Micro And Macro Environmental Factors Marketing Essay

Micro And Macro Environmental Factors Marketing Essay Marketing has often been defined in terms of satisfying customers needs and wants. Critics however maintain that marketing goes beyond that and creates needs and wants that did not exist before, According to these critics, marketers encourage consumers to spend more money than they should on goods and services they really do not need. Aim To prepare a report for the Management of Aldi supermarket on its marketing policy and to propose a new position for its fresh fruits and vegetables. In relation to the above scenario. Terms of reference. To prepare this report the author r has considered the various marketing process, evaluated the benefits and cost of marketing orientation, evaluated the macro and micro factors that influence marketing decision masking he author has also considered different market segmentation for different products of .Aldi. The author considered market targeting strategy for the organisation fresh fruits and vegetables . and evaluated buying behaviour of people for the range these products. The author has and recommended a new market position for this product. Introduction The first foundation stone was laid in 1913 with the opening of a small food store in the German town of Essen. During the 40s, an expansion program was created and more ALDI stores were opened. In 1954, a celebration was held for the opening of the 50th store in Germany. By 1960 ALDI had grown to a network of over 300 stores between the Ruhr Valley and Aachen. The prosperous family business was then divided into two independent companies: ALDI SÃ ¼d to service the South, and ALDI Nord for the North. Self-service was still a relatively new retail structure in the 60s and ALDI became the first company in Germany to adopt this new retail concept. While customers were still able to take advantage of the same high quality products as before, they could now purchase them at much more competitive prices. In 1983, ALDI SÃ ¼d started chilled distribution depots and sold fresh products such as cheese, yoghurt and sausages. Frozen products came in 1998 and were closely followed by fresh meat. ALDI, to this day, continues to keep up with the ever-evolving taste of the modern consumer. Today, Aldi 7,000 stores and serves millions of people across three continents. (Aldi.com.au) 4. Marketing process MARKETING PROCESS The marketing process is the process of analyzing market opportunities, selecting target markets, developing the marketing mix, and managing the marketing effort. Target customers stand at the center of the marketing process. There are following steps in Marketing Process: A. Analyzing marketing opportunities B. Selecting target markets C. Developing the marketing Mix D. Managing the marketing effort A . Analysing marketing opportunities This involves carrying out market research to find out the opportunities, the threat and the organisation strength and weakness. Hence the need for a reliable market research approach. With market research the organisation will find out about market constrains, it will find out it competitors about demand for the product it will also be able to profile the age group, of likely consumers of the firms product.the company finds about legislation and other environmental factors that re likely to affect the profitability of the company. With useful information rom the market research the organisation will know customers requirement and able to plan for it. B. Selecting the target Market Todays market is very competitive and to be a viable organisation the organisation as to be customer focused. It is import to analyse and profile consumer. Each company has to segment the market and concentrate on the market where it believe it has the edge over others (Target Market). C. Market segmentation This is dividing the market into separate groups by consumers and their needs traits, behaviour. Target marketing is the evaluation of each market segment and selecting one or more segment where the company can generate more customer value and sustain it over a period of time. D. Market positioning The company need to identify how its products be placed in a distinctive and desirable position to other competing products in the. To define a market position the organisation has to identify possible competitive advantage. The company will need to develop a marketing strategy that will support the market positioning of the product. This will provide consumer with more than those offered by competitors. c. Developing the Marketing Mix Having develop its market positioning and competitive strategy the it will have to decide what its marketing mix will consist of The marketing mix is the set of controllable marketing variables that the firm blends to produce the response it wants in the target market. The marketing mix consists of everything that the firm can do to influence the demand for its product. These variables are often referred to as the four Ps. . Product, Place, Promotion and price. d. Managing the Marketing Effort To manage the marketing the firm will need to carry out four marketing functions of analysing, planning, implementation, and control Marketing orientation Marketing Orientation is defined as as a corporate state of mind that insists on the integration and coordination of all the marketing functions which, in turn, are melded with all other corporate functions, for the basic purpose of producing maximum long-range corporate profits. (business.highbeam.com) The characteristics of market orientation are inter-functional coordination,customer orientation, understanding customers and organisational culture. . . The benefits and cost of marketing orientation Benefits of marketing orientation Growth in profitability Improved corporate image High customer satisfaction, loyalty and retention Increase sales and market share Enhanced competitive advantage Cost of marketing orientation Technology requirement for customer contact and improved ways of doing business Complex customer growing needs and power Increasing customer expectations Staff training and development needs Increase resource demand to providing