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Marketing: Environmental Scan - Article Example

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Marketing: Environmental Scan

It further tells ways in which communication should be carried out so that it ensures that the message is reached to the targeted customers in its true content and understood as well. If done successfully, it is a key factor to a business’s long life, growth and sustainability. The main focus of the article is on the green marketing that is , the eco-friendly businesses are doing great as they serve to the cause of environmental protection. The most important terminology used in the article is CSR (Corporate Social Responsibility). Businesses and organizations having and maintaining proper CSR practices have a competitive advantage over other businesses. Because proper implementation of CSR leaves an impact on the consumers that the business is following ethical code of conduct while carrying out its operations and does not only aim to be profitable in any way possible, but profitable with knowing its responsibility. II. MARKETING ENVIRONMENT: There are many factors and forces involved that leads to a successful business. These forces have a very strong influence over the ability of organization how they carry out their business, directly or indirectly. The three environmental forces discussed in the article are: social forces, competitive forces, and technological forces. As discussed in the article, the social forces comprises of the demographics, population size, culture and lifestyle etc of a particular place where the business is operating. Therefore, it is important to indentify the influencers carefully pinpointing the actual targeted audience that the product is made for. Watching over the competitor’s moves and what tactics are they adopting on the social media hold a great importance. Therefore this indicates that the social forces are accompanied by the technological and competitive forces that all affect the business as a whole (Grossman & Biz). It further elaborates that when the audience is rightly identified, it opens a whole new world of great ideas due to the interaction. Therefore as technology has advanced so much in recent times, it is of great significance to have a well established social presence. But the social presence should not only be left for the audience to interact with each other, the company executives or department heads having a passion for their work and subject, should engage in the conversation actively so that they know where they stand and so a thorough analysis about maintaining or improving what they already are offering. It’s also imperative to decide what should be the topic and subject of the conversations carried out on the social media because that signifies the image of the business. Therefore it should be keenly observed that what the leaders are posting makes them influential and is quality material. A conversation that presents prospects of active and useful contribution by the participants is more attractive and makes things interesting. Thus supporting adding value to the responses with the help of interesting facts and figures, statistics etc, as well as thought provoking questions and opinions and constantly responding to others is a way of taking things in the positive direction. When it comes to social ...Show more


Environmental Scan [N a m e] MKT. 301 [Class] [Professor] [Date] Grossman, Marianna, & Jeannette Biz. ‘How to uses social media to communicate your sustainability wins’. Business Week. Nov. 2011. 13 Nov. 2011. I. INTRODUCTION: To highlight the increasing trend of the usage of media to market the products to people, an article namely “how to use social media to communicate your sustainability wins”, written by Marianna Grossman and Jeannette Bitz was published on November 11th, 2011 in the latest edition of business week…
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