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Assignment Cover Sheet

Student Name: Ryan Lee Kelly

Student Number: 62649
Course: Diploma in Marketing - Level 4
Assignment No: 2

1. i) The term marketing environment is the generalization of all the parameters in

which a firm or organization runs within. These parameters are made up of
legislation, competitors, cliental and influence the marketing operations of the
business. The marketing environment is made up of the external environment and
the internal environment. The external environment are parameters not controlled or
set by the company but play a crucial role as the business must follow them in order
to operate successfully. Such external parameters such the global/national
economies, governments, domestic councils all affect the marketing environment.
The internal environment looks at the marketing parameters set within the
organization itself and are just as important in a marketing plan as the external
environment. This considers marketing tools like branding or packaging and staff
cooperate wear which are determined in-house. The marketing environment gives
marketers insight on how to establish, maintain relationships and satisfy its clients.

ii) Micro-environments are controlled more by the organization’s marketer whilst

in the macro-environment marketers have no control. Micro-environments are also
easier to perceive than macro which are more complex. Macro environments have a
higher influence in marketing decision making than the micro-environment. Micro-
environment is the internal factors of an organization whilst macro-environment is the
external factors.
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iii) If winter is severe the manufacturing industries’ supplying goods suited for
cold weathers such as jerseys, hot beverages, gas heaters/electric heaters and
firewood will strive as compared manufacturing industries supplying ice cream,
beverages served cold and summer clothing manufactures as the demand will be
much lower for cold goods/clothing but much higher for warm clothing, hot
beverages and heating equipment during a severe winter season.

iv) Environmental factors are crucial to the operations, growth and success of
any business. They set parameters/policy and highlight trend changes in the
business environment to follow. Policies may change in order to adapt to the
environmental trend changes as such. These changes such as climate change
(global warming) will drive organizations to shift the methods of production to using
more efficient heat resistant machinery, less climate damaging emissions and may
also change the type of products being products as a company would rather sell ice
cream in the hot summer than coffee. The global green agenda will see marketers
using the planting of trees to boost awareness whilst boosting the brands social
responsibility. The environment and policies surrounding it may also require
businesses to relook at the raw materials used such as recycling plastic instead of
purchasing unused plastic to reduce pollution. The availability of raw which is an
environmental factor as lack of raw materials may cause an organization to lose its
manufacturing capacity or shift to producing a different product or delivering a
different service all together.

v) While the macro-environment consists of external forces generally

surrounding society which influence an organization marketing decision such as
government, climate change, economy inflation, technological changes,
demographic environment and cultural beliefs; the micro-environment refers to
forces which are internal to the organization and have an impact on how an
organization can successfully serve its clients. There are 5 main components which
influence the micro-environment which are the internal organizational environment,
type of market, organizational objectives, competition and marketing channels such
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as incentives to contractors in construction.

2. My business would be affected in the micro-environment as I will now have

more competition not just domestically but from abroad as well. I will then look at
how competitive my TV prices are as compared to international competition including
the fee it would take to deliver, hence shift my pricing. My company in Zimbabwe will
struggle to compete with the Chinese market unless we can develop similar or
better-quality TVs hence, we will do the same and likely get new technological
machinery. We will offer incentives to locals purchasing locally like free installation.
More local sellers may spring into the market to resell locally hence more
competition which may affect my sales negatively hence I may have to retrench staff
or move to manufacturing a different display product for mobile phones or Tablets.
We may stop to manufacture TVs and shift to importing and selling ourselves. My
business will also be affected in terms of paying salaries which means loss of jobs
for some of the employees unless the changes we make to the business can
compensate for the rise in supply. Should demand increase provided the local
incentives it may also be very good for business.
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Student Statement: Some of the questions were a bit confusing but hopefully I have done well.

By submitting this assignment, I confirm that this is my own work.

Student Signature: Ryan Lee Kelly Date: 11/03/22

For Tutor / Assessor Use Only

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