Microenvironment Customer Analysis Essay Example for Free

Microsurround Customer Analysis EssayPotential customers argon the key to the success of our point of intersection. In this analysis, we divided our customers into two subcategories Individual Customers The new trend in the hygiene industry is naturally do products as we live in a more health concerned era. T here(predicate) atomic number 18 masses who are against the negative personal effects of chemicals in products that we use in our e reallyday lives, therefore there has been an profit in consider for organic products. Because of this increasing demand in newspaper articles, on television programs and on the internet muckle are trying to share their natural homemade remedies. In the news we acquire intimately peck who explain why they would never use shampoos or soaps again for all the chemicals they regulate inside and how they affect the general health. They trey be our target customers. Our product is all natural, just corresponding they want. The only diff erence is that instead of stack making it in their houses we will mass produce it and obtain it easier to access due to different ingredients that are non actually easy to be found.Other than the product being completely organic, our promotion will focus on the charity work we will do with this product regarding myopic people. Thus, not only the health concerned people just also the people who care about the society will be targeted. People who would like to tending the unsettled female genital organ do so by buying this product. Our potential weakness here is that we whitethorn not be able to promote the product as fast as we want to. It may take whatever time for the target customers to discern about this product. An different potential weakness hardlyt be that people may approach our product with suspicion. We plan to overpower that by medical reports regarding the product. Business Customers We are supply to promote our product to non-profit organizations that hel p the poor people. As it is quick and relatively sordid, it can be utilise not only by the homelesspeople further also really poor families and children. This will create a good image for our dishonor and actually help people in need. We know that it is really painful and hard for people in our country after natural disasters much(prenominal) as earthquakes. They become in need of really simple things and hygiene can be a fibre of that. Therefore we plan on targeting organizations much(prenominal) as Kzlay to help the people in need by using our product.The amount of refugees living in camps in the cities of Turkey is really high. They are also in need of basic hygiene products that can be used dry. likewise out of our country borders, there are people who live in really poor countries and locution with many diseases because of the lack of water and hygiene. Some Turkish organizations help the people in other countries but we plan on reaching the Turkish offices of well-kn take in global organizations as well. After the agreements with the Turkish non-profit organizations, we can adopt an extension to foreign commercializes that can help the homeless people in other countries that are having problems finding clean water or hygiene related issues. One potential problem here is that we may not be able to profit from the sales to non-profit organizations. There are two possibilities first, we may have the most of our profit from the sales to our individual target customers by grassing them with higher expenses. guerilla possibility is that the sales to organizations can be so high that we would not need to change prices much. Our primary(prenominal) goal will be planning the prices accordingly for the individual customers and organizational customers in order not to have any issues regarding the continuation of production.Also the sales to non-profit organizations will be used as a tool of advertising to help the product gain recognition. This can lead to an increase in prices after on. COMPETITOR ANALYSIS A General Overview of the Competitive Position in the Turkish Market for hygiene and Personal Care Products Industry Currently, and as shown by internet websites about exporters and importers of waterless cleaning products in Turkey, the products in the Turkish market consists mainly of dry waterless washing of cars and carpets. There are no products for luggage compartment and hair. Therefore, we can assume that there is room for a successful market penetration if we conduct the right dodging. We are operating in the hygiene industry. Therefore, we can think that our direct competitors would be the other hygiene companies which are already producing the regular body and hair care products. Indeed, even though they do notproduce dry products much(prenominal) as the one we are offering, they are both the materials as well as the spoilt size, which would enable them to produce it after its launch with cheap costs.When w e look at the hygiene market in Turkey, we find the usual international players such as PG, Unilever, the Body Shop, and so on. However, the market is characterized by a strong presence of Turkish companies as well such as Komili, which belongs to Yldz Holding, Dalan, which is one of the biggest producers and exporters of soap and personal care products in Turkey, as well as Eczacba, which is one of Turkeys biggest Holdings, among others. In addition, there are some multinational companies such as Colgate Palmolive who decided to invest in Turkey through an acquisition of Hac akir, one of Turkeys most famous soap producing companies. When we talk about competition, we also need to think about the ship canal of distributing the products. Very few companies produce and disseminate their products on their own. Usually, those companies have their own shops and are international franchises such as the Body Shop, Body Care, Douglas, and Yves Rocher, among others. Most of the other compan ies prefer to sell their products through outlets such as Boyner and YKM, which are enabling customers to compare the products of many brands at the same time.Some other companies prefer to sell their products through super/hyper on the hygiene and personal care parts of some super/hyper markets such as PG and Unilever. All of those companies are relatively big and established ones. They have a strong brand name and market positioning. They also have an existing customer base and distribution chains. Producing and distributing our products by our own would therefore be not only difficult, but very unsustainable as the big players in the market would soon take on the idea if they find it profitable. We believe that the best way to counter the big competition is to try to find the market leaders, negotiate with them, and persuade them to add our products to their product range and distribute it in their stores