The four controllable factors of the marketing mix (product, price, promotion, and place) can be manipulated to develop an effective marketing plan, but what can companies do about the uncontrollable factors? Successful marketers focus on these aspects of marketing, as well.

The acronym, CERTS, represents the uncontrollable factors:

Uncontrollable Factors: CERTS

Competition. It is important for marketers to understand their competition’s marketing mix. This involves looking at what they are doing and how they go about doing it. This allows you to see what they could be doing better, and use that information within your marketing strategy. And depending on your size, you may be able to influence your competition when you make the most of your signature strengths.

Economy. The current economy must also be taken into consideration. Luxury items may not do as well in a hurting economy. You can see the opportunities available to offer the most affordable product. Your marketing strategy will need to be adjusted in order to maintain or increase your market position in challenging circumstances.

Regulations. Changes in current laws and regulation are also key factors for companies to keep into consideration. As laws and regulations change, what kinds of products are allowed, how they are produced, exporting and importing regulations, and shipping can change drastically. There could be barriers of trade, such as quotas restricting the amount of imports or tariffs that would affect the entire market and, perhaps, necessitate and complete change in strategy which to a nimble company can create new opportunities.

Technology. Having the latest technology can reduce costs, improve the quality of your product, and make marketing more effective. This can allow you to better target your customer, produce more efficiently, and create innovative products. As technology changes, your product or service may become obsolete, like the many manufacturers of buggy whips after the invention of the automobile. It is the role of marketers to monitor the marketplace and changing technology and to adapt to those changes.

Social. Marketing can be improved by paying attention to current social trends, such as concern for the environment and going “green”. Knowing what is most important to your customers will allow you to fine tune your marketing strategy to better target customers and create the kind of products and services they.

CERTS are the uncontrollable factors of marketing which cannot be changed or manipulated by companies to sell their products. These factors must be closely paid attention to and researched in order to best reach the target customers. If companies develop their marketing plan around these factors, they could market their products in a more effective manner.

The key strategy is to recognize and utilize the opportunities uncontrollable factors can bring for your company.

With the downfall of the economy and the growing financial crisis, things are looking troubling for many companies. Companies are finding they have to tighten their budget, which brings the unemployment rate up to 6.1%. Many consumers lack of confidence in the market.

Not only do consumers have less money to spend, but also food and energy costs are rising. This reduces the amount of consumers’ discretionary income significantly. Economists are expecting the worst holiday sales since the recession of 1991.

With the increasing number of problems, marketing becomes drastically more important. In a shaky economy, marketing is crucial to differentiate a company’s product above their competition.

Companies, however, need to enhance the image of their product without having to drastically increase its cost or price. Creativity helps show the customer what the product is all about. It adds the “boom factor”, which sets the product apart from the competition. This is necessary to sell the product in a declining economy.

One of the ways the creativity personality of the product can be shown is through the packaging.

Companies succeed in a declining economy by showcasing their products, through packaging, in a way that no other company does. Colorful and personalized packaging immediately attracts consumers’ attention and enhances the image of the product. The right customization can showcase the features of the product in a quick, eye-catching fashion. This will set the product above the competition and allow the company to succeed in a falling economy.