ABSTRACT
The purpose of an environmental analysis, therefore, is to undertake a systematic appraisal of the external environment, thereby anticipating and planning for changes which in one's opinion will have a significant impact on the market. Geographic segmentation: the division of markets into different geographical units, such as continents, countries, counties, cities, towns, villages, etc. In the healthcare market, where the government tends to be the principal customer, the political environment is crucial. When developing a product marketing plan one should always focus on the needs of the end user, but as they might be, or are, perceived by the customer. The segmentation approach is the basis for assessing the product-related strengths and weaknesses. Occasion segmentation: consumers are distinguished according to occasions when they develop a need, purchase a product or use a product. Although the segmentation techniques have been used in the consumer markets, the pharmaceutical industry is also finding value in adapting these techniques.
