• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Analysing external influences on marketing strategy.

Extracts from this document...

Introduction

E3: Analysing external influences There are external influences affecting the development of my marketing strategy. These influences are listed below. The customer The customer's buying behaviour affects my marketing strategy for Burn because the customers are the people who will be purchasing and trying the product. If my product is not up to their standards and does not meet their needs then they will not purchase the product Burn. Buying influences The customer buying influences are things like studying the products that my target market already purchases and where they purchase them from, using the information that I have gathered in E1 and E2. This will help me when constructing my marketing plan, so that I can achieve my objectives. Ethical, environmental and social issues also need to be addressed if I want my marketing strategy to develop. Ethical, environmental and social issues are important for the development of my marketing strategy because they indicate who my target market is and what their buying behaviour is. Ethical issues are the moral/underlying principles that guide most members of the society. Some examples of ethical issues that I will have to look at include: * Child labour- what are the views of the people that ...read more.

Middle

which is an independent body that exercises control over all advertising except that on radio and television, which is why it applies to my marketing strategy for Burn, because Burn will not just be advertising on the radio and television. The ASA exercises control in all of the following: * Press- national and regional magazines and newspapers * Outdoor advertising- posters, transport and aerial announcements * Direct marketing- direct mail, leaflet, brochures, catalogues, circulars, inserts and facsimiles * Screen promotions- cinema commercials, electronic media such as the Internet. * Sales promotions- on-pack promotions, front-page promotions, competitions and prize draws. The ASA ensure that all marketers (who subscribe as members) comply with a set of standards in relation to ensuring that advertisements are 'legal, decent, honest and truthful'. The Code of advertising practice committee made up of representatives within the marketing industry supports the British code of advertising practices, which sets out the rules with which the advertising industry must comply. This is to ensure that advertisements The Chartered Institute of Marketing like ASA has its own code of practice to which members must abide. ...read more.

Conclusion

With all these different areas that are enforcing guidelines upon companies it means that they must look very carefully into how they advertise their project. This has resulted in companies having to spend more money on their advertisement campaigns, and being careful that nothing is included that could hold the liable. Competitors are very important to the majority of companies; companies always look into their competitors when they are deciding how to advertise their product, what market to target and the type of promotions that they will offer. This is so they aren't entering a field that is dominated by their competitor without knowing, and if they do this then the more established company will be able to drive us out of the market. In my case I have chosen to compete with Red devil. Technological changes may influence the ways in which my business determines its marketing strategy, as there may be new technology that can add with my advertising and promoting of my product Burn. I must take into account when constructing my marketing plan that if organisations can come up with new and original ideas they will generate a lot of demand for their product. Research and development is the key to technology and should be seen as a considerable investment in competitive advantage and in future profitability. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Advertisements section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Advertisements essays

  1. Produce a marketing strategy for a product or service with a clear understanding of ...

    Advertising time on TV is sold in 'spots' ranging from one minute down to seven seconds. Daytime spots, when audiences are low cost less than those do in 'Peak time'- the evening when millions of people may be watching Independent Television. Most evenings from 5.30 p.m. to about 10.30 p.m.

  2. The Coca Cola company - You need to consider the current market, find a ...

    To remain successful, business must constantly work to create new and better products and processes. Research- this involves carrying out investigation to come up with new idea, e.g. by carrying out brainstorming, examining competitors products or carrying out research in laboratory.

  1. Viral Marketing

    is an urban phenomenon; the larger part of the download figures came from the smaller towns. This advergame helped take Jurm to the remotest nooks and corners of India and gather the required publicity before the release. Upbeat about the potential of the Mobile advergame to promote the movie, the

  2. This advertising campaign is a proposal for Guinness. It details the proposal for a ...

    Targeting 20,000,000 Guinness consumers Impact 328,652,928 is the actual number of separate times that viewers were exposed to the transmission of a commercial break or programme. (Source: Television Price Index Q1 03,Guerillascope TV) Figure 2. Magazines Measurement (Source: BRAD p262, & p264)

  1. An investigation Into The Different Marketing Language of Holiday Brochures For Different Age Groups.

    Summer Sun is aimed mainly at families with children at any age. Club 18-30 is for the age group in the title but without the encumbrance of children and to offer a party atmosphere and a chance to meet like-minded people, often of the opposite sex.

  2. The first part is to compare and evaluate two competitor organisations strategies of their ...

    Packaging I have decided to change the packaging of the Topic bar. The packaging is important as it carries the brand name, special price information and competition details, and designed to attract the consumer's attention. Packaging can be a highly effective promotional tool.

  1. Free essay

    Marketing Strategy for Errol Anderson Motors - Chapter 1: The Different Types of Marketing ...

    the garage which would mean you wouldn't be paying for impressions from people which are far away from the garage. The bad thing about posters is too many would be unprofessional and people see this as wasting paper and morally wrong which would affect the customers view on a Errol's business.

  2. Create ing your own business - create a full plan on a business of ...

    complaint once checked out either the adverts will be edited or withdrawn. These are the laws: 1. Trade descriptions act 1968, which makes it a criminal offence for traders to make false statements about the goods they sell. This means, for example, that it is illegal to say that goods

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work