A large number of decisions that are taken by the enterprise, including assortment policy, access to new markets, business reprofiling, seller-buyer relations, pricing organization, are in the marketing plane. Therefore, the stability of the business depends on the marketing environment and the marketing strategy of the enterprise.
The marketing strategy of the enterprise must meet the following criteria:
- the presence of formulated goals.
In practice, the formulation of tasks is the most difficult. In order for the goal to reflect the current interests of the enterprise, it is necessary to carry out painstaking work, neglecting which is fraught with negative consequences in the future.
- the availability of forecasts for the development of the situation in the future and several scenarios for achieving the goal.
The marketing strategy should work according to the plan, which is scheduled with the points of control and stages of implementation. If there is a deviation from the plan, then the company deviated from its goals or the marketing plan is inaccurate.
- the presence of a system of monitoring marketing actions. The success of a business depends on the actions of many people, therefore all those involved must be aware and understand their actions.
Based on the above criteria, an analysis of the marketing environment of the enterprise.
To maintain stability and development of the business entity, it is necessary to regularly analyze the marketing environment of the enterprise. The marketing environment consists of a macroenvironment and a microenvironment, it is very important to use the maximum amount of information that is available to the marketing department.
Macro environment factors include:
a) political and legal factors - political stability, the legislative framework for business, the degree of regulation of the economy by the state, especially tax legislation;
b) economic factors - the purchasing power of the population and the level of income, inflation, the availability of borrowed funds (loans), the level of consumption, the essence of wholesale trade, the saturation of the goods market;
c) demographic factors - territorial distribution, population, urbanization rate, birth / death rate, population gradation by age and education;
d) scientific and technical factors - the level of technology and innovation, intellectual property protection,
e) natural factors - the level of access to raw materials, energy, environmental features and environmental pollution;
e) socio-cultural factors - the structure of society in social terms, the presence and development of infrastructure, traditions, values, religion.
Macro environment factors include: consumers of products, suppliers of raw materials, competitors, intermediaries and contact audiences.
When analyzing the marketing environment of an enterprise, it is necessary, in addition to environmental factors, to take into account organizational factors and the capabilities of the enterprise.
In order for the analysis of the marketing environment of the enterprise to give the most complete assessment of the state of the enterprise in the market, the following measures must be taken:
- analyzing each group of factors of the marketing environment, it is necessary to take into account all the factors that need to be described in detail, giving a detailed assessment of each. Not just indicate the parameter “inflation”, but give detailed detailed information, indicating its level and dynamics;
- based on the capabilities and goals of the enterprise, it is necessary to determine whether a particular environmental factor is negative or positive. That is, whether a particular environmental factor contributes to the implementation of goals in view of available resources or, on the contrary, impedes the implementation of plans;
- it is necessary to form two blocks of environmental factors - negative and positive, analyzing them, you need to come to a conclusion about the situation on the market;
- as a result, based on the situation on the market, it is necessary to determine marketing opportunities and propose certain measures that will make it possible to realize the goals of the enterprise.
The marketing capabilities of an enterprise are the most appropriate marketing efforts in a given situation, with the help of which an enterprise can gain a competitive advantage. That is, taking into account market opportunities, the goals of the organization and its resources, it is necessary to determine the direction of marketing actions.