Hi friends Iam student of WLC College India

1. Assignment Assessment Report
Campus: Lucknow Year/semester 2011-2013
Level: PCL-II Assignment Type
B
Module Name: Sales Assessor’s Name Mr.Chatterjee
Reqd Submission
Student’s Name: Suresh Patel 25/02/2013
Date
Suresh.wlc@gmail.com Actual Submission
Email id & Mob No 25/02/2013
9628831164 Date
Stream Marketing Submitted to : Mr.Chatterjee

2. Answer No-1
Environmental scanning
Iam Marketing Head of Tata Motor And we are conducted the
environmental Scanning- Environmental scanning is one component of
the global environmental analysis. Environmental monitoring
environmental forecasting and environmental assessment complete the
global environmental analysis. The global environment refers to the macro
environment which comprises industries, markets, companies, clients and
competitors. Consequently, there exist corresponding analyses on the
micro-level. Suppliers, customers and competitors representing the micro
environment of a company are analyzed within the industry analysis.
Environmental scanning is a data collection practice. It is aimed at collecting
information about an environment such as an office or institution that can
be used in planning, development, and ongoing monitoring by managers
and supervisors. Once data has been collected with scanning it can be
processed and analyzed to create a brief to be used in decision making.

3. Environmental scanning is a data collection practice. It is aimed at collecting information
about an environment such as an office or institution that can be used in planning,
development, and ongoing monitoring by managers and supervisors. Once data has
been collected with scanning it can be processed and analyzed to create a brief to be
used in decision making
Careful monitoring of an organization's internal and external environments for detecting
early signs of opportunities and threats that may influence its current and future plans. In
comparison, surveillance is confined to a specific objective or a narrow sector.

4. Environmental Scanning & Monitoring-
Techniques
SWOT
PEST Techniques QUEST
Industry Analysis Competitor Analysis

5. SOURCES OF INFORMATION
 Documentary or secondary sources
 Magazines, newspaper, journals, books, trade
&industry Assn. publication, Govt. Publication, Annual
report of competitor company.
 Mass media
 Internal sources - employees, files, MIS, documents
 EXTERNAL AGENCIES - Customers, marketing
intermediaries, suppliers, trade Assn., Govt. Agencies
 FORMAL STUDIES - Consultants, Educational
Institutions, in-house Spying & Surveillance thro’ ex
employees of competitor or planting ‘moles’ in competitor
company.

6. Marketing Market Market
Intermediaries Types Competition
demand
Suppliers
MICRO ENVIRONMENT
Availability of
Regulatory Industrial
Financial skilled
Institutions Provisions relation manpower
climate

7. TYPES OF ENVIRONMENT
1) INTERNAL ENVIRONMENT
2) EXTERNAL ENVIRONMENT
INTERNAL EXTERNAL
FACTORS BUSINESS FACTORS
DECISION

8. INTERNAL ENVIRONMENT
Important internal factors are
1) Value System
The value system of founders and those at the helm of affairs has important bearing on the choice of business,
the mission and objectives of the organization, business policies and practices.
2) Mission and Objectives
The business domain of the company , priorities , direction of development, business philosophy, business
policy etc. are guided by the mission and objectives of the company
3) Management Structure and Nature
The organizational structure, the composition of the Board of Directors, extent of professionalization of
management etc. are important factors influencing business decisions.
4) Internal Power Relationship
Factors like the amount of support the top management enjoys from lower levels and workers, share holders
and Board of Directors have important influence on the decisions and their implementation.
The relationship between the members of Board of Directors is also a critical factor
5) Human Resources
The characteristics of the human resources like skill, quality, morale, commitment, attitudes etc. could
contribute to the strength and weakness of the organization.
The involvement, initiative etc. of the people at different levels may vary from organization to organization.
6) Company Image and Brand Equity
The image of the company matters while raising finance, forming joint ventures or other alliances, soliciting
market intermediaries, entering purchase or sale contracts , launching new products etc.
1. Physical Assets and Facilities
2. R&D and Technological Capabilities
3. Marketing Resources
4. Financial Factors

9. EXTERNAL ENVIRONMENT
Two Types
 Micro Environment
Consists of actors in the company’s immediate environment, that affects the performance
of the company.
 Macro Environment
Consists of larger societal forces that affect all the actors in company’s micro
environment.
 MICROENVIRONMENT
 The suppliers
 Marketing intermediaries
 Competitors
 Customers
 Publics
 MACRO ENVIRONMENT
 Demographic
 Economic
 Natural
 Technological
 Political
 Cultural forces

10. Iam Marketing Head of Tata so we use this type of Strategy
Process
• Strategy is combination of competitive moves and business approaches. It is
necessary to stand in front of competition.
• Strategy required to achieves superior performance & organization's goals.
• Strategy is an art and science of Formulating,Implementing,andEvaluatingCross-
Functional Decisions that enable an Organization to Achieve its Objectives in
competitive environments
 Attracting and pleasing customers
 –Staking out a market position
 –Competing successfully
 –Growing the business
 –Conducting operations &
• –Achieve targeted objectives
• Identifying an organization’s existing vision, mission and setting objectives
followed by strategy formulation, implementation & evaluation.
• Formal planning process by the top management which involves strategy
formulation, implementation, and evaluation as an on-ending process performed
on a continuous basis.
• Top management’s major role is to identifying strategies that company will pursue
to attain goal so fearing growth and value creation

11. Factor of Environmental Scanning:-
• Events:-Past events of business environment is the main
factor of environment scanning. For example, if Govt. has to
control food prices, it has to scan every week prices of
vegetables, fruits, milk and other food items. For more
simplification of price rise, Govt. will calculate wholesale price
index.
• Trends:-Not just to see the past events are effective but to
establish the trends on the basis of events is also very
important because this is important factor of business
environment scanning. Suppose, you have to take decision
relating to your vegetable prices, you have all the past market
price data of same vegetable. Now, you will make a trend
graph. If there is an increasing trend, you will fix your
vegetable price according to this.

