Why analyze the marketing environment?
1. Knowledge of the marketing environment is central of marketing management: marketing management rests squarely on the knowledge of the marketing environment. Saw that environment plays a crucial role in the marketing and that securing the right fit between the environment and the firm, using the marketing mix as the tools, is the crux of the marketing. The firm has to know where the environment is heading, what trends are emerging therein and what should be its response to the environment changes. Only by the analyzing the environment can be firm grapple with these issues.
2. Strategic response to environment to possible only with proper environment analysis: facilitating the corporations' strategic response to the changes taking place in environmental factors is the ultimate purpose of the environment analysis. the firm has to come up with alternative programmers and strategies response by high lighting opportunities, the pursuit of which will help the firm help attain its objective. It helps assesses the attractiveness and probability position of these opportunities, and helps prepare a shortlist of those which are relevant to the firm and which can be pursued by it.
3. Spotting the opportunities and threats: spotting the opportunities and threats is the central purpose here. It is in the environment that the firm finds its opportunities; it is in the environment that is finds the threats it has to be encounter; and it is by tapping the opportunities present and countering the threats embedded therein that the firm achievers its growth objectives. The starting point is thus to spot the opportunities and threats.
4. Task involved in marketing environment analysis: marketing environment analysis, is the process of the gathering, filtering, and analyzing information relating to the marketing environment involved in the process are the tasks of the marketing the changes taking place in the environment and forecasting the future position in respect of each of the factors. The analyses spot the opportunities and threats in the environment and pinpoint the ones that are specifically relevant to the firm and which can be pursued by it.