Marketing Environment

The marketing environment surrounds and impacts upon the organization.

Macro marketing environmental force : Political, legal, regulatory, societal/green, technlogical, economic and competitive

The micro-environment influences the organization directly. It includes suppliers that deal directly or indirectly, consumers and customers, and other local stakeholders. Micro tends to suggest small, but this can be misleading. In this context, micro describes the relationship between firms and the driving forces that control this relationship. It is a more local relationship, and the firm may exercise a degree of influence.

Micro marketing environmental forces : The business, suppliers, marketing intermediaries, buyers, competitors and publics

The macro-environment includes all factors that can influence and organization, but that are out of their direct control. A company does not generally influence any laws. It is continuously changing, and the company needs to be flexible to adapt. There may be aggressive competition and rivalry in a market. Globalization means that there is always the threat of substitute products and new entrants. The wider environment is also ever changing, and the marketer needs to compensate for changes in culture, politics, economics and technology.

For example: Nokia Company

Political factors- Legal constraints are the hardest external factor to try and avoid making any serious impact on any pricing, or marketing choices made. The only legal constraint that my new strategy "dodges" is the G3 licensing, as the new style of Nokia product doesn't need any of the newest technologies under the G3 frame.

Technological factors- This is the most important external factor in the communications as mobile phones are based around technology and new discoveries. The new strategy does have to be careful with technological advances as Nokia do not want to make the new phones to complicated as my market research discovered that this is exactly what the target market does not want, they want phones that are simpler to use.

Environmental and Social factors- Nokia have never really had any of these affect the way in which they operate because they have never done anything that is really anti-environmental