ICARE BUSINESS - MARKETING

CHAP 3: ANALYSING THE MARKETING ENVIRONMENT

1. MICROENVIRONMENT: (definition)

• The actors close to the organization that affect its ability to serve the customers

How can these companies be affected by their microenvironment actors?

For a company:

(+) financing the company, hiring good employees,

(-) developing bad products, not producing the products on time

For suppliers:

(+) supply resources of good quality

(-) supply shortage, rising supply costs.

For Marketing Intermediaries:  

(+) Create extraordinary ad campaigns, accurate information about the market

(-) block sales, delayed delivering

For the competitors:

(-) aggressive price discounts, exclusivity deals, offer better products

destroy the industry’s reputation.

For the public:

(+) consumer organizations giving a good rating

(-) local neighbourhood organized boycott.

For the customers:

(+) buying the products, good recommendations

(-) not paying the bills

1. MACROENVIRONMENT: (definition)

• Larger forces that affect the organisation’s microenvironment (…) SLIDES

Responding to the marketing Environment

Many companies view the marketing environment as an uncontrollable element to which they must react and adapt

CHAP 4: MARKETING RESEARCH

Marketing starts with obtaining good information:

• Customer (needs and wants)
• Competitors

Icare, the ring that replaces all keys, badges and payment methods

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Laureate of the French IoT 2016 competition organized by La Poste, the startup Icare simply wants to finish, in the medium or long term, with all the keys, badges and blue cards. By transforming a ring into a unique, secure and personal identification means. Thanks to the RFID and NFC systems as well as the use of the magnetic field, the 23-year-old Corsican engineer Jérémy Neyrou has created a new technology, currently being patented at the European level. Its prototype already allows to unlock and start a car.

In his everyday interactions, man comes into contact with his environment through his hands. In addition, one of the recurring fears is related to the loss of essential objects in everyday life.

As a result, ICARE Technologies has developed a smart ring coupled with a smartphone application that allows its wearer to program it.

In the interest of safety, this ring is equipped with several patented systems worldwide.

AEKLYS's main goal is to make life easier for all users. Up to 28 features built into the ring and can be used with a simple gesture.

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