Internal Marketing Environment

MEN (Labor/Labor).
MONEY (Finances).
MACHINERY (Equipment).
MINUTES (Time).
MATERIALS (Factors of Production).
How is our marketing team organized?
o Marketing Department and all departments is organized in a way that all tasks are
properly allocated according to their job description. Their availability of the task
depends on their knowledge and capability.
How efficient is our marketing team?
o Efficiency can be measured by punctuality; meeting deadlines, organizing new
product launching and the like. Our Marketing team is honest and admitted that
they do have some errors in their part; delays in deadlines and launches but they
tried their best to produce the best output. They plan in advance, they know their
goals and how to obtain it, and their marketing initiative is planned prior to
product introduction.
How effective is our marketing team?
o I can measure their effectiveness by getting the percentage of their task
completion ratio. Every time Chevrolet launches a new segment in the market,
Marketing Departments top priority is to make that happen and since 2010 all
segments are successfully launched.
How does our marketing team interface with other organizations and internal functions?
o Honestly, Chevrolet has a small working place compared to other companies and
yes in terms of physical structure it is very disadvantageous but in the other hand
building corporate relationship with others is very positive. I can say that they
have harmonious relationship because communication is just a cubicle away.
How effective are we at Customer Relationship Management (CRM)?
o JD power is a private research organization who conducts studies about CSI or
Costumer Satisfaction Index (how agent handles consumer, how costumer service
attend to consumers complain), and in 2011, Chevrolet was awarded as the top
Car Company who exemplifies in establishing Costumer Relationship before and
after sale. Considering that during those times, Chevrolet is only at their 2
nd
year
of existence as an independent company.
What is the state of our marketing planning process?
Is our marketing planning information current and accurate?
Yes, information is very essential especially in competing with other products; this is
your leverage to your competitors. It is a must that you have current and accurate to keep-
up with the completion in the market. For an instance, we would launch a new car, before
introducing it to the market it undergoes with several stages, road test, product planning
(comparison of products), product development, surveys and the like.
What is the current state of New Product Development? (Product)
How profitable is our product portfolio? (Product)
We admit that we are still short in our product line-up, but they are trying their best to
bring the complete line-up here in the Philippines. Even though we cut short on our
product portfolio still they are meeting their projected sales for the year. The probability
is satisfactory.
Are we pricing in the right way? (Price)
Yes, before introducing a new product in the market the Product Development
Department see to it that the needed changes in parts of a car is available in our country.
They needed to check the availability and pricing of the parts; is it too expensive
compared to the totality of the whole product?
How effective and efficient is distribution? (Place)
I can rate this as fair, as of 2012; we have 17 dealers all over the Philippines. We have 9
dealers in Metro Manila; Alabang, Makati, Greenhills, Otis-Manila, Commonwealth,
Pasig, Quezon Avenue and Shaw Blvd. In Luzon; Dagupan, Laguna, Nueva Ecija and
Pampanga, in Visayas; Bacolod, Cebu, IloIlo and Tacloban and in Mindanao, we have
two Cagayan de Oro and Davao. I mentioned all the locations because I believe that we
have enough branches to distribute products and to cater all Filipinos, Yes, it is lesser
compared to other car companies but we are still expanding and we foresee that 3 more
branches will open this year.
Are we getting our marketing communications right? (Promotion)
Yes, in terms of informing people we have new products and promos we believe that our
message is sent to all. In terms of launching new products we believe that we are hiring
right people with the right job.
Do we have the right people facing our customers? (People)
I can proudly say yes, as I mentioned we top the JD Powers surveys of having the best
service offered before and after purchasing a car. I believed that the people who are
handling the consumer are the key factor why we rank as the number 1 car company who
stand out in terms of giving services. We believe that we put the right person in the right
job.
How effective are our customer facing processes? (Process)
If a consumer is satisfied with your service, you will see him leave your building with a
smile in his face, but we think that satisfying them is just too plain simple. We want to
reach the higher level of satisfaction by delighting them with our services. A costumer
who leaves your building satisfied will have a smile in his face, but a person satisfied and
delighted with your services will have smile and brand loyalty to your product. For
example if others are offering coffee to their consumer while waiting, why not give him
an espresso or frap.
What is the state of our business's physical evidence? (Physical Evidence)




2. The External Marketing Environment.
As a market orientated organization, we must start by asking - What is the nature of our
'customer?' Such as:

Their needs and how we satisfy them.
Small packaging and sachet market is always a hit here in the Philippines, Filipinos want
compact, practical and convenient. Just like the small packaging products, a new car
segment is trending, the small car segment. It is smaller than a typical sedan with a lower
specs ideal for city driving. Filipinos liked it not just because it is more convenient but
also it is very cheap, best for first timer owner or employees who just started and want to
have a car.
Their buyer decision process and consumer behavior.
The idea of being convenient, cheap, and practical is enough to attract buyers. Even so
we need to promote them for information purposes.
Their perception of our brand, and loyalty to it.
For me we can top the segment in time, the sales are good and brand equity is
progressing.

