ENVIRONMENTAL

SCANNING
Marketing Management

KHUSHI AGRAWAL | SHUBHAM SAINI | SALONI NAIN |

GOURAV SAHU | DEEPANSHI JAIN
TABLE OF CONTENTS
1 WHAT IS MARKETTING MANAGEMENT

2 CONCEPT OF BUSINESS ENVIRONMENT

3 iMPORTANCE OF BUSINESS ENVIRONMENT

4 TYPES OF BUSINESS ENVIRONMENT

INTERNAL AND EXTERNAL

5 MICRO AND MACRO BUSINESS ENVIRONMENNT

WHAT IS MARKETING
MANAGEMENT
Marketing is a process of planning and executing the
conception, pricing, promotion, and distribution of ideas,
goods and services to create exchages that satisfy
individual and human goals.
- American Marketing Association

Philip Kotler defines the term 'Marketing' as a social and

managerial process by which indivisuals and group obtain
what they need and what through creating, offering, and
freely exchanging products and services of value with
others

LETS GET STARTED

ACCORDING TO PHILIP KOTLER
Marketing management is the art and science of choosing
target markets and getting, keeping, and growing
customers through creating, delivering, and
communicating superior customer values of management..

Planning, organising, directing and controlling the

activities in exchange of goods and services. Marketing
management involves:

Identifying the target market

Growing customers in target market
ENVIRONMENTAL
SCANNING
In any business organization, there is an internal and
external environment. They comprise all the factors that
can affect the business of a company in any way. And
they also present opportunities for the business to grow
and threats that may harm the business. So these
environments need constant monitoring. This is where
environmental scanning comes into the picture.

Environmental scanning meaning is the gathering of

information from an organizations internal and external
environments, and careful monitoring of these
environments to identify future threats and
opportunities. It is the analyses of all factors that may
affect the future of the organization.
 FEATURES OF
01
IT IS A HOLISTIC EXERCISE
Rather than focusing partially, the
environment scanning is mainly concerned ENVIRONMENT
with a complete view.
SCANNING
02
IT IS AN EXPLONATORY PROCESS
The next is the exploratory process which
keeps track of the environment and scales

03
out unknown dimensions. ...

IT IS A CONTINOUS PROCESS
Rather than being sporadic, environment
scanning is an ongoing process.
04 IT IS INDESPENSIBLE
The environment scanning is not rigid.

THE PURPOSE OF THIS PROCESS OF ENVIRONMENTAL

SCANNING IS TO PROVIDE THE ENTREPRENEUR WITH A
ROADMAP TO THE CHANGES LIKELY TO HAPPEN IN THE
FUTURE. SO THIS WAY THEY CAN ADAPT THE BUSINESS
TO OVERCOME THE THREATS AND CAPITALIZE ON THE
OPPORTUNITIES COMING THEIR WAY.
 IMPORTANCE OF
ENVIRONMENT
SCANNING

PLANNING FOR LONG TERM

SWOT ANALYSIS
By performing environmental
analysis, you can learn about the
strengths, opportunities,
opportunities available, and threats
lurking around the industry.
The planning of long-term
objectives can only occur after
proper analysis and environmental
scanning meaning.
HELPS IN DECESION MAKING
Decision making is the choice of
the best alternative done by
management.
SURVIVING COMPETITION
You can take ideas from the strategies and
can also form your strategies accordingly so
that you can give constant competition to
them.
BEST USE OF RESOURCES
Environmental scanning will help us avoid any
wastages and allow for the most effective and
economical use of these resources

SURVIVAL AND GROWTH

OF BUSINESS
It will allow the firm to prepare for future
threats and opportunities while at the same
time eliminating their weaknesses and
improving on their strengths.

CUSTOMER SATISFACTION
Environmental scanning helps you to stay
connected with your consumers. You can
learn about the changing expectations of
your consumers and provide them services
accordingly.
INTERNAL BUSINESS
ENVIRONMENT
INTERNAL ENVIRONMENT REFERS TO
ALL THE INLYING FORCES AND
CONDITIONS PRESENT WITHIN THE
COMPANY, WHICH CAN AFFECT THE
COMPANY'S WORKING.

