Marketing Environmental Scanning

Introduction Company Background – KS root For this part I have elect KS Group. It is an established wines and spirits union base in capital of Singapore with presence in non-homogeneous countries in Asia. The company is the largest distributor for Diageo PLC in Asia Pacific distributing well-known(a) brands such as Johnnie Walker, Smirnoff Vodka, and Baileys Irish Cream among others. The company has a turnover of over USD200m and it is a fast growing micro and medium in Singapore, expanding at a rate of 10% to 15% annually. KS Group faces unshak open competition in Asia for the scattering of those brands especially in this persistence where competitors are investing more(prenominal) to gain market trade and to become market leaders. The company aims at a “push-pull” scheme whereby its marketing team base in their respective countries go out create the beseech for the products through various marketing programs. The moneymaking(prenominal) depar tment allow for similarly work with the local distributors to shift the right products, depending upon the taste and preferences of the customers. environmental Scanning at play K. Albright defines milieu scanning as the ‘identification of emerging issues, situations and potential pitfalls that whitethorn affect the physical composition’s future’ .

In identify to make sensible decisions, KS Group has to understand its marketing environs ; knowledge on competitors, knowledge of the government rules and regulations, knowledge of the socio-cultural surround and knowledge of the distribution network, are all key e lements private road its success. Levitt ar! gued that for an boldness to re primary(prenominal) successful, it should have a sophisticated nerve centre of attention on the customer . For KS Group to understand its customer base, it necessarily to engage in various forms of environmental scanning. Some of which lead be explained below; Informal Scanning oBuild relationships with the Distributors KS Group is able to leverage on its excellent rapport with its main distributors to...If you postulate to get a full essay, order it on our website: BestEssayCheap.com

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