Microenvironment Customer Analysis Essay

Potential customers ar the key to the success of our increase. In this analysis, we divided our customers into two subcategories Individual Customers The new abbreviate in the hygienics industriousness is naturally made crossings as we live in a more health concerned era. thither atomic number 18 deal who be against the negative effects of chemicals in products that we subprogram in our e actuallyday lives, thus there has been an increase in aim for organic products. Because of this increasing demand in watchwordpaper articles, on television programs and on the internet batch atomic number 18 trying to shargon their natural homemade remedies. In the news we read or so muckle who explain why they would never use shampoos or mucks again for all the chemicals they put inside and how they affect the normal health. They entrust be our target customers. Our product is all natural, just homogeneous they want. The that difference is that instead of flock making it in their houses we al wretched mass produce it and decl ar it easier to access due to different ingredients that are not really easy to be found.Other than the product universe completely organic, our promotion lead focus on the charity feed we go out do with this product regarding poor people. Thus, not only the health concerned people only if withal the people who care closely the society will be targeted. People who would equivalent to support the dispossessed give the bounce do so by buying this product. Our potential impuissance here is that we may not be fit to kindle the product as fast as we want to. It may transfer somewhat time for the target customers to agnise virtually this product. An otherwise potential helplessness can be that people may approach our product with suspicion. We invention to overcome that by medical reports regarding the product. Business Customers We are planning to labor our product to non-profit organizations that help the poor people. As it is quick and relatively cheap, it can be used not only by the homelesspeople but to a fault really poor families and children. This will create a good im grow for our brand and actually help people in carry. We know that it is really painful and to a great extent for people in our coarse after natural disasters such as earthquakes. They become in need of really simple things and hygiene can be a region of that. thence we plan on targeting organizations such as Kzlay to help the people in need by utilize our product.The amount of refugees living in camps in the cities of misfire is really high. They are also in need of basic hygiene products that can be used change. Also out of our res publica b arrangements, there are people who live in really poor countries and face with many diseases because of the neediness of water and hygiene. some(a) Turkish organizations help the people in other countries but we plan on reaching the Turkish offices of well-kn cause o rbiculate organizations as well. After the agreements with the Turkish non-profit organizations, we can substantiate an extension to external trades that can help the homeless people in other countries that are having problems queueing clean water or hygiene related issues. adept 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 prepare the most of our profit from the sales to our individual target customers by food marketing them with higher prices. Second possibility is that the sales to organizations can be so high that we would not need to change prices much. Our main goal will be planning the prices tallyly for the individual customers and organizational customers in holy order not to deal 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 t o an increase in prices later on 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 dud, the products in the Turkish market consists mainly of dry waterless washing of cars and carpets. There are no products for dead body and pilus. thus, we can assume that there is agency for a successful market penetration if we choose the right dodge. 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 such as the one we are offering, they are twain the materials as well as the big size, which would enable them to produce it after its absorb with cheap costs.When we look at the hygiene market in T urkey, we find the usual international players such as P&G, Unilever, the tree trunk 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 noteworthy soap producing companies. When we talk about argument, we also need to think about the ways of distributing the products. Very few companies produce and distribute their products on their own. Usually, those companies charter their own shops and are international franchises such as the Body Shop, Body Care, Douglas, and Yves Rocher, among others. Most of the other companies prefer to sell their p roducts 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 P&G and Unilever. All of those companies are relatively big and found ones. They have a strong brand name and market positioning. They also have an existing customer etymon and scattering 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 vagary 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, Oppor tunities and ThreatsThe demographic surroundings is of major interest to marketers because it involves people, and people are the customers of our product. The population is growing during these years and the large population poses bothopportunities and threats. Our major purpose is to identify the demographic trends and shootments in order to forge the opportunities the market offers and avoid or overcome the threats we face in the market environment. In order to build a customer-driven strategy we need to tumble 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 War II) are suave the wealthiest generation, but they are becoming more mad to environmental problems, preferring green and cheap products. This could be an opportun ity to exploit in order to face the severe competition. Another part of population is made up by the Generation X, which is becoming more wary about prices and quality of products. These people grew up in the Internet era, and they are extremely 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 engineering as a way of life and, because of unemployment and financial crisis, they are becoming more sensitive to prices. Another important trend is the geographical shifts and migratory movements between and in spite of appearance countries. People are moving from big cities and metropolitan areas to suburbs and micropolitan areas, away from congest places. Such population shifts are very important because people in different regions and areas buy different pro ducts. Now customers are more careful about regional and local products and their purchases are a lot influenced by this factor. Therefore our customer-driven strategy has to exploit this trend by differentiating our product from the others not only in consideration of natural ingredients, but also in term of local features.Further during these years the population is becoming separate better in developed countries therefore the rising number of high-educated people will affect what customers buy and how they buy. But in many emerging markets, worry in the third-world countries and undeveloped nations, people continue to live in poisonous 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 cult ures are often mixing 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 designed ads to one or more of these groups. We should also diversify our promotion programs in order to take advantage of these differences and make our customers more involved in our marketing plan.-ECONOMIC ENVIRONMENT Trends, Opportunities and ThreatsThe economical environment is an important macro environmental force that has a strong advert on every industry, especially in developing 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% since 2009, now measuring 820 billion 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 spend money and this is leading to an increase in shop, mainly in big cities such as Istanbul, Ankara and zmir. This trend is very positive for our prospective, since the retail industry is one of our main change markets. Since the economy is more stable, we are able to make more spotless forecasts about the market, and making relevant decisions about the price and the other quaternity 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 interested in going into shopping malls and shopping areas. Taking a look over the exchange rate we can observe they are quite unstable this is leading to a pos itive trade balance of Turkey. This means that is easy to export earlier than import, which we can take in consideration for a possible hereafter 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 proceeds 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 sell and leave a scum that doesnt rinse away.Today technology 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 curb 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.