Analyzing Market

Opportunities
Marketing Environment
• It refers to the external factors or internal forces that affect the
company’s ability to develop and maintain successful relationship
with its target customers.
• Marketing environment: Micro and Macro
Micro Environment
• It refers to the company’s immediate environment i.e. those environmental
factors that are in its proximity. These factors affect the company’s prospects
directly.
1) Organizational internal environment:
2) Suppliers
3) Intermediaries: Middlemen; 0, 1, and 2 Level Channel
4) Customers
5) Competitors: Utmost important
6) Public- Any group that has an actual or potential interest in or impact on a
company’s ability to achieve its objectives.
Macro Environment
• Macro-environment are external and uncontrollable forces that affect
marketing ability.
• Demographic factors
• Economic factors
• Physical factors
• Technological factors
• Political and legal factors
• Socio-cultural factors
Competitive Forces
• “An industry’s profit potential is largely determined by the intensity of
competitive rivalry within that industry” (Michael Porter)
• Porter’s Five Forces Model
1) Threat of new entrants
2) Threat of substitute
3) Bargaining power of buyers
4) Bargaining power of suppliers
5) Intensity of competitive rivalry
SWOT Analysis
• S= Strength
• W= Weakness
• O= Opportunities
• T= Threats
Do the SWOT analysis of One Plus and I-
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