THE MARKETING ENVIONMENT

The marketing environment is a subject of forces and actors that is outside of the marketing that affect in the market. This is to manage the ability to make and maintain success relation with the target customers. In the marketing environment they have both opportunities and threats, and the marketing environment is made up of the micro environment and the macro environment, the micro environment consists of the actors close to the firm that will be affect its ability to serve the customers. Its in the company, suppliers, marketing intermediaries, customer, competitors and publics. The macro environment consists of the wide public forces that affect the micro environment there are demographic, economic, natural, technological, political and cultural forces.

MICRO-ENVIRONMENT STUDIES

The micro environment consists of five gears in the micro environment. The companies first factor is internal environment it have some departments and management, in levels as it affects marketing wing, they are the people who make decision. The second factor includes in the micro environment is marketing channel of the firms. This wing is that who create the value of the suppliers. It have five types of markets, they can sell the product to consumer,
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producer, reseller, government, and global markets. The fourth factor consists of the competitors facing in the company. The fifth factor consists of all the publics services that have a real or possible interest in the company to archive the goals in economic, media, government, national action, and local, general, and internal publics. So that the micro environment consists of six forces close to the business that involve its ability to serve its customers.

In the view of mine the TILE BOND has a good market. But they are new to this product. This company is a manufacture of construction chemical. I think that the tile bond want to beat with international company like BAL, WEBER etc. The main factor is their pricing. So they can beat the competitors in the Kerala market. The tile bond is supplying direct to the retailers. So they can give the product in a good pricing. Through this pricing the retailer get good margin, so the retailers will sell the product more. This is the strategy that the M/S Kurikkal Weatherguard products are doing the current stage. They didnt achieve the breakeven point yet. They are doing advertising in news paper, road shows, events and radios. They are conducting events like stage shows, dealers meet, labor meet, through this they are provide a good deal with the retailers and labor, and they are giving studies about their product. And to labor they are giving product training coaching. These all are the function that going around the Tile Bond.

MACRO-ENVIRONMENT STUDIES
The macro environment is a sector that operates will control its performance, and the quantity of the control will depend on how much of the company's business. Its dependent on the health of the overall economy in the company. There are a number of common approaches in the external factors, which is bringing up in the definition. Which explain in the macro environment studies, so it can identify and examined by the firm, these factors ultimately have an effect on in the business. But they cannot control it. Ones they approach could be the PEST analysis. In macro environment the PEST stands for political, economic, social and technological. There are two more factors; they are environmental factor and legal factor.

The PESTEL Stands for:-

POLITICAL FACTORS

The trade regulations. The Governmental stability. Unemployment Policy etc. The taxation Policy.

Economical factors

The Inflation rate.

Growth in spending power. Rate of people in a pensionable age etc.

Social factors

The age distribution. The education levels. The income level. The consumerism. The population growth. The life expectancies. The Religion.

Technological factors

Technological changes. New or improved distribution channels. Improved communication and knowledge transfer. The moral factor.

Environmental factors

Laws on. Waste disposal. Energy consumption. Pollution monitoring etc.

Legal factors

Unemployment law. Health and safety. Product safety. Advertising regulations in ethics. Product labelling.

