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    CHP 3 The Changing Market Environment

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    CHP 3 The Changing Market Environment

    Uploaded by

    Kajol Roy
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    Chp 3 The changing market environment

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    68 views20 pages

    CHP 3 The Changing Market Environment

    Uploaded by

    Kajol Roy

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 20

    Marketing Strategy and

    Competitive Positioning

    Part 2
    Competitive market analysis

    Chapter 3
    The changing market
    environment

    Copyright © 2020, 2017, 2012 Pearson Education, Inc. All Rights Reserved
    The Fellowship of the Ring
    • “The road goes ever on and on, down from the door where it
    began. Now far ahead the road has gone, and I must follow if I
    can. Pursuing it with weary feet, until it joins some larger way,
    Where many paths and errands meet. And whither then? I
    cannot say.”

    Copyright © 2020, 2017, 2012 Pearson Education, Inc. All Rights Reserved
    Figure 3.1
    PESTEL analysis of the macro-environment

    Copyright © 2020, 2017, 2012 Pearson Education, Inc. All Rights Reserved
    Figure 3.2
    Global activity downturn

    Source: International Monetary Fund (April 2019) Purchasing Managers Index.

    Copyright © 2020, 2017, 2012 Pearson Education, Inc. All Rights Reserved
    Figure 3.3
    The economic and political environment

    Copyright © 2020, 2017, 2012 Pearson Education, Inc. All Rights Reserved
    Copyright © 2020, 2017, 2012 Pearson Education, Inc. All Rights Reserved
    Figure 3.4
    The social and cultural environment

    Copyright © 2020, 2017, 2012 Pearson Education, Inc. All Rights Reserved
    Figure 3.5
    Differences between generations

    Copyright © 2020, 2017, 2012 Pearson Education, Inc. All Rights Reserved
    Source: adapted from Barclays.
    Figure 3.6
    The growth of the Internet of Things

    Source: NCTA (5 May 2014).

    Copyright © 2020, 2017, 2012 Pearson Education, Inc. All Rights Reserved
    Figure 3.7
    Five forces driving competition

    Source: from Competitive Strategy: Techniques for Analyzing Industries and Competitors (by Michael E. Porter, 1998) Reprinted with the permission of Free Press, a division of
    Simon & Schuster, Inc., Copyright © 1980, 1998 by The Free Press. All rights reserved.

    Copyright © 2020, 2017, 2012 Pearson Education, Inc. All Rights Reserved
    Figure 3.8
    The product life cycle

    Copyright © 2020, 2017, 2012 Pearson Education, Inc. All Rights Reserved
    Figure 3.9
    Sales of iPods

    Source: iPodlounge.com. Data are for every two months from November 2001 to May 2004. Thus 11 is November 2001,1.02 is January 2002, etc.

    Copyright © 2020, 2017, 2012 Pearson Education, Inc. All Rights Reserved
    Figure 3.10
    US car sales

    Source: J.O. Power and associates, DOE (left), Green Car Congress (right).

    Copyright © 2020, 2017, 2012 Pearson Education, Inc. All Rights Reserved
    Figure 3.11 Map of strategic groups in the US
    automobile market

    Note: * Brands now owned by large-scale American or European manufacturers.

    Copyright © 2020, 2017, 2012 Pearson Education, Inc. All Rights Reserved
    Figure 3.12
    Industry evolution

    Source: Adapted from O’Shaughnessy (1995).

    Copyright © 2020, 2017, 2012 Pearson Education, Inc. All Rights Reserved
    Table 3.1
    Determinants of environmental turbulence

    Copyright © 2020, 2017, 2012 Pearson Education, Inc. All Rights Reserved
    Environmental turbulence
    Figure 3.13

    Copyright © 2020, 2017, 2012 Pearson Education, Inc. All Rights Reserved
    Source: Based on Ansoff (1984) Figure 3.4.5, p. 222.
    Figure 3.14 SPACE analysis map

    Source: Based on Rowe et al. (1989) Exhibit 6.10, p. 145.

    Copyright © 2020, 2017, 2012 Pearson Education, Inc. All Rights Reserved
    Table 3.2 SPACE analysis – components

    Copyright © 2020, 2017, 2012 Pearson Education, Inc. All Rights Reserved
    Figure 3.15
    The Advantage Matrix

    Source: Based on unpublished material from the Boston Consulting Group.

    Copyright © 2020, 2017, 2012 Pearson Education, Inc. All Rights Reserved

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