Gurus On Marketing

Scanning the external environment:
(STEP) factors
Scanning the external environment has always been an important issue
in strategy. Ansoff and Kotler and other strategy and marketing gurus
have underlined the need for scanning the wider environment. Ansoff,
for example, advocated identifying strong signals (an example would
be sudden recession) and weak signals (for example, ageing population)
in strategic planning.
Scanning the marketing environment enables businesses to identify
opportunities and threats in the market place. Businesses operate and
make decisions within the context of the macroeconomic environment.
According to Philip Kotler there are four levels of environment which
provide a context to all businesses. They are:
The task environment. This consists of key players such as suppliers,
distributors and customers who have a direct impact on businesses.
The competitive environment. This consists of key competitors.
The public environment. This consists of institutions which regulate
the activities of the organisation.
The macro-environment which consists of sociological, technological,
economic and political factors (STEP factors).
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GURUS ON MARKETING