If the answer is not, keep reading, why are we going to address the comments and French Polynesia Email List e-mails received as a result of the publication of the Marketing Plan post series as an essential business management tool . A new line of post focused on explaining the key and essential tools that every marketing plan must contain. Describing in detail how to do them. We will address among other tools: the Pest or Plague matrix, SWOT analysis, Balance Score Card, CAME, Porter’s 5 forces graph, positioning maps, sales forecasts … To contextualize, we will recall that in the post Marketing Plan (II): analysis of the environment , let’s start at the beginning , we explained a methodology to follow in order to analyze the environment that directly affects our company. Giving definitions of key concepts and ideas, for the correct analysis. In this post we are going to take a step further, complementing and explaining this very simple, but synthetic and visual tool. The Pest analysis will facilitate the analysis and subsequent decision-making about the environment.
What is Pest or the Pest matrix For those who did not read the environment post, briefly comment that within any strategic analysis process, for the study of those general factors that affect the company’s environment, we will find the PEST matrix. Factors abbreviation: Politicians. Economical. Social. Technological Although you can incorporate more factors such as legal, ecological … This Pest matrix is specifically designed to analyze the changes suffered in the environment that will affect a company or business unit. In this way, by analyzing how these factors change, companies will be able to design their strategies to adapt, defend themselves or take advantage of the major trends that will affect the entire sector or market.
Once we have finished analyzing the environment, at a macro level (the micro level would be carried out later) of those variables that most affect our company: political, economic, socio-cultural, legal, environmental, technological, judicial … eu phone number we must organize and prioritize all the indicators or factors of each of the areas, establishing two measuring ranges: 1.- Order of relevance of the indicator. 2.- Probability it has of causing a greater effect on our environment, sector or company. Once we have these lists ready, we will select the most important indicators for each of the analyzed environments and group them in a table. As an example: Let’s imagine that we are developing a marketing plan for a golf course located in the province of Malaga. We have analyzed the environment, extracted the indicators and arranged them as we have commented previously.