According to Kotler and Armstrong (2018), marketing is “the process of engaging customers and building profitable customer relationships by creating value for customers and capturing value in return”.

For this week’s discussion, you will select a corporate brand and work together in a small group analyzing environmental factors that impact real-world marketing strategic decisions.

Discuss

First, scan the listing of company brands identified in the discussion topics below. Separate discussion threads were created by your instructor for each of the brands. Select a thread with a brand you are interested in and work in small groups (4) of your peers. If a discussion thread already has 4 people, select another company brand to research and participate.

After selecting a company brand, review the associated case study in Strategic Marketing (Abratt & Bendixen, 2018) (Links to an external site.) accessed from the Hunt Library. Use the case study content as a starting point, but feel free to extend your environmental analysis beyond the case content.

Begin brainstorming microenvironment, macroenvironment, and global marketing environment factors that impact the brand. In your initial post, share 2-3 environmental forces (not already identified) and discuss how they affect marketing decisions.

Respond

Continue interacting with the peers in your small group. How would you recommend the company respond to the environmental forces (keeping in mind the goal to create customer value)?

After posting in your small group discussion, feel free to review and make comments in any of the other group discussions.