The paper "Market Environment of Mitchells and Butlers" is a perfect example of a case study on marketing. Competition is increasing getting stiffer with many business firms coming into existence. This is because every business is striving to capture a bigger market share than its competitors. For every business to succeed there ought to be an appropriate marketing plan. Therefore, this paper aims at analyzing both internal and external marketing environment for Mitchells and Butlers pubs in the United Kingdom. Moreover, the paper seeks to offer segmentation, targeting and positioning recommendations for the future development of the business while applying marketing theoretical concepts. Part 1: Analysis of the market environment Mitchell’ s and Butlers are among the leading pub operators in the United Kingdom.
The firm was established in the 19th century as a merger between two family brewers that came from the English Midlands (Stickney, Weil, Schipper & Francis 2010, pp. 313-320). The company, for over 100 years, has undergone a series of mergers that eventually led to the establishment of the Brass Charrington Cognolomerate. However, in 1989, the Monopolies and Mergers Commission maintained that the concentration in the pub industry had grown up to the level in which there was severe restriction of competition (Pederson 2009, pp.
15-25). Microenvironment The company’ s microenvironment has a direct influence on its operations. It entails the company’ s suppliers who operate indirectly or directly, customers and consumers, and other domestic stakeholders (Bamforth 2011, pp. 13-120). In this case, the company has numerous suppliers of food, technology and raw materials, such as Fujitsu, Trade team, and IBM (Wierenga 2008, 15-25). Moreover, its consumers consist of the local residents, city dwellers, city center professionals, both young and the old.
According to Bamforth (2011, pp. 10-20), this also involves the company’ s public that includes media, financial, government, citizen-action, local and the general public. The organization deals with various banks, media channels, government regulations, and the general and local public. Besides, Wierenga (2008, 567-570) says that the micro-environment outlines the relationship that exists between the company and the driving forces that regulate this relationship. Because this kind of relationship is a local one, the company can exercise a level of influence.
What is more, Kurtz (2011, pp. 274- 280) asserts that the company has a wide range of offerings and brands that are aimed at meeting all the needs of its clients. Macro-environment On the other hand, the company’ s macro-environment consists of the political, cultural, technological, demographic, and natural forces that pose threats and shape opportunities to the company.