Launching a Womens Magazine Assignment Example | Topics and Well Written Essays - 4000 words

Launching a Womens Magazine - Assignment ExampleThe marketing environment being essentially dynamic, it is essential for the organisation to reinforcement up with the changes (Marketing environs 2004, p.34). The marketing environment comprises of forces that ar internal and external to its marketing functions. Internal forces are those that are inherent to the organisation and hence, piece of ass be controlled by the organisation. External forces affect the industry as a whole and cannot be controlled by individual organisations. It is imperative for an organisation to predict, recognise, analyse and understand these forces, and strategically plan its marketing activities.Macro-environmental factors include political, economical, social and technological factors along with demographic, cultural and legal factors that affect a marketing environment. Government policies, political stability, legislations, and prevailing domestic politics and international politics are factors that can affect the publishing industry. Economic factors of a region greatly influence the purchasing power affinity (PPP) of that region. The higher the purchasing power parity in a region, the higher its buying potential (Marketing Environment 2004, p.41). The socio-cultural forces refer to the attitudes, beliefs, norms, values and lifestyles of individuals in a society. These forces can present opportunities and pose threats to the magazine sector of the industry. change magnitude health challenges can lead to increasing sales of healthcare-related literature. Technology shapes needs as well as helps bring down prices. Technology also helps easy distribution of products. Technology has revolutionized advertising, and launching such a superior product as a womens magazine essentially needs promotion with high quality, inventive advertisements. Some macro-environmental factors that affect the introduction of a new womens magazine into the market can be cited here. The potential th reat of an EU-wide imposition of VAT on books and magazines can greatly affect the market of a new womens magazine. The Office of Fair Trading has recommended that the distribution of magazines should be opened up to greater rivalry (PEST compendium n.d., p.17). Under the initiative of The Reading Agency, funded by the Government, the year 2008 was announced as a National course of instruction of Reading to encourage reading among the younger people (PEST analysis n.d., p.18). This is likely to have a significant impact on the market of a new womens magazine, and the possibility has to be thoroughly explored. Publishers rights regarding territories where they are allowed to distribute their publications are also factors that have to be looked into while launching a new womens magazine.3. Micro-environmental factorsMicro-environmental factors are those external factors that are close to the company that affect its ability to serve its customers (Marshall n.d.). The micro-environ mental factors include mainly suppliers, marketing intermediaries, competition and customers. Suppliers provide the resources that are needed to produce the products. They form an important link in the value address system (Marshall n.d.). Increase in raw material prices will affect the cost of production, which will inescapably lead to an increase in price. This can affect the marketing environment negatively. Maintaining close relationships