Marketing Analysis of Ecovers Current Position in the Market Essay

merchandise Analysis of Ecovers Current Position in the Market1. IntroductionThe assignments generally consists of the following splitFirstly, an analysis of Ecovers current position in the merchandise.Secondly, how Ecover is changing its competitive system.Thirdly, consumer behaviour towards detersive. Finally, an outline for new selling strategy for Ecover to enter the supermarket.2. Background Ecover was founded in 1979 by Frans Bogaerts.It was a modest undersize detergent company in Malle in northern Belgium. Pierres Magnin a prospered Swiss businessman dealing with pharmacies and health food stores, suggested Bogaerts to develop an eco-friendly detergent free of harmful chemicals (which was to be banned by the Swiss political sympathies as a part the proposed surroundingsal regulations). Thus they entered the detergent market in Swiss and other key markets. Environmental disasters have do more and more people aware of the urgent need to comfort the natural environmen t. 3 Marketing AuditMarketing audit bounce a picture of where the company is, how did it get there and where is it heading. It goes with 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 indwelling factors and opportunity and threat are concerned with the external factors. 3.1 External Factorshither only opportunities and threats are analysed as these are supposed to be listed as anticipated level(p)ts 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.Competition3.1.1Macro EnvironmentMacro Environment consists of Political (P), stinting (E), Social (S) and Technological (T) factors that affect the Company. Continuous monitoring of these variables is an imp ortant marketing function. As Corporations today, Ecover is also sensitive to Macro Environmental changes. Some of the plague factors that stirred Ecover are discussed below.PoliticalMarketing strategy is deeply affected by political trends. Issues like new laws, regulations, change in foreign policies etc brings change to t he bus... ...entalists to recommend its products.9.AppendixAppendix 1 postdate of consumer attitudesAustraliaCanadaGermanyItalyJapanHollandSpainSwitzerlandPay 10-15% more for green products6972687942878580Boycott others82-767943748675 pee-pee up 10-15% quality for environmental safety65-628045746478Pay more even if its hard to make end meet43-476546466464Source David Jobber, 1998,Princilpes and practice of Marketing, second Edition.Appendix 2Table showing Ecovers competitors market ploughshareMarket ShareCompetitors in Germany& Austria More than 50%Competitors in Swiss & Germany Almost 50%P&G and Unilever together (in 1980s) Almost 80%Private brands (by 19 90) 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.