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Analysing external influences on marketing strategy.

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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.

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