PESTLE and SPACE analysis International Strategic Marketing

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"PESTLE and SPACE analysis International Strategic Marketing"에 대한 내용입니다.

목차

1. Marketing Environment
1.1 PESTLE Analysis
1.1.1 Political Factor
1.1.2 Economic Factor
1.1.3 Social and Cultural Factor
1.1.4 Technological Factor
1.1.5 Legal Factor
1.1.6 Environmental Factor
1.2 SPACE Analysis
1.2.1 The Internal Strategic Position and External Strategic Position
1.2.2 SPACE Matrix
1.2.3 SPACE Planning
1.2.3.1 1st Quadrant – Aggressive
1.2.3.2 2nd Quadrant – Conservative
1.2.3.3 3rd Quadrant – Defensive
1.2.3.4 4th Quadrant – Competitive

2. Customer
2.1 Who is the Customer
2.2 Key Questions for Understanding the Customer
2.3 Company Record

3. Competitor
3.1 Bench Marketing
3.2 Assessing Competitors’ Capability Profiles

4. PESTLE Analysis Implementation
4.1 Political Factor
4.2 Economic Factor
4.3 Social and Cultural Factor
4.4 Legal Factor
4.5 Technological Factor
4.6 Environmental Factor

5. Implementation on Key Question for Understanding the Customer

6. Implementation on Assessing Competitors’ Capability Profiles
Conclusion
References

본문내용

1. Marketing Environment

Marketing Environment is the aggregation of external and internal factors which influence the company’s capability to build a relationship and to develop its target market (Cant, Strydom Jooste & Plessis, 2006, p. 36). In order to pore over the profusion of environment variables which can affect its marketing environment, it is required to understand a classification of marketing environment as well as being very sensitive to current and future trends in certain groups or sub environment.
Internal factors or micro-environment consists of individuals in the company’s immediate environment that affect its market: the company, customers, suppliers, competitors. publics, and market intermediaries. (Arun & Rachana, 1998, p. 105) External factors or macro-environment are divided into 6 major components, namely: demographic, economic, technological, ecological to analyse marketing environment, PESTLE and SPACE analysis are applied in the next paragraphs of this report.


1.1 PESTLE Analysis

PESTLE analysis is used as a tool by companies to track the external factors of environment that the company is operating in or planning to come up with new strategies on certain products or services. PESTLE analysis views at political, economic factors, social and cultural, technological, legal and environmental issues which they influence certain industries. (Ranchhod, 2004, p. 16)

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