MARKETING SITUATION ANALYSIS
Enviroelectrics is a medium sized company with a focus on providing energy efficient, operator friendly products and is located in Port Melbourne with access to the bay and arterial roads for shipping and trucking of products. The company consists of a strong team with a management group that works closely with employees. The company is preparing to release a new microwave oven to the market and is in the initial planning and development stages. Prior to moving forward the company will carry out a marketing situation analysis on the external macro-environment which consists of the demographic, economic, natural, technological, political and cultural environments. The macro-environment encompasses factors beyond the immediate environment that can affect an organisation and represent general forces and pressures rather than institutions with which the organisation relates directly (Palmer, 2000). The analysis will be used to further refine the product and develop a marketing strategy which is essential for the product's success in the market place.
Marketing is an organisational function and set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organisation and its interested parties (Keefe, 2004). The analysis of the macro-environment will identify trends that will impact upon the development of the microwave oven, the target market and the marketing mix.
The demographic environment involves the study of the size and characteristics of a population. The age structure, geographic distribution, balance between males and females and the estimated future size of the population are all considered important factors. (Palmer, 2000). Monitoring changes in the size and age structure of the population is a crucial step in the future success of Enviroelectrics' marketing strategy for the microwave oven.
The demographic trend of continued high population growth will place...