Question

Analyzing the Marketing Environment- Select one of the macroenvironments of marketing described in the lecture, such as demographic, cultural, economic, political, social, and technological, and a product category.

Briefly summarize your selection (macroenvironment). What do you think are the three major trends in your selected macroenvironment that have the potential to impact the marketing of the selected product category? Can the demand for this product category change? Why? Would this demand impact the immediate environment for it? What new competitors, if any, will emerge for it? How should a firm in that product category adapt their product to anticipate the impact on these changes?

I chose demographic

Answer 1

Assuming organization like Reliance Communication which is Telecommunications service provider for mobile data and calls in India as case studu wayback in 2015 we can summarize trends as follows:

3 major trends which can impact marketing of telecom services are groeing 4G customer base, movement of CDMa to GSM standards, rising income levels and oer capita GDP of India.

The demand for this category can change heavily as demand for higher data consumption due to content application like Amazon Prime, YouTube Red, Netflix, Hotstar and free calling from OTT providers like Viber and Skype will lead to heavy consumption of data and calls.

This demand may cause firms to shoot up prices because of rising youth in India which has demographics age averaged at 26 and rising per capita GDP.

This will result in new competitions as licenses for operating will be high and more spectrum shall be auctioned pushing short term prices low due to competitive market rates.

Such changes can lead to cost cutting and changing pricing structure to suit consumers preference as well as willingness to pay. More customised plans and better accessibility and coverage have to be made to stand out from competition. Firms need to offer industry benchmarked lowest rates to stay ahead.