Marketing Planning and Practice
aman_2910
Week3TutorialMicroenvironmentalanalysis.pptxMarketing Planning and Practice UMKDQD-15-2 Week 3 Tutorial
Presented by
MPP Teaching Team
w/c 22 February 2021
Plan for Today’s Tutorial
Questions arising from week 1
Preparing for your insight analysis
Opportunity for any questions arising from the tutorial or general questions around the module
Any Questions?
Preparing for Insight Analysis
Have you written your background section – if not make this a priority to complete
Next…
Do you feel comfortable about the models?
No? On the next slide are some links to videos to help you
The Models
There are a range of models you might wish to use to support your analysis. If you aren’t sure about these here are some video links explaining them.
Conducting a PESTEL analysis
Conducting a Porter’s 5 Forces analysis
Conducting a TOWS analysis
Preparing for Insight Analysis
Yes?
Have you found some useful sources for your PESTEL (from last week) and for your micro analysis?
Do you need some further help on researching?
On the next slide are useful links on using the library databases and using this information
Research
Using library databases
https://www1.uwe.ac.uk/library/usingthelibrary/searchforthingsa-z/databases/information.aspx
Business and Management resources
https://www1.uwe.ac.uk/library/yoursubject/businessandmanagement.aspx
Evaluating information
http://academicskills.uwe.ac.uk/general/workbooks/evaluating-information/3436/introduction
Finding Information
Finding information requires wide research…this is deliberate!
Some information is up-to-date but some is dated
Encourages the use of researching different sources (not just market reports) to learn about the category
It won’t be perfect…in the real world it rarely is!
You really need to develop this skill for year 3
Business Source Complete
Covers UK and international business, management and economics issues across a range of sectors including construction, IT, education, and health.
Provides full-text journal articles; market, company & industry sector reports; and country intelligence.
Most of the journals on the database are included in UWE Library search.
A really useful database (not just for this module!)
Business Source Complete
A short introduction video to searching using Business Source Complete
Login to Business Source
Business Source Complete
Works for all option organisations
You can research market sectors too e.g. body care
You can also research key competitors to find information too
Can use the ‘AND’ ‘OR’ (drop down)
to refine further
e.g. UK to restrict results
Activity
Go onto the Library website and go to Databases
Find Business Source Complete and access the database
In the top search box type ‘Beats’ – what do you get?
Now type ‘Beats Electronics’ – does this refine your search more effectively?
Now try the search for your chosen organisation
Finding Sources
There are many resources that can help you
You may have to try different terms to find what you need
Remember to use a range of sources including market reports and publications as well as academic books and journals to support your marketing plan
Any Questions?
Next Week
Read/listen to the video of the lectures before your tutorial/webinar each week
Continue to progress with the ‘insight’ section of the plan
We will consider how to write objectives
15