In a demographic factor there are major interests to market because it involves people and markets. So that the tile bond is looking more things to do on market, so the Demographic trends are always changing. So they cant change their strategy because their planning is for long time. The economic environment includes those factors that affect consumer purchasing power and spending patterns, because the Tile bond is looking after of the purchasing power of the customer. So they are giving the best product in the cheap price. Regarding to the Indian culture there is a bargain market so that the retailer will take the unit of the products. The political environment is includes the laws, government agencies, and that control and limit a choice of organizations and persons in a given society. Different form of legislation regulates the business so they want to keep ethics. The company should carry the good business. The Governments will develop the public policy to direct the commerce. The sale tax department wills sets of laws and regulations limiting business for the good of society. So that M/S KURIKKAL WEATHERGUARD PRODUCTS is keeping a good manner. And they are providing ESI. Almost in Tile bond the marketing team is related to a wide range of laws and regulations. The Tile bond is
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forecasting is one of the most important steps in sales planning. They are done on the basis of constant monitoring of market changes, consumers psychology, market fluctuation and previous three months order and sales report. The Tile bond is using Swiss technology and they are use upgrade machinery for better quality and make more productivity that the Tile bond can be viewed as a weapon for competitive advantage, as a means of productivity and a source of value for customers, investment in quality achieves desired business results. Quality derives the productivity machine and leads the firm to prosperity. Quality management of involves quality planning, quality control and quality improvement which are cross functional in nature. Channels of distribution are the set of marketing intermediaries through which the goods flow from the producer to the customer. The starting point is the producer and the end point is the consumer. Between them there may be a series of firms or individuals who operate to facilitate the flow of goods. They are intermediaries. KURIKKAL WETHERGUARD PRODUCTS had provided the door delivery system to the wholesalers for the distribution of production through their owned vehicles and through the different transporters.

ENVIRONMENT ANALYSIS AND ITS INFLUENCE

I think that the Tile bond product can be offered to the market that might satisfy a want or need. They are producing high quality of products at low cost. The Price is calculated depends on the cost of making the products. The price of the products of KURIKKAL WETHERGUARD PRODUCTS is very low. But I think they cant maintain the logistic charges dew to hike of the fuel price. Not only that they are using polymer chemicals, that also is a problem that will face after years. So they want to take a good marketing strategy for achieving their breakeven point. And they want to refer how the company will sell their products to their customers. The channels of distribution used by the companies are Wholesalers, Retailers so they can get a opportunity to sell more products. The channel of distribution is very important to every company to market their products. The channel of distribution followed by KURIKKAL WETHERGUARD PRODUCTS is Manufacturer to Wholesaler, to Retailer, to Customers, then they can generate sales and profits, the Promotion is therefore about companies communicating with customers. Promotional techniques are Advertising, Personal selling, Sales promotion, and Public relations tools. The promotional techniques followed by KURIKKAL WETHERGUARD PRODUCTS are Advertising, Promotion plays a major role for the success of the product so they want good finance. Promotion influences the customers for buying the products and

also helps to meet competition. It popularizes the product so as to stimulate demand. The tile bond management is conducts the Wholesalers and retailers meet at least

ln a year. By this the company provides an opportunity to the wholesalers to interact with the company and between the dealers. This helps to identify problems; they can sort out differences, and also to formulate plans for future improvement in the market. The marketing department of Tile bond typically has a better understanding of the market and customer needs, but they should not act independently of product development or customer service. Marketing should be involved, and there should be a meeting of the minds, whenever discussions are held regarding new product development or any customer related function of the company. Marketing department studies the market and the customers, determines the best way to reach those customers, and works with the rest of the company to help determine the new product needs of the market and represent the company.

RECOMMENDATIONS

The market for Tile adhesives is growing at the rate of 20 per cent, with major variations connecting the regions. I think that the industry was dominated by an industrial country like India. Now the demand is being generated by rising economies like India. So they are concentrating for the boom period of the market, then they can easily reached to the goal. The adhesive sector is growing fast, and the demand growth is also supported by the appearance of a new market applications. Their product quality can be viewed as a marketing tool for competitive gain, for the means of productivity and a source for customers also, the investment in quality that gives a better result in the business. The management never compromise in quality control and quality improvement. They should keep the standard of the product.

Market is very low in other states except Tamil nadu & Kerala

The company has a core competence involving its use of information technology to support

Implementation of SWISS technology they cant use as a marketing tool.

 They need to improve good promotional strategies.

Good infrastructure and marketing strategies want to allocate.

Tile bond sell products across many districts so they may not have the flexible market.

So the Tile bond marketing department must more focused on competitors.

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