12. PESTEL Analysis
• It means political , economical, social and technological analysis. We scan following updates in it.
•
• Changes in Taxation Policy
• Changes in Trade regulations
• Changes in Governmental rules
• Changes in Unemployment Policy etc.
• Changes in Inflation rate
• Changes in Growth in spending power
• Changes in a pensionable age, suppose in Italy, pensionable age will be 67 years in 2026.
• Technological changes
• New or improved distribution channels
• Improved communication and knowledge transfer etc.
• moral factor
• Laws on
• Waste disposal
• Energy consumption
• Pollution monitoring etc.
• Unemployment law
• Health and safety
• Product safety
• Advertising regulations
• Product labeling etc.

13. What Is Marketing Communication
Marketing communications or integrated marketing communications are message and related media used to
communicate with a market. Marketing communications is the "promotion" part of the "marketing mix" or the
"four Ps": price, place, promotion, and product & Tool.
• Direct Marketing • Pop-ups
• Direct Mail • Banner Ads
• Generic Mailings • Public Relations
• Inserts • Press Releases
• Targeted Mailings • Media Relations
• Personalized • Advertorials
• Versions • Speeches
• Customized • Special Events
• One-to-One • Point of Purchase
• Direct Response • Packaging
• Telemarketing • Shelf talkers
• Fulfillment • Posters
• Inquiry Fulfillment • Displays
• Order Fulfillment • Electronic Media
• Advertising • CD ROMs
• Print • PDF’s
• Mass Media • Web sites
• Infomercials • Web stores/Shopping Carts
• Web Ads

14. Answer No-2
• I Like to Start the online Electronic Shop Like
• PHONE
• LAPTOP
• TELIVISION
• Camera
And all these product sale on the different e-commerece site
like Homeshop,Noooptool ,eBay ,Homeshop18,flipkart all
these site.

15. Introduction to Marketing
Communications (Marcom)
Integrated Marketing
Communication (IMC)
Programs
Business-to-Consumer Business-to-Business Integrated Marcom
(B2C) (B2B) B2C&B

16. The Tools of Marketing Communications
1. Media Advertising 5. Trade- and Consumer-Oriented 6. Event Marketing and
• TV Promotions Sponsorships
• Radio • Trade deals and buying • Sponsorship of sporting events
• Magazines allowances • Sponsorship of arts, fairs, and
• Newspapers • Display and advertising festivals
allowances • Sponsorship of causes
2. Direct Response and Interactive
Advertising • Trade shows 7. Marketing-Oriented Public
• Direct mail • Cooperative advertising Relations and Publicity
• Telephone solicitation • Samples 8. Personal Selling
• Online advertising • Coupons
3. Place Advertising • Premiums
• Billboards and bulletins • Refunds/rebates
• Posters • Contests/sweepstakes
• Transit ads • Promotional games
• Cinema ads • Bonus packs
4. Store Signage and Point-of- • Price-off deals
Purchase Advertising
• External store signs
• In-store shelf signs
• Shopping cart ads
• In-store radio and TV

17. The Role of Marketing Communications
Reminding
Informing
Persuading

18. The Marketing Communications Mix

19. The Marketing Communications Process

20. Promotion Plan
 Advertising
• Print advertising such as that in programs for events, trade journals, magazines, newspapers
• Direct mail
• Outdoor advertising, such as billboards and bus boards
• Broadcast advertising on radio and TV (or Internet sites)
 Marketing Collateral
• You might choose to produce and distribute materials such as:
• brochures
• newsletters
• flyers
• Posters
 Promotional Activities
• Sponsorships for special events (like fun runs)
• Participation in community projects and boards of directors
• Trade Shows - Your product or service might be one that is suited to exhibiting at a trade
show attended by your target audience. Trade shows are typically one- or two- day
events that allow businesses to set up exhibits or booths showcasing their products or
capabilities.
• Fairs (like Health Fairs, Job Fairs)
• Give-aways (like baseball caps and mugs with your logo)
• Coupons and free samples
• Conducting contests

21.  Public Speaking and Conferences
Making speeches at conferences, professional association meetings and
other events positions you and your company as a leader in your field.
Attending conferences is also an opportunity to make valuable contacts
that lead to sales.
 Publications-
such as newsletters, trade journals and books.
 Media Relations Campaigns
A campaign is your overall plan for contacting and staying in touch with
targeted members of the media (reporters). You might want to develop a
media relations campaign if it would benefit your company to be
mentioned in newspaper, magazine or TV broadcasts viewed by your
target audience. Developing press releases, press kits and public service
announcements could be included in your media relations campaign

22. Promote Our Website On Social Media –
Linked-in, twitter
• Create an Excellent Profile
• Add Friends
• Join Groups
• Create your Own Group
• List your Events
• Syndicate your Blog
• Reach OUT
• Send Virtual Gifts
• Use the Marketplace
• Create a Community
• Posting regular status updates.
• Active group participation.
• Send messages and invitations to those in our network and to other
group members
• Try LinkedIn advertising

23. Face book Account

24. Target Audience:-
• Social or professional group.
• Friend Circle
• Internet Users
• Business Users
Thank you Sir