Marketing Analysis of Ecovers Current Position in the Market Essay

Marketing Analysis of Ecovers modern Position in the Market1. IntroductionThe assignments mainly consists of the following partFirstly, an outline of Ecovers current position in the market.Secondly, how Ecover is changing its rivalrous strategy.Thirdly, consumer behaviour towards detergent. Finally, an outline for new marketing strategy for Ecover to enter the supermarket.2. earth Ecover was founded in 1979 by Frans Bogaerts.It was a modest little detergent gild in Malle in northern Belgium. Pierres Magnin a successful Swiss man of affairs dealing with pharmacies and health food stores, suggested Bogaerts to develop an eco-friendly detergent free of painful 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 than and more people aw atomic number 18 of the urgent need to protect the natural environment. 3 Marketi ng AuditMarketing audit give a brief 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 scourge of the company. This analysis is called the SWOT analysis. It is divided into two major partsExternal Factors and indwelling FactorsStrength and weakness be 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 of the factors discussed here are1.Macro environment2.The Market3. contender3.1.1Macro EnvironmentMacro Environment consists of Political (P), Economical (E), Social (S) and scientific (T) factors that affect the Company. Continuous monitoring of these variables is an important marketing fun ction. 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 semipolitical trends. Issues like new laws, regulations, change in foreign policies etc brings change to t he bus... ...entalists to recommend its products.9.AppendixAppendix 1Survey of consumer attitudesAustraliaCanadaGermanyItalyJapanHollandSpainSwitzerland concede 10-15% more for green products6972687942878580Boycott others82-767943748675Give up 10-15% lineament for environmental safety65-628045746478Pay more even if its hard to ground end meet43-476546466464Source David Jobber, 1998,Princilpes and usage of Marketing, 2nd Edition.Appendix 2Table showing Ecovers competitors market shareMarket roleCompetitors in Germany& Austria More than 50%Competitors in Swiss & Germany Almost 50%P&G and Unilever together (in 1980s) Almost 80%Private brands (by 1990) 10-30%10. Bibliography 1. 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.