CUSTOMERS COMPETITORS

They are the most important part of the market Competitors are all those organisations
environment. Managers need to identify the market in the market environment that
segment that they want to target, then ensure that
compete for the same markets and
they deliver quality products and services to meet the
resources. An organisation should
needs and wants of their target customers. If
therefore always make sure to
customers experience customer delight and satisfaction,
understand the needs and wants of its
they will continue buying from the organisation. The
business must make sure to grow its market share. customers to offer a unique product
Market share is the portion of the market that buys and service and create a competitive
or has the potential to buy from a business. A advantage. They can do that by
business and all its competitors will share the market applying appropriate product, pricing,
and it is in a business’s best interests to try and gain promotion, distribution and quality
as much of the market share, as that will be an management strategies.
indicator of growing success. Criteria for choosing a
market segment and selecting a specific target market
will be covered in more detail when marketing as a
function of business is discussed. DISTRIBUTORS

Distributors are agents

that supply products to
FACTORS OF THE retailers. These distributors
SUPPLIERS MARKET/TASK are also called
intermediaries. There are
A supplier can be an ENVIRONMENT many different types of
individual or business intermediaries that help to

that supplies input fill the gap between the

resources such as raw
materials, human
resources and component
parts to organisations
to produce goods and
services. It is important
to choose suppliers
carefully and to
maintain a good working
relationship with them.
The organisation must
negotiate the best
possible contracts and
the best quality of
goods and services.
LABOUR FORCE
This includes all the suitable
people from whom the business
can select its employees. These
people are not employees in
your organisation, but they
could become employees in the
future. Once they are
employees, they can demand
improved working conditions,
better pay, education, training,
health care and welfare
conditions. They can also go on
strike if their demands are not
met.
producer and the end
consumer. Distributors are
usually specialised in the
products they distribute,
or the method used. For
example, a distributor may
specialise in the cold chain
distribution of fresh food,
or the safe distribution of
precision machinery and
technology that is sensitive
to movement.