...rouis@essca.fr COURSE OUTLINE INTRODUCTION TO STRATEGIC MARKETING PLANNING AND MARKET ANALYSIS Session 1: Introduction to Course Session 2: Strategic Marketing Planning Session 3: Market Analysis (1) – The Internal and External Environment Session 4: Market Analysis (2) – Buyer Behaviour DEVELOPING DOMESTIC MARKETING STRATEGY Session 5: Strategy Development Session 6: Segmentation, Targeting and Positioning Session 7: Marketing Mix (1) – Product and Price Policy Session 8: Marketing Mix (2) - Distribution and Communications Policy Session 9: Student Presentations (Project Stage 1) STRATEGIC MARKETING CONSIDERATIONS AND IMPLEMENTATION Session 10: Developing and Maintaining Long-Term Customer Relationships Session 11: Marketing Implementation Session 12: Marketing Control Session 13: Student Presentations (1) (Project Stage 2) Session 14: Student Presentations (2) (Project Stage 2) and Class Revision Key Learning Objectives : Develop capacity to analyse a situation/environment and identify/integrate relevant information Design and implement a marketing plan in coherence with the organisation’s strategy and environment TODAY’S SESSION • Review of last session • Market Analysis • • • • Student presentation Conducting a situation analysis The internal, customer and external environment Collecting Marketing Information and Data • In-class exercise 3 REVISION OF KEY CONCEPTS FROM LAST SESSION 4 MARKETING PLANNING Marketing planning is the structured process of...
Words: 2237 - Pages: 9
...Internal and External Factors Learning Team Arib, Chuck, Caleb, Jeff MGT /230 July 14, 2013 NEO WILLAMS External and internal factors affecting any organization come in many forms and may cause major impacts to the organization in different areas. Assessing external and internal factors that organizations may face can be vital to the four functions of management. These four functions planning, organizing, leading and control are a continuous process that managers will need to adapt to ever changing environments. In this paper, the team will discuss the internal and external effects British Petroleum experiences caused by globalization, technology, innovation, diversity and ethics and how they affect the four functions of management. British Petroleum is truly a global organization with operations in Europe, Asia Pacific, the Americas, Middle East and Africa. Many internal factors since starting in 1908 have led to the company’s globalization including how the organization changes its practices to compete on a worldwide scale. British Petroleum production, product diversity, development, customer service and marketing strategies are just a few examples. Since British Petroleum inception and first drilling operation in Persia, many external factors have affected the company’s growth. Planning for such expansion does not happen overnight, but the organizational goals have remained the same. Finding the right people, gaining capital, management needed to become accustomed...
Words: 291 - Pages: 2
...Internal and External Factors Trina C. Humphrey May 22, 2015. Management Theory and Practice XMGT/230 Craig Fowler In management there are four functions that managers must follow in order for the workforce too be able to produce products or services. The four functions are planning, organizing, leading and controlling. In the planning function management makes decisions about the goals and functions of an individual, a department, or a work unit. Organizing function coordinates human, financial, physical, information and other needed resources to obtain a common goal. Leading is motivating people to do the best job they can do. Leading helps to inspire the team to work towards organizational goals. Internal and external factors such as decision- making affects management are greatly influenced by the four management functions. The external and internal factors can be influenced by all four functions of the organization are required to make sure that they are properly addressing all functions in order to achieve its goals and meet targets for the success of the business. Competition is consist changing managers must take into account people and business around the world. Globalization, technology, innovation, diversity, and ethics require strategic planning in every aspect of management. Globalization is growth on a worldwide level. It is the process of integration and international influence. An example of this was when Airgas, opened...