customer specific marketing ukessays.co/essays/marketing/marketing-report-of-tesco.phpg 6 . Micro and Macro environmental factors that affect marketing 6.1 Micro Environmental factors These are factors within the control of the organisation and their implied actions can affect the organisation. There are six main factors that can be classified as micro environmental factors Marketing channel: This includes the distribution channel, the outlets, sales representatives and market research companies. The consumer, producer,reseller, government, and international markets. Organisations internal environment these includes management, Employees and Directors and franchisee. The competitors Publics: These are group of people or body that have interest in the organisation that have an actual or potential interest in or impact on the organizations ability to achieve its objectives:financial, media, government, citizen action, and local, general, Financial intermediaries: This includes the external auditors, the banks and credit rating agencies. Whatever actions taking by the people will be as a result of the organisation activities and practice. Hence the conclusion that the organisation invariably has control over them.. Macro Environmental Factors This are external factors outside the control of the organisation and ability to envisage them allows the company to be prepared and adopt strategies to overcome them. Demographic Environment This is to do with the population of a particular location and the following understated factors are are likely to affect its outcome which invariably will affect the planing of of the organisation Population Growth Where there is a population explosion or high population the organisation is likely to do well and increase profitability through increased sales. Also migration will have an equal effect Population Mix The population mix will have effect on the types of goods that will be demanded for example in China there will be more pensioners and old age in the next few years and the working population may not be able to sustain the pensioners. Furthermore the demand for adult drapers in such market will increase whilst that of children will greatly reduce. Household pattern The household consumption pattern will also change where there are no babies in the house the parents will not buy baby food or medication. Geographical Shift The emigration or immigration will affect the population of a location and management needs to take this into account when deciding and planing the marketing strategy for example there is migration to the UK and emigration fn Republic of Ireland and this will affect consumption pattern . Economic Environment The economy of a country or the economic prospect will affect the consumption pattern in that country for example the Euro zone are going through and economic depression. Each family are concerned about how they spend their dis[posable income. The same applies in UK and it reflects on peoples shopping habit less people go to shop in Waitrose and more people are turning to Aldi. Social cultural Environment This will equally affect the decision of management for example it will impossible to sell non halal food in a predominantly Islamic country and also with we not make economic decision not to sell alcohol in the Republic of Ireland. Natural Environment Where there resources like raw materials and reduced labour cost it will make economic sense to locate there also where is natural disaster the firm can plan suitable good s for that region. Technology Environment The advent of I pads, smart phones. online shopping has changed shopping habits and also advertising patterns significantly the next generation of technology is on its way. Corporations to be conversant with changing technology so as plan ahead. Political and Legal Environment Governments continue to change all over the world, different governments come up with different policies and laws. Some may be to the advantage of the company some may be threat and some may be opportunities. In conclusion The micro and macro factors are used for SWOT analysis in analysis in an organisation. Buying Behaviour Stages of the Consumer Buying Process Problem or need recognition Information search Evaluation options Purchase Decision Post Purchase Positioning of fresh Fruits and Vegetables at Aldi .Product positioning is the ability of a firm to come with unique product and customer perception of brilliance and likable product. Product s positioning are based class attitudes, benefits,quality and are target at a particular people known as the market segment..( Berry T.and Wilson D , 2000) The target market for fresh fruits and vegetables in Aldi should be children to reduce obesity in the country, to increase healthy awareness and promote healthy eating. Conclusion Marketers go out of their way to find and develop a Niche market and product and tto look for ways on enticing consumers and be a profitable organisation to this end they carry out market research. analyse the market and come up a with valuable product that will be demanded. The also create awareness through different campaign strategy, they spend considerable amount of money to ensure the product is attractive,the packing is attractive and they promote the usefulness of the product Recommendation .Product positioning involves creating a unique, consistent, and recognized customer perception about a firms offering and image. A product or service may be positioned on the basis of an attitude or benefit, use or application, user, class, price, or level of quality. It targets a product for specific market segments and product needs at specific prices. Referencing http://www.aldi.com.au/au/html/company/3777.htm http://www.zainbooks.com/books/marketing/principles-of-marketing_10_marketing-process.html http://business.highbeam.com/138375/article-1G1-8366780/market-orientation-construct-research-propositions http://www.ukessays.co/essays/marketing/marketing-report-of-tesco.php#ixzz2NAfKDrTg ON TARGET: THE BOOK ONMARKETING PLANS How to develop and implement a successful marketing plan. By:Tim Berry and Doug Wilson Palo Alto Software, Inc., First Edition, October, 2000

