SITUATION ANALYSIS

SITUATION ANALYSIS

NAME

INSTITUTION

INSTRUCTOR

DATE
SITUATION ANALYSIS

ABSTRACT

The methods the marketing managers use to analyze the macro and microenvironment to

understand the company's capability. Whichever strategy the marketing managers put in place is

beneficial in the long run to the business's operations as they promote the efficiency of marketing

operations which is a primary source of revenue. The micro factors addressed are the suppliers,

customers, competitors, and the general public. The macro factors addressed are the socio-

cultural habits, the legal and political requirements, the technological aspects, and demographic

forces. Additionally, the marketing managers ought to establish the impact of their operations in

their immediate environment. The waste occurs in air pollution, releasing untreated waste

containing microbes to the natural resources. It poses a health hazard that demands humans and

the environment. However, the managers should initiate proper waste management processes

within the plant. Additionally, the marketing managers should undertake regular competitor

analysis to ascertain their position in the market.

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Analyze The Marketing Environment, Including The Macroenvironmental Factors

The cleaning and health standards have revolutionized over time. The market now has a

lot of alternatives to offer to disinfectants. The role of marketing managers in the promotion of

sales and marketing initiatives is founded on the narrative that they understand the dynamics of

their industry. The company exhibits a unique strategy in responding to the micro and macro

factors to determine its impact on the sales effort. The micro factors consist of the customers,

competitors, suppliers, and the general public.

These are the factors that affect the running of a business and relate to the immediate

customers within a market structure—addressing this simultaneously from the general public.

They are an essential consideration as decisions made by the company affect them in most ways.

Therefore a critical analysis saves the company from bad publicity and improves environmental

conservation strategies. Competitors are an essential aspect of consideration as sales and

marketing strategies are used to influence the sales efforts of competing companies. The ability

to clearly illustrate how their pricing strategies affect the sales efforts is essential. Therefore it

has a long-term effect of promoting sales through the desired level of healthy competition—also,

favorable brand competition built over time due to experience and market exposure.

The macro factors to consider are the demographic forces of a target population, the

economic factors, the political situations, technological forces, and the socio and cultural habits.

The socio-economic and cultural analysis looks into the impact of the product on the general

public (Couto,2019). It is characterized by the more profound study on their purchasing power,

the level of education, consciousness about health issues as this disinfectant is intended to
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minimize the spread of the virus. The diverse dynamics define the demographic forces in a

population. It includes the age variable that is the market target and income level.

Additionally, technological forces are the factors defined by the skill level utilized in the

production process. It is an essential consideration as it aids inefficiently running activities and

operations. It establishes the company's response towards new technology and application

interventions. It includes using 3D technology in production and automating processes (Couto,

2019). The economic factors define the impact of the market dynamics on the business. They

include demand and supply, taxation, and inflation. They are external forces that the company

has no control over but dramatically impact the business if there is a sudden shift in an

unforeseen scenario. Therefore a thorough analysis and understanding of these situations will

enable the company to gain a competitive advantage. Furthermore, considering the target market

purchasing power will improve sales and service delivery in terms of product pricing.

The political and legal factors under the macro-environment affect the company's

operations in various ways. The decisions and policies placed against companies' operations

affect the decisions made. The laws are put in place to protect the customer and environment

from possible harm resulting from using a particular product. The marketing manager should be

aware of rules and consider regulations concerning production as the disinfectant is a new

product. An instance is compliance with the health and safety laws, which aim to protect the

customer from the side effects of using a product. They also have a role in ensuring they are

aware of the contents and publicize any potential harm. Compliance to set laws goes a long way

even in employment and exports and imports laws.

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 Environmental Factors You Should Be Aware Of 

The company owes the local environment. The companies operations have a significant

impact on society. Additionally, the effect primarily affects the environment and the people

through the release of contaminated products in the environment. The gaseous pollution that

occurs during the production process also harms human health. The result of disinfectant

production is the release of chemicals and antimicrobials as a post-production waste in the

environment.

Furthermore, the company can mitigate this risk by complying with the local policies

related to pharmaceutical productions that provide safe waste disposal strategies (Ke et al.,

2021). The policy on waste containment should guide the discharge of runoff. It states that waste

should be managed within the facility before releasing into the environment again. The waste

and water acquired at the end of the production process should be managed effectively in

compliance with these set standards. It may affect the cost of production as the focus is on

reducing waste and health hazards that face people within its production plant. The main benefit

is accredited towards improved publicity of the firm towards the general public. The societal and

environmental needs define the direction taken by the company concerning the public image.