Words: 940 - Pages: 4
...XEROX; Internal and External Factors Yumi Apaez MGT/230 Management Theory and Practice November 9, 2015 Mary Tytran XEROX; Internal and External Factors There are several factors that management has to take into consideration when attempting to run a successful company or business. There are external and internal factors that may potentially affect the four functions of management. The management team of companies and businesses may have to deal with external factors such as regulations, any potential competition and customer demand. These companies and businesses must have knowledge of all policies, human resources and cultural differences. Those are just a few external and internal factors that affect the four functions of management. External Factors There are external factors that companies and businesses should take into consideration which are competitors, suppliers and customers. Management and their team has to have knowledge of the environment and area their business are ran. It is also important to know the ins and outs of the economical side. Competitors are out there everywhere and management should know about it. There is a lot of competition in the business world. Suppliers compete for business and management has to make sound decisions on which suppliers to use. Sometimes the least expensive suppliers are not always the better. You get what you pay for. Knowing the demographics or the different regions is also essential. You have...
Words: 1076 - Pages: 5
...scans are critical to have in the business industry. An environmental scan is an examination of the internal and external environment of the organization. It is necessary to conduct an environmental scan in order to determine the organization’s goals and what steps to take to reach those goals. Environment scanning is processed to determine development and forecasts of elements that will influence the success of the business. According to an article by (Environmental Scanning - Internal & External Analysis of Environment, 2013). Environmental scanning refers to possession and utilization of information about occasions, patterns, trends, and relationships within an organization’s internal and external environment. Organizations can identify any competitive advantages with an environmental scan. The environmental scan can also help guide in creating a business strategy in which it will help add value to the company and overcome competition by identifying opportunities and minimizing threats. Internal and External Environments Organizations should focus first on the internal analysis of the environment. Internal scan involves observation of teams, employee interaction, brand awareness, organizational structure, operations, training, etc. The internal analysis helps to identify strengths and weaknesses of an organization. Internal factors can be controlled by the business; some factors include business image, reputation, management structure, staff, brand etc. Competition is big...
Words: 1231 - Pages: 5
...Internal and External Factors Eric Holder Management of Information Systems/205 March 1, 2015 Introduction External and internal factors such as globalization, technology, innovation, diversity, and ethics can significantly impact the four functions of management. Functions such as planning, organizing, leading, and controlling can be influenced by these different internal and external factors since organizations need to ensure that they are addressed appropriately for business success. The organization we will be covering is Google and how internal and external facts play key roles in the corporation. Globalization Globalization is the process that increased the link and interdependence of the world markets and businesses. Internal factors of globalization include production, development, customer service and marketing. Competition is an external factor. According to Bateman and Snell, “Companies that want to grow often need to tap international markets, where incomes are rising, and demand is increasing” (2011). Google has become a global organization and has learned to plan efficiently, organize, lead, and control their internal and external factors. With that said, the planning function is vital when entering into the worldwide market. For instance, Google was able to set and achieve their mission statement by anticipating future trends and threats and devising plans to counter or capitalize these factors. Without appropriate planning, entering into...
Words: 1117 - Pages: 5
...federal government allots them and they do not make money hand over fist. The obvious motive for turning a non-profit hospital into a for-profit hospital is for money. This paper will address the external and internal factors that influence decisions, the theory and practical framework of data, market segmentation, and analyzing of data for the switch from non-profit to for-profit hospitals. Describe the external and internal factors that influence the executive team’s decision making and specify which might be most instrumental in making the decision to become a for-profit entity. Why do you think so? It is imperative to understand the differences of internal and external factors, especially in terms of decision-making due to the fact that a problem has to be recognized in order to establish a next crucial step. In this instance the next crucial step is the decision to move from a non-profit to a for-profit entity. Within this move both internal and external factors can influence an executive team’s decision. Internal factors that can influence the executive team’s decision making process is looking within their own non-profit framework and identifying the problem of staying a non-profit hospital and developing a solution to change their current problem. They can commence an internal search that will inevitably give feedback showing whether or not the...
