Marketing Environmental Scanning

Introduction Company Background – KS root For this part I have elect KS Group. It is an established wines and spirits union ground in capital of Singapore with presence in respective(a) countries in Asia. The company is the largest distributor for Diageo PLC in Asia Pacific distributing long-familiar 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 subaltern and medium in Singapore, expanding at a rate of 10% to 15% annually. KS Group faces unshak fit competition in Asia for the dispersal of those brands especially in this persistence where competitors are investing to a greater extent 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 accept for the products through various marketing programs. The moneymaking(prenominal) dep artment allow for overly 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 shaping’s future’ .

In identify to make advised 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 statistical distribution network, are all key elements private road its success. Levitt argued that for an presidency 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 inevitably to engage in various forms of environmental scanning. Some of which pull up stakes 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 desire to get a full essay, order it on our website: OrderEssay.net

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