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Company Micro-environment
Presented byASIM JAVED, QAZI AKHTER, HASEEB HUSSAIN, MOHMMAD BILLALTo,SIR HUMAYUN
Company EnvironmentThe company environment is a marketing term and refers to factors and forces that affect a firm’s ability to build and maintain successful relationships with customers
Components of Marketing Environment
Micro EnvironmentMacro Environment
Micro Environment
Components
Founded 1938; 78 years ago
Founder Lee Byung-chulHeadquarters
Samsung Town, Seocho-gu, Seoul,South Korea
RevenueUS$ 305 billion
Net income US $22.1 billion
Total assets US $529.5 billion
Total equity US $231 billion
Number of employes 489,000
PRODUCTS OF SAMSUNG
CustomerCustomers are the actual buyer of our goods and services.
The company must study its customer markets closely since each market has its own special characteristics.
Customer Market•individuals and households that buy goods and services for personal consumptionConsumer Market
•buy goods and services for further processing or for use in their production processBusiness Market
•buy goods and services in order to resell them at a profitReseller Market
•agencies that buy goods and services in order to produce public services or transfer them to those that need them
Government Market
•buyers of all types in foreign countriesInternational Market
SuppliersSuppliers are firms and individuals that provide the resources needed by the company.
They are an important link in the company’s overall customer “value delivery system.”
Suppliers
Timely
Price
Quality
Right Product
CompetitorsConducting competitor analysis is critical for success of the firm
A marketer must monitor its competitors’ offerings to create strategic advantage
Competitors
Marketing IntermediariesMarketing intermediaries are firms that help the company to promote, sell, and distribute its goods to final buyers.
Marketing Intermediaries
ResellerPhysical
distribution firms
Marketing service agencies
Financial intermediaries
Marketing IntermediariesReseller•They are those who hold and sell company’s product.•Wholesaler and retailer.
Physical Distribution Firm•They help the company to stock and move goods from their points of origin to their destinations.•Transportation and warehousing.
Contd…Marketing Service Agencies•They help the company target and promote its products.•Advertising agencies. Media agency, marketing research firms, etc.
Financial Intermediaries•They help finance transactions and insure against risks.•Banks, credit companies, insurance company, etc.
PublicA public is any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives.
A company should prepare a marketing plan for all of their major publics.
Public Group
Public Group
FinancialGovernment
Media
LocalGeneral
Citizen
Internal
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