MARK301 Lecture Notes - Lecture 4: International Trade, Antibiotics, Baby Boomers
17 Apr 2015
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Learning objectives: describe the major trends in the firm"s macro environment and micro environment that affect the company"s ability to serve its customers, discuss how companies can react to the marketing environment. Involves acquiring information on events occurring outside the company and identifying potential trends: adapt strategies to avoid threats and take advantage of opportunities, e. g. swot analyses. The microenvironment: factors that are unique to the company and that the company can influence. The macroenvironment: factors that all companies in the industry experience in common and that are difficult to influence. Honest tea: honest tea is a brand of organic tea, ranked in top 25% of inc. magazine"s 500 fastest growing companies 2003. Honest tea strategies: segmentation: organic niche, consumers who want a healthy beverage alternative. Important market trends: the beverage market is a highly saturated and competitive market, sales are shrinking by about 2% a year, organic foods and beverages have become the market"s fastest-growing segment.
