Marketing the Needs of Stakeholderss.ppt

Marketing the Needs of Stakeholders.ppt

1. http://www.bized.co.uk
Copyright 2007 –Biz/ed
Meeting the Needs
of Stakeholders

2. http://www.bized.co.uk
Copyright 2007 –Biz/ed
What are Stakeholders?
•Stakeholders are groups of people
who have an interest in a business
organisation
•They can be seen as being either
external to the organisation,
or internal
•But some may be both!

3. http://www.bized.co.uk
Copyright 2007 –Biz/ed
Types of Stakeholder
•Owners (I)
•Shareholders (I)
•Managers (I)
•Staff or employees
(I)
•Customers (E)
•Suppliers (E)
•Community (E)
•Government (E)
•I = Internal
•E = External

4. http://www.bized.co.uk
Copyright 2007 –Biz/ed
Internal and External
Stakeholders
Internal stakeholders are those who are
‘members’ of the business organisation
•Owners and shareholders
•Managers
•Staff and employees
•External stakeholders are not part
of the firm

5. http://www.bized.co.uk
Copyright 2007 –Biz/ed
But…..!
•Some groups can be both internal
and external stakeholders
•Such as staff or shareholders
who are also local residents
•Can you think of any others?

6. http://www.bized.co.uk
Copyright 2007 –Biz/ed
Characteristics of
Stakeholders
1. Owners and Shareholders
•The number of owners and the roles they carry
out differ according to the size of the firm
•In small businesses there may be only one
owner (sole trader) or perhaps a small number
of partners (partnership)
•In large firms there are often thousands
of shareholders, who each own a small part
of the business

7. http://www.bized.co.uk
Copyright 2007 –Biz/ed
2. Managers:
•organise
•make decisions
•plan
•control
•are accountable to the owner(s)
Characteristics of
Stakeholders

8. http://www.bized.co.uk
Copyright 2007 –Biz/ed
Characteristics of
Stakeholders
3. Employees or Staff:
•A business needs staff or employees
to carry out its activities
•Employees agree to work a certain number
of hours in return for a wage or salary
•Pay levels vary with skills, qualifications, age,
location, types of work and industry
and other factors

9. http://www.bized.co.uk
Copyright 2007 –Biz/ed
Characteristics of
Stakeholders
4. Customers:
•Customers buy the goods or services produced
by firms
•They may be individuals or other businesses
•Firms must understand and meet the needs
of their customers, otherwise they will fail
to make a profit or, indeed, survive

10. http://www.bized.co.uk
Copyright 2007 –Biz/ed
5. Suppliers:
•Firms get the resources they need to produce
goods and services from suppliers
•Businesses should have effective relationships
with their suppliers in order to get quality
resources at reasonable prices
•This is a two-way process, as suppliers depend
on the firms they supply
Characteristics of
Stakeholders

11. http://www.bized.co.uk
Copyright 2007 –Biz/ed
6. Community:
•Firms and the communities they exist in
are also in a two-way relationship
•The local community may often provide many
of the firm’s staff and customers
•The business often supplies goods
and services vital to the local area
•But at times the community can feel aggrieved
by some aspects of what a firm does
Characteristics of
Stakeholders

12. http://www.bized.co.uk
Copyright 2007 –Biz/ed
7. Government:
•Economic policies affect firms’ costs (through
taxation and interest rates)
•Legislation regulates what business can do
in areas such as the environment
and occupational safety and health
•Successful firms are good for governments
as they create wealth and employment
Characteristics of
Stakeholders