The MicroEnvironment consists of the actors close to the company that affect its ability to serve its customers, the company, suppliers, marketing intermediaries, customer markets, competitors, and publics.
Microenvironment: The Company
Internal environment includes:
Top management
Finance
R&D
Purchasing
Operations
Accounting
Provide the resources to produce goods and services
Treated as partners to provide customer value
Help the company to promote, sell, and distribute its products to final buyers. Include:
Resellers
Physical distribution firms
Marketing services agencies
Financial intermediaries
Microenvironment: Customers
Consumer markets consist of individuals and households that buy goods and services for personal consumption.
Business markets buy goods and services for further processing or for use in their production process.
Government markets
Government agencies that buy goods and services to produce public services or transfer the goods and services to others who need them
International markets
Buyers in other countries, including consumers, producers, resellers and governments
Microenvironment: Competitors
Firms must gain strategic advantage by positioning their offerings against competitors’ offerings.
Each firm should consider its own size and industry position compared to those of its competitors.
3 main sources:
Brand
from manufacturers of similar productsSubstitute products
Dissimilar products that satisfy the same need
Indirect
Other firms trying to win customers’ purchasing power
Microenvironment: Publics
Any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives:
Financial publics
Media publics
Government publicsCitizen-action publics
Local publicsGeneral public
Internal publics
