CHAPTER 3

NARKET!NC ENv!RONNENT
The actors and forces outside marketing that affect marketing management's ability
to build and maintain successful relationships with target customers. The marketing
environment offers both opportunities and treat. Successful companies know the vital
important of constantly watching and adapting to the changing environment. The marketing
manager must know how to adapt the marketing program to the given environment
conditions in the marketplace.
N!CROENv!RONNENT
Definition:
The actors close to the company that affect its ability to serve its customers such as
the company, suppliers, marketing intermediaries, customers markets, competitors, and
public.

THE CONPANY

Before company can plan its marketing program, it should examine closely how the
other department interact with marketing to provide customer value. !n designing marketing
plan marketing management takes other company group into account such as top
management, finance, research and development, and others.
!n ]uly 2006, Penerbit Fajar Bakti Sdn. Bhd changed its names to Oxford Fajar Sdn.
Bhd, to reinforce its relationship with Oxford University Press, United Kingdom. The new
brand identity retain the value of Penerbit Fajar Bakti in high quality local publishing, whilst
reinforcing the authority and heritage of Oxford University Press.
!n Oxford fajar have a top management, finance, RSD, purchasing, operation, and
accounting to manage their company to achieve their mission and vision. Other else its to
increase their profit and give satisfaction to customers.

SUPPL!ERS
Suppliers from an important link in the company's overall customer value delivery
system. They provide the resources needed by the company to produce its goods and
services. Suppliers problems can affect marketing. Nost marketers today treat their suppliers
as partners in creating and delivering customers value.
Books supplied to new booksellers are on Pro Forma basis (i.e. payment must be
made and cleared in our bank account before delivery of goods). Booksellers will have to
establish a good payment record with Oxford Fajar for at least one year (from their first
transaction date) before they are entitled to apply for credit facilities. Cranting of credit
facilities is subject to the approval of the Credit Control Committee. Credit facilities, if
granted, varies from bookseller to bookseller, depending on the creditability of the
bookseller

NARKET!NC !NTERNED!AR!ES
Narketing intermediaries help the company to promote, sell, and distribute its goods
to final buyers. They include reseller, physical distribution firm, marketing services agencies,
and financial intermediaries.
Reseller are distribution channel firm that help the company find the customers or
make sale to them. These include wholesalers and retailers, who buy and resell
merchandise. They now face large and growing reseller organizations such as Oxford fajar
companies. Physical distribution firm and marketing services agencies to Oxford fajar is they
help company to stock and move goods from their point of origin to their destination and
they help Oxford fajar to marketing research, in advertising agencies, media and marketing
consulting firm. Oxford fajar is the market leader in many sectors and categories of
publishing such as guidebook, English language teaching, science and mathematics,
dictionaries, reader and other else.
CUSTONER

The customers needs to study five of customer market closely:
1consumer markets
2business markets
3reseller markets
4government markets
Sinternational markets
Consumer markets consist of individuals and household that buy goods and services
for personal consumption. !n Oxford fajar is to students especially which study at
polytechnic, matriculation, and form six. Students can gets their books in categories and can
choose suitable books with their subject.
Business and reseller markets is buy goods and services for further processing or for
use in their production process whereas reseller markets buy goods and services to resell at
a profit. !n Oxford fajar their published the product to customer and their can get more
profit from reseller.
Covernment markets are made of government agencies that buy goods and services
to produce public or transfer the goods and services to other who need them. Nany
agencies in Oxford fajar produce public about product which have at fajar company.
!nternational markets consist of these buyers in other countries, such as at UK,US, and
Singapore.

CONPET!TORS

Those who serve a target market with product and services that are view by
consumers as being reasonable substitutes. Company must gain strategic advantages
against these organizations. Competitor analysis is an important aspect of developing
effective marketing strategies.

The five forces model:
1hreaL of
new
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8argalnlng
ower of
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8lvalry ln
Lhe
lndusLry
8argalnlng
ower of
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1hreaL of
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A company must provide greater customer value and satisfaction than its competitor
do. Thus marketers must do more than simply adapt to the needs of target consumers. So
Oxford fajar must introduce their new product to get their target consumers. Published a
new books such as dictionaries, books for students form six, books for teacher training and
for preschool. So, competitors can't get to enter in marketing productions.


PUBL!C

Public is any group that has an actual and potential interest in or impact on an
organization's ability to achieve its objective. Have seven types of public such as financial
public, media public, government public, citizenaction public, local public, general public,
and internal public.
Oxford fajar used all types of public to increase their potential interest and to achieve
their mission and vision in company organizations. Them used financial likes bank to buy
inputs and resources. Nedia publics carry news, features, and editorial opinion. They include
newspaper, magazines, and radio, and television station. Oxford fajar used magazines and
television to promote their product likes educations books. So students can get information
with reading the magazines to getting suitable books.
PEST ANALYS!S

POL!T!CAL/LECAL
Political consist of laws, agencies, and group that influence or limit marketing actions.
Oxford fajar committed to protecting privacy online. The privacy explains how we will do
this. We will review this policy in the right of comments we receives, and check the latest
version.
Legal Notice:
Copyright and trade marks.
All materials on his web are the copyright of Oxford fajar Sdn. Bhd. or are
reproduced with permission from other copyright owner. All right are reserved. The
materials on this web site may be retrieved and down loaded solely for personal use. No
material may otherwise be copied, modified, published, broadcast, or otherwise distributed
without the prior written permission of Oxford fajar.

ECONON!C
Economic environment consist of factor that affect consumers purchasing power and
spending patterns. These factors include current income levels, prices, savings, debt, and
credit availability.