Six Environmental Forces
Societal Forces: provide what members of society want and to minimize what they don’t want.
Important Considerations:
- Marketers need to understand Cultural diversity.
- Different cultures maintain own cultural identity.
- Aging population
Example:
Now is new world. Technology is important cell phone on market now can provide new technology for attract consumer such as cell phone can chat and on facebook , hi5 by you don’t use computer if you have that cell phone you can do that . every brand must produce that cell phone for attract consumer and minimize produce low technology cell phone.
Regulatory Forces:
- Political Forces
- Legal Forces
- Regulatory Forces
Organizationor business must follow LAW and control by government. Have to protect consumer and deregulation.
Example: Producerof cosmetic must have test by medical experts that safe for consumer. Your product must legal not illegal on product not have drug. And advertise not have picture or thing to media and invite to consume that product that advertise have promote social.
Economic Forces: need to adjust marketing mix as the economy passes through different stages. Impove or develop marketing as consumer demand and spending.
Business life cycles
- Prosperity
- Recession
- Depression
- Recovery
Example: When have political problems in Bangkok or Domestics tourist will fear that situation result to tourists decreased. In Thai people fear also and affect to economic have face problems and decrease income.
Competitive Forces: A method to use attract customer to focus on their product more than competitors. Think brand of product and think product to competition other business. Seek merit on your product to present customer.
Competitive Structures
- Monopoly : One marketer in the marketplace.
- Oligopoly : A few marketers (perhaps 3 or 4)dominate the market place.
Example: Coca Cola have many competitors they will produce many kind of product to competition other brands.
Technological Forces: Organization or business use technology to serve customer. Use technology to communicate between organization and customer. Consumer have many way to approach their product comfortable more than.
Example: use internet for booking hotel or flight is comfortable to use technology instead go by myself.
Nature : Nature isway to attract customer if business use seasons or nature to promote their product or services. Can change your marketing mix in response to environmental changes. Try to change the environment for proactive response .
Example: Hotel have many promotion for several season. As in rainy season have few tourist hotel have promotion for attract tourist such as discounted room rate . Provide many items for each season.
