AD EVALUATION STUDY MARKETING ENVIRONMENT

Type of research

Marketing Environment is the combination of external and internal factors and

forces which affect the company’s ability to establish a relationship and serve its
customers.

The marketing environment of a business consists of an internal and an external

environment. The internal environment is company specific and includes owners,
workers, machines, materials etc. The external environment is further divided into
two components: micro & macro. The micro or the task environment is also
specific to the business but external. It consists of factors engaged in producing,
distributing, and promoting the offering. The macro or the broad environment
includes larger societal forces which affect society as a whole. The broad
environment is made up of six components: demographic, economic, physical,
technological, political-legal, and social-cultural environment.

Objectives
Its present and future existence, profits, image, and positioning depend on its
internal and external environment. The business environment is one of the most
dynamic aspects of the business. In order to operate and stay in the market for
long, one has to understand and analyze the marketing environment and its
components properly.

It enables an organization to take advantage of emerging strategic opportunities.

It helps a business to compete more effectively against its rivals.

Research Approach
Quantitaive and Qualitative

Sample Questionnaire

Section A: General Information

A1. Name of Firm or Company:
A2. City (Location):
A3. State (Location):
A4. Country ( Location):
A5. Name of the Respondent:
A6. Designation:
A7. Firm/Company Size: Number of Full time employees:
Number of part-time employees:
A8. Year of Establishment:
A9. Products Manufactured or Services Offered:
A10. Share of foreign ownership or investment (If any):
A11. Share or Investment of State or Central Government (If Any in %):
A12. Total Revenues of the company (2011 in Rs):
A13. Total quantity of goods sold (In Numbers in year 2011):
A14. Total loans outstanding from bank or any other financial institution:
a.) Amount in Rs.
b.) Percentage of Equity:
A15. Legal set-up of the Company, Tick from the option below
a.) Single Proprietorship
b.) Partnership
c.) Cooperative

d.) Corporation, privately held

e.) Corporation, listed on stock exchange
f.) Others, specify

A16. What defines best your industry from the option below?
1. Finance and Insurance
2. Professional, Scientific and Technical services
3. Information: Media, Telecom, and Data processing
4. Construction and Real estate
5. Wholesale and Retail Trade
6. Manufacturing: Food & Beverage
7. Manufacturing: Textile and Apparel
8. Manufacturing: Wood, Paper and Printing
9. Manufacturing: Petroleum, Chemicals and Plastics
10. Manufacturing: Metal and Machinery
11. Manufacturing: Computer, Electrical & Appliance
12. Other Manufacturing
13. Accommodation and Food Services
14. Healthcare and Social assistance
15. Arts, Entertainment and Recreation
16. Transport and Logistics
17. Mining, and Oil and Gas extraction
18. Utilities
19. Agriculture, Forestry and Fishing
20. Educational Services
21. Other services
22. Public Administration
23. Others, Please
mention_________________________________________________
Yes No
A17. Does your firm operate in other countries?

A18. Does your firm face international competition?

Yes No

Part 1: State-level Business Environment

B1. How do you rate the different components of business environment of your state for
your industry mentioned in the table below?
Very Poor Satisfactor Good Excellent
Poor (Doesn’t y
require (Doesn’t ( No need
urgent (No need to require to
attention concern at any concern
but present but attention at all)
needs will need in
(Needs attention attention in future)
urgent in near future)
attention future)
)
Presence of Quality
Infrastructure (Roads,
Railways, Airports and
ports)
Tele-communication
Facilities
(Internet, phone)
Taxation Policy ( Corporate
tax, Excise, VAT & other
indirect taxes)
Availability of talent labor
Access to capital
Innovation ( Ease of getting
Patents & Trademarks,
research institutions and
scientists)
Environmental Regulations
Regulatory Framework
(Company Laws and Other
Binding laws for operating a
manufacturing business )
Ease of Land Acquisition
Quality of Bureaucracy
Availability of advanced
Technology
Presence of raw-material
suppliers and other related
industrial clusters
Availability of logistics
partners and other service
providers required to run the
business smoothly
Stability and effectiveness
of the political system
Crime-free environment,
Security and effectiveness of
legal system
Corruption in the
government system
Presence of sophistication in
firm management, making
strategies, management
practices and effective
management skills
Power (Availability)
Government support in
exports and marketing
outside the country
Presence of Industry body
(Supportive, effective in
convincing government to
make supportive policies)
Quality control measures
( Technical assistance,
government support and
ease of getting
certifications)
Availability of universities,
training facilities and
vocational training centers
Ease of closing down the
business