or through their regular distribution channels.MACROENVIRONMENTDEMOGRAPHIC ENVIRONMENT Trends, Opportunities and ThreatsThe demographic environment is of major interest to marketers because it involves people, and people are the customers of our product. The existence is growing during these years and the large community poses bothopportunities and threats. Our major purpose is to identify the demographic trends and developments in order to exploit the opportunities the market offers and avoid or overcome the threats we face in the market environment. In order to build a customer-driven schema we need to decompose the changes in age and family structures, geographic population shifts, educational characteristics and population diversity. The age structure of the population is changing and our product should exploit the new market trends. For example, the so called baby boomers (people who were born after the World struggle II) are lock the wealthiest generation, but they are becoming more sensitive to environmental problems, preferring green and c heap products. This could be an hazard to exploit in order to face the severe competition. Another part of population is made up by the Generation X, which is becoming more careful about prices and grapheme of products. These people grew up in the Internet era, and they are highly connected by using smartphones and tablets.Our strategy should exploit this opportunity by advertising our product online and creating online pages and blogs through which customers can interact and share their opinions. We have to regard also the new generations which consider technology as a way of life and, because of unemployment and fiscal crisis, they are becoming more sensitive to prices. Another important trend is the geographical shifts and migratory movements between and within countries. People are moving from big cities and metropolitan areas to suburbs and micropolitan areas, away from congested places. Such population shifts are very important because people in different regions and areas b uy different products. Now customers are more careful about regional and local products and their purchases are often influenced by this factor. Therefore our customer-driven strategy has to exploit this trend by differentiating our product from the others not only in margin of natural ingredients, but also in term of local features.Further during these years the population is becoming better improve in developed countries therefore the rising number of high-educated people will affect what customers buy and how they buy. scarce in many emerging markets, like in the third-world countries and undeveloped nations, people continue to live in bad conditions, without sufficient education and hygiene. Our product could be viewed as an opportunity for this base of consumers, for example for homeless people, refugees all over the world and people who are not ableto take a shower because of lack of water. Lastly, countries are becoming more global and people from different nations and cu ltures are often variety together into a single, more homogenous whole.However, many of these groups have maintained their diversity in term of ethnic and cultural differences. Therefore marketers need to keep in mind the features of the new global markets but at the same time valuing and respecting diversity between different cultures. For example, our strategy should include specially knowing ads to one or more of these groups. We should also diversify our promotion programs in order to take good of these differences and make our customers more involved in our marketing plan.-ECONOMIC ENVIRONMENT Trends, Opportunities and ThreatsThe economic environment is an important macro instruction environmental force that has a strong impact on every industry, especially in evolution countries such as turkey. After the global recession, which occurred in 2009, the Turkish government has been working hard in order to stabilize the economy of the country. By effect, the GDP grew by 4% sin ce 2009, now measuring 820 zillion dollar, making it the 17th country worldwide. The stabilization of the economy has raised confidence in investors, which are very much welcome from the government to make direct investments. Also Customers are more willing to drop dead money and this is leading to an increase in shopping, mainly in big cities such as Istanbul, capital of Turkey and zmir. This trend is very positive for our prospective, since the retail industry is one of our main selling markets. Since the economy is more stable, we are able to make more accurate forecasts about the market, and making relevant decisions about the price and the other four Ps of Marketing (Promotion, Place, and Product).In fact we can make better decisions about the quantity of products we need to produce and how we are going to promote it, since more people are concerned in going into shopping malls and shopping areas. Taking a look over the exchange pass judgment we can observe they are quite un stable this is leading to a positive trade correspondence of Turkey. This means that is easy to export rather than import, which we can take in consideration for a accomplishable future expansion of our product in other countries. Income distribution in Turkey is still unfair, with basically few people owning the most of the money. We can take advantage of this situation, since our target market are the poorand the needy, by competing with our low cost product and improving their life conditions. Overall Turkish economic environment is favorable to our purposes and we can expect the market of the hygiene industry to grow. Also, the increase of the economy can lead to untapped opportunities and to a growth of demand for our product.TECHNOLOGICAL ENVIRONMENTTrends, Opportunities and Threats The body hygiene products are not what they used to be. In the past, the cleansing agent was soap, which could dry out your scalp and leave a methamphetamine that doesnt rinse away.Today techno logy for hair and body care products has changed, even though there is still a lot to be done. Which is exactly what we did by coming up with this product. For example, almost all shampoos and body hygiene products nowadays contain chemicals like silicones that give a hair and skin soft feel, and help it retain moisture. This is not healthy or natural and has negative effects. These days, people are more conscious about what goes on with their skin and hair because they know that using chemicals like silicones and alcohol has bad effects on skin, hair and general body health. Therefore, technological environment is also changing according to peoples demand more on healthier body hygiene products. Since technology for this industry is changing, and growing, we will use this opportunity and develop our healthy hair and body care product avoiding harmful chemicals.