Words: 1557 - Pages: 7
...United States. CVS has also expanded its business to include pharmacy benefit management, mail order as well as specialty pharmacy division, Caremark Pharmacy Services, a health clinic that is retail based, the Minute Clinic and an online pharmacy. CVS is the largest company that has its operation solely in the United States. In 2013 CVS Caremark was number thirteen on the Fortune 500 list of largest companies in the United States. Internal and External Factors that influenced the organization As with many organizations, there are several external and internal factors that affect the business. An internal factor can be defined as the internal communications of the business. The internal communications of the business forms the culture of the business. The culture of the organization includes the interpersonal relationships, training materials, newsletters, philosophical statements and policies (www.smallbusiness.chron.com 2013). Internal communications keeps the employees informed. These communications also help build the morale of the team. The culture of the organization is very important as the employees like to feel important. Employees also like to know that the work being performed is being recognized. It is very important...
Words: 1154 - Pages: 5
...CHAPTER 1 INTRODUCTION The term paper is based on different types of works of a Super Shop named Whole Foods. There are nine types of jobs given in the question without any job title; it says what the jobholders need to do, and what requirements the jobholders need to have. We need to assign titles to each job and do job descriptions and job specifications for all the job positions, and conduct Job Evaluation of all the jobs using the Point Method. To do the point method we need to identify and define the compensable factors on which we will do the evaluation, then justify why we have chosen those factors, decide the scale for the factors, assign weight to the factors, then justify why we gave such weight. At last, from the result, we need to prepare a job structure. 1. Objective: The objective of the report is to have the real time experience of preparing the following things: ✓ Job Description ✓ Job Specification ✓ Job Evaluation by using Point Method ✓ Job Structure. We have prepared these things from information provided from Whole Foods Market. 2. Scope: The report contains detail job description, job specification, job evaluation using Point method of Whole Foods market. And from the results of job evaluation, we have prepared the job structure. It helped us to develop these things by our own which would help us later in our jobs. ...
Words: 7189 - Pages: 29
...Internal and External Factors MGT/230 May 12, 2014 Michael Goldberg Internal and external factors affect the four factors of management. Internal factors affect a business from within itself without any outside factors. External factors come from an outside environment. There are many functions to an effective management, but the most important factors are planning, organizing, directing, and controlling. These factors can affect how a business is maintained. The organization we will be covering is Google. Globalization, technology, innovation, diversity and ethics play key roles in the corporation. Globalization Globalization means worldwide integration and development (dictionary.com). Internal factors of globalization are production, development, customer service and marketing. Over the past decade, Google has positioned itself so that their name, software, etc. appears on every laptop, tablet, phone, etc. across the world. Google has to make sure that internally it evaluates the capabilities of its employees. Sometimes it is necessary to move people around so that the right people are responsible for the right areas. Because they have done such a good job at this. They provide superior customer service in every part of the globe and their marketing strategies requirements of the people using their products and the laws that come along with doing business in another country. An example of a huge external factor that affected Google was an incident that...
Words: 1565 - Pages: 7
...Assignment. 10 marks CLOs S1, S2, S3 1. Analyze and develop internal and external factors by using SWOT and PESTEL Analysis for competitive business strategies. 5 marks 2. Demonstrate the business models and corporate value chain analysis. 5 marks Analyze and develop internal and external factors by using SWOT and PESTEL Analysis for competitive business strategies. 5 marks When planning a project it is important to learn about the internal and external factors that can affect the project. There are some excellent strategic planning methods that you can use analyze all these factors. SWOT analysis and PEST analysis are two of the most frequently used planning methods. Below is a brief introduction to both methods and a comparison of SWOT analysis vs PEST analysis. What is SWOT Analysis ? SWOT when broken down simply means analyzing the: * Strengths – The advantages you have over the competition concerning this project. * Weaknesses – The disadvantages you have internally compared with your competitors. * Opportunities – Current external trends which are waiting to be taken advantage of. * Threats – External movements which may cause a problem and have a negative impact on your business. Sometimes SWOT is referred to as SLOT, where weaknesses are names as liabilities. By working through each of these points it is possible to identify any internal disadvantages or advantages which could benefit or hinder the outcome of a planned project...
