IMT GHAZIABAD |
Social Environment |
Group No. 5 – Section C
1.0 Introduction 2
2.0 Factors affecting the Social Environment 3
2.1 Population Migration from Rural to Urban Areas 3
2.2 Spread of Literacy 5
2.3 Changing Roles & Responsibilities of Men and Women 6
2.4 Social Media Awareness 7
2.5 Increasing health consciousness 7
2.6 Increasing interest in Male Grooming 7
3.0 Company Analysis – L’Oreal 8
3.1 Impact on Marketing Opportunities 9
3.2 Ethical Aspects of Marketing Opportunities 9
4.0 References 10
Environment Scanning – Social Environment
Society is made up of people, groups, networks, institutions, organizations and systems. These aspects of society may include local, national and international patterns of relationships. People belong to informal and formal groups, and within and between these groups there are patterns of interactions. Many businesses operate in environments where important forces change.
Changes in the marketing environment are a source of both opportunities and threats which need to be managed. The process of continually acquiring information on events occurring outside the organization to identify and interpret potential trends is called Environmental Scanning. Environmental trends typically arise from five sources: social, economic, technological, competitive, and regulatory forces.
The social forces of the environment include the demographic characteristics of the population and its values. Changes in these forces can have a dramatic impact on marketing strategy. The trends identified by scanning social environment may include –
* Shifting of social networks and social media to mainstream forms of communication for consumers
* Increasing expectation for authentic and experiential relationships with companies and brands
* Growing concern for environmental impact and sustainability
2.0 Factors affecting...