6.3 - Adapting the Marketing mix

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  • 6.3 - Adapting the marketing mix
    • Changing macro & micro factors
      • Macro = outside organisation's control
        • PESTELE is useful for identifying impact, influence and important of factors
        • Present opportunities/threats
      • Micro = connected to the organisation itself
        • Customers
        • Competitors
        • Suppliers
        • Intermediaries
        • Governments
        • Pressure Groups
    • MACRO
      • Economic
        • Affected by national & global economic changes
      • Social
        • Attitudes and behaviours of population change e.g. population, lifestyle changes
      • Political
        • Government has direct impact on business's operations
      • Technological
        • Computers, connectivity, receptive to change
    • MICRO
      • Competition
        • Direct and indirect competitors
        • Customer trends
          • Internal factors - attitudes, motivation, personality and learning
          • External factors - culture, family, friends, role models, aspirant groups

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