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Файл:Conducting work on the maintenance of landscape architecture objects. Textbook
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4.2. EXTERNAL AND INTERNAL ENVIRONMENT OF THE ENTERPRISE
The concept of the surrounding marketing environment is one of the key
concepts of marketing.
The company's marketing environment is a set of controlled and
uncontrollable marketing factors that influence the company's activities.
The marketing environment is divided into external and internal environments.
The external environment of the enterprise includes macro- and microenvironmental
factors.
The external macro environment of marketing is a set of factors that an
enterprise cannot influence, but must take them into account in its marketing activities.
Analysis of the external macro-environment of marketing seems important not
only in the process of searching for the most profitable and optimal market segments
for business, but also in developing operational and strategic plans for a company’s
activities in already developed markets.
The main elements of the external macro environment of marketing are the
following factors:
- demographic (population and its age-sex pyramid, population density, level
and rate of birth and death rates, etc.);
- natural-geographical and environmental (climatic and resource conditions of a
particular region, ensuring environmental protection when organizing and running a
business, rational use and reproduction of natural resources);
- economic (the rate of economic growth and the volume of production and
trade of the relevant regions, the level and distribution of current income, expenses
and savings of the population, credit opportunities, etc.);
- scientific and technical (development of scientific and technological progress,
the volume of public and private investments in the development of science and
technology, the number of scientists, inventors and the volume of patented
inventions, equipment of scientific and technical institutes and laboratories, etc.);
- political (political stability or instability, the content of government programs
and programs of leading parties and political groupings, the main focus and
characteristics of state regulation of economic life, etc.);
- legal (legal norms governing business within a specific market, ensuring the
protection of consumer and public rights, control over the quality and safety of goods,
environmental protection, laws, regulations of government agencies, requirements
of public groups that influence various organizations, on individuals and limit their
freedom of action);
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- cultural (consumer requests for goods and services related to such
characteristics as level of education and profession, degree of commitment to basic
traditional cultural values, religious beliefs, etc.);
- social (the position of individual social strata of society, its distribution
according to belonging to different classes, the level of social stability or
explosiveness, the nature of social conflicts and social struggle, etc.).
Strategic planning is aimed at increasing competitiveness in a market economy.
Therefore, strategy formation is a complex creative process that requires a synthesis
of management and marketing achievements in a unified approach to determining the
development prospects of an enterprise. This is due to the fact that the formation of a
strategy is based on forecasting the conditions of the enterprise’s external
environment, first of all, the conditions of the consumer market as a whole and a
selected segment within this market, which is within the purview of marketing.
However, when forming a strategy, an extensive search and evaluation of alternative
management solutions is necessary, which most fully corresponds to the mission of
the enterprise and the tasks of its development, which is undoubtedly an integral part
of management. Thus, strategic marketing can be defined as a goal-oriented
subsystem of strategic management.
The main thing that marketing brought to strategic management as a whole is
the desire to balance the interests of producers and consumers, partnership of all
market participants and non-profit distribution of public goods, innovation,
integration, preference for structural market research, active use of public relations
(PR — public relations). Marketing introduced, transferred and helped to master the
following technologies:
- constant and systematic analysis, monitoring of the market environment and
forecasting the needs of the market and specific consumers, as well as the strengths
and weaknesses of one’s own activities as a core function of information work;
- systematic updating of the product range, optimization of one’s business
portfolio by developing new effective products intended for specific groups of buyers
and having properties that distinguish them favorably from competing products, and
focusing on the active formation of demand;
- the priority of pricing policy flexibility, which takes into account not only the
mathematical relationships between demand, supply and price revealed by the
economy, but also the nonlinearity of the market’s perception of the pricing actions
of enterprises;
- integration of marketing communications, embodied in a single multi-channel
synchronized communication, focused on establishing relationships, preferably two-
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way, with various target audiences, for each of which an appropriate communication
model is built;
- organization of distribution and sales, ensuring the comfort of making and
implementing decisions on product preferences and purchases by customers.
The external environment is the area in which the organization operates.
Although it directly affects the productive and stable functioning of the organization,
the management of the enterprise cannot directly influence the slightest changes in
the external environment.
Components of the external environment influence the organization directly
(tax system, policies of suppliers, consumers, etc.) or indirectly (political, economic
and other spheres of the country). Therefore, an important part of strategic analysis is
the analysis of the external environment.
The external environment is understood as a set of factors that are beyond the
constant control of the organization’s management and that influence its strategy and
operational efficiency.
