The world economy is changing, this is a fact. New
technology, new communication possibilities have reduced the physical
boundaries and have made customers more knowledgeable and with more
requirements. Overcoming those challenges, companies (in specific SMEs) are
striving to develop new strategies to respond to new requirements and working
conditions in their market environments, are facing different challenges that
needs to be overcome through developing proper marketing strategies.
There are many factors that may seem to be important.
As reviled by this report, the most common strategies that firms implement, on
their path toward economic growth, are based on Pricing, Channel Structure and
Advertising Strategies, which are seen as the most effective tools to reach
customers and to develop a sustainable firm’s strategy. Additionally, there are
differences between firms implementing standardized strategies from those that
are focused more on localized advertising strategies.
The external environment of marketing
is comprises of those uncontrollable forces outside of an organization. These
forces that can influence the business are uncontrollable because we do not
have any control over them. But yet, we can respond and adapt to their treats
and influences with the controllable mix element from one’s company’s internal
The uncontrollable forces in the
external environment are;
and Cultural forces
– competition refers
to the number of similar competitive brands marketers in your industry, their
size and market capitalization. A marketer might not have direct influence on
them, but it’s important that they monitor their activities, and then design effective
strategies using the controllable variables.
Policies – the
government policies refers to the laws and legality that guilds the land, they
go long way to affect the business operations. For instance, government
restrictions on the importation of a particular product might hinder the
marketers playing in that particular field.
forces – This
refers to the physical environment, it comprises of the availability or the
lacking of natural resources that can vacillate or hinder the production
forces – The
social and cultural forces refers to the structure and dynamics of individuals
and groups and their behaviors, believes, thought patterns and lifestyles, etc…
Social and cultural influences cause changes in attitudes,
beliefs, norms, customs, and lifestyles. A firm’s ability to foresee changes in
these areas can prove beneficial while failure to react to these changes can be
Demographic factors: demography
refers to study of people, such as their age, sex, marital status, occupation,
family size etc. Though, demography is uncontrollable because we cannot control
the sex, age, marital status in the external environment, but accurate forecast
of it goes a long way to enabling someone as a marketer forecast future trend
and consumptions of the product.
Technological changes: technology pose much challenges to marketers, it
affects the kind of product that as a marketer can offer, For instance,
technology have changed products like typewriting machines into a more
proficient computer systems. One cannot stop the advancement of technology, but
one can learn to adapt to its changes.