A Marketing Case Study on Axis Communications Essay

5159 Words Apr 20th, 2012 21 Pages
A MARKETING CASE STUDY ON AXIS COMMUNICATIONS

BY

JOHN OLUGBENGA ADEGBOYE
08032004784

TABLE OF CONTENTS 1. INTRODUCTION……………………………………………………………………………………………………….3 2. SITUATION ANALYSIS………………………………………………………………………………………………..4 3.1 External Analysis.....................................................................................................4 3.2 Internal Analysis......................................................................................................8 3.3 SWOT Analysis.........................................................................................................9 3. 3.1 The New
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(RDI (2011a: 2)) The focus of Marketing Management on customer requirements infers that strategic processes need to be put in place to assess the environment in which an organisation desires to sell its products. Assessments on the environment serve as a major input in making tactical decisions for market penetration. 2.1 External Analysis PESTLE analysis presents a formal structure for analysing information from a broad variety of sources which reveal uncontrollable factors in the environment where a company plans to operate. The acronym PESTLE refers to Political, Economic, Sociocultural, Technological, Legal and Environmental factors which impact on an organisation’s marketing strategy. In this assignment, PESTLE analysis will be carried out on Sweden (the country where the digital cameras we are analysing are produced) and Nigeria (the target market environment). Factor | Sweden | Nigeria | Political | Sweden is a constitutional monarchy ruled by the governmental parliament. In 1995 Sweden joined the European Union and has been a member of the United Nations since 1946. (Wikipedia (2011b)) | Nigeria has had military rule for about 30 since it became independent in 1960. The era of military rule was characterized by lack of vision, economic depression, looting and inadequate infrastructural development. | | The Prime Minister of Sweden is John Fredrik Reinfeldt, the leader of the liberal conservative Moderate Party.

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