The nature of segmentation, targeting and positioning in our markets.


What customers 'value' and how we provide that 'value?'
Their value satisfaction can be measured by the service you provide them, if you
successfully provide them a satisfactory and delightful service then brand loyalty might
be achieved. Every consumer value can be equated by a good quality of service, are you
sensitive with their need? Do you respond to their need appropriately? Do you go to the
extra mile in giving them satisfaction?

What is the nature of competition in our target markets?
The nature of the completion is like any other, if you are a competitor you want to have
the leverage in every way. You want your product to top your segment, you want to attain
you projected sale or go beyond your expectation.

Our competitors' level of profitability.
Their number/concentration.
The relative strengths and weaknesses of competition.
Strengths:
Of course all products are open for improvements to better satisfy consumer, it up to
them to see that improvement needed. Their strength is that they are willing to accept
their inadequate side and make room for adjustment.

Weakness:
Their weakness is not establishing their right position in the market, they neglect to
concentrate a target market, and hence they dont know how to improve their product.
The marketing plans and strategies of our competition.
What is the cultural nature of the environment(s)?
Since the demographical setting is in the Philippines we can assume that the nature of
their culture is base in the Philippines. Thus, most Filipinos developed colonial mentality.
Filipino consumers often patronize imported products since they have the mentality that
those products were better in quality and they use those products to boast their financial
capacity.

Beliefs and religions.
The standards and average levels of education.

The evolving lifestyles of our target consumers.
Most students and first time employers have a simple lifestyle. In terms of choosing a
product, they consider what's practical because of their limited financial capacity.
However, although they are practical, once their financial capacity enlarges, they will
also choose to upgrade what products they have.

The nature of consumerism in our target markets.

What is the demography of our consumers? Such as average age, levels of population,
gender make up, and so on. How does technology play a part?

Since we are targeting the student and fresh graduate, the age bracket is 18 to 23.
According to "Tagalog Lang", a research website base in Philippine demographic set-up,
12.9 million were enrolled in primary level and 6 million continued up to tertiary level, as
of 2002 to 2003 survey (the most recent study found and establish). So if we are relying
in those data, we are facing a target of 13.75 of the totality of the Filipino.
We are the so called "the age of modernity" and we have a fast trending technologies. We
are easily adopting new products, and we are infatuated with their features. According to
"abs-cbn business section" in 2011 we reached more than a hundred percent of mobile
subscriber. We have 85.2 million population as of 2012 and the recent data shows that
there is a total of 117 million user of mobile phone, we can assume that some of that
population are using more than 1 mobile phone, that is how we live day by day with
technologies in our life.

The level of adoption of mobile and Internet technologies.
If we can base our data from my previous statement it clearly show that we are 100
percent "technology driven civilization". It is funny that the question is level of mobile
and internet technologies, and the fact that a very visible sample of how modern
technologies make its way to our personal life is that now they can access internet to
mobile phone hassle free.

The way in which goods are manufactured.
As Ive said we are a technology driven society, it means we are using technology to
produce technology. Have you seen the segment in the History Channel the title is
"Modern Marvels"? It is a clear vision of how advance we are in terms of producing
simple items.

Information systems.
One advantage of internet in mobile phone is the easy accessibility of information
without using
Marketing communications uses of technology and media.
What is the economic condition of our markets?

Levels of average disposable income.
Taxation policy in the target market.
We have two target markets, the student and the fresh graduate. We can assume that there
is no direct tax in student segment. In the other hand fresh graduate are the common new
employees, so we have income tax for them.
Economic indicators such as inflation levels, interest rates, exchange rates and
unemployment.

Is the political and legal landscape changing in any way?

Laws, for example, copyright and patents.
Levels of regulation such as quotas or tariffs.
Labor/labor laws such as minimum wage legislation.