Marketing Environment Analysis

768 words - 4 pages

Marketing Environment Analysis: the case of a snowboard company
Snowboards are considered as one of the most strategic seasonal and thus require much analysis into the marketing environment for such a product to be a success. Since it’s a seasonal i.e. it get peak merchandise during the winter season, the company in question has to consider marketing factors that will achieve greater sales during this period and even after compared to its competitors.
To achieve this goal, it is very critical for Burton Snowboards to analyze its marketing environment strategically to help position itself well amongst its competitors. This can be done by employing the “SWOT” analysis to help it deal ...view middle of the document...

With some threats such as competition, Burton has to do all the possible best to eliminate them. These can be done by producing high quality products to avoid any customer complaints and to build brand loyalty and image.

The PESTEL is also used to consider the external environmental factors. This tackles the following strategic areas:
P-Political factors
E-Economic factors
S-Social factors
T-Technological factors
E-Environmental factors
L-legal factors
Starting with the political factors, the operations of Burton can be affected politically by the some f the policies that are set in place by so state authorities. Thus the company has to make sure it is producing within the policies set by the state and the nation as a whole.
With the economic factors Burton can be affected by the distribution of income, inflation and above all the global economic recession. Thus Burton has to put all these factors into their mode of production. For example, if the customers of Burton are hit so much by the recession that they no longer enjoy holidays, it will definitely have a great impact on the sales of the snowboards and thus careful analysis should be done.
Considering the social factors, the snowboard company has to consider the culture, the health and the demographics of its customers....

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