PEST Analysis - WordPress.com

PEST Analysis - WordPress.com

Fig. 2.4: SWOT Analysis Interna Pontos positivos Aspectos

perigosos Externa Strengths Opportunities

Em que somos bons relativamente aos concorrentes? Quais as mudanas

que criam novas opes para ns? Weaknesses Em que somos bons relativamente aos concorrentes?

Threats Quais os perigos emergentes que temos de contar e evitar?

Fig. 2.5: SWOT Estratgica Implicaes Strengths Weaknesses Opportunities

Threats Explorar as foras existentes em reas de oportunidade

Usar foras existentes para contrariar as ameaas

Criar novas foras primeiro para aproveitar as vantagens das oportunidades Criar novas

Foras para contrariar as ameaas Fig. 2.6: Foco Estratgico Aumentar Performance

Aumentar vendas Expandir Mercado Novos usos Novos

utilizadores Aumentar a frequncia de compra Novos produtos Aumentar

quota Conquistar quota Comprar quota Criar alianas

Aumentar Produtividade Aumentar Margens Reduzir

Custos Aumentar preo Custos de Capital Acrescentar

valor Custos Fixos Mudar o mix do produto

Custos Variveis Captulo 4 O ambiente de marketing em mudana Fig. 4.1: Anlise PEST do ambiente macro

Econmico Social Politico Tecnolgico

Legal Fig. 4.2: O ambiente poltico e econmico Taxas de Crescimento Econmico e ciclo de negcios Taxas de juro, ndice

de confiana dos consumidores e dos empresrios Emprego e desemprego

Governos Nacionais supra-nacionais Impostos e poltica fiscal Comrcio Regional

e zonas de comrcio Internacionalizao e globalizao Fig. 4.3: O ambiente social e cultural Evoluo

demogrfica Mercado negro Sociedades Multi-etnicas

O segmento jovem Evoluo dos padres e estilos de vida Fig. 4.4: Lei de Moore 100,000,000

Millions of transistors per microprocessor 10,000,000 Pentium 4 processor

Pentium III processor (log scale) Pentium II processor Pentium processor 486 DX Processor

1,000,000 386 processor 100,000

286 Processor 8086 processor 10,000 8080 processor 8008 processor

4004 processor 1,000 1970 1975

1980 1985 1990 1995

2000 2005 Source: Reproduced from Intel website http://www.intel.com/research/silicon/mooreslaw.htm

Fig. 4.5: Mudana na estratgia para criar valor para o accionista Focus on core competencies Domestic focus

The new strategic imperative Global focus

Portfolio approaches Source: Adapted from Sheth (1994) Diferentes orientaes administrativas na cenrio global moldura EPRG

Importncia do marketing global O cenrio internacional de grande importncia para as empresas aumentarem o crescimento potencial 75% do mercado potencial est fora dos EUA 94% do mercado potencial para as

empresas alems est fora da Alemanha Um grande nmero de indstrias ser dominado por uma quantidade razovel de empresas globais Exemplos de marketing global

Espanha 1 marca (Zara)) Exemplos de marketing global

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