SIX ENVIRONMENTAL FORCES
Social forces include traditions, values, societal trends, consumer psychology, and a society's expectations of business.The concept has an emphasis on social responsibility and suggests that for a company to only focus on exchange relationship with customers might not be suitable in order to sustain long term success. Rather, marketing strategy should deliver value to customers in a way that maintains or improves both the consumer's and the society's well-being.
Example : Don’t buy cigarette and alcohol to children under the age of 18
Regulatory
- Political
- Legal
- Regulatory
Political-legal forces include the outcomes of elections, legislation, and court judgments, as well as the decisions rendered by various commissions and agencies. The political sector of the environment presents actual and potential restriction on the way an organization operates.
Regulatory occurs when a state regulatory agency created to act in the public interest instead acts in favor of the commercial or special interests that dominate in the industry or sector it is charged with regulating. The government will control the presentation materials.
Example : Piracy such buy pirated CDs.
Economic forces refer to the nature and direction of the economy in which business operates. Economic factors have a tremendous impact on business firms. The general state of the economy (e.g., depression, recession, recovery, or prosperity), interest rate, stage of the economic cycle, balance of payments, monetary policy, fiscal policy, are key variables in corporate investment, employment, and pricing decisions.
Example : Thai have Red shirt bombed at Bangkok make economic is depression.
Competition Force
The organization should be presented than consumer can remember the product to make it interesting and want to buy it. Make the product to different another organization by slogan , name and promotion.
Example : KFC & Mcdonald it’s similar organization but both have different between salogan , name and promotion.
Technological Forces
The technology can help the organization promote the company and easy to communication with the consumer. It‘s easy to help the consumer to know company on internet link process of organization.
The effect that changing technology can have upon the competition in an industry is also dealt with other chapters. Technological forecasting can help protect and improve the profitability of firms in growing industries.
Example : Use technology promote the company , reservation the ticket , service information , etc.
Nature
Nature can make the special season for attract tourist come to country for travel for tourist have alternative to choose. The organization can make program or promotion to present the customer.
Example : Winter have place to travel in North such Pai in Maehongson .Summer have trip to sea. etc.
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