markma marcelo chapter3_images

Chapter 3:

Gathering Information andScanning the Environment

Inspired by the “taxi story”.. a decade ago.

Gathering Information:

I need to go to SM Co and CCP

Internal Records

Market Intelligence

Market Research

Gathering Information:

Internal Records

Gathering Information:

Internal Records

Market Intelligence

Gathering Information:

Internal Records

Market Intelligence

Market Research

Gathering Information: Types of Research data

I was at RoadX. There was heavy traffic.

Primary data.

Traffic is light at Road Y.

Secondary data.

Gathering Information:

Okay, let’s take Road Y

Market Analysis

Scanning the Environment:Micro and Macro Environment

Co

Scanning the Environment: Micro Environment

need to get

Supplies to help

Market my

Company

Co

CCP

Scanning the Environment: Micro Environment

need to get

Supplies to help

Market my

Company

We joined a

Competition about today’s

Customers. It is open to the

Public.

CCP…

Scanning the Environment:

Inside

Macro Environment

Scanning the Environment: Macro Environment

De

CultureEconomicNaturalTechnology

DemographicsPolitical

CENT Po

Co

CCP

CENT DePo

MIS

Gathering Information and Scanning the Environment

Thank you!