Marketing

Seminar 2
Agenda:

1. Market environment

2. Micro environment analysis – PORTER model

3. Macro environment analysis – STEEP(LE)

4. Further analysis of the market environment – SWOT

Layers of market environment

GLOBAL ENVIRONMENT

MACRO ENVIRONMENT

MESO ENVIRONMENT

MICRO ENVIRONMENT
Micro environment

• The direct environment of a company which determines the company market

presence, has a direct impact on company operation, and the company also
has an impact on the micro environment.
COMPETITORS

SUPPLIERS COMPANY MEDIATORS CONSUMERS

• Raw material • Resources • Distribution channels

• Semi-goods • Communicational channels
• (+Services) • (+Services)

PUBLIC OPINION
PORTER 5 FORCES MODEL (competition analysis)

THREAT OF NEW
ENTRANTS

COMPETITION IN THE
POWER OF SUPPLIERS POWER OF CUSTOMERS
INDUSTRY

THREAT OF EXISTING
SUBSTITUTES
The type of markets:
Based on goods:
• Products: consumer goods and
production tools
• Services
• Information products

Based on geographical area:

• Local
• Regional
• National
• EU
• Global

Target group:
• consumer
• business Based on competition:
• Competitive
• Monopolistic competitive
• Monopol
• Oligopol
Macro environment
• Factors that affect the company operation in a broader sense, and which companies
have limited possibilities to shape. These factors also constantly shape the micro-
environment.
SWOT
SUPPORTING ADVISORY

INTERNAL
(within the company) STRENGTHS WEAKNESSES

EXTERNAL
OPPORTUNITIES THREATS
(outside of the
company)
Analysing the micro environment
• Teamwork
• Working out the analysis
of the micro
environment based on
Porter model
• 15 min
Analysing the macroenvironment
• Teamwork
• Working out the analysis of the macroenvironment based on STEEP(LE)
• 15 min
Last exercise - SWOT
• Teamwork
• Working out the SWOT
analysis
• 15 min
See you on February 21.