In-class Activites/Application Exercises

Topic 2 - Environmental Analysis

1. Visit websites and look for Mission of companies like Coca Cola, McDonalds, Volvo, Google, Amazon, Nike, Walt Disney, Sony, facebook…. In your eyes are they •unique, so you recognize the company? •compelling to employees and investors? •direction giving for marketing?

2. Consider the example of the PEST Analysis for Netflix in Germany . Find an additional macro force that affects the company in Germany.
   Political: Media regulation and censorship laws: Germany enforces strict media and broadcasting regulations, including rules on content censorship, age ratings, and hate speech. These are shaped by federal laws and EU directives, which affect what Netflix can stream and how it localizes content.
   Economic: EU Digital Services Taxes: Germany is part of the EU’s ongoing push to tax big tech and digital services more aggressively. Netflix may face higher operating costs due to local taxation efforts aimed at foreign digital service providers.
   Social: Support for cultural preservation: There is strong political and cultural emphasis on promoting German-language media and protecting local film industries. EU directives like the “30% European content quota” impact Netflix by requiring a minimum share of European content, which affects content strategy and investment.
   Technological: 5G and fiber rollout supported by German government: Germany’s national digital strategy includes expanding high-speed internet access, which facilitates better streaming experiences across the country. Netflix needs to prepare for faster data delivery expectations as infrastructure improves.

3. Name and briefly describe the elements of an organization’s microenvironment and discuss how they affect marketing.

4. Conduct a Five Forces Analysis for the soft drink industry.

5. Take a look at the SWOT analysis below and identify mistakes. Try to improve it.
   

           SWOT of a Start up Company for Vegan Burgers seeking to grow their business