The main purpose of external analysis is to identify and understand the
opportunities and threats that may arise for the organization in the present and future,
and identify strategic alternatives. External analysis is grouped as part of the SWOT
analysis.
Opportunities are positive trends and phenomena in the external environment
that can lead to improved organizational performance.
Threats are negative trends and phenomena that, in the absence of an
appropriate response from the organization, can lead to a significant decrease in the
efficiency of its functioning.
The external environment can be divided into two parts: macroenvironment
and microenvironment.
Analysis of the macroenvironment should include a study of economic, legal,
technological, natural and social factors external to the organization in order to
determine the long-term capabilities of the organization in the face of predicted
environmental changes. Since the number of possible macroenvironmental factors is
quite large, we will limit ourselves to those areas that directly influence the activities of
the enterprise. It is necessary to consider five key directions, the analysis of which is
called PEEST(STEEP) analysis. The ultimate goal of external analysis is the formation
of alternative strategic decisions, their assessment and the final choice of strategy.
Microenvironmental analysis usually includes an analysis of all stakeholder
groups directly related to the organization's activities. These are shareholders,
suppliers, competitors, local organizations, buyers, creditors, etc. A large number of
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interested groups creates difficulties in managing an organization, since each group
uses its own criteria for assessing the functioning of the organization, evaluating it
from the point of view of its interests.
Microenvironment is a set of operating factors that this enterprise can
influence in the course of its activities: consumers (clientele), competitors (a set of
enterprises supplying homogeneous goods to the market), intermediaries (firms that
help the company in promoting, selling and distributing its goods among clientele),
suppliers (firms and individuals who provide the company with the material resources
necessary for the production of specific goods or services), contact audiences (groups
that show real or potential interest in the enterprise and on which its activities
depend). There are five main types of client markets:
1) consumer market — individuals and households purchasing goods and
services for personal consumption;
2) enterprise market — organizations purchasing goods and services for use in
the production process;
3) the market of intermediate sellers — organizations that purchase goods and
services for their subsequent resale at a profit;
4) government market — government organizations that purchase goods and
services either for their subsequent use in the field of public services, or for the
transfer of these goods and services to those who need them;
5) international market — buyers outside the country, including foreign
consumers, manufacturers, intermediate sellers and institutions.
The internal environment of an enterprise is determined by internal elements,
which include: goals, structure, tasks, technology and people.
Goals are specific desired results of an activity. The goals of enterprises can be
profitability or profitability, labor productivity, market share, etc. Typically, an
enterprise has many agreed upon goals.
The structure of the enterprise contains various levels of management and
consists of divisions related to various functions (production, supply, marketing,
planning and accounting, etc.), allowing the most effective achievement of the goals
of the enterprise.
A task is a prescribed job, a series of jobs or a piece of work that must be
completed in a predetermined way within a predetermined time frame and is divided
into three categories: working with people, working with objects (machines, raw
materials, tools), working with information.
Technology is seen as a means of transforming input resources into resulting
products or services. Consists of the combination of skills, equipment, infrastructure,
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tools and relevant knowledge and experience needed to achieve the desired change.
Tasks and technologies are closely related: completing a task involves using a
specific technology. Personnel is a central factor in the internal environment of an
organization, enterprise, or firm.
The internal environment is analyzed in the following areas7:
- personnel (their potential and qualifications; selection, training and
promotion; assessment of labor results and incentives; preservation and maintenance
of relations between employees, etc.);
- management organization (communication processes; organizational
structures; norms, rules, procedures; distribution of rights and responsibilities;
hierarchy of subordination);
- finance (maintaining liquidity, ensuring profitability, creating investment
opportunities);
- marketing (product strategy; pricing strategy; sales strategy; communication
strategy).
The purpose of studying the internal environment is to identify the strengths
and weaknesses of the enterprise. The revealed strengths serve as the basis on which
the enterprise relies in the competitive struggle and which it must expand and
strengthen. Weaknesses should be the object of the closest attention.
4.3. PRODUCT AND PRODUCT LIFE CYCLE
The concept of the product life cycle in marketing is considered a fundamental
theory. It was proposed by T. Levitt in 1965.
The concept of a product life cycle is based on a description of the behavior of a
product from the moment it appears on the market until its complete cessation of sale.
This concept can be applied to a specific type of product, general type of
product or brand.
Typically, the life cycle contains the following stages: introduction, growth,
maturity and decline (Fig. 3).
Marketing tasks at the market entry stage: formation of an adequate sales
network; actively informing potential consumers about the advantages of a new
product; developing options for possible behavior of competitors in response to the
appearance of a new product on the market; ensuring adaptation of a new product to
the market, etc.
