Marketing Environment Analysis And Strategies

Unit No.

Unit Title

Contents

1

Marketing Environment

1.1 Introduction – Marketing Microenvironment

1.1.1 Company, 

1.1.2 Suppliers,

1.1.3 Marketing intermediaries, 

1.1.4 Competitors, Customers

1.2.1 Macro Environment –

1.2.2 Demographic environment,

1.2.3  Economic environment,

1.2.4  Natural environment, 

1.2.5 Technological environment, 

1.2.6 Political environment, 

1.2.7 Social environment, 

1.2.8 Cultural environmen

2

Business Analysis

2.1 Business Analysis process, 

2.2 Analysis Parameters - Industry Size, Segment Size, Category Size, Segment wise contribution, Growth Patterns, 

2.3 Growth Drivers, Competition CSF, KPI, BCG matrix, Porter’s 5 force analysis

2.4 Data Analytics – Role of Data Analytics in Business Analysis. Scope, and its importance concerning marketing strategies. 

2.4.1 Types of Data Analytics. 

2.4.2 Challenges of Business Data Analytics.

3

Marketing Research

3.1 Need of Marketing research, 

3.2 marketing research process, 

3.3 Consumer Buying Behavior, Marketing environment affecting consumer-buying behaviour

3.4 Big Data Analytics – Concerning Consumer Psychologies

4

Marketing Strategies

4.1 Introduction, 

4.2 Product and Pricing Strategies, 

4.3 Market Segmentation and Targeting Strategies, 

4.4 Distribution Strategies, Communication Strategies.

4.5 Digital Marketing Strategies – Importance, and Challenges.