External Environment
Macro environment
Factors beyond my control
Factors that affect everyone in the industry
PESTLE analysis
What is happening in the environment NOW?
What will happen in the life of the strategy?
Micro environment
Factors affecting me differently depending on my business model
Porter 5 Forces
5 C of
Competition, channel, costs, customers, communications.
PEST (Macro Environment
Step 1. Gathering information about political, economic, social and technological changes + any other factor(s).
Step 2. Identifying which of the PEST factors represent opportunities or threats.
PEST / PESTLE / SLEPT / STEP
Consider RIM (or Blackberry)
For each part of the PEST analysis discuss in your groups which one issue your group feels will have the biggest impact on the company PEST / PESTLE / SLEPT / STEP
Consider RIM (or Blackberry)
For each part of the PEST analysis discuss in your groups which one issue your group feels will have the biggest impact on the company
Making decisions, managing risk and uncertainty
"Reports that say something hasn't happened are always interesting to me, because, as we know, there are known knowns, these are things we know we know. We also know there are known unknowns; that is to say, we know there are some things we do not know. But there are also unknown unknowns - the ones we don't know we don't know."
example:
Nigeria is the second largest market for Guinness Foreign Extra Stout in the world.
Guinness Foreign Extra Stout was first produced in Nigeria in 1962 in the Ikeja factory, the foremost brewery in Nigeria, Guinness Nigeria Plc. For over 60 years Guinness Foreign Extra Stout has been sold in Nigeria making it one of the most loved brands in the country.
The basic raw materials Maize,
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ABSTRACT This is a report investigating and analyzing main marketing activities of Guinness- Diageo. An examination of the organization's orientation was analysed, strengths, weaknesses, opportunities and threats peculiar to Guinness Diageo was reviewed in comparison with academic literatures. The competitive advantage Guinness Diageo has over its competitors was reviewed and the impact, positive and negative, of the organization's marketing mix was subsequently evaluated. BACKGROUND OF DIAGEO Diageo…
study, so what more fitting company to research than Guinness. The history of Guinness is rather long, so I have highlighted some of the largest events in bold. In 1725 Arthur Guinness was born in Celbrige, County Kildare, Ireland. In 1752 the Arch Bishop of Cashel who is Arthur Guinness’ god father, passes and leaves Arthur 147usd in his will. Three years later he sets up business as a brewer about 11 miles from Dublin. By 1759 Arthur Guinness signed a 9000 year lease on an unused brewery at Saint…