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Introduction to Marketing Essay

Pestle stands for political, economic, social technological, legal and environmental influences. Businesses use this as part of their marketing plan procedure. Political: what is happening politically with regards to tax policies employment laws, trade restrictions, tariffs Economic: what is happening within the economy i. e. economic growth/ decline, minimum wage, unemployment, credit availability, cost of living, etc. Sociological: what is occurring socially i. e. cultural norms and expectations, health consciousness, population growth rate, career attitudes. Technological: new technologies are continually being developed.

There are also changes to barriers to entry in given markets Legal: changes to legislation. This may impact employment, access to materials, resources, imports/ exports, taxation etc. Environmental: what is happening with respect to ecological and environmental aspects. A PESTLE analysis is used in business to assess the industry which an organisation is in. The PESTLE analysis looks specifically at factors which are external to the organisation which will impact on the business. This is with a view to determining the current role and status of the organisation in relation to its competitors and can be used as a marketing tool.

SWOT Analysis. A tool that identifies the strengths, weaknesses, opportunities and threats of a business. SWOT is a straightforward model that assesses what a business can and cannot do as well as its potential opportunities and threats. The method of SWOT analysis is to take the information from an environmental analysis and separate it into internal (strengths and weaknesses) and external issues (opportunities and threats). Once this is completed, SWOT analysis determines what may assist the firm in accomplishing its objectives, and what obstacles must be overcome or minimized to achieve desired results.

The strengths and weaknesses are interior when it comes to a business and things that are included that could be a problem are things like buildings, the quality of their workers, the i. t systems etc. The external element focuses on the opportunities and dangers in the business. Research into the organisation is essential and required when carrying out a SWOT analaysis. By matching organisations strengths and weaknesses with the external forces. SWOT analysis brings all the proof from all the different analytical techniques used.

This is a way of creating a summary which gives the basis of developing the marketing objectives and strategies or even plans. Strengths: These are the internal features of the business. A highly efficient IT system could be an example. Weaknesses: These are the internal aspects of a business. Which don’t cope well with competition? An example would be staff that are not qualified or trained properly. Opportunities: This focuses on developing the business by focusing on things such as events. An example would be new territories for a particular product or a brand new segment of a market.

Threats: These are external to the organisation and its development . Which can affect the business and wreck the businesses’ performance. They can be originated by the governmental policy such as an increase in corporation tax and new law. Smart Objectives All businesses have their own objectives. They can be at different levels depending on how well the business is performance. Specific – When the business sets the objectives, they must be specific so that the workers are able to follow them businesses must ensure that the instructions are clear along the goal set.

Measurable – So the businesses knows on how successful they have become and to look at any changes that would affect the profit they must do a comparison of their performance in the previous years Achievable – The business needs to think carefully if they are going to be able to achieve their goals. Realistic – The business can’t set goals unless they are realistic and that they would be able to achieve these objectives. Time – The amount of time it is going to take should be stated then this way everyone has an idea and these can get done soon as.


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