Learning objectives To understand the challenges and practical problems associated with environmental scanning and monitoring To define

ne and scope the market to scan To use a range of methods and tools to help with environmental analysis To begin the process of analysing your sector and market

 Social, green and digital marketing Customer power and ethical

consumption Collaboration, disintermediation and competition

Task 1: What type of changes are happening at your business/industry? What are the different changes in your business that are not mentioned?

Assessing the marketplace Industrial level sensing Trend analysis Expert forecast (secondary data: interview, reports, news)

Discuss: What are the key issues and debates in your businesss micro environment?

 Highlight

and identify the significance of the possible impact on your business Plan for the likely for those may have a significant impact Reject the unlikely or less significant.

Competitive analysis: Porters Five Force McDonald and Dunbars (2004) market maps.

 Read

journal articles by Michael E. Porter, 1)The five competitive forces shape strategy 2)How competitive forces shape strategy

Relating to Porters Five Forces theory, use competitor analysis to conduct a competitive analyse for your industry/sector; 1) Highlight the impact of these competitive forces to your company. 2) Discuss: Why is competitive analysis so important?

Task 3: What are the implications of competing for time and attention in your market? How might your marketing strategies and tactics have to change to accommodate the above?

Considering your organisation, how do these two themes impact on the way your business operates? How do these changes impact the business strategy? How do they impact on your customers and suppliers? How does it impact the marketing professional?

An example of CSR as a differentiator

CSR policies making New product development planning CSR activities development skills training Cross functional communication and implementation of CSR policies

Other issues Environment Ethical trading Ethical marketing Diversity Community

Assess yourself against the scale of CSR strategy and the implications it has for your business How is the emerging CSR agenda impacting on your sector? What are the opportunities and threats it might generate?

Five areas of challenge for M&S to face as retailer: Climate change Waste Sustainable Raw Materials Health Being a Fair Partner Answer the following questions:
1. How is the emerging CSR agenda impacting on your sector? 2. What are the opportunities and threats it might generate?

Ethical marketing Code of conduct Sector specific

Also consider: How this may change in the future How your business react those changes How individual react to those changes?

The role of marketing professionals Conducting market research Assessing the customer needs and changes in the marketplace Predicting trends, opportunities and threats New skills development for individual: reacting to change and preparing for future

Who are the key names/authors? Why are they discussing those trends / issues? What is the latest theory/discussion/debate in the specific sector/field? How would you react to those issues as marketer?

Identify the key themes( two themes) What is the relationship between the two themes? What is the impact at organisational level? What is the impact at individual level? What are your recommendations?

Read article: Triple bottom line, in relation to your own organization, discuss (5 mins) : What are the risks/benefits associated with the emerging themes? What are the business strategies explored in the paper?