Marketing Manager - Situation Analysis

Essay by freedomroadUniversity, Bachelor'sA, March 2008

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As Marketing Manager I am presenting to the executive team a situation analysis that examines each of the macro-environments that may impact upon and will assist in identifying future promotional and marketing strategy. "We define marketing as an organisational function and a set of processes for creation, communication and delivering value to customers and for managing customer relationships in ways that benefit the organisation". (Kotler et al 2007, p7). Each kind of product has its own target market which are actual and potential buyers (Kotler et al 1998). Marketing managerial processes are in "the analysis, planning, implementation and control of programs designed to create, build and maintain beneficial exchanges with target buyers for the purpose of achieving organisational objectives". (Kotler et al 2003, p13).

'Proactive-Partners' located in Sydney offer onsite and online sales. Our Company Mission is: Embracing Environmental Wellness Together. The Unique Selling Proposition of our new car line called 'Response' includes uniquely distinctive features; its primary fuel source is ethanol petrol levels upto100% and a hybrid engine.

MacroenvironmentThe marketing environment within which a company operates consists of the microenvironment and macroenvironment. The microenvironment is "forces close to the organisation that affects its ability to serve its customers" (Kotler et al 2003, p74)And the macroenvironment is "larger societal forces that affect the whole microenvironment," (Kotler et al 1998, pp885-886) There are 6 such forces: demographic, economic, natural, technological, political and cultural that shape opportunities and pose threats to an organisation. (Kotler et al 2003)"A successful firm is one that regularly modifies it marketing mix and strategies to adapt to these changes" (Czinkota et al 2000, p17).

Below I will outline the six macroenvironmental forces, and how they may affect 'Proactive-Partners'.

Demographic EnvironmentThe "study of human populations in terms of size, density, location, age, sex, race, occupations and other statistics"...