When conducting an analysis of the external marketing environment of an organization, the following stages must be taken into account:
Determination of the leading groups of factors that have the greatest impact on business processes in the company. When assessing the marketing environment, the specialist uses the expert method, obtaining expert opinions and generalizing the information from them.
The second stage involves ranking the identified external environmental factors and combining them into subgroups. The main goal is to cover as many variables as possible.
Using the factor analysis method to conduct a quantitative assessment and identify the most significant factors of the marketing environment. In addition, with the help of predictive assessment, a specialist gets the opportunity to weigh the development trends of factors affecting the company's efficiency.
Application of the regression analysis method to detect the impact of external environment conditions on business activities. The indicators of profit, turnover, and production volume are selected as evaluation criteria.
Development of measures aimed at reducing the likelihood of possible risks and negative moments that harm the company's operations. At this stage, scenarios of events after anti-crisis measures are also drawn up.
How to achieve multiple growth in traffic and sales from your website?
Alexey Boyarkin
Dmitry Svistunov
Head of SEO and Development
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Technical condition of the site.
SEO.
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Marketing Environment Analysis Methods
The study of the marketing environment is carried out using special methods. Here are some of them:
PEST analysis examines Political, Economic, Social and Technological influences.
ETOM (Enhanced Telecom Operations Map) analysis helps to identify potential risks and avoid a large number of fatal errors.
QUEST (Quick Environment Scanning Technique) analysis shows all the changes that occur and allows you to adjust behavior algorithms.
SWOT analysis (Strengths, Weaknesses, Opportunities, Threats).
Let us examine some of them in more detail.
STEP, or PEST h3
STEP or PEST analysis is a mechanism for studying external factors that influence a business, while the business itself does not influence them in any way. When conducting it, a marketer must identify 4 groups of factors that influence the company:
Political. This group includes taxes, subsidies, fines, government programs for business.
Economic: inflation, changes in GDP, ruble, key rate.
Social: standard of living of the population, birth rate, mortality rate, migration.
Technological, including the impact of technology and innovation on business, patents, development and implementation of modern equipment.