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Talk six,
What is the Performance
Environment?
Hello and welcome to
this session on the
performance environment.
My name is Annmarie Hanlon and
I teach marketing at
Cranfield University School
of Management in the UK.
Some of these themes are
taken from my book,
Digital Marketing.
Let's get started.
0:24
In this session, we consider
the performance environment
and what this means.
Then we explore
Porter's five forces
as a framework to
analyse competition
within an industry sector.
Then we apply
Porter's five forces
as a framework to
analyse competition
within an industry sector.
Then we apply Porter's
five forces to
an example to show the
framework in action.
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The performance
environment is part of
the wider marketing environment.
Other elements include
the external environment
and the internal
marketing environment.
The performance
environment concerns
external organisations
that influence
the organisation's performance.
Typically, this includes
the competitors
which may be well-known
to the organisation
and those that are unknown.
For example, a new
organisation moving into
the market or a competitor
from another country.
As an example, think about
how we listen to music and
how this has changed
over the years.
We started using vinyl records,
then tape cassettes,
and subscriptions to
streaming services.
We no longer need
the physical goods.
The idea of music streaming
for a music company
may have seemed
irrelevant in the past.
This is why it's essential to
consider all forms
of competitors.
The performance
environment includes
the distributors and
channel partners
who control access
to raw materials
as well as those who
indirectly influence
the organisation's performance.
