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TROYS ASSIGNMENT Index page 1 Cover page 2 Index page 3-8 Part 1 - The macroenvironment 8-14 Part 2 - The marketing mix 15 Bibliography INTRODUCTION Within this report the macro-forces of an industry will be analysed continuing on to compare the marketing mix of two organisations within that industry All organisations - with their suppliers customers competitors and publics - have a macroenvironment This environment consists of macro forces that act on and affect the organisation and are generally outside their control as opposed to the micro forces which also affect the organisation but are generally under their control The marketing mix is the term used to describe how an organisation goes about developing a product and selling it to the market The industry chosen is soft drinks which industry falls into the category of fast-movingconsumable- goods FMCGs as it is a product that is consumed and is fast-moving These wont sit in a supermarket or convenient store for long as they are constantly being purchased Other examples of a FMCG are canned foods ice cream soup cereal potato chips and a whole lot more PART 1 There are six main macro forces making up the macroenvironment These are The demographic environment - which is the study of human populations in terms of size density location age sex race and occupation1 Studies in this area for example can show the changing age structure which is necessary as marketeers need to understand who makes up the market thus allowing them to make the most effective decisions for the marketing mix The economic environment - which has an effect on consumer purchasing power and spending For example if the average income drops then there is likely to be less buying power2 The natural environment - involves natural resources that are needed as inputs by marketers or which are affected by marketing activities3 An example of this is the nonrenewable resource where companies will
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