Introduction

According to American Marketing Association, marketing is the process to conception, planning

and execution to exchange the products and services with customers to make the satisfaction at
customer and seller side. The report will present the review of changing perspective in marketing
planning. The report will also evaluate the capabilities of the organization in term of financial,
strategic and technical resources to plan the marketing activities. The report will examine the
techniques to determine the effect of external factors on marketing plans. Later report will discuss
the various barriers in marketing and how they can be overcome through enhanced strategies.
Report will discuss the importance of the marketing and will develop the product marketing plan
for the organization. The report will suggest the pricing, distribution and communication for the
product marketing. The factors affecting the marketing plan will be discussed along with their
impact. The report will discuss the influence of the ethical issues in business and how organization
can overcome. For easy understanding, the report will also discuss the examples of consumer
ethical issues.
Task 01
External Environment

The external environment constitutes factors and forces which are external to the constructions
and on which the marketer has little or no control. The external environment is of two types:

Micro Environment

The micro component of the external environment is also known as the task environment. It
comprises of external forces and factors that are directly related to the constructions. These
include suppliers, market intermediaries, customers, partners, competitors and the public

 Suppliers include all the parties which provide resources needed by the multinational
apartment builders (Put) Ltd.

 Market intermediaries include parties involved in distributing the apartment or service

of the multinational apartment builders (Pvt) Ltd.

 Partners are all the separate entities like advertising agencies, market research
multinational apartment builders (Pvt)Lads, banking and insurance companies,
transportation companies, brokers, etc. which conduct constructions with the multinational
apartment builders (Pvt)Ltd.

 Customers comprise of the target group of the multinational apartment builders (Pvt) Ltd.

 Competitors are the players in the same market who targets similar customers as that of
the multinational apartment builders (Pvt) Ltd.

 Public is made up of any other group that has an actual or potential interest or affects the
company’s ability to serve its customers.

Macro Environment

The macro component of the marketing environment is also known as the broad environment. It
constitutes the external factors and forces which affect the industry as a whole but don’t have a
direct effect on the constructions. The macro environment can be divided into 6 parts.

Demographic Environment
The demographic environment is made up of the people who constitute the market. It is
characterized as the factual investigation and segregation of the population according to their size,
density, location, age, gender, race, and occupation.

Economic Environment

The economic environment constitutes factors which influence customers’ purchasing power and
spending patterns. These factors include the GDP, GNP, interest rates, inflation, income
distribution, Sri Lankan government funding and subsidies, and other major economic variables.

Physical Environment

The physical environment includes the natural environment in which the constructions operates.
This includes the climatic conditions, environmental change, accessibility to water and raw
materials, natural disasters, pollution etc.

Technological Environment

The technological environment constitutes innovation, research and development in technology,

technological alternatives, innovation inducements also technological barriers to smooth
operation. Technology is one of the biggest sources of threats and opportunities for the
multinational apartment builders (Pvt) Ltd and it is very dynamic.

Political-Legal Environment

The political & legal environment includes laws and Sri Lankan government’s policies prevailing
in the country. It also includes other pressure groups and agencies which influence or limit the
working of industry and/or the constructions in the society.

Social-Cultural Environment

The social-cultural aspect of the macro environment is made up of the lifestyle, values, culture,
prejudice and beliefs of the people. This differs in different regions.

Importance of Marketing Environment

Every constructions, no matter how big or small, operates within the marketing environment. Its
present and future existence, profits, image, and positioning depend on its internal and external
environment. The constructions environment is one of the most dynamic aspects of the
constructions. In order to operate and stay in the market for long, one has to understand and analyze
the marketing environment and its components properly.

Essential for planning

An understanding of the external and internal environment is essential for planning for the future.
A marketer needs to be fully aware of the current scenario, dynamism, and future predictions of
the marketing environment if he wants his plans to succeed.

Understanding Customers

A thorough knowledge of the marketing environment helps marketers acknowledge and predict
what the customer actually wants. In-depth analysis of the marketing environment reduces (and
even removes) the noise between the marketer and customers and helps the marketer to understand
the consumer behavior better.

Tapping Trends

Breaking into new markets and capitalizing on new trends requires a lot of insight about the
marketing environment. The marketer needs to research about every aspect of the environment to
create a foolproof plan.

Threats and Opportunities

A sound knowledge of the market environment often gives a first mover advantage to the marketer
as he makes sure that his constructions is safe from the future threats and taps the future
opportunities.
Task 02

As a starting point, most marketers conduct an internal analysis or their organization to identify
which opportunities make the most sense to pursue. Use Demand Metric’s S.W.O.T. Analysis
Tool to get started. This framework identifies the firm’s Strengths, Weaknesses, Opportunities,
and Threats, with special attention paid to the various implications stemming from each.

