marketing environment(macro)
TRANSCRIPT
MARKETING ENVIRONMENT (MACRO)
ANURADHA THORAT SHALINI SINHA
NATANSH DUBEY
Macroenvironment
The larger forces of the society that affect the micro environment are collectively referred to as the macro environment.
The company and all other actors operate in a larger macro environment of forces.
These forces shape opportunities and pose threats to the company.
There are six major forces in the macro environment from marketing perspective.
These forces affect the marketing plan.
IMPORTANCE OF MACRO ENVIRONMENTConsists of six components namely:
Demographic ,economic cultural,natural,technological and legal
Trends and developments in these macro environments influence the marketing strategies.
Company
Demographic
forces
Natural
Technological
Economic
Social
Political
SWOT ANALYSISS- Strengths
W- Weaknesses
O- Opportunities
T- Threats
WE LIVE IN A CONSTANTLY CHANGING ENVIRONMENT
Demographic factorsPopulation Growth Population age mixEthnic markets Educational groups Household PatternGeographic Shifts in PopulationShift from mass market to micro market.
THE WORLD AS A VILLAGEIF THE WORLD WERE A VILLAGE OF 100 PEOPLE61 would be Asian(20 chinese 17 Indian),14 African,
11 European , 8 Latin American,5 north american and only one from Australia or Antarctica.
There would be 18 cars in the village 18 villagers are unable to read and write33 have cellphones and 16 ae online on the internet.63 villagers have inadequate sanitation30 villagers would be unemployed By the end of the year one villager would die and
two new would be born so the population would climb to 1o1!
TECHNOLOGICAL FACTORS
Changes rapidlyCreates new markets and opportunitiesChallenge is to make practical.Safety methods result in higher
research cost.Challenge vests upon technology to
make it affordable since the competition is high.
Increasing population
Increasing Pollution
Unregulated Industrialisation
Factors affecting natural
environment
Economic FactorsInflation Rate Repo RateExchange Rate Revenue and ProfitabilityCapital AvailabilityTaxation policy
Social FactorsValues
Attitudes
Lifestyle
Political Factors INCLUDES: Laws Government Agencies Pressure Groups thatInfluence or limit various organisations and
individuals in a given society.
CONCLUSIONMacro environmental factors are those factors
which are beyond the scope of control of an organization.
An organization can alter its own policies as per the macroenvironmental conditions but not the condition itself.
The organization ,though a mechanised body in itself cannot work in isolation and is always under the influence of the external forces viz. macro environment.
THANK YOU