Words: 1304 - Pages: 6
...Internal and External factors MGT 230 July 19, 2010 Abstract This paper deliberates the internal and external factors about the Google industry, and the ways it affects the four functions of management. The internal factors include the company’s strength and weakness that displays their success or downfall. The internal factors reveal the company’s strength on how well it can meet their goals. The internal factors of an industry are factors of good or poor planning because it exposes their ethics, diversity, globalization, and so forth. On the other hand, the external factors may involve with their outside competition, social legal, technology changes, political, and economic environment. The external factors show their duties to the society, and the way consumers or customers view their company. Moreover, external factors are factors that can affect the company. Within the four factors of management, we discuss the ways it incorporates or affects the company’s globalization, innovation, technology, diversity, and ethics. Those factors are planning, organizing, leading, and controlling. Internal and External factors There are many different companies in the world with their own unique set of goals and rules. There are factors that can affect and change a company and how it functions, there are even more factors that can change the management within a company. This paper will attempt to explain how factors like: globalization, innovation, technology, diversity, and...
Words: 1434 - Pages: 6
...organisation. Observing activity should include the relationship between employees themselves between higher authority and junior staff. How senior managers treat their junior. Organisational culture can also be understood by knowing how employees behave with their customers and suppliers. And one should also notice that how formally or informally people behave within the organization and weather there is abusing going within the staff from any superior staff to their junior staff. One can also analyse the organization culture by inquiring with customers about the treatment given to them by organization and also by having close look about team work and do’s and don’ts around and within the organization. These are just the few ways to analyse the organizational values from many other possible ways. 1.2 Explain internal and external factors that could influence organisational culture...
Words: 2269 - Pages: 10
...Internal and External Factors Paper J.Simpson; Eileen Reyes; Kevin Fears; Ashley Brown; Brittany Team A University of Phoenix MGT/230- Steven Friloux November 23, 2015 Internal and External Factors Paper Introduction The four management functions are influenced by internal and external factors. In our learning team’s paper, we will discuss some of the factors that affect the functions of management in a global environment. From internal factors, such as leadership styles and company procedures, to external factors like political and economic risks, it is obvious that delicately managing employees, in order to affectively address those functions, is of utmost importance. Explain how internal and external factors affect the four functions of management (planning, organizing, leading, and controlling). Internal factors are factors that affect the workings inside the business like accounting functions, leadership style, management changes, and procedures on how the business operates. Internal factors are important to how you run a business. The basic universal language are the accounting principles. You must understand the function of this to know how to run the business. A company’s leadership style impacts organizational culture. Leaders have to be able to communicate effectively. Also, the strength of the employees is an important internal factor. Hard-working and talented workers produce better results for a business. Procedures deal with how you execute...
Words: 1470 - Pages: 6
...Apple- Internal and External Factors Julietta Parker, Takesha Lee, Doan Clark, Dewey Privett, Brian Green October 08, 2012 MGT/230 Management Theory and Practice James De Clue Apple- Internal and External Factors Apple Inc. is an electronically based Fortune 500 company founded in 1976 by Steven Wozniak and Steven Jobs (Sanford, 2011). It is a corporation that designs, manufactures, and sells iPod, iPhone, iPad, and Mac. Over the years Apple has made drastic strides. A little bit more of an introduction into why Apple and factors covered would have better prepared the reader. Globalization Globalization definitely has evolved into an essential factor for big business organizations to exceed above the competitors. In the 1970’s the creation of an electronic device known to us now as a computer, would have come out of a garage to being a media mogul company that is worth millions. Globalization had a huge impact to Apple’s income. Financial statements display that Apple’s worldwide sales take the lead in technology sales and are ongoing to increase. This shows they have exceptional global management an example of that is, Apple had been attempting to market their products in Korea with the merchandise for many years. Only now are they able to have a product in their market that is acceptable to the MPEG-1 Layer 3 advances. So availability of technology is a factor for consideration for the plan as it allows or limits growth in a region? This allowed them to open...
Words: 2258 - Pages: 10
