Marketing: Help the Aged - Essay Example

Strategic marketing process involves evaluating of the external and internal challenges which greatly influence the work of strategic marketing and have strong impact on strategic leadership. It is necessary to say that each firm faces such influential factors. So it is necessary to follow the influence of these factors on the examples of Help the Aged Company and to evaluate factors that will influence company's performance within next twelve years(Fulton 1996). The main factors that will affect the company are external factors and internal factors.

External challenges include: natural and climatic conditions, ecology, political and economic conditions in the country, social and psychological conditions, labour force and unions, customers and suppliers, technologies and competition. Political stability in the country provides a favorable environment for the company. Responsible government is the grant of confidence, stability and attracts foreign investors and local donors. If the political situation is stable, the company will be sure that its investors, properties and assets are safe.

Investors will invest larger sums of money and for longer period of time. Company also relies on the economic stability and growth to prosper. With the economic stability the company will be able to get new resources for growth and specialization. For example, Help the Aged may benefit from government economic forecasts, international economic treaties and national banking system. National economy of the country is the most important factor influencing marketing strategy. For example, if economy is booming, it is very difficult to hire professionals and if the economic growth is declining more qualified applicants are available(Fulton 1996).

It is also necessary to critically assess the internal challenges which are of great importance for strategic marketing process. Internal marketing challenges are also called "pain moments and pitfalls" of Help the Aged Company. These challenges are also taken into account by the company's leaders. Internal variables (internal environment) are situation challenges within organization. Not all internal challenges can be controlled by company's strategic leaders. Main internal factors include objectives, staff, structure, technique and different tasks.

Objectives may be defined as determined final conditions and desirable results, which organization wants to achieve. Objectives of departments and subsystems should correspond to company's objectives. Task is a work or part of work which must be performed by definite method and in definite time. (Mcmenamin 1999) Technique is any means which transform the ingoing resources into outgoing. Technique may involve machines, mechanisms and instruments, skills and knowledge of staff. Techniques are classified according to different characteristics and criteria.

The well-known classifications are according to: volume of production, technique's specification (intervention, strength). (Mcmenamin 1999)The next moment to mention is Five