Microenvironmental factors of wash
The marketing environment of a company includes all of the factors of a company, outside of marketing, that affect the way that company builds and maintains relationships with consumers. There are two parts of the marketing environment: Macroenvironment and Microenvironment. There are many microenvironmental factors that affect the performance of a company and its ability to serve its customers. Microenvironmental factors include the company, suppliers, marketing intermediaries, customer markets, competitors, and publics.
Marketing intermediaries include distribution firms, resellers, marketing services agencies, and financial intermediaries. Publics are financial, media, government, local, general, and internal publics. While working on our marketing plan for WASH, we realized the most important microeconomical factor was competitors. After realizing this, we did further research and learned that the company has four main competitors. Each offers a product that suits the demand for a reloadable laundry card, and each has different features that set it apart.
Marketing intermediaries of WASH would mainly consist of resellers such as apartment complexes and universities. Although they would not be selling the physical cards to the residents, each complex would have the opportunity to earn money through Swipe-A-Load's system. In addition to this, financial intermediaries of WASH would also affect the company, as well as Swipe-A-Load. Although we do not address these financial intermediaries in the marketing plan, they are still a factor that plays a role in the success of WASH.
In order to gain information about the marketing environment, marketers use marketing research. Additionally, they analyze different micro and macroenvironmental factors to gain knowledge about a company, the target market, and the industry.
[For more information on Swipe-A-Load, please feel free to download the Marketing Plan below.]
Marketing intermediaries of WASH would mainly consist of resellers such as apartment complexes and universities. Although they would not be selling the physical cards to the residents, each complex would have the opportunity to earn money through Swipe-A-Load's system. In addition to this, financial intermediaries of WASH would also affect the company, as well as Swipe-A-Load. Although we do not address these financial intermediaries in the marketing plan, they are still a factor that plays a role in the success of WASH.
In order to gain information about the marketing environment, marketers use marketing research. Additionally, they analyze different micro and macroenvironmental factors to gain knowledge about a company, the target market, and the industry.
[For more information on Swipe-A-Load, please feel free to download the Marketing Plan below.]
marketing_project_final.docx | |
File Size: | 492 kb |
File Type: | docx |