External environment analysis includes:
1. General environmental analysis: economic situation, policy orientation, technical development level, social orientation (such as people's values, product usage habits, etc. ) and demographic variables (such as sex ratio, age distribution, education level distribution, etc. ) related to the economy;
2. Analysis of industrial environment: five forces model and product life cycle (specifically, it can be searched online). 3. Analysis of business environment: mainly the sales situation and channel distribution in sub-regions.
Market environment analysis includes:
1, market concentration analysis, the main indicators are CR4, HI, etc.
2, product differentiation analysis (including model, function, brand, etc. );
3. Entry barriers (mainly including policy barriers, technical barriers, professional barriers and economies of scale);
4. Benchmarking enterprise analysis (the top enterprises with a large market share in this market field)
If we want to further analyze the marketing strategy, we should use SWOT, as well as the classic STP (segmentation, target and positioning) and 4PS (product, price, channel and promotion).
Components:
The marketing environment mainly includes two elements.
First, micro-environmental factors, that is, all kinds of participants closely related to the enterprise and directly affecting its marketing ability, including suppliers, marketing middlemen, customers, competitors, the public and various departments within the enterprise that affect marketing management decisions;
The second is the macro-environmental factors, that is, the huge social forces that affect the micro-environment of enterprises, including population, economy, politics, law, science and technology, social culture, physical geography and so on. Micro-environment directly affects and restricts the marketing activities of enterprises, while macro-environment indirectly affects and restricts the marketing activities of enterprises mainly through micro-marketing environment. The former can be called direct marketing environment, and the latter can be called indirect marketing environment. The relationship between them is not parallel, but master-slave relationship, that is, the direct marketing environment is subordinate to the indirect marketing environment.