B2. What do you feel about the different components of the business environment of your
state for your industry mentioned in the table below in the context of last five years?
Declining No Improving
Change

Presence of quality Infrastructure

(Roads, Railways, Air and ports)
Tele-communication Facilities
(Internet, phone)
Taxation Policy ( Corporate tax, Excise,
VAT & other indirect taxes)
Availability of talent labor
Access to capital
Innovation (Ease of getting Patents &
Trademarks, research institutions and
scientists)
Environmental Laws
Regulatory Framework (Company
Laws and Other Binding laws for
operating a manufacturing business)
Ease of Land Acquisition
Quality of Bureaucracy
Availability of advanced Technology
Presence of raw-material suppliers and
other related industrial clusters
Availability of logistics partners and
other service providers required to run
the business smoothly
Stability and effectiveness of political
system
Lack of transparency, protection of
property and intellectual property
Crime-free, Security and effectiveness
of legal system
Corruption in the government system
Presence of sophistication in firm
management, making strategies,
management practices and effective
management skills
Power Supply ( Availability)
Government support in exports and
marketing outside the country
Presence of Industry body (Supportive,
effective in convincing government to
make supportive policies)
Quality control measures ( Technical
assistance, government support and ease
of getting certifications)
Availability of universities, training
facilities and vocational training centers
Ease of closing down the business
Organizations or companies who adopt or use each type of research

SONY
Is the one of the biggest electrical giants in the world. Sony is one for the leading
manufacturer of Electronics, Videos, Communications and information
technology products for the consumer and professional markets.

RETAIL AUDIT

Type of research
Retail audits are studies of selected retail outlets performed by brand
representatives or retail store employees for the purpose of collecting data about
the health of the brand’s products. For the sake of this article, we’ll be discussing
retail audits as they pertain to suppliers. Types of information that brand reps
gather include:

 Sales volume
 Stock levels (shelf and backstock)
 Descriptions of in-store displays and promotional materials
 Competitor activity
 Planogram compliance (shelf location, number of facings present, number
of SKUs present, missing/inaccurate shelf tags)
 Pricing 
 In-store location of products
 Product damage

Objectives

The benefits of conducting retail audits are twofold. On the one hand, they serve
as a tool for suppliers to ensure that retailers are complying with pre-established
agreements on product placement, pricing, and promotion. On the other hand,
they allow brands to accurately measure their success in the retail environment.

Equally advantageous is the priceless commodity of data that audits provide. By

aggregating data from various retail locations over time and comparing results,
managers can make actionable decisions that reduce inefficiencies and
ultimately drive sales.

Research Approach

Quantitative and Qualitative

Sample Questionnaire

Organizations or companies who adopt or use each type of research

RSM International is a powerful network of audit, tax and consulting experts with
offices all over the world. 

MEDIA/ TV RATINGS

Type of Research
It attempts to provide its clients with valuable insights into consumer behavior
and marketing information. This is done through data collection and
measurement methods that evaluate what consumers watch and what they buy. 

Objectives

CUSTOMER and CONSUMER – determination of customer preferences, method

of selection and purchase, motivation, segmentation and typology of customers,
characteristics of potential customers, …

ADVERTISING – determination of advertising impact (pre-test, post-test),

advertising evaluation, choice of the best creative, recommendation of
communication focus, database of advertising creatives, …

IMAGE – evaluation of company image, comparison with competition, brand

value, perception by customers, evaluation of company activities (advertising,
communication, sales channels, corporate social responsibility, …)

MARKET and COMPETITION – market division, comparison of companies,

focus of competitive advertising communication, perceived image and position of
different companies, …

BUSINESS PARTNERS – satisfaction of partners, feedback, proposals for

improvement, preferences of suppliers and clients, …
EMPLOYEES – determination of satisfaction of employees, information for
setting of benefit program, strengths and weaknesses of the company, evaluation
of HR and company communication, …

PUBLIC – equipment of individuals and households, market segmentation,

typology, socio-economic characteristics, knowledge and use, …

Research Approach
Qualitative and Quantitative

Sample Questionnaire

Organizations or companies who adopt or use each type of research

Nielsen Corporation
is best known for its Nielsen ratings, which measure audiences for television,
radio and newspapers in media markets. Nielsen also measures the shopping
and media behavior of millions of consumers around the world through its market
research tool Homescan. It tracks all retail and grocery purchases, which allows
researchers to link purchasing habits to household demographic data.