Marketing Case

Identify the Macro-environment

The role of marketing is to connect the resources and capabilities that exist in an organization with outside marketing opportunities available to the organization. An understanding of customer needs is important in fulfilling this role. External factors like economic, political, legal, social, cultural, and technological positions are crucial as well. These factors will assistant in an organizations ability to service its customers as the needs change. These external factors are also known as the macro-environment. To gain an in-depth understanding of the macro-environment as it relates to companies, this paper will consider the operations of Power Home Remodeling Group, Inc. (Power) as an example.

Purpose and Value Recognition

Before a company, like Power can focus its energy on the macro-environment it must first start with a well thought out purpose or mission statement. Hooley, Piercy, and Nicoulau, (2008), says, "For many organisations a useful starting point in strategy formulation is to define its mission or purpose" (p. 31). The purpose of Power is to offer a superior home remodeling experience. The values for this purpose are "(1) respect everyone you meet, (2) treat each home as if it were your own, (3) take pride in your work, and (4) act honestly" (Power Home Remodeling Group, 2013, para. 1). These values forms the basis for Power's marketing strategy.