Marketing 21

TROYS ASSIGNMENT

Index

page

1 Cover page

2 Index page

3-8 Part 1 - The macro environs

8-14 Part 2 - The marketing mix

15 Bibliography

INTRODUCTION

Within this report the macro-forces of an industry will be analysed, inveterate on to comp ar

the marketing mix of two organisations within that industry. tout ensemble organisations - with their

suppliers, customers, competitors, and publics - have a macro milieu. This environment

consists of macro forces that act on and equal the organisation and argon generally outside their

control, as contrasted to the micro forces which also affect the organisation, but argon generally

under their control. The marketing mix is the term used to describe how an organisation goes

about developing a merchandise and selling it to the market.

The industry chosen is emollient drinks which industry falls into the category of fast-movingconsumable-

goods (FMCGs), as it is a product that is consumed, and is fast-moving. These

wont sit in a supermarket or convenient stick in for long, as they are constantly being

purchased. Other examples of a FMCG are canned foods, ice cream, soup, cereal, potato

chips and a whole lot more.

PART 1

There are six main macro forces making up the macroenvironment.



These are:

· The demographic environment - which is the study of human populations in term of size,

density, location, age, sex, race, and occupation1. Studies in this area, for example, can

show the changing age structure, which is necessary, as marketeers need to understand

who makes up the market, thus allowing them to make the most effective decisions for the

marketing mix.

· The economic environment - which has an effect on consumer purchasing power and

spending. For example, if the average income drops, because there is likely to be less buying

power2.

· The natural environment - involves natural resources...

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