What is marketing environmental analysis?

DSM Digital School of Marketing - marketing environmental analysis

The term ‘marketing environmental analysis’ refers to a strategic analysis tool that helps to identify internal and external environmental factors that affect the organisation’s abilities to work properly. Managers develop the organisation’s structure, culture as well as policies to give clear guidelines to employees. However, the business success is dependent upon how it deals with external environmental effects if any.

In their marketing environmental analysis, strategic marketers must take into consideration the micro-economic and macro-economic factors during decision-making processes. This is because these forces have a major effect on the marketing campaign’s success. Therefore, the marketing environment forces can play a vital role in the success of a business, its marketing strategies, marketing campaigns and its branding.

How to integrate your strategic plan into your marketing strategy

Navigating business growth is a multi-faceted process. Leaders need to consider how today’s organisational messages can serve as a platform for a transition from an organisation’s current market position to the desired position in the future.

Communicating today’s messages without taking into account how they fit into the leader’s vision for future growth is a common business error. People become so busy implementing today’s work and messages that they often overlook how these fit and support future strategies identified in an organisation’s strategic plan.

The role of clever executives

Clever executives are constantly considering how today’s messages assist with transitioning their organisations into where they would like to be in 3 – 5 years. The CEO, as well as the senior team members of any organisation, realise that it takes time, energy as well as committed attention to what matters in order to create systemic progress to achieve goals.

Many organisations have learned that a strategic plan is a must-do process to assist with clarifying the overall vision and evaluating the many paths of opportunity which are facing them.  However, most organisational leaders don’t go further than this. Pushing the strategic plan’s future considerations into current marketing as well as communications is a course of action which can create a stronger brand as well as marketing platforms in order to support achieving those very goals.

Smart marketers and strategic marketing plans

Clever marketers are familiar with the strategic plan and take the future anticipated goals into account when putting together marketing plans in addition to message maps. Integrating the elements which are identified in the strategic plan is a critical step for developing as well as honing the marketing strategy.

The method of integrating the strategic plan into the marketing and communications process is straightforward. Looking through the lens of what the organisation has recognised as future goals in the strategic marketing plan, the leadership team can  work through the “seven P’s” of marketing:

1 People

  • Will you require different talent?
  • Will you be emphasising different talents among current staff?
  • How will your culture be required to shift to adjust to any new directions for growth?
  • How are you preparing your current talent for the organisational changes to come?

2 Product

  • What alterations will be made in your product?
  • What benefits do your products produce for customers in quality or value?

3 Price

  • How you will your strategic direction alter price?
  • What messages need to be embedded now as well as in the future to position the new pricing structure to retain existing clients as well as attract others?

4 Place

  • What alterations will you make now and in the future in order to address as well as change place messaging? If your strategy is to be exclusively online in the future, for example, what messaging is required to take place right now in order to support that transition without a client loss?

5 Process

  • What alterations in service delivery, customer service, dealing with complaints as well as proactive and reactive response times both proactive and reactive will need to occur?
  • What systems and messaging will be required to support that?

6 Physical evidence

  • How will you utilise the power of client referrals, recommendations and testimonials to support your new forward-thinking strategy in positioning the organisation?
  • What messaging will you utilise in your current physical location (if you have a storefront where customers are able to come to you) in order to support that transition?

7 Promotion

  • What message do you need to communicate now in order to layer the change messages at a date in the future in a way that will create consistency and relevance?

Get in touch with the Digital School of Marketing

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