1. “Marketing is a performance of business activities that direct the flow of goods and services from produces to consumer or user.”(AMA 1960) In a modern world definition like Marketing is one of the most important terms in Business environment. Especially well structured Marketing is aim which all over the world strongest companies demanding to get. Only successful Marketing can identify most important fragments which company require for good recoupment of the capital investments. All the businesses have their own business plans and strategies as the rule of that Marketing has its own strategy which usually well structured and its organization and structure created on a basis of particular commerce. Creating such a strategy has to be made step by step. Analysis of marketing environment and definitions like PEST and SWOT and their role in collecting data for developing marketing plan is crucial important. External and internal factors, which can relate with specified area and can effect on sales of company is very significant. And collected data can be basic of strategy and it can be support for further research. Significance of collecting primary and secondary data is one of the delicate factors on the way to superior Marketing strategy it has be accurate and effective for specified issue. Finding required market for concrete product by Segmentation (demographic, geographic, psychographic, behavioural) lies in the fundamentals of creating Marketing Company. From all the types of segmentation has to be selected the correct individual for using in actual Marketing Strategy. All of this process of identifying market is the approach of environmental investigation and is the element of data collection. Extremely important to analyse ground rules like auditing, and capability of the company, productivity and ratio analysis, market and environmental analysis, customer and competitor analyses. Also in a creating Marketing strategy communication linking market and company one of the unavoidable factors. And to opt the right method for each communication circumstances is important for successful and comprehensible transferring data. Well organization and accuracy one of the core rules of business and any planning. Well planned and construct marketing plan can predict sale`s, find public of store and its place of further demand. Achievement of success in Marketing deepens on collecting secondary data, created primary and using all of those in acceptable way.

Our company is a large mobile phone producer has decided to develop a new range of hi-tech mobile devices for young professional market. In order to promote this new range, we must understand the current `prevailing climate` in the external environment. I will develop a report for the company advising what is happening in the world that impact on its industry.

2. “Company X” is one of the popular mobile phone device producers in the world nowadays. Company has big stores in the central cities like London, all over the world and which has a good reputation belong the people with different lifestyle because of the large arrangement and difference of mobile devices. Over the years company developing different types of mobile phones for individual groups of people by taking into concern their life style and requirements. Analysing the environmental factor helps a company be a leader of the sales since many years. During making various Marketing campaigns Company always tries to satisfy needs of consumers including all aspects like Social life techno progress nowadays in the world and keeping under attention the Economical situation in market and their possibility to by goods of Company. And in a process of building this marketing campaign will be included all the preference of specified area of market.

Identification PEST and SWOT analysis. What is the PEST and what is the SWOT? PEST it is the external factor, external environment, macro environment which at first look does not effects to the company but which can react on the market. It is Political, Economic, Social and Technological situation in the world. And the SWOT is the internal micro environment of the company its customers, employees and competitors.

“PEST and SWOT Analysis of influences in the external environment

POLITICAL/LEGAL ISSUE

Taxation policy

Monopoly controls

Environmental protection measures

Employment Law

Environmental legislation

Foreign trade agreements

Stability for the governmental system

ECONOMIC FACTORS

Interest rates

Inflation rates

Money supply

Business cycle

Unemployment

GNP trends

SOCIAL/CULTURAL ISSUE

Age profiles

Social mobility

Changes in lifestyle

Family structures

Level of education

Work behaviour

Leisure activities

Distribution of income

Patterns of ownership

Attitudes and values

TECHNO FACTORS

Focus of government research

Rate of technology transfer

Materials

Developing technological proceses

(“Strategic marketing planning and control” Graeme D. John E. )

By taking in to a mind that our company is establishes in UK we have to start research of macro environment of the country and define how these factors can effect on mobile phone industry. UK has monarchy government and its parliament with its liberal and conservative parties nowadays liberals are dominant in the government and the political situation in the country stable. UK always had good neighbourhood relationships with the other European countries. Even the political situation is constant the economy of the country is steel weak after the credit crunch which had a place in 2008.Nowadays country in a stage of recession and the economic norms on its attempts to come back to the norm. UK is multinational country, millions of people every year visiting country or coming to study. That why the cities are always busy and crowded. There are not much industry services in the country and manufactures takes leading place. If to talk about the technology progress of the country it won’t be surprise that the first developed, discovered and created modern techniques comes and produces in the country very fast and people use to this progress and always trying to find the best and modern technologies in the stores. In process of making research of the PEST I appeal to the sources like internet newspapers articles and official financial indexes.

In a process of research figures of the opinion poll will clear show the preference of young market. By public requirements has to be created the mobile phone devise “X phone”. During the 1 month time mobile phone has to be tasted by focus group (focus group is one of the ways to collect primary data by giving to the special chosen group of people samples of product and ask them their feelings about it). In the summary of the marketing company has to be taken into consideration feedbacks of this focus group.

3.Now when the secondary data collected and when the elements of primary data is ready and viewed it can be considered that the raw data is collected and the final step is to summarise research and make deduction. On the basis of our quantitative data and raw data has to be made qualitative. First as the statistics shows the most of the population of UK is young people, the politic situation in country don’t react on the sales in the future, even economic situation is unstable market still can afford to by our product.. Also made research confirms that if mobile devise will be on the sale in any stores of the UK the demand of it will be very high because of the majority young population of the UK will prefer made devise. The most appropriate way to make advertisement for the devise founded city newspapers as most spreading method of advertisement and it will be most visible for the market.