What are the contents and methods of marketing environment analysis?

The commonly used method of marketing environment analysis is SWOT method, which means (advantage), (disadvantage), (opportunity) and (threat). Details are as follows:

(1) Analysis of external environment (opportunities and threats) The essence of environmental opportunities refers to the existence of "unsatisfied demand" in the market. It may come from both macro and micro environments. With the constant change of consumer demand and the shortening of product life cycle, old products are constantly being eliminated, and new products are needed to meet consumer demand, so there are many new opportunities in the market. Environmental opportunities are not equal to different enterprises. The same environmental opportunities may be favorable opportunities for some enterprises, but may pose a threat to others. Whether environmental opportunities can become opportunities for enterprises depends on whether they are consistent with the objectives, resources and tasks of enterprises, and whether enterprises can bring greater benefits than their competitors by using such environmental opportunities. Environmental threat refers to the factors that are not conducive to or restrict the development of enterprise marketing activities. This environmental threat mainly comes from two aspects: on the one hand, environmental factors directly threaten the marketing activities of enterprises, such as the government promulgating some laws, which pose a great threat to enterprises that cause environmental pollution; On the other hand, the goals, tasks and resources of enterprises are contradictory to environmental opportunities.

(2) Internal environment analysis (strength/weakness analysis) It is one thing to identify attractive opportunities in the environment, and it is another to have the competitive ability necessary for success in opportunities. Every enterprise should regularly check its own strengths and weaknesses, which can be completed through the "Performance Analysis Checklist for Advantages/Disadvantages of Marketing Memo". This format can be used by management agencies or consulting agencies outside the enterprise to check the marketing, finance, manufacturing and organizational capabilities of the enterprise. Each element should be graded according to super strong, slightly strong, medium, slightly weak or super weak. Obviously, the company should not correct all its shortcomings, nor should it take advantage of its advantages. The main problem is whether the company should study the opportunities it already has advantages, or whether it should acquire and develop some advantages to find better opportunities. Sometimes, the slow development of enterprises is not because the department has no advantages, but because of poor coordination. Therefore, it is very important to evaluate the working relationship between internal departments as internal audit.