Once our company have a clear understanding of our company firm’s capabilities and resources,
our company are ready to analyze the external environment to seek market opportunities that fit
our company organization’s goals and objectives. Next, download Demand Metric’s STEP
Analysis Tool to review of the Social, Technological, Economic, and Political issues affecting our
company firm’s ability to capitalize on a market. Combining the internal and external analyses
provides a foundation for evaluating potential market opportunities, and serves as a basis for
objectively comparing the attractiveness of each opportunity.

It is helpful to view marketing strategy planning as a process of segmenting markets, targeting

specific customers, and working to effectively position our company’re offering among the
competition. The following sections in this report will outline how to effectively segment, target,
and position, our company apartment or service. There are four basic types of market
opportunities: Market Penetration, Market Development, Apartment Development, and
Diversification.

1. Market Penetration is the attempt to increase sales of current apartments in present

markets. Some strategies to penetrate markets include: more aggressive marketing,
increasing service to improve renewal rates, or attracting competitor customers directly.
 2. Market Development is the effort to increase sales by selling current apartments into new
markets. Firms may advertise to reach new target customers within a geographic region, or
look to international markets for expansion.

3. Apartment Development refers to offering new or improved apartments to present

markets. By working closely with our company customers, our company may find new and
innovative ways to better satisfy our company target market.

4. Diversification means opening completely new lines of constructions, with new

apartments in new markets. Many organizations diversify their apartment mix to mitigate
risks related to economic variables such as recessions.

The question becomes: which opportunities should be evaluated first? The answer falls out of a
sound analysis of existing markets and potential new markets. Most companies look to markets
that are close to home, since they are more familiar and can be responded to quickly.

Additionally, it is more profitable to retain, rather than recruit new customers. For these reasons,
market penetration is usually the first type of opportunity a firm will evaluate. Conversely, many
organizations have found that market development, especially in rapidly growing China and India,
is the key to their success. The next section will outline what “markets” are, and provide pragmatic
advice for market segmentation.

Market Segmentation Best Practices

Market segmentation is a two-step process of: naming broad apartment markets, and segmenting
those markets in order to select target markets. We can Use Demand Metric’s MARKET
SEGMENTATION TOOL to help our company with market sizing and analysis, and to develop
customer profiles. Most segmentation efforts fail because inexperienced marketers attempt to find
one or two demographic characteristics to segment a mass market. Generally, customer needs and
behaviors do not fit nicely into one or two demographic characteristics. This section of the report
will outline Best Practices related to segmenting our company various apartment markets.
1. Defining Generic and Apartment Markets a market is a group of potential customers who
have similar needs and are willing to purchase goods or services to satisfy those needs. Good
marketers focus on the customer and develop marketing mixes for very specific target markets. On
the other hand, poor marketers focus on their apartments when defining markets, leading to missed
opportunities and questionable customer satisfaction. The point here is that a market is external to
an organization; it doesn’t make sense to segment potential markets based on the features
contained in our company apartments or services. When narrowing down the mass market, it is
helpful to think of two basic types of markets: generic markets and apartment markets.

A generic market is a market of customers with generally similar needs, which organizations
satisfy in a variety of ways. An example of a generic market would be the transportation market
for a city; buses, trains, transports, bicycles, and walking, are all methods of getting around town.
Contrastingly, an apartment market is a market of customers with very similar needs. An
example of an apartment market would be for laptop computers, where customers have the choice
between apartments from Microsoft, Dell, Apple, Fujitsu, etc. When evaluating potential market
opportunities, look for a definition that is broader than our company firm’s current apartment
market, but not so broad that our company firm could not handle the demand if it were generated.
Work to establish a slightly broader definition for our company current apartment markets. When
defining our company apartment market, there are four important aspects:

1. What - Apartment Type

2. To Meet - Customer Needs

3. Who - Customer Segments

4. Where - Geographic Region

An example of an apartment market might be “marketing advisory services for mid-sized

enterprises in North America with limited budgets.” Once our company have defined our company
apartment markets, our company are ready to continue the segmentation process to identify
potential target markets.
2. Understand Common Market Segment Dimensions there are common market segment
dimensions for consumer and B2B markets. Following are two lists containing sample dimensions
that can be used to slice and dice our company consumer or B2B apartment markets. Be very
transporteful when selecting our company dimensions, as these parameters will form the basis for
defining our company target markets.

