Marketing for Washing Machine free essay sample

The marketing environment comprises the individuals, organizations, and forces that impinge on the activities of marketers. Some of the effects are direct and relatively immediate (the micro-environment), while others are essentially forces for change in the future (the macro-environment)’ (Pamler, 2009:36). This part will illustrate how the business environment affect Zanussi ZWH6160P Macro-environment All these external influences are beyond the control of the marketer and they can affect the decisions and plans marketers make, therefore continual analysis is needed. The factors are: Political, Economic, Social-culture, Technological, Legal and Ecological. Political and Legal: ‘The political environment relates to the period of interaction between business, society, and government before those laws are enacted, when they are still being formed, or are in dispute’(Baines, Fill amp;Page, 2008:67). The marketing of washing machines are affected by political changes. However, it is hard to say how the political and legal affect the specific type of washing machines such as Zanussi ZWH6160P because the factor has influence on the whole washing machine market, not for the specific one. We will write a custom essay sample on Marketing for Washing Machine or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Economic: Nowadays, because during a recession, consumers tend to purchase fewer goods and increase their saving, and the prices fall further as produces attempt to stimulate demand. In this situation, when Zanussi ZWH6160P launched, it has already faced to the hard time. They made the price around 400 pounds at first, but now we can see its price is around 250pounds. And many stores include online shops have already made the discounts to sale it. Another situation is increase in unemployment rates leads to customers have less power to purchase Zanussi ZWH6160P. Also recently UK government set higher income tax, lowers consumers spending money and they have less ability to demand washing machines. However, since the suppliers start set lower price of Zanussi ZWH6160P, customers could buy it instead of new product. Social-culture: Companies that fail to recognize changes in the socio-culture environment, and change their goods/service mix accordingly, typically fail’ (Baines, Fill, Page, 2008:55). Changes in population proportions have a great impact on washing machines marketing activities. Growth in the size of the child population will help to boost sales of laundry products, with the presence of children in a household a big influence on usage levels (Mintel, 2011). The price of Zanussi ZWH6160P position is trying to sell to medium class family and their marketing strategy is that sell the product everywhere and because of the growth of population, more Zanussi ZWH6160P are needed. For those the company, it is a good chance to sell their products. As well known, most of people are not rich and have no ability to buy expensive washing machines. Moreover, since women have become more independent and also they have income, their lives not only stay at home and do housework. Cheaper and well-used washing machines are needed. Zanussi ZWH6160P would be a good choice for them. Technological: ‘The pace of technological change is becoming increasingly rapid, and marketers need to understand how technological developments might affect them in four related business areas’ ( Palmer,2009:20). The new functions of Zanussi ZWH6160P benefited from new technologies. Such as some washing machines save water and use less powder and people can dry the clothes immediately with the same machines. And the faster the spin speed, the more water is removed from your clothes and maximum dry load. Also allows the start time of the wash to be set in the future. (Zanussi website) New opportunities for companies to communicate with target customers: Zanussi has started to use database to record customers’ information. And more important, since the internet come to the stage, Zanussi can communicate with customers directly and also customers can provide the feedback of Zanussi ZWH6160P as soon as possible to help companies modify the machines problems or marketing strategy.