HOW THE ANALYZED THE MARKETING ENVIRONMENT:

If marketing is indeed about understanding and responding to customers, then

solid analysis of the environment is where great Web marketing plans begin. It is
in the environment that we see the changes which indicate emerging segments.
For Web marketing, this process is constant. So much is changing so fast that
you just can't sit back, so this activity becomes an ongoing part of the solid Web
marketing plan.

When we speak of the marketing environment, we are referring to all of the things

happening in our world that may have an impact on business. Always keep in mind that
the environment is an external concept -- that is, it is outside the firm's control.
Environmental analysis always refers to an industry as a whole, not to a specific firm.
Think of an entrepreneur about to start a business -- she would look for the most
promising opportunity and pick the best area to develop her Web marketing plan.

Web sites are unlike products. They can and do change frequently, with many major
sites getting a substantial overhaul every six months. Web activity is “right here, right
now” and people can react quickly. For instance, a well-publicized case of credit card
fraud online would almost instantly affect buyer behaviour. The site that had a problem
can fix that problem in an hour in many cases. This isn't like a lousy car that continues
to be offered for years.

Environmental analysis is largely descriptive, but it is appropriate to note emerging

trends or to speculate on what competitors might do. Always label speculation as such:
“From our experience, we believe Giant Corp. will enter this market.”