Factors influencing company marketing strategy

1. Factors Influencing Company Marketing Strategy
Demographic Environment:
The study of human populations in terms of size, density, location, age, gender, race,
occupation and other statistics is called demographic environment.
Technological Environment:
The most dramatic force is shaping our destiny. It has many rapidly changing forces which
creates many marketing opportunities but also turns many existing product extinct.
Political Environment:
Political Environment consists of law, government agencies and preserve groups that
influence or limit various organizations and individuals in a given society.

2. Cultural Environment:
Cultural Environment is made up institutions and other forces that affect a society basic,
values, perceptions, preferences and behaviors.
Marketing Intermediaries: Individual or firm (such as an agent, distributor, wholesaler,
retailer) that links producers to other intermediaries or the ultimate buyer. Marketing
intermediaries help a firm to promote, sell, and make-available a good or service through
contractual arrangements or purchase and resale of the item. Each intermediary receives the item
at one pricing point and moves it to the next higher pricing point until the item reaches the final
buyer.
Publics: Communities of people at large (whether or not organized as groups) that have a direct
or indirect association with an organization: customers, employees, investors, media, students,
etc.
Suppliers: Any person or entity which is a rival against another. In business, a company in the
same industry or a similar industry which offers a similar product or service. The presence of one
or more competitors can reduce the prices of goods and services as the companies attempt
to gain a larger market share. Competition also requires companies to become more efficient
in order to reduce costs. Fast-food restaurants McDonald's and Burger King are competitors, as
are Coca-Cola and Pepsi, and Wal-Mart and Target.
Competitors: Any person or entity which is a rival against another. In business, a company in
the same industry or a similar industry which offers a similar product or service. The presence of
one or more competitors can reduce the prices of goods and services as the companies attempt
to gain a larger market share. Competition also requires companies to become more efficient
in order to reduce costs. Fast-food restaurants McDonald's and Burger King are competitors, as
are Coca-Cola and Pepsi, and Wal-Mart and Target.
Marketing information system: A marketing information system is a management information
system designed to support marketing decision making.
Kotler, et al. (2006) define it more broadly as "people, equipment, and procedures to gather, sort,
analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision
makers.
Marketing planning system: A systematic approach to marketing planning is often
unsuccessful in improving company performance because it fails to properly take into account
the people and personalities that must formulate and implement such plans. The plans themselves
may be analytically sound but the planning system is poorly managed. The author investigates
the background to this imbalance and argues that the formula for efficient and effective
marketing planning involves both analytical processes and human factors. E = (Analytical,
Human).

3. Marketing organization system: Any organization that markets one or
more systems, applications, and/or components produced by a development organization to
potential customer organizations.
Marketing Organization and implementation: Marketing organization, the implementation
of Marketing management and control is an important step in the process. Marketing plans need
to draw a certain organizational system to implement, the need to implement enterprise resource
sector will invest in Marketing activities to the need to control the implementation of the tours,
diagnose causes of the problems, and then take corrective measures or to improve the
implementation process, or adjust the plan itself to make it more realistic. Therefore, under the
conditions of modern market economy, enterprises must attach great importance to the
Marketing of the organization, execution and control.
Product: The product decisions should consider the product's advantages and how they will be
leveraged. Product decisions should include:
 Brand name
 Quality
 Scope of product line
 Warranty
 Packaging
Price: Discuss pricing strategy, expected volume, and decisions for the following pricing
variables:
 List price
 Discounts
 Bundling
 Payment terms and financing options
 Leasing options
Place: Decision variables include:
 Distribution channels, such as direct, retail, distributors & intermediates
 Motivating the channel - for example, distributor margins
 Criteria for evaluating distributors
 Locations
 Logistics, including transportation, warehousing, and order fulfilment
Promotion:
 Advertising, including how much and which media.
 Public relations
 Promotional programs
 Budget; determine break-even point for any additional spending
 Projected results of the promotional programs

4. Target Market: A target market is a group of customers that the business has decided to aim
its marketing efforts and ultimately its merchandise towards.[1]
A well-defined target market is
the first element to a marketing strategy.