7
См.: Дурович А.П., Копанев А.С. Маркетинг в туризме: учебное пособие / под общ. ред. З.М. Горбылевой.
М.: Экономпресс, 1998.
116
Fig. 3. Product life cycle curve8
Marketing tasks at the growth stage: setting the optimally high price; ensuring
the effectiveness of advertising of your company’s product; creation of a wide
distribution network for mass sale of goods, etc.
Marketing objectives at the maturity stage: customer retention; protecting
market share through product and price differentiation; finding ways to extend the
product life cycle9.
With the natural replacement of an old product with a new one, when a product
leaves the market, it is necessary to make an attempt to replace the product with a
more advanced analogue, if possible.
For example, in landscape design, this could be modern building materials that
make it easier to create a landscape (plastic stones, paths, fences, etc.). But at the
same time, for example, in country style, old materials will still be used, since they fit
well into the style (a fence made of wicker branches, etc.).
Some landscaping services do not change fundamentally, but change their
form, becoming more modern over time. So, now a small number of sketches are
drawn and drawn by hand, as before; design in 3D programs is more popular.
At the stage of introducing a product to the market, profit is usually not
expected, since costs exceed income. The next stage should involve rapid profit
growth (growth stage). At the next stage, growth rates slow down, profits are stable.
The decline stage is characterized by a sharp drop in profits.
8
См.: Розова Н.К. Маркетинг // Вики Чтение: сайт. URL: https://marketing.wikireading.ru/1471 (дата
обращения 18.12.2023).
9
Ibid
117
At the first stage, the main task of marketing is to explain to the consumer how
the new product will benefit them. For example, using a rolled lawn will save time,
during which your site will begin to look well-groomed.
At the second stage, when introducing to the market, marketers must convey to
the buyer the advantages of the product, select the right channels for selling services,
choose the time at which to enter the market (in landscape design this is the season —
for example, planting trees and lawns is carried out in early spring or late autumn, if
you enter the market in the summer, then most likely there will not be the desired profit
growth). It is also necessary at this stage to analyze the behavior of competitors.
During the growth stage, marketing should help spread the word about the
product in the market. It is necessary to improve the quality of goods/services
provided, develop untapped parts of the market, and intensify advertising.
At the maturity stage, it is necessary to reach as many consumers as possible.
Advertising is becoming more intense, promotions are being held to stimulate mass
demand.
At the stage of decline, the main task is to catch its beginning and, possibly,
offer a more modern substitute for the product, an improved product.
Already satisfied consumer needs entail new needs. It is necessary to develop
products with higher consumer properties. Sales volumes of these goods are also
increasing.
The product life cycle also obeys the law of accelerated development. At the
same time, the life cycle of goods is shortened.
Taking these laws into account, marketers predict the emergence of new
products and their parameters.
4.4. MARKET SEGMENTS, SELECTION OF TARGET MARKET SEGMENTS
A market segment is a specific portion of the market that can be served by a
landscape services business.
Understanding the differences in consumer needs and demands is the basis for
effective marketing policies.
In landscape design, it is extremely difficult to develop products for each
consumer individually, primarily because the project is a unique embodiment of a
separate site. They all differ in size, cardinal directions, climate, needs of the owners
of the site, style of the house, etc. All this plays a big role when developing a project.
Therefore, project development is still an individual process. But you can influence
the quality of the project by creating beautiful sketches in each case.
118
In the case of simply selling certain products for landscape design, we can
divide them into economical (for a budget buyer), middle class and high-quality,
highest quality products for a sophisticated client, for whom price does not matter.
When segmenting, a huge advantage is that companies can use different
segmentation methods and can find buyer niches that are not touched by other
companies.
The segmentation process is carried out by grouping consumers with similar
needs and budgets. Next, they are divided into groups to which the company aims all
sales and marketing efforts. This may be one group of consumers.
When positioning products and services, the offers of competitors in this
segment are also taken into account. It is necessary to develop a strategy for
influencing the consumer that is different from them.
Dividing the market into segments, or combining buyers into groups, can be
divided into two main stages.
1. With the help of segmentation variables (base variables), consumers
demonstrating the same requests for a product are grouped together. When choosing
segmentation variables, you should choose those that allow you to clearly distinguish
between these queries. Selecting segmentation variables is a highly subjective
process, so it is rare to say categorically that there is one best way to segment a
particular market. The main thing is that with the help of the selected variables it is
really possible to intelligently and clearly highlight the individual needs of customers.
