Microenvironmental factors

As you can see from this chart there are large forces that influence company’s marketing strategy. The inner circle is called microenvironment or in other words immediate environment. It can also be called as forces within the internal organization of the company. It means that these forces can be influenced and controlled by the organization itself.

Marketing Intermediaries. Marketing intermediaries can be defined as independent businesses who help the manufaturers to deliver the goods to the final customers. The examples of marketing intermediaries are wholesalers, retailers, distributors, etc. – the organizations, without which the company would not be able to deliver their product to the customer. If talking about role of marketing intermediaries, it is important to say that by using them the firms can save much money and reduce costs rather than if they were to deliver the products directly to each customer. Big retailer companies in Kazakhstani market like Ramstor for example has good distribution channel system, so the goods and services are delivered quickly and efficiently. But still, there were some problems with their business partners – it was too expensive to buy the product from the representative office of Coca-Cola company in Kazakhstan. What solution Ramstor has created alternative solution to this problem: they started to buy from Russian market, because it costed them less rather than if they bought Coca-Cola in Kazakhstan. Consumers can also benefit from marketing intermediaries. Now we have near located pharmacies and after doctor’s prescription of the medicine we can easily go and buy the medicine we need. It would be much harder without marketing intermediaries to purchase the product directly from the manufacturer, which will cost the consumer much more money.

Publics. The distinct group of people who are interested in the organization or who can influence the company can be considered as publics. Publics can impact company’s marketing startegy in both positive and negative ways. For example, some people can create the negative word of mouth, so the whole reputation of the company can drop in one moment. On the contrary, satisfaction with company’s product offering and overall marketing strategy can lead to the success and recognition of the firm. Maintaining good relationships with publics is very important for the firm’s marketing strategy, which should be always on the move and be possible to be adjusted to changing marketing environment.

Competitors. Competititon can greatly affect firm’s current marketing strategy. The company should constantly review what policies competitors use, watch and analyze competitors’ strategies and be able to change their own policies in order not to lose current position on the market. There is a great possibility to develop different kinds of businesses in Kazakhstan, especially in financial and economic center of the country - Almaty, and at the same time be the one who provides the product. There are a lot of marketing niches to develop your own product in Kazakhstan and at the same time not much suffering from having too much competitors. Having competitors provoke companies to work more effectively, improve current product offering and keep market share. Once you understand your competitors strategies you can add even more advantages and benefits to your own product. Thus, competitors role in marketing strategy is enormous so the company should appropriately react on the actions of current competitors within the industry.

Suppliers. Relationships with supplierssometimes can determine how sucessful the firm will function and operate in the market. Creating long lasting and based on trust relationships should be the number one priciple that each company should follow. There are plenty of things that depend on supplier: whether it is on time materials delivery or the quality of products supplied. Suppliers and businesses should work toward common goal and their efforts should be unified to stregnthen the position of both. Good supplier will provide materials and services better than the competitor and also can help to achieve reducing costs and increasing the effectiveness of an organization. Of course, it is not easy to build good relationships, and there can be some problems. For example, the problem in current market situation in Kazakhstan tells that there is luck of communication between the supplier and the firm, meaning that there is not much information sharing between the two parties. Without sharing the information with each other the trust becomes less important, which can often lead to the termination of the relationships, and finally, to business failure.

However, these are not the whole list of microenvironmental factors that influence firm’s marketing strategy, the number of factors is much wider depending on the type of business and market within which it operates.

Дата добавления: 2015-10-28