Environmental Analysis- Marketing Strategy

963 WordsAug 27, 20124 Pages
Hein and Mann Environmental Analysis Problems, Key factors and Opportunities | Weight(50)Rank | Impact(10) | Rank(5) | Top executives and professionals leaving South Africa | 18 | 6 | 2 | Slow service delivery | 32 | 8 | 4 | The cost of raw material has increased | 28 | 7 | 4 | The economy segment declined | 24 | 8 | 3 | Customer Relationship Management | 28 | 7 | 4 | The large middle section segment exposure to marketing campaigns | 18 | 6 | 3 | Emerging of export business and expanding product range in UK | 32 | 8 | 4 | From the table above it is evident that the decline of the economy segment has had little impact on Hein and Mann because their main target market entails exclusive and export markets. The score of…show more content…
However the products that they design are of high quality which shows that they sell products that satisfy their target markets. Advantages of market orientation * According to Wang & Ahmed (2009) an organisation that is market oriented has improved market-sensing capabilities and thus improved market responsiveness, particularly in more hostile and unpredictable environments. * An organisation through market research will have a strong understanding of the needs of the customer and this would reduce product failure as new products have a greater chance of gaining success in the market, (Modi & Mishra, 2010). * An organisation that is market oriented is flexible to changes in the environment as it enables to adapt and adjust successfully, (Wang &Ahmed, 2009). Disadvantages of market orientation * For an organisation to be market oriented it is highly expensive. As extensive market research, to understand the market need to be conducted, (Gronroos, 2010). * An organisation has to constantly change internally as needs of the market are met. * Risk of underestimating the market and the consumer can be a result of market orientation, which might led to product failure, (Wang &Ahmed,2009). References Grönroos, C. (2010) "Defining Marketing: A Market-Oriented Approach". European Journal of
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