In consumer goods markets, buyers are traditionally divided by income, age, and
social class. However, more and more often, companies take into account additional
information, such as customers’ perception of the benefits of purchasing a product,
their consumer behavior, and motivation.
2. Once market segments have been identified using one or more of the
segmentation variables listed above, every effort must be made to understand the
characteristics of buyers in those segments. This knowledge will help in developing a
marketing program that will appeal to the target group of consumers. Building a
complete picture of segments is called profiling, and the variables used in this are
called descriptor variables. Descriptors can describe characteristics of buyers or
their behavior towards a product. In essence, the completer and more extensive the
picture is, the better, i. e. First, basic variables are used by which buyers are divided
into segments, and then descriptors are used that help build segment profiles10.
You need to make sure that the segments are measurable (define market
potential), large enough to serve, achievable for advertising, and stable.
10
См.: Сегментирование рынка // Визлит: сайт. URL: https://vuzlit.ru/259138/segmentirovanie_rynka (дата
обращения 18.12.2023).
119
There are 3 stages of segmenting the landscape services market:
1. Market segmentation (grouping of consumers, definition of segments).
2. Selection of target segments of the landscape services market.
3. Product positioning, aimed at creating and maintaining the services and
products that the company intends to offer to the consumer. To understand
consumers' attitudes towards a product, perception maps are drawn up, determined
after a customer survey.
4.5. TYPES OF MARKETING RESEARCH
Typically, when conducting marketing research, there are several mandatory
stages. The key stages are: finding existing shortcomings, drawing up a research plan,
collecting information and analyzing the data obtained, developing recommendations
to solve the problem, implementing recommendations using the research results.
An example of defining the objectives of marketing research in the field of
landscape services (first stage) is the study conducted by G.V. Astratova,
M.V. Epanchintseva, K.Yu. Savelyev (using the example of the company LLC
“Landscape Design Center “Green Island”). To achieve this goal, the authors solved
the following main tasks11:
- analysis of the modern landscape construction market;
- research of the main directions of effective marketing activities of the
company;
- conducting marketing research with the aim of promoting landscape services
in Yekaterinburg (using the example of the company LLC “Landscape Design Center
Green Island”);
- development of recommendations for landscape companies in Yekaterinburg.
The second step is to draw up a research plan. To do this, it is necessary to
distribute in detail the directions and scope of research. They determine what range of
goods will be examined, the methods of conducting the research, as well as the territory
in which it will be carried out and the period of time in which it is planned to
complete the research. It is also necessary to provide for research costs based on the
planned budget.
The third stage is the selection of information sources (study methods).
The fourth stage is the processing of information and identification of key
points that are important and necessary in this study.
11
См.: Астратова Г.В., Епанчинцева М.В., Савельев К.Ю. Маркетинговые технологии в сфере
ландшафтного строительства // Леса России и хозяйство в них. 2013. № 2 (45).
120
The fifth stage is processing the information received and determining the
results of the study (research report).
The sixth stage consists of applying the obtained result in the further activities
of the company and determining a further management strategy.
For example, when conducting a study in relation to the Green Island company,
the following recommendations were made:
- work more effectively on company recognition and building consumer loyalty
through the use of marketing communications;
- conduct a new advertising campaign on the Internet, on TV, through outdoor
advertising, advertising in the press;
- pay special attention to sales promotion: discounts, discount cards for regular
customers, gift certificates, etc.;
- work on PR and propaganda of local producers by presenting them as
sponsors on radio and television;
- take an active part in exhibitions and fairs.
The conclusions and recommendations outlined in this study should be used
when planning and implementing marketing activities in a company12.
At the moment, a large number of companies on the market are commercial
organizations. The range of landscape services includes:
- design project of the site;
- stone finishing of the territory, paths and sidewalks;
- creation of parking;
- creation of borders;
- arrangement of flower beds and flower beds, care for them;
- lawn installation and care;
- planting and/or caring for hedges;
- tree planting, pruning;
- uprooting trees;
- creation of documentation (obtaining permits);
- grounds maintenance, cleaning;
- lighting fixtures, installation and conduction of electricity;
- installation of MAF and gazebos;
- ponds and swimming pools.
Most of the landscape services market is in large cities (Moscow,
St. Petersburg). In the regions, this business develops only in luxury housing projects.
12
См.: Астратова Г.В., Епанчинцева М.В., Савельев К.Ю. Маркетинговые технологии в сфере
ландшафтного строительства // Леса России и хозяйство в них. 2013. № 2 (45).
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