QUESTION 2 The Marketing Environment Is Made Up Of A Micro-environment And A Macro-environment. Based On The Information In The

QUESTION 2 The marketing environment is made up of a micro-environment and a macro-environment. Based on the information in the case study, provide the following. 2.1 Refer to evidence in the case study pointing to the presence of competitors in the micro-environment. 2.2 Identify TWO (2) macro-environmental factors highlighted in the case study. Refer to information in the case study to support your answers.

GEN Z IS READY TO BREAK UP WITH TINDER, AND THESE NEW DATING APPS ARE HERE FOR THE REBOUND BY JAIMIE DINGSTAFF WRITER (FEB. 11, 2022) With Valentine’s Day looming, Steven Coyle was on his phone looking for a date — but not on Tinder. The 26-year-old from Las Vegas used an app called Snack to scroll through videos of women walking down the street, showing off their outfits, or lip-syncing to the camera. One caught his eye — a tall, pretty blond recording herself walking through Disney California Adventure Park to the Avengers Campus, where she ordered a cocktail at the bar. She looks fun, he thought. He pressed a heart to “like.” Coyle had stumbled upon Snack, an app that bills itself as “TikTok meets Tinder,” just a few days earlier. It’s one of a handful of innovative dating apps that are trying to capture the attention of Gen Z, many of whose members say they are tired of the apps that have dominated the online dating scene for nearly a decade — Bumble, Hinge and, above all, Tinder, which popularized the now-ubiquitous “swipe to match” user interface. Looking for love with someone who shares your Myers-Briggs personality type, or your love of video games? Want to see a blurry photo of your prospective partner that gets progressively sharper the longer you chat? The options abound. Heterosexual couples in the U.S. are now more likely to meet a romantic partner online than via any other mode of connection. A 2017 survey found 39% of such couples reported meeting their partner online, compared with 22% in 2009. Nearly half of all 18- to 29-year-olds say they have used a dating app in their life, according to a 2019 Pew Research Center study. And during the pandemic, online dating reached new heights — with Bumble reporting a 70% increase in video calls and Tinder exceeding 3 billion swipes in one day for the first time in March 2020. Underscoring its intention to court a new generation of daters, Snack eliminated the swipe gesture in favour of pressing a heart button or sending a message. “Swiping is 10 years old now,” said Kaplan, who was one of the first employees at Match.com and involved with the dating app Plenty of Fish, which eventually was sold for $575 million. That’s not all that’s been freshened up. Users upload TikTok-style videos instead of photos, there’s no field for a bio, and you can even upload videos to an Instagram-style “story” that people can view after you match with them. TikTok, where Snack advertises, played a major role in its creation. Kaplan was scrolling through the app one day in early 2020 when she came across a video of a woman introducing herself with her name, age and star sign. Her caption included the hashtag “#single.” Kaplan realized she had discovered an entire “underbelly” of dating already occurring on TikTok. It clicked: A video-first dating app was the logical next evolution of dating. She encouraged her Gen Z employees and investors to incorporate their voices and feedback into the development of Snack. They told her most people of their generation only used the swiping apps because they had to, preferring to move the conversation to a more casual social media platform such as Instagram or Snapchat as quickly as possible. Taking a page from the early days of Tinder, the company is focusing on on-the-ground promotion at college campuses and currently has the most users in California, Texas, Florida and New York. The free app is available only to those aged 18 to 35.

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Step 1/3

1 Evidence of competitors in the micro-environment:

The case study, mentions several dating apps that have dominated the online dating scene for nearly a decade, including Bumble, Hinge, and Tinder. These are examples of competitors in the micro-environment for innovative dating apps like Snack.

Explanation:

Certainly, here’s a brief explanation:

1 Competitors in the Micro-environment: The micro-environment refers to factors and entities closely connected to a company or industry. In the case study, competitors like Bumble, Hinge, and Tinder are mentioned as dating apps that directly compete with Snack, making them part of Snack’s micro-environment.

2 Two macro-environmental factors highlighted in the case study:

a) Changing User Preferences: The case study highlights that many members of Gen Z are tired of the dating apps that have been dominant for years, indicating a shift in user preferences within the dating app industry. This change in user preferences is a macro-environmental factor influencing the development of new dating apps like Snack.

b) Technological Advancements and Social Media Influence: The case study mentions that Snack was inspired by TikTok, a popular social media platform. This indicates the influence of technological advancements and the role of social media platforms in shaping the dating app industry. This is another macro-environmental factor that affects the industry.

Step 2/3

2 Macro-environmental Factors:

a) Changing User Preferences: This macro-environmental factor signifies that the dating app industry is affected by shifts in what users want. Gen Z’s growing dissatisfaction with traditional dating apps is a prime example of this change in user preferences, influencing the industry.

b) Technological Advancements and Social Media Influence: In this context, it means that technological developments, such as the rise of platforms like TikTok, impact the dating app industry. Snack was inspired by TikTok, showcasing how external tech advancements and social media can shape and influence the dating app market.

Explanation:

Macro-environmental Factors:

a) Changing User Preferences:

User preferences can evolve over time due to various factors such as trends, societal changes, or dissatisfaction with existing options. In this case, the case study suggests that many Gen Z members are becoming dissatisfied with the dating apps that have been popular for years. This shift in preferences is significant because it impacts the demand for and success of new dating apps like Snack. App developers must pay attention to these changing preferences to remain relevant.

b) Technological Advancements and Social Media Influence:

Macro-environmental factors are external forces that affect an industry as a whole. In the dating app industry, technological advancements play a vital role. For example, the influence of platforms like TikTok, which is a social media platform known for short video content, inspired Snack’s unique approach of using video content for dating profiles. This demonstrates how external technological changes and the influence of popular social media platforms can drive innovation and shape the strategies of dating apps. It also highlights the importance of staying attuned to these broader technological and social trends when developing new products or services.

Step 3/3

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Certainly, here’s a final summary of the information provided:

In the case study:

1 Competitors in the Micro-environment:

Competitors in the micro-environment for the dating app Snack include well-established apps like Bumble, Hinge, and Tinder, as they target the same user base and offer similar services.

2 Macro-environmental Factors:

a) Changing User Preferences:

The case study indicates that Gen Z members are becoming dissatisfied with traditional dating apps, signaling a shift in user preferences within the dating app industry. This shift influences the demand for innovative dating apps like Snack.

b) Technological Advancements and Social Media Influence:

The case study highlights the impact of technological advancements and the influence of social media platforms like TikTok on the dating app industry. Snack was inspired by TikTok, demonstrating how external technological and social trends shape the industry.

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