Unilever the Power Story

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Unilever The Power Story

Identify the key actors and factors in a company¡¦s marketing environment that affects its ability to serve its target customers effectively?

Marketing does not operate in a vacuum but, instead, in a complex and changing environment. Indeed, marketers operate in an increasingly connected world. Companies today have to be alert and responsive to the interests and concerns of various actors in the marketing environment, not just its immediate customers. A company¡¦s marketing environment consists of actors and forces outside marketing that affects marketing managements ability to develop and maintain successful relationships with its target customers. The marketing environment
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Competitor is another notable and by far the most important part of the microenvironment. A company must provide better customer value and satisfaction that its competitors do. A marketer must gain strategic advantage by positioning their offering against competitor¡¦s offerings in the minds of customers.

Lastly an actor that also influences the microenvironment is the ¡¥Public¡¦. Public is any group that has a potential or actual impact on an organizations ability to achieve its objectives. They can be financial publics, media publics, government publics, citizen action publics, local publics, general public, internal public etc. a company can prepare marketing plans for these publics as well as for its customers.

The company¡¦s macroenvironment

The company and all the other actors operate in a large macroenvironment of forces that shape opportunities and pose threats to the company. The external environment can be audits in more detail using approaches such as SWOT analysis, Porter Five Force analysis and PEST analysis. The most influential forces or factors in the company¡¦s environment are shown in fig ¡K¡K¡K¡K¡K¡K¡K..

These forces can be analyzed and looked into with the help of the PEST analysis. It is very important to know how these factors affect the actors in the micro-environment and the company.
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