thesis Critical external factors affecting on company s marketing

thesis Critical external factors affecting on company’s marketing decisions Arina Zdravkova Olga Semakova Sergei Andaykin

Structure of research ØDefinition of the problem; ØAnalysis of secondary and primary information; ØAnalysis of the data; Ø Conclusion

Research questions üPossible critical situations, reasons? üThe most important consequences for company? üHow to solve these problems ?

Company External factors

external factors: COMPANY economic factors technology competitors social-culture factors politics environmental disasters

economic factors (global crisis)

political influence

competitors

natural disasters

new technologies

The main goal: to analyze the macro environment of companies, to identify critical factors and to consider the company’s behavior in current conditions

Practical example:

Sony uses its brand on all sorts of products: televisions, cameras, computers, music players, digital book readers and toys. The key problems/issues of Sony: vslowing down of sales and revenues; vcost cuttings; vmoving factories in Asia; vcooperation between divisions and efficient management; vcompetitor’s activity (Apple, Samsung, LG)

Report

Types of sources: Ø Academic journals; Ø New articles, abstracts, academic opinions, theses; Ø Books; Ø Information from the Internet, including search engine Google Scholar and data bases.

than. Ks for Your attention!!