Marketing Analysis of Ecovers Current Position in the Market Essay

Marketing Analysis of Ecovers Current Position in the Market1. IntroductionThe assignments mainly consists of the following partsFirstly, an analytic thinking of Ecovers current position in the marketplace.Secondly, how Ecover is changing its competitive strategy.Thirdly, consumer behaviour towards detergent. Finally, an outline for new marketing strategy for Ecover to enter the supermarket.2. Background Ecover was founded in 1979 by Frans Bogaerts.It was a modest little detergent company in Malle in northern Belgium. Pierres Magnin a successful Swiss subscriber lineman dealing with pharmacies and health food stores, suggested Bogaerts to experience an eco-fri give the sackly detergent free of harmful chemicals (which was to be banned by the Swiss government as a part the proposed environmental regulations). Thus they entered the detergent market in Swiss and other key markets. environmental disasters have made more and more people aw be of the urgent need to protect the indisp ensable environment. 3 Marketing AuditMarketing audit give a picture of where the company is, how did it get there and where is it heading. It goes through the through the strength, weakness, opportunities and threat of the company. This analysis is called the SWOT analysis. It is divided into two major partsExternal Factors and Internal FactorsStrength and weakness are concerned with the internal factors and opportunity and threat are concerned with the external factors. 3.1 External FactorsHere only opportunities and threats are analysed as these are supposed to be listed as anticipated events or trends outside the business that have implications for performance. These factors are not controllable by the company. some(a) of the factors discussed here are1.Macro environment2.The Market3.Competition3.1.1Macro EnvironmentMacro Environment consists of Political (P), Economical (E), Social (S) and Technological (T) factors that affect the Company. Continuous monitoring of these variabl es is an important marketing function. As Corporations today, Ecover is also sensitive to Macro Environmental changes. Some of the PEST factors that affected Ecover are discussed below.PoliticalMarketing strategy is deeply affected by political trends. Issues like new laws, regulations, change in outside(prenominal) policies etc brings change to t he bus... ...entalists to recommend its products.9.AppendixAppendix 1Survey of consumer attitudesAustraliaCanadaGermanyItalyJapanHollandSpainSwitzerlandPay 10-15% more for green products6972687942878580Boycott others82-767943748675Give up 10-15% whole tone for environmental safety65-628045746478Pay more even if its hard to make end meet43-476546466464Source David Jobber, 1998,Princilpes and practice of Marketing, 2nd Edition.Appendix 2Table demo Ecovers competitors market shareMarket ShareCompetitors in Germany& Austria More than 50%Competitors in Swiss & Germany Almost 50%P&G and Unilever unneurotic (in 1980s) Almost 80%Private bran ds (by 1990) 10-30%10. Bibliography1. David Jobber, 1998, Principles and practice of Marketing, Second edition.2.Subash.C.Jain, 1997, Marketing Planning & Strategy, Fifth Edition.3.Wayne D.Hoyer, Deborah J.Maclinns, 1997, Consumer Behaviour.