Analyzing Marketing Opportunities

Opportunities have to be analyzed and capture to make the profits. Changing market opportunities have be explored and pursued.

To correctly recognize opportunities and monitor threats, the company have to begin with a thorough understanding of marketing environment in which firm operates. Marketing environment consist all the actors and forces outside the marketing that affect marketing management's ability to maintain and develop successful relationships by its target customers. Though these factors and forces can vary depending on specific company and industrial group, they may be divided into broad micro environmental and macro environmental components generally. For most of the companies, the micro environmental components are:  company, marketing channel firms (intermediaries), suppliers, customer markets, publics and competitors.

Macro environmental components are thought to be: economic, technological, natural, demographic, political, and cultural forces. The wise marketing manager knows very well that he or she can't always affect environmental forces. Although, smart managers can take a proactive, instead of reactive, approach to the marketing environment.

Since marketing management collect and processes data on these environments, they have to be ever alert in their efforts to apply what they learn to the developing opportunities and dealing with the threats. Studies have shown that admirable companies not just have a keen sense of customer but an approval of the environmental forces swirling around them. By continually looking at the dynamic changes that are taking place in the aforementioned environments, companies are better prepared  to  adapt  change,  prepare  long-range  strategy,  meet  the  requirements  of  today's  and tomorrow's  customers,  and  compete  along  the  intense  competition  present  in  the  global marketplace.