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Micro Environment
The actors close to the company that affect its ability to serve its customers – the company, suppliers, marketing intermediaries, customer markets, competitors, and publics.
1. The Company
a. All groups/departments in a firm are interlinked.
2. Suppliers
a. Suppliers form an important link in the company’s overall customer value delivery system.
3. Marketing intermediaries
a. Helps the company to promote, sell and distribute the goods and services to final buyers. These include resellers, physical distribution firms, marketing services agencies and financial intermediaries.
4. Customers
a. Consumer markets
i. Consist of individuals and households that buy goods and services for personal consumption
b. Business markets
i. Buys goods and services for further processing / production process
c. Government markets
i. Government agencies to produce public servies
d. International markets
i. Buyers in other countries, may include points a – c
5. Competitors
6. Publics
a. Any group that has an actual or potential interest in, or impact on, an organization’s ability to achieve its objectives.
i. Financial: - ability to obtain funds
ii. Media: - carry news, features, editorial opinion
iii. Government: -
iv. Citizen-action: -
v. ...