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Market

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BUSINESS and MANAGEMENT | | ASSIGNMENT FRONT SHEET Student Name: MOHAMED AHMED | Certification: I certify that the whole of this work is the result of my individual effort and that all quotations from books, periodicals etc. have been acknowledged. | Student Signature: MOHAMED AHMED | Date:18/02/2016 | Student Registration Number:S15000405 | Student email address :AHMED_06081981@OUTLOOK.COM |

Programme : Business | Year/Level : 4 | Academic Year : 2015/2016 | Semester : 2 | Module title : Marketing Essentials | Assignment no. : 1 | Module code: BUS434 | | Percentage Weighting of this assignment for the module: 40% | Issue date : w/c 18/01/2015 | Return date : 21st March 2016 | Lecturer : Claire Blanchard Date of submission 29th February 2016 | Second marker : Tracy Powell |

Notes for students : 1. Staple a hard copy of assignment in the top left corner and submit to the Undergraduate Office. 2. Electronic copy of assignment should be submitted through the Turnitin software. 3. 5% of marks are awarded for satisfactory use of language and/or good presentation. 4. 5% of marks are awarded for satisfactory referencing and/or presentation of a bibliography where either is required. Note that all referenced work should be obtained from credible sources using Harvard referencing 5. Students should ensure that they comply with Glyndwr University’s plagiarism policy. |

Learning Outcomes Tested in this Assignment: At the end of this module, students will be able to: 1. Understand the role and function of marketing. (KS5, KS9) 2. Understand what influences customer behavior. (KS5, KS9) 3. Identify environmental factors and trends and how they can affect marketing planning. (KS5, KS9) |