Heaven and Hell Divided in C. S. Lewiss The Great Divorce :: Lewis Great Divorce

Heaven and Hell Divided in C. S. Lewis's The Great Divorce    C. S. Lewis is known throughout the world for his ability to tuck theology into fantasy. He's the author of many books such as the Chronicles of Narnia, The Screwtape Letters and Mere Christianity. One of his less popular books, but one that he considered among his favorites, was The Great Divorce. The title refers to the separation of Heaven and Hell.    Although a relatively thin book, it is packed with thought provoking questions concerning ones faith. In this story, the narrator and main character, embarks on a bus ride from the twilight of Hell to the outskirts of Heaven. Here he encounters many people, called ghosts, who have also been in Hell. The narrator observes their struggle with whether to stay in Heaven, or hold onto their petty sins and return to the lonely darkness of Hell. C. S. Lewis' descriptions and characters are what really make this story incredible.    The main character of the story never receives a name. This was done in order to make him seem less like another character, and more like a mirror image of oneself. He is the character that the reader seems to relate with the most. Not only does the audience relate to him but so do the other characters in the book. One such example of this is on Page 14, while the narrator is getting on the bus. "I thought you wouldn‚Äà ´t mind my tacking on to you . . . for I've noticed that you feel just as I do about the present company." This is interesting because the narrator has neither seen nor spoken to this character before. Another case is on page 29, "What's the sense of allowing all that riff-raff to float about here all day. Look at them." Here again, another ghost seems to be drawn to the narrator and speaks to him as if they had already met.    Those people who were already in Heaven the main character referred to as "solid people." He called them this because, unlike the ghosts, they were not transparent. The narrator‚Äà ´s solid person, or teacher as he calls him, is George MacDonald and is introduced at the beginning of chapter 9. George MacDonald is a famous writer and C. S. Lewis has never tried to hide the fact that he admires Mr.

A peak detector

Ac voltage to DC voltage and reduces the disturbance. The function can be explained as follow. The capacitor stores the current peak voltage.If he input voltage is larger, the op-amp output goes positive until the capacitor is charged up to the new peak value. If the input voltage is smaller, the diode keeps the capacitor from being discharged. This peak value of voltage that is stored on the capacitor will remain until this capacitor is discharged by a mechanical or electronic switch. Components of peak detector circuit Peak detector circuit consist of two operational amplifiers (op amps), by first op amps on diode Dn is connected in parallel manner and another diode Dp is connected in series manner.And this op amp is connected to the voltage supply. Another op amp and capacitor is connected with this circuit in series. A reset switch is added to the circuit by which the value of peak value that is stored on capacitor A resistor is connected between two op amps. When choosing the re sistor, the limits must be considered: rdf 12 l/fc, where fm is the modulation Frequency and fc is the carrier frequency. Working of peak voltage circuit: The typical peak detector uses voltage amplifiers and a diode or an emitter follower to charge the hold capacitor, CH, unidirectional.The diode conducts positive half cycles, charging the capacitor to the peak voltage value. When the input waveform falls below the DC peak voltage value stored on the capacitor, the diode is reverse biased, blocking current flow from capacitor back to the source. Initially the capacitor discharge(O V) by resetting the A that is negative in situation, Dp blocks current, TOB current is provided by 10 ohms and diode reverses leakage from drain capacitor and stop the output signal. If input inverting input exceed the voltage of the capacitor, he output of B races up to a positive value and current flows through Dp .The voltage drop of the diode is negated due to feedback voltage being after the drop. Th e capacitor charges until it has reached Vin or when Vin drops below its capacitor's voltage at the time of which A goes back into the negative saturation. The capacitor slowly discharge through the reset. This is a major source of droop on fast or low duty cycle signals since it will discharge some before. The next wave peak A- is a unity gain output buffer that prevents the next stage from draining the capacitor.

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