INTRODUCTION (kfc )
Micro environment factors which the organisation controls . eg employees product ,price ,place and promotion, it can be considered to be the local environment where business operates and owners are aware of the impacts that they are faced with. Macro environment factors are the ones which the organisation does not control and may affect the business . eg political , economic, social, legal and technological factors. the environment are always changing so the companies must always adapt. Market environtment the act outside marketing management ability to build and maintain a succefull relationship with customers ,the environment always change and both customers and marketers wonder what the future will bring
THE EXTERNAL FACTORS THAT INFLUENCE THE ORGANISATION
MICRO ENVIRONMENT EXTERNAL FACTORS
All businesses need customers ,they should be well balanced around customers .
The company`s marketing plan should aim to attract customers through products that meets their needs and wants and good customers service
Employing staff with good skills and experience is essential.
Employees bring an influence on your business via ongoing training and promotion opportunities ,this process begins at recruitment stage .Training and development play a critical role in achieving a competitive edge
Media can be printed ,televised or inline ,positive media can make the organisation or its product and negative media can break the organisation . an organisation needs to manage the media so that the media can help promote positive things about them and reduce negative event on their reputation.
Supplier provides the business with the goods they need to carry out their business activities. A suppliers behaviour will impact the business it suppliers If a supplier provides poor service this could increase timescales and product quality,and increase in raw material
THE FACTORS INFLUENCING THE COMPETITIVE POSITION OF THE
MACRO ENVIRONMENT FACTORS
This deals with the government policies and procedures which is worked out through legislation and consist of all legal factors such as
Governmemt view on culture and religion.
Taxation policy on tax rates and incentives.
Political factor cans can create advantages and opportunities for organisation. ECONOMIC
KFC organisation is affected with national and global economic factors like cost of labour, interest and inflation rates ,economic growth rates business cycle rates and unemployment rates. due to recession the income of the kfc has dropped down and most of the employees were jobless and the rest employees were employees few hours also the company had to cut down their costs
It is the cultural and demographic aspects of the external macro environment. the pontential of the employees who come from different back grounds and work together in the kfc , and customer trends and aspects which the kfc has to consider as per their needs and wants of the customer such as changes in lifestyles and change in customers needs and wants.
This is driven internationally which reduce s the minimum of production levels and some of the technological factors are recent technological developments. Communication technology has now become the most important aspect in kfc as when the customers are mostly delighted and satisfied with the service including the latest technology that is available in the Kfc. the latest technological method that are used to serve customers faster are such as digital screens ,wireless head phone for the staff cooking utensils.
The kfc has to maintain rule and regulations related to the hygiene factors such as employee training regarding the food and safety, personal hygiene ,Clean work environment and proper use of the utensils .this also deals with the legal environment in which the company operates.
ASPECTS OF THE ENVIRONMENTAL SCANNING
Strength ,Weaknesses. Opportunities and threats .Managers will have to start analyzing the internal environment by looking into ineffciencies inside the organisation and will also look outside to the external environment and things taking place independent of the organisation. environmental scans allow managers to use the knowledge gained during the scanning process to decide what strategic steps the organisation needs to take to create a competitive advantage.
Training and development ,managers help with day to day running of the organisation.the must be responsible in creating an energetic and valuable work environment and customer service .Ensuraing quality products and cleanliness is delivered to all customers at good speed and with a smile .
2.1 READ THE CASE study one from chapter three of your prescribed textbook 2.1.1 Answer question 1to 3 from the case study
1. Do you think there is a business opportunity for a cigar bar in Mamelodi ? There is no business opportunity in Mamelodi because there are three cigar bars in opened and the target market is so young.
2. Is the window of opportunity still open for cigar bars ?
Window of opportunities is not opened ,because already they have three cigar Bars which their their target market is young.
3. How must Sanyana go about exploiting this opportunity to get started ?
Sanyana must go to an area that is has no cigar bars and busy market
2.2 You have been appointed as a functional manager .You are in charge of marketing department .You need to revise the current marketing strategy. Answer the following questions in light of your new appointment and job task:
How can you apply planning, organising , leading and control to manage this department?
Managing a department is skill that requires good planning and development and enables the manager to devise strategies, make decisions and implement action. Planning is the process of determining in advance what cost regardless of whether it is a long term priorities. Selecting, Motivating, training and appraising staff. Establishing Strustures and systems through which activities are arranged. Making decisions embodying decisions in instructions an serving as the leader of the department interrelating the various parts of the work
. What skills you need to use and develop in order to manage this department? People skill – people tend to work with those whom they like or find pleasant to be around ,or atleast have good personalities when dealing with clients.
. Technological skill – In the world that we are living in marketing professionals must have the technological skills to take advantage of these mediums .Marketing through social networking allows the communication of media campaigns and marketing promotions in realtimeto consumers
. Project management skill – Marketing must display the skill set to conduct agile project management where marketing campaigns take advantage of the micro opportunities.
. Marketing Research skill – This can help determine how previous products in the market have been presented to consumers and how a new productcan best be attack the market .
Is decision making essential for future planning ?explain why Decision need to made wisely under modifying circumstances with different amount of knowledge about alternatives and consequences. In extention the decision making is often a group process. Consequently the manager must apply principles of democratic decision making since those involved in the decision making process will feel an interest in the result of the process. You need to evaluate employees in the department. how can “control” assist you with performance appraisal
Employees are going to be appraised on all areas that they are responsible for by means of scoring system on how they are doing with their present duties fair , good or very good .that appraisal can be a great tool to monitor and control performance on their duties.
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