Most retail companies like the idea of being big and popular which means more opportunities to sell more. Marketing firms look outside to the environment in which it operates and take advantage of emerging opportunities and minimize potential threats. (Jobber and Ellis-Chadwick, 2012)
What is the co-operatives?
“A co-operative is a group of people acting together to meet the common needs and aspirations of its members, sharing ownership and making decisions democratically” (www.co-operativefood.co.uk, 31/01/2016)
Without doubt the cooperative business is everywhere around the world, such as, India, France, Denmark, United States and etc. There are various type of co-operative such as utility, credit unions, social, consumer and housing and they all lead to one purpose which is to stand up for a better way of doing business, Their values and principles like any other retailers are concern for consumers and community.
Not until 1844 Rochdale Society of Equitable pioneers established the Rochdale principles which ran their cooperative from this basis modern cooperative movement was established. The cooperative food sector one of the 5th largest food retailer in the UK and becomes the first retailer to include Braille onto its own brand range of medicines in 2001 and also Braille in some alcoholic drinks. (www.co-operativefood.co.uk, 31/01/2016).
The physical environmental forces on company has led to PEEST analysis which is word formed from the first initials of several words political, economic, environmental, social and technological which shape the opportunities and threats facing the company which will affect the market decisions. The study case focuses on the cooperative shop and how the company analyse these environments to gain better understanding and the influences on marketplace and consumer.
The political forces, marketing decisions are strongly affected by new development every year in the political environment. “The political environment consists of laws, government agencies and pressure groups that influence or limit various organisations and individuals in a given society” (Kotler, Armstrong, and Harris, 2013)
To illustrate, in 1990s the right- wing administrations of Argentina, Brazil and Colombia carried out a series of liberalism tending to favour free market capitalism for example public programme cutbacks, liberalization of the domestic economy and reduction of protections barriers to trade and investment. From government perspectives cooperatives were not an important part of the development strategy. Their profitability based on their ability to operate efficiently in a free market economy which credited many small and poorly capitalized cooperatives suffered from the increased competition. (www.unrisd.org, 26/02/2013)
Thusly what happened in those countries exercised a reality influence on the policy making process. The reference point is political efforts whether increasing legislation regulating business or strong government agency enforcement or ethics and socially responsible actions led to the implementation of policies programmes that helped most cooperatives adapt effectively to the new conditions of changing economy. (www.unrisd.org, 26/02/2013)
The environmental forces, it concerns the relationship between people and physical environment which make the company react and adapt as soon as possible if there is any changing in consumer behaviour to avoid the threats and take advantage of the opportunities the environment provides. There is five environmental issue specifically concerned. There are climate change, pollution control, energy conservation and use of environmentally friendly ingredients and components. (Jobber and Ellis-Chadwick, 2012)
For instance renewable sources during 2011 the cooperative electricity used (some 1,023GWh) came from good renewable sources, mainly wind and hydro technologies which put the cooperative renewable energy procurement strategy in position to be one of the largest purchasers of green electricity in the world. This had impact of further renewable energy projects in UK, including a biofuel combined heat and power plant, a biomass CHP projects using wood in Manchester and photovoltaic installations in southwest England. The plan is a response to warnings that the world may be running out of oil one day, the cooperative face the important challenge of developing and implementing environmentally responsible products and ways of doing business. (www.co-operative.coop, 2011)
The economic forces, come in many shapes that effect consumer behaviour toward the changes in the twenty-first century specially the impact of emerging markets like China. It has many gains in the market, new development has been bought which has shown more growth which began in 2008 followed by period of credit crunch and this followed by deep recession and the debt crisis in Europe which has impacted on the worldwide economy. The climbing changes made the consumer more aware of spending with high growth which became massive cash drains when consumer spending falls suddenly. (Jobber and Ellis-Chadwick, 2012, P82)
To demonstrate, in 2008 when the wholesale market dried up during the financial crisis the cooperative bank was not affected straight away but after extended periods of time came low interest rates the shared source of capital due earning has been bleeding from net interest margins and profitability. (www.thenews.coop, 30/04/2014)
Social/Cultural forces that have implications for marketing, people grow up in different societies and the social aspect within the society. Family, friends, neighbours and social media which make up the statistical characteristics of a population is different in each country. It can impact sales of products and revenues earning. It is important to the market as well to study the changes in populations because it helps to predict the size of growth rates of marketing decision and it is also directly affected to the organization, supply and demand of goods and services can change with the structure of the population. (Jobber and Ellis-Chadwick, 2012, P93)
For example the co-operators have committed $250,000 in funding to help welcome Syrian refugees to the Canadian country as part of nation-wide effort the co-operators is also encouraging employees to volunteer to help in local communities with flexible two paid days a year to volunteer. “This is a national project of historic proportions that demands the support of not only government, but community organizations, private enterprises and individual Canadians.” said Kathy Bardswick, president and CEO of the Co-operators. (www.thenews.coop, 05/02/2016)
The technological force and the new innovation has created new products and market opportunities in the marketplace, smart-phones and the internet deliver a wide range of exploring shopping for consumers and high market potential. For example in New York a new mobile app could cause a major change in business growth for worker coopers in low income industries. They offer home cleaning services to wider clients therefore they can be connected to digital sharing economy, the client can easily request house cleaning through the app, which is owned by the cleaners themselves. (www.thenews.coop, 28/01/2016)
To sum up the foregoing the macro environmental is made up of a number of forces that affect not only the cooperative shop or any other organisation but also the other factors in the microenvironment.

Reference list http://www.co-operative.coop/corporate/sustainability-report-2011/downloads/sr2011-climate-change.pdf, Access 05/02/2016 http://www.cooperative.coop/corporate/widermovement/#_ga=1.247758919.194053720.1454155479, Access 31/01/2016 http://www.thenews.coop/101205/news/co-operatives/home-cleaning-coops-usa-get-uber/, Access 06/02/2016 http://www.thenews.coop/101954/news/co-operatives/canadas-co-operators-commit-helping-refugees/, Access 06/02/2016 http://www.thenews.coop/85147/news/democracy/nine-problems-that-caused-the-debacle-of-the-co-operative-bank/, Access 06/02/2016 http://www.unrisd.org/unrisd/website/newsview.nsf/(httpNews)/9B3CAABA45292E84C1257B1E005AC026?OpenDocument, Access on 05/02/2016
Jobber, D. and Ellis-Chadwick, F. (2012) Principles and practice of Marketing. 7th edn. London: McGraw Hill Higher Education.
Kotler, P., Armstrong, G. and Harris, L. (2013) Principles pf marketing. 6th edn. Harlow: Financial Times, Prentice Hall…...

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