Competitive Analysis

The ability of the marketing managers to focus on the essential information to consider in

the operations is necessary for improving sales. The sale of the new product heavily depends on

their ability to understand the market dynamics that possibly set them at an advantage of gaining

ground. The identification of competitors is essential to learn about market structure. The
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competitors to analyze are Proctor and Gamble and Diversey inc (Ke et al., 2021). Diversy inc is

an international corporation that sells disinfectants and other cleaning alternatives. At the same

time, Proctor and Gamble are famous for their exemplary track record in growth with the

diversified range of products they sell. With the inception of our new disinfectant product, we

need to be aware, develop and position ourselves strategically to survive the competition.

Both companies provide an excellent benchmark on which the growth progress of the

company can be based. Proctor and Gamble is a leading supplier of disinfectants throughout the

United States, with a massive clientele from the hospitality, pharmaceutical, and medical sector

(Ke et al., 2021). The companies offer a variety of goods and services which means they have a

better market advantage over other players in the industry. The two companies have different

marketing strategies that help them dominate the sector in their jurisdiction. The marketing

strategy for Proctor and Gamble is educational advertising. Their sales increased from the onset

of covid 19 due to reagents that eliminated germs and viruses (Couto,2019). They saw a gap and

idealized a solution for the problem. However, Diversey Inc deals with promoting the existing

products and initiating the new trends that other competitors are using (Couto,2019). The pricing

determinant in a competitor analysis is essential.

Proctor and Gamble mainly utilize three pricing strategies. These are penetrative pricing

and competitive pricing. The utilization of premium pricing applies to high-value items as they

face competition from suppliers who offer the same products at discounted prices. Additionally,

the strategy utilized by Diversey Inc fully uses the premium product pricing strategy as they deal

in high-value products. Both companies are multinationals meaning they operate in different
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countries globally. The challenges they face are diverse and affect their operations in n different

ways.

The Company Overcome The Challenges In The Marketing Environment

The company may successfully compete if they analyze their four ps. They are the

product, place, price, and promotion (Couto,2019). Integration of these strategies will be of

importance to the success in the sale of this new product. There is immense competition as many

disinfectant producers locally and internationally. The level of advertising that the marketing

manager uses and strategy will affect how prospective customers will view their product. Also,

the management could initiate incentives, especially for after-sale services.

The company can overcome the current challenge concerning market penetration by

providing more value to customers. Over time the best companies have survived unhealthy

competition by putting the customer needs first. Through differentiation, the company can

acquire new prospective customers. They are drawn to the business due to the quality of services

and uniqueness of the final product sold. Additionally, the company can achieve this by

promoting positive customer relationships through honest feedback. Honesty is an underrated

aspect in businesses today, especially where there is stiff competition (Couto, 2019). Disclosing

your next moves may leave a company vulnerable, but it is advised to gain customer trust.

The Company Successfully Compete In This Market If;

Additionally, the efficiency of the product to work against viral infections should be the

main focus of marketing. The emphasis on the uniqueness and efficiency of product enhance

sales (Ke et al.,2021). Similarly, compliance with the regulations set on product safety by
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disclosing possible side effect of the use of product enhance customer experience. The place is

determined by the efficiency of the company's supply chain. It affects how knowledge is shared

within the company and among customers.

The company can improve its chances of competing fairly through systemized operations.

By focusing on the key customers, the company can change the product. To achieve complexity

and match the customer needs. The company needs to analyze the best strategies to ensure they

do not miss out on customer needs. Additionally, the company should stay on brand in that the

main goal is the production and sale of the product. The quality that was initiated at the

beginning should hold throughout the product life. The focus of the marketing concerns is based

on the long-term goal of maintaining a viable clientele.

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References

Couto, C. A. (2019). Robijn vs. Lenor Megabrand: what can Lenor learn from their competitor

Robijn to scale up their megabrand strategy in Europe? (Doctoral dissertation).

Ke, H., & Jiang, Y. (2021). Equilibrium analysis of marketing strategies in the supply chain with

marketing efforts induced demand considering free riding. Soft Computing, 25(3), 2103-

2114.