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What is the performance environment?

Published on July 31, 2024   6 min

A selection of talks on Marketing & Sales

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0:00
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.
0:52
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.

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