StudentShare solutions
Triangle menu

Marketing Environment - Essay Example

Nobody downloaded yet

Extract of sample
Marketing Environment

Marketing environment on the other hand can be viewed through analysis of factors and forces that influence and/or affects firm’s ability to build and maintain a long lasting relationship with its clients that later necessitate application of the marketing management strategies (Sheehan, 2011, 6). Marketing environment can be analysed in three broad categories to include micro environment analysis that calls for evaluation of factors and forces within the business and unearthing the ways in which they affect business’ ability to serve its clients (Luck & Chartered Institute of Marketing, 2010, 13). Instruments of evaluation in this kind of analysis include the company itself to include all its operational departments, firm’s suppliers, marketing intermediaries, publics and analysis of customer market. Macro environment analysis calls for evaluation of forces that are outside the firm’s direct involvement and influence which in the long run affects the micro environment factors and thus affecting the firm’s operations. Instruments of evaluation in this analysis include demography, culture, natural calamities such as earthquakes, droughts and storms; analysis of the economy, politics and technology. Meso- environment analysis seek to evaluate the impacts of market intermediaries and their contribution to selling, promotions and distribution of goods and services in relation to the competitive aspect of the market and the firm’s competitive advantage. In this paper we shall evaluate the marketing environment of Walt Disney Holidays in relation to its market share/ leadership and the competitive advantage it possesses in the industry; evaluate importance of market research, market mix and service innovation for the firm, and later recommend marketing techniques to increase competitiveness and sustainability. Market Share Being in the tourism industry, analysis of pricing signals and measures to improve client satisfaction such as service innovations are prerequisite for market leadership. Service innovations such as “see dreams come true” whereby they have taken technology and consumer satisfaction to the next level necessitates their competitive advantage (Greenblatt, 2013, 11) over the other tour/ holiday firms by giving clients a new experience of living on ice as compared to other firms which may choose to let their clients experience the ice on visual aspects only. Their pricing signal evaluation; adoption of technology in majority of holiday segments and the coupon promotion strategies to various destination has enabled establish a significant market share in tourism industry. Micro environment analysis With outlets in Florida and a wide network of resorts in the United Kingdom, effective management of its internal departments such as finance, research and development, marketing and supplies, and the overall customer satisfaction segment will be essential to the sustainability of their operations (Fayolle & Kyro, 2008, 2). For instance the research and development section needs to come up with features of a product or service in the resorts segments that holistically attracts more customers by giving the firm competitive advantage over other holiday firms while the accounting department will approve the financial side of the marketing plan and budget on the customer satisfaction strategies. Suppliers and Supply analysis Supply of basis services in the resorts business is changing with time ...Show more


Marketing Environment- Walt Disney Holidays Name: Institution: Course: Tutor: Date: Introduction Marketing management as a discipline calls for the practical management of firm’s marketing resources and activities by applying optimum marketing techniques; influenced by the firm’s size, corporate culture and the industry that the firm is in…
Author : aueroliver
Marketing Environment essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"Marketing Environment"
with a personal 20% discount.
Grab the best paper

Check these samples - they also fit your topic

Marketing Environment
It was formed in 1905 and currently operates with the employee strength of 100 people in various Australian locations. It has won at least 200 awards for its good quality of wine since its formation. It is worth mentioning that Company A is a privately owned, Australian based, producer of Red and White wine.
8 pages (2000 words) Essay
International Marketing Environment
Achieving favorable balance of payment is always the critical key determinant of governments’ intervention of all the countries in international trade. Governments normally attempt to control international trade with specific policies in order to maximize the likelihood of surplus balance of payment (Appleyard, Field and Cobb, 2005, p.
4 pages (1000 words) Essay
External Marketing Environment
The customers that are still targeted may develop diverse demands, tastes, earnings, way of life, and buying behavior. Though marketers can manage the promotional mix, external environment elements are beyond their control. The organization’s management must first understand the external environment in order to plan for the future.
5 pages (1250 words) Essay
International Marketing Environment
Thus, international marketing has become a necessity for organizations to survive the global competition. Trading blocs have grown in larger numbers with increasing tensions with the need for globalization trying to resolve such issues. With the changing demographics of the world, social changes have also taken place affecting the economy of the world in general.
4 pages (1000 words) Essay
Marketing Environment
The paper examines how to realize the fundamental aim of marketers, that is, to bring satisfaction to their customers and profit to the company. With this in mind the author looks at consumer behavior and the consumer's central goal. The work ideas are illustrated with the marketing strategies used by the "mother care" brand.
7 pages (1750 words) Essay
Several models are used to analysis and audit the marketing environment namely the PESTLE analysis which constitutes the political, economic, social, technological, legal and ecological
16 pages (4000 words) Essay
International Marketing Environment
19). In order favorable balance of payment to be achieved, governments do subsidize the exports and impose quotas and high tariffs on imports. Though different countries adopt different strategies to increase the inflow
4 pages (1000 words) Essay
International Marketing Environment
Government plays significant roles in promoting international trade because maintaining favorable balance of payments is critically
4 pages (1000 words) Essay
International marketing environment
At the same time, governments impose tariffs and set quotas to restrict the imports to safeguard domestic manufacturers. The purpose of
4 pages (1000 words) Essay
Marketing Environment
From a marketer’s viewpoint, management of the process of exchange between customers and a firm is of highest priority; however, business cannot neglect the varying influence of external and internal factors surrounding the
7 pages (1750 words) Essay
Hire a pro to write
a paper under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
Comments (0)
Click to create a comment
Contact Us