Analizing the Marketing Environment.pptx

Bahan Ajar Marketing Environment

1. Analizing the Marketing Environment 03

2. Once upon a Pandemic The year was 2020. A new virus, SARS-CoV-2, had emerged from the Chinese city of Wuhan, spreading rapidly across the globe. It was a time of uncertainty, fear, and unprecedented change. In the bustling city of New York, the hospitality industry was among the hardest hit. Hotels, restaurants, and bars, once vibrant hubs of activity, fell silent. The streets that had once buzzed with tourists were now eerily quiet. The pandemic forced businesses to adapt or perish. Restaurants pivoted to takeout and delivery , while hotels offered essential services only . The once-thriving tourism industry faced an existential crisis. Government policies, such as lockdowns and travel restrictions, had a devastating impact. The economic downturn led to job losses and reduced consumer spending. Somehow, innovative businesses found ways to thrive. Hotels offered virtual events and contactless services , while restaurants partnered with food delivery platforms . Technology played a crucial role in supporting remote work and virtual meetings, creating new opportunities for the industry. As the pandemic progressed, the hospitality industry slowly began to recover. Vaccination campaigns and easing restrictions allowed businesses to reopen their doors. However, the landscape had changed forever. The pandemic had accelerated trends such as contactless services and online booking. Consumers were more conscious of hygiene and safety, and businesses had to adapt to meet these new expectations.

3. Marketing Environment A company’s marketing environment consists of outside actors and forces that affect a company’s ability to build and maintain successful relationships with its target customers. The marketing environment is made up of a microenvironment and a macroenvironment.

4. The microenvironment: consists of factors close to the company that affect its ability to serve its customers, the company itself, marketing channel firms, customer markets, and a broad range of publics.

5. COMPANY Marketing managers must work closely with top management and the various company departments. All departments have an impact on the marketing department’s plans and actions They should work in harmony to provide superior customer value and satisfaction. SUPPLIER are firms and individuals that provide the resources needed by the company to produce its goods and services. Suppliers help to create and deliver customer value so treat them as a partner Suppliers can seriously affect marketing plans

6. EXISTING COMPETITOR The marketing concept holds that a successful company must satisfy the needs and wants of consumers better than its competitors. It must also adapt to the strategies of other companies serving the same target markets INTERMEDIARIES Are firms that help the company to promote, sell, and distribute its goods to final buyers; they include middlemen, physical distribution firms, marketing service agencies, and financial intermediaries. They include travel agents, wholesale tour operators, hotel representatives, and online travel agencies (OTAs)

7. Level of Competition Product Form Competition Product Category Competition General Competition Budget Competition companies that offer similar products and services to the same customers at a similar price all companies making the same product or class of products all companies supplying the same service. all competitors that compete for the same consumer dollars

8. Level of Competition Product Form Competition Product Category Competition General Competition Budget Competition BK

9. CUSTOMER 5 types of customer: Consumer Business Reseller Government International Purchase requirements vary from costumer to costumer PUBLIC Any group that has an actual or potential interest in or impact on an organization’s abil ity to achieve its objectives. 7 types: Financial public Government public Media public Citizen action public Local public General public Internal public

10. The mAcroenvironment: consists of larger societal forces that affect the entire microenvironment, that is, demographic, economic, natural, technological, political, competitor, and cultural forces.

11. COMPETITIVE FORCE Future competitor is considered a part of macroenvironment. The entrance of future competitors is often difficult to predict and can have a major effect on existing businesses. The competitive environment in the hospitality industry is unpredictable Barrier to entry, exit & competition Two forces that affect competition are the ability of companies to enter and exit markets. Entry barriers prevent firms from getting into a business, and barriers to exit prevent them from leaving Low barrier to entry makes it hard to predict future competition High barrier to entry makes it hard to leave the business

12. DEMOGRAPHIC FORCE Demography is the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics. The demographic environment is of major interest to marketers because it involves people, and people make up markets. ECONOMIC FORCE The economic environment consists of factors that affect consumer purchasing power and spending patterns. Purchasing power depends on current income, price, saving, and credit. Marketers must be aware of major economic trends in income and changing consumer spending patterns. Global economic dealings, such as currency exchange rates, have a large impact on travel and tourism across the world

13. POLITICAL FORCE This environment consists of laws, government agencies, and pressure groups that influence and limit the activities of various organizations and individuals in society. One of the elements of the macroenvironment that can be influenced is the political environment. CULTURAL FORCE Includes institutions and other forces that affect soci ety’s basic values, perceptions, preferences, and behaviors. Cultural characteristics that affect marketing decisions: - persistence of cultural values - increased emphasis on socially responsible actions and ethics

14. Tugas Mahasiswa : Level of competition (case study) Tourism Sectors: - Hotel dan Akomodasi - Transportasi Wisata - Kuliner Pariwisata - Destinasi Wisata Alam - Wisata Budaya - Event dan Mice - Wellness dan Spa - Wisata Adventure dan Outdoor - Online Travel Agent