The factors that could affect a company's marketing strategy is:
1. Micro-enterprise environment.
Micro-enterprise environment consists of the actors in the environment that directly related to the company that affect its ability to serve the market :
a. Company.
That is the organizational structure of the company itself. The marketing strategies adopted by the marketing management must take into account other groups in the company in formulating marketing plans, such as top management, corporate finance, research and development, purchasing, production, and accounting and human resources a company has, since the marketing manager must also work closely with staff in other fields.
b. Supplier.
These suppliers are companies and individuals who provide the resources needed by the company and its competitors to produce certain goods and services. Sometimes companies also must obtain labor, equipment, fuel, electricity and other factors from the supplier. Developments in the environment suppliers can provide a very significant influence on the implementation of marketing a company. Marketing managers need to observe the trend of prices of important inputs for production activities of their company. Lack of sources of raw materials, labor strikes, and various other events relating to the suppliers may interfere with the marketing strategies that do and run the company.
c. The Intermediary Marketing.
The marketing intermediaries are firms that assist companies in the promotion, sale and distribution of goods / services to end consumers. The marketing intermediaries include:
- Broker, is a company or individual who helps companies to find customers. They were divided into two kinds, namely intermediary agents such as agents, brokers and representatives of manufacturers who seek and find the customers and / or entered into an agreement with another party, but do not have the goods or services itself.
- Physical Distribution Company, a company like this helps companies in the storage and transfer of products from the place of origin-destination place.
- The Agency Marketing Services, such as a company or research institute of marketing, advertising agencies, media companies, and marketing consulting firm, all of which help the company in order to direct and promote the right products to the market.
- Financial Intermediaries, such as banks, credit companies, insurance companies, and other companies that assist in financial terms.
d. Customers.
That is the target market of a company that is a consumer of goods or services offered by the company whether individuals, institutions, organizations, and so forth.
e. The Competitor.
In an attempt to serve the customer market, the company is not alone. Business of an enterprise to build an efficient marketing system to serve the market. Marketing system and strategy for the company is surrounded and influenced by the group of competitors. Competitors need to be identified and monitored all movements and actions in the market.
f. General public.
A company must also consider the large number of people lining the course, big or small to pay attention to the activities of the company, whether they accept or reject the methods of the companies in the operations, because the company's activities would affect the interests of other groups, these groups that became public. The general public can facilitate, or otherwise can be as inhibiting the ability of companies to achieve their goals.
2. Macro Environment.
Macro environment consists of forces that are larger society and affect all actors in the micro environment within the company :
a. Environmental Demography / Population.
Environment demographic / population showing the state and problems of population, such as geographic distribution of population, density level, the trend of movement from one place to another, age distribution, birth, marriage, race, ethnic and religious structure. It turned out that the above can affect a company's marketing strategy in marketing their products because that would create a public market.
b. Environmental Economics.
Economic environment demonstrate the economic system is implemented, the government policies regarding the economy, the decline in real income growth, sustained inflation pressures, changes in consumer spending patterns, and so forth relating to economic.
c. Physical Environment.
The physical environment showed the scarcity of certain raw materials needed by the company, increasing energy costs, increased numbers of pollution, and increasing numbers of government intervention in the management and use of natural resources.
d. Environmental Technology.
Environmental technology shows increasing speed of technology growth, renewal opportunities are infinite, the costs of research and development, which is high, greater attention directed to the improvement of small parts rather than finding a great product, and the increasing number of regulations relating to technological change.
e. The social environment / culture.
This environment was showing a group of community members about the rules of life, the norms and values prevailing in society, popular opinion, and so forth that define the relationship between the members with other community and surrounding environment.