Task 03
He difference between benefits vs. features

The feature of a fast internet connection provides the the benefit of being able to find our company
way when our company're lost.

A fast internet connection is a feature, but the ability to quickly find our company way when our
company’re lost is a benefit.

Features are defined as surface statements about our company apartment, such as what it can do,
its dimensions and specs and so on.

Benefits, by definition, show the end result of what an apartment can actually accomplish for the
reader.

It can be difficult to tell the difference between the two, as many features might sound like benefits.
For example, saying that a cell phone has a fast internet connection is actually showcasing a
feature, not a benefit. A benefit of fast internet would be the ability to quickly get directions when
our company’re lost (before our company become even more lost).

Our company should also never confuse either a feature or a benefit with an advantage. Advantages
are like the intermediary between features and benefits; they are effectively what the feature does
to eventually result in a benefit. For example, a 4G internet connection (feature) means that our
company can access web applications in a shorter amount of time (advantage), which means that
our company can quickly and easily find our company way home when our company’re lost
(benefit). Be sure to make the distinction and understand the relationship between features,
advantages and benefits.

The biggest difference between features and benefits is that the latter affect an emotional level that
audiences can relate to. The fast internet feature sounds vaguely positive, but on its own, there’s
no strong, immediate reason why it’s positive. Meanwhile, almost every audience can emphasize
with being lost and wanting an immediate solution to the problem.

Here’s another example: a roof sheathing service that offers a “radiant barrier” would need to
clarify that feature by pointing out the benefit: a cooler home in the summer and a smaller energy
bill.

Real Estate Flyer Example with Features and Benefits

This example real estate flyer for a house points out both its features (a radiant barrier) and the
associated benefits (a cooler home in the summer and a smaller energy bill). Photo Credit: Tiffany
Amore

Why feature-only marketing is ineffective

Generally speaking, it’s better to “show” versus “tell”–show our company audience the benefits
of our company apartment vs. tell them about the features.

Since features work on a factual level rather than an emotional one, they’re often confusing or hard
for a customer to understand. For example, the technical specs on a laptop might not make sense
to a customer unless they’re familiar with computers. However, the benefit of having a fast laptop
that can store a lot of photos, videos and music is something that any computer owner can relate
to.
A transport's ability to go "fast" is a feature, but that's not necessarily a positive thing without a
clear benefit.

A transport’s ability to go “fast” is a feature, but that’s not necessarily a positive thing without a
clear benefit.

It’s just the nature of some features to be written in jargon that is hard for our company average
customer to fully understand. This means that a large portion of our company potential customer
base simply won’t understand our company message if our company provide nothing but technical
specifications.

The worst aspect of feature-only marketing is that it puts the burden of understanding on the reader.
The audience is left to connect the dots between the specifications our company’ve listed and how
it will benefit them. When our company leave our company audience to draw their own
conclusions, our company run the risk of them drawing the wrong ones.

If, for instance, our company market a transport as being “fast,” the audience might interpret this
as “thrilling” and “exciting,” but they could just as easily perceive it as “reckless” and “unsafe.”

Transforming features into benefits

The good news is that features can always be transformed into benefits. In fact, this process will
help our company create the strongest benefits possible. To achieve this transformation, simply
tell the audience how the feature will benefit them.

The gas mileage on a transport is a feature; the amount of money our company can save on gas is
a benefit.
Pockets on the front of a sweater is a feature; having a place for our company keys and keeping
our company hands warm in the winter are both benefits.

Home delivery is a feature; not having to interrupt our company schedule to go to the store is a
benefit.

Every one of our company apartment’s features can be turned into a benefit with a little practice.
Doing so will also help our company better understand what our company audience is looking for
in an apartment like our company’s? This will assist our company in reaching our company
audience, making sure they understand our company message, and ultimately selling our company
apartment or service.

Conclusion
The report has been review the changing perspective of the marketing planning and evaluated the
organizational capabilities to plan the future marketing activities. The report has been analyzed the
factors on marketing with the help of PEST technique. The report has been discussed the main
barriers in marketing planning of organization and suggested the possible strategies to overcome
them. The report has been developed the plan for the marketing of new product and determined
the pricing, promotion and place along with importance of marketing. The techniques have been
identified to develop the product market. Factors affecting the marketing have been discussed. The
report has been explained the influence of ethical issues on marketing and how organization can
overcome the ethical issues. The report has been presented the example of customer ethical issues
in an organization.
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