)itor the tre(cid:374)ds (cid:894)tou(cid:272)h s(cid:272)ree(cid:374)(cid:895) -> in 10 years went from successful to crashing. Microenvironment (cid:894)(cid:1007) c"s of (cid:373)i(cid:272)roe(cid:374)(cid:448)iro(cid:374)ment: company capabilities: Core competency: something you do better than the competition. Apple core competency: good at marketing, research, development -> but picked target markets: competition:
