In Chapter 3, we describe components of the external market environment which includes: (1) economic environment, (2) technological environment, (3) political and legal environment, and (4) cultural and social environment. These environments can influence marketing strategies but cannot be controlled by marketing managers. Consequently, marketing managers monitor the external environments most likely to influence the success of a marketing strategy.
The evolution of the technological environment can be swift—and it influences more than just tech companies. Each spring, Mary Meeker (partner at Kleiner Perkins Caufield & Byers, one of the world’s largest venture capital firms) provides an annual “Internet Trends Report.” This eagerly awaited and detailed presentation describes trends in all things technology. This article, “Mary Meeker’s 2017 internet trends report: All the slides, plus analysis,” (recode, May 31, 2017) provides some of the highlights of Meeker’s report. Although you can click through the recode article to watch the whole presentation (about 35 minutes long) or page through the 355- slide deck, you only need to read the article to answer the question below.
Identify three different companies from three different industries that would be interested in these findings. For each company, indicate one way that the findings in Meeker’s report would impact their marketing strategy planning.