The mistaken view of many marketing specialists that it is quite easy to analyze the macro- and microenvironmental factors that affect a company collapses when viewing the results. Collected together, common ideas about the politics, economics, and social life of a particular place will ultimately prove too abstract to draw specific conclusions. Let's take a closer look at the most common mistakes in conducting analyses.
Mistake 1: Overgeneralizing data
Case: opening a private premium-class shoe workshop in the administrative center.
The owner of a future romania email list business hires a marketing specialist and instructs him to conduct a study that will show whether it is promising to open a shoe production aimed at wealthy clients. A month later, the marketer brings the management a well-developed PEST analysis table of the environment, where he notes the following as political factors:
Since the Russian Federation is a democratic country, private business is permitted here.
There will be presidential elections in a year, but no changes in political course or major changes are planned.
In the administrative center, the political system is subject to corruption.
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We see that all this data is so general that it has practically no effect on a possible business. That is, it is not even worth reflecting in the table. The first point, saying that in our country it is allowed to open a private business, would be more suitable for a PEST analysis of the market of the crazy 90s. In our time, this fact is an axiom and does not need to be additionally mentioned.
The second point is also general. Although a change in management may slightly affect small and medium business owners, due to the lack of forecasts for global changes, this becomes irrelevant.
In the example, only the third factor has any significance for local commerce. But, frankly, it is known without further analysis. Why mention something that everyone knows? Unless the information could be useful to a foreigner unfamiliar with the intricacies of corruption in the Russian provinces.
Similar mistakes are also found in SWOT analysis. A favorite technique of marketers is to include a phrase like “high market competition” in the table. Without specific data, this is simply an uninformative proposition. Nowadays, it is almost impossible to open a business that will not have competition. Therefore, the factor of a threatening business rival is highly questionable, because this is a normal state of affairs. The importance of the point will increase only if competitive trends suddenly increase in a market that was previously free.