Siemens - Motivation Within a Creative Environment Essay

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Understanding and Analyzing the Environment Ruvini Weerasinghe Dr. Leelanga Seneviratne 1 Go back to the 90’s… • What happened to Audio Tapes? • What happened to Lotus 123? • What happened to Netscape? • What about email? • What about mobile devices? ? 2 Go to the future, 2050 • • • • What products and services will be there? How many new needs would generate? What will be the wants? What business will emerge and what will extinct? The determinant of the future would be how organizations scan their environment and how will they react; most importantly how will they be proactive 3 Holographic TV Virgin Galactic 5 Marketing Environment Micro and Macro 6 What is the environment? Factors and forces outside marketing that affect the ability to build and maintain successful business Factors Marketing Macro Environment Micro Environment Forces 7 Micro Environment Parties that are close to the organization which will have a direct effect on organization’s strategy and operations. – The company • Top Mgt, finance, R&D – Suppliers – Marketing Intermediaries • resellers, physical distribution firms, marketing services agencies, financial intermediaries - Customers • consumer, business, reseller, govt. markets – Competitors – Public • Any group that has actual interest on organization’s achievement of its goals (financial , media , govt., citizen action, local, general Macro Environment Forces that are originated outside of an organization and cannot be altered by the actions of the organization. – – – – – – Demographic Environment Economic Forces Natural Forces Technological Forces Political Forces Cultural Forces 9 THE COMPANY’S MACRO ENVIRONMENT DEMOGRAPHIC ENVIRONMENT Demography is the study of human populations in terms of size,

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