Internal Environment is that part of the business

environment which is concerned with the different
factors present within the organization. It comprises
of conditions, forces, members and events which has
the capability to influence the company’s decisions
and operations.
 FACTORS OF
01
VALUE SYSTEM
Value system can be defined as a set of
rules and the logical and consistent
INTERNAL BUSINESS
values adopted by the firm.
ENVIRONMENT
02
VISION, MISSION AND OBJECTIVES
Vision refers to the overall picture of
what the enterprise wants to attain,
whereas mission talks about the
organization and its business, and the
reason for its existence. Lastly,
objectives refer to the basic milestones

03
HUMAN RESOURCE
The skills, competencies, attitude,
dedication, morale and commitment of
human resource amounts to the
company’s strengths or weakness.
04
MANAGEMENT STRUCTURE AND
INTERNAL POWER RELATIONSHIP
Management structure implies the
organizational hierarchy, On the other hand,
internal power relationship describes the
relationship and cordiality between the CEO
and board of directors.

05
TANGIBLE AND INTANGIBLE ASSETS
The tangible assets refers to the physical
assets which are owned by the company
such as land, building, machinery, stock etc.
Intangible assets amount to the research and
development, technological capabilities,
marketing and financial resources etc.
 EXTERNAL BUSINESS
ENVIRONMENT
External Business environment comprises of all the
extrinsic factors, influences, events, entities and
conditions, often existing outside the company’s
boundaries but they have a significant influence on
the operation, performance, profitability and survival
of the business enterprise.
For the purpose of continuous and uninterrupted
functioning of the business, the enterprise has to
act, react or adjust according to these factors. These
factors are not under the control of the enterprise.
The elements of the external environment are
divided into two categories:

MICRO BUSINESS ENVIRONMENT

MACRO BUSINESS ENVIRONMENT
MICRO BUSINESS
ENVIRONMENT
OTHERWISE CALLED AS TASK ENVIRONMENT,
THESE FACTORS DIRECTLY INFLUENCE THE
COMPANY’S OPERATIONS, AS IT COVERS THE
IMMEDIATE ENVIRONMENT THAT SURROUNDS
THE COMPANY. THE FACTORS ARE SOMEWHAT
CONTROLLABLE IN NATURE.

It includes:
Competitors: Competitors are the business rivals,
which operate in the same industry, offering the
same product and services, and cater to the same
audience.
Suppliers: To carry out the production process,
the raw material is required which is provided by
the suppliers. The behaviour of the supplier has a
direct impact on a company’s business operations.
Customers: Customers are the target audience, i.e.
the one who purchases and consumes the
product. The customers are given the most
important place in every business, because, the
products are created and promoted for customers
only.
Intermediaries: There are a number of individuals
or firms that help the business enterprise in the
promotion, selling, distribution and delivery of
the product to the end buyer, which are called as
marketing intermediaries. It includes agents,
distributors, dealers, wholesalers, retailers,
delivery boys, etc.
Shareholders: Shareholders are the actual owners of the
company, as they invest their money in the company. They
get their share in the profits also, in the form of a dividend.
In fact, they have the right to vote at the company’s general
meeting.
Employees: Employees refers to the company’s staff, who are
hired to work for the company to help the company reach its
mission. Therefore, it is very important for the firm, to
employ the right people, retain and keep them motivated so
as to get the best out of them.
Media: Media plays an important role in the life of every
company because it has the capability to make the
company’s product popular overnight or it can also defame
them, in just one go. This is due to the fact that the reach of
media is very large and so every content which is going to air
on any form of media can affect the company positively or
adversely depending on what kind of information it contains.
 MACRO BUSINESS
ENVIRONMENT
Otherwise called as general environment, macro
environment affects the entire industry and not the
firm specifically. That is why these factors are
completely uncontrollable in nature. The firm needs
to adapt itself according to the changes in the macro-
environment, so as to survive and grow. It includes:

ECONOMIC ENVIRONMENT POLITICAL AND LEGAL ENVIRONMENT

1 The economic conditions of the region
and the country as a whole has a
2 The political and legal environment
consists of the laws, rules, regulations
significant bearing on the company’s and policies which the company needs
profitability. to adhere.
3
TECHNOLOGICAL ENVIRONMENT
4
SOCIO-CULTURAL ENVIRONMENT
ENVIRONMENT Socio-cultural environment consist of
those factors which are concerned with
Technology is ever-changing, as
human relationships such as customs,
everyday a new and improved version
traditions, beliefs, values, morals, tastes
of something is launched which is
and preferences of the society at large.
created with the state-of-the-art
technology.
GLOBAL ENVIRONMENT
DEMOGRAPHIC ENVIRONMENT
6
5
Due to liberalization domestic company’s
As the name suggests, the
can offer their products and services for
demographic environment covers
sale to other countries. In fact, there are
the size, type, structure, education
many companies which are operating in a
level, and distribution of population
number of nations worldwide.Hence, such
in a geographical area.
companies have to follow the laws
prevalent in these countries as well as they
have to adhere to international laws and
guidelines.
THANK YOU