Marketing Environmental Scan  

Marketing Plan: Marketing Environmental Scan

A marketing environmental scan is the process of continually acquiring information about events occurring outside an organization to identify trends, opportunities, and threats to a business. For your marketing plan, you can begin by conducting Step 1 of a marketing environmental scan: collect the facts and identify trends that affect your industry. (Note: Fields are expandable in this worksheet – do not limit yourself to one page.)

                                       Product Category:                                  ____             .

NOTE: For this activity, begin by drawing on the personal knowledge of all team members regarding the product category. After that informal research, you will need to conduct secondary marketing research to validate these observations and to gain further insights.

Competitive Forces: new brands or changing products from direct and indirect competitors that can satisfy consumer needs; type of competition …

Regulatory Forces: new or changing restrictions placed on this category of products or marketing practices by government and industry associations (laws, regulations, guidelines, industry standards …)

Economic Forces:Macroeconomic forces (changes in inflation rate, unemployment rate, economic growth rate …) Microeconomic forces (how supply & demand is affected by trends in individual, household, and company decisions to purchase …)

Socio-Cultural Forces:changes and trends in cultural values, ideas, attitudes, morals, beliefs…

Technological Forces:new inventions, innovations, and trends in how consumers integrate technology into their lives…

Demographic Forces: changes in demography:trends in age, ethnicity, income, education, occupation …