Macro Environmental Forces

5. MACRO ENVIRONMENTAL FORCES

Larger market forces that impacts on the microenvironment and so affects the ability of the organization to compete in the market. Types of forces are economic forces, natural forces, demographic forces etc. (kotler et, al., 2009).

6. MICRO ENVIRONMENTAL FORCES

Micro environmental forces are those which comprises of all those organizations and individuals who directly or indirectly affect the activities of the company. It includes suppliers, customers, intermediaries and public.

7. SWOT ANALYSIS

SWOT analysis Strength Weakness Opportunity Threat

BMW Excellent advertising and top of the mind luxury brand. Strong competition from other luxury manufacturers. Increasing the offered product portfolio along with diversification. Increasing fuel costs.

Mercedes Mercedes Benz has a strong brand value and global leader in premium cars. The market share is deeply affected by tough competitors like BMW. New and advance technological system. Increasing fuel costs.

8. MARKET SEGMENTATION

Market segmentation is a marketing strategy that involves splitting a target market that is large number of target people/consumers into small group of people/consumers who have similar needs, and then designing and implementing strategies to achieve their needs.

9. TARGET MARKET

Subgroup of people that the market has decided to concentrate their market efforts on them that is, target customers

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