The paper 'Micro and Macro Marketing Environments that are beyond Marketers’ Control' is a great example of a Marketing Case Study. There is no organization or business that operates in a vacuum. The businesses operate in the environment in which they have either direct control or no control at all. The marketing environment refers to the factors that either directly or indirectly affect or influence the business’ s ability to carry out its operations (Manickam & 2013). The marketing environment can be categorized as internal and external environment. The external environment can further be subdivided into the microenvironment and macro environment.
The essay, therefore, focuses on the micro and macro environment that the marketers have no control over. Micro Environment Microenvironment refers to factors of the marketing environment that influence the business operations and the industry in which it operates, but the factors do not necessarily affect all the players in the industry. Microenvironment refers to the immediate forces to the business that influence its operations (Manickam & Sriram, 2013). The forces include all persons and organizations that directly affect the operations of a business entity.
The microenvironment factors that marketers have no control over include customers, suppliers, competition, the structure of the industry, the public, and the market channels. Competition Competition is inevitable in any business industry because of the many products and services in the industry that satisfy similar consumer needs. Competition is defined as the rivalry between businesses offering similar goods and services with the aim of dominating the market share and maximizing the profit (Jundong, Eason & Chi, 2014). Marketers strive to increase the sales volume and sales revenue using various components of a marketing mix commonly known as 4P’ s.
Even though the marketers have the ability to control the marketing strategies of their companies, they do not have the ability to control competition in the industry. Marketers face various types of competition in various industries. Some of the common types of competition include monopoly, oligopoly, and monopolistic competition. Monopoly refers to the situation where one business or company controls the market. Increased liberalization of the market has made a monopoly a rare case. A company may be the sole provider of the goods or services, but that does not mean that consumers lack substitutes for goods or services that the company offers.
Therefore, marketers still face competition even in the cases of monopoly. The most common type of competition that marketers face is monopolistic where companies sufficiently differentiate the goods or services that they offer to consumers (Jundong, Eason & Chi, 2014). Despite the various marketing strategies applied by various marketers, they still have no control over the competition. Therefore, marketers have no control of competition taking place in the industry because no single company or business has the monopoly of providing goods and services and satisfying the needs of the various customers in the market (Jundong, Eason & Chi, 2014).
Customers have different tastes and preferences, making competition inevitable. In addition, marketers lack the ability to control consumers’ tastes and preferences. Marketers also cannot control the type and quality of goods and services produced and provided by other companies. Consequently, they cannot control competition taking place in the industry. However, marketers can find ways of remaining competitive by taking